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.