Case Study: Promoting Sustainable Tourism in Aberdeenshire

Objectives

1. Increase Visitor Numbers: Attract 20% more visitors over the next two years.
2. Promote Sustainable Practices: Encourage eco-friendly behaviors among visitors and local businesses.
3. Enhance Local Community Benefits: Ensure that tourism contributes positively to the local economy and culture.

Strategic Initiatives

1. Sustainable Tourism Campaign

We launched the "Explore Green, Live Green" campaign, highlighting sustainable activities such as hiking, cycling, and local farm tours. This campaign featured:

• Social Media Engagement: Regular posts showcasing eco-friendly activities, local events, and testimonials from visitors.
• Collaborations with Influencers: Partnering with eco-conscious travel influencers to reach wider audiences.

2. Eco-Certification Program

To promote sustainability among local businesses, we introduced an Eco-Certification program. This initiative included:

• Training Workshops: Offering workshops on sustainable practices for hospitality and tourism operators.
• Certification Badges: Providing badges for businesses that meet sustainability criteria, enhancing their visibility to eco-conscious travelers.

3. Community Involvement

Engaging the local community was crucial. We implemented:

• Community Events: Organizing regular clean-up days and cultural festivals to foster local pride and attract visitors.
• Feedback Mechanisms: Establishing a visitor feedback system to gather insights and suggestions from both tourists and residents.