Sustainable Travel Marketing: Actionable Trends for 2025
Sustainability is no longer a marketing bonus. It’s a baseline.
If you're in travel marketing, you’ve likely seen the shift: audiences aren't just asking where they can go. Now they're more interested in how and why. This evolution is born from a burgeoning collective social interest in sustainability - and it’s only going to keep growing. Brands need to be prepared to share how they have integrated sustainability to remain relevant, trustworthy, and competitive.
In 2025, that means moving from vague pledges to verifiable action.
“There’s a push to shift from sustainable talk to sustainable action, with data accuracy and transparency becoming non-negotiable.”
— BCD Travel
Whether you’re a destination, a tour operator, or a race director, here are the sustainable travel trends you need to pay attention to - and how to activate them with real marketing strategy.
Sustainability Must Be Story AND System
Travelers increasingly want to support brands that care about people, planet, and purpose. And they want to see tangible evidence.
The World Economic Forum highlights that tourism “can be a powerful driver of regenerative development” - but that requires “aligning growth with sustainability goals and community needs.”
Marketing Takeaway:
Sustainability stories must go beyond “eco-lodges” and “recycled paper.” Highlight the systems:
Do you partner with local guides or suppliers?
Are you redistributing traffic to lesser-known regions?
Do your sustainability claims include metrics?
Back Up Your Claims With Data
Sustainability is becoming a data-driven discipline. The EU’s new Corporate Sustainability Reporting Directive requires that many tourism brands - including those outside Europe with EU customers - begin reporting carbon emissions and other ESG indicators.
Even beyond regulation, travelers are skeptical of vague terms like “eco-friendly.” They want receipts.
Marketing Tip:
Use clear, simple data in your messaging:
“97% of our staff are local hires.”
“Guests offset 12.3 tons of CO₂ last year.”
“We use 100% reusable water systems at all aid stations.” (for race organizers - better yet, have your runners bring their own refillables)
And make sure your numbers are easy to find, ideally on landing pages and main navigation pages (not just buried in PDFs or sporadic emails).
Community-Based Tourism Is Rising
As over-tourism strains popular hubs, many brands are investing in community-based tourism that supports underrepresented areas and encourages slower, more intentional travel.
According to Sawgrass Marketing, “travelers are increasingly prioritizing destinations that promote local experiences, cultural exchange, and economic equity.”
How to Activate It:
Highlight partnerships with local hosts, nonprofits, or artisans
Offer trip add-ons or pre-race extensions that explore beyond the main site
Use storytelling (especially video and UGC) to elevate community voices
4. Market With Transparency, Not Perfection
No brand has it 100% figured out. And in 2025, that’s okay. What matters most is progress and transparency.
“Consumers want honesty. If your brand isn’t 100% sustainable, that’s fine -just show them what you’re doing now and where you're headed.”
— Forge Apollo
What That Looks Like in Marketing:
A “Sustainability Progress” page with clear goals + roadmaps
Behind-the-scenes looks at carbon offsetting programs
Spotlights on team members or travelers helping to shape your approach
You don’t need to be perfect. But you do need to be clear (and authentic).
Sustainability Takes Work. But It Ultimately Benefits Us All.
Sustainable travel marketing in 2025 isn’t about just adding a leaf icon to your logo. You have to build trust, show the receipts, and stay committed to actively informing travelers about what they’re supporting. It’s work, but this work pays off in the long run. When done right, sustainability doesn’t just make people feel good, but performs better too.
