Areas of Outstanding Beauty get marketing makeover
is this the time to reignite people’s passions for these beautiful areas?
Responsibletravel.com selected to develop marketing initiative to secure livelihoods and environments
It is becoming more and more apparent how important tourism is for rural communities and for their conservation work.
With funding from the Rural Development Programme for England, responsibletravel.com has been selected to work with SEPL (the regional body formed to represent the interests of protected landscapes in the South East of England) over 3 years at first to create a marketing initiative, which will include:
A new website (target launch date July 2011) will be developed to promote rural tourism businesses in 9 of the South East’s protected landscapes including the New Forest, Surrey Hills, Kent Downs and closer to home for responsibletravel.com, The South Downs National Park.
Responsible Travel is to bring together and market responsible tourism products that can support the local economy and reduce the adverse impact of tourism development on a designated landscape. The project will celebrate the distinctive character and natural beauty of the area.
The focus will be on key markets in the regional and London area, encouraging residents to take short holidays closer to home. Consumer research of more than 2000 consumers in London and the South East indicates a very strong level of interest in taking a break in the SEPLs – with 84% of people interested in a trip including an overnight visit.
Said Justin Francis of responsibletravel.com: “I’m fascinated by how landscapes affect our emotions. Our work with SEPL will enable us to put some of the most beautiful landscapes in Britain at the heart of the tourist experience, and to do so in a way that supports rural communities and the work of our Protected Area Manager partners.”
Richard Clarke, lead officer for south east protected landscapes said: “In these stringent financial times landscape conservationists are becoming more involved in the development of local, rural tourism to help demonstrate how people can have fabulous holidays without necessarily flying thousands of miles away.”
“There are superb landscapes on our doorsteps and this is an exciting opportunity to showcase what the countryside of the south east of England has to offer. Many of the south east’s iconic landscapes have been visited and celebrated in the past such as the The Londoner’s Highlands – The Surrey Hills and this is the time to reignite people’s passions for these beautiful areas.”
Valere Tjolle
Valere is editor of the Sustainable Tourism Report Suite 2011 latest special offer at www.travelmole.com/stories/1146423.php
Valere
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