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Design & Decide: Inclusive Tourism Communication Challenge

LAB IT - Fondazione Comunitaria Agrigent

Created on April 9, 2026

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GREEN2GROW

Design & Decide

Inclusive Tourism Communication Challenge

Let's start!

Inclusive Communication Challenge

Design and evaluate a tourism communication campaign
You are about to take the role of a Destination Communication Manager. Your task: design and evaluate an inclusive tourism campaign.

Inclusive Communication Challenge

Start the challange

Your Role

You are responsible for communication in a rural inland tourism destination. Context

  • Rich cultural heritage but low visibility
  • Aging population and risk of depopulation
  • Local communities skeptical about tourism
  • Limited infrastructure but strong authenticity
  • Goal: attract responsible and respectful visitors
Goal Design a campaign that is: ✔ Attractive ✔ Inclusive ✔ Sustainable

Continue

Your Mission

Create a mini communication campaign that:

  • Attracts the right visitors
  • Respects local identity
  • Engages local communities
  • Promotes responsible tourism
⚠️ Your choices will influence the outcome.

Start phase 1

Step 1 — Identify the Key Challenge

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A — Low awareness

Good starting point! Visibility matters, but how you attract visitors is crucial.

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Continue

B — Community resistance

Very important! Without community support, tourism cannot be sustainable.

Continue

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C — Risk of mass tourism

Critical issue. Communication must guide the type of visitors.

Continue

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D — Lack of identity

Strategic insight! A clear narrative is essential.

Continue

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Step 2 — Define Your Target Audience

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🟢 OPTION A — Responsible Slow Tourists

This is a highly aligned choice with the context of the destination. Responsible slow tourists are typically interested in authentic experiences, local culture, and sustainability. They tend to stay longer, spend more locally, and have a lower environmental impact. This audience is also more receptive to inclusive communication, especially when it highlights community involvement and local identity. However, this segment is usually smaller and less driven by mass visibility, which means your campaign may require more targeted and storytelling-based communication. 👉 Strategic implication: Focus on depth over volume, emphasizing authenticity, local engagement, and responsible travel values.

Continue

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🟡 OPTION B — Young Digital Travelers

This audience offers strong potential in terms of visibility and reach, especially through social media and digital platforms. They are often attracted by unique, visually appealing, and shareable experiences, which can help increase destination awareness quickly. However, this segment can also present risks. Without careful communication, it may lead to short stays, high concentration in popular spots, and superficial engagement with the destination. Inclusiveness must be actively integrated, for example by promoting responsible behavior, alternative routes, and meaningful experiences. 👉Strategic implication: Use digital channels effectively, but ensure your message guides behavior, not just attracts attention.

Continue

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🟢 OPTION C — Cultural Heritage Tourists

Cultural tourists are generally motivated by learning, authenticity, and meaningful experiences. They are more likely to appreciate local traditions, heritage, and community narratives. They also tend to have a higher level of respect for local contexts, making them a good match for inclusive communication strategies. However, this segment may require more structured interpretation and storytelling, such as guided experiences, narratives, or curated content. 👉 Strategic implication: Focus on heritage storytelling, local knowledge, and immersive experiences, ensuring that communication reflects authenticity and depth.

Continue

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🟡 OPTION D — Local/National Visitors

Targeting local or national visitors can be a strategically resilient choice, especially for destinations with low international visibility. This audience is often more familiar with the cultural context and may contribute to more stable and year-round demand, helping reduce seasonality. They are also more likely to engage with community-based and everyday experiences, which supports inclusiveness. However, economic impact per visitor may be lower, and communication strategies may need to be less focused on “exotic appeal” and more on accessibility and rediscovery. 👉 Strategic implication: Position the destination as a meaningful and accessible experience, emphasizing proximity, identity, and local pride.

Continue

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Step 3 — Define Your Core Message

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🟢 Message: Hidden Authenticity

✔ Strengths

  • Strong emotional appeal and curiosity
  • Highlights uniqueness of the destination
  • Effective for storytelling and differentiation
  • Attracts visitors seeking non-mainstream experiences
⚠ Risks
  • Risk of becoming vague or overused
  • May attract visitors without clear expectations of responsible behavior
  • Can unintentionally create new “hotspots”
👉 Strategic implication Combine this message with clear guidance on responsible behavior and local respect, ensuring authenticity is not turned into mass attraction.

Continue

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🟢 Message: Responsible Travel

✔ Strengths

  • Strong alignment with sustainability principles
  • Clearly communicates expected visitor behavior
  • Reduces risk of negative impacts
  • Builds a responsible destination image
⚠ Risks
  • May feel moralizing or restrictive if not well framed
  • Less emotionally engaging if used alone
  • Might reduce attractiveness for broader audiences
👉 Strategic implication Balance responsibility with inspiration and storytelling. Make responsible travel feel like a value-added experience, not a limitation

Continue

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🟢 Message: Local Experience

✔ Strengths

  • Strong alignment with inclusive and community-based tourism
  • Promotes authentic, immersive experiences
  • Encourages deeper visitor engagement
  • Supports local identity and culture
⚠ Risks
  • Risk of commodifying local life if not carefully managed
  • May create unrealistic expectations
  • Requires real community involvement to be credible
👉 Strategic implication Ensure that this message is supported by real co-creation with communities, not just marketing narratives.

Continue

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🟢 Message: Community Support

✔ Strengths

  • Strong ethical positioning
  • Highlights social impact of tourism
  • Appeals to conscious and responsible travelers
  • Reinforces inclusive communication
⚠ Risks
  • May feel abstract or too generic
  • Needs concrete examples to be credible
  • Less attractive if not linked to experience quality
👉 Strategic implication Translate this message into tangible actions and experiences, showing how visitors can actively contribute.

Continue

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Continue

Step 5 — Ensure Inclusiveness

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Inclusiveness: Co-Creation

✔ Strengths

  • Highest level of inclusiveness
  • Builds trust and legitimacy
  • Ensures communication reflects local identity
  • Strengthens community ownership
⚠ Risks
  • Requires time, coordination, and facilitation
  • Potential conflicts between stakeholders
  • Needs structured processes to be effective
👉 Strategic implication This is the most powerful strategy, but it must be well-managed and genuinely participatory, not symbolic.

Continue

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Inclusiveness: Accessibility

✔ Strengths

  • Improves accessibility for diverse audiences
  • Enhances visitor experience
  • Supports international reach
  • Reduces barriers to information
⚠ Risks
  • Focuses mainly on access, not participation
  • May overlook deeper inclusiveness aspects
  • Requires continuous updating
👉 Strategic implication Essential baseline strategy, but should be combined with deeper forms of inclusiveness, such as representation and engagement.

Continue

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Inclusiveness: Representation

✔ Strengths

  • Reflects diversity of the destination
  • Increases authenticity and credibility
  • Gives visibility to different groups
  • Strengthens inclusive narratives
⚠ Risks
  • Risk of tokenism if not authentic
  • Requires careful storytelling
  • Needs real involvement behind representation
👉 Strategic implication Ensure representation is genuine and meaningful, not just symbolic or aesthetic.

Continue

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Inclusiveness: Transparency

✔ Strengths

  • Builds trust with visitors and communities
  • Clarifies expectations and impacts
  • Supports responsible tourism behavior
  • Enhances credibility
⚠ Risks
  • May expose challenges or limitations
  • Requires consistent and honest communication
  • Less engaging if not combined with storytelling
👉 Strategic implication Use transparency to create trust and awareness, but combine it with positive narratives and experiences.

Continue

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Strategic check!

Before moving forward, reflect: ✔ Does your campaign respect the local community? ✔ Does it attract the right visitors? ✔ Does it promote responsible behavior? ✔ Does it avoid creating pressure or overtourism?

Continue

Your Campaign Concept

💬

🎯

Message

Target

You selected a specific audience segment.👉 Does your choice:

  • align with destination identity?
  • avoid mass tourism risks?

Your message defines how the destination is perceived.👉 Ask yourself:

  • Is it clear and authentic?
  • Does it guide behavior or just attract attention?

📡

Channels

🤝

Inclusion

Different stakeholders require different levels of engagement.

Your channels determine reach and impact.👉 Consider:

  • Are you balancing visibility and responsibility?
  • Are you guiding visitors or only promoting?

Inclusiveness defines credibility.👉 Reflect:

  • Are local voices included?
  • Is communication accessible and representative?

Continue

+ info

Strategic check!

Before moving forward, reflect: ✔ Does your campaign respect the local community? ✔ Does it attract the right visitors? ✔ Does it promote responsible behavior? ✔ Does it avoid creating pressure or overtourism?

Compare it with other campaigns

Compare the campaigns

A campaign focused on visual attractiveness and discovery appeal

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Next challange

Final Reflection

Ask yourself:

  • Does your strategy match the destination identity?
  • Did you include local communities?
  • Did you guide visitor behavior?
  • Did you avoid mass tourism risks?

Continue

Key Takeaways

From data to decisions: managing tourism as a dynamic system
Tourism management today is not about growth alone — it is about balance, control, and responsibility. Effective destinations: ✔ Measure impacts across environmental, social, and economic dimensions ✔ Monitor systems continuously through data and technology ✔ Manage flows and behaviors with adaptive and strategic tools 👉 The goal is not to attract more visitors, but to manage tourism as a complex, living system.

End simulation

If you have questions, please get in touch with us!

https://www.green2growproject.eu/

office@benevent.bg

+123-456-7890

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🟢 FEEDBACK

A - Hidden Paradise: ⚠️ Attractive but not inclusive → Risk of overtourism B - "Live Like a Local" ✅ Balanced and inclusive → Aligns with sustainability and community C - Easy Escape Destination ⚠️ Short-term success, long-term risks

🟢 FEEDBACK

A - Hidden Paradise: ⚠️ Attractive but not inclusive→ Risk of overtourism B - "Live Like a Local" ✅ Balanced and inclusive→ Aligns with sustainability and community C - Easy Escape Destination ⚠️ Short-term success, long-term risks