Sustainability communication in tourism is an emerging research topic. In acknowledgement of tourism researchers’ and practitioners’ need to gain a better theoretical and practical understanding of effective sustainability communication, this article provides the first literature review to identify what is known of the subject and what needs further study. This systematic review indicates that extant research has focused on the marketing of green hotels and environmental sustainability. Little is understood about personal communication channels and message factors that lead to positive consumer reactions. These are major explanations why sustainability messages have not been as effective as they could be. Furthermore, there is a lack of theoretical foundation with regard to information processing and effective message design, and of experiments and interpretivist/qualitative approaches to support such research. Recommendations on future research are provided to broaden theoretical perspectives and support practitioner solutions by a more holistic approach to sustainability communication.