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VisitBritain - the marketing agency for British tourism
- has a clearly stated policy to green the whole of the British
tourism offer.
The organisation’s mission is to 'Take Green Tourism from
Niche to Mainstream by 2010' and its tag line states 'Promoting
Sustainable Businesses – Encouraging Responsible Visitors'.
It couldn’t get much more straightforward than that. However,
of England’s 59,000 known tourism establishments (hotels and
visitor attractions), currently just 300 have expressed interest
in VisitBritain’s Green Tourism accreditation scheme.
The problem is a relatively short-term one. By 2010, a basic
level of sustainable operating will be part of VisitBritain’s
quality standard assessments. So, by then, if you’re not operating
at a basic green level, it’s unlikely that you’ll get rated
at all. 'No Sustainability – 'No Stars ... No Stars – No
Website Entry' will wield the big stick in two years time
at hotels and guest houses who rely on VisitBritain’s global
marketing to attract their guests.
The meantime is, however, a problem. With tourism destinations
all over the globe rushing to prove their green credentials,
VisitBritain cannot afford to miss the boat. Tourism is an
unforgiving industry and, once seduced away by better offers
and more effective marketing, it will take time and effort
to get regular green visitors back again.
VisitBritain’s Green Start programme was launched at the
recent BTTF. In association with Green Tourism (the Green
Tourism Business Scheme), Green Start incorporated the following
facets -
- An entry-level programme that will be free to the first
500 applicants, relying on a self-certification programme
designed by Green Tourism to get businesses on the first
rung of the green step-ladder. Initial target 2,500 businesses;
- In a hiking-up of the green auditors’ qualifications,
the International Centre for Responsible Tourism
has been appointed to audit the auditors. The first certification
agency to pass the ICRT test is Green Tourism;
- VisitBritain has established a search facility on its
website for green businesses, so that interested visitors
can search for green-accredited accommodation. Only properly
certified establishments will be featured.
It remains to be seen if this is enough. The fact is that
only 50% of English tourism business are currently quality
standard assessed at all, so even when 2010 arrives, the maximum
that England can expect is 'halfgreen'.
It would be a pity if Britain - once seen as one of the world’s
greatest heritage destinations - were to miss the Green Boat.
For more information - Click
Here
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