Social media and technology have created massive awareness about the environmental damage that tourism can cause. Soil erosion, loss of natural habitat, increased pollution are some exapmples of irresponsible travel. This awareness has made travelers more mindful and they want to know more about responsible tourism. A recent report by a leading traveling website suggests that 41% of travelers want to learn about tips on sustainability and 90% of travelers want to travel ethically.
As a travel company, if you want to be using travel initiatives to attract clients, then you need to formulate a comprehensive content marketing strategy that makes the travelers understand your purpose and how they can minimize environmental damage. Simply posting that ‘we promote sustainability and ecotourism’ on your website is not enough to attract eco-travelers. There should be clarity of purpose in your content.
The pre-requisite to implementing a strategy using travel initiatives is to identify your goals, whether you want to promote responsible tourism, eco-tourism, sustainable tourism, or all of these things. And yes, these terms are often used interchangeably, but as a traveling company, you must understand the difference between these terms.
Eco-tourism- Ecotourism primarily revolves around the environmental impact caused by tourism.
Sustainable tourism- sustainable tourism refers to respecting cultural heritage and contributing to the local economy by purchasing goods and services from local artisans with environmental protection.
Responsible tourism - This is a broad term that implies both visitors and hosts share the responsibility of maintaining the ethnicity, culture, economic aspect, and ecological balance of a place.
As they say, Traveling is the best education, and doing so responsibly can teach people more about the social, economic, and environmental impact tourism causes. It also fosters meaningful relationships with people from different cultural backgrounds. As a traveling company, you should be able to enrich people with this knowledge to attract and engage them with you.
In this article, we will help you with ways in which you can promote responsible tourism to attract clients and retain them, so let's begin:
Using travel Initiatives to attract clients
Educate people on responsible tourism
Use your social media to educate people about your travel initiatives. Hire good travel bloggers and content creators to write quality content about these issues. This will encourage people to have a conversation about responsible tourism. Make them curious about how traveling with your company will enable them to minimize their carbon footprint or how they won’t be disrupting the ecosystem in a forest or at the beach. Give tips like- ‘carry your water bottle to avoid single-use plastic bottles’. Such content will help you establish authority as a responsible travel organization. Encourage people to ask questions and comment on your feed.
Create a unique strategy
With so much content out there, it is difficult to stand out from the crowd and catch user attention. Think of a unique tagline, catchy slogans, or videos to attract new customers. You can also collaborate with travel influencers with large followings. People relate to influencers and trust them more than celebrities nowadays, so if a popular influencer shares a positive story while traveling with your company, you can gain a lot of followers and potential clients.
Share your knowledge and expertise on responsible tourism using infographics. Today's readers have a very low attention span, they don’t have the patience to read an article. Create catchy infographics that display facts, stats, data, and solutions to environmental problems in a few words. Show the impact of choosing eco-friendly accommodations, riding a bike, or buying locally produced foods, etc in a catchy infographic.
Create a community for eco-travelers
Solo travelers, women travelers, and ecotravel are not just trends, they depict a significant shift in society, and social media has played a prominent role in bringing together like-minded travelers. You can optimize this trend by creating a community for responsible visitors, where they can connect and learn from each other about sustainable travel. You can also address their needs and complaints. It can be a platform to voice their opinion on environmental issues. From a business point of view, creating a community is quite valuable as people will talk about your brand and share feedback, this can bring a lot of organic traffic and leads to your business.
Use paid advertising
Along with organic traffic, a business needs to invest in ads that can extend its reach and visibility. You can pay for ads on Facebook, Instagram, and google ads. They will display ads to relevant audiences and can bring them to your business.
An effective content marketing strategy will help you attract clients but to retain them, you must follow adequate steps to ensure that your company is aware of responsible tourism and can minimize environmental damage caused during traveling. Your knowledge and efforts to promote sustainable tourism should be genuine.
Advantages of responsible tourism
Enhance economic benefit for local businesses and promote local tourism.
It protects the natural and cultural heritage of a city.
Also, enables an understanding of the socio-economic and environmental issues of a place.
Creates a connection between travelers and the host, which fosters meaningful cross-cultural relationships, especially for solo travelers as they want to connect with the locals.
Not only millennials but people from all generations want to travel more responsibly, owing to mass awareness about the environmental damage that tourism can cause.
Promoting responsible travel initiatives to attract clients is not just a box you need to check in your marketing strategy, instead, it's a way the world wants to travel now. People are becoming aware of the consequences and impact of irresponsible tourism and they want to do better. As a business, you must spread awareness about responsible tourism that protects the environment, culture, and heritage and gives economic benefits to tourist places.
Strategize and plan unique content that spreads awareness, encourages conversation, and engages potential clients. A business can only be successful if it can adapt to changing times.
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