My slides from the 'Communicating Responsible Tourism' panel at World Travel Market, November 2013. For a video of the session, visit YouTube: http://www.youtube.com/watch?v=8jBSg-X7UYM&list=PLhVZKgyRW42uRncdanbrKQ6rSApuAEB3W The video doesn't feature the slides, so you'll need to click along using SlideShare!

1. The Big Contribution
Sarah Holloway
5 November 2013

2. Don’t talk about
responsible tourism

3. “Great
taste is in
our nature”

4. Message no. 1
Start from where your customers
are. Understand their values.

5. “Tesco admits
two thirds of
bagged salads
end up in bin”

6. Message no. 2
Communicate on the big, unique
contribution you can make.

7. What is tourism’s
big contribution?

8. •
•
•
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

9. Thank you
Sarah Holloway
Sustainability strategy & communications
sarah@sarahholloway.co.uk