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
  • How to transform real sustainability actions into clear and engaging communication
  • Sustainability storytelling through local culture, nature, heritage and community stories
  • Emotional vs. factual communication
  • Communicating impact simply and clearly
  • Marketing channels for conscious customers: websites, social media, booking platforms, newsletters and on-site communication
  • Visual and digital storytelling through images, videos and user-generated content
  • From general “eco-friendly” claims to concrete customer benefits
  • Sustainability as part of quality, authenticity, destination branding and competitive advantage
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