Marketing More Sustainably in the Visitor Economy

Author: Jacqui Vear, Operations Director, Systematic – Print Partner for the awards

In today’s competitive marketplace, standing out is essential - congratulations if you’re working toward recognition in industry awards like the Tourism Excellence Awards! This is a fantastic way to showcase your commitment to excellence.

When it comes to sharing achievements or pitching your offer more broadly in your marketing communications, it's important to keep sustainability in mind. You’re operating in a conscientious marketplace where consumers prioritise brands that demonstrate a genuine commitment to sustainability.

Here are some actionable ideas for your marketing campaigns, courtesy of Systematic, one of our sponsors for the 2025 Awards.

In print

Printed marketing resources retain an enduring charm - they’re tangible, shareable, and, when done right, sustainable. Paper is a natural and renewable material, as well as one of the most recycled materials in the world. Did you know that European forests are growing at a rate equivalent to 1,500 football pitches every day? (Two Sides Trend Tracker Report 2023).

Blend your use of digital and print channels to give your audience a choice in how they receive and retain information. To ensure your printed materials have a lower environmental impact:

  • Use FSC®-certified paper from sustainable sources.
  • Optimise the size, quantity, and design of your materials to minimise waste.
  • Avoid finishes that make recycling difficult, such as laminates or metallic foils.
  • Include an environmental message in your designs to demonstrate your commitment to sustainability and reassure your audience about the care you’ve taken in material selection.

On display

Exhibition banners are staples of the tourism industry, yet their sustainability depends on their longevity. Modular systems can adapt to different contexts, and fabric displays allow hardware to be repurposed for updated messages. Even with the ever-popular roller banners, there is now a system where graphics are interchangeable.

Strategies to reduce waste but also make your marketing resources more adaptable and cost-effective include:

  • Keep artwork simple and timeless to extend usability.
  • Use QR codes or web links for detailed, dynamic information that can be updated digitally.

A stall for Systematic in an exhibition hall

Gift, not gimmick

Branded promotional products provide a valuable touchpoint for your business, whether you’re rewarding loyal customers, starting conversations with new contacts, or boosting team morale, everyone benefits from investments in practical, high-quality items that help your audience live more sustainably.

  • Prioritise practicality - select items your audience will use and appreciate.
  • Choose materials carefully to reduce the environmental impact of the product.
  • Ensure your branding is subtle yet memorable, highlighting key contact details.

Authenticity builds trust

Sustainability is a commitment. Avoid greenwashing, which can harm your reputation. Instead, focus on genuine, measurable efforts to reduce your environmental impact.

Your purchasing decisions matter. Partner with suppliers who share your values and can support your sustainability goals.

These sustainable marketing practices align with the ethos of Systematic, a Lincolnshire-based business dedicated to helping UK organisations achieve their goals responsibly. Systematic’s design, print, mailing, and marketing services focus on efficiency, sustainability, and impact. Their creative design agency, oodle, brings "creativity with oomph" to power your graphic and digital projects. Together, these teams are committed to enhancing the success of businesses in the visitor economy and beyond.

For more inspiration and support, visit www.systematic.uk