ABSTRACT
The effects of climate change are visible when there is a consequent rise in the purchase of sustainable goods and services. The term sustainability can be said to be quite old and has been used by most corporates as part of their strategies for long. As such, the younger generation may not relate to the old concept and they may find it appealing. In order to gain commercial advantage in tourism, it is needed to be integrated with marketing as tourism industry is increasing in terms of economic value in a competitive world. But marketing selective destinations which are friendly to the environment in order to attract sustainable tourists is not economical as it ignores tourists who do have such an inclination. Care should be taken when projecting sustainable goods and services through advertisements so that there may be no negative impact of these communication strategies which may lead to bad experiences.
