What is sustainable tourism, and why is it on the rise?

In recent years, travelers have become more and more conscious of their ecological and social footprint. The climate crisis is top-of-mind for many of us, and we’re learning more every day about the unintended impact of day-to-day activities we didn’t use to think twice about.

While some tourism practices can wreak havoc on the local ecosystem and economy, ethically-minded adventurers still have options. The newly-emerging sustainable tourism industry offers travelers ways to follow their passion for exploring other cultures and destinations without causing harm to the local ecology, culture, and economies. 

To ensure that these sustainable tourism businesses have the opportunity to make a positive impact, though, they each need an effective marketing strategy. The right marketing will match eco-tourism businesses with like-minded tourists who want to contribute to the preservation of our planet.

Considerations for Marketing a Sustainable Tourism Business

A Strong Website is the Foundation for Effective Marketing

Your website serves as your “digital front door” for potential customers.

Your website should load quickly, provide clear information about your business, and work well on both desktop and mobile devices. Even the most socially conscious tourists will struggle to book with sustainable companies if they struggle to find the information they need, or if they can’t figure out how to schedule their activities. 

Messaging that Connects with Your Target Audience 

As you craft the copy for your website, social media posts, ads, or other creative assets to support your marketing strategy, consider your message from your audience’s perspective. Combine the adventure of a new experience with the feel-good conservation to create a clear, compelling picture of why someone should choose your business over a competitor. After all, the passionate traveler is typically the type of person who seeks out unique experiences. In the case of sustainable tourism, those “unique experiences” can also make a positive impact on local communities and the environment, giving the tourist a great opportunity to show respect for their destination. 

Meet Your Audience Where They Are

As you decide on the best marketing channels to invest in, first identify the platforms and channels where your customers spend their time. For example, if there are already high volumes of people searching for experiences like yours on Google, capitalize on that interest with search engine optimization (SEO) techniques! Improving your online visibility and capturing the attention of potential customers actively searching for the services you provide is a very efficient strategy for growing a business. Social media, content marketing, and partnerships with like-minded organizations can also be effective strategies depending on your industry and local area.

How to Get Started on Your Sustainable Tourism Marketing Strategy

Understand your customers. Engage with your customers and gather feedback on how they found your business. The easiest way to do this is to simply ask customers as you’re talking to them, but tools like surveys and online analytics can help you gain more insight into your customers’ preferences and behavior. This information will help you tailor your marketing strategies to effectively reach and engage socially-minded travelers. 

Assess your resources. Many business owners prefer to handle all their own marketing, and if that’s the best option for you, that’s fantastic! But, if your time is better spent elsewhere in the business, it might be more effective to hire someone to help. That might look like one or more full-time employees, or you could consider hiring an agency. Agencies can be more expensive, depending on the organization, but they also tend to have a wider breadth of skills and offerings that you can take advantage of. Everyone’s situation is different, so choose the option that makes the most sense for you. 

Effective Marketing Should Grow and Change with You

An effective marketing strategy is crucial to succeed and grow in any industry, as it is for sustainable tourism businesses. By understanding how your customers gather their information and what they look for in their travels, you can attract more customers who align with your values and foster a positive impact on the environment and local communities. Remember, marketing is an iterative process, and continuous improvement is essential for long-term growth. Download our free marketing strategy guide to learn more.