sustainable tourism marketing strategy

Enhance Your Tourism Marketing Strategies With Climate Contribution

The travel and tourism industry contributes anywhere from 5 percent to 8 percent of total global greenhouse gas emissions and consumers are aware of this impact. Your customers are increasingly prioritizing sustainability in their travel choices.

The industry is adapting to growing consumer demands for sustainability . As eco-friendly trends gain momentum, tourism marketing is evolving to highlight how companies are implementing greener practices.

This guide will show you how adopting sustainable measures can attract eco-conscious travelers, boost your brand’s reputation, and ultimately increase your revenue . We’ll walk you through the essential steps to make your tourism business more sustainable and discuss the most effective marketing strategies to promote your eco-friendly initiatives.

What Is Sustainable Tourism Marketing?

Sustainable tourism marketing involves promoting travel experiences and destinations in ways that prioritize environmental conservation, cultural preservation, and social responsibility. This approach is aligned with current tourism trends that emphasize protecting the environment, preserving local cultures, and uplifting communities. By implementing marketing strategies that highlight green practices, boost local businesses, and emphasize the importance of sustainability, businesses can enhance their tourism marketing efforts.

This style of marketing not only helps reduce the negative effects of tourism but also spreads the benefits, ensuring that travel is a force for good. It aims to attract travelers who care deeply about the impact of their journeys, drawing in a dedicated audience that values responsible travel.

How Marketing Sustainability In Tourism Impacts Businesses

Marketing sustainability in tourism is essential for businesses looking to address consumer concerns about environmental impact and demonstrate their commitment to reducing their carbon footprint . By transparently showcasing your sustainable practices—whether that’s through reducing energy usage, supporting local conservation efforts, or using sustainable materials in your operations—you not only address these concerns but also create a unique selling point .

So how does this affect your company’s bottom line?

Here are a few compelling statistics demonstrating why your tourism business should start incorporating sustainable practices:

• Consumer Demand: A staggering 74% of consumers are more likely to purchase from companies transparent about their sustainability efforts, such as achieving carbon neutrality or using eco-friendly product labels like ‘biodegradable’. This preference is even more pronounced among younger consumers, with 80% altering their shopping habits based on a company’s social responsibility and environmental impact.
• Increased Spending: Consumers are willing to spend more with companies that make a corporate social responsibility pledge. The research shows that 77% of consumers are likelier to spend more with such companies, indicating that integrating sustainability into your marketing can directly influence purchasing decisions.
• Brand Loyalty: Sustainability also significantly impacts customer loyalty. According to the Capgemini Report, 77% of consumer products and retail organizations found that sustainability leads to increases in customer loyalty. Additionally, products with ESG-related claims saw a 28% cumulative growth over five years, compared to 20% for products without such claims.
• Competitive Advantage: With only 25% of consumers not actively seeking sustainability information, the vast majority do, and many express frustration at not being able to easily identify environmentally friendly companies. This presents a significant opportunity for brands that effectively communicate their sustainability initiatives.
• Future Growth: The push towards sustainability is not just a trend but a growing economic force. McKinsey’s analysis projects that demand for net-zero offerings could generate up to $12 trillion in annual sales by 2030 .
• Regulatory and Social Pressure: As regulations tighten and social expectations grow, companies that preemptively adopt sustainable practices are better positioned to navigate future challenges and maintain a positive public image.

Want more juicy statistics about sustainability in ecommerce? Download our State Of Sustainability In Ecommerce Report to see what the data from our survey of 10K global consumers reveals.

How To Make Your Tourism Business More Sustainable

Making your business stand out in the tourism industry and meet consumer demands for sustainable options begins with actually making your tourism business more sustainable.

• Seek Green Certifications and Awards: Obtain green certifications from recognized environmental organizations to lend credibility to your claims. Display these certifications prominently in your marketing materials and on your website.
• Showcase Sustainable Practices: Use your platforms to highlight sustainable practices your business has adopted, such as using renewable energy sources, reducing water usage, and employing locals. Share stories and visuals that demonstrate these efforts in action. See how EcoCart’s Impact Page & Counter seamlessly showcases your sustainability efforts in real time.
• Educate Your Audience: Regularly post content that educates travelers on the importance of sustainable tourism and how they can make eco-friendly choices. This could be through blog posts, newsletters, or social media campaigns.
• Offer Sustainable Choices: Provide customers with sustainable options, like offsetting emissions produced by the trip, eco-friendly accommodations, travel packages that benefit local communities, or activities that do not harm the environment. Make these options easy to find and attractive.
• Partner with Like-Minded Businesses: Collaborate with other companies that prioritize sustainability to broaden your impact and reinforce your brand’s commitment to environmental responsibility.
• Engage Locally: Involve the local community in your tourism offerings. This can include promoting local artisans, food producers, and cultural experiences that support the local economy and reduce environmental impacts.
• Measure and Report Impact: Keep track of the impact your sustainability initiatives are making and share these results with your audience. Transparency builds trust and can motivate others to choose your business. See how EcoCart’s Sustainability Insights Dashboard lets your business track its progress in real time.

12 Sustainable Tourism Marketing Strategies

Once you have your ducks in a row, it’s time to weave sustainability into your existing marketing strategy. These tourism marketing strategies are a great start:

1. Create A Sustainability Statement

A sustainability statement outlines your plans to becoming a net zero emissions business. Start by clearly defining what sustainability means for your tourism business. This might include reducing carbon emissions, conserving water, minimizing waste, or promoting local biodiversity.

Here are the general steps for creating a sustainability statement with substance:

• Conduct a sustainability audit to see where your greatest emissions are coming from. This audit should cover all aspects of the business, from energy usage and transportation to food services and waste management. Utilize tools and methodologies that align with international standards to ensure the audit is thorough and credible.
• Set specific, measurable sustainability goals such as reducing greenhouse gas emissions by a certain percentage within a defined timeframe.
• Next, develop a sustainability program based on the audit’s findings. Implement targeted sustainability initiatives and discuss your commitment to these practices through in your sustainability statement.

Want to know where your business stands? Get your sustainability scorecard with our quiz:

2. Allow Customers To Offset Their Trips During Booking

Weave sustainability into every step of the customer experience by allowing customers to offset emissions produced by their online bookings with EcoCart’s Climate Contribution Widget . This innovative feature seamlessly incorporates into the online checkout process, offering customers the opportunity to offset the carbon emissions associated with their journeys.

When a customer books a travel service or product, the widget calculates the carbon footprint of their trips based on mode of transportation, route per leg of the journey, and each stage of the trip. This calculation is powered by EcoCart’s Product Emissions Calculations , which utilize an extensive database of certified carbon offset projects and up-to-date lifecycle assessment data to ensure accuracy.

This feature serves as a significant differentiator in the competitive tourism market. The transparency provided by real-time calculations helps build trust and customer loyalty.

Learn more about how EcoCart’s Travel & Tourism Solution can make your travel business more sustainable.

3. incorporate sustainability in your content marketing.

Create engaging content that highlights your sustainability efforts. By creating content that highlights your sustainable practices, you can engage and educate your audience about the importance of eco-friendly travel. For instance, a blog series documenting your transition to sustainable operations, testimonials from customers who have experienced your green initiatives, or a video showcasing your eco-friendly facilities can significantly enhance your brand’s appeal.

EcoCart’s Sustainability Marketing Toolkit can further elevate your efforts by automating many aspects of your sustainable marketing strategy. This toolkit includes features that help you measure and communicate the impact of your eco-friendly practices, such as carbon footprint calculators and real-time reporting.

With EcoCart, you can provide transparent and quantifiable evidence of your sustainability efforts, making your marketing messages more credible and compelling to environmentally conscious travelers.

4. Create Social Media Campaigns Around Sustainable Travel

Social media is one of the most effective marketing channels your tour business can use. You’ll first want to understand where your target audience hangs out on social media. Gen Z , for example, is on TikTok and Snapchat whereas Millennials are on Facebook and Instagram. Launch campaigns that feature your sustainable practices on various social media platforms so that you reach the widest audience.

Here’s how to promote sustainable tourism on social media platforms quickly and easily:

• Use hashtags like #EcoTravel or #SustainableTourism to increase visibility and hop on social media trends quickly so that the platforms are more likely to promote you to new audiences.
• Encourage guests to share their green experiences while on their trips, which provides social proof and amplifies your message across these platforms.
• Create polls on which Climate Contribution Projects your business should support next to increase engagement and also do a bit of audience research.

5. Tap Into Influencer Marketing

Partner with travel influencers who focus on eco-friendly travel. Their endorsement can lend credibility to your sustainability claims and help you reach a broader audience that values sustainability.

Begin by identifying influencers who not only have a significant following but also align with the values of sustainable tourism. These influencers often have engaged audiences who trust their recommendations and are passionate about the environment. You can ask to see their media kit to learn about their engagement rates.

To effectively partner with these influencers, consider creating collaborative content that highlights your company’s sustainability efforts. For instance, invite influencers to experience and showcase eco-friendly activities such as guided eco-tours, conservation projects, or visits to renewable energy facilities. Encourage them to share their genuine experiences and insights, which can lend credibility to your sustainability claims.

Moreover, develop a campaign around hashtags that both resonate with eco-conscious travelers and enhance the visibility of your content. Use specific, memorable hashtags that relate to sustainability in travel, like #EcoTravelWithUs or #SustainableStay. This not only helps in tracking the performance of the campaign but also in creating a community around sustainable tourism.

Finally, ensure that your collaboration with influencers includes actionable tips that their audience can follow with your business, such as offsetting their trip’s carbon footprint , choosing eco-friendly accommodations, or supporting local green businesses. By providing these actionable insights, you create value for the audience, encouraging them to engage more deeply with eco-friendly travel practices.

6. Highlight Green Efforts In Email Marketing

Email marketing remains a powerful tool for engaging with tourists and promoting sustainable tourism. To maximize its impact, focus on crafting regular newsletters that not only inform but also inspire your audience. Start by detailing the specific initiatives your business has undertaken to make a positive environmental impact. For instance, you could showcase your efforts in reducing carbon footprints, partnering with local conservation projects, or using eco-friendly materials and practices.

Also, consider highlighting seasonal promotions that tie into local conservation efforts, which can entice travelers to participate in activities that contribute to the area’s sustainability.

By incorporating vivid images and real stories from tourists and locals alike, your newsletters can vividly demonstrate the positive impacts of these sustainable practices, making your marketing message both engaging and educational.

7. Optimize for Sustainable Keywords

A good portion of consumers do their research through search engines before committing to a purchase. Optimizing your website content for said search engines is an effective way to attract visitors online.

Start by conducting thorough keyword research to identify terms that potential customers are using to search for eco-friendly travel options. Tools like Google Keyword Planner, SEMrush, or Ahrefs can help you discover popular and niche keywords related to sustainable tourism. For instance, phrases such as “eco-friendly accommodations,” “green travel destinations,” or “sustainable tour packages” might be highly relevant.

Once you’ve identified the right keywords, integrate them strategically into your website. This includes placing them, in order of impact,

• page titles
• blog post content
• main page content

This will improve your search engine visibility. However, it’s important to use keywords naturally and avoid overstuffing, as search engines penalize websites that attempt to manipulate search results with excessive keyword usage.

While you’re making all of that optimized content, be sure to create high-quality content that addresses topics of interest to eco-conscious travelers. For example, blog posts about the benefits of sustainable travel, guides on minimizing one’s carbon footprint while traveling, or highlights of your eco-friendly practices can engage readers and boost your site’s relevance and authority. By optimizing your website for sustainable keywords, you not only improve your visibility on search engines but also attract a more targeted audience, which is likely to convert into bookings or inquiries.

Want to learn more about SEO? Read through these basic SEO guidelines to start implementing on your website.

8. Offer Immersive Experiences

Offer virtual reality tours of the Impact Projects that your business contributes to so that your customers can see how their purchase will impact the communities and environments directly. This virtual engagement not only enhances transparency but also deepens customer loyalty by making the impact tangible. Potential features could include interactive elements where viewers can speak to community members or participate in decision-making processes virtually.

Integrating real-time data, such as progress metrics or environmental benefits, could enrich the experience. By allowing customers to virtually visit project sites, you provide a compelling narrative of positive change, encouraging continued support and involvement.

9. Launch A Green Loyalty Program

Loyalty programs, by themselves, are impressive powerhouses that boost revenue and customer retention. Develop a green loyalty program that rewards customers for making sustainable choices, such as choosing a low environmental impact travel option or to offset emissions produced by their travel option. Rewarding customers for opting into sustainable actions is a way to further solidify customer loyalty and retention with a very specific and dedicated target audience.

10. Embed Interactive Web Elements

Interactive web elements not only engage visitors but also empower them with information that can influence their decisions and behaviors. For tourism marketers, incorporating tools like carbon footprint calculators on their websites can be particularly effective. These calculators allow travelers to estimate the environmental impact of their travel choices, from flights to hotel stays. By providing this data, you help visitors make more informed, eco-friendly decisions. Providing options for carbon offsetting directly on the booking pages can further integrate sustainability with the entire customer experience.

For example, integrating a tool like EcoCart’s Sustainability Insights Dashboard can add a significant value to your website. By embedding this feature, businesses can monitor their carbon emissions and offset impacts in real-time.

11. Highlight User-Generated Content

Encourage your customers to post their own content showcasing their sustainable travel experiences at your locations. User-generated content such as photos, videos, and testimonials provide authentic insights into your sustainable practices and enhance credibility, making your marketing efforts more relatable and effective.

Start by creating a catchy, sustainability-themed hashtag. Encourage your guests to tag their eco-friendly adventures using this hashtag, creating a vibrant, searchable content stream that acts as a living testimonial to your brand’s commitment to the environment. To add an element of excitement, run a photo or video contest with prizes that promote further sustainable activities, like discounts on future eco-friendly tours or free eco-friendly travel gear.

12. Showcase Positive Online Reviews

Actively promote and manage online reviews focusing on your sustainability efforts. Positive reviews can significantly influence potential customers by highlighting your commitment to sustainability.

To effectively showcase these reviews, start by encouraging your customers to share their experiences, particularly those that emphasize your commitment to sustainability. You can facilitate this by sending follow-up emails post-visit, or by providing incentives like discounts on future bookings for those who leave a review.

Once you have gathered reviews, actively promote the best testimonials across your marketing channels. Feature them prominently on your website, share them in your newsletters, and post them on social media platforms. Ensure that these reviews are visible to all website visitors by creating a dedicated section or a dynamic feed that updates with new reviews.

Engaging with reviews is as important as showcasing them. Make it a practice to respond to all reviews, both positive and negative. This interaction demonstrates your brand’s dedication to customer satisfaction and continual improvement in sustainable practices. When addressing negative reviews, offer solutions and show your willingness to make things right. This proactive approach not only rectifies issues but also publicizes your commitment to responsible tourism.

Sustainable Travel & Tourism Marketing Options By Business Size 

No matter the size of your tourism business, EcoCart offers tailored solutions to make sustainable marketing straightforward and effective. Our Travel and Tourism solution calculates the emissions per trip, based on the route, transportation modes, and each leg of the trip.

Up to $50K in total monthly revenue 

For businesses with up to $50K in total monthly revenue, EcoCart provides a do-it-yourself model with software specifically designed for carbon accounting and offsetting. This allows small businesses to manage their carbon footprint independently while leveraging technology and digital marketing to promote their green initiatives effectively.

Our out-of-the-box Climate Contribution Checkout Widget automatically calculates emissions per product and the amount to contribute to offsets.

$50K-$100K in total monthly revenue 

Businesses generating between $50K and $100K in total monthly revenue can benefit from EcoCart’s integration capabilities, seamlessly linking with their existing tech stack for a holistic approach to sustainable marketing. We currently integrate with:

• Shopify – Elevate your Shopify store’s sustainability effortlessly with EcoCart. Our ready-to-use Shopify integration allows merchants to seamlessly integrate sustainable ecommerce solutions without requiring additional development resources.
• Tapcart – Integrate EcoCart with Tapcart in your native mobile app to offer a climate contribution option at checkout. Add the EcoCart checkout widget to your app cart and include Product Detail Page (PDP) injections for enhanced transparency. This strategy enhances the shopping experience and fosters deeper loyalty among your dedicated customers.
• Recharge – Enable shoppers to offset the carbon emissions of their orders with the EcoCart and ReCharge integration. This allows customers to choose the frequency of their product deliveries and opt to either offset emissions themselves or have them offset on their behalf.
• Yotpo – Use Yotpo in combination with EcoCart to enhance your brand’s sustainability. By integrating Yotpo Loyalty & Referrals and SMSBump, you can incentivize, reward, and thank customers for reducing their carbon footprint effectively.

Over $100k in total monthly revenue 

For enterprises earning over $100K in monthly revenue, partnering with EcoCart can help develop a comprehensive sustainability program. EcoCart’s expertise in building and implementing customized sustainability solutions can help larger businesses amplify their impact, improve customer loyalty, and boost their market position through advanced sustainable practices and reporting.

Use our API to weave your calculations and offsets right into your native marketing strategy.

Make Your Tourism Business More Sustainable With EcoCart

Elevate your tourism business’s sustainability with EcoCart’s comprehensive tools. Whether you’re starting or enhancing your eco-friendly initiatives, EcoCart provides customized solutions, including the Impact Page & Counter and the Sustainability Insights Dashboard. These tools help you monitor and offset your environmental impact while transparently showcasing your efforts to customers. This open communication builds trust and loyalty among eco-conscious consumers. Connect with EcoCart today to advance your sustainability practices and stand out in the tourism industry. Make a move towards a greener future by integrating EcoCart into your business strategy.

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A guide to marketing sustainable tourism services.

In Blog , marketing , Travel Industry .

By Tom Mcloughlin, Founder, SEO Travel

Sustainability is making an impact across a range of different industries, affecting everything from the cosmetic products we buy to the suppliers we buy our household energy from. Travel is an industry where sustainability ties into plenty of different areas, meaning that a lot of different businesses are having to consider their environmental impact and how they can reduce this.

If you offer sustainable tourism services, or are trying to appeal to customers committed to sustainable travel, a tailored marketing strategy is the best way to ensure you’re sharing the right kind of message that your target audience will respond to. In this article, we share some of the key statistics about why sustainable tourism is so important at the moment, along with actionable advice on how to promote sustainable services with your marketing strategy.

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Sustainability in Tourism

Sustainability has been a significant focus in the travel industry for some time now. Over 5% of global greenhouse gas emissions can be attributed to tourism activity, with this figure predicted to rise to 25% by 2030, seriously impacting the global climate crisis. ( Source )

As a result of this, sustainable tourism has emerged as a growing trend that many businesses in the travel industry are starting to get behind. It has been defined by the UN World Tourism Organization as “tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities”. Instead of putting economic goals at the forefront of their service offering, sustainable tourism businesses instead consider how they can offer an outstanding travel experience to their customers whilst having as minimal impact on the environment as possible.

Related trends like ‘slow travel’, ‘ecotourism’ and even ‘staycations’ all have similar goals in their pursuit of a new approach to travel that is much more mindful of its potential consequences. There’s a rising demand for these kinds of services, with the market for sustainable travel and tourism expected to grow by $235.21 billion between 2021 and 2025. ( Source )

Sustainable tourism services can be anything from eco-friendly tour packages to transport providers that use green energy to power their vehicles. It can also involve tourist attractions and activities that operate in harmony with the environment and local population, utilising the skills and resources of the nearby area to limit environmental and also economic damage.

As awareness of the impact of climate change grows, along with an understanding of how travel and tourism contribute to it, it’s important that more and more travel businesses consider adopting a sustainable angle or approach to their services. Not only will this benefit you in terms of meeting the demand of eco-conscious customers, but it’s a necessary step in playing our part in protecting the planet.

Why Do You Need a Tailored Marketing Approach?

There’s a definite demand for sustainable tourism services and offerings from travel companies, but you might be wondering why you can’t just use a classic marketing strategy to advertise what you offer. You can, of course, but there are considerable benefits to adopting a tailored approach to specifical market your sustainable tourism services.

Whether you’re a company that exclusively offers sustainable tourism services and experiences, or they’re just a part of your service offering, you’re going to be targeting a specific kind of customer. The most successful marketing campaigns are the ones that have a particular section of your audience in mind, so if you want to make an impact, it’s important to tap into exactly what this group of customers is looking for.

A 2020 survey found that 65% of Gen Z travellers and 51% of millennial travellers are most concerned about sustainable tourism, with Gen Z being the demographic that cares the most about the topic. If you’re marketing sustainable tourism services, you should be aware that customers in these demographics are going to be the most interested, and adapt your strategy accordingly to include approaches that work well for this audience. ( Source )

The above point is particularly relevant if these aren’t demographics that you have solely advertised to before. You’ll need to consider the kinds of social media platforms they’re most active on, the kinds of imagery they’re likely to be engaged by, and also the pain points and motivators that are exclusive to these groups.

Customers seeking sustainable tourism options are also usually going to be looking for these services in particular, not just travel experiences that have sustainability as an added bonus. So instead of having other features or benefits at the forefront of your marketing messages, sustainable tourism marketing needs sustainability at its heart if you’re going to reach the kinds of people that are specifically seeking these services.

Another point to consider is that the target audience for these services is going to be concerned with travelling to their trip or activity destination as well as the sustainability of the experience itself. Consider how you can promote more eco-friendly methods of transport as part of your marketing strategy and even offer discounts for things like public transport users to encourage this.

Finally, remember that 52% of today’s consumers are interested in supporting brands with sustainable values, with 55% of consumers saying that they’d happily pay more money for a more sustainable product. Many sustainable travellers are seeking tourism services offered by brands that are sustainable in everything they do, not just the experiences they offer, so it’s important to consider how you’re going to convey this through your marketing as well. ( Source )

6 Tips for Marketing Your Sustainable Tourism Services

Get specific with your target market.

We’ve already mentioned that the most effective marketing campaigns are the ones that have a very specific target customer in mind. If you’re looking for the best ways to advertise your sustainable tourism services, first identify the kinds of travellers that are likely to want to pay for them.

You need to dig into this more than just ‘environmentally conscious consumers’. What age are they? What kind of background do they come from? What are their personal values? What kinds of travel experiences are they seeking and what other travel services do they pay for? 

As with most kinds of customer research, you should also take note of the platforms your target customers use, the kinds of content they engage with the most and any particular style or tone features that they respond best to.

Take this further by identifying what motivates your target market to travel sustainably and the kinds of experiences they want to get from this. Align these motivations with your unique selling points, and you’ll have the basis of a marketing approach that focuses on precisely what your ideal customer is looking for from a sustainable brand.

Lead with Your Impact

It’s a well-known piece of marketing advice that you should promote the experience or outcome that a product or service offers your customers instead of the specific features or benefits. When it comes to marketing sustainable tourism services, you should focus on the impact that your customers are going to make by travelling with your company.

For example, if you donate a portion of your profits to charity, let potential customers know exactly what this will achieve. ‘Every trip you book helps us release 5 more endangered birds back into the wild’ gives a much clearer idea of the impact your company has than making a general claim about supporting social causes.

Potential customers are going to be much more motivated to book with you if your marketing content tells them exactly how this will make a sustainable difference. Focus on the details and make your messaging as personal as possible so that your audience really feels like they’re having a positive impact. 

Share Unique Advice

A key part of sustainable tourism is offering activities and experiences that have minimal impact on the environment and also supporting local people and businesses that help to keep a destination’s economy functioning. A great way to do this is to create content that offers unique, insider knowledge on things to do and places to go in the destination(s) you offer services, giving your customers tailored advice that helps them enjoy a more sustainable trip .

You can write guides and recommend places yourself, or you can take a more authentic angle and create content interviewing local people and asking for their advice as well. This works well in both a written and a visual format, especially if you create videos that allow for a much more personal and engaging approach.

Promote Relevant Sustainable Businesses

If your customers are seeking out sustainable tourism services then they’ll likely be looking for as many ways as possible to make their whole trip more environmentally friendly. You can appeal to this by partnering with other sustainable businesses that offer complimentary services and then promoting them through your marketing material and directly to customers about to travel.

Not only will this help to improve your customer’s experiences and demonstrate a proper commitment to sustainability , but partnerships are also a great marketing approach that can help to grow your audience. You can encourage the businesses you partner with to promote your services as well, helping you to reach new potential customers and potentially tap into new demographics you haven’t targeted before.

Pitch to Younger Travellers

A study on Millennial travellers found that 86% of customers aged between 18 and 29 consider sustainable travel options to be important when they’re booking a trip. This is the key demographic that you should be marketing your services towards, which means that you need to tap into what they’re looking for from marketing content. ( Source )

First, think about the best formats to reach these potential customers. Video content, especially short-form video, is particularly popular amongst this demographic at the moment, along with marketing content that can be easily shared on social media platforms or interacted with.

If you’re using a social media marketing approach, remember that platforms like TikTok and Instagram are much more popular than sites like Facebook. These potential customers are also much more likely to engage with your brand on these platforms than through conventional customer support systems, so make sure that you’re monitoring activity and interacting with your followers.

Stay Honest

It can be tempting to inflate or exaggerate your commitment to sustainability in your marketing material, especially if you’re trying to catch your customer’s attention with impressive claims. But it’s really important to remember that consumers of sustainable tourism experiences are going to be more committed to doing the research to find brands with values they want to support, meaning that false claims might quickly get found out.

As a brand, gaining and retaining your audience’s trust is incredibly important. You should shout about your sustainability efforts in your marketing content, but be sure to back this up with real evidence and avoid overstating or misrepresenting yourself.

Trust is incredibly important when you’re building a following and establishing a brand image, and our customers will appreciate honesty. If there are areas where you know your business could do better in its sustainability efforts , be open about this and the steps you’re trying to take to improve. This is likely to gain the attention and respect of customers that are also trying to make more sustainable choices, as well as deepen your audience’s trust in your brand.

Sustainable tourism is a topic that encompasses a variety of different brands and their service offerings. It’s an integral part of ensuring the future of the travel industry and setting a precedent that sustainability must be considered across every aspect of running a business , and knowing how to market your sustainable services is a great place to start with this.

If you’re looking for advice on developing a marketing strategy for your sustainable travel brand, get in touch with SEO Travel for a chat and to find out more about the range of marketing services that we offer. We’re a travel marketing agency that donates 100% of our profits to selected charities , so can also offer advice on using your brand as a vehicle for social change.

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Tourism Planning and Destination Marketing

ISBN : 978-1-78756-292-9 , eISBN : 978-1-78756-291-2

Publication date: 29 November 2018

At the core of understanding the practice of marketing sustainable tourism lies an appreciation not only of the evolution of the concept of sustainability, but also of the co-productive process between consumer and producer. This chapter establishes a conceptual overview on sustainable tourism and its alternative terms (ecotourism, responsible tourism, soft tourism, ethical tourism). Its origins stem from the pivotal works of the Brundtland Report. The author considers the complex structures that interact with the tourism industry, such as the social, environmental and economic impacts of tourism in vulnerable or sensitive climates. For example, in Central Thailand, cities such as Bangkok have experienced rapid urbanisation as well as burgeoning tourism. This has resulted in high levels of air pollution from traffic congestion and manufacturing, while escalation in the tourism industry places burdens on waste management systems. Further strains on waste management in both the Eastern and Southern regions, particularly along the coastlines, which suffer from high levels of coastal litter, are attributed to the rising tourism industry – a process other popular destinations have undergone, such as Costa Rica. Examination of cases such as Thailand will elicit further discussion of public awareness of the impacts of the tourism industry in vulnerable climates. Lastly, the chapter will look at cases of demotion or de-marketing of tourism in certain regions in order to limit the number of visitors, such as that of the Blue Mountains National Park in Australia. In addition to the case studies reviewed in this chapter, there is a practice exercise in developing an environmental performance index, based on existing data on country-specific environmental performance.

• Sustainable tourism
• Sustainable development
• Biocapacity
• Tourist carrying-capacity
• Marketing mix
• Responsible tourism
• De-marketing
• Triple bottom line
• Natural step framework
• Rebound effects

Eiseman, D. (2018), "Marketing Sustainable Tourism: Principles and Practice", Camilleri, M.A. (Ed.) Tourism Planning and Destination Marketing , Emerald Publishing Limited, Leeds, pp. 121-140. https://doi.org/10.1108/978-1-78756-291-220181006

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Marketing Sustainable Tourism: Strategies for Success

Discover effective strategies for marketing sustainable tourism and ensuring its success.

Sustainable tourism has become an increasingly important aspect of the travel industry in recent years. With a growing concern for the environment and a desire to preserve natural resources, travellers are seeking experiences that align with their values of sustainability and responsibility. As a result, businesses and destinations must adapt their marketing strategies to promote sustainable tourism. In this article, we will explore the various strategies that can be employed to effectively market sustainable tourism and ensure its long-term success.

Understanding Sustainable Tourism

Before delving into marketing strategies, it is crucial to have a clear understanding of what sustainable tourism entails. Sustainable tourism can be defined as the practice of visiting a destination as a tourist while making a positive impact on the environment, society, and economy of the host community. It aims to minimize the negative effects of tourism, such as pollution, overconsumption of resources, and disruption of local cultures, while maximizing the benefits for local communities and the environment.

Defining Sustainable Tourism

At its core, sustainable tourism seeks to strike a balance between economic growth, environmental protection, and social responsibility. It involves promoting sustainable practices throughout the entire tourism value chain, from transportation and accommodation to the activities and attractions offered to travellers.

In the context of transportation, sustainable tourism encourages the use of eco-friendly modes of travel, such as electric vehicles or public transportation, to reduce carbon emissions. It also promotes the development of efficient infrastructure and the implementation of waste management systems to minimize environmental impact.

When it comes to accommodation, sustainable tourism emphasizes the importance of eco-friendly hotels and resorts. These establishments are designed with energy-efficient features, such as solar panels and energy-saving appliances, to reduce their carbon footprint. They also implement water conservation measures, such as rainwater harvesting and water recycling systems, to minimize water usage.

Furthermore, sustainable tourism encourages the offering of activities and attractions that promote environmental awareness and cultural exchange. This includes eco-tours that educate visitors about local ecosystems and wildlife conservation efforts, as well as cultural experiences that showcase the traditions and customs of the host community.

The Importance of Sustainable Tourism

Sustainable tourism is not just a passing trend; it is a necessity for the long-term viability of the travel industry and the preservation of our planet. By embracing sustainable practices, destinations can attract responsible travellers who are willing to support environmentally and socially conscious initiatives.

Moreover, sustainable tourism can create economic opportunities for local communities. When tourists choose to stay in locally-owned accommodations, eat at local restaurants, and purchase locally-made souvenirs, they contribute directly to the local economy. This, in turn, helps to reduce poverty and improve the standard of living for residents in the host community.

In addition to economic benefits, sustainable tourism also fosters cultural exchange. When travellers interact with locals, participate in traditional activities, and learn about the history and customs of the destination, it promotes understanding and appreciation of different cultures. This cultural exchange can break down stereotypes and build bridges between people from different backgrounds.

Furthermore, sustainable tourism plays a crucial role in protecting natural and cultural heritage. By implementing sustainable practices, destinations can preserve their unique ecosystems, landscapes, and historical sites for future generations to enjoy. This conservation effort ensures that the beauty and authenticity of these places are not compromised by the negative impacts of mass tourism.

In conclusion, sustainable tourism is a multifaceted concept that encompasses environmental, social, and economic considerations. It promotes responsible travel practices that benefit both the host community and the environment. By embracing sustainable tourism, destinations can create a positive and lasting impact on the world while providing memorable experiences for travellers.

The Role of Marketing in Sustainable Tourism

Marketing plays a crucial role in promoting sustainable tourism and shaping travellers' perceptions and behaviours. Traditional marketing techniques may not be sufficient when it comes to effectively communicating the values and benefits of sustainable tourism. Therefore, it is essential to adopt innovative marketing approaches that resonate with environmentally conscious travellers.

Sustainable tourism is a growing trend in the travel industry, with more and more travellers seeking experiences that have a positive impact on the environment and local communities. As a result, marketing has become a powerful tool in promoting sustainable tourism and encouraging travellers to make responsible choices.

One of the key differences between traditional marketing and sustainable marketing lies in their focus. Traditional marketing primarily emphasizes promoting destinations and experiences without considering their impact on the environment and local communities. On the other hand, sustainable marketing aims to engage travellers by highlighting sustainable initiatives and their benefits.

Traditional Marketing vs. Sustainable Marketing

Traditional marketing techniques, such as advertising and promotional campaigns, often focus on attracting tourists without giving much thought to the long-term consequences. In contrast, sustainable marketing takes a more holistic approach, considering the environmental, social, and economic impacts of tourism.

Sustainable marketing involves educating and empowering travellers to make informed decisions and choose sustainable options. It goes beyond simply promoting destinations and experiences; it aims to create awareness and encourage responsible travel behaviour.

For example, sustainable marketing may involve showcasing eco-friendly accommodation options, promoting local businesses that support sustainable practices, and highlighting the positive impacts of sustainable tourism on local communities.

The Power of Storytelling in Sustainable Tourism Marketing

One effective strategy in sustainable tourism marketing is the power of storytelling. By sharing inspiring stories of sustainability, destinations can create an emotional connection with travellers and motivate them to embrace sustainable practices.

These stories can showcase how local communities are benefiting from sustainable tourism, the conservation efforts being undertaken, and the positive changes that tourism can bring. For instance, a destination might share the story of a community that has transformed its economy through sustainable tourism, creating jobs and preserving its cultural heritage.

Storytelling also allows travellers to envision themselves as part of the sustainability narrative. By painting a vivid picture of the positive impact they can have through their travel choices, destinations can inspire travellers to make more sustainable decisions.

Moreover, storytelling can help combat "greenwashing," a term used to describe when businesses falsely claim to be environmentally friendly. By sharing authentic stories of sustainability, destinations can build trust with travellers and differentiate themselves from those engaging in misleading marketing practices.

In conclusion, marketing plays a crucial role in promoting sustainable tourism and shaping travellers' perceptions and behaviours. Adopting sustainable marketing approaches, such as storytelling, can create a strong emotional connection with travellers and motivate them to make responsible travel choices. By highlighting the positive impacts of sustainable tourism and showcasing inspiring stories, destinations can inspire travellers to embrace sustainability and contribute to a more sustainable future.

Key Strategies for Marketing Sustainable Tourism

Now let's delve into the key strategies that can be employed to market sustainable tourism effectively. These strategies will help businesses and destinations differentiate themselves in a crowded marketplace and attract responsible travellers who align with their values of sustainability.

Building a Strong Brand Identity

One of the first steps in marketing sustainable tourism is building a strong brand identity that reflects the destination's commitment to sustainability. This involves developing a clear and compelling brand story that communicates the destination's unique selling proposition in terms of sustainability. The brand identity should emphasize the destination's eco-friendly practices, responsible tourism initiatives, and support for local communities.

Utilising Social Media and Digital Platforms

Social media and digital platforms have become powerful tools for marketing sustainable tourism. Destinations can leverage these platforms to share compelling content related to sustainable practices and initiatives. By engaging with travellers through social media, destinations can create a community of environmentally conscious travellers who share their experiences, spread the word, and inspire others to follow suit.

Engaging with Local Communities

Another effective strategy is to engage with local communities and involve them in the marketing efforts. Local communities are often the custodians of natural and cultural heritage and can play a pivotal role in promoting sustainable tourism. By involving them in decision-making processes and giving them a voice, destinations can create a sense of ownership and pride among local communities, leading to more sustainable practices and positive experiences for visitors.

Case Studies of Successful Sustainable Tourism Marketing

To understand how sustainable tourism marketing can be put into practice, let's explore two case studies – ecotourism in Costa Rica and cultural tourism in Bhutan.

Ecotourism in Costa Rica

Costa Rica has positioned itself as a global leader in ecotourism, attracting travellers who are seeking authentic experiences in natural settings. Through effective marketing, Costa Rica has successfully highlighted its abundant biodiversity, conservation efforts, and sustainable tourism practices. By partnering with local communities and investing in eco-friendly infrastructure, Costa Rica has created a sustainable tourism model that benefits both the environment and local economies.

Cultural Tourism in Bhutan

Bhutan, a small kingdom nestled in the Himalayas, has embraced the concept of cultural tourism as a means of preserving its unique heritage and traditions. Bhutan's marketing efforts have focused on promoting responsible and respectful cultural interactions, offering travellers a chance to immerse themselves in the vibrant local culture. By setting strict limits on visitor numbers and implementing a sustainable tourism policy, Bhutan has protected its natural and cultural resources while creating economic opportunities for local communities.

Challenges and Opportunities in Sustainable Tourism Marketing

While sustainable tourism offers immense opportunities, it also comes with its fair share of challenges. Let's explore some of the challenges and opportunities that businesses and destinations may encounter when marketing sustainable tourism.

Overcoming Misconceptions about Sustainable Tourism

One of the challenges in marketing sustainable tourism is overcoming misconceptions that it compromises comfort, luxury, or enjoyment. Travellers may have preconceived notions that sustainable experiences are less enjoyable or lack the amenities they desire. Therefore, it is crucial to showcase how sustainable tourism can offer unique and memorable experiences without compromising on comfort or luxury.

Leveraging the Growing Demand for Responsible Travel

On the other hand, the growing demand for responsible travel presents a significant opportunity for marketing sustainable tourism. Travellers are becoming more conscious of their impact on the environment and are actively seeking sustainable options. By positioning themselves as environmentally and socially responsible destinations, businesses and destinations can tap into this growing demand and attract a loyal customer base.

In conclusion, marketing sustainable tourism requires a deep understanding of sustainable practices, innovative marketing techniques, and a commitment to responsible business practices. By adopting strategies such as building a strong brand identity, utilizing social media, engaging with local communities, and leveraging the power of storytelling, businesses and destinations can effectively promote sustainable tourism and ensure its long-term success. With a focus on preserving the environment, supporting local communities, and creating meaningful experiences, sustainable tourism can be a driving force for positive change in the travel industry.

Marketing sustainable tourism and its policies through community engagement- An Indian context

• Original Article
• Published: 14 November 2023

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• Arbuda Sharma 1 &
• Charru Hasti 2  

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Tourism and hospitality industry creates opportunities for the states to improve cultural exchange, economic growth, self-employment, and quality of living. Sustainability of tourism has become a global challenge due to several factors such as environment's encumbrance and global health emergencies. To boost this industry, policies and schemes are implemented and marketed to support all scales of tourism-related businesses and engage local communities. This research outlines and explores these policies and their role in promoting tourism-driven self-employment of local communities through homestays in the Himalayan state of Uttarakhand in India. It studies the factors that enable or hinder the sustainability of these homestays. It explicates the challenges in the uptake of these policies in terms of inadequate promotion and complex requirements of registration, among others. We have used multi-method approach for the study. We deployed grounded theory to explore the factors, interpretive structural modeling to determine the relationships among the factors, and case study method to validate the findings. The results indicate that government support, environment's sustainability, region's holistic development, efficient hospitality and service, effective promotion strategies and community engagement are the driving factors for the sustainability of small-scale homestay businesses. The challenges entail region's under-development, limited technology adoption, unmet travelers' expectations, competition from the commercial properties, lower revenues, high overhead costs, and limited training opportunities for the entrepreneurs. The research has implications for the stakeholders and policy-makers as its findings suggest the areas of improvement in sustaining homestay like small-scale ventures for improving self-employment, arresting emigration and developing the region.

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Acknowledgements

The infrastructural support provided by the FORE School of Management, New Delhi, India to the first author in completing this paper is gratefully acknowledged. The second author also acknowledges the infrastructural support provided by Indian Institute of Technology Delhi, India for conducting the research. The authors are also grateful to Mr. Shrey Painuly and his family along with all the participants who gave consent to be part of this study.

The authors certify that they have no financial or non-financial interests or any other competing interests to disclose. Further no funding has been sought/ received for this research.

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Sharma, A., Hasti, C. Marketing sustainable tourism and its policies through community engagement- An Indian context. Int Rev Public Nonprofit Mark (2023). https://doi.org/10.1007/s12208-023-00389-z

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Sustainable Tourism Marketing Strategy: Competitive Advantage of Destination

Tourism destination, sustainability, competitiveness, marketing strategy, and changes in visitor´s behavior related to this chapter are characterized as follows.

Tourism Destination

Tourism is bounded to a specific territory, in which it develops and thus supports the stability of the local economy. The development of tourism can contribute to the economic wealth of territories that dispose of potential for tourism.

Destinations offer an integrated experience to a visitor and traditionally, are defined as territories, geographical areas, such as a country, an island or town (Davidson & Maitland, 2000), with political and legislative framework for tourism marketing and planning. Destinations are places towards which people travel and where they choose to stay for a certain period (Leiper, 1995) and can be recognized as a perceptual concept, interpreted subjectively by visitors, where a combination of all products, services and experiences are provided locally (Buhalis, 2000). Destinations are also considered as geographical region understood by visitors as a unique entity where facilities and services are designed to meet the needs of the visitors (Cooper, Fletcher, Gilbert, Shepherd & Wanhill, 1998).

Destinations are complex and dynamic systems consisting of subsystems that have a direct or indirect impact on tourism development. Development of tourism in the destination is typically spontaneous, unless specifically influenced by destination management organizations. It can be analyzed quantitatively and qualitatively using statistical data, indicators and models that contribute to the detection of patterns as well as a prediction of future development of tourism.

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