Can Fiji do better to both bring back tourists and build national pride and a sustainable future? Destination campaigns are usually based on the motivations of potential travellers, attempting to tap into those travel desires and turn them into bookings and arrivals. But unless we change the way people and places are conceived and presented, we will perpetuate well-worn clichés and stereotypes.
Great storytelling always wins, in that it reminds us what travel should be about — the place and its host communities. It's a skill that more tourism campaign creators need to harness as part of "building back better."
Alina Peter is on the frontlines fighting the rise of poaching in Africa. Here, she shares how she works, the situation on the ground, and why it's important to weave science, indigenous knowledge, and technical expertise to derail the growing commercialization of illicit poaching, all of which has deep implications for tourism.
The COP26 climate change conference may have finally been the wake-up call that the planet needs.
After decades of warnings and the continued release of...
What happens when an all-white leadership team — tourism board, ad agency, production company and actress — comes together to design the tourism marketing...
