Stop under- or over-selling the work you do. We work with travel businesses to communicate sustainability honestly, and in a way that reaches the travellers who share your values. Start free, go further when you're ready.
The scan is free and takes two minutes, no account needed.
Whatever stage you're at, the starting point is the same: an honest look at where your sustainable marketing stands. Take it further with expert guidance when you're ready.
How well are you really communicating sustainability? We see many travel businesses working hard on their impact, yet still struggling to talk about it.
Start with the scan → Paid · Next stepYou're doing the work: positive-impact practices, responsible partnerships, genuine care for people and planet. Now it's time to show it, authentically and never like greenwashing.
Explore Story & Plan →
You stop guessing what to say. Your sustainability story is clear, structured and true to what you actually do.
Your story holds up because the practice behind it does. You communicate with confidence, without fear of overclaiming.
You attract travellers who choose you for what you stand for, so your marketing starts working for the business, not just the planet.
Each step builds on the one before, so you're never starting from a blank page.
Step 1 · Free
See where your marketing stands today: a score, your tier, and specific suggestions to improve.
Step 2 · Paid
Turn your scan into the words and the narrative to talk about what you do, plus 15 personalised actions sorted by effort.
Result
A story you're confident to share everywhere, and travellers who choose you for what you stand for.
"We didn't want sustainability to stay a niche for do-gooders. We wanted it to be what sets any travel business apart."
Anne spent years working with hundreds of travel businesses on sustainability certification, and kept hearing the same question: what's in it for me? Rik, with a decade in digital marketing, believed sustainability could set any business apart.
Together they founded Good Tourism Institute: turning sustainable practices into a real business advantage.
Every sustainable travel business has a story worth telling. Start free to see where you stand, then go further with the story and plan when you're ready.