Last week I had the privilege of attending a workshop hosted by TiCSA (Tourism Industry Council South Australia) and delivered by the humble yet incredibly knowledgeable team from The Tourism Collective. The session was all about learning how to better tell our “for good” stories. These are the stories that reflect the positive impact we make through sustainability, community, and culture.
It struck me how many tourism businesses are quietly doing incredible things for the environment and their communities — yet not sharing those stories. Many are practising sustainability, reducing waste, supporting local and respecting culture, but too often we “green-hush.” Out of fear of seeming like we’re bragging or not doing enough, we stay silent instead of giving ourselves permission to proudly tell these stories.
What really moved me was the data shared: 71% of travellers want to leave their holiday destination better than they found it. That statistic gave me so much hope for humanity. It signals a real shift in how people choose to travel and connect with the world. Visitors are actively seeking businesses that care about their footprint and their legacy. Are we, as a collective, finally waking up?
Throughout the workshop, we explored:
- Why sharing “for good” stories matters (for trust, brand-building, and inspiring others).
- What those stories can look like – from tackling waste to supporting biodiversity, to mentoring youth.
- How to tell them in a way that is authentic, transparent, and relatable.
- Where to embed them across the visitor journey – from websites and booking confirmations to staff interactions and social media.
We even rolled up our sleeves with worksheets and group discussions, sharing ideas with passionate representatives from across the Riverland: local council, tourism bodies, and small businesses. The energy in the room was inspiring – a community wanting to do better, together.
As a Marketing Assistant for the Riverland, I left the workshop genuinely excited. It made me realise how much opportunity there is to weave these “for good” stories into my clients’ messaging. Sometimes businesses need that little nudge to see that the sustainable choices they’re making — big or small — are worth sharing. The world wants to hear them. Visitors are waiting for these stories, and telling them can spark real connection and pride.
The big takeaway?
Our “for good” stories are not just nice extras. They’re essential. They connect us with visitors on a deeper level, differentiate our region, and ultimately, help leave our people, places and planet better off.
Now comes the next step: actually telling these stories, proudly and consistently. Because the more we share them, the more we invite travellers to be part of the positive impact too. Need help sharing your stories? Let’s chat, I’d love to help you communicate to your audiences the great work you are doing.
“Sustainability takes forever; and that is the point.” – William McDonough
