Tourists want to “travel like a local.” When the tourism industry creates domestic tourism for local residents and local businesses, they benefit too.

Understanding your travel brand’s ideal travelers makes it easier to craft travel experiences and tourism marketing messages that attract the right people.

These ideas and examples from the tourism industry show travel companies can communicate sustainability goals and efforts in creative and interesting ways.

To avoid greenwashing in tourism, travel companies should reflect on these questions about their climate and sustainability communication and action.