Locum Destination Review - Issue 8

The journal of record for the global destination industry

Editorial

The United Nations has designated 2002 the International Year of Ecotourism. In this issue of Locum Destination Review, we look in detail at ecotourism and other forms of ‘niche’ tourism. We also hear from some of the most distinguished names in the museum world, whose contributions we present collectively as a ‘good housekeeping guide’ for cultural destinations. And we keep you informed about the most recent initiatives to aid recovery of the UK’s troubled destination economy.

Ecotourism, as defined by the World Tourism Organisation, is the fastest-growing sector of global tourism. Yet the term itself remains disliked by many British commentators, many of whom dismiss it as little more than ‘marketing babble’. Among the dissenters is Tim Smit, leader of the Eden Project in Cornwall – more than a little surprising, given the environmental story being told to Eden’s millions of visitors. As well as finding out about his personal motivations and inspirations, we speak to him about the original vision behind the project, the teamwork that has helped Eden to become one of the UK’s most popular visitor destinations, and the forward planning being done to ensure an equally successful future.

Elsewhere, Dorothy Mackenzie argues that, regardless of current uncertainties over the term ‘ecotourism’, environmental awareness is with us to stay. She urges travel and tourism operators, so often a target of green campaigners, to see this development as an opportunity to incorporate better environmental performance into their brand stories. We interview someone whose company has already achieved this with distinction over many years, and has consequently reaped the rewards, Nick Van Gruisen of Worldwide Journeys & Expeditions. We find out how WJ&E became one of the leading specialists in the tailor-made holiday market.

We also feature contributions on marine tourism on the Great Barrier Reef, health tourism in the UK and religious tourism in England and France, three examples of the other forms of speciality tourism undergoing renewed growth in the international destination industry. Evidence of further growth in another burgeoning niche market – sport and activity tourism – was seen at the end of May, when one of the world’s largest tour operators, Thomas Cook, signed a deal with Xscape, the mixed-use leisure destination in Milton Keynes run by PY Gerbeau (interviewed in the Summer 2001 issue of Locum Destination Review), to operate a 2,000-square-foot store in the complex as a shop window for its Thomas Cook Active brand. The era of speciality tourism for the masses is clearly underway.

We are honoured and delighted to be able to present a series of articles by directors of some of the world’s leading museums. Our esteemed authors draw upon their vast professional experience to bring you advice and opinion on cultural destination management. Their contributions cover all aspects of museum strategy and operation, including vision and mission planning, branding and positioning, product development, collections management, outreach, and marketing.

We conclude with a look at various developments within the British tourism industry, as it attempts to haul itself out of the abyss that was 2001. This includes a report on the emergence of the Tourism Alliance, a new body chaired by Digby Jones, Director-General of the CBI, which has set out to create a unified voice for the tourism industry in the UK. Back in the spring of 2001, as part of our special feature on ‘Destination UK’, Locum Destination Review ran an interview with Sir John Egan, at the end of which we suggested that he would be the ideal person to move forward the marketing of Britain. It was with considerable delight, therefore, that we noted the appointed of Sir John as the new president of the CBI just days ago. With the combined talents of Sir John and Digby Jones leading the charge, the flame of hope will burn more brightly for Destination UK.

Owen Burdekin
Editor