Marketing sustainability Into destination brand narratives
A sustainable tourism marketing guide for professional marketers and advertisers.
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About
My passion for travel and growing interest in sustainability were my motives to create a guidebook that encourages sustainable tourism. I have been to 18 countries, and have come across many different forms of eco-tourism marketing throughout my travels. After interviewing eight different marketing professionals, who have experience with both successful and unsuccessful sustainable tourism campaigns, I was able to curate a strong guide for marketers to use to better communicate their sustainability initiatives to travelers.
Table of Contents
Table of Contents
Sustainability has become a crucial component of destination marketing, evolving from a niche concern to an industry-wide imperative. Destination Marketing Organizations (DMOs) now play a vital role in communicating sustainability practices to travelers, positioning their destinations not only as appealing places to visit but also as responsible stewards of the environment, culture, and local economy. This guidebook draws upon insights from tourism marketing professionals across The United States and Europe to provide DMOs with in-depth strategies and real-world examples to better communicate sustainability within their respective regions.
Defining Sustainability in Tourism Marketing
Defining Sustainability in Tourism Marketing
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Sustainability in tourism refers to promoting environmentally conscious behaviors, preserving local cultures, and supporting community well-being (The Tourism Space, 2023). It requires marketing strategies that highlight environmental conservation, cultural authenticity, and economic responsibility. Successful sustainable tourism marketing integrates these principles across all marketing efforts rather than isolating them as separate initiatives.
Key aspects of sustainable tourism marketing include encouraging low-impact transportation, promoting green spaces and outdoor recreation, supporting local businesses, and emphasizing long-term community benefits over short-term economic gains. Sustainability must become a core element of a destination's identity, not just a seasonal campaign or trend.
Peggy Kelly, Director of Tourism Marketing at Visit Hudson County in New Jersey, highlighted how sustainability can be marketed even within highly urbanized environments. “One of the most important things we focus on is providing visitors with better transportation options,” Kelly said. “We encourage the use of the light rail and the PATH train so visitors aren’t relying on cars, which helps reduce congestion.” Kelly also spoke about the importance of promoting green spaces like Liberty State Park—a 1,200-acre park in a densely populated urban setting.
Challenges in Marketing Sustainability
Challenges in Marketing Sustainability
Marketing sustainability presents several unique challenges. Changing the mindset of travelers and local businesses is often difficult, particularly in destinations with deeply rooted traditions or reliance on conventional tourism models. Small businesses may perceive sustainable practices as expensive or unnecessary, and convincing them to adopt changes requires clear communication of benefits, such as cost savings or enhanced guest experiences.
Another challenge is defining what counts as sustainable for each destination. Sustainability varies based on geography, culture, and tourism offerings. Determining and communicating these practices authentically is essential. Resistance to change is common, especially when practices like reducing food waste or promoting alternative transportation challenge longstanding norms (Bobovnicky, 2011).
Katherine Fitzpatrick, sustainability consultant at Visit Cork located in Ireland, shared the challenges faced in encouraging hotels to implement food waste reduction strategies, such as pre-ordering meals for events. Despite the environmental benefits, some businesses resisted these changes due to fears that it would make them appear less generous or lower the perceived value for customers.
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Effective Marketing Techniques for Sustainability
Effective Marketing Techniques for Sustainability
A multi-platform approach is essential for effectively communicating sustainability practices. Consistency across all marketing channels ensures that sustainability messaging becomes part of the destination's overall story (Adamus et. al, 2021). Digital tools like social media platforms, websites, and travel review sites should clearly showcase sustainability initiatives.
Short-form video content, such as Instagram Reels and TikTok, provides an engaging way to offer behind-the-scenes looks at sustainability practices. Content should be subtle, visually appealing, and show real examples of sustainability efforts, such as partnerships with local farmers, reducing single-use plastics, or promoting wildlife conservation.
Diane Wieland, Director of Tourism at Cape May County in New Jersey, explained how her team utilized visual storytelling to highlight sustainability. They focused on birding, farm-to-table dining, and showcasing the natural migrations of birds, fish, and monarch butterflies. These images reinforced Cape May's connection to nature and subtly communicated its sustainability values.
Messaging should be reinforced across different formats, including FAQs, checklists, on-site signage, and print materials. Travelers should receive consistent messaging across every touchpoint, building trust and reinforcing the destination's sustainability values.
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Traditional marketing channels remain valuable, particularly in regions with heavy foot traffic or access to transportation hubs (Blain et. al, 2005). Television commercials, radio ads, billboards, and targeted placements in transportation centers can reach broader audiences and highlight sustainability in visually compelling ways.
Kelly from Hudson County found that more traditional media, like television commercials and targeted ads at transportation hubs, remain highly effective, particularly in cutting through the clutter of online content. Her campaign with New York Waterway featured the tagline "Just One Stop Away," promoting Hudson County as an easily accessible and eco-friendly alternative to Manhattan.
Building Authenticity and Trust
Building Authenticity and Trust
Authenticity is critical for successful sustainability marketing. Destinations should avoid exaggerated claims or "greenwashing" and instead focus on transparent communication. Sharing the sustainability journey, including challenges and areas for improvement, builds credibility with travelers and local stakeholders (Alam et. al, 2022).
Fitzpatrick from Visit Cork emphasized that DMOs should be transparent about their progress and challenges. Instead of claiming to be the most sustainable destination, Cork communicates that it is on a journey toward greater sustainability, taking incremental steps each year.
Highlighting local businesses, family-owned operations, and regional culture reinforces authenticity. Cape May County's emphasis on local, family-owned businesses and their agricultural heritage reinforces authenticity. Wieland noted that many of their visitors return year after year specifically because of the region's preserved natural environment and local culture.
Destinations should also ensure that sustainable practices are easy for travelers to adopt. Travelers are more likely to make sustainable choices if those options are convenient and readily available, such as using public transportation, participating in recycling programs, or choosing local food options.
Measuring Impact and Success
Measuring Impact and Success
Measuring the effectiveness of sustainability marketing is essential for refining strategies and demonstrating results (Hunt, 2023). Digital analytics tools provide valuable insights into how travelers engage with sustainability content online. Tracking website traffic, page views, social media engagement, and QR code usage can offer quantitative data on campaign performance.
Wieland from Cape May outlined a comprehensive approach to measuring success, utilizing tools like Google Analytics to track website engagement, occupancy tax reports to monitor visitor spending, and social media insights to evaluate content performance.
Destinations should also gather feedback from local businesses and stakeholders to evaluate the effectiveness of sustainability programs and identify areas for improvement. Continuous measurement ensures that marketing efforts remain aligned with traveler expectations and evolving sustainability goals (Macaulay, 2017).
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Best Practices for Sustainable Tourism Marketing
Best Practices for Sustainable Tourism Marketing
Promote outdoor activities that align with sustainability values, such as birding, biking, hiking, kayaking, and farm-to-table dining.
Highlight both peak and shoulder seasons to encourage year-round tourism and reduce overcrowding during high-demand periods.
Align sustainability messaging with the destination's unique strengths, whether it be natural landscapes, cultural heritage, or environmental conservation efforts.
Engage with the media to generate positive coverage of sustainability initiatives and attract responsible travelers.
Partner with local stakeholders, including businesses, conservation groups, and government agencies, to collectively improve sustainable tourism offerings.
Provide educational content that helps travelers understand how they can contribute to sustainability during their visit.
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