VisualGPS Creative Trends Sustainability Visualising Sustainability in Travel

In today’s world, travellers are more conscious than ever about the impact of their journeys. They want to explore new places, but they also want to do so responsibly—supporting local communities, protecting natural environments and making a positive difference. However, there is a gap between intention and action, which is why today’s travellers look to travel brands to help guide them to better sustainable choices. ABTA Travel research shows that 42% would like to see more guidance from travel brands, rising to 63% for those aged 25‑40 years.¹ As a travel brand, your visuals can play a crucial role in communicating your commitment to sustainability—and more importantly, in building trust with your audience.

Sustainable travel is about more than just eco‑glamping or reusable cups in hotel rooms. People expect travel brands to demonstrate holistic, systemic improvement and a commitment to the local area. And how that is communicated is under consideration. The Content Marketing Association (CMA) and the Advertising Standards Authority (ASA) in the UK for example work together through the BCAP and CAP codes to prevent businesses from greenwashing.² In December 2025, the ASA used an AI monitoring tool to analyse 360,000 travel advertisements. Of these, 99% did not include sustainability credentials, while just over half of the remaining 1% that did were likely to be in breach, of the codes.³ 

Getty Images' VisualGPS recent research shows that 59% of travellers worldwide are willing to pay more for eco‑friendly travel options, and this number rises to 68% amongst younger travellers. But what they really want is honesty. They’re looking for brands that genuinely support local communities and demonstrate real impact, not just greenwashing or vague promises. When you show authentic visuals of your efforts—like supporting local artisans, conserving ecosystems or promoting responsible tourism—you help travellers see that your brand is truly committed and showing this consistently over time matters. And don’t forget that people are savvy—they can spot when visuals are superficial or overused. Instead of relying on clichés like green forests or aerial shots of nature, focus on telling real stories. Looking for inspiration—It’s a Journey podcast addresses the 'elephants in the room' when it comes to sustainable communication for the travel sector. 

Travellers want to see how their choices contribute to positive change. Show concrete initiatives—like supporting local businesses, participating in ecosystem restoration or promoting cultural preservation. For example, visuals of a community‑led beach clean‑up or a local craft workshop can illustrate your brand’s tangible impact. When your visuals depict real, local actions, travellers understand that their journey is contributing positively to the places they visit. In fact, 82% of global consumers say they like to have a positive impact on the communities they visit when they travel.  
 
Don’t forget that travellers are also focused on cultural exchange and understanding. Getty Images' VisualGPS research shows that 88% of global respondents agree. Too often, the travel sector has focused on 'hero'ing the traveller over real people at destinations who are driving the travel sector, often doing this in sustainable ways. Too often there are blind spots in visuals around sustainability which tend to skew young, white and female. However, opening the lens to focus on real change makers and stewards is key. Highlight how your brand enriches local culture and supports the economy. Visuals of local markets, traditional crafts or community events demonstrate your commitment to destination stewardship. These visuals create a sense of connection and trust because they reflect genuine actions, not just empty symbols. 

In summary:

• Be honest and transparent in your visuals; avoid clichés and superficial imagery. 
• Showcase real, tangible actions that support local communities and ecosystems. 
• Tell authentic stories that highlight the human side of sustainability around travel.  
• Focus on cultural enrichment and community benefits.

Ultimately, travellers want to feel good about their choices. Showing authentic, responsible actions helps alleviate travel guilt and fosters emotional loyalty. When your visuals consistently reflect honesty, care and a 360 integrated approach on sustainability, they resonate deeply and inspire travellers to choose your brand again and again. When travellers see your genuine commitment, they’re more likely to trust, connect with and choose your brand for their next adventure.

Sources
[1] ABTA
[2] GOV.UK
[3] ASA