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Sustainable Tourism to Build Back Better

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Sustainable Tourism to Build Back Better Promoting sustainable tourism to build back better Alice Mannion Tourism & heritage officer Learning outcomes • • • Discussion points • • • • • • Sustainable tourism According to the World Tourism Organization, sustainable tourism is: “Tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment, and host communities” unwto.org/covid-19-oneplanet-responsible-recovery Sustainable tourism Source: ForesightFactory via VisitEngland green-tourism.com/campaigns/sustainability-post-lockdown Research visitor trends Working with partners • • • • • • Working with your train operating company(s) • • Social media • • • • Social media Social media Key points checklist • • • • • • • How can Community Rail Network help? • • • • Useful links • • • Sustainable Tourism Who am I? Jo Quinney from Anglesey, North Wales Marketing and PR practitioner Over 20 years experience Working in tourism: • Outdoor adventure • Narrow gauge steam railways qmpr.co.uk | greatlittletrainsofwales.co.uk | walesonrails.co.uk Sustainable Tourism What am I going to talk about? Intro to my tourism work. About Great Little Trains of Wales Limited. Scenic Wales AKA Wales on Rails – Spring 2019 Then COVID happened and challenged and changed the project. Rules are different in Wales. qmpr.co.uk | greatlittletrainsofwales.co.uk | walesonrails.co.uk Well-being of Future Generations (Wales) Act 2015. qmpr.co.uk | greatlittletrainsofwales.co.uk | walesonrails.co.uk Who do I work with? qmpr.co.uk | greatlittletrainsofwales.co.uk | walesonrails.co.uk qmpr.co.uk | greatlittletrainsofwales.co.uk | walesonrails.co.uk Who do I work with? qmpr.co.uk | greatlittletrainsofwales.co.uk | walesonrails.co.uk Great Little Trains of Wales Summer 2018 qmpr.co.uk | greatlittletrainsofwales.co.uk | walesonrails.co.uk Great Little Trains of Wales ITB Berlin, March 2019 qmpr.co.uk | greatlittletrainsofwales.co.uk | walesonrails.co.uk Great Little Trains of Wales The Discount Card qmpr.co.uk | greatlittletrainsofwales.co.uk | walesonrails.co.uk Scenic Wales AKA Wales on Rails – Spring 2019 Apply 2nd Visit Wales Tourism Product Innovation Fund (TPIF) GLToW could lead to promote tourism using public transport NO CARS GLToW aim was to engage with key stakeholders: • Rail, bus, coach and tourism providers With GLToW at the heart of the project qmpr.co.uk | greatlittletrainsofwales.co.uk | walesonrails.co.uk What was the aim Summer 2019? Target UK traveller and international travellers who enter via Holyhead, Liverpool, Manchester, Birmingham and Cardiff. Marketing & PR Delivery of marketing and PR campaign aimed at UK audience demonstrating how to travel around the region using public transport. qmpr.co.uk | greatlittletrainsofwales.co.uk | walesonrails.co.uk Website Routes and maps to join public transport to GLToW members. 18 downloadable itineraries and 12 video experiences Big Train Little Train book A book in line with TfW and Wales brand targeting in-Wales, UK and international visitors. Oyster card (Cockle card) A research project to look at joint ticketing between public transport, GLToW and attractions. qmpr.co.uk | greatlittletrainsofwales.co.uk | walesonrails.co.uk In January 2020 The results: 1st - Wales on Rails / walesonrails.co.uk 31.67% 2nd - Explore Wales by Train / explorebytrain.wales 27.15% 3rd - Scenic Wales / scenicwales.co.uk 12.67% 4th - Explore Wales / explore.wales 11.76% 5th - Great Little Routes of Wales / greatlittleroutesofwales.co.uk 8.60% 6th - Scenic Routes Wales / scenicroutes.wales 7.24% 7th - Rail-way Wales / rail-way.wales 0.90% qmpr.co.uk | greatlittletrainsofwales.co.uk | walesonrails.co.uk Stakeholders Transport for Wales Cambrian Line thecambrianline.co.uk Conwy Valley Line conwyvalleyrailway.co.uk The Heart of Wales Line heart-of-wales.co.uk Borderlands Line www.borderlandsline.com The Shrewsbury to Chester Line scenicrailbritain.com/chestershrewsbury South West Wales Connected southwestwales.co qmpr.co.uk | greatlittletrainsofwales.co.uk | walesonrails.co.uk Visit Wales question all TPIF projects due to pandemic A chance to reshape the project Four phases: • Hyper local short journeys from our doorstep • Tourism inside Wales • Travel to Wales from the UK • Inbound travel to the UK qmpr.co.uk | greatlittletrainsofwales.co.uk | walesonrails.co.uk Great Little Trains of Wales Marketing narrow gauge train travel in Wales qmpr.co.uk | greatlittletrainsofwales.co.uk | walesonrails.co.uk Core themes Themed experiences in North, Mid and South Wales and include: • Adaptable accessibility • Awesome adventure • Fantastic food • Gorgeous gardens • Heroic heritage • Obtainable outdoors qmpr.co.uk | greatlittletrainsofwales.co.uk | walesonrails.co.uk Adapting, delivery to March 2021 • Adapting to restrictions on inbound travel • Marketing to a different audience – locals • Additional messages; COVID safe, local lockdown rules • Are we going to send bloggers on trips in 2021? • Future proof • Well-being of Future Generations (Wales) Act 2015 qmpr.co.uk | greatlittletrainsofwales.co.uk | walesonrails.co.uk qmpr.co.uk | greatlittletrainsofwales.co.uk | walesonrails.co.uk Promoting sustainable tourism to build back better Catherine Croney Community Rail Officer Introduction – about me and my background What I’ll talk about: what we’ve been doing in our CRP to collaborate and work with others to help support the tourism industry how we’re working with PDNPA to help our ‘new visitors’ Share a project from DVLCRP Our future plans Peak District National Park 14 million visitors per year 20 million people live within 1 hour’s drive 50 million people live within 4 hours’ drive Who we are Buxton Line Glossop Line Hope Valley Line The Hope Valley Explorer bus connecting with Our Stations to take visitors to visitor attractions in Castleton and the Upper Derwent Valley. Audio commentary on board. Summer only. Working in partnership New panels with High Peak Borough Council as part of Working with The National Trust and Disley Parish Council its regeneration project boosting tourism to promote Disley’s visitor experience Our busy stations Local projects to help promote our towns and encourage people back to the Peak District What are the visitor issues especially in the countryside? Different audiences visiting the Peak District Lack of knowledge of the area Understanding how to ‘behave’ in the countryside How to get here and where to go PARKING Supporting the Peak District National Park’s new Countryside Code campaign. Banners at the stations in the Hope Valley Working with the National Park Rangers Short walks to guide people and give them a positive experience Introduce key messages around sustainable travel Derwent Valley Line Runs alongside the Derwent Valley Mills World Heritage Site Scenic rail journey with attractions Natural and cultural heritage Our plans for the future (COVID permitting) Identify key events/anniversaries that our CRP can align with o 2021 is the 70th anniversary of the PDNP o 2022 is the 90th anniversary of the Mass Trespass (Hope Valley) Engage more with our DMO – Visit Peak District through better marketing of rail travel to the area Develop a joint marketing project with the Youth Hostel Association to promote rail travel to Castleton, Edale and Hathersage hostels Build on the Hope Valley Explorer bus and tie in with existing cycling initiatives e.g discount cycle hire if travelling by train Continue to support our station groups and communities in developing tourism projects .
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