Responsible Travel Starts Before Visitors Arrive

Inspiring Responsible Travel: Branding for sustainability

When the State of Washington Tourism established a strategic stance on responsible travel it launched  a destination brand campaign, True to Nature, aimed at responsible travelers. The campaign incorporated local communities, tourism businesses, and statewide stakeholders, and resulted in a value-based brand with a goal to attract visitors who care about Washington’s communities, natural environments, and culture.

True to Nature is a consumer marketing campaign designed to position Washington as a destination for responsible travelers. True to Nature, through narratives that encourage responsible visitation, builds awareness and interest while connecting Washington with travelers who share those values.

The State of Washington Tourism, complements the campaign’s focus on attracting visitors who care about the destination, with practical tips to help travelers have a more positive impact during their visit. The destination provided a comprehensive guideline for visitors to understand how recreate sustainably and responsibly, while informing how their everyday choices can contribute to protecting Washington’s natural and cultural assets.

Tip for DMOs

Responsible visitor behavior starts with responsible communication.

–        Use your marketing channels to set expectations before visitors arrive.

–        Provide simple actions they can take during their trip, and clearly communicate the values your destination wants to promote.

–        Consistent messaging helps attract visitors whose travel choices align with your destination’s long-term sustainability goals.