The new toolkit showcases examples of best practice from destinations across England where sustainable tourism is benefiting both visitors and the local community.
VisitEngland has partnered with Leeds Metropolitan University to launch a new marketing toolkit for destinations. Keep it Real for Destinations aims to champion the benefits of sustainable tourism for visitors and residents alike, and to support destinations to promote the local businesses and initiatives that are leading examples of sustainable tourism.
The new toolkit showcases examples of best practice from destinations across England where sustainable tourism is benefiting both visitors and the local community. Examples include innovative ways of working with local organisations and businesses, from promoting cycling holidays or locally sourced food and produce to improving local transport networks, or making a destination more accessible for disabled visitors. It also includes guidelines on how best to communicate to both residents and visitors the wealth of sustainable projects taking place in that destination.
This new toolkit builds on the success of Keep it Real for Businesses, launched by VisitEngland in 2010, designed to help tourism businesses promote sustainability. This toolkit has since been licensed to tourism agencies in South Africa, Catalunya, Wales and the Republic of Ireland, with case studies tailored by Leeds Metropolitan University to suit each destination.
Jason Freezer, Head of Destination Management for VisitEngland said: “Sustainable tourism is about tourism having a positive impact on everyone it affects, whether they are residents or visitors. There is enormous opportunity to achieve growth in tourism that encourages more visitors and improves the overall visitor experience, whilst also benefiting the destination, and the people who live and work there. There are fantastic examples across the country of destinations that are really showcasing their sustainable tourism offer, with great results. We hope these guidelines and examples of best practice will inspire more destinations to highlight the benefits of sustainable tourism for all.”
Dr Davina Stanford, author of the toolkit and Course Leader on the Responsible Tourism Management Masters MSc at Leeds Metropolitan University said: “The toolkit consolidates some great examples of good practice from a range of organisations working for and with destinations in England. This compilation will help to inspire those working in destinations to think creatively about how best to communicate their own sustainability initiatives. It will be valuable resource for anyone wishing to know more about marketing sustainable destinations, including our own Responsible Tourism Management students”.
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She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.
