𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝗯𝗹𝗲 𝗧𝗼𝘂𝗿𝗶𝘀𝗺 𝗠𝗮𝗿𝗸𝗲𝘁𝗲𝗿
𝗖𝗼-𝗳𝗼𝘂𝗻𝗱𝗲𝗿 𝗼𝗳 𝗟𝗮𝘁𝗶𝘁𝘂𝗱𝗲 𝗮𝗻𝗱 𝗕𝗲𝘁𝘁𝗲𝗿 𝗥𝗼𝘂𝘁𝗲𝘀 𝗖𝗼𝗹𝗹𝗲𝗰𝘁𝗶𝘃𝗲

I'm a marketing strategist committed to helping tourism businesses and destinations connect with travellers the right way.

For too long, tourism has been an extractive industry that puts profits before people and the planet. Yes, sustainable travel has gained some attention and momentum in recent years, but sustainability isn't enough. We need to think bigger, braver, and bolder. We should strive to be regenerative and leave places better than we found them.

For marketing and communications, that means throwing cheap sales tactics in the bin; no more "BOOK NOW. LIMITED PLACES!", Black Friday promotions, or "10 Places in Europe you MUST visit" bucket list articles. Travellers and locals deserve better.

That doesn't mean profits need to suffer, though. After all, as a business, you need to profit to survive. But implementing regenerative practices actually gives travellers much richer experiences that are built on genuine connection.

I'm not saying it's easy. It requires creative and smart thinking. Copy and pasting what everyone else is doing doesn't work in this business. But once you've created something truly unique that is both exciting for travellers AND benefits locals and nature, you're onto a real winner.