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Keep it real says visitengland
Marketing guide ditches sustainability for wise growth
The new marketing guide for VisitEngland destinations focuses on "Wise Growth", a concept created by the UK government in 2009/10 which focuses on Inclusive, Engaging, Well-being, Caring, Distinctive, Fun and Appealing, Viable and Efficient tourism practices.
Apart from explaining the principles of "Wise Growth" (the first 12 pages) the guide presents sections (amongst other subjects) on:
- Communications
- Active holidays
- Going Local
- Staycations
- Differentiated Demographics
- LGBT Travellers
- Working with Stakeholders and Partners
- Persuasive communication
- Certification and Validation
- Communications channels
- The consumer journey
- Sharing best practice
Anthony Climpson, Chairman of the Wise Growth Action Plan Steering Group, writes in the toolkit’s foreword: "the wonderful outcome of these ‘Economics of Visitor Happiness’ is that not only do ‘happy’ visitors do all your marketing completely free of charge, they also target people like themselves, so creating a self perpetuating replenishment of the right visitors for the right place."
Get the guide at: HERE
Valere Tjolle
Great sustainable offers this week: 93% off reports and guides here Keys to sustainably successful destinations revealed here Going to WTM, want to attract high value green tourists? here
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