“Keep It Real for Destinations”: communicating Wise Growth aspirations with visitors and residents

1. “Keep It Real for Destinations”: communicating Wise Growth aspirations with visitors and residents Dr Davina Stanford Leeds Metropolitan University d.j.stanford@leedsmet.ac.uk

2. Some words on Wise Growth • Action Plans developed to deliver the Strategic Framework objectives for tourism in England 2010 - 2020 • Wise Growth is the term to link and balance the growth aspirations of the Strategic Framework with principles of sustainable tourism. • Objective 2 of the Wise Growth Action Plan:Embed the principles of Wise Growth into communications strategies with visitors and residents to enable them to cherish the places they visit, live and work.

3. The audience The toolkit is aimed at destination organisations and any other organisations that work in promoting and managing destinations.

4. Wise Growth at a glance… • Inclusive: visitor experiences are fun, inspirational, safe and accessible to all. • Engaging: local residents are involved in tourism development. • Well-being: tourism activities strengthen and sustain the quality of life of the communities in which they take place. • Caring: the cultural heritage of places, the authenticity and distinctiveness is protected or enhanced. • Distinctive: the quality of the environment is maintained or enhanced. • Fun and appealing: England’s natural and built environments, habitats and wildlife are enjoyed without being damaged in the process. • Viable: local businesses that operate successfully and responsibly are championed. Economic benefits for local residents are maximised. • Efficient: visitors and businesses use scarce and non-renewable resources wisely; minimise pollution and reduce waste.

5. Well-being… South East England, Great Country Pubs In order to sustain and promote the best character country pubs, Tourism South East, with the help of DEFRA funding and partner, Pub is the Hub, has developed the Great Country Pubs initiative. Tourism activities strengthen and sustain quality of life of the communities in which they take place by improving access to local resources and amenities for residents.

6. Efficient… Visitors and businesses use scarce and non-renewable resources wisely; visitors and businesses seek to minimise pollution, especially from transport, and reduce waste from all tourism activity.

7. Fun and appealing… Capitalise on the enjoyment of England’s natural and built environments, habitats and wildlife, but ensure these are not damaged in the process. “We need to communicate with our visitors … in a way that engages them, rather than preaches at them. In particular we try to highlight how acting sustainably can enhance their experience – a win win situation.” Dan James, Sustainable Economy Officer, Exmoor National Park Authority

8. Some reflections on the toolkit • Have to find good practice before you can communicate it; • Few DMOs directly talk about sustainability and instead sell the experience; • Few DMOs are communicate with / provide for residents and don’t necessarily see this as part of their remit; • It was easier to find examples from organisations that are the non-traditional DMOS ; • Some principles of Wise Growth are well done, but others much less so (the principle which relate specifically to residents have few examples); • Lack of monitoring.

9. Thank you If you have good examples please let me know…. Dr Davina Stanford Leeds Metropolitan University D.j.stanford@leedsmet.ac.uk