A Regenerative Tourism Guide to Communicating Sustainable Actions
Introduction
This guide is for everyone working in tourism, whether you consider yourself to be ‘sustainable’ or not. It will take you through the process of designing or improving many different forms of communication connected to your business and sustainability or regeneration.
summary
A growing percentage of customers are considering a range of issues when choosing the places they visit and stay. According to 2024 research into hotel booking preferences shared by the UK’s Sustainable Hospitality Association, 41% of hotel guests say sustainable travel is very important to them, with over a third (36%) willing to pay more for environmentally friendly products and services.
The research also makes clear that not all guests think alike, while 35% say they assess the environmental credentials of accommodation when deciding if they will stay there, a similar percentage (33%) complain that “there’s too much concern with the environment, global warming and climate change.”
Our aim is to help you communicate to all the different types of guests or visitors you might encounter, whether they are the 63% most concerned about cutting food waste, or the 43% looking to buy locally. Our tips give advice that will help you engage both the ‘accidentally green’ and the ‘eco evangelist’. We’ll even do our best to ensure the ‘Climate Sceptic’ doesn’t pass you by.
Contents
A: Who are you? What’s your story?This section is designed to help any tourism business understand the relevance of sustainable and regenerative tourism to their operations. |
B: How to communicate wellThere are countless opportunities to talk about sustainability and regenerative tourism, depending upon who you are, who you are communicating to, and why you are communicating. However, there are some key principles to remember that will help you plan your communication, regardless of the situation. |
C: Where to communicateThis section explores how to communicate at different moments and situations, providing supporting evidence and examples for why you should to communicate, and how to make it most effective |
D: Make sure it worksYour time is precious. It’s vital you make sure that any effort or investment you put into communication is effective. This section explores how to make sure that is the case. |
E: RegulationWhile regulation continues to evolve, this guide focused on evidenced, authentic claims should help keep you on the right side of the law. |
F: Additional ResourcesThis guide is designed to give you all you need to improve your communication of sustainability and regenerative tourism. If you want to find out more, this selection of free to access resources will offer further ideas and insights. |
author note
Jeremy Smith is a writer and strategist specialising in sustainable tourism and climate action. He has authored a range of practical guides and toolkits for the sector, including An Introduction to Climate Justice and Tourism: A Guide for Travel Businesses (2024), The Blueprint for Tourism Climate Action Plans (2025), and the Climate Action Planning Toolkit for Mediterranean Regional Authorities and DMOs (2024).
He has worked with destinations to develop Climate Action Plans, including for Visit Finland and the Organisation of Eastern Caribbean States, and is a co-author of the Glasgow Declaration on Climate Action in Tourism, launched at COP26.
A co-founder of Tourism Declares a Climate Emergency, he regularly speaks at international conferences and facilitates workshops on climate action, systems change, and tourism’s role in the transition to a more sustainable future.
Website: jmcsmith.com | Linkedin: jeremymcsmith
Discover more
Regenerative tourism is more important than ever. Find out what role your business can play in taking care of the planet, your people and your community.
Learn how digital marketing can help even the smallest tourism business reach a global audience with our toolkit of resources.
Learn the basics of getting publicity with our free public relations guide. Our PR toolkit provides ideas on how to secure media coverage and publicity.
