ITC Classics is launching a programme of voluntourism holidays.
Through a new brand, ITC Giving, the operator is partnering with People and Places to offer clients the opportunity to participate in a range of carefully-selected community projects.
These include education, health and social care, conservation and wealth creation in destinations such as South Africa, Morocco, India, Thailand and Peru.
Chief executive Jennifer Atkinson said: “Today’s traveller is more aware than ever of their social responsibility and is in search of ever-more meaningful experiences.
“It was this feedback from our clients combined with our commitment as a business to give back charitably that instigated the development of the ITC Giving programme.”
A typical ITC Giving itinerary includes a minimum of five working days in the chosen community project.
This can then be combined with additional luxury itineraries, for example, teaching projects in Port Elizabeth, South Africa can be combined with a visit to Cape Town, a safari holiday in Shamwari or driving the Garden Route.
ITC Giving launches on April 6.