Thomas Cook launches Love Local
Thomas Cook is launching Love Local, a programme of in-resort activities designed to make a positive contribution to the destination.
Based on demand from customers, it has created a range of experiences that will give holidaymakers the opportunity to meet local communities, learn about and take part in local traditions and ‘give something back’.
It has initially designed 13 Love Local experiences in destinations including mainland Spain, Lanzarote, Gran Canaria, Mexico and Cuba.
More will be added throughout the summer season with the aim of having 70 by summer 2020.
Thomas Cook says new research reveals that two in five Brits are more likely to choose activities which benefit the local community in some way than they were 10 years ago.
Half of holidaymakers are more likely to take a trip to a market to mingle with locals and support independent businesses than they were a decade ago and a third are more inclined to opt for experiences that feature local traditions.
In the picturesque town of Reus in Spain, customers can cycle to explore old rustic villages, vineyards and olive groves and meet organic wine and olive growers.
In Cuba, holidaymakers can visit a pineapple plantation and the village of Alcala to meet Cuban farmers and learn more about traditional coffee making before trying home grown fruits and other local cuisine.
The day ends with the opportunity to plant a tree in the community’s local forest.
"Times have changed and customers are telling us that they want more from a holiday than just a week chilling by the pool at a hotel. For many, mixing with the local communities and getting to know a place is becoming increasingly important," said Sandra Killick, head of sustainability in destination.
"Tourism is vital to so many of the countries where we send holidaymakers and our new Love Local programme will enable our customers to make a meaningful difference to the people, economy and environment of the destinations they have been holidaying at for many years and for many more years to come."
Love Local experiences start from €12 and can be booked via Thomas Cook in resort reps or via its 24-hour Connected Service online.
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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