Securing Commercial Advantage from Responsible Tourism

Gold Mine

Consumer attitudes are changing

• Cultural shift - it is now ‘cool to care’

• Comparatively slow to trickle into the markets for big ticket items like cars and holidays

• Sept 2011 Travel Weekly survey found 58% of consumers were concerned about sustainability issues on holiday

• But awareness of social and environmental impacts likely to have increased with recent mainstream TV coverage

• The increased awareness in environmental and social issues (particularly around food provenance, fair trade etc) is affecting what consumers want from a holiday.

• There is also a perceived link between quality and sustainability - if its locally grown/organic it must be better

• In a recession, people want more for their money. An authentic experience and a holiday that gives something back - as well as sun, sea and sand.

• Those selling holidays, even mainstream holidays are increasingly aiming to cater to this demand

There is a huge lack of understanding

Keep It Simple – Stupid!

Keep messaging relevant to your brand, business and customers

Address the key issues

associated with your product

Use your

imagination

Be honest…

Remember the ‘What’s In It For Me’?

Demonstrate a long term commitment

Be consistent

• Keep things simple• Stay relevant to your brand, business and customers• Address the key issues with your product • Use imagination• Be honest• Remember the WIIFM • Demonstrate commitment • Be consistent

In Summary: