Responsible Storytelling + Sustainable Tourism for

Tourism Service Providers & Destinations


Sustainable tourism, storytelling, and social impact for service providers and destinations. News, tips, and industry guides, straight to your inbox.

Thinking about travel is what you do. And chances are, you’re always thinking about how you could do your job just a bit better.

Because, while you may think about travel experiences and tourism trends all the time, for most people, travel is a luxury item. People often save up for many years before investing in a trip. They seek inspiration, do extensive research, and seriously weigh their options before making any decisions. 

During this long and contemplative customer journey, you have lots of opportunities to touch potential travelers. How you make that contact — and the stories, language, imagery, and messaging you use along the way — can turn a potential traveler into someone who books a trip. Beyond that, the storytelling strategies you use can:

  • Support local businesses, community initiatives, and social impact projects.
  • Remove the guesswork when it comes to talking about social and environmental issues.
  • Create powerful word-of-mouth marketing for your destination or tour from travelers.
  • Give a voice to people who don’t get a chance to share their stories.
  • Activate long-lasting and financially beneficial relationships with travelers and within the tourism industry.

That’s a win-win-win-win situation for travelers, local communities, your business or destination, and the tourism industry. And it all starts with responsible storytelling.

Stay connected to Rooted to begin receiving the tools and resources your destination or travel-related company needs to better understand and improve its sustainable tourism efforts, specifically through better storytelling practices and more mindful integration of social impact initiatives.

New Course Coming Soon: Storytelling Strategies for Impactful Change

It’s time to demystify all that terminology!

This guide is a go-to resource to help make sense of 50+ common words and phrases related to sustainable tourism (yes, even that murky term “sustainable tourism” is defined!).

This A-to-Z collection touches on topics related to the environment, tourism supply chain, consumer behavior, and more.

Recent Articles for Tourism Service Providers & Destinations

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Rooted Resources for Tourism Service Providers & Destinations

June 24, 2020

This playbook highlights creative collaborations born from the global coronavirus lockdown, but these ideas offer inspiration and a model for resiliency during future crises for both content creators and tourism partners.

Get the Resource

May 25, 2020

This social enterprise has established a model that economically supports formerly homeless people, educates local residents about homelessness, and provides tourists with a new way of visiting a destination.

Get the Resource

April 27, 2020

G-Guides, a company offering virtual tour guide training that transforms sightseeing providers into creators of authentic experiences, sustainability communicators, and educators, addresses sustainable development goal #4.

Get the Resource

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Additional Information and Insight for Tourism Service Providers & Destinations

Destinations at Risk: The Invisible Burden of Tourism - This report details the unrealized burdens travelers place on destinations (such as waste management and increased cost of living) along with tools and systems to address them. It was commissioned by the Travel Foundation and co-published with Cornell University’s Centre for Sustainable Global Enterprise and EplerWood International.

DestiMED Ecotourism Footprint Calculator - A detailed questionnaire destinations can use to determine their ecological footprint. This was built upon Global Footprint Network's data; you can read more about that organization here.

MEET Manual - A guide for developing ecotourism activities that incorporates the ecological calculator.

Indigenous People and the Travel Industry: Global Good Practice Guidelines - Practical, international guidelines for integrating community-based experiences into tour offerings. Developed by G Adventures and the International Institute of Tourism Studies at the George Washington University.

Resilient Destinations - Developed in response to the COVID-19 pandemic, many of these resources can be used by industry professionals to mitigate crisis conditions at any time.

Fostering Sustainable Partnerships with Community-Based Tourism Initiatives in Bolivia - Guidelines that serve as a gateway for providers interested in establishing meaningful and appropriate relationships with local communities anywhere in the world.

Hiking Iceland’s Glaciers: An Opportunity to Talk About Climate Change’s Effects - Suggestions from an Iceland-based tour guide on how to engage travelers in climate-related conversations — in Iceland and beyond.

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  • Stories from grassroots organizations implementing creative solutions
  • Actionable storytelling and sustainable travel tips
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