As Cherish Tours approaches its fourth anniversary, I find myself reflecting on the incredible journey this business continues to take me on. What started as a dream to create meaningful, purpose-driven travel experiences has become a daily reality that empowers women, supports local businesses, and fosters deep connections through travel. Along the way, I’ve gained invaluable insights into travel, the power of supporting women, and many lessons about running a travel business.
Here are some of the most important lessons I’ve learned in the past four years.
Lessons on Travel
1. The Most Immersive Travel Experiences Come from Connecting with Locals
Travel is so much more than sightseeing. The most meaningful experiences come from spending time with locals and seeing the world through their eyes. Whether it’s learning about indigenous weaving techniques from a master artisan in Panama or sharing tea with a family in Turkey, these moments provide deeper cultural understanding and genuine human connection. Cherish Tours is built on this principle, to ensure that every trip with us includes authentic, local-led experiences that leave a lasting impression.
2. Food is a Window into Culture
One of the easiest and most enjoyable ways to understand a new culture is through its food. Every dish tells a story, from traditional recipes passed down through generations to the ingredients sourced from local farms. Some of my favorite travel memories involve cooking classes with local women, exploring bustling food markets, and savoring home-cooked meals that represent a region’s history and heritage.
3. Sustainable Travel is a Mindset, Not Just a Trend
Sustainability is about more than reusing your water bottle or skipping turndown service at your hotel. True sustainable travel means leaving a place as good as you found it—or better. It’s about supporting small businesses, being mindful of the environmental impact, and engaging in ethical tourism. At Cherish Tours, we prioritize sustainability by partnering with local women-owned businesses, choosing eco-friendly accommodations, and promoting responsible tourism practices that honor the environment and culture of each destination.
4. Travel Can Be a Force for Good
A vacation can be more than just a getaway; it can be a powerful tool for positive change. The way we travel has the potential to create lasting impacts on the places we visit. Choosing fair-trade shopping, supporting women-run businesses, and engaging with local social initiatives are just a few ways travelers can contribute to positive change. When done mindfully, travel becomes transformative—not just for the traveler, but for the communities that welcome them.
Lessons on Supporting Women
1. Investing in Women Creates a Ripple Effect
There’s a well-known statistic that when you invest in a woman, she reinvests 90 percent of her earnings back into her family and community. This principle holds true across cultures and industries. Supporting female entrepreneurs, artisans, and business owners isn’t just about helping individuals, it strengthens entire communities and creates long-term economic impact.
2. Female Entrepreneurs Face Unique Challenges and They Need Our Support
Women around the world face significant barriers to starting and growing businesses, from limited access to funding to societal expectations. By intentionally supporting women-run businesses, we help break down these barriers. Many women entrepreneurs build their businesses against the odds, often balancing multiple responsibilities while striving for financial independence. When we choose to support them, whether by shopping from women-owned brands, booking women-led tours, or amplifying their voices, we help level the playing field.
3. Community and Collaboration Are the Keys to Success
One of the most beautiful things I’ve witnessed is the way women support one another. Female entrepreneurs aren’t just running businesses; they’re uplifting each other, mentoring, and creating opportunities for the next generation. The strength of a network, the support of a community, and the willingness to collaborate rather than compete make all the difference in building successful, sustainable businesses.
Lessons on Running a Travel Business
1. It’s Hard—But It’s Worth It
Running a business is no easy feat. There have been challenges, sleepless nights, and moments of doubt. But every struggle has been worth it. Seeing the impact of Cherish Tours, witnessing women find renewed confidence, watching travelers forge deep friendships, and knowing that our work supports female entrepreneurs worldwide, truly makes every challenge worthwhile.
2. The Power of a Women-Centered Community
Before Cherish, I never could have imagined just how much my life would change by surrounding myself with other women entrepreneurs. Today, my community is almost entirely made up of women... my partners, my collaborators, and my closest friends. Surrounding yourself with strong, like-minded women can be life-changing. Being part of a supportive community of women fosters empowerment, resilience, and shared success. Women entrepreneurs are innovative, resourceful, and incredibly capable, and when they work together, they create lasting change.
3. Small Steps Create Big Impact
Building a business, especially one rooted in social impact, can feel overwhelming at times. But I’ve learned that taking it one step at a time leads to real, meaningful change. Every decision, every partnership, and every traveler who joins a Cherish Tour contributes to a larger mission of empowering women and making travel more intentional.
Looking Ahead
Four years in, I’m more committed than ever to the mission of Cherish Tours. The lessons I’ve learned have shaped not only the business but also my perspective on life. Travel has the power to transform, supporting women creates lasting change, and building a purpose-driven business is one of the most rewarding challenges I’ve ever taken on.
To those who believe in the power of travel, in the importance of championing women, and in the beauty of building something with purpose—thank you for being part of this journey. These years have proven to me that travel can change lives.
Here’s to many more years of adventure, empowerment, and impact!
Come Travel with Cherish
If you're ready to embark on a journey that makes a difference, we invite you to travel with us on one of our upcoming trips. Experience the beauty of intentional travel, support women-owned businesses, and be part of something greater. Join us on our next adventure and see firsthand how travel can change lives.
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