Sustainability has long been a strategic issue for the future of destinations – but how can it be communicated without resorting to platitudes, overwhelming stakeholders or facing accusations of greenwashing? Amidst political expectations, diverse stakeholders and international visitor markets, there is a need for communication that provides clarity, comes across as credible and conveys concrete relevance.
In the workshop, participants will be introduced to the ‘Destination Impact Kit’ – a practical toolkit for sustainability communication in tourism. Using specific key themes such as mobility, visitor management, regional value creation and culture, we will discuss how sustainability can be communicated in a way that is understandable, relevant to the target audience and effective – both internally and externally.
The focus will be on questions such as: Why do we communicate certain topics at all? Which stories foster acceptance rather than resistance? And how can we make sustainability visible without constantly having to talk about “sustainability”?
Participants will receive practical approaches and reflection tools for their own destination – ranging from strategic positioning and target group logic to concrete communication ideas for day-to-day tourism operations.
The workshop will be led by Florian Größwang and Heidrun Gruber-Größwang.
