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Travel’s relationship with the environment is complicated. It’s no secret that tourism contributes to global carbon emissions and environmental degradation, yet people are driven by an innate desire to explore the world. At the same time, the travel sector supports 348 million jobs globally, according to the latest report from the World Travel and Tourism Council (WTTC), and serves as a vital source of income for many countries. This paradox was the starting point for a breakfast discussion organized by Explore Worldwide, where industry leaders and journalists came together to tackle a growing challenge: how to write about sustainability in a way that informs, inspires, and entertains without alienating readers.
One of the morning’s most striking takeaways? Audiences are increasingly turning off sustainability messaging. Headlines featuring the word “sustainability” are seeing a noticeable drop in clicks, prompting editors and marketers to rethink how the topic is framed. As Greg Dickinson from The Telegraph explained, “Readers see the word and feel fatigued or judged—it doesn’t encourage them to engage.” This phenomenon, dubbed “sustainability fatigue,” underscores the need for a rebrand and a new approach to storytelling.
Throughout the discussion, solutions emerged that went beyond just avoiding the word “sustainability.” The group explored how immersive storytelling, human connections, and practical advice can help reframe sustainable travel as an enriching and rewarding experience, rather than a burdensome responsibility. Here’s how the conversation unfolded:
How to Make Travel Writing Ethical
Ash Bhardwaj, journalist and author, framed the conversation around four key pillars of ethical travel:
Carbon Emissions: Reducing the environmental footprint of travel.
Habitats: Protecting and regenerating natural spaces.
Economics: Ensuring tourism can bring tangible benefits to local economies.
Social Impact: Balancing overtourism while uplifting stories about local communities.
“Sustainable travel is inherently more fulfilling,” Bhardwaj said. “It’s about more than how you travel—it’s about what you eat, where you stay, and how you engage with the people and places around you.”
Sustainability Fatigue: A Click Problem
One of the clearest challenges facing travel journalism is how audiences respond to sustainability-focused content. Pru Stone, director of sustainability for HotelPlan UK emphasized the need to find ways to engage customers and readers without overwhelming them. Condé Nast Traveller sustainability editor Juliet Kinsman noted, “Readers connect with human stories; abstract concepts like carbon footprints rarely resonate,” Instead, audiences are drawn to narratives that inspire curiosity and empathy, creating a natural connection to sustainable practices.
Journalism’s Role: Inform, Inspire, and Entertain
The group agreed that for sustainable travel stories to resonate, they must inform, inspire, and entertain. Author and broadcaster Sarah Tucker, stressed the idea that travel media has shifted to “shorter formats–listicles and best ofs–which lose impact. The power of storytelling lies in its ability to connect with readers emotionally, highlighting human experiences rather than what’s hot right now.” She emphasized a need for the industry to shift to more creative, “lateral thinking” and for editors to prioritize storytelling that subtly incorporates sustainability into immersive and entertaining narratives. This shift is less about preaching and more about meeting readers where they are.
Travelers Want Connection, Not Guilt
While price, dates, and destinations remain top priorities for travelers, there’s growing interest in experiences that foster connection and empathy, noted Hannah Methven, Sustainability Specialist for Explore! Worldwide. Slow travel, meaningful interactions with locals, and serendipitous moments are gaining traction among travelers—and providing fertile ground for storytelling. “Sustainability doesn’t have to mean less,” Ash Bhardwaj observed. “It can mean more fulfilling, rewarding travel experiences that connect people to the world and each other.”
Challenges in Sustainable Travel
Despite progress, the industry faces significant challenges:
Environmental Impact: Tourism accounts for approximately 8% of global carbon emissions (source: World Economic Forum), driven largely by transportation.
Overtourism: we’ve all read the headlines, popular destinations suffer from environmental strain, threatening their long-term viability.
Accessibility: Sustainable options like train travel are not always practical or available.
Collaboration is key to addressing these issues. Companies like Explore Worldwide are integrating sustainable practices, such as linking bookings to charitable donations, while emphasizing people and nature in their operations.
The Future of Travel Journalism
As the breakfast discussion made clear, the task ahead is not just to reframe sustainability but to reshape how it’s communicated. Subtlety, creativity, and a focus on human stories can make sustainability accessible and engaging without alienating readers. Perhaps sustainability does need a rebrand, but it doesn’t need to disappear. The future of travel journalism lies in making sustainable practices an integral, rewarding part of the narrative—one that inspires travelers to see the world differently.