Course Content
Understanding Conscious Customers and Credible Sustainability
Understand the expectations of conscious tourism customers and the principles of credible sustainability communication.
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Sustainable tourism marketing and conscious customers
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.
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Turning sustainability into attractive marketing messages
07 Marketing for Sustainable Tourism
  • What is sustainable tourism marketing?
  • Difference between traditional marketing and sustainability-driven marketing
  • Who are conscious tourism customers?
  • Motivations, values and expectations of sustainability-minded travellers
  • Why trust, transparency and evidence matter in tourism marketing
  • Common greenwashing risks in tourism
  • Principles of credible sustainability communication: clarity, honesty, proof and consistency
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