Step 1: Self-Assessment  

• What sustainability policies/practices do you already have in place?

• Do you have any regenerative principles at work in your organization?

• Do you have any experiences, activities, or products related to regenerative tourism in place?

Step 2: Content Strategy – Identify target audience 

• Who are you trying to reach? What type of traveler do you want to attract to your destination? 

• Where do consumers or tourism trade professionals look for information? (i.e. social media, online magazines, newsletters, websites, etc.). 

Step 3: Content Strategy – Strategic storytelling

• What stories, content, and traveler experiences can be identified to best appeal to this regenerative tourism audience?

• What stories do you want to tell? Are they…

• Unique to your destination — and support your destination goals

• Preserving — environment, culture, heritage, social structures, etc.

• Connecting and experiencing — nature and the outdoors

• Supporting and helping — local communities and their economies

• Do these stories align with the 6 identified growth areas of sustainable and regenerative tourism?

• Nature & Outdoors 

• Community-based Tourism

• Adventure 

• Health & Wellness

• Food & Agriculture 

• Cultural & Indigenous

Step 4: Build Your Network

• How can you work with people in your community to tell/amplify your stories?

• Who can share resources or communication channels to support your story (Regional DMOs, Industry Stakeholders, Local Champions, Strategic Partners and Allies)

Step 5: Content Creation & Marketing

• What type of content best tells these stories? Does that content align with your organization’s vision and values? (Ex: articles, videos, blogs, webinars, podcasts, etc.)

• What type of content best draws in your target audience and showcases the unique offerings of your destination/organization? 

• How can you strategically place your created content in front of your target audience?

• Social Media Campaign

• Media/Press (Earned + Paid Media Placements)

• Strategic Local Partnership Distribution 

• Travel + Trade Magazines and Publications

• Podcasts

• Email Newsletters 

Step 5: One final (crucial) step…

• Create a strategy document and editorial calendar for your team with specific due dates for each step of your campaign 

• What channel or channels can you best manage? It’s better to be strong on one or two channels than to spread yourself over several channels unsuccessfully.

• Set metrics for what you consider to be a successful campaign (i.e. increase in bookings and sales, newsletter sign-ups, social media engagement, etc.) 

• Track the results!

We hope this guide was helpful. Keep us posted on your results! ~ Team GLP