Terra Panamerica Mission Statement
Becoming a reference for responsible travel in North and Latin America
Terra Panamerica is a network of 6 inbound travel agencies located across North and South America, united by shared ambitions and strategies. These agencies are: Terra Colombia, Terra Caribea, Terra Nicaragua, Terra Guatemala, Terra Maya, and Terra Canada.
Terra Panamerica was created in 2020, during the peak of the Covid-19 pandemic. At a time when the entire tourism sector was struggling, our six regional agencies chose to come together to support each other and unite around core values such as:
- Expertise: of our territories, the diverse cultures of our countries, our craft, and our travelers.
- Passion: for travel, for designing fully tailor-made itineraries, and for the fascinating countries that have adopted us.
- Team spirit: mutual support is the driving force of our network!
- Commitment: to genuinely responsible tourism that respects communities and ecosystems, with high standards of quality and ethics.
These values helped us show resilience and face the crisis together.
Today, we are proud that our work centers on creating authentic, high-value travel experiences. These experiences are enriching for travelers and respectful of local communities and the environment.
These concepts are fundamental to our tribe and rooted in the principles of sustainable tourism. They define the type of travel we wish to promote for both our clients and partners, so that each Terra Panamerica agency eventually becomes a benchmark for responsible tourism in its respective country.
A context of global awareness
Social and environmental concerns have always been part of the Terra agencies’ approach, from the very beginning. The Covid-19 pandemic marked a turning point in our awareness of tourism’s impact on ecosystems and local populations. We set a clear goal to rapidly implement responsible practices to help preserve the destinations we promote.
Following a group-wide consultation with our teams on the future of tourism, it was agreed that each agency would commit to a sustainable transition, to help safeguard the destinations and communities we care so deeply about.
This decision was reinforced during the Terra Panamerica seminar held in September 2023, which led to the creation of a concrete action plan focused on Corporate Social Responsibility (CSR) and sustainable tourism.
Terra Panamerica by Terra: Our Commitments
In this context, the Panamerica Tribe by Terra recognized the need to adopt a coherent, tangible, and integrated CSR policy across all its agencies. This strategy was adopted unanimously by all agencies and validated by all employees during the 2023 seminar. As such, we commit to integrating sustainability and ethics into every aspect of our business. This strategy shapes how we operate internally, collaborate with partners, and communicate with clients.
Our Internal Commitments
Internally, we commit to training our staff and key personnel on CSR principles and participating in local initiatives. Each team includes a sustainability coordinator responsible for project follow-up and for sharing resources with the team (strategic monitoring, training programs, volunteer workshops, etc.).
In this way, every employee plays an active role in the agency’s transition, contributing to the promotion of more responsible and impactful tourism.
Our Commitments to Suppliers
In terms of supplier relationships, we commit to working only with partners who share our values and meet the selection criteria outlined in our Terra Panamerica Supplier Charter. Once a provider is onboarded, we carry out regular follow-ups to monitor, and where possible, improve the environmental and social standards of our supply chain, promoting best practices and excluding any that are polluting or ethically questionable. This allows us to consistently recommend accommodations and activities that are respectful of the environment and local cultures.
Our Commitments to Clients
For our travelers, we take a multi-pronged approach to reduce the impact of their trips:
- Promoting exemplary service providers
- Encouraging travel in low season to manage tourist flows
- Suggesting authentic and meaningful alternatives
- Refusing to offer sensitive or exploitative activities
- Raising awareness about responsible travel practices
We encourage travelers to make conscious choices that reduce their impact and opt for eco-responsible experiences.
The Panamerica Tribe by Terra is building a model of innovative agencies that promote a form of sustainable tourism that benefits all. We firmly believe that travel can help change perspectives and strengthen our commitment to a more responsible future.
Local Mission Statements
We invite you to consult each agency’s mission statement for a deeper look at the specific measures being taken locally:
- Terra Caribea Mission Statement
- Terra Maya Mission Statement
- Terra Nicaragua Mission Statement
- Terra Guatemala Mission Statement
- Terra Colombia Mission Statement
- Terra Canada Mission Statement
