Supporting local small businesses in traveling offers authentic and unique experiences, helping to keep indigenous businesses alive and stimulate the local economy. Choosing independent travel agencies and local hotels allows you to experience more genuine and personal tourism. In this article I offer some suggestions for planning a more conscious trip.

In an increasingly globalized world, large booking platforms and international hotel chains dominate the tourism industry. However, there is an alternative that is often overlooked: local small businesses in the travel sector.

These local businesses, ranging from independent travel agencies to small accommodations, are the beating heart of authentic tourism.
If you’ve been reading my blog for a while, you probably know my love for authentic travel experiences—those that truly connect me with local people and their traditions.

Supporting local small businesses not only provides a more personal and unique experience but also helps keep locally owned enterprises alive and, in turn, sustains the local economy.
Here are seven simple ways to support these businesses while enjoying more meaningful, genuine, and authentic travel experiences.

1. Book Directly with Local Accommodations

This might seem obvious, but it’s often overlooked: booking directly with small businesses instead of large platforms can make a huge difference. When you book a stay at a B&B, a guided tour, or a food experience directly on the company’s website, 100% of your payment goes to the business itself. Online booking platforms can take commissions as high as 15-30%.

Recently, during my trip to Apulia, I chose to book directly with a family-run masseria that wasn’t listed on major platforms like Booking or Airbnb.
The benefits were numerous: not only did I save some money, but I was welcomed with a warmth that is rare in chain hotels.
The owner gave me great tips on what to visit, and thanks to her, I discovered a beautiful, secluded beach that I’m certain I wouldn’t have found otherwise.

2. Choose Local Products and Services

When visiting a new destination, opt for products that belong to the local economy. Choose handmade souvenirs, food from small restaurants, or tours run by local guides. This not only guarantees a more original experience but also directly supports the community.

I could give you countless examples because most of my souvenirs come from small local businesses.
But today, I want to tell you about my experience in South Tyrol, where I attended a private cooking class with Mrs. Maria (I wrote more about it here – check out the link!).
Even though communication was challenging—she only spoke German, no Italian or English—we understood each other perfectly while making typical dumplings together!

That experience was much more than just a cooking class: it was a glimpse into mountain life, from picking fresh herbs in the garden to baking our dish in the oven.
Honestly, I preferred this truly authentic experience over buying a random souvenir from a tourist market. I brought home not just a memory but a real emotional connection that I’ll cherish forever.

4.​ Leave Positive Reviews

As mentioned before: never underestimate the power of a good review! Platforms like Google Maps and TripAdvisor are go-to resources for many travelers. A detailed and positive review (with beautiful photos) can attract new customers and help small travel businesses build a strong online reputation.

5. Attend Local Events and Markets

Another way to support local businesses is by participating in local events and markets. Many cities host farmer’s markets, artisan fairs, and cultural festivals that showcase local products and traditions. Attending these events enriches your travel experience in a unique way and helps preserve authentic traditions.

In Cuba, I stumbled upon a street festival at Callejón de Hamel in Havana, which turned out to be the most genuine experience of my trip.
With artisan stalls, salsa and rumba rhythms with a tribal flavor, the atmosphere was vibrant and engaging. People danced, enjoyed the festival with music. A simple yet authentic and unforgettable event!

6. Support Local Tour Operators

Big travel agencies often offer standardized tours that lack authenticity. In contrast, local tour operators provide unique and personalized experiences that let you truly explore a destination’s culture. Whether it’s a guided hike, a cycling tour, or a ceramic workshop where you create your own vase, these experiences are rarely replicated by major companies.

Additionally, you can support local businesses during tough times. Small travel businesses are particularly vulnerable during crises, such as the COVID-19 pandemic.
In such moments, even small gestures can make a difference—buying gift vouchers to use in the future or postponing rather than canceling a booking can help sustain a business through difficult periods.

7. Spread the Word

Even in the digital age, I firmly believe that word-of-mouth remains one of the most effective ways to support local businesses.
Telling your friends about your positive experiences and encouraging them to choose local small businesses when they travel can strongly influence their decisions when booking.
Support from friends and family can be incredibly impactful, especially for businesses that rely on loyal and returning customers.

One experience I’ll never stop raving about is the mesmerizing Rotating Dervishes performance I witnessed in Turkey!
It was truly a mystical and immersive experience—absolutely unforgettable! 

In my opinion, supporting local businesses while traveling is not just an ethical or economically sustainable choice—it’s also a unique opportunity to enrich your travel experience.
Interacting with local artisans, farmers, and business owners allows you to discover traditions, flavors, and stories that are rarely found in mainstream tourist circuits.
Every purchase becomes a tangible memory of an authentic encounter, transforming your trip into a more meaningful and unforgettable experience.

Do you want to ask me for advice, share your opinions, suggest something to do or see, or simply… say hello?

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