In travel marketing, stories are everything. They spark curiosity, stir emotions, and inspire action. But as the industry navigates the call for greater responsibility and impact, we must ask: Are we telling the right stories—and are we telling them, right?

At Tourism Cares, we believe that sustainable tourism storytelling is more than a trend. It’s a strategy for the future – to protect tourism communities and the industry that relies on them. It’s a way to set your destination apart from an increasingly competitive market, while supporting the local people and ecosystems that make it so special. Here’s how destination marketers and communicators can shift from simply promoting places to elevating people, purpose, and planet through sustainable storytelling.

1. Move Beyond the Iconic. Highlight the Impactful.

Iconic images—like pristine sandy beaches, flashy attractions, or bustling downtowns—may capture attention, but they don’t always capture the truth. Sustainable storytelling challenges us to dig deeper and ask: What makes this place matter? Who benefits when we tell this story?

To promote travel that uplifts and sustains an entire community, not just a select group, we need to shift the focus from postcard-perfect to community-powered. Showcase experiences that restore native habitats, preserve cultural traditions, or foster social equity and resilience. Highlight the work of unsung heroes—like the farmer practicing regenerative agriculture, the local restaurant that employs at-risk youth, or the small tour boat company that operates fully on solar power.

Instead of just selling a meal, tell the story of its roots. Who grows the ingredients? What’s the cultural significance of the dish? How is it prepared – and why?

Make it easier for travelers to source your destination’s purpose-driven offerings by highlighting them more prominently on your destination’s website or adding them to third-party resources, like the Tourism Cares Meaningful Travel Map. Sustainability should not be treated as a niche for some travelers, but rather an integral part of a destination’s character.  

2. Elevate Underrepresented Voices

True storytelling requires a diverse group of storytellers. When the same voice tells every tale, we risk flattening vibrant cultures into caricatures or missing important perspectives entirely.

Commit to storytelling that’s inclusive, not just in the subjects you cover, but in who creates the content. Partner with local writers, videographers, historians, and influencers, especially those from historically underrepresented communities, such as BIPOC or LGBTQ+ creators. Consider creating a DEI editorial committee to ensure equitable representation within your community. Their lived experiences and cultural fluency add layers of authenticity that can’t be replicated.

If you’re writing a press release, feature quotes from Indigenous leaders or spotlight an event being held by a grassroots organizer. When publishing a visitor’s guide, commission locals to write stories or capture imagery. Ensure that you are “walking the walk” by investing in your community and involving the people who define it. For example, Visit Detroit previously allocated its entire influencer budget to only local creators, ensuring that their storytelling was truly reflective of the destination. Local insights are not only more genuine, but they can also be more effective in bridging the gap between residents, DMOs, and visitors.

3. Establish Internal Guidelines

As the demand for responsible travel content grows, so does the need for internal alignment with your sustainable marketing initiatives. Without clear guidelines, even well-meaning campaigns can fall into the traps of greenwashing or exclusionary narratives. Consider formalizing your sustainable storytelling efforts into an internal document that is part of your organization’s brand guidelines. This also ensures that your sustainability initiatives aren’t siloed, but rather part of your destination’s brand ethos.

Visit Svalbard in Norway, for example, has adopted its own Responsible Marketing Guidelines to support its position as a sustainable destination. These principles help steer the organization away from over-promoting certain visuals and creating stories that are more focused on education, climate awareness, and respect for the fragile Arctic environment, encouraging marketing that sets realistic, responsible narratives.

Similarly, Intrepid Travel created its Ethical Marketing Guidelines, focused on five commitment areas: Diversity, Equity, and Inclusion; Openness and Transparency; Rejecting Neocolonialism; Creating a Sense of Belonging; and Ethical Digital Marketing. These guidelines also serve as a tool to measure the company’s annual progress in creating meaningful representation.

Creating internal guidelines can help your team stay consistent, respectful, and honest in your messaging. And it ensures that your stories support—not just sell—your destination. 

Why It Matters

Travelers are no longer just visiting destinations; they are seeking meaningful connections in communities. According to Booking.com’s 2025 sustainability survey, 73% of travelers want their money to go back into local communities, and 77% of respondents want to have authentic experiences that are representative of the local culture. Destination storytelling needs to reflect the kind of travel they seek.

Destination marketing should not be treated as a one-way path, but rather a continuous cycle that holistically brings the entire community into the tourism supply chain. Instead of thinking, “How can we get people to understand the value of tourism for our community?” we need to shift our perspectives to “How can we involve our community to build a tourism model that is valuable to locals – and visitors?” From there, you will be able to share the true character of your destination.

At Tourism Cares, we believe that sustainability is a journey, not an endpoint. It’s okay to admit you’re still learning, still growing. Share your progress – and collaborate with and learn from other destination marketers who share similar challenges or goals. Let your community’s story be real—and let it be yours.

For more tips on how to sustainably market your destination, enroll in Tourism Cares’ free online course, “Marketing Your Sustainability Journey.”