Faroe Islands' innovative approach to overtourism: self-navigating itineraries | Jeremy Jauncey posted on the topic | LinkedIn

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📸 Before we posted a single “pretty picture”, we asked one question:

What do travellers actually want to know about you?

When I started working with Finca Curubanda, the temptation was to show off the beautiful waterfall we operate at, clients having fun, and landscapes. But here’s the catch: every project has that. It doesn’t differentiate you.

So instead, we shifted focus to:
🔹 Transparency – showing how exactly Finca Curubanda operates: from ensuring trail safety at La Leona Waterfall, to sharing the knowledge that guides every activity. Guests don’t just see the outcome, they understand the process.
🔹 Human connection – spotlighting the deeper way people reconnect with nature and themselves while their time with us. It’s not about mass tourism, but about moments: a guest’s first time jumping into the water, or a volunteer describing the feeling of belonging to the Finca family.
🔹 Education – explaining the “why” behind everything: why reforestation matters, why trails are managed a certain way, what travellers should know about local ecosystems.

We didn’t just make content prettier, we made it meaningful.

The result? Engagement grew not because of “likes”, but because people started asking questions, sending DMs, and booking. Visibility that translates into action.

And here’s the new learning I want to share with you:
👉 In sustainable tourism, your behind-the-scenes is more powerful than your highlight reel.

Travellers don’t just want to see the view – they want to see the values.

If you’re running a project, try this: share one imperfect behind-the-scenes story this week. And if you’d like help turning that into a full strategy → let’s connect.