These days, many tour operators and hospitality businesses are keen to stress their 'green' credentials, and tell customers and investors that they practice forms of tourism that are variously described as 'sustainable', 'responsible', or environmentally benign. But is there a market advantage from doing so, and how can the message be presented in a way that potential customers can both understand and see as benefiting their holiday experience? According to one of the speakers at a session at the World Travel Market yesterday on 'Communicating Responsible Tourism: Securing Market Advantage', the best thing may be to not mention Responsible Tourism at all, at least if communicating to the mass market rather than niche customers. For the average consumer, talking about responsible tourism would first mean having to explain what the term means, and then trying to tell the customer why they should care about it, when all they really want is an enjoyable and good value holiday. To sell responsible or sustainable tourism, the panellists suggest that the key may be to start from the customer and understand their values, and then sell the holiday or excursion experience in ways that speak to what they want.