As a pioneer of responsible tourism in Korea, Travelers’ MAP identified critical problems in the Korean travel industry and recognized the urgent need for a shift from a low-priced, mass-produced, wholesaler-driven system to multi-product, small scale, customer-driven platform. Accordingly, Travelers’ MAP started in 2008 to challenge the Korean travel industry and to bring socially and environmentally responsible travel to Korea and Asia. Travelers’ MAP is the first responsible tourism company to be certified as a social enterprise by the Ministry of Labor in Korea.