The Reality Report something really different

Here is our solution to unlocking the massive potential of tourism for destinations

Destination marketing has never been more challenged. Hit by the economic situation and expenditure cuts, there is very little public funding available for tourism marketing – and a lot of hurdles to jump before it’s available.

On the other hand, there are very few industries that have the massive potential that tourism has to fill local purses with money and goodwill.

How frustrating.

Here is our solution – we’re putting our time and effort and reputation where our manuals are! Instead of writing how it works, we’re going to roll our sleeves up and make it happen. And…

We’ll use the marketing techniques outlined in the Sustainable Marketing Guide and the Sustainable Destination Report to actually create a tourism destination marketing agency that is sustainable economically, socially, culturally and environmentally.

We’ll report on progress as it happens, honestly. Both successes AND failures.

We’ll share the results, and enable others to replicate the process.

The story so far:

A few key decisions have been made:

• The entity is to be based in Bath UK (sensible, really as that’s where Valere  (the idea’s progenitor) is based. Bath is voted the UK’s number 3 destination after London and Edinburgh by Tripadvisor, plus the destination has a deep history of hospitality so it stands a good chance of working.
• Only sustainable certified accommodation (Green Tourism Business Scheme) will be offered (unless there are exceptional circumstances).
• The offers will provide a well-researched, locally-based pre, during, and after tour local contact/co-ordinator
• The activity will support local and international charity
• Although the activity is intended to be as sustainable as possible, it will not overtly trade on this quality or use sustainable ‘language’ in its marketing communications.

What’s new this week – a star may be born…

• The URL www.bestofbath.biz has been acquired
• Meetings on day 1 (Monday 6 June) with Chris McHugo (of Discover Ltd) and Candice Motram (a CSR specialist) enlisted both of their assistance.
• Candice suggested that she would be happy to manage the Key Performance Indicators and Chris would help with general advice.
• Here are a few suggested Key Performance indicators of the initiative’s potential effect on the destination:
• Social: Fewer (or no) people need to sleep on the street
• Economic: More local young people believe that there is a potentially-rewarding career to be had in tourism and hospitality
• Culture: More local people feel that tourism delivers benefits and are more prepared to welcome tourists
• Environment: Tourism delivers more practical benefits to built and natural environment than it takes away.

Want to follow progress in detail?

Get the Reality Report kit which includes:

• The Sustainable Tourism Marketing Guide 2011 co-authored by Ogilvy, one of the world’s greatest advertising and marketing agencies value £100
• The Sustainable Destination Report 2011 with a major contribution from one of the world’s most successful destinations – Cape Town Tourism – value £100
• The yet-to-be-released Destination Marketing Guide 2011 by one of the world’s most experienced tourism marketing organizations – TotemTourism – value £50.
• Total value £250
• Plus – six months of regular updates of actual results of the Reality Report.
• All of the above just £100 June special pre-publication offer – get it now HERE

This offer is part of the Sustainable Tourism Report Suite which includes:

The Sustainable Tourism Minister’s Briefing 2011, which surveys 2010 events, the market for sustainable tourism and the major current players. 57 pages in total and simply all a busy minister or high level tourism professional needs to know to access the sustainable tourism industry. Major introduction by Professor Geoffrey Lipman. OUT NOW

The NEW Sustainable Destination Report 2011 which will provide both a report on the current progress of destinations towards sustainability and a guide to the most powerful and effective initiatives and methods bringing really beneficial and sustainable tourism to destinations everywhere. Major contribution from Cape Town Tourism and ABTA. OUT NOW

The Sustainable Tourism Report 2011. Now in its 9th year this definitive, comprehensive annual report provides everything that a travel and tourism professional needs to know about sustainable tourism both from outbound and an inbound aspects. Due out May/June

The Tourism and Carbon Market Guide 2011. Global warming is by far the biggest challenge the travel and tourism market has ever faced – but there are many opportunities too, for the second year, this guide sets out to survey the industry,  and offer the opportunities. Due out May/June

SustainableTourism2011 is designed to enable you to communicate all the basic information about sustainable tourism benefits to your stakeholders, suppliers, network, employees and partners – in a truly accessible and engaging format. Due out June

Sustainable Tourism Report Suite supporters are:
Change for Tomorrow, Discover Ltd, Cape Town Tourism, Innovation Norway, Six Senses Resorts and Spas, Virgin Holidays, ABTA, Thomas Cook, Ogilvy PR.

Just a few comments about the Sustainable Tourism Report Suite 2010: “Very useful and insightful report would recommend” Thea Chiesa World Economic Forum.“The report is an inspiration” Ingunn Sornes Innovation Norway “The report makes it easy to do our work” Dagmar Schrieber Kazakhstan Tourism Association”

Report subscribers and purchasers include these and more organisations: Booz & Co, UNWTO, World Economic Forum, Eihab Oman, MCI Management Center Innsbruck, Sustainable Travel International, Mesoamerican Reef Leadership Program, Singita Africa, Ecole Hoteliere de Lausanne, Kazakhstan Tourism, Rezidor Hotel Group, Internationale Fachhochschule Bad Honnef , WWF, Sustainable Side of the Street, Northern Ireland Tourist Board, University of Brighton, Tourism Ireland, The Nature Conservancy, Cleaner Climate, Micato Safaris, Hilton Hotels Corp, Visit Britain, Visit England, Visit Scotland, Canada Tourism, Tourism Innovation Group, Dublin Institute of Technology, Sabre Holdings, EplerWood Consultancy, Nichols Tourism Group, The Adventure Company, Exclusively Canada, University of Wales, University of Guelph, IFC, Griffith University, Australia, Yukon Tourist Board, Ipswich College, Prince of Wales International Business Leaders Forum, The Tourism Company, Citizen Development Corps, University of Hertfordshire, Disney Corp, Anglia Ruskin University, Kidderminster College, Olive Green Group, and many, many more.