[Webinar Recording] Beyond Greenwashing: How Verifiable Storytelling Drives Impactful, Responsible Tourism

How can travel and hospitality businesses move beyond vague claims and superficial eco-labels to tell stories that are authentic, impactful, and verifiable?

The webinar Beyond Greenwashing: Enabling Verifiable Storytelling in Sustainable Travel which AST co-hosted with Dimitri Syrris, Founder and CEO of Baotree wasn’t just another discussion about being “eco-friendly.”

We explored how storytelling, backed by data and human connection, can turn sustainability efforts into meaningful stories that build trust and inspire action.

This recap covers the key takeaways, including solutions to common sustainability communication challenges, frameworks for structuring stories, and tools to help your business craft narratives that matter.