156-5 Beneath Your Feet: How To Successfully Promote Sustainable Geotourism

Session: Geoheritage Without Borders: International Perspectives on the Conservation and Celebration of Geodiversity, Part I

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“Beneath Your Feet” is a geotourism marketing initiative that leverages the rich geoheritage of Newfoundland & Labrador as a catalyst for sustainable tourism development, while also fostering public education and appreciation of the province’s extraordinary geological story. Through a multidisciplinary approach, the campaign positioned the province as a premier geotourism destination by raising awareness of its diverse geology and delivering on brand promises by supporting tourism operators in ways that best suited their needs—from developing immersive visitor experiences to integrating accessible geoscience storytelling into menus, guestbooks, interpretive materials, and other visitor touchpoints.  

From UNESCO Global Geoparks and World Heritage Sites to GSSPs and geology sites of global significance, Newfoundland & Labrador offers a rare opportunity to connect travellers with Earth’s dynamic story. This presentation explores the strategic framework behind the campaign, including community engagement, geoscience communication, visual branding, and partnership-building with geoscientists and tourism operators. It also shares key lessons learned in aligning scientific integrity with public engagement, and how geoscience communicators can position Earth history as both a cultural asset and a driver of sustainable tourism. 

Geological Society of America Abstracts with Program. Vol. 57, No. 6, 2025

doi: 10.1130/abs/2025AM-11378

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