Every year, World Tourism Day reminds us of tourism's unique ability to connect people, cultures and communities. Beyond its economic impact, tourism can play an important role in fostering social inclusion, creating opportunities for cultural exchange and helping people feel more connected to the places where they live.

At HBX Group, this belief is reflected in Guides for Good, a volunteering initiative that uses guided tours as a tool for social inclusion. Now in its second year, the programme continued to grow throughout FY26, with employees collaborating with local organisations to design and deliver free cultural experiences for people who may be at risk of social isolation. Through these experiences, participants can discover their surroundings, connect with local heritage and strengthen their sense of belonging.

During FY26, 10 employee volunteers helped deliver three Guides for Good tours, reaching 57 beneficiaries across different destinations.Working alongside local community organisations, volunteers welcomed participants in Palma de Mallorca, Spain, in partnership with Cruz Roja; Rimini, Italy, together with CSO Centro Zavatta; and Cancún, Mexico, in collaboration with Manos de Apoyo y Vida A.C.Each tour was designed to create meaningful connections between people and places, demonstrating how tourism can serve as a powerful tool for inclusion and community engagement.

Guides for Good is based on a simple idea: everyone should have the opportunity to explore, understand and enjoy the places around them.Whether supporting migrants, older adults or other groups at risk of exclusion, the initiative helps participants engage with their local communities through shared experiences and cultural discovery. At the same time, employees have the opportunity to use their passion for travel and destination knowledge to create a positive social impact.

As the tourism sector continues to evolve, initiatives like Guides for Good illustrate how travel can create value beyond the visitor economy. After two years of the programme, the initiative continues to bring people together and strengthen community connections, showing how tourism can help build more inclusive, welcoming and resilient destinations.This World Tourism Day, we celebrate not only the journeys that take us around the world, but also the connections that help people feel part of the communities they call home.Take a look at some of our Guides for Good tours and discover the impact created by our volunteers and community partners around the world.