My research explored how destinations can authentically market sustainable tourism through practical, engaging strategies. While sustainability in tourism is widely discussed, much of the existing literature focuses on broad concepts rather than concrete tools that marketers can use. To address this gap, I conducted eight in-depth interviews with marketing professionals from a range of destinations, gaining insights into the real-world challenges and successes of sustainable tourism campaigns.

Findings showed that successful sustainability marketing requires consistency across platforms, subtle and visual storytelling (such as short-form video), and a strong focus on authenticity—avoiding greenwashing by highlighting local partnerships and being transparent about challenges. Key strategies include promoting low-impact activities, supporting local businesses, and making sustainable choices easy for travelers. However, limitations include the small sample size, potential bias due to my own passion for sustainability, and the fast-changing nature of tourism trends, which may affect the long-term relevance of these findings.