Marketing Sustainability in a Warming World: Lessons from Polar Cruise Tourism

The polar regions face growing threats from climate change, making sustainable practices in polar cruise tourism essential. This study examines the role of marketing in promoting sustainability by analysing cruise operators’ websites (n = 50) and testing alternative advertising strategies. Survey findings (n = 790) highlight that well-crafted sustainability advertisements can reduce interest in close-up wildlife interactions, increase willingness to pay for conservation-focused trips, and promote the adoption of sustainable technologies in travel. Content analysis shows that award-winning operators emphasise conservation, sustainability, and community engagement through distinctive digital traits. While traditional adverts were preferred for their adventure focus, sustainability adverts resonated with those valuing education. This study provides valuable insights for operators, policymakers, and researchers dedicated to advancing sustainable tourism in the polar regions.