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.
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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Guidance for destination representatives, tourism service providers, and travel media for crafting travel stories with dignity and respect.
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Keeping travelers engaged through post-trip communication offers opportunities to build natural brand advocates and extend impact.
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Messaging about community tourism should provide context, consider word choice, clarify expectations, and avoid romanticization.
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