Of course those of us who work in tourism make our living from bringing strangers together - 2 billion of them last year. But very much like the country our industry is also divided – in our case between those who prefer to separate local people from tourists in all inclusive resorts and create a “home away from home”, and those who see meeting strangers from other parts of the world as part of the intrinsic appeal of tourism.  

You only need to read about local residents campaigning against the unsustainable impacts of large cruise ships docking in Venice, or the Balearic Island’s recent eco tax on tourists and the divisions and conflicts within the tourism industry become strikingly clear.

In a sense the battle lines are now drawn between those of us who see an immigrant or politician from Europe, a local person on holiday, or anyone who is a little different to us in a tolerant and positive way versus those who see them in a more fearful way. For the sake of our industry and wider society, tourism must play its role in this debate, which will continue throughout Europe and the US for at least the next 10 years.

For those of us active in responsible tourism our role is to help counter this growing mistrust through open, friendly and fair opportunities to enjoy the company of strangers. Furthermore as an industry based on creating joyful moments and memories we can do this in an optimistic and positive way.

Commenting on the Brexit vote the head of Friends of the Earth told The Guardian he feared that the environmental movement (not ably absent from EU referendum debates) had neglected engaging with the public and focussed too much on Politicians. I believe in tourism the same is true. We have numerous consultants, academics and lobbyists trying to persuade governments around the world to think more responsibly about tourism, but not enough businesses working to excite tourists about it. And we believe that treating people and places fairly and with respect leads to better holiday experiences for tourists – it’s a win-win situation.

This is why I believe that now is good time for us to relaunch the Responsible Travel website. It is the biggest overhaul we’ve ever had and it continues our campaign to popularise responsible tourism.

Since 2008 there has been a steady shift in consumer interest towards brands with a social purpose – and we believe tourism will be the next industry to follow that trend. In fact we think we are already starting to benefit. Since the start of 2015 Responsible Travel has been growing very quickly, with year on year booking revenues up over 30% and we are now growing faster than any previous point in our 15 year history.

We’re sharing this not to boast, but in the hope that we can influence the rest of the industry and persuade them that a more caring form of tourism can be very commercially successful. If we can excite our customers about responsible tourism – and do more to show our customers that all types of tourism, from niche to mainstream can be more responsible, we will not only be breaking down divisions within tourism, but playing our part in countering bigger issues of mistrust in wider society.

So today sees us take a bit step to up our game to popularise responsible tourism. So too must everyone who believes in a tolerant world when every stranger is a potential friend and ally.

Justin Francis is the chief executive of Responsible Travel