The travel and tourism sector is, by its very nature, resource-intensive. It depends heavily on natural environments, cultural heritage and local communities, and it can operate in a very linear fashion – take, make, dispose.
A circular economy may not be as well known as the issues it’s attempting to fix. This term refers to a system where resources are used more thoughtfully, cycling through a continuous loop rather than being created and discarded. Materials are reused, waste is minimized and what once would have been considered a by-product becomes a resource. This approach reduces environmental impact and extends the value of local resources, creating long-term benefits for communities, the environment and the economy.
At the recent Arabian Travel Market (ATM) in Dubai, Caroline Moultrie, MMGY Global President, EMEA, joined the panel for “Enhancing Competitiveness Through a Circular Economy.” In addition to discussing important topics ranging from infrastructure and innovation to governance and regulations, Caroline shared her vital perspective on how travel brands and destinations should be communicating their ecological values and strategies to consumers.
Rethinking the Role of Sustainability in Tourism
Many of today’s travelers are seeking alignment between their values and the brands they support, especially when it comes to environmental and social challenges. To win these consumers, it’s important that brands – and the experiences they offer – reflect their principles with confident messaging that is clear, credible and grounded in real actions.
Sustainability isn’t just a responsible choice; it’s a strategic one. Destinations associated with sustainability-led practices that genuinely support people and place are seeing a noticeable boost in brand reputation and traveler interest. MMGY proprietary research shows that even though only 1.5% of reviews written by travelers currently mention sustainability, that number has more than tripled in the past five years.
Our latest Portrait of European Travellers™ report confirms this shift in sentiment: The top motivators for travel among European audiences include experiencing different cultures, exploring nature and spending quality time with family – all of which align seamlessly with circular economy principles of prioritizing local authenticity, environmental restoration and community well-being.
Turning Values Into Action
Case studies shared during the ATM session underscored this point. Costa Rica’s “Life’s Essentials” campaign, developed with MMGY, successfully drove awareness of the destination’s long-standing commitment to human well-being and ecological sustainability. The campaign delivered a 5% increase in visitation, showing that aligning tourism marketing with circular economy values can attract the right kind of traveler while strengthening the destination’s reputation and long-term resilience.
Similarly, Norway’s Sustainable Destination program shows how structured, standards-based approaches to sustainability can enhance the appeal of a destination to responsible travelers. And experience-led initiatives in Slovenia, like its beekeeping trails, illustrate how immersive in-destination activities can bring circular economy principles to life in an engaging way for travelers and locals alike.
Looking Beyond Traditional KPIs
During the panel, Caroline emphasized that travel brands can’t rely on numbers alone to define their success. Traditional KPIs, like visitor numbers or economic spend, do a poor job of telling the full story. Instead, we need to move beyond these conventional metrics and embrace more rounded, meaningful measurements – like how tourism is protecting biodiversity, actively supporting local communities, or effectively managing resources and waste. These metrics better reflect the true impact and value of tourism in a circular economy model.
This shift in performance measurement must be matched by a shift in storytelling. Effective marketing can turn complex sustainability efforts into meaningful stories that connect with travelers’ values while helping destinations stand out in a crowded marketplace.
Telling the Story the Right Way
Embracing the circular economy is not just about adopting sustainable practices – it’s also about positioning them as part of a broader destination identity and marketing them in a way that resonates with travelers’ evolving expectations.
5 Golden Rules for Marketing Circular Economy Travel
- Make It Simple
Explain circular economy concepts without jargon. Keep the message accessible so travelers quickly understand the value. - Be Authentic, Not Aspirational
Avoid vague claims or greenwashing. Focus on real, specific actions. Support clients in setting measurable goals and sharing honest progress. - Connect to Local Impact
Show how traveler choices directly benefit local communities and ecosystems. Make the impact tangible and emotional. - Frame It As a Movement
Align brand values with broader sustainability efforts and systemic change. Position your brand as a leader in a collective, forward-thinking movement. - Use Layered Storytelling
Combine branded campaigns, snackable social content, evergreen messaging and influencer activations to create surround-sound engagement.
Communicating circular tourism isn’t about selling sustainability – it’s about showing travelers a smarter, more rewarding way to explore the world. And in so doing, it delivers a true competitive edge for travel brands and destinations that are ready to lead.
How can you do that? Make sustainability tangible, inspiring and human – not abstract or overwhelming. Create marketing that empowers, not lectures. Lead with hope, not guilt. That’s how we build long-term loyalty and a stronger, more sustainable travel future.
