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Nadine Gehrisch | October 2025
Sustainability is no longer a niche topic in tourism, but has become a central aspect that affects both travellers and destinations.
But how can tourism regions credibly communicate their sustainable offerings without falling into the greenwashing trap? In this article, we highlight how you, as a destination, can effectively communicate your sustainable initiatives in order to gain the trust of guests and achieve long-term success.
Nowadays, as travellers become increasingly environmentally conscious, tourist regions face the challenge of communicating their sustainability efforts in a transparent and appealing way. Credibility is the key to success here. Authentic communication builds trust and convinces potential visitors of the sincerity of sustainable offerings. But how can this be achieved?
Greenwashing, i.e. pretending to be sustainable without any real substance, can cause lasting damage to the reputation of a tourist region. To avoid this, regions should ensure that they report honestly and transparently on their sustainability measures. It is crucial to communicate openly about successes as well as challenges and measures that have not yet been implemented. Being honest about one's own limitations and weaknesses can strengthen rather than diminish the trust of guests.
Storytelling as a communication tool: Stories about sustainable initiatives and their positive effects can create an emotional connection with potential guests. For example, telling the story of a hotel that has completely switched its energy supply to solar power, thereby strengthening not only the environment but also the local economy, makes the topic of sustainability more tangible and inspiring.
Use of digital media: Social media and digital platforms offer excellent opportunities to communicate sustainable offerings directly and interactively. Short videos, infographics or blog posts can draw attention to specific measures and increase the reach of messages. However, it is important to design content in such a way that it is both informative and appealing.
Direct communication with guests: Staff should be trained on site to actively inform guests about the region's sustainable measures. This can be done through personal conversations, information brochures or special tours that give guests the opportunity to experience sustainable practices first-hand.
With its campaign „Natürlich. Echt. Nachhaltig.“ (‘Natural. Authentic. Sustainable.’), the region is clearly positioning itself as a sustainable destination without losing any of its appeal for visitors. The core message of the campaign is to convey that you can enjoy yourself, relax and be active in the Black Forest – without feeling guilty. The topic of sustainability is conveyed in an emotional rather than moralising way.
Key communication tools for the campaign:
Website & sustainability portal:
www.schwarzwald-tourismus.info/nachhaltigkeit presents sustainable accommodation, certified hosts, climate-friendly activities and mobility offers (e.g. KONUS guest card = free use of public transport).The campaign by Schwarzwald Tourismus GmbH takes a holistic approach: sustainability is integrated into all areas (mobility, accommodation, experiences, communication). By having people from the region explain their sustainable approach and talk about their products and services, the campaign gains credibility while also evoking emotion.
Communicating sustainable offerings is not a one-off act, but an ongoing process that must be continuously adapted to changing traveller expectations and developments in the field of sustainability. Tourism regions that manage to communicate their sustainable initiatives credibly and transparently will benefit in the long term from a stronger image and greater trust among guests.
Through the use of storytelling, digital media and direct communication, regions can effectively present their sustainable offerings and position themselves as pioneers in sustainable tourism. It is crucial to avoid greenwashing and instead focus on honesty and transparency. This is the only way to ensure that sustainability efforts reflect not only the image, but also the reality.