A Sustainability Framework for National Marketing in Thailand and Jordan

1st January 2025

Empowering National Tourism Boards to drive sustainable practices across their tourism industry has been the focus of the work our Director Alison Burgh’s has undertaken during 2024.

In Thailand, Alison worked with the Tourism Authority of Thailand, DASTA - the Designated Areas for Sustainable Tourism Administration, together with hotel managers and local influencers. The in-person and virtual trainings equipped these organisations with the knowledge and tools to collaborate with their stakeholders and effectively promote their sustainable practices, enhancing their appeal to environmentally conscious travellers. This knowledge-sharing emphasized the importance of authentic storytelling, responsible marketing strategies, and the integration of sustainability into brand identity. 

In Jordan, Alison supported the Jordan Touirsm Board and the Aqaba regional authority, ASEZA, to integrate sustainable processes into their marketing and communications strategies. For JTB, this involved extensive training across all departments and developing a framework to embed sustainability into its marketing and operations. For ASEZA, she initiated a training curriculum to align the “By Nature” brand with international standards, advancing the organization’s Green Destinations certification journey. This capacity building will continue during 2025.

A key highlight of 2024 was the facilitation of Jordan’s first Sustainable Tourism Forum, hosted by JTB. This event brought together 80 public and private sector stakeholders to address critical challenges, including biodiversity conservation, community engagement, and sustainable marketing. It marked a significant step in fostering collaboration and establishing a unified national vision for sustainable tourism.

Acorn Tourism’s expertise continues to empower national tourist boards to lead sustainable change. For more details see our blog or  contact us.