14 March 2008
VisitBritain launches a new programme – Green Start – to help accommodation providers and visitor attractions in England take the first steps towards becoming sustainable businesses.
National tourism agency, VisitBritain, launches a new programme – Green Start – to help accommodation providers and visitor attractions in England take the first steps towards becoming sustainable businesses.
VisitBritain aims to encourage a rapid, widespread and significant increase in the adoption of sustainable tourism principles, while avoiding the burden of too much bureaucracy and, as part of a three-month pilot, is waiving the usual £25 cost for the first 500 businesses to register to the programme.Participation in Green Start provides tourism managers and operators with a stepping stone towards accreditation by a validated sustainable accreditation scheme.
Jason Freezer, VisitBritain’s sustainable tourism project manager, says: “VisitBritain is committed to encouraging sustainable businesses. However nearly two-thirds tell us they need more guidance on developing their business in that way. Green Start is an initial step in helping more of our tourism businesses improve their existing practices and signal to visitors that they recognise the increasing importance and value of sustainable good practice.”
Using a simple online self-assessment tool, participants must meet a code of conduct, commit to four fundamental sustainability requirements and, over a period of two years, meet or work towards at least 23 relevant ‘good practices’ from a total menu of 50. These could include insulating buildings and water tanks, using low-energy lighting, collecting rainwater, using locally-sourced produce or promoting eco-friendly travel such as cycling.
In return, participants will gain a basic identification on visitbritain.com and enjoyengland.com, signalling to consumers that they recognise the importance and value of sustainable good practice. VisitBritain will provide them with additional best practice guidance, drawing on advice from national experts and signposting businesses to regional resources. The agency aims to have 2,500 businesses signed up to Green Start in the first year.
By introducing the entry-level programme, VisitBritain aims to prepare businesses for more formal accreditation under an existing and well-established sustainable certification scheme, such as the Green Tourism Business Scheme (www.green-business.co.uk). VisitBritain will add its endorsement to businesses in these schemes and give their quality assessed participants full marketing benefits, both online and offline.
To mark the launch, consumers in the UK and abroad – who are increasingly exploring sustainable practices when planning their trips – can now search for around 750 of these ‘green’ accommodation providers and attractions on visitbritain.com and enjoyengland.com.
VisitBritain has also identified the few conflicts in its current national quality assessments standards and is addressing the process of integrating sustainable principles into them. Its activities in the sustainable arena are part of VisitBritain’s current strategy to promote sustainable businesses and encourage responsible visitors through marketing, industry engagement, leading by example and supporting Government’s sustainable agenda.
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Further information: Elliott Frisby on 020 8563 3035 or 07951 996241
Notes to Editors
· VisitBritain is responsible for promoting Britain as a world class tourist destination and for developing England’s visitor economy. It has representatives in 36 countries around the world and, in the last three years, has expanded into China, throughout Eastern Europe and Southeast Asia, and increased its presence in India with representatives in Bangalore and Mumbai.
· In 2006, there were 32.7 million visits to Britain, 9% up on 2005. They spent over £16 billion in the UK: a 12% increase on 2005.Globally, the UK retains 6th place in visitor arrivals, slipping one place to 6th in spend.
· VisitBritain’s international website, www.visitbritain.com, was awarded World’s Leading Tourism Authority Internet Site for the fourth year in a row at the 2007 World Travel Awards by more than 200,000 travel and tourism professionals. With information provided in 26 different languages, every year over 12 million visits are made by international consumers to the 46 websites that make up visitbritain.com. VisitBritain plans to increase this to 25 million by 2009.
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