welcome to cerita, formerly valerie merut consulting

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Social Media Marketing for Sustainability-Minded Travel Businesses

We want to see more travellers exploring the world responsibly. We know you do too, and so we specialise in helping you effectively reach and connect with your target audience, using the power of stories and strategic social media marketing.


Cerita means “story” — and that’s no mistake. 

You know the tourism industry can either harm or help people, communities, and our Earth. Like us, you’ve chosen to be on the helping side — inspiring others to travel more sustainably and utilising your business as a force for good. But you struggle with getting in front of your target audience on social media, educating them about sustainable travel, and building an engaged community that translates into bookings.

At Cerita, we help you articulate and share your story, as well as the stories of the communities you serve, design and implement meaningful and impactful social media strategies, and create content that resonates with your target audience so that you can book more clients and further increase your positive impact on people and the planet.

If you are a positive impact travel advocate, you're in the right place. 

Whether you’re looking to establish a social media strategy, fine-tune what you’ve been doing so far, get support with creating content, or managing your social media presence, we’re here to help you tell the stories that will connect with your target audience and sell your services.

What we do...

A French-born, England-based world wanderluster and sustainable travel advocate with a passion for food, storytelling, and meeting people from all walks of life.

If there’s one thing I’ve learned from these past 12+ years marketing global brands, hotels, DMCs, tour operators, travel agents, and retreats across the globe on social media, it’s that:
Storytelling is everything, and when done right on social media, it has the power to create communities of like-minded people that not only drive bookings but also act as a vehicle for change.

The Cerita team and I are here to tell your stories — to help you communicate what you do on social media better, build an engaged community, generate leads and bookings, and make a difference in our industry and beyond.

MY story


There’s a tonne of us on a mission to share the stories of special places and communities with travellers on social media. Come connect, learn, and grow with like-minded travel businesses on our Instagram page. We’re all about thoughtful insights, inspiring stories, and actionable tips.

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Our team creates and implements tailored, meaningful, and impactful social media strategies and content — based on the local stories of your destination(s) — that not only get your business out there but also resonate with your target audience and generate leads and clients so you can further increase your impact on people and the planet.

Work with us

Kind Words

- Catherine gallagher,
Co-Founder, Women Travel Leaders

“Wow! Is one word I can use to describe Valerie and the way in which she supports sustainable tourism businesses through social media."

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Let's chat

Interested in our work and would like to talk through your particular situation? Schedule a complimentary discovery call with Valerie, our founder and chief strategist, and let's explore how Cerita can help you amplify your work with effective social media marketing and storytelling.