How can we encourage visitors to make more sustainable choices in nature areas, without imposing restrictions? That question lies at the heart of a new communication and marketing concept developed within the MONA project.
Together with German tourism consultancy Realizing Progress, Tourismus Zentrale Saarland (TZS), Parc Naturel Régional de la Montagne de Reims (PNRMR) and Parc Naturel Régional Scarpe-Escaut (PNRSE), MONA partners created a practical framework that applies the principles of nudging theory to tourism in nature areas.
Rather than telling visitors what they cannot do, the concept focuses on making sustainable choices easier, more attractive and more intuitive.
A communication strategy built around visitor behaviour
The concept explores how communication and marketing can positively influence visitor behaviour throughout the entire customer journey: before the trip, upon arrival and during the visit itself.
It identifies suitable nudging measures and matching communication channels for different target groups, including explorers, nature lovers and experience-driven visitors. Communication tools range from websites, social media and local press to information boards, apps and personal interaction on-site.
At the core of the approach is a simple idea: small interventions can lead to meaningful behavioural change. A well-designed sign, a playful message or an inspiring story can encourage visitors to choose quieter routes, stay on marked trails or travel more sustainably.
To support practical implementation, the concept also includes a storytelling framework with storylines, story sets and visual storyboards that help destinations translate nudging principles into engaging visitor experiences.
What is nudging?
Nudging is a concept from behavioural science introduced by Richard Thaler and Cass Sunstein (2008). It refers to subtle changes in the “choice architecture” that influence behaviour without removing freedom of choice or introducing financial incentives.
In tourism, nudging can take many forms. It may involve the design of a sign, the atmosphere at a bus stop, social media content or even the behaviour of other visitors. The challenge lies in understanding how people make decisions throughout their journey and identifying the right touchpoints to influence those decisions positively.
This is particularly relevant in nature areas, where visitor choices directly affect biodiversity, liveability and the visitor experience itself.
Pilot projects across Europe
Between 2024 and 2026, six pilot projects tested nudging measures in nature areas across France, Germany and Luxembourg, including Parc Régional Scarpe Escaut, Montagne de Reims, Biosphere Reserve Bliesgau, National Park Hunsrück-Hochwald and Nature Park Öewersauer.
The pilots focused on real-life sustainability challenges in nature areas:
1. Litter in nature
Creative interventions such as interactive bins and
waste collection stations encouraged visitors - especially families - to
actively collect litter. By turning clean-up into an engaging activity,
awareness and participation increased simultaneously.
2. Transforming mobility
To reduce car dependency, a themed shuttle bus accompanied by a nature guide
transformed transport into part of the visitor experience itself, making
sustainable travel more attractive and enjoyable.
3. Drinking water awareness
At the Upper Sûre reservoir, an interactive water dispenser encouraged visitors
to refill reusable bottles while learning about the importance of protecting
drinking water resources.
4. Awareness of ecosystem impacts
In Montagne de Reims, emotionally engaging information panels featuring
messages from animals and surprising visuals encouraged visitors to stay on
trails, reduce noise and respect vulnerable nature.
5. Guided paths in a protected forest
In Flines-les-Mortagne forest, contrasting images of healthy versus damaged
ecosystems visually demonstrated the impact of off-trail walking and encouraged
more responsible behaviour.
Communication as a nudge
One of the key insights from the project is that communication itself can
function as a powerful nudge. Information, reminders, storytelling and social
cues all shape visitor behaviour in subtle but effective ways.
The pilot projects show that successful nudging requires communication that is carefully designed from the visitor’s perspective and integrated across the full visitor journey.
At the same time, continuous monitoring remains essential. Data collection, visitor surveys and usage analysis help evaluate whether nudges actually influence behaviour and where improvements are needed.
Towards more sustainable visitor experiences
The MONA communication and marketing concept
demonstrates that sustainable tourism does not always require strict
regulations or large infrastructure projects. Sometimes, small interventions
and thoughtful communication can already make a meaningful difference.
By combining behavioural science, storytelling and visitor experience design, MONA offers nature areas practical tools to balance accessibility, visitor enjoyment and ecological resilience. Not through restriction, but through invitation.
You can access the concept here.