The primary aim of this study is to look at the incorporation of value education into the bespeaking of responsible tourists and ethical travel practices. Research has been topical due to a glaring inadequacy in informing how effective education interventions would be in nurturing sustainable tourism behaviours. The study uses mixed methods: qualitative data are extracted from traveller experiences whereas quantitative data relate to tourism practices and attitudes and show that structured value education enhances awareness and commitment to ethical travel decision-making amongst travellers. Findings indicate that in comparison to their counterparts without exposure to value education, those with such exposure to value education would tend to be more inclined to engage in sustainable practices such as supporting local economies and minimizing environmental impacts. Such results have ramifications beyond tourism, such as similar kinds of education can be important in promoting responsible behaviours in all aspects of health care, where ethical decisions impact populations' well-being. Concern over the role of education in cultivating responsible engagement is thus in the evidence that value education integrated into travel programs has the potential to reshape consumer behaviour and, indeed, lead to a more sustainable and ethical tourism industry. These conclusions show that policy changes should be made in tourism management and educational curricula, thus creating an informed and responsible traveller that will take sustainability into account, which will most likely result in more ethical practices across all fields, including health care, where informed decisions play an important role in creating a better society.