VisitBritain launches major sustainable tourism strategy
VisitBritain has announced a comprehensive sustainable tourism marketing strategy.
The new initiative will enable accredited English accommodation providers and visitor attractions get the most marketing clout from their green credentials.
For those businesses not yet accredited, a groundbreaking new project has been launched.
“Green Start†will enable tourism concerns take the first steps to certification with minimal bureaucracy and cost.
As part of a pilot scheme, VisitBritain will waive the £25 charge for the first 500 businesses to join Green Start.
Potential clients will be able to search the VisitBritain and EnjoyEngland web sites for sustainable tourism offers.
The International Centre for Responsible Tourism has been retained to check and endorse the certification agencies who accredit tourism providers.
The initial certifying organisation to be checked and given the go-ahead by ICRT is the Green Tourism Business Scheme.
It is understood that other organisations have applied for information.
This will be first time that a National Tourism Office has taken steps to check and endorse any green tourism certification scheme
After three years of deliberation by its Sustainable Tourism Action Group, VisitBritain has launched a programme which has the potential to include all its accommodation providers and visitor attractions.
Those who are already accredited will be able to take advantage of their credentials, and those who are not will have the opportunity of joining the green marketplace painlessly.
VisitBritain believes this system will deliver market power and access to its tourism providers and sustainable information at the point of sale
It should enable accredited businesses to take advantage of the value of endorsement, economies of scale and market research. Moreover the system adopted, with an independent validation, should avoid accusations of “Greenwashâ€.
The Green Tourism Business Scheme was originally introduced by VisitScotland where there are currently some 700 members.
There are a further 700 members throughout England and Wales. The new VisitBritain scheme is expected to substantially add to this figure.
Green Start is expected to sign up 2500 businesses to its entry-level programme in its first year.
Jason Freezer, VisitBritain’s sustainable tourism project manager, says: “VisitBritain is committed to encouraging sustainable businesses. However, nearly two-thirds tell us they need more guidance on developing their business in that way.
“Green Start is an initial step in helping more of our tourism businesses improve their existing practices and signal to visitors that they recognise the increasing importance and value of sustainable good practice.â€
By Valere Tjolle
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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