Click here to download the Bussiness Case for Responsible Tourism leaflet.
In a fast changing marketplace, responsible tourism and increased profitability now work together. The travel and tourism industry is facing the challenge of attracting ever more ethically aware and discerning consumers, who are best placed to withstand the current global economic slowdown.
The Business Case for Responsible Tourism Conference explored new ideas and strategies to achieve business success while supporting economic, social and environmental responsibility.
Responsible tourism can transform a travel company – but only if there is real commitment. It can:
- Boost revenue growth
- Save overhead costs
- Motivate and inspire staff
- Secure market advantage
- Enhance brand value
- Improve customer service
What did attendees get out of the conference?
- New and fresh business ideas that could transform your business
- Opportunities to bolster profit
- Brilliant advice for some of the world’s most respected responsible tourism experts.
The conference was chaired by Prof. Harold Goodwin, Director of the International Centre for Responsible Tourism at Leeds Metropolitan University in the UK who works with governments, communities and the international industry worldwide.
Welcomed by Fiona Jeffery, Chairman World Travel Market, international responsible tourism pioneer for the past 15 years.
Speakers and Programme Highlights:
Tim Williamson, Customer Director, TUI UK & Ireland and chairman of the Federation of Tour Operators Responsible Tourism Committee and a member of the ABTA board demonstrated how TUI has secured market advantage from responsible tourism.
Justin Francis, managing director and co-founder of responsibletravel.com illustrated how his radical approach has proved to be a profitable business at the same time as being an ethical business.
Emma Stratton, co-owner of Bedruthan Steps Hotel, Cornwall and Scarlet Hotel which has built a formidable brand reputation on the strength of its commitment to sustainability. Among the hotel’s many awards are South West Tourism’s Silver Sustainable Tourism 2008 and Cornwall Tourist Board’s Gold Sustainable Hotel of the Year 2008.
Catherine Mack, national journalist on responsible tourism talked about how a reputation for being sustainable adds value to your brand, as well as attracting growing media interest.
George Hickton, Tourism New Zealand's Chief Executive, outlined how the role of sustainable tourism boosted the highly respected and acclaimed ‘100% Pure New Zealand’ marketing strategy.
Dr Xavier Font, Director of Studies at the International Centre for Responsible Tourism, Leeds Metropolitan University UK, presented web marketing. He is currently completing research for the International Finance Corporation on World Hotel Link, proactively seeking out, listing and promoting accommodation and other services which support sustainable objectives.
Andy Cooper, Director of Government and External Affairs, Thomas Cook talked about the contribution which Responsible Tourism makes to the maintenance of brand value, developing investor relations and securing investment, and the carbon reduction agenda.
Each speaker addressed the contribution which Responsible Tourism has made to their bottom line through cost savings, improved products, PR and marketing, repeat business, enhanced staff morale and retention. Each presentation will be followed by questions and discussion.
Who Attended?
- Airline and airport executives
- Car rental managers
- Corporate social responsibility executives
- Cruise line and ferry managers
- Health resort managers
- Hotel managers and trade associations
- Press and media
- Public relations executives
- Rail executives
- Travel agencies
- Tour operators and trade associations
This professional conference was organised with support from the International Centre for Responsible Tourism at Leeds Metropolitan University www.icrtourism.org
