At HBX Group, we believe in the power of tourism as a force for good. That belief inspired us to launch Guides for Good—a corporate volunteering initiative that brings people together through something as simple—and meaningful—as a guided tour.
The programme offers free, locally guided tours to people who may feel disconnected from their surroundings—such as immigrants, older adults, or individuals at risk of social exclusion. The goal is to help them rediscover their environment, feel welcomed, and reconnect with their communities.
These visits are made possible thanks to the commitment of our volunteers—HBX Group employees who dedicate their time, creativity and energy to designing, planning and leading meaningful experiences.
Each volunteer plays a part—planning the route, leading the visit, or creating the guide that’s later shared with the wider team. It’s all about connecting with others, discovering places together, and making people feel part of it. Alongside them, we count on the support of local organisations, who help us identify the right participants and better understand their needs.
So, who makes it happen?
What we’ve achieved so far?
These are the tours that have been made so far:
- A visit to the Drach Caves in Palma de Mallorca (2 employees, 11 immigrants).
- A cultural tour of the El Meco archaeological site and El Niño beach in Cancún (2 employees, 12 older adults).
- Three walking tours in Bangkok—Siam Square, the Bangkok Art and Culture Centre, Chinatown and the Grand Palace, and the Flower Market—each involving 2 employees and 1 older adult.
Take a look at the Bangkok guide!
The digital guides created by our volunteers are designed to celebrate the beauty of local places and share them with colleagues, friends and families across HBX Group. Through personal insights and cultural context, these guides help us connect with one another—one place, one story, one walk at a time.
And now, we’re excited to share them with you too. Check
out the one our volunteers have created for Bangkok!
Why it matters?
Guides for Good it´s a way to build empathy, promote inclusion, and create shared experiences that leave a lasting impact.
Let´s continue making the difference!