Vision Éthique, a specialized agency in responsible tourism, is opening its travel services to other agencies, with Sabrina Ouali leading the development of its BtoB sector.
At the IFTM 2026 trade show, the Vision Éthique team presented this new B2B shift, emphasizing that the agency now entrusts its development to Sabrina Ouali.
The company’s founder, Caroline Debonnaire, aims to share her expertise with professionals in the industry and increase visibility for her offerings among travelers.
On the IFTM stand, the message was clear: responsible tourism should no longer remain the preserve of an already convinced clientele, but should open up to all market players.
According to Caroline Debonnaire, the goal is to “gather and federate around responsible tourism,” and she believes that travel agencies have a role to play in promoting these types of trips.
Expanding Services
Sabrina Ouali first met Caroline Debonnaire in Laos in 2017, during a conversation on a terrace in Luang Prabang where the vision of a more human tourism was shared with her.
The opening of Vision Éthique’s services to agencies is driven by a dual desire: to share the company’s expertise and to respond to direct requests from professionals interested in its programs.
A year ago, several agencies came directly to Caroline to express their interest in reselling the programmes, confirming the sector’s enthusiasm.
Sabrina Ouali has over 15 years of experience in the tourism industry, including commercial development, marketing, and BtoB support, and she is familiar with the challenges of distribution.
Commercialization Strategy
To commercialize its trips, Vision Éthique has created a professional space on its website, where agencies can consult guaranteed departures in small groups and access programs and prices excluding flights.
Agencies can also request customized trips or create their own itineraries for their groups, and the offer is also available to networks and group travel organizers.
Caroline Debonnaire hopes to work with as many agencies as possible and to establish partnerships with professionals who share the company’s values.
Responsible Tourism Approach
Vision Éthique’s approach to responsible tourism involves more than just visiting famous sites; its itineraries combine visits, selected accommodations, and immersion with local communities.
For example, in Vietnam, the agency focuses on a specific region rather than offering a tour from north to south, and in Cambodia, the temples of Angkor are included in the program, but the trip also leaves room for encounters with locals.
Sabrina Ouali emphasizes the importance of taking the time to understand the destination and how the inhabitants live.
The company’s objective is not to multiply the number of stages, but to give travelers the keys to understanding the territory, while still maintaining the comfort and relaxation aspects of the trip.
Vision Éthique also associates its trips with a solidarity contribution that is reversed to local associations, amounting to between 10 and 25 euros per person.
According to Caroline Debonnaire, this contribution represents between 10 and 25 euros per person and supports projects followed by the company.