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The Big Contribution
Sarah Holloway
5 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
Thank you
Sarah Holloway
Sustainability strategy & communications
sarah@sarahholloway.co.uk

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Communicating Responsible Tourism - World Travel Market 2013

Editor's Notes

  1. Why do people resist change?
  2. The key to driving change is good personal skills
  3. The key to driving change is good personal skills
  4. The key to driving change is good personal skills
  5. The key to driving change is good personal skills
  6. The key to driving change is good personal skills
  7. The key to driving change is good personal skills