Responsible Travel: 4 Key Practices For Destination Marketers

By Travel Destination 18 Nov, 2023 Post a Comment

Co-Founder of The Abbi Agency, a full-service agency focused on creative, digital and PR in travel and tourism, tech, and public affairs.

Responsible travel is a trend that will likely continue to grow indefinitely. According to research conducted by Expedia Group Media Solutions in 2022, consumers are increasingly seeking more sustainable travel options. This is especially true among millennials. This means that tourists will likely continue to place top priority on choosing destinations with exceptional sustainability policies.

As someone who represents many destination marketing organizations, I have seen firsthand how important it is to incorporate sustainable tourism into a destination’s marketing strategy. Both travelers and locals within destinations’ communities are looking to marketers to ensure that both environmental and economic needs are being met.

Baca Juga

When it comes to responsible travel, a few terms often pop up like influencers on Instagram feeds: destination stewardship, sustainable tourism, land stewardship and amplifying indigenous voices. And while you likely know you need to be part of the conversation, you might not know what these terms mean or how to get involved. Let’s dive into both below.

Destination Stewardship

From preserving natural wonders and wildlife to respecting and celebrating local cultures, destination stewardship is the trusty sidekick making sure your paradise doesn’t turn into a tourist circus. Through the synergy of key stakeholders, local communities, local businesses and political dignitaries working together, destination stewardship prioritizes and conserves natural heritage, safeguards the local culture and respects the sociocultural authenticity of communities.

You can encourage destination stewardship by maintaining an open forum with those within the community to ensure that local voices are heard. You can facilitate regular meetings where community members and tourism stakeholders discuss issues, set guidelines and make decisions together. In addition, you can organize workshops or training programs for local businesses and residents to raise awareness about sustainable practices. For instance, you can collaborate with local environmental organizations to conduct workshops on responsible hiking and camping in ecologically sensitive areas.

Sustainable Tourism

Uniting travel and conservation, sustainable tourism (also known as ecotourism) is about eliminating or minimizing social and environmental impacts related to travel. You can lean into this practice by creating programming that battles climate change, reduces waste and promotes ethical practices through encouraging responsible travel choices, like staying at eco-lodges and savoring local cuisine while leaving nothing but footprints. Additional eco-conscious strategies include decreasing plastic use and purchasing ethically sourced products.

Land Stewardship

Land stewardship is the practice of taking care of the land and environment while taking ecological, economic, social and cultural factors into consideration. This usually means recognizing and understanding the unique features in the landscape worthy of protection and taking steps to ensure those areas are protected.

This may involve establishing protected areas, implementing conservation measures and restoring degraded lands to their natural state. Land stewardship can go as deep as encouraging sustainable practices for travelers, while also educating them about the importance of leaving the land the way that they found it.

Sustainable tourism allows travelers to see and appreciate nature, while land stewardship encourages travelers to ensure their endeavors have minimal impact on the environment.

Amplifying Indigenous Voices

According to Expedia Group’s research, 42% of travelers are looking for destinations that support indigenous cultures and heritages. Many travelers also want to immerse themselves in the rich traditions of indigenous communities around the world.

Indigenous tourism is completely different than your typical vacation; it’s an authentic experience that deepens the connection between the traveler and the underlying spirit of the destination.

As a destination marketer, you have an opportunity to collaborate with indigenous populations to showcase their unique experiences. By working directly with them to amplify their voices, you can lift up your local economy in new ways and empower the community to share their heritage with pride. This encourages a two-way street of mutual respect and understanding—and that’s a beautiful thing. Moreover, you can dispel preconceived notions and build bridges between cultures by inviting travelers to explore indigenous tourism. This allows travelers to have new experiences, learn about different cultures, foster empathy and understand a destination’s true heritage.

Overall, you can fruitfully encourage responsible tourism practices by implementing these practices and working in collaboration with stakeholders in your communities. By introducing these practices, both you and your destination’s visitors can preserve the environment and culture for future generations.

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