communicating responsible tourism - world travel market 2013
TRANSCRIPT
The Big Contribution
Sarah Holloway5 November 2013
Don’t talk about responsible tourism
“Great taste is in our nature”
Message no. 1
Start from where your customers are. Understand their values.
“Tesco admits two thirds of bagged salads end up in bin”
Message no. 2
Communicate on the big, unique contribution you can make.
What is tourism’s big contribution?
• It’s one huge contribution, not a concept covering several issues
• It’s unique to tourism• You don’t have to explain to
customers why it’s worth doing because it speaks to their values
