What are the biggest challenges currently facing the travel industry in terms of sustainability and overtourism?

One of the biggest challenges is that the industry remains deeply rooted in a volume-driven model—more visitors, more guests, more revenue. But overtourism is now impossible to ignore, as destinations, local communities, and ecosystems bear the brunt of unsustainable visitor numbers.

Economic leakage is another major issue. Many travellers assume their money directly benefits the destinations they visit, but in reality, much of it is siphoned off by international corporations. Luxury travel is a prime example: a five-star resort may employ local staff, but if ownership is offshore and most supplies are imported, very little of that wealth remains in the community.

There’s also the challenge of changing consumer behaviour. Many travellers want to make sustainable choices but don’t know how—or aren’t given the right options. This is where the travel industry has a responsibility to make sustainability effortless rather than an ‘alternative’ choice.

How can PR and storytelling play a role in promoting responsible travel?

Storytelling has the power to shift mindsets and behaviours. When sustainability is communicated in a way that resonates emotionally, it drives action.

PR plays a crucial role in moving beyond greenwashing. It’s not about superficial ‘eco-friendly’ messaging but about highlighting the real impact of sustainable tourism. For example, the best travel brands don’t just tell consumers to ‘travel responsibly’—they show them how their choices contribute to rewilding landscapes, restoring local economies, or reducing carbon footprints.

Transparency is also key. Consumers are more sceptical than ever, and rightly so. We advise our clients to be upfront about where they are on their sustainability journey—progress over perfection is far more credible than exaggerated claims.

How has Lemongrass evolved its approach to align with sustainability goals, and what impact has becoming a B Corp had on your agency’s work?

Sustainability has always been part of our DNA, but becoming a B Corp in 2023 cemented our commitment. It means every decision we make, from the clients we take on to the way we run our business, is held to the highest ethical and environmental standards.

Since certification, we’ve been even more selective about who we work with. We won’t take on brands that pay lip service to sustainability. We also challenge our clients to do better—whether that’s in their supply chains, their storytelling, or their marketing strategies.

Internally, we’ve embedded sustainability into our own operations. We’ve moved to a four-day workweek to improve work-life balance and reduce emissions, we’ve set ourselves carbon reduction and biodiversity targets. Bonuses are not paid for purely financial targets, but for nature and people wellbeing as well as client satisfaction targets.

What are some standout examples of brands or initiatives using travel as a force for good?

There are some truly inspiring brands and destinations leading the way:

• Regenerative hotels: Caiman in the Pantanal, Brazil, is a standout example of a hotel that goes beyond sustainability to actively restore ecosystems. Through its conservation initiatives, including the Onçafari project, it has helped rewild jaguars and protect endangered species while supporting local communities. Another great example is Fogo Island Inn in Canada, which reinvests 100% of its profits back into the community, creating jobs and preserving local culture.
• Destinations tackling overtourism: Amsterdam has been proactive in managing visitor numbers, limiting cruise arrivals, and shifting tourism marketing to attract fewer but higher-value travellers. Singapore is another good example—it’s actively decarbonising tourism, from green building mandates to incentivising sustainable experiences.
• Sustainability in experience design: Organisations like Travel by B Corp, The Long Run, and many members of The Conscious Travel Foundation are embedding sustainability into travel experiences, making it an integral part of how people explore the world.

What trends or innovations do you see shaping the future of sustainable travel?

• Regenerative tourism – This is the next evolution of sustainable travel: moving beyond ‘doing less harm’ to actively improving destinations. Projects like Rewilding Argentina and Rewilding Chile are restoring ecosystems and proving that tourism can be a driver of environmental and economic regeneration.
• The rise of train travel – There’s growing momentum behind rail, thanks to brands like Byway, which makes flight-free holidays easy and appealing. And let’s not forget the work of The Man in Seat 61, which has done more than most governments to get travellers back onto trains. However, air travel remains heavily subsidised, making flights artificially cheap. Until governments shift policies to level the playing field, train travel will struggle to compete on price.
• Rethinking aviation’s impact – Air travel is CO₂-intensive, and while new aircraft technology and sustainable aviation fuels are improving efficiency, they’re not enough. We also need to address contrails, which contribute significantly to climate change—something highlighted in the Whittle Report. Governments must send clearer signals, whether through a frequent flyer tax or by heavily taxing private jet use.

What advice would you give to travel brands looking to integrate sustainability into their communications strategies?

• Be transparent – Consumers are savvy. They don’t expect perfection, but they do expect honesty. Share real data, challenges, and progress.
• Make sustainability the default – Don’t present it as an ‘optional extra’—bake it into your business model.
• Move beyond ‘less harm’ – Start thinking about how your business can actively restore and regenerate, not just reduce its impact.
• Collaborate – Work with local suppliers, sustainability experts, and even competitors to drive meaningful change.

At Lemongrass, we believe that travel should be a force for good. The brands that embed sustainability into their DNA—not as an afterthought, but as a guiding principle—will be the ones that succeed in the long run.