The Impact of Social Media on Sustainable Travel - 6 Ways to Leverage Platforms for Positive Change

Social media has all but taken over the place of human communication and it is essential we pay attention to it, whether we like its format or not. Sustainable travel is all over the internet these days. I have discussed here and here the basics and importance of sustainable travel. To put it briefly, if we want to enjoy our beautiful earth for generations to come, we need to pay attention to the trace we leave wherever we go and be mindful of how we interact with local flora, fauna, and communities.

Social media is a great tool if you know how to use it and if you can resist being sucked into its more productivity-killing aspects. It has never been easier to reach people all over the world, and I for one have met some amazing people and great friends through some of these platforms. It is also an amazing tool of inspiration.

*Image credit:* *Andrea Zanenga* *via Unsplash*

I believe that there are some great aspects of social media that we get to experience and utilize if we can move beyond its more counterproductive tendencies. And one of these aspects is raising awareness. Due to the effects of influencer activity and social media marketing, it has become a powerful tool for shaping consumer behavior and travel trends. So, let’s look at some of the ways you can use social media to raise awareness and gain more customers for your sustainable travel brand.

1. Inspiration and Education

By rallying the right people around you on social media, you can use it as a platform to educate and inform your followers about sustainable practices during traveling. Using eye-catching visuals to stop them from scrolling, you can share valuable information and inspire them to make more conscious choices during their next trip. By writing engaging stories and sharing personal experiences, you create a connection that goes beyond the screen, creating a community of travelers dedicated to responsible and mindful exploration. These platforms provide an opportunity not just to showcase stunning landscapes but to tell the stories of the local communities and ecosystems, truly driving the message of sustainability home.

2. Community building

*Photo credit: Tegan Mierle via Unsplash*

Social media is a great tool to build a global community of eco-conscious travelers. By involving everyone in the discussion, your social media channels can become a platform for sharing tips, recommendations, and personal stories related to sustainable travel. It can be as simple as asking a question at the end of your post to let people know that this is a safe space for sharing tips and experiences. And it’s amazing to learn various points of view from people all over the world.

3. Influencer impact

*Photo credit:* *Steve Gale* *via Unsplash*

Influencer culture has gained quite a bit of notoriety, due to portraying a false sense of perfection and causing an epidemic of envy and dissatisfaction with one’s own life. However, when used right, the aspect of influencing through social media can have hugely positive impacts on the world as well. Many influencers, such as Misty Foster at @greensuitcasetravel and Bret and Mary at @green_global_travel have used their outreach to inspire travelers to make more conscious choices and visit places where they could get involved in local conservation initiatives. So there is definitely an upside to the influencer trend.

4. User-Generated Content

*Photo credit:* *Szabo Viktor* *via Unsplash*

It’s not just up to the brands and influencers to raise awareness of sustainable practices, but also travelers and everyday social media users who share their experiences through these platforms. Some of this content can even come across as more genuine and attainable, inspiring other travelers to follow suit. Even if you are a business, you can incorporate user-generated content into your social media posting plan so that you can build community and enhance communication with your followers.

5. Support for Sustainable Initiatives

*Photo credit:* *Gemma Evans* *via Unsplash*

Social media is not only about promoting goods or services, but it can be a powerful tool for rallying people around sustainable initiatives. We have seen many successful campaigns that were aimed at supporting conservation projects or community efforts. Given the large number of people present and active on social media, it is a powerful tool to reach many people when it comes to raising awareness.

6. Responsible social media use

It is important to consider your social media practices and how they influence people’s decision-making. Do your research before you go to a location about respectful and responsible photography practices as well as tagging practices. You don’t want hordes of tourists flocking to a specific location for a once-in-a-lifetime photo-op if this will lead to damage to the local flora and fauna.

Challenges and Pitfalls

*Photo credit:* *Nick Randle* *via Unsplash*

There is a downside to using social media to motivate sustainable tourism. We have seen countless examples of over-tourism driven by viral travel trends spreading like wildfire. There is a huge responsibility on each and every one of us to do our own research and decide for ourselves whether our presence in a certain location would be for the benefit of it or on the contrary, it would stifle the local ecosystems and culture.

It is one thing to opt for certain travel opportunities because we feel we can make a positive change. It is an entirely different thing to visit locations being driven by the fear of missing out. There are still countless places on Earth where we can go to see amazing sights and spend our money to benefit the locals. But if we just go blindly following trends, we are going to cause more harm than good in the long run.

Conclusion

Using social media to promote sustainable travel practices is a great way to reach as many people as we can all over the world. Various social media channels can serve as sources of inspiration and can educate travelers on how to approach certain destinations. It is also an excellent tool to build community and bring people together for the worthy cause of protecting our planet and respecting all the places we visit. By leveraging their influencer status, both people and brands can help raise awareness of sensitive issues and educate people about sustainable practices. By being mindful of the advice we are given and doing our own due diligence in researching destinations and posting about them, we can use social media as a positive driver for change.

In what ways have you experienced the positive impacts of social media in your life and travels? Let me know in the comments!