This episode takes a thoughtful look at sustainable tourism and what it really means for Florida’s marketing approach. We unpack the often-misunderstood concept of sustainability in tourism—what it is, how it’s measured, and why it matters. Our guest, Emmy award winning director/producer/host Chad Crawford, shares his personal journey as Florida’s ambassador and highlights the importance of keeping destination marketing genuine while encouraging responsible travel. We also dive into the effects tourism has on Florida’s natural environment, and why conservation is more important than ever. Throughout the conversation, we explore how marketers can connect with audiences in ways that protect what makes Florida special—while still delivering a great visitor experience.

IN THIS EPISODE:

• 00:07 - Introduction to Aqua Talks
• 01:27 - Sustainable Tourism: Understanding Its Impact
• 09:34 - The Weirdness of Florida: Embracing Authenticity in Tourism
• 22:06 - The Impact of Tourism on Florida's Ecosystem
• 30:23 - Conservation Awareness and Responsibility
• 32:13 - The Importance of Regenerative Tourism

KEY TAKEAWAYS:

• The podcast emphasizes the importance of understanding sustainable tourism, which remains a nebulous concept for many practitioners and stakeholders in the industry.
• Listeners are encouraged to promote destinations authentically, adopting a mindset that prioritizes quality over sheer visitor numbers, thus fostering genuine connections with tourists.
• The discussion explores the necessity for collaboration between marketers and conservationists in order to create ethically responsible tourism practices that respect local environments.
• The hosts stress the need for educational initiatives to enhance visitors' awareness regarding the environmental sensitivities of Florida's unique ecosystems and cultural heritage.
• A critical evaluation of tourism practices highlights the rising trend of regenerative tourism, which encourages visitors to actively contribute to the preservation of local landscapes and wildlife.
• The podcast concludes with a call to action for all Floridians and tourists to take responsibility for protecting their environment, framing this as a communal effort to preserve the state's natural beauty.

ABOUT OUR GUEST:

Chad is a 3rd generation Floridian who joined the Navy after high school. He later attended Full Sail University to pursue a career in television. In 2005, Chad and his wife Kristy founded Crawford Entertainment, and in 2009, created "how to Do florida" TV series, hosted by Chad. Now in its 13th season with 122 episodes and multiple Emmy awards, the series ignited Crawford's passion for Florida-focused programming.

Over 20 years later, Chad has become a six-time Emmy Award-winning director with hundreds of hours of programming distributed on major networks. He has created 8 hit TV series and over 50 specials and documentaries. Building on their extensive library and loyal following, CE launched the Discover Florida Channel, a streaming app featuring Florida programming. Chad’s signature sign-off, "Get out and Do Florida," has spurred a movement, encouraging fans to enjoy and preserve Florida's natural resources. Chad resides in Lake Mary with his wife, Kristy, and their four children.

SHOW LINKS:

Crawford Entertainment

--

sustainable tourism, Florida tourism, marketing strategies, destination marketing, conservation marketing, eco-friendly travel, travel marketing trends, engaging audiences, meaningful connections, tourism and conservation, outdoor experiences, responsible tourism, Florida Keys conservation, tourism impact, nature deficit disorder, visitor engagement, ethical tourism practices, Florida tourism insights, tourism industry...