Communicating your Green Credentials

Tourism businesses have two "green" opportunities through marketing:

1. Marketing Your Area as a “Green Destination”

There are opportunities to market your area as a ‘green destination’. The likelihood of visitors being attracted to an area is heightened if each experience builds upon a central travel motivator, for example, if:

The accommodation is environmentally sensitive;
Local attractions or services include interpretive information on the community/culture, the area, and activities;
Information is provided on regional conservation activities; and
The regional partners work with each other to develop an environmental charter, or code, as a guide for tourism businesses in the area, to enhance environment and visitor experience.

2. Marketing your Tourism Business as ‘Green’

A Word of Warning

Green marketing is a potentially dangerous area. It is one of the greatest concerns by critics, as well as the industry, and consumers. The prime criticism is that tourism businesses (or destinations) are marketing a product as "green", but are actually doing business as usual, or doing a "green wash". This ecosell perspective uses general, sweeping statements to sell. This has been done by companies eager to improve their green image. This strategy can backfire and expose you to scrutiny from Government consumer agencies.

Basic Principles for Your Green Marketing Program

Some of the basic principles for your green marketing program should include the following (messages):

always be honest and substantiate any environmental claims
identify any genuine environmental benefits about your product or service
match your product/service to specific markets, and try to do regular/ongoing market research to identify green trends
include details of the natural environment in which your business is located
do an environmental scan or audit of your facility, to see where it could become greener, and tell the customer
use recycled paper for all your promotional materials
think about environmental promotions which you could run to increase occupancy/visitation

Getting the Message out to the Consumer

Incorporate environmental messages into all promotional collateral.
Conduct client environmental education activities.

Client education is both an opportunity to market your green dimensions, and an opportunity to educate the visitor to: explain the ‘whys’, including why you'd like them to share in the environmental experience. Marketing can be used to give clients messages about the environment, for example:

promoting the use of public transport
promoting regional conservation appeals
understanding of particular environmental sensitivities (natural or cultural)
understanding of environmental experiences, opportunities and constraints
evoke expectations about the benefits of appropriate activities and behaviour within the area, from respect for wildlife to enjoying the local culture

Communicate your Commitment to the Environment

If you have taken steps to manage your business in an environmentally responsible way, tell your clients. It is important that they understand that you have taken steps as an investment in the environment, not simply because you wish to save money. Many will be delighted and impressed. In fact some may have chosen your establishment before others because of this.

Participate in Awards/Accreditation – demonstrate your commitment

Membership of environmental certification programs, such as EcoCertification and Green Globe 21 and participation in environmental awards, such as Tourism for Tomorrow, will provide independent verification to your customers of your commitment to the environment. Not only will it promote what you already do but it will give guidance on how to do more and save more.

Click here to read about an accommodation business that attracts visitors from around the world because of its environmental design and showcasing of sustainable practices