Best Practices for Marketing Sustainable Tourism: Targeting the Right Audience for Success
Posted by Lizanne on July 11, 2024
At Eco Africa Digital, we’re thrilled to embark on a new journey with our latest client: a group of 12 pioneering sustainable lodges and camps in the Maasai Mara and Samburu Conservancies in Kenya. Rooted in community-based conservation and tourism, these lodges offer exclusive experiences of African wildlife, culture, and wilderness in partnership with local communities. Our goal is to help them attract the right audience, ensuring their unique offerings reach those who will appreciate and support their sustainable approach.
Sustainable tourism is more than a trend; it’s a rapidly growing sector. With related trends like ‘slow travel,’ ‘ecotourism,’ and ‘staycations,’ there’s a significant demand for mindful travel experiences. The market for sustainable travel is expected to grow by $235.21 billion between 2021 and 2025, and the business travel sector is projected to grow by $335.93 billion from 2023 to 2027. This surge in demand presents a golden opportunity for sustainable tourism businesses to thrive.
Understanding which generation values sustainability the most is crucial. Here’s a snapshot of how different age groups viewed sustainable travel in 2023, by Audrey Hendley, president of American Express Travel (Source):
Travel spending power varies across generations. Between 2020-2023, the average travel expenditure per trip was (Source):
Based on our research, Millennials emerge as the ideal target audience for sustainable tourism marketing. They not only care deeply about sustainability but also possess significant spending power. Gen Xers, with their higher spending power, serve as a valuable secondary group, while Gen Zers, despite their strong sustainability focus, have the least spending power at the moment.
Millennials are drawn to unique, authentic, and cultural travel experiences. They seek exotic and meaningful journeys rather than well-trodden paths. Travel, for them, is a right and an integral part of their identity.
Read more on crafting messages like this one by Saruni Basecamp (and how we will help them to expand on their current messages) when targeting Millennials in sustainable tourism in my blog post here.
Greetings from Stellenbosch,
Lizanne du Plessis
Share this article
Eco Africa Digital Wins Silver at 2025 ITTFA for Tourism Film “A Story Worth Joining”
July 2, 2025
Celebrating storytelling, strategy, and a decade of serving Africa’s tourism industry
Read
The Future of AI in Tourism Marketing: Balancing Automation with Human Creativity
March 3, 2025
In the ever-evolving world of digital marketing, one undeniable force is reshaping how businesses engage with their audiences—Artificial Intelligence (AI). As tourism marketers, we must ask ourselves not if AI will impact our strategies, but how we can leverage it to create more impactful, personalized, and results-driven campaigns. At Eco Africa Digital, we specialize in digital marketing for tourism and hospitality, and we’ve been closely following the AI revolution. Inspired by insights from industry leaders like the CEO of Hawke Digital, here’s our take on how AI is transforming marketing and what it means for tourism brands looking to stay ahead of the curve.
Read
Exceeding Expectations: How Eco Africa Digital Drove Unprecedented Tourism Marketing Results for Saruni Basecamp
December 8, 2024
When Saruni Basecamp, a premier safari operator with 13 luxury lodges and camps across Kenta, approached Eco Africa Digital, their goal was clear: drive more direct bookings and increase engagement from international audiences. Four months into their digital marketing campaigns, we're thrilled to share the transformative results achieved, setting a benchmark for success in the tourism and hospitality industry.
Read
