Travel media hasn’t historically been folded into the overarching tourism industry, but creators must be partners for a sustainable future.
Strategic storytelling can help tourism professionals struggling with differentiation and attracting the right clients.
Land acknowledgements recognize local Indigenous Peoples and provide important historical and cultural context for travelers.
The best way for the tourism industry to support regeneration is to support sustainable development and the SDGs in local communities.
Traditionally, the tourism story centers travelers. New initiatives to manage tourism are promising, but must be paired with a new narrative.
Uncovering problems creates fertile ground for improvement. Hope gives us a reason to focus on the future. Motivation gives us a reason to act.
Travel brands need to tell their stories in a way that is personal, accessible, and meaningful for conscious consumers.
The only way for the tourism industry to infuse its sustainability message more widely is to develop creative out-of-industry collaborations.
Travel media has long been considered a “soft” form of journalism, but the repercussions of content require accountability.
