01 October 2009

Responsible tourismÃ¢â¬â¢s impact on profit Ã¢â¬' a WTM debate

How responsible tourism can contribute to the bottom line will be debated at World Travel Market next month.

The one-day Business Case for Responsible Tourism conference will be held on November 12 at ExCeL in London chaired by Professor Harold Goodwin, director of the International Centre for Responsible Tourism at Leeds Metropolitan University, UK and advisor to World Travel Market.

Speakers include:

*Justin Francis, managing director and co-founder of responsibletravel.com will show how his radical approach has proved that it is possible to be a profitable business at the same time as being an ethical business.

*Catherine Mack, national journalist on responsible tourism will talk about how a reputation for being sustainable adds value to your brand, as well as attracting growing media interest.

*Gregg Anderson, Tourism New Zealand's UK and Europe regional manager, will outline how the role of sustainable tourism boosted the acclaimed ‘100% Pure New Zealand’ marketing strategy.

*Dr Xavier Font, director of studies at the International Centre for Responsible Tourism, Leeds Metropolitan University UK, will speak about web marketing. He is currently completing research for the International Finance Corporation on World Hotel Link, seeking out, listing and promoting accommodation and other services which support sustainable objectives.

*Andy Cooper, Thomas Cook director of government and external affairs, will talk about the contribution which responsible tourism makes to maintenance of brand value, developing investor relations and securing investment, and the carbon reduction agenda.

"Many businesses are working towards incorporating sustainability into the core of their products," said Prof Goodwin.

"Quite often these products are the result of a well thought sustainability concept and yet the entrepreneurs behind it fail to reach the marketplace, because they lack marketing expertise and knowledge of the tourism industry’s distribution channels.

"Tourism companies, particularly small firms from developing countries, suffer from poor targeting, market segmentation and positioning, low consumer product knowledge, and consumer risk perception.

"However, I am pleased to say that many successful companies large and small are clearly demonstrating that responsible tourism can and is an important part of a successful sales and marketing strategy."

WTM chairman Fiona Jeffery said: "This conference tackles responsible tourism in quite a different manner. Its remit is particularly relevant in these challenging economic times."

by Phil Davies