If your destination is committed to sustainability, and communicating it in the right way, then before you get started it is important to have the right systems in place in your region to deliver real outcomes.

To get you started, reflect on if you have in place, or if you need to develop:

• A sustainability policy or commitment – an outward-facing document that lets your stakeholders know that you are committed to sustainable action.
• An understanding of your carbon footprint – you can’t manage what you don’t measure. Calculating your footprint helps you to understand where your business impact is and what you can do to address it.
• A sustainability action plan – you know and understand what your impact is, so what are the actions you will take to enhance the positive and reduce the negative?
• Once these fundamentals are in place, you can add sustainability into your communications plan. That’s where this guide can help.
• We’ll walk you through how to communicate your ambitions and actions with different audiences to maximise your impact and competitive advantage. Sustainability is a journey, so talk about the path that you are taking and the reason why it’s important to your destination.
• Remember, it is important that you have the evidence in place to back up your claims so measurement becomes an integral part of your sustainability journey.

1. Audiences
2. Ambitions
3. Actions
4. Amplify