Sustainability rarely fails due to lack of knowledge but often because of the stories we tell about progress, success, and a good life. Narratives shape the expectations of guests, decisions of companies, and political priorities. They influence which visions of the future people find attractive—and which changes encounter resistance.
This thematic block examines the role of narratives and communication as strategic levers for transforming tourism. The central question is how sustainable development can be communicated in a way that not only convinces but also provides guidance, belonging, and willingness to act. Which narratives reach the vast majority who are fundamentally positive towards sustainability but only slightly change their behavior? What cognitive biases prevent effective communication? And how can tourism organizations, destinations, and companies tell stories that inspire enthusiasm for the future rather than convey deprivation?
International perspectives meet concrete experiences from Austrian tourism practice and are further explored in a joint discussion.
Framing Keynote: Johanna Gollnhofer, University of St. Gallen
Austrian Good Practice: Joschi Walch, Hotel Rote Wand
Subsequent panel discussion: Johanna Gollnhofer, University of St. Gallen / Joschi Walch, Hotel Rote Wand / Madeleine Mitrovic, TVB Ausseerland / Ewout Versloot, Netherlands Board of Tourism & Conventions
