communicating responsible tourism - world travel market 2013
TRANSCRIPT
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The Big Contribution
Sarah Holloway5 November 2013
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Don’t talk about responsible tourism
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“Great taste is in our nature”
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Message no. 1
Start from where your customers are. Understand their values.
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“Tesco admits two thirds of bagged salads end up in bin”
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Message no. 2
Communicate on the big, unique contribution you can make.
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What is tourism’s big contribution?
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• 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