How to nudge travel behavior in the right direction

New guide by Futouris, Visit Finland & Tourism Ireland shows how to communicate sustainability with real impact

Rethinking sustainability communication in Tourism

When it comes to promoting sustainable travel, good intentions alone don’t lead to real change. Although 84% of global travelers say sustainability matters to them, this doesn’t always reflect in their booking decisions. That’s where nudging comes in – a behavioral science-based approach now gaining ground in tourism marketing. 

new practical guide, developed by Futouris in collaboration with Visit Finland and Tourism Ireland, reveals how to communicate sustainability more effectively – not with guilt, but with gentle, intuitive pushes that steer travelers toward better choices.

What is nudging and why does it work?

Nudges are subtle cues that influence decision-making without limiting options. Think of a hotel making the eco-friendly choice the default option during booking, or a newsletter highlighting that “90% of guests explore the area by bike.”

The guide outlines a variety of nudging techniques that help travelers act more sustainably without requiring major effort or sacrifice. From emotional storytelling and personal benefits to social norms and gamified challenges, these small adjustments can lead to big behavioral shifts.

Key nudging techniques at a glance

• Social norms & role models: People tend to follow the crowd. Messages like “Most visitors use the shuttle bus” can make responsible choices feel like the norm.
• Gamification: Travelers love a good challenge. For example, digital stamp cards for completed hiking trails encourage exploration in a fun, interactive way.
• Personal benefits: Focus on what’s in it for the traveler: better health, cost savings, or meaningful experiences – instead of abstract environmental terms.
• Facts & curiosity: Well-placed facts (e.g. carbon footprint comparisons) can motivate action – especially when paired with emotion or storytelling.
• Smart defaults: Set the sustainable option as the pre-selected choice. Most people stick with what’s presented as the standard.
• Clear, emotional framing: Avoid jargon. Use simple, emotional language that brings sustainable experiences to life.
• Rewards & incentives: Offer discounts or perks (e.g. free treats, donations to NGOs) to those who make eco-friendly choices.
• Transparency & disclosure: Share visitor data (like crowd levels at popular sites) to help guests make better-informed decisions.

© Antonio Gutierrez / Unsplash

Real-world applications: Finland and Ireland

The guide draws from two pilot projects:

In Finland (Ruka-Kuusamo): Visit Finland tested nudges like social proof and storytelling to encourage the use of sustainable transport options like shuttle buses. They also explored gamification to promote national park etiquette.

In Ireland: Tourism Ireland tested small changes to their newsletters, shifting from generic “tips” to personal insights from local staff. Result: higher click-through rates. They also reframed messages to focus on personal gains rather than environmental obligations.

© Ali Kazal / Unsplash

Tips for tourism professionals

• Be transparent and ethical: Nudges must be easy to opt out of and never misleading.
• Know your audience: Tailor the nudge to your guests’ mindset and motivation.
• Start small: Test nudges on a smaller scale and monitor their effectiveness.
• Speak their language: Use clear, benefit-oriented communication instead of technical terms like “sustainability.”
• Be consistent: Align visuals and messages, and emphasize how sustainability improves the overall experience.

Sustainability without the finger-wagging

Nudging shows that sustainable tourism doesn’t need to feel like a lecture. With the right approach, it becomes a natural, even joyful part of the travel experience. As Nadine Lehmann from Tourism Ireland puts it: "Nudging helps travelers do the right thing – without pressure or preaching." And as Jyrki Oksanen from Visit Finland adds: "Sometimes, small shifts lead to meaningful change."

Download the guide in English