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.
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.
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.
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."