Tourism is often packaged as “pristine” and “perfect” — a way to “escape” reality. But there isn’t a place or experience that actually fits this “perfect” definition. Life is inherently messy, but that’s also what makes it interesting and rich. Instead of hiding behind a sanitized story, the tourism industry needs to embrace the diversity and complexity that is woven into the fabric of life. Adopting responsible storytelling practices is less destructive and far more powerful than presenting the world as a two-dimensional destination.
People want “authentic” experiences, but travel companies must ask what authentic means, what it demands, and how to communicate about authenticity.
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With strategic communication, travel brands can attract and inspire aligned travelers, engage people before leaving home, and turn trips into experiences.
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To avoid greenwashing, travel companies and destinations may fear sharing sustainability and climate goals, but greenhushing in tourism is a problem too.
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Sustainability jargon in the tourism industry is a problem. Here’s how to avoid buzzwords and how travel companies should communicate about sustainability.
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Meet travelers where they are and communicate effectively about top travel trends like last-chance tourism, community tourism, and overland travel.
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Despite 2024’s global challenges, these stories highlight hopeful and inspiring people, places, solutions, and ideas in tourism and beyond.
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