In the age of information and globalisation, tourism has evolved beyond the simple pleasure of travelling. Travellers are now looking for experiences that are authentic and unique, but at the same time responsible and respectful of the environment and society.
In this context, sustainable tourism and accessible tourism are becoming more and more relevant, which is forcing those active in the sector to redirect their advertising strategies to adapt them to this context.
Sustainable tourism: the positive impact on the planet
Sustainable tourism is tourism that minimises its environmental impact, respects local culture and contributes to the economic development of host communities. This approach is based on three fundamental pillars:
- Environmental: It involves the reduction of carbon footprint, the conservation of ecosystems and the promotion of environmentally friendly practices, such as the use of renewable energies and the reduction of waste.
- Socio-cultural: It seeks to preserve the identity and traditions of local communities, promoting a respectful and mutually beneficial cultural exchange.
- Economic: Encourages the growth of local economies by supporting small businesses, creating fair jobs and promoting fair trade.
With this in mind, both tourism companies and brands that live around tourism must start to adapt strategies with these principles, helping to raise awareness and presenting their products as a sustainable alternative. Brands should bear in mind that this positive impact should not only be focused on their products, but on their entire brand philosophy, as we are at a time when consumers carry out a very exhaustive study before deciding on a product. Green washing is increasingly penalised and using a strategy of this type can be very counterproductive for the brand.
Accessible tourism: travel for all
Accessible tourism is tourism that aims to ensure that all people, regardless of their physical, sensory or cognitive abilities, can enjoy barrier-free travel experiences.
This means adapting infrastructure, services and activities to be inclusive and allow all travellers to explore the world with autonomy and dignity.
An example of this is Madrid and Barcelona which, according to the report prepared by Stannah España, a mobility solutions company, stand out as benchmarks in terms of tourist accessibility in Europe. Both cities are among the eight best adapted European cities for travellers with reduced mobility. This recognition is thanks to the inclusion of ramps, lifts and handrails at entrances to buildings, buses and subways. In addition, these cities also stand out for their adapted indoor facilities in terms of toilets and access to the different floors.
This type of tourism represents an opportunity for diversification for brands working in the sector, as with these small advances they manage to reach an audience that is really going to be very interested in these products and services.
Communication and marketing for tourism with a conscience
The rise of sustainable and accessible tourism has led companies in the sector to rethink their communication and marketing strategies. Authenticity, involvement and transparency are key to connect with this new type of traveller, so brands must strive to convey this in their communication strategies. Some of the most commonly used communication tactics are:
- Storytelling: Real stories of positive impact generate a stronger connection with viewers.
- Influencer marketing with awareness: Collaboration with profiles that show accessibility and adaptability first-hand builds trust.
- Use of social media: Broadcasting the sustainable and accessible philosophy on social media helps to reach a new and much more engaged audience.
Conscious tourism is not a fad, but a necessary evolution in the industry. Adopting sustainable and accessible practices not only benefits the planet and local communities, but also strengthens the reputation and success of tourism businesses. As consumers become more demanding and engaged, the industry must adapt to offer experiences that are responsible, inclusive and, above all, enriching for all.
