Skift Take
While many destinations are upping their sustainability game, a few are actually actively promoting it as a way to attract higher-end visitors. Monaco and Slovenia are trying to prove that selling green will positively color tourism perceptions ... and revenues.
Does promoting sustainability work as a tourism marketing strategy?
Two European destinations are banking on branding green as a way to attract more high-spending visitors., hoping to break down perceptions that sustainability is a marketing gimmick.
For the past 10 years, the Slovenian Tourist Board has been all in on green tourism as a development and marketing opportunity.
“Our transformation from a nice country in the heart of Europe to the world’s first green destination did not happen overnight. It was the consequence of a strategic set of decisions and systematic work that began about 10 years ago," said Maja Pak, director of the tourist board.
The change started with the introduction of "I Feel Slovenia" as the country’s brand slogan, followed by the Green Scheme of Slovenian Tourism (GSST), a “game-changing national program" for assessing and improving the sustainability of destinations and tourism providers.
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