
Build Trust Through Shared Values
Spanish podcast with English subtitles. Professor Xavier Font from the University of Surrey explains why most sustainability communication in tourism fails—marketers greenwash unintentionally while sustainability experts write for auditors, not customers. He shares proven strategies for implicit communication that enhance experiences rather than preaching, reveals why small businesses earn more guest trust than certified chains, and discusses how the EU's Green Claims Directive will change everything by 2026. 10-2025