Communicating responsible tourism is hard.
It shouldn't have to be, because many of the people working to deliver it have the best stories to share. Stories of places intimately connected to their surroundings; experiences that whisk you away from the humdrum of daily life or the same-same offer of much of tourism today. Stories of engaging with local communities, where the people really are happy that you have come to visit.
The trouble is, most of the work building a successful responsible tourism business is hard. It isn't all sampling local beers and dancing to the best band in the village. It's dealing with issues around waste management and energy supply, ensuring supplier accreditation and whether the wood for the new outbuilding is FSC-approved. And whether FSC-approved is still the way to go.
It takes up so much time and headspace that it can become all there is. But vital as it is, it's not the stuff that most tourists think about - or search for - when they dream of their perfect holiday. So people who have put their heart and soul into delivering the most wonderful holiday experiences around aren't connecting with travellers who would love to discover what they provide.
This is where I can help. As the images on this page show, I have spent years communicating responsible tourism in many different ways, including an award-winning guidebook, the news website I edit today, an A-Z of responsible tourism postcard campaign, and my new book, which explores how the whole industry can redesign itself to offer transformational change.
I also write regularly about how tourism should be communicating, eg: Why you should stop selling tourism products and start telling better travel stories', Using social media to do more than sell holidays, and How to engage over 100,000 people in your responsible tourism campaign in under a month.
Or you could just get in touch. And I'll listen to you instead.