We organize a responsible marketing workshop to avoid greenwashing

The Tech Tourism Cluster held today the Responsible Marketing Workshop, a practical and training-oriented session focused on honest and rigorous communication of sustainability within the tourism sector. The workshop was led by Mayte Redondo, founder of Travel 2 Care People and Planet®, and took place at the inspiring offices of AMBIT, the cluster and innovation hub for home and contract equipment, whom we sincerely thank for hosting the event.

The session addressed one of the major current challenges in the sector: communicating sustainability without falling into greenwashing. Through real-life examples and practical tools, participants were able to identify common messages, clichés and approaches that, while they may seem harmless, can distort reality or create a misleading perception of companies’ real impact.

One of the key highlights of the workshop was the analysis of the European regulatory context, which is moving towards stricter regulation to prevent ambiguous or misleading sustainability-related communications. In this regard, the importance of anticipating legislative changes and adopting clear, verifiable and consistent criteria in corporate communication was strongly emphasized.

Furthermore, the workshop created a highly enriching space for discussion on how to communicate actions effectively, giving visibility to genuine sustainability initiatives without exaggeration or empty promises. Best practices and recommendations were shared to enhance corporate visibility, strengthen brand credibility and build trust-based relationships with clients, partners and society.

At the Tech Tourism Cluster, we believe that sessions like this are essential to move towards a more responsible tourism model, where sustainability is not just a narrative, but a real practice supported by transparent communication. 🌱