As a marketer, promoting sustainable tourism solutions can be a great way to appeal to an environmentally conscious audience and set your destination apart from the competition. Here are some strategies you can use:
- Focus on sustainable initiatives: Ensure that the website and all marketing materials clearly mention all sustainable initiatives that have been implemented. Think about things like using renewable energy sources, recycling or supporting local businesses and/or associations.
- Stories tell more: Share stories about how your company or region has a positive impact on the environment and local communities. With storytelling, you can highlight specific projects or initiatives, or get satisfied customers talking about how they appreciate your sustainable approach.
- Seek collaboration with other sustainable organisations: Work with organisations that promote sustainable tourism, such as eco-certification bodies or conservation groups. That way, you can create more value for your own initiatives.
- Make use of social media: Social media makes it easy to connect with an environmentally aware (often younger) target group. This allows you to better and more specifically promote sustainable tourism offerings. Share photos and videos showing the natural beauty of the destination and the sustainable initiatives you support. Make sure this ties in with your storytelling.
- Offer sustainable travel packages: Create packages specific to sustainable travel, such as eco-friendly accommodation, sustainable activities and locally produced food and drinks. Also make sure there is a focus on the journey to the destination. This way, consumers can easily book sustainable travel without having to figure out everything themselves.
By applying these strategies, you can appeal to and attract an environmentally conscious audience and establish your destination as a leader in sustainable tourism.
