Solimar helps destinations and tourism businesses turn sustainability into a clear market position by assessing current practices against the Global Sustainable Tourism Criteria (GSTC), documenting what’s already in place, and building a practical action plan to close gaps. We then translate that work into targeted marketing and communications that resonate with value-driven travelers.
The Challenge
Today’s travelers are actively seeking destinations and businesses that take sustainability seriously. They want their trips to support the places they visit—not strain them—and they represent a high-value segment, often staying longer, spending more intentionally, and rewarding trusted brands with repeat visits and referrals. Weary of greenwashing, they want clear evidence of how you minimize negative impacts and maximize benefits for communities, culture, and the environment.
In a crowded market, generic marketing won’t stand out. Solimar helps you build a credible sustainability position grounded in GSTC-aligned practices and translate it into clear, differentiated messaging that resonates with travelers who share your values.
Our Solution
GSTC Baseline Assessment
We assess your destination or business against the GSTC, providing a clear baseline across management, community, culture, and environment.
Sustainability Action Plan
We build a practical plan to meet GSTC-aligned expectations including detailed action steps, how-to guides, and responsibilities.
Sustainability Brand Strategy
We define your brand positioning and what you want to be known for. We integrate sustainability into your brand DNA so it shows up in your promise, your messaging, and your market differentiation.
Sustainability Commitments
We help you articulate clear sustainability commitments in visitor-facing language that feels authentic, specific, and grounded—demonstrating what you stand for while setting expectations for how guests can support your efforts.
Visitor and Guest Experience Touchpoints
We translate sustainability into tangible traveler experiences, ensuring your values are reinforced across pre-trip, on-site, and post-trip touchpoints.
Content and Storytelling System
We develop cohesive narratives, content themes, and a strategic publishing plan that highlight the people, places, and outcomes at the heart of your sustainability efforts.
Influencer and Creator Activation
We design creator briefs and content goals, forming partnerships that reinforce credibility and drive reach with the right audiences.
Sales Partner Development
We package your sustainability story for tour operators, agents, and group buyers to improve partner confidence and sales alignment.
Measurement and Reporting
We set simple KPIs for progress and communications performance.
How Our Solutions Works
Success Story:
Tabard Inn, Washington DC
Tabard Inn is the oldest inn and restaurant in Washington, DC and one of the only employee-owned hospitality businesses in the city. Its mission is twofold. Deliver outstanding hospitality for guests and create quality, well-paying jobs for more than 75 team members who have the opportunity to become owners of the business they help build. To help Tabard strengthen and communicate its sustainability story, Solimar is working with the team to assess current operations against the Global Sustainable Tourism Criteria and Destination DC’s Sustainability District recognition program. This work is creating a clear baseline, identifying practical improvements, and shaping sustainability messaging that fits the Tabard voice. In parallel, we are refining Tabard’s brand strategy with sustainability as a point of differentiation, so guests understand what Tabard stands for and why it matters.
Ready to Take the
Next Step?
We are here to help you unlock the full potential of your destination. Whether you’re looking to develop a strategic tourism plan, foster sustainable growth, or engage local stakeholders, our team brings the expertise and dedication to guide you every step of the way. Contact us today to learn how our customized services can support your destination’s goals and create lasting positive impact. Let’s work together to build a thriving, sustainable future for your community.
Call Us Today
+1 – 202-518-6192
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