How tour operators can make their business more sustainable

As a tour operator, you’ve likely noticed the growing public focus on sustainability. Whether you run a canal tour in Amsterdam or a food tour in New York, customers want peace of mind that you are minimizing your carbon and environmental footprints as much as possible.

Eco-friendly operations are far from a passing trend. In 2025, 70% of travelers are seeking companies that offer sustainable options.  Today’s customers want to explore the world while feeling good — both physically and ethically — every step of the way. This shift presents a powerful opportunity to build brand loyalty and tap into a growing niche market. 

Why? Because sustainability matters.

Your business plays a vital role — not just in the experiences you offer, but in the impact you make. Enhancing eco-friendly practices supports your local community and strengthens how your brand is perceived. By integrating sustainability, you can help the planet, improve operational efficiency, and attract more like-minded customers.

Ways to grow your tours with sustainability in mind

1. Start with your carbon footprint

Your carbon footprint measures how much impact you have on the natural environment. It was initially meant for carbon dioxide, but it has become a general term for eco-friendly business operations.

In a nutshell, lower your carbon footprint by removing anything that uses fossil fuels. Reducing the transportation needs by emphasizing public buses and trains. This decreases how much gasoline you use and emissions from cars. 

2. Reduce, reuse, recycle

Tour companies have many paper products and single-use items that can be changed out. Instead of handing out one-time water containers, opt for reusable products. Why not throw a blue recycling bin next to any trash cans you have on your tour? Even better, keep a handy trash bag on your tour guides to collect trash so they don’t end up on the sidewalk.

One of the best ways to reduce your footprint is through recycled paper printouts. Hire local companies for your marketing or release forms so that when customers handle your paperwork, they feel the difference. 

Pro tip: When you print on recycled paper, point it out! Don’t be afraid to showcase how eco-friendly you are. Add sustainability efforts to your website, social media, and marketing materials so people know you care. This is a chance to elevate your tour company brand. 

3.Go digital

Carbon emissions are only one aspect of sustainability. There are practically endless ways to affect the environment, but an easy way to avoid harm is in the power of your pocket. Go digital! Embrace the online world as much as possible.

Want an example? Switch to digital waivers! Not only do they reduce your paper use, but they also offer convenience and save time for you and your customers. 

4. Support your local community

You may have heard the term “tourism leakage” before. It refers to the money generated by tourism that leaves the local economy — often ending up in the hands of large corporations rather than local businesses. That leakage can impact your tour company, too.

One of the best ways to combat this is by sourcing goods and services locally. Partner with nearby suppliers, highlight other small businesses in your area, and guide visitors to lesser-known spots in your town, region, or state. For example, imagine a historical tour that includes a stop at a locally owned organic coffee shop — this adds a memorable touch while keeping tourism dollars in the community.

5. Involve your customers

Helping feels good. Whether it’s holding the door for someone juggling groceries or picking up a piece of litter, small actions can create a sense of positive impact.

The same goes for sustainability. When you invite your tour guests to take part in your eco-friendly efforts, you’ll often find they’re eager to get involved. Use your tours as an opportunity to educate — share insights about local flora and fauna, and model respectful, sustainable interactions with wildlife. When your customers feel like they’re contributing, the experience becomes even more meaningful.

The more you can connect your sustainable practices to local culture and community, the more impact they’ll have. For example, if you run a jet ski tour company, consider adding a section to your website explaining how staying within designated areas or organizing post-tour beach cleanups helps protect local marine life—like the fish served in nearby restaurants. 

When you tie everything together in a clear, meaningful way, it resonates with your customers and shows that your business is part of something bigger.

6. Integrate social media

Want your customers to feel more connected to the natural world and your mission? Use social media to show them in action. Have your guides snap quick smartphone photos of guests following your sustainable practices — like a group proudly holding up trash bags after a hike as part of your “carry in, carry out” policy.

People love being recognized for doing good. Sharing these moments not only highlights your values but also builds customer engagement, encourages user-generated content (UGC), and boosts brand loyalty. It’s a simple but powerful way to celebrate your community while promoting responsible tourism.

7. Encourage off-season trips

Offering discounts for off-season tours isn’t just good marketing — it’s a smart way to ease the burden on your local community and environment. By spreading out tourism more evenly throughout the year, you help support steady employment, reduce overcrowding, and give travelers a chance to explore your area in a more relaxed, authentic way.

Get creative with your offerings: turn your warm-weather birdwatching tour into a cozy winter pub walk, or transform a historic building tour into a period-themed dinner event when temperatures drop. With a little imagination, you can make the most of your existing resources while minimizing your environmental footprint.

Time to seal the green deal

Every step you make toward a more sustainable future will ripple across your business, town, and region as customers go back home. Need a bit more help? Check out our sustainability checklist to boost your touring company!