Sometimes the art of good communication isn’t making sure you are saying the right thing. It’s talking to the right people, at the right time.
Communicating the benefits of responsible tourism has to connect to the reasons guests go on holiday. It is not the place for a lecture.
What is the significance of Tripadvisor’s new Greenleaders scheme? Will it help move the industry towards responsibility or is it just another ecolabel to add confusion to an already overcrowded pile?