Can You Say That? The New Rules of Sustainability Marketing

Intended workshop audience: Suitable for tourism operators, accommodation and hospitality providers, destination marketing professionals, communications and marketing teams, and visitor economy businesses promoting, or looking to promote, sustainability initiatives and experiences.

Workshop Description: Sustainability is no longer a “nice to have” - it’s expected, and getting it wrong can damage trust, attract scrutiny, and undermine your brand.

This practical workshop will help you confidently navigate the new reality of sustainability marketing - what you can say, what you can’t, and how to turn your efforts into a genuine competitive advantage.

Led by Lauren Cameron (TICT) and Joan-Maree Hargreaves (Senior Content Manager, Tourism Tasmania), this session blends real-world regulatory insight with destination-level storytelling expertise to give you tools you can apply immediately.

Why you shouldn’t miss this session:

• Get clear on new rules and expectations - and what they mean for your business today
• Avoid greenwashing pitfalls and communicate with confidence
• Learn how to turn sustainability into a compelling visitor story
• See what “good” looks like through practical, local examples
• Walk away with clear, simple actions to strengthen your marketing

If you’re already doing the work on sustainability, this session will help you tell that story better - and get credit for it.

About Lauren - Carbon and Sustainability Advisor at TICT

Lauren Cameron is a sustainability and policy leader working at the forefront of tourism’s transition to a low-carbon future. As Carbon and Sustainability Advisor at the Tourism Industry Council Tasmania, she leads efforts to support industry decarbonisation, influence policy settings, and drive system-wide change across the state’s tourism sector.

Over the past four years, Lauren has worked closely with industry and government to navigate an increasingly complex sustainability landscape - translating emerging regulation, market expectations and global frameworks into practical action for operators. She is also the founder and convenor of the Australian TIC Sustainable Tourism Working Group, bringing together industry leaders nationally to collaborate on shared challenges and accelerate progress.

Lauren’s background spans the United Nations and environmental organisations across Asia, including work with the UN Economic and Social Commission for Asia and the Pacific (UN-ESCAP), where she focused on urban sustainability challenges such as waste, marine pollution and climate change in regional ocean cities.

About Joan-Maree - Senior Content Manager at Tourism Tasmania

Joan-Maree Hargreaves thinks a lot about what makes people pay attention.

She leads the Content Studio at Tourism Tasmania, where her job is to make sure Tasmania's stories reach the right people in the right way, across campaigns, channels, platforms, and the occasional awkward stakeholder meeting. She has been part of the team behind some of Tourism Tasmania's most talked-about campaigns, among them Odd Jobs and Winternships. She has written for The Sydney Morning Herald, The Age, and The Sun-Herald, helped launch youth magazines in Germany and the UK, edited design and arts publications, curated exhibitions including work on typography, and co-authored Tasmania Living (Thames & Hudson) with Marita Bullock. She has also written two children's books, which require a surprisingly different skill set.

She thinks a lot about how operators can turn what they already do well into sustainability stories worth telling. She approaches all of it with a lot of curiosity, a little humour, and genuine care for the people behind the story.