Devon and Cornwall, home to Analogy and known for breathtaking coastlines, landscapes and rich cultural heritage… ever popular with holidaymakers and facing the enormous challenge of ensuring that our tourism sectors grow sustainably.
Just how do we do that? And why are communications and PR so vital in making it happen?
Tapping into Demand for Sustainable Tourism
Especially since the pandemic, holidaymakers are increasingly drawn to destinations that offer environmentally friendly options and opportunities to support local communities. Both Devon and Cornwall are beginning to capitalise on this shift.
For instance, Devon promotes “slow travel” — encouraging tourists to explore by foot, bike, or public transport. Meanwhile, Cornwall leads with initiatives like wetsuit recycling for repair and reuse, and the Cornish Plastic Pollution Coalition, protecting the marine environment that defines its rugged coastlines.
Right now these initiatives are little-known outside of a few corners of the internet but with targeted influencer collaboration and visible showcasing at tourist hotspots, they could max out their impact.
Challenges on the Path to Sustainability
It’s not all smooth sailing, of course. The seasonal nature of tourism creates peaks and troughs that can overwhelm our local infrastructure and significantly affect our quality of life as residents.
Moreover, there’s a huge risk of ‘loving these places to death’, where we see over-stretch in tourism at peak times damaging the very landscapes that attract visitors to our beautiful part of the country.
The Role of Strategic Communications and PR
Here’s where strategic PR and communications can really make a difference.
By engaging with local leaders, stakeholders, and the media, PR professionals can help craft and control the narrative around sustainable tourism.
1. Educating and Engaging the Public: We can use communications and PR to teach both locals and tourists about sustainable practices. Think campaigns that encourage supporting local businesses, respecting natural habitats, and engaging in community-led conservation efforts. Good storytelling and clear messaging can help build a community-wide commitment to sustainability.
2. Promoting Year-Round Tourism: To tackle the seasonal swings, why not showcase what Devon and Cornwall have to offer beyond the summer months? Whether it’s cultural festivals in the cooler seasons or culinary adventures that highlight local produce in the autumn, there’s a lot to draw visitors all year round. This not only helps even out the economic benefits of tourism but also keeps local businesses thriving. Seeing our favourite places closed in January and February makes the winter long and lonely, doesn’t it?
3. Showcasing Unique Sustainable Initiatives: Each area has its own sustainability stars. From the Eden Project in Cornwall to the South West Coast Path around the peninsula, these assets are PR gold, positioning the regions as leaders in thoughtful, sustainable tourism.
4. Leveraging Influencers and Media: Collaborating with influencers and the media can boost the visibility of Devon and Cornwall’s sustainable efforts. Influencers can show their followers how to travel responsibly, while regular press coverage keeps sustainability in the public eye, celebrating ongoing efforts and successes.
Looking Ahead: A Sustainable Vision
For Devon and Cornwall, the potential to set examples for sustainable tourism in the UK is immense. With strategic communications and PR, we can turn challenges into advantages, educating, engaging, and promoting sustainable practices. By doing so, our region can not only maintain but enhance our reputation as as a leader in sustainable tourism.
Let’s keep pushing the conversation and actions towards sustainability — with communications and PR leading the charge, the future of tourism in Devon and Cornwall is not just bright; it’s sustainable.
