Tourism businesses from around the region will join forces next week to learn what visitors want from a green holiday.

Surveys show visitors increasingly expect their holidays to be green. But this is often matched by non-environmentally friendly expectations for en-suite spa baths, flat screen TVs and patio heaters!

The free event called 'Keen to be Green? - Understanding & Responding to Visitors' Changing Expectations' will take place at the Riviera International Conference Centre in Torquay on Monday 28 April.

The event is being sponsored by the South West of England Regional Development Agency (RDA) and South West Tourism, and supported by the Torbay Development Agency and Destination Devon.

It will focus on how tourism businesses can best respond to these contradictory demands; how best to promote green credentials and how to motivate visitors to be greener while relaxing on holiday.

It will also provide an opportunity for tourism businesses to hear the latest insights from leading figures and the latest consumer research. Speakers include:

* Alastair Sawday - the inspiration behind "Special Places to Stay",

on his passion for holidays that are distinctive, green and slow.

* Neil Lewis from Marks and Spencer - on how building ethics into the business can transform how the customer sees you.

* Caroline Scarles from the University of Surrey - presents the latest national research on how the public feels about greener holidays.

Maureen McAllister, Head of Culture and Tourism at South West RDA, said: "We're sponsoring this event because we are committed to leading the region towards a low carbon economy. The South West has more than 10,000 tourism businesses, which contribute over £5 billion to the economy and employ around 225,000 people, so it's essential that the industry makes the most out of the opportunities that the green revolution brings. This event will do just that by helping businesses identify ways in which they can satisfy the demands of their clients whilst also reducing their environmental impact."

Malcolm Bell, Chief Executive of South West Tourism, said: "With more green certified tourism businesses than any other region in the UK, the South West is already making good progress. However, both as a destination and as individual businesses, we need to get better at communicating this to visitors - telling them what we've done and motivating them to join in. The speakers will provide us with an excellent insight into how to do this and we're sure it will help and inspire the businesses attending."

Aviva Pearson, Director of Tourism, from Torbay Development Agency, said: "We are delighted to be hosting the "Keen to be Green?" event, especially at our very own Riviera International Conference Centre where Nicky and her team have worked extremely hard to gain a silver Green Tourism Business Scheme award. Sustainable tourism development is high on the agenda for us as a destination and as a result, we're seeing an influx of interest from local businesses wanting to "go green". As research tells us, consumers associate green products with quality products so those businesses will have a competitive advantage."

Notes to editors

The South West RDA leads the development of a sustainable economy, investing to unlock the region's business potential. It works in partnership with public, private and social purpose organisations to drive up the region's productivity by giving people the skills they need, encouraging enterprise, improving infrastructure, regenerating places, and promoting the strengths of the region. For more information see www.southwestrda.org.uk

In 2000, South West England hosted a fifth of all tourism trips in England, being surpassed only by London as a tourism destination. Visitor spending contributed over £5 billion to the regional economy, with tourism supporting around 225,000 jobs. The nature and distribution of tourism has changed so that virtually all communities are now touched in some way by tourism. More than 10,000 businesses are involved in the provision of accommodation and attractions in the region. Many others in the retail, catering and transport sectors rely on tourism spending.

For more details contact: Rachel Price, South West RDA press office - Tel: 01392 229548

[b]Press Office
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South West of England Regional Development Agency

Tel: 44 (0) 1392 229548

Email: fiona.clampin@southwestrda.org.uk

Web Site: www.southwestrda.org.uk