07 Marketing for Sustainable Tourism

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About Course

Marketing for Sustainable Tourism introduces learners to the principles of communicating sustainability in a clear, credible and engaging way. The course explores how tourism businesses and destinations can understand the expectations of conscious travellers, avoid greenwashing, and transform real sustainability actions into attractive marketing messages.

Through practical examples and exercises, learners will work with customer personas, sustainability storytelling, communication channels and value proposition design. By the end of the course, they will be able to create more trustworthy and customer-oriented messages that position sustainability as a source of quality, authenticity and competitive advantage in tourism.

What Will You Learn?

  • By the end of the training, learners will be able to:
  • • Understand the expectations of conscious tourism customers
  • • Identify the difference between credible sustainability communication and greenwashing
  • • Communicate sustainability in a clear, honest and engaging way
  • • Use storytelling to connect sustainability actions with visitor experience
  • • Select appropriate marketing channels for different sustainability messages
  • • Transform sustainability actions into a customer-oriented value proposition
  • • Position sustainability as a driver of trust, differentiation and long-term competitiveness

Course Content

Understanding Conscious Customers and Credible Sustainability
Understand the expectations of conscious tourism customers and the principles of credible sustainability communication.

Sustainability Storytelling, Marketing Channels and Value Proposition
Enable learners to transform sustainability practices into clear, credible and attractive marketing messages and position sustainability as a competitive advantage.