Sustainable Tourism and Video Strategies in 2025

Sustainable tourism is increasingly becoming a priority for both travellers and the tourism industry. With growing awareness of the environmental and social impact of travel, the sector is adapting to offer experiences that respect both the environment and local communities. In 2025, we will witness a series of trends that will redefine how we travel and promote sustainable tourism.

Sustainable Tourism Trends in 2025

An Increasingly Responsible Tourism

Sustainable and responsible tourism is no longer a niche but a necessity. More and more destinations are adopting measures to reduce environmental impact, protect local cultures, and manage tourist flows in a balanced way. In Europe, 81% of Italian and German travellers consider sustainability a key factor in choosing their holidays. According to a report by the Global Sustainable Tourism Council, 72% of global travellers want to stay in eco-friendly accommodations, and 68% are willing to pay more for low-impact tourism experiences.

Carbon-Neutral and Carbon-Negative Travel

The fight against climate change is leading more tourists to choose lower-impact travel options. According to a survey by Booking.com, 40% of travellers are looking for ways to reduce their carbon footprint while on holiday. Airlines, hotels, and travel agencies are developing programmes to offset CO₂ emissions, while interest is growing in alternative solutions such as zero-emission or even carbon-negative travel, where activities contribute to removing more CO₂ than they emit.

The Rise of Ecotourism

Nature-based experiences are booming, with travellers seeking authentic interactions with the environment. According to WWF, nature-based tourism already accounts for 20% of the global tourism market and is growing at a rate of 6% per year. Destinations offering eco-friendly excursions, stays in eco-lodges, and wildlife conservation activities are becoming increasingly popular. This not only helps preserve ecosystems but also brings economic benefits to local communities.

Regenerative Tourism

It is no longer enough to reduce the negative impact of tourism; a more ambitious approach, regenerative tourism, is emerging. This trend encourages travellers to leave destinations in a better state than they found them, actively contributing to reforestation projects, the restoration of natural habitats, and supporting local communities. According to a report by EarthCheck, 53% of travellers would prefer destinations that invest in environmental and social regeneration projects.

Local Experiences and Authentic Culture

Tourists are increasingly seeking immersive and authentic experiences. According to Skift, 63% of global travellers want their spending to have a positive impact on local communities. From participating in traditional craft workshops to cooking classes with local chefs, the focus is shifting to human connections and discovering authentic cultures. This helps counter overtourism and distribute tourism benefits more equitably.

Flight-Free Travel and Slow Tourism

More and more people are avoiding air travel in favour of more sustainable alternatives such as trains, buses, or even cycling trips. A survey by the European Travel Commission revealed that 35% of European travellers plan to reduce the number of flights they take in the coming years for environmental reasons. The concept of "slow tourism" is gaining popularity: instead of visiting multiple destinations in a short time, travellers prefer deeper immersion in a single location.

Digital Detox and Wellness Tourism

With the increasing stress of modern life, the demand for relaxation and digital detox holidays is rising. According to the Global Wellness Institute, wellness tourism is growing rapidly, with a market value expected to exceed $1.1 trillion by 2025. Nature-immersed retreats, yoga getaways, and stays in areas without internet connectivity are becoming increasingly popular.

The Importance of Video Marketing in Sustainable Tourism

Video marketing plays a crucial role in promoting sustainable tourism. Thanks to its ability to engage and inspire, video can effectively showcase the benefits of responsible tourism and encourage travellers to make more sustainable choices.

Telling Stories of Positive Impact

Through video, destinations and tourism companies can tell compelling stories about how sustainable tourism is improving local communities and preserving the environment. Visual storytelling creates an emotional connection with the audience, making messages more effective.

Showcasing Sustainable Practices

Videos can highlight the eco-friendly initiatives of a structure or destination, such as recycling, the use of renewable energy, or support for local communities. This helps build trust and demonstrate transparency.

Educating Travellers

Informing the public about responsible travel practices is essential. For example, educational videos can show how to reduce environmental impact while on holiday or how to respect local culture.

The Power of User-Generated Content

Videos created directly by travellers, such as vlogs and reviews, are powerful tools for promoting sustainable tourism. Experiences shared on social media are often perceived as more authentic and trustworthy.

Video Marketing Case Studies for Sustainable Tourism

Garzê's TikTok Campaign (China)

In the heart of China, the Garzê region adopted an innovative approach to promoting its cultural and natural heritage through TikTok. Liu Hong, Director of the Culture and Tourism Office, created 156 short videos highlighting breathtaking landscapes, local traditions, and sustainable tourism practices. The idea was simple yet effective: using engaging visual storytelling to attract attention without investing in costly productions.

The results were extraordinary: videos focusing on stunning imagery and cultural authenticity achieved high engagement levels, with 68% of the most successful content based on this approach. The campaign's success demonstrated that even with limited budgets, it is possible to effectively promote lesser-known destinations while valuing local culture and raising awareness about responsible tourism.

Key Lessons:

• Visual content showcasing a destination's beauty and culture can have a significant impact with minimal investment.

• Promoting authenticity and cultural preservation aligns perfectly with sustainable tourism.

Icelandair and the “Iceland Academy”

To educate tourists on more mindful travel, Icelandair launched the Iceland Academy, a series of 14 short videos (about 90 seconds each) covering topics related to Icelandic culture, safety, and sustainability. The videos explained how to behave in hot springs, the importance of glacier conservation, and the value of sustainable local cuisine.

But the campaign didn’t stop at video content: viewers could earn interactive badges and enter a competition to win a trip to Iceland. This made the campaign highly engaging, resulting in over 10 million views, a 30% increase in interest in Iceland, and a 342% rise in online searches for the destination.

Key Lessons:

• Educational content enhances travellers' experiences and helps them respect the environment and local communities.

• Integrating interactive elements, such as badges and competitions, increases engagement and campaign reach.

  
  

Community Tourism in Thailand

Thailand sought to redefine its tourism image by focusing on sustainable and community-based tourism. To achieve this, it launched a series of storytelling campaigns highlighting local ecotourism and cultural conservation projects. The videos told stories of communities committed to environmental protection, tradition preservation, and offering authentic experiences to tourists.

The initiative significantly improved Thailand's perception as a sustainable destination, aligning it with the growing global demand for ethical and responsible travel. This attracted a more conscious audience eager to contribute positively to local communities.

Key Lessons:

• Community-focused storytelling promotes respect for the environment and traditional cultures.

• Directly involving residents and local projects ensures authenticity and long-term impact.

  
  

Sustainability in New Zealand's National Parks

New Zealand has always been a model of sustainable tourism, and one of its most effective initiatives has been the promotion of eco-friendly practices in national parks through video content. A local tourism company documented its efforts to reduce waste, protect ecosystems, and adopt conservation practices.

Transparently showcasing these commitments has raised awareness among visitors, encouraging them to adopt more sustainable behaviors during their travels. Furthermore, it has strengthened New Zealand's image as a destination dedicated to environmental preservation.

Key Lessons:

• Being transparent about sustainability initiatives helps build trust with travelers.

• Visually documenting eco-friendly practices enhances a destination's credibility and appeal.

Conclusion

The sustainable tourism trends for 2025 indicate a future where responsible travel will be the norm, not the exception. Video marketing is a crucial tool in promoting this transition, inspiring and informing travellers. With engaging stories, impactful visuals, and innovative strategies, we can build a future where tourism not only respects the environment but improves it.