‘MAKE IT COUNT: How to Scale up the Sales of Sustainable Tourism Products’ presents a collection of proven, recommended actions showing what leading tour operators and their ground agents are doing to sell more sustainable customer experiences.
Case studies come from 11 UK tour operators and 13 ground agents from destinations as diverse as Brazil, Cyprus, Costa Rica, India, South Africa, Thailand and Nepal. Contributors include some of the world’s largest tour operators; established leaders in small group travel; and smaller, highly expert, niche operators.
The guide was funded by the Travel Foundation. It is based on Peter Richards’ graduate research at Leeds Beckett University.
“An exceptional achievement … This pioneering guide bridges the gap between outbound tour operators and responsible ground agents. It will surely help to scale up grass-roots responsible tourism products! The guide will also help small-scale responsible tourism suppliers understand how to incentivise and communicate their initiatives and the positive impact they make, to international partners.“ — Amy McLoughlin, Wild Asia Responsible Travel Awards
“The ‘Make it Count’ guide is an excellent source of reference for tour operators and ground operators looking for inspiration to revitalise their customer experiences in destinations. The selection of case studies from around the world demonstrates clearly that sustainability really does sell. The keys are in sourcing good quality products and services that put the destination first, teamwork inside and between companies, and proactive marketing and communication … The guide is easy to navigate, with clear concise hints and tips which are relevant to a variety of roles whether you’re working with a large tour operating business or as independent ground agent. No matter where you are on your sustainability journey, I’m sure the ‘Make it Count’ guide will serve as motivation and inspiration for all of us!” — Jo Hendrix, former sustainability manager, Thomas Cook
