What Does Sustainable Tourism Really Look Like? A Call to Action in Honor of World Tourism Day

When we think of sustainable travel, eco-lodges and e-bikes often come to mind. While reducing our carbon footprints plays a role, true sustainability is far more complex. Sustainable travel, at its core, means traveling in a way that enables destinations to continue to operate economically, culturally, and environmentally for years to come. For example, Equality in Tourism is training women farmers in the Kilimanjaro region to supply hotels and restaurants with locally grown produce, furthering both the farming and hospitality industries in Tanzania’s busy tourist region.

Unfortunately, there’s a gap between what travelers want and what they’re willing to do. According to booking.com, 82% of U.S. travelers say sustainable travel is important, but nearly half (48%) admit they rarely act on it. 

So what do we, in the travel and tourism industry, do about the intention gap? 

As we celebrate World Tourism Day on September 27, this year’s theme, Tourism and Sustainable Transformation, serves not only as a powerful opportunity but also as a call to action for destination marketing organizations (DMOs). At Sojern, we work with DMOs from around the world, and in honor of World Tourism Day, we’re offering three ways DMOs around the world can drive sustainable change to ensure travelers can enjoy their offerings for years to come.

Attracting Value-Aligned Travelers

Not all travelers are created equal, and creating a more sustainable destination starts with attracting travelers who share your values. DMOs want to attract visitors who will care, spend, and stay responsibly, and that starts with learning more about their wants and needs. Some travelers are looking for low-impact lodging, off-the-beaten-path experiences, and opportunities to support local businesses, while others may have less-defined sustainability goals, but can be influenced through thoughtful messaging and targeted outreach. And for those who haven’t considered the sustainability of their travel choices at all, the urgency of today’s climate realities makes this a pivotal moment. DMOs have a unique opportunity—and responsibility—to guide all travelers toward more conscious decisions, regardless of where they’re starting from. 

At Sojern, we help DMOs harness the power of real-time travel intent data to reach sustainability-minded travelers at the moments that matter most. By identifying audiences who are already searching for immersive, culturally rich, and eco-conscious experiences, DMOs can tailor campaigns that resonate with traveler values—long before a booking is made. Whether it's targeting cultural travelers who support local artisans, accessibility-conscious visitors, or “quality tourists” who stay longer and travel off-peak, data allows marketers to go beyond generic outreach and connect with travelers who will leave a destination better than they found it. 

Combating Overtourism Through Campaigns

Let’s face it: Overtourism is a growing concern among destinations. Travelers are flocking to popular destinations in their droves, and the sheer amount of traffic can wreak havoc both on the destination and the travelers’ experience. To combat overtourism, DMOs are increasingly turning to always-on marketing strategies that keep destinations visible year-round, not just during peak seasons. According to our State of Destination Marketing survey, 75% of U.S. DMOs are now running always-on campaigns, more than any other region in the world. This shift reflects a deeper truth about traveler behavior: people no longer plan trips on a fixed calendar. They browse, dream, and book across devices and touchpoints at all times of the year. 

We work with DMOs around the world to deploy always-on campaigns. Our goal isn’t about turning off demand—it’s about guiding it. By maintaining a constant digital presence, we give DMOs more opportunities to inspire visits during the off-season or redirect interest toward lesser-known neighborhoods, cultural corridors, or natural areas within the destination. Our always-on solutions give DMOs the tools to support smarter visitor flows while still driving long-term growth.

Unify Messaging Using Co-op Strategies

In destinations where sustainability efforts vary from one partner to the next, travelers often receive mixed messages, undermining both credibility and impact. Co-op marketing helps fix that. By bringing partners to the table with a shared set of values and strategic goals, DMOs can set a consistent tone and standard for how sustainability is communicated. Whether collaborating with sports leagues, cultural institutions, or independent businesses, co-op marketing transforms fragmented efforts into a destination-wide movement. 

Sojern’s co-op solutions make it easy for DMOs to pool budgets, creative assets, and audience insights to deliver cohesive, always-on campaigns that amplify a destination’s sustainable values at every stage of the traveler journey. Whether your DMO is promoting eco-friendly lodging, low-impact transportation options, or cultural events that celebrate local heritage, co-op campaigns ensure that every touchpoint reflects a unified voice. When everyone tells the same story, that story sticks. With Sojern, these campaigns are not only more efficient and cost-effective, they’re also more powerful, reaching the right audiences with the right message at the right time. And when it comes to building a truly sustainable brand, consistency is key.

In a time when travelers are seeking clarity and authenticity, co-op campaigns aren’t just efficient, they’re essential for building trust and long-term sustainability. 

As we celebrate World Tourism Day and lean into the Tourism and Sustainable Transformation theme, it’s clear that DMOs have both the opportunity and the responsibility to lead the way. By leveraging data, embracing always-on strategies, and unifying partners under a shared sustainability vision, together we can close the gap between traveler intention and action. At Sojern, we’re proud to support DMOs in building a tourism future that’s not only thriving—but truly sustainable.

Want to learn more about how we can help your destination bring your sustainability strategies to life? Let’s connect.