How we created a new model for sustainable tourism for Palau.

Gamifying good behaviour.

Palau is a tiny Pacific nation with a big problem. They rely on tourism for over 85% of their GDP, but those same tourists are wreaking havoc on the country’s fragile ecosystem. Palau needed tourists to change their behaviour during their stay, without running the risk of alienating them in the process.

So we created Ol’au Palau - the first tourism initiative that unlocks increasingly stunning new places and experiences in Palau - traditionally reserved for locals - not according to how much you spend, but how gently and respectfully you treat their island home. Based on gaming mechanics and nudge psychology, Ol’au Palau turns sustainable behaviour into Palau’s most valuable currency.

Close-up of an orange sea slug with a green background and blurred circular shapes.

‘Palau’s world-first ‘good traveller’ incentive’

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‘The Pacific Island changing the face of tourism’

Logo of The Guardian with white text on a black background

‘Palau, the first destination to reward good travellers’

National Geographic logo with a black background and white text

‘Unlock unique experiences in Palau by completing eco-friendly tasks’

Black background with the white text 'Forbes' in large, bold letters.

‘Palau to reward tourists who reduce footprint’

The ABC logo featuring a stylized letter 'A' with the ABC wave symbol in red and white, next to the bold letters 'ABC' in black.

‘Now, tourists can accrue points by acting responsibly’

Black and white graphic with bold diagonal lines and the word 'CONTAGIOUS' underneath.
  • Two promotional flyers from OL'AUPALAU, featuring underwater scenes. The left flyer shows a sea turtle swimming over coral with a blue background and the text "Unlock new experiences and places through sustainable action." The right flyer shows a close-up of coral and a clownfish with the text "Tread lightly. Explore deeply."
  • Aerial view of green islands surrounded by blue water with a boat. The image is part of a brochure or magazine cover with the text 'OLAU PALAU' and a circular logo.
Black laptop computer with gray keyboard and screen, positioned against a black background.
Black laptop computer with gray keyboard and screen, positioned against a black background.
A black and white photograph of a man in historical military uniform standing next to a horse, with a group of soldiers and horse-drawn wagons in the background.

Impact

  • +500 pieces of global coverage

  • +775M total reach