06 Nov 2013
The Sustainable Destination Leadership Network shares the results of its insight study,2013 Traveler Perspectives on Destinations and Sustainability, at World Travel Market
LONDON – Destinations must go beyond the basics to demonstrate a commitment to sustainability, and travelers are looking to experience destinations much like residents do. These were among the key findings from the Sustainable Destination Leadership Network’s (SDLN) insight study released today, entitled The 2013 Traveler Perspectives on Destinations and Sustainability.
The SDLN implemented a qualitative and quantitative research study in recent months in collaboration with its research partner, MercuryCSC, with the goal of exploring the consumer perspective on sustainable travel and the role destinations play in that experience. The insights from the report will also provide the SDLN with a springboard for discussion and collaboration.
“Destination managers are most successful when they elevate the sustainability conversation beyond tourism industry suppliers and businesses,” said Dr. Louise Twining-Ward, President at Sustainable Travel International, which convenes the SDLN. “Recognizing sustainable destination management is a shared responsibility their mandate must be to work collaboratively with government at all levels, the private sector and civil society to address the bigger challenge and question of how to protect sense of place for residents and visitors alike.”
The group of travelers who participated in the study, termed Geotravelers by National Geographic, value the historic, cultural, and environmental authenticity of the places they visit. A destination committed to sustainability on all levels can provide them with the experiences they seek.
“The research shows that the target audience for sustainable destinations is both smart and environmentally aware,” said Maclaren Latta, Vice President of Consumer Insights at MercuryCSC. “Talking about and demonstrating the direct results and benefits of sustainable practices, such as vibrant local cultures, pristine beaches, and convenient public transportation, is more impactful than simply describing a destination as ‘green’ or ‘sustainable’”.
Research highlights were shared as part of the SDLN’s official launch event, taking place today at the World Travel Market in London. Guest speakers at the event included Zoltan Somogyi, Executive Director at UNWTO, Todd Davidson, CEO of Travel Oregon, Professor Geoffrey Lipman of Greenearth.travel and the International Coalition of Tourism Partners (ICTP), Keith Bellows, Editor in Chief at National Geographic Traveler, and Dr. Louise Twining-Ward, President of Sustainable Travel International.
The SDLN is a community of tourism authorities united in the progression of sustainable destination management. Founding partners Innovation Norway, Mt. Huangshan Administrative Committee (China), St. Kitts & Nevis, Travel Oregon (USA) and Travel Portland (USA) are actively engaged in transforming the travel industry by fostering sustainable tourism at the destination level.
###
About the Sustainable Destination Leadership Network (http://sustainabletravel.org/program/sustainable-destination-leadership-network/)
The Sustainable Destination Leadership Network facilitates peer learning and information exchange. Participating destinations work together to tackle salient challenges and embed sustainability into their policies, strategies, day-to-day management, and marketing. Benefits include exclusive access to cutting-edge research, interaction with experts from inside and outside the industry, meaningful dialogue and collaboration with destinations worldwide, and global marketing efforts focused on thought leadership and the advancement of common goals.
About Sustainable Travel International (www.sustainabletravel.org)
Sustainable Travel International is a non-profit organization with a purpose. We’ve been collaborating with destinations, businesses and travelers to implement innovative sustainable tourism development and conservation solutions since 2002. We combine the mission and transparency of a non-profit NGO with the business acumen and expertise of the private sector, ensuring our partners achieve their desired results and receive a strong return on investment.
About MercuryCSC (www.mercurycsc.com)
MercuryCSC is an award-winning integrated communications agency based in Bozeman, Montana (USA). As a leading voice in the tourism industry, Mercury successfully connects brands and destinations with people who value authentic places and immersive experiences – the Geotraveler. In collaboration with Sustainable Travel International, Mercury’s proprietary research provides the SDLN with the knowledge and tools to enhance sustainable tourism practices and global outcomes over time.
Media Contacts
Jeremy Sampson
Senior Director, Marketing and Communications
Sustainable Travel International
415.806.5630
Maclaren Latta
VP of Consumer Insights
MercuryCSC
maclaren.latta@mercurycsc.com
406-922-2308
