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Sustainability + Social Impact + Storytelling


Rethink tourism.

Support social impact.

Embrace mindful storytelling.

Rooted: A storytelling platform at the intersection of sustainable travel, environmental conservation, and community-based advocacy efforts


Rooted is a solutions platform at the intersection of sustainable and regenerative tourism practices, storytelling, and social impact.

We work with destinations, travel brands, tour operators, media and travel writers, and tourism professionals from around the world to unlock the power of strategic storytelling and tourism communications that shine a light on responsible tourism and destination stewardship.

Woman selling goods in Bali, Indonesia

Global Challenges, Local Solutions ...
Supported by Tourism


Around the world, people have found creative ways to respond to the world’s most pressing challenges. They’re lifting up local communities and helping the planet heal. And they’re using tourism to make it happen.

It’s time we hear their stories.

What is Rooted?

Our mission is to responsibly document, support, celebrate, and share sustainable travel-related initiatives that prioritize local communities, protect the planet, and support regeneration – and to help tourism professionals and travel content creators do the same.

Four women travelers talking outside on a brick road

Lets recreate a more thoughtful and engaging version of tourism together.

Rooted is a resource and source of education, inspiration, and ideation for new and seasoned professionals working throughout the travel and tourism industry. We specialize in providing support, training, and resources to help you improve your sustainable tourism storytelling and communications skills, so you can share your stories and initiatives with impact.

Various avenues for expanding your tourism communications and PR knowledge

Aligned with the UN's sustainable development goals

Consulting solutions to tourism challenges

Decades of tourism industry experience

Actionable storytelling for tourism

Permission to think outside the the box and challenge the status quo

Man showing hikers large mushrooms in the woods

Enhance Your Tourism Storytelling and Communications Knowledge

Expand Your Impact

Rooted is actively developing a wide selection of courses related to travel and tourism public relations, media relations, ethical marketing and communications strategies, brand storytelling, responsible travel writing and content creation, innovation and creativity, and mindful travel practices.

Content Depth

Full-length courses offer comprehensive information paired with supplemental material while module micro-courses focus on specific topics and skills.

Varied Learning Styles

Choose from self-directed courses and cohort-based learning opportunities.

Customizable Options

Design the course perfectly suited to your organization and needs.

Get Help and Support
For Your Travel-Related Communications Needs

You’ve hired the best staff, created relationships with ethical suppliers, and designed thoughtful travel experiences your company is proud to share with potential travelers.

But are you communicating a compelling story that matches your intentions?

Two women studying together on a bench

We offer tourism consulting services and customized strategic storytelling support.

Consulting Services Include:

Content ideation and brainstorming:
Probing questions and a fresh perspective results in lots of ideas for re-energizing your travel company’s internal and consumer-facing content.

In-house training and workshops:
Scaled and tailored presentations and interactive activities customized for your team’s needs.

Travel media editorial advising:
A critical eye takes a look at your consumer-facing content and strategy, and offers opportunities for more intentional and robust storytelling.

Trip cohesion:
Suggestions on how trip itineraries and destination experiences can be enhanced with narrative building.

Brand storytelling:
Get help defining your company’s purpose and find the threads that attract your ideal travelers.

Long-form report development:
Compile trends and impact reports that highlight your company’s strengths while telling a compelling story.

What else is tripping you up when it comes to travel marketing, strategic storytelling, and connecting with travelers?
We’re here to help!

ABVP Travel Fest 2023: Marília Maia e Moura

Stand Up, Speak Up

Public Speaking and Conference Presentations

Invite the Rooted expertise to your next event! Rooted’s founder, JoAnna, has presented keynote speeches, breakout sessions, and interactive workshops in a variety of settings.

She has also participated on content-specific panels and in virtual conferences, and she’s been interviewed on numerous podcasts.

We don’t believe in just regurgitating facts. We want your audience to feel challenged, ask questions, or be excited about learning more!

Previous speaking engagement topics have included:

Regenerative travel practices

Responsible travel writing and content creation

Decolonizing tourism storytelling

Sustainability communication

Women’s empowerment in tourism

Community tourism

Sustainable Tourism Marketing and Storytelling Communications Resources

For Travel Experience Service Providers and Destinations

Support communities’ holistic wellbeing and sustainable development goals by helping passive travelers become active global citizens using ethical storytelling and sustainable tourism communications strategies.

For Travel Media and Content Creators

Unlock the potential of your critical role in inspiring and educating travelers, and use your influence for responsible storytelling in travel and tourism.

For Travelers

Approach your travels with intention, a sense of curiosity, and an open mind – then share your travel stories with intention. This results in a positive social impact and demand for more responsible tourism.

Resource Hub

Access Rooted’s rich well of internal and external resources in one spot. This carefully curated space ensures you can easily find the very best, most comprehensive information related to storytelling in tourism, responsible travel marketing practices, social impact, sustainability, and rethinking tourism – regardless of your role in the travel and tourism industry.

Big Ideas and Actionable Solutions
Found in the Rooted Article Archive

Storytelling
Everyone is a storyteller, and with that role comes great responsibility. Use your innate ability to craft accessible, mindful travel stories that minimize harm and encourage positive behavior.

Rethinking Tourism
Leisure travel often doesn’t benefit local people, the places they live, or the planet we all come home – but it could! Radical disruptors are welcome here.

Social Impact
Every destination is uniquely situated to address global challenges with local solutions. Tourism plays an important role in supporting these social impact efforts.

Sustainable Development
Travel’s global reach makes it a natural avenue for supporting the UN’s sustainable development goals. Well-designed and communicated initiatives turn travelers into changemakers wherever they eat, sleep, and visit.

Environmental Issues
Travel has a great impact on natural resources and the environment. Positioned with intention, the tourism industry can mitigate harm and accelerate action.


Recent Articles


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JoAnna Haugen, Founder of Rooted Storytelling

JoAnna Haugen - Founder

SPEAKER · CONSULTANT · WRITER · Solutions Advocate

Rooted is created and curated by JoAnna Haugen, a global citizen with decades of professional tourism work, international living, and travel experience. She actively supports tourism professionals on their journey to embrace ethical marketing, support sustainable development and social impact, and disrupt the harmful tourism status quo.

Join her on a journey of empowerment and amplification with Rooted, where local people plant the seeds and storytelling helps them grow.

Kudos from Clients, Partners, and Course Participants

Frequently Asked Questions About
Tourism Storytelling, Social Impact, and Sustainability

What is the connection between storytelling, social impact, and sustainable development?

There is a cycle of action connecting storytelling, social impact, and sustainability in tourism. Communicating with travelers about local issues (like refugee crises and water shortages) creates awareness about a destination. When this information is paired with compelling stories about social impact organizations addressing these challenges — especially if travelers can engage with these initiatives — tourism becomes a meaningful way to support sustainable development and regenerative approaches within a destination.

Additionally, when travelers are exposed to locally focused initiatives addressing global challenges, they are better able to connect their “real life” with their holiday experiences. Being exposed to social impact efforts through storytelling in travel and tourism also showcases a more transparent and holistic narrative of a destination. These experiences shape a more accurate and compelling story that travelers will share with others as well.

Why does ethical marketing and communications matter in tourism?

Tourism communication happens in a variety of ways throughout a person’s buyer journey and travel journey. It is important to be honest, accurate, and accessible in all tourism marketing and communications. This doesn’t always happen because the typical travel-related narrative emphasizes messaging that makes people feel comfortable and good. Unfortunately, this sanitized messaging has the potential to harm the environment, misrepresent places, and silence marginalized communities.

Ethical, sustainable tourism marketing and communication is important in order to accurately represent people, places, and cultures, and to establish appropriate expectations and boundaries.

Why should we be rethinking tourism and the way the tourism industry operates?

Tourism employs about 10% of the global workforce and contributes around 10% to the global GDP. Historically, the success of tourism has been measured by growth. However, travel and tourism have many negative impacts. These include exploitation of natural resources, distortion of local cultures, and a disregard for communities' wellbeing in favor of tourism infrastructure and experiences prioritizing travelers.

Tourism contributes to and accelerates global issues like the climate crisis, biodiversity collapse, and housing shortages. Tourism is also projected to grow significantly in the coming years. This growth is not sustainable for the planet, the tourism industry, or for the destinations where people travel. Therefore, it is essential for those working in this space to radically rethink tourism, its purpose, and how it operates throughout the world.

How can an outsourced tourism consultancy support an in-house communications team?

It’s true that in-house tourism communications teams are equipped with people who know a company inside and out. However, someone with an outside perspective and experience can offer much-needed, fresh insight while also saving your company time and money.

What public speaking topics related to tourism does Rooted’s founder speak about?

Rooted’s founder, JoAnna, is an award-winning public speaker. She has spoken on — or is qualified to speak about — topics related to:

  • Sustainable and regenerative tourism approaches
  • Transparency and accountability in tourism
  • Responsible travel writing and content creation
  • Communicating about challenging topics and sustainability
  • The relationship of sustainability, storytelling, and social impact
  • Local solutions for global challenges
  • Community tourism
  • Strategic tourism storytelling
  • Pitching and working with travel media

Get in touch to discuss speaking opportunities.

 

Be part of the solution.
Embrace meaningful tourism storytelling and maximize your social impact.

There’s never been a better time to challenge the status quo, rethink tourism, and embody a responsible and regenerative approach to tourism. Unlock your influence and improve your sustainable tourism storytelling and communication skills using our robust library of resources, courses, customized training, and tourism consulting services. We can help you share your stories and initiatives that have a positive impact on destinations and the people who live there.

Get in touch and let’s change travel for the better, together.

Don't Miss Out!

Biweekly newsletter highlights:

  • Latest Rooted articles and favorites from the archives.
  • Creative solutions addressing tourism's challenges.
  • Actionable storytelling and sustainable travel tips.
  • First-to-know details on learning opportunities.
  • Updates and discounts on relevant products, services, and resources.
  • Opportunities for highlighting your stories.