Who exactly is the sustainable traveller, and how do you reach them? 🎯

In this week’s episode of Sustainable Today, Successful Tomorrow, we unpack this big sustainable marketing question.

We explore why “sustainable traveller” is not a one-size-fits-all label and how getting specific is key. 🧭

We break it down into practical strategies, including:

👥 Defining your ideal traveller

🔍 Understanding traveller motivations

🎯 Finding your niche (and sticking to it)

🌊 Reaching bycatch customers

Because reaching the right people matters more than reaching the most.

If you want to market with more clarity, purpose, and confidence, this episode is for you. 🎧

Want to learn more about identifying your ideal target group? Read our article on: 📚
https://goodtourisminstitute.com/library/identify-ideal-target-group/

How do you build a tourism business that grows with the community and creates real value for everyone involved?

That’s Community-Based Tourism the Kara-Tunga way! 🤝

In this episode of Sustainable Today, Successful Tomorrow, Anne sits down with Theo Vos, founder of Kara-Tunga, a tour operator in Northern Uganda that’s leading the way in community-based travel.

They talk about building a sustainable business model, earning local trust, and redefining authenticity through collaboration. 💬

Theo shares how Kara-Tunga has developed experiences rooted in culture, ownership, and pride, while successfully reaching a broad audience. 🌿

From managing expectations to marketing what truly matters, this conversation is packed with practical insights for anyone looking to make community-based tourism meaningful and successful.

If you're exploring how to grow community-based tourism with care, purpose, and impact, this episode is for you. 🎧

Community-based tourism sounds great in theory, but what does it take to really make it work? 🤔

That’s the big question we explore in this week’s episode of Sustainable Today, Successful Tomorrow.

Together with Theo from Kara-Tunga in Uganda, we dive into the real-world challenges of building community-based experiences that benefit local people and resonate with travellers. 🌍

From awkward interactions to meaningful personal exchanges and long-term impact.

We unpack what happens when you approach community-based tourism not as a charity, but as a business model with purpose. 💡

Whether you’re a fan or still unsure about community-based tourism, this episode is packed with practical insights, honest stories, and inspiration. 🎧

Is sustainability certification worth it, or just more paperwork? 😵‍💫

In this week’s episode of Sustainable Today, Successful Tomorrow, we dive into one of the most debated topics in sustainable tourism: certification.

✅ Is it a stamp of approval that boosts credibility?
🚫 Or is it just an expensive checkbox that discourages creativity?

We explore the real benefits and drawbacks of getting certified: from third-party validation and internal alignment to missed marketing potential and a lack of global standards. 🌍

We also touch on the upcoming Green Claims Directive, and how it will change the sustainability certification altogether.

If you’re unsure whether to pursue or avoid certification, or how to use it as more than a logo on your website, this episode is for you. 🎧

Want to learn more about pursuing or avoiding certification? Read our article on: 📚
https://goodtourisminstitute.com/library/sustainability-certification/

What if luxury wasn’t about excess, but about impact? ✨

In this episode of Sustainable Today, Successful Tomorrow, Anne sits down with Natalie, Head of Positive Impact at Jacada Travel, to explore how luxury travel is evolving.

They talk about shifting the definition of luxury: from consumption to connection. 🙌

Natalie shares how, with Jacada’s approach, meaningful sustainability doesn’t have to mean compromise.

It’s about offering authentic experiences, supporting local communities, and making conscious choices. 🌿

All while delivering unforgettable experiences.

If you’re curious how sustainability and luxury travel can go hand in hand, and how to communicate your impact with honesty, clarity, and confidence, this episode is for you. 🎧

Does sustainability come at a price? 💸

There's this perception that sustainability comes with a price tag, both for travelers and travel businesses, but is that really the case? 🤔

That’s the big question we explore in this week’s episode of Sustainable Today, Successful Tomorrow.

In this discussion, we look at what it actually takes to create positive impact in tourism, with or without a big budget. 🌿

We’ll share clips from our interview with Natalie, Head of Positive Impact at luxury tour operator Jacada Travel.

She offers a fresh take on what luxury really means, and how it can go hand in hand with sustainability. ✨

Whether you're working with five-star lodges or five-dollar budgets, this episode is for you.

“It’s not just about being sustainable. It’s about selling it too!” 🤔

Sustainable tourism and successful entrepreneurship can go hand in hand, if you know how to communicate your efforts effectively.

It’s not just about being sustainable. It’s about resonating with travelers through clear, honest, and practical communication. 📢

In this very first episode of Sustainable Today, Successful Tomorrow, we explore why good sustainable marketing is key to success in tourism.

We talk about the gap between what travellers say and do, why trust matters, and how a good story can make all the difference. 💬

Want to learn more about the Say-Do Gap? Read our article on: https://goodtourisminstitute.com/library/close-sustainability-say-do-gap/