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Behaviour Change for Sustainability Online Masterclass

Behaviour Change for Sustainability Online Masterclass

ETC Members only

Monday, 17th July – Friday, 21st July 2023

ETC offers its members the unique opportunity to follow an online master-class level program that will equip senior destination professionals with key insights about how human behaviour can support their work and what techniques are available for them to use in contexts that are relevant to the challenges they are facing.

Behaviour change can be effective when it is carefully planned and supported based on good understanding of the factors that shape current behaviours and the factors that can potentially support transition to new norms.

Much about the sustainability transition of the travel sector goes through changing behaviour – the behaviour of travellers in planning and enjoying their trips, the behaviour of tourism workers in delivering service, the behaviour of destination managers in inviting guests to visit.

BehaviorSMART’s expertise helps destination and tourism professionals understand how behaviour change can realistically happen and support sustainability goals. By equipping them with hands-on insights, practical tools and tested practices we enable them to enhance their work with the smart insights generated by behavioural sciences.


Key insights about how knowledge about human behaviour and behaviour change is relevant to destination management and what challenges require behavioural considerations. The program will introduce practical tools and solutions that participants can begin applying on the day after completing the program.

Schedule: Five 120-minute modules delivered over 5 working days (14:00–16:00 CET)

Format: Online, via Zoom

Cohort Size: 10 participants at a time.

ETC covers the expenses for one participant of each NTO.
More than one participant by NTO welcome at a supplementary fee of €500.


Day 1: People and Destinations: Introducing human behaviour
Why it matters?
Where it matters?

Day 2: Changing Behaviour: Can behaviour be changed?
When can we influence change?
Lab: map areas of desired change

Day 3: Influencing Audiences: Influencing travellers
Influencing local businesses
Influencing residents
Influencing politicians?

Day 4: The toolset
Tools for behaviour change
Lab: applying behaviour-smart tools

Day 5: Rolling Up the Sleeves
Lab: hands-on resolution of a real-world challenge
45-min one-on-one consultation with each participant
(to be scheduled individually)