This document discusses sustainable tourism and outlines a campaign called #VisitSustainably. It uses Malta as a case study, noting tourism makes up 29% of its GDP but has negative environmental impacts like waste and depletion of agricultural land. The campaign aims to shift tourism from quantity to quality and spread awareness of sustainable practices. It includes posters, t-shirts, and stickers that subvert mass tourism images with sustainable messages. A trash challenge art project encourages picking up litter and creating art from destination trash to inspire sustainable visiting.

1. Culture Jamming
Sustainable Tourism
COMM 499
Karly Freeman
Megan Sanders
Grace Poat

2. Sustainable Tourism
● Goal: minimize the negative effects that tourism has on the local environment and
people, and to maintain tourism as a long-term positive force.
● Tourism = one of the fastest growing sectors in the world
○ tourism is predicted to continue to grow as more people acquire disposable
income, social status, and the freedom to visit other places

3. Where it Started: Malta Case Study
● Malta is a Mediterranean island spanning 330 square kilometers,
populated by approximately 420,000 people
● Tourism is major pillar of economy; it makes up 29% of the GDP-
20,500 people work directly in tourism related businesses
● 2,273,837 people visited Malta in 2017

4. Why Sustainability is Import for Malta:
● Small islands reach carrying capacity quickly- allowing more people
than the environment can accommodate can cause irreversible
damage to the natural landscape
● The island’s large coastlines make the destination susceptible to
erosion from waves and wind
● Tourism permeates every region of the island
○ Demand for residential buildings contributes to the depletion of
agricultural land. High levels of construction generate debris and
destroys the island’s countryside.
● Waste produced by tourism is dumped near tourist centers and end
up contaminating beaches.
=> not conducive to the longevity of the industry on the island

5. How We Want to Help:
● Shift the tourism business model away quantity over quality.
● Call attention to the fact: if continue to neglect the places worth
travelling to these destination are not going to be around much longer.
● Spread the word as to what sustainable tourism means and the steps
we can take in order to conserve these beautiful places, so we can
keep enjoying them for years to come.

6. Our Campaign: #VisitSustainably
● Strategy = subvertising: takes an already established directive and
appropriates it
○ take known mass tourism images and twist them into a
subversive sustainable message
● 4 Mediums
1) Posters, 2) T-Shirt, 3) Stickers, 4) a Hashtag

7. T-shirt
● Play off the iconic “I ❤ NY” shirts.
○ When people think of vacation
souvenirs this is an image that
comes to mind
● People travel all over the globe
● Sustainable tourism is focused on
preserving the world's natural
wonders for posterity and positively
affecting all aspects of life in the
places tourism touches.

8. Stickers

9. Posters
● Adbuster Tactic: remake well known advertisements into spoofs
● Our posters are beautiful pictures of some travel destinations
overlayed with different well known tumblr or Pinterest travel quotes,
but the quotes are tweaked with sustainable tourism twist

10. Visit Sustainably Trash Challenge and Art Project
- Pick a destination
- Place Yellow trash bins
- Challenge people to pick up trash & place them in yellow bins
- Appoint local artist to create a piece made from art inspired by destination
- Move on to next destination
- #visitsustainably online reachout
https://www.youtube.com/watch?v=q1qS7NRbKnQ

11. Thank you !
NOW GO TRAVEL
but….
Please don’t forget to
#visitsustainbly