Will VisitBritain Miss the Green Boat?

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 beginner accreditation scheme – Green Start.

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 2 years time at hotels and guest houses who rely on VisitBritain’s global marketing to attract their guests.

The meantime is, however, a challenge. 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.

So, what is VisitBritain doing to create and promote its green credentials?

VisitBritain’s Green Start programme was launched at the recent BTTF. 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 to get businesses on the first rung of the green stepladder. 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 Business Scheme (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 so currently only Green Tourism establishments.

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.

Said Jason Freezer, VisitBritain’s sustainable tourism project manager “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.”

All over the globe, destination marketing organisations are striving to green up in an effort to grab the green market. Moreover, green means more than a pretty marketing colour – green also means local purchasing and employment, protection of local environments and cultures Green should create and enhance the quality of life in tourism destinations.

It would be a pity if Britain, once seen as the world’s greatest heritage destination, were to miss the Green Boat.

Valere Tjolle

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