Eco lodges. Community-led tours. Flight-free packages. These are experiences that you may want to promote and sell, ð—¯ð˜‚ð˜ ð—¶ð˜â€™ð˜€ ð—»ð—¼ð˜ ð˜„ð—µð—®ð˜ ð˜ð—¿ð—®ð˜ƒð—²ð—¹ð—¹ð—²ð—¿ð˜€ ð˜„ð—®ð—»ð˜. Not really. Hear me out 👇 Back in the '60s, Harvard Business School professor Theodore Levitt said, "ð—£ð—²ð—¼ð—½ð—¹ð—² ð—±ð—¼ð—»'ð˜ ð˜„ð—®ð—»ð˜ ð˜ð—¼ ð—¯ð˜‚𘆠𗮠ð—¾ð˜‚ð—®ð—¿ð˜ð—²ð—¿-ð—¶ð—»ð—°ð—µ ð—±ð—¿ð—¶ð—¹ð—¹, ð˜ð—µð—²ð˜† ð˜„ð—®ð—»ð˜ ð—® ð—¾ð˜‚ð—®ð—¿ð˜ð—²ð—¿-ð—¶ð—»ð—°ð—µ ð—µð—¼ð—¹ð—²." The same applies to responsible tourism. Travellers don’t want to book an eco lodge—they want what staying at an eco lodge ð—±ð—¼ð—²ð˜€ ð—³ð—¼ð—¿ ð˜ð—µð—²ð—º. 🌿 A nature-based experience? Yes, but that’s not the full story. ðŸ•ï¸ An escape from city life? Closer, but we need to go deeper. 💠A way to align their values with their actions? Now we’re getting somewhere. â¤ï¸ ð—” ð˜€ð—²ð—»ð˜€ð—² ð—¼ð—³ ð—½ð˜‚ð—¿ð—½ð—¼ð˜€ð—², ð—°ð—¼ð—»ð—»ð—²ð—°ð˜ð—¶ð—¼ð—», ð—®ð—»ð—± ð—³ð˜‚ð—¹ð—³ð—¶ð—¹ð—¹ð—ºð—²ð—»ð˜? Bingo. The decision to book isn’t just about ð˜„ð—µð—²ð—¿ð—² they’ll stay—it’s about ð˜„ð—µð˜† they’re staying there. They’re not booking a lodge; they’re booking: ✅ ð—” ð—³ð—²ð—²ð—¹ð—¶ð—»ð—´ ð—¼ð—³ ð—¿ð—²ð˜€ð˜ð—¼ð—¿ð—®ð˜ð—¶ð—¼ð—»â€”the chance to unplug and reconnect with nature. ✅ ð—” ð˜€ð—²ð—»ð˜€ð—² ð—¼ð—³ ð—¶ð—ºð—½ð—®ð—°ð˜â€”knowing their stay contributes to conservation and local communities. ✅ ð—” ð—½ð—²ð—¿ð˜€ð—¼ð—»ð—®ð—¹ ð˜ð—¿ð—®ð—»ð˜€ð—³ð—¼ð—¿ð—ºð—®ð˜ð—¶ð—¼ð—»â€”a travel experience that leaves them feeling different, even changed. Many responsible tourism brands market ð—³ð—²ð—®ð˜ð˜‚ð—¿ð—²ð˜€ (solar panels, certifications, carbon offsets) rather than ð—³ð—²ð—²ð—¹ð—¶ð—»ð—´ð˜€. Don’t get me wrong, those features are still important, but travellers don’t choose a destination based on sustainability checklists alone—ð˜ð—µð—²ð˜† ð—¯ð—¼ð—¼ð—¸ ð—¯ð—®ð˜€ð—²ð—± ð—¼ð—» ð˜ð—µð—² ð—²ð—ºð—¼ð˜ð—¶ð—¼ð—»ð˜€ ð—®ð—»ð—± ð—²ð˜…ð—½ð—²ð—¿ð—¶ð—²ð—»ð—°ð—²ð˜€ ð˜ð—¶ð—²ð—± ð˜ð—¼ ð˜ð—µð—²ð—¶ð—¿ ð˜ð—¿ð—¶ð—½. So, instead of just saying "We’re an eco-lodge," tell them: 👉 "ð—ªð—®ð—¸ð—² ð˜‚ð—½ ð˜ð—¼ ð—¯ð—¶ð—¿ð—±ð˜€ð—¼ð—»ð—´, ð˜€ð—¶ð—½ ð—°ð—¼ð—³ð—³ð—²ð—² ð˜„ð—¶ð˜ð—µ ð—® ð˜ƒð—¶ð—²ð˜„ ð—¼ð—³ ð˜‚ð—»ð˜ð—¼ð˜‚ð—°ð—µð—²ð—± ð˜„ð—¶ð—¹ð—±ð—²ð—¿ð—»ð—²ð˜€ð˜€, ð—®ð—»ð—± ð—¸ð—»ð—¼ð˜„ ð˜†ð—¼ð˜‚ð—¿ ð˜€ð˜ð—®ð˜† ð—¶ð˜€ ð—½ð—¿ð—¼ð˜ð—²ð—°ð˜ð—¶ð—»ð—´ ð˜ð—µð—¶ð˜€ ð—¹ð—®ð—»ð—±ð˜€ð—°ð—®ð—½ð—² ð—³ð—¼ð—¿ ð—´ð—²ð—»ð—²ð—¿ð—®ð˜ð—¶ð—¼ð—»ð˜€." Instead of "Our tours support local communities," say: 👉 "ð— ð—²ð—²ð˜ ð˜ð—µð—² ð—®ð—¿ð˜ð—¶ð˜€ð—®ð—»ð˜€ ð—¸ð—²ð—²ð—½ð—¶ð—»ð—´ ð—°ð—²ð—»ð˜ð˜‚ð—¿ð—¶ð—²ð˜€-ð—¼ð—¹ð—± ð˜ð—¿ð—®ð—±ð—¶ð˜ð—¶ð—¼ð—»ð˜€ ð—®ð—¹ð—¶ð˜ƒð—² ð—®ð—»ð—± ð—µð—²ð—®ð—¿ ð˜ð—µð—²ð—¶ð—¿ ð˜€ð˜ð—¼ð—¿ð—¶ð—²ð˜€ ð—³ð—¶ð—¿ð˜€ð˜ð—µð—®ð—»ð—±." Sustainability is the how—but ð—²ð—ºð—¼ð˜ð—¶ð—¼ð—» ð—¶ð˜€ ð˜ð—µð—² ð˜„ð—µð˜†. Sustainable travel brands that connect on this level will attract the right travellers, build loyalty, and inspire word-of-mouth marketing. For more tips, join my mailing list and download ð—§ð—µð—² ð—šð˜‚ð—¶ð—±ð—² ð˜ð—¼ ð—¥ð—²ð˜€ð—½ð—¼ð—»ð˜€ð—¶ð—¯ð—¹ð—² ð—§ð—¼ð˜‚ð—¿ð—¶ð˜€ð—º ð— ð—®ð—¿ð—¸ð—²ð˜ð—¶ð—»ð—´ here: https://lnkd.in/eWJSXmu2 And, if you need help ð—°ð—¼ð—ºð—ºð˜‚ð—»ð—¶ð—°ð—®ð˜ð—¶ð—»ð—´ ð˜ð—¿ð—®ð˜ƒð—²ð—¹ ð˜„ð—¶ð˜ð—µ ð—½ð˜‚ð—¿ð—½ð—¼ð˜€ð—², book in a friendly chat with me here: https://lnkd.in/efn22GnY #SustainableTourism #TourismMarketing
Creating Sustainable Tourism Content
Explore top LinkedIn content from expert professionals.
Summary
Creating sustainable tourism content means crafting travel stories and materials that highlight responsible practices, support local communities, and encourage travelers to make choices that protect both people and the planet. This approach goes beyond listing eco-features or certifications—it connects emotionally with audiences and reflects the genuine impact of tourism on destinations.
- Highlight real impact: Share stories that demonstrate how your travel experiences benefit local communities and preserve cultural traditions.
- Focus on emotion: Describe the feelings and personal transformations travelers can expect, rather than only showcasing eco-friendly features.
- Showcase authentic people: Feature locals, artisans, and everyday moments to bring your destination to life and build genuine connections with your audience.
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Founder of Off U Go! | Sustainable Tourism Consultant | Empowering and Giving a Voice to Small Hospitality & Tourism Businesses and Regions to turn Heritage into Impact | Storytelling | Fractional FD
6,987 followersLast week, I shared how the word “sustainability†is turning people off in travel and hospitality marketing. The response? Wow. Clearly, this hit a nerve. So here’s the natural next question: If the word is overused (or misunderstood), how do we communicate the mission without losing the message? Here’s what I recommend: 📌 Focus on the feeling, not the label. People want connection, authenticity, and meaningful experiences. Speak to that, not just certifications or jargon. 📌 Tell mini stories. Instead of saying “eco-conscious,†say: “Guests wake up to fresh eggs from our neighbour’s farm, and coffee that directly supports a women-led co-op in Colombia.†Let the details do the work. 📌 Mirror their values. Travelers may not say “I’m looking for a regenerative stay,†but they will say: “I want to go somewhere beautiful, local, and with a purpose behind it.†📌 You don’t need to use the word sustainability to stand for it. In fact, when done right, your guests will feel it and talk about it, even if you never mention it once. Want to know more? Drop a comment or send me a message. I’m always up for a chat about doing good, in ways that actually resonate.
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Hospitality’s No-Nonsense Voice | Speaker | My podcast: This Week in Hospitality | I Build ROI Through Storytelling | #4 Hospitality Influencer | #3 Cruise Influencer |ðŸŒ86 countries |â›´ï¸123 cruises | DNA 🇯🇲 🇱🇧 🇺🇸
52,712 followersA lot of destinations are spending big money on marketing and still blending into the background. Not because the places aren’t incredible, but because the content feels completely lifeless. I visit roughly 15 countries per year, I see it every single day, drives me crazy. Every destination says the same things. Hidden gem. Authentic culture. World class hospitality. Breathtaking views...blah blah blah. Once you’ve seen it a thousand times, it all becomes wallpaper. The problem is that most destination marketing is built around what executives want to approve instead of what travelers actually connect with emotionally. Real travel is messy, emotional, funny, loud, human, spontaneous, cultural, and personal. But most tourism content feels like it was written by committee inside a boardroom. Here’s the tactical part that DMOs seriously need to understand: 1. Stop marketing your destination like a brochure. Nobody opens social media hoping to read tourism slogans. 2. Put real people at the center of the content. Chefs, taxi drivers, bartenders, musicians, fishermen, hotel staff, street vendors, grandmothers cooking local food. That’s the soul of a destination. 3. Show movement and energy. Too much destination content feels static. Travel is emotion in motion. 4. Create content around moments, not landmarks. A place becomes memorable because of how it made someone feel. 5. Stop trying to make every post look luxury. Some of the best performing travel content online feels raw and immediate. 6. Think platform first. A LinkedIn audience, Instagram audience, TikTok audience, and YouTube audience consume content completely differently. Most DMOs still post the exact same thing everywhere. 7. Build long-term creator relationships. One influencer trip and 12 Instagram Stories is not a strategy. 8. Start creating content for AI discovery now. The destinations that tell deeper stories online today are going to dominate search visibility tomorrow. Tourism marketing has changed. Attention spans changed. Consumer behavior changed. The algorithm changed. AI changed discovery. But a huge part of the tourism world is still marketing destinations like it’s a printed magazine ad from the good old days. And then they wonder why engagement is flat. 🙄🙄🙄 --- If you like the way I look at the world of hospitality, let’s chat: [email protected]
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I help responsible tourism brands attract + inspire ideal guests | Brand Strategy + Communications + Design | Founder of Cultured Creative | Ex-Latitude Co-Founder | Speaker | Community Builder | Rational Rebel
9,061 followersFor too long, sustainable tourism has focused mainly on the environment. But what about the people whose homes we’re visiting? Booking.com’s 2025 sustainability report shows travelers are experiencing a mindset shift: ✅ 53% now consider their impact on local communities. ✅ 73% want their spending to benefit the people who live there. And I’m seeing it firsthand. In the past three weeks, traveling through South Korea, I met 30+ travelers from 27 countries. Again and again, our conversations circled back to: → Spending with local business owners, not foreign chains → Avoiding crowds and overpriced tourist traps → Seeking real culture, customs, and connections It's clear: people are prioritizing people again. If you’re a responsible tourism brand, your storytelling needs to reflect this. One simple move: show how your business benefits people. Travelers want to know: 💡 How does your brand change lives? 💡 Which communities feel the impact of your work? 💡 How can travelers support them through your experience? And no—it can’t just be a marketing checkbox. It means sharing real stories told by real people. 👉🾠How do you show travelers the difference your experience makes? P.S. Want to attract more mindful travelers with human-centered storytelling? Download “Branding with Purpose: Your guide to a standout responsible tourism brandâ€: https://lnkd.in/gZYbcAh3
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The Role of Sustainability in Vacation Rental Marketing More travelers are choosing eco-friendly options than ever before. If you want to attract these eco-conscious guests, embracing sustainability in your vacation rental isn’t just good for the planet, it’s great for business too. Here’s how focusing on green practices can elevate your marketing: 1ï¸âƒ£ Stand Out in the Market With so many options available, showcasing your commitment to sustainability can differentiate your property. Guests love unique rentals that align with their values. 2ï¸âƒ£ Attract a Growing Segment of Travelers Eco-conscious travel is on the rise. By highlighting your green initiatives, you’ll appeal to this growing audience of mindful guests. 3ï¸âƒ£ Boost Your Listing Appeal Small changes like energy-efficient lighting, reusable toiletries, and water-saving fixtures can make your property more attractive to potential guests. 4ï¸âƒ£ Enhance Guest Experience Eco-friendly doesn’t have to mean boring. Think solar-powered outdoor lights, eco-luxe linens, or even partnerships with local sustainable businesses for unique guest experiences. 5ï¸âƒ£ Share Your Story Guests love to feel connected. Use your listing and social media to share how you’re making a difference—whether it’s sourcing locally, reducing waste, or offsetting carbon emissions. 💡 Pro tip: Label your rental “eco-friendly†in your listing title or description. Terms like “sustainable getaway†or “green retreat†are attention-grabbing and help you rank in searches. What green practices have you implemented in your rental? Or, what’s your first step toward sustainability? â™»ï¸ Share this post with other hosts to inspire a movement toward greener vacation rentals!
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While the travel industry races to dominate Instagram and TikTok, many sustainable travel brands, especially those who are unbranded, local or community-driven are missing out on a quieter but incredibly powerful platform: ðð¢ð§ððžð«ðžð¬ð. Unlike traditional social media, Pinterest isn’t designed for likes or virality. It’s a visual search engine where users go to plan their lives, not scroll through them. And that’s precisely why it’s one of the most aligned platforms for sustainable tourism. Pinterest is where people search for how they want to travel, not who they want to travel with. And here’s where it gets interesting: as of now, 96% of all searches on Pinterest are unbranded. That means users are typing in things like “eco retreats in Latin Americaâ€, “cultural trips for womenâ€, or “offbeat travel experiences†not company names. This creates a rare opportunity for grassroots, regenerative, and offbeat tour operators to be discovered without needing global recognition or massive ad budgets. ðŸ. ðð¢ð§ððžð«ðžð¬ð ð–ð¨ð«ð¤ð¬ ðŸð¨ð« ðð¡ðž ð”ð§ð›ð«ðšð§ððžð In a space where big OTAs (online travel agencies) dominate Google and social algorithms, Pinterest flips the script. The fact that almost every search is unbranded makes it the perfect discovery tool for small, community-rooted experiences from a women-led trek in Morocco to a seaweed-foraging tour in Chile. If your brand centers around values instead of volume, Pinterest is your space. ðŸ. ðˆð ð‘ðžðšðœð¡ðžð¬ ðð¡ðž ð‘ð¢ð ð¡ð ð€ð ðž ð†ð«ð¨ð®ð© ðŸð¨ð« ð’ð®ð¬ððšð¢ð§ðšð›ð¥ðž ð“ð«ðšð¯ðžð¥ Pinterest’s core users are women aged 25-44, many of whom are sustainability-conscious, wellness-driven, and in a phase of life where they’re actively planning meaningful travel solo retreats, family holidays, cultural immersions or low-impact honeymoons. These women are not just dreaming, they’re deciding. This demographic is increasingly steering tourism demand toward slower, greener, and more inclusive experiences. ðŸ‘. ð˜ð¨ð®ð« ð‚ð¨ð§ððžð§ð ð’ððšð²ð¬ ð•ð¢ð¬ð¢ð›ð¥ðž ðŸð¨ð« ð˜ðžðšð«ð¬ One of Pinterest’s biggest advantages is how content remains evergreen. A post today about “regenerative farming stays in Portugal†can resurface six months or even six years later and still drive traffic. This is vastly different from platforms where visibility dies within hours. Plus, Pinterest doesn’t rely on followers. It's driven by visual design and keyword search, meaning anyone can get visibility with the right content strategy. If you're a sustainable travel brand or tour operator especially one focused on authenticity, culture, and community. Pinterest could be your most impactful channel. The conscious traveler is already out there, searching. Pinterest is where many of them begin that journey.