More Opportunities For More People In More Places

Tourism has been built on the equivalent of the big city and the factory.

But now we're entering an age when for increasing numbers the waterfall will appeal more than the water park.

Traditional authenticity will be valued by many, more highly than 5-star luxury.

Many more guests will want to get under the skin of places, not just get tanned there.

We seem to be entering an age when responsible, sustainable, community-involved tourism is what many more people will automatically choose when looking at rural destinations

Just as cars will be electric, so rural holidays will be responsible.

This is increasingly true for the well-off and influential 30+ generation.

They are already the present, never mind the future, for travel and tourism.

Much pre-Covid international travel was built on, and for, the comfortably well off 60+ couple.

But since Covid they are more risk and disease averse and less willing to travel to even slightly 'suspicious' areas.

So much of what this coming 30+ generation want from travel and holidays is different.

They have a high powered, busy, often luxurious city life. It's not what they go on holiday for.

They want to discover and explore, not just 'visit' famous places. That's what they go on holiday for.

Often they can't be away from their demanding jobs for long, so they want 4 and 5 night breaks packed with activities. That's how they go on holiday - and are willing and able to pay for it.

They know all about technology and global communication, but what don't they know about?

Village life, wild life sanctuaries, traditional crafts, heritage dishes. That's what many will go on holiday to discover: an authentic rural heritage.

We're looking at a future where there will be many more popular tourism regions, attractions, and villages.

More authentic activities and nature-based adventures; more local guesthouses and genuine homestays.

More higher priced short breaks; more heritage products and experiences.

More environmental awareness; more demand that travel be responsible and sustainable.

These new approaches to travel mean that there are many exciting opportunities ahead.

But to profit from them we all need to keep thinking ahead.

Tourism projects and businesses need to be environmentally responsible, commercially sustainable, and future-proofed.

Rural tourism, in particular, needs to help sustain village life.

We can help you achieve that.

We can help you reduce risks, reduce wasteful expenditure, reduce development timescales.

We can help you achieve more success, more certainly, more quickly, more smartly, and in more environmentally friendly ways.

That's what the More For More strategy is all about.

Image courtesy of USGS.