At Vision Éthique, at the IFTM, the message is clear: responsible tourism must no longer be reserved for a clientele that is already convinced.
After nearly twenty years spent designing immersive journeys, Caroline Debonnaire now intends to transmit her know‑how to industry professionals and give greater visibility to her offer among travelers.
« The goal is to bring people together and to unite around responsible tourism », explains the founder. She believes travel agencies have a role to play in making these stays known, even as expectations for immersion and encounters with local populations advance.
The arrival of Sabrina Ouali, head of development, should help structure this new phase.
After nearly twenty years spent designing immersive journeys, Caroline Debonnaire now intends to transmit her know‑how to industry professionals and give greater visibility to her offer among travelers.
« The goal is to bring people together and to unite around responsible tourism », explains the founder. She believes travel agencies have a role to play in making these stays known, even as expectations for immersion and encounters with local populations advance.
The arrival of Sabrina Ouali, head of development, should help structure this new phase.
Sabrina Ouali rejoint Vision Éthique pour développer le BtoB
Opening up to agencies responds to a dual objective. On the one hand, Caroline Debonnaire wants to transmit the on‑the‑ground experience she has gained. On the other hand, the company has begun to receive direct inquiries from professionals interested in its programs.
« A year ago, we started receiving direct requests from agencies that came to Caroline saying: “We are interested in your production. We would like to resell it” », recounts Sabrina Ouali.
With more than fifteen years of experience in tourism, spanning business development, marketing and BtoB support, she knows the distribution challenges. Her arrival is also part of a personal story. She had met Caroline Debonnaire in Laos in 2017. “During a conversation on a terrace in Luang Prabang, she shared with me her vision of tourism that is more humane, more respectful of territories and local populations. That conversation left a deep impression on me.”, she explains.
To market its trips, Vision Éthique has set up a professional space on its website. Agencies can consult guaranteed departures in small groups, limited to 14 participants, and access programs and prices excluding flights. They can also submit tailor‑made requests or design trips for their groups.
The offering also targets networks and group organizers, notably to accompany social and economic committees (CSE). Formats can be adapted to meet clients’ expectations, whether it is a single departure, a family trip or a group itinerary.
« We would like to work with as many agencies as possible, so that our production is with agencies, with networks », sums up Caroline Debonnaire. For the moment, the company has no numerical growth target. It first aims to forge partnerships with professionals who share its values and fill its guaranteed departures.
« A year ago, we started receiving direct requests from agencies that came to Caroline saying: “We are interested in your production. We would like to resell it” », recounts Sabrina Ouali.
With more than fifteen years of experience in tourism, spanning business development, marketing and BtoB support, she knows the distribution challenges. Her arrival is also part of a personal story. She had met Caroline Debonnaire in Laos in 2017. “During a conversation on a terrace in Luang Prabang, she shared with me her vision of tourism that is more humane, more respectful of territories and local populations. That conversation left a deep impression on me.”, she explains.
To market its trips, Vision Éthique has set up a professional space on its website. Agencies can consult guaranteed departures in small groups, limited to 14 participants, and access programs and prices excluding flights. They can also submit tailor‑made requests or design trips for their groups.
The offering also targets networks and group organizers, notably to accompany social and economic committees (CSE). Formats can be adapted to meet clients’ expectations, whether it is a single departure, a family trip or a group itinerary.
« We would like to work with as many agencies as possible, so that our production is with agencies, with networks », sums up Caroline Debonnaire. For the moment, the company has no numerical growth target. It first aims to forge partnerships with professionals who share its values and fill its guaranteed departures.
Une immersion locale sans renoncer au confort
Vision Éthique claims a approach that goes beyond merely visiting the must‑see sites. Its itineraries combine visits, carefully selected accommodations and time for immersion with local communities. In the Vietnam region, for instance, the agency prefers to focus on one area rather than offering a circuit from north to south. In Cambodia, the temples of Angkor remain on the program, but the trip dedicates more space to interactions.
« It is essential to take the time to understand what the destination is like, how the inhabitants live », emphasizes Sabrina Ouali. The goal is not to multiply stops, but to give travelers keys to comprehend the territory. The experience nevertheless keeps its holiday dimension, with comfortable hotels and ecolodges, and moments of relaxation.
The difference also lies in the preparation of the circuits. When opening a destination, Caroline Debonnaire can devote one to four months on site to meet suppliers, build itineraries and forge relationships with the communities. “You have to go meet the people, build the project, discuss with them. It’s hands‑on expertise.”
The agency attaches a solidarity contribution to its trips, paid to local associations. According to Caroline Debonnaire, this contribution amounts to between 10 and 25 euros per person and helps support projects followed by the company. Travelers can meet the associations during their stay to better understand how their contribution is used. Vision Éthique also relies on a structured CSR approach, with a Travelife certification obtained in 2025 and membership in the network Agir pour un Tourisme Responsable (ATR).
This expertise should also enable the agency to stand out at a moment when artificial intelligence makes it easier to create standard circuits. For Caroline Debonnaire, in‑depth knowledge of communities, local contacts and the building of encounters do not hinge on an automated itinerary.
For 2027, Vision Éthique aims to develop Nepal and Cape Verde, while broadening its offer to destinations accessible by train. Sète and Catalonia are among the new proposals, with the latter resulting from a partnership with its tourist office. The agency thus intends to extend its catalog from 18 destinations to around 20, or even 22, while preserving its approach of territorial mastery and collaboration with local actors.
« It is essential to take the time to understand what the destination is like, how the inhabitants live », emphasizes Sabrina Ouali. The goal is not to multiply stops, but to give travelers keys to comprehend the territory. The experience nevertheless keeps its holiday dimension, with comfortable hotels and ecolodges, and moments of relaxation.
The difference also lies in the preparation of the circuits. When opening a destination, Caroline Debonnaire can devote one to four months on site to meet suppliers, build itineraries and forge relationships with the communities. “You have to go meet the people, build the project, discuss with them. It’s hands‑on expertise.”
The agency attaches a solidarity contribution to its trips, paid to local associations. According to Caroline Debonnaire, this contribution amounts to between 10 and 25 euros per person and helps support projects followed by the company. Travelers can meet the associations during their stay to better understand how their contribution is used. Vision Éthique also relies on a structured CSR approach, with a Travelife certification obtained in 2025 and membership in the network Agir pour un Tourisme Responsable (ATR).
This expertise should also enable the agency to stand out at a moment when artificial intelligence makes it easier to create standard circuits. For Caroline Debonnaire, in‑depth knowledge of communities, local contacts and the building of encounters do not hinge on an automated itinerary.
For 2027, Vision Éthique aims to develop Nepal and Cape Verde, while broadening its offer to destinations accessible by train. Sète and Catalonia are among the new proposals, with the latter resulting from a partnership with its tourist office. The agency thus intends to extend its catalog from 18 destinations to around 20, or even 22, while preserving its approach of territorial mastery and collaboration with local actors.
Publié par Noah Penalva Rédacteur TourMaG.com Voir tous les articles de Noah Penalva
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