Our sustainable approach

Our pledge for desirable, sustainable and people-powered tourism

The Nouvelle-Aquitaine Regional Tourist Board is firmly committed to changing its ways to address the issues facing the future of tourism. Whether it be climate, inclusion, appeal or green transition, our mission is to create a more mindful and fairer tourism model that’s as inspiring as ever.interpreting these sustainable initiatives.

Contents

A NEW NARRATIVE TO SPARK WANDERLUST

Our new destination narrative forms the core of our strategy and reinvents how we talk about holidays. Say goodbye to tourist to-do lists and say hello to a more connected way of travelling:

Connect with yourself: relax in a spa, reunite with your breath on a yoga retreat, rediscover your own rhythm, body and mind.
Connect with nature: explore a region home to some of the best-preserved coastlines in Europe and protected nature sites that account for 25% of the land. Go hiking, try paddleboarding, feast your eyes and soak up the great outdoors.
Connect with others: embrace the social value of travel. Bonding with the community takes centre stage here; our restaurateurs, artisans, producers, artists and locals all love meeting new people and getting together.

This narrative shapes our actions, our campaigns and our packages. It gives real meaning to visitor experiences and creates a new sense of desirability based on quality over quantity.

BUILD A LONG-TERM SUSTAINABLE PROMOTIONAL STRATEGY

Our strategy is based on three-year promotional campaigns targeting markets to improve consistency and avoid repetition. Our audiences are chosen for their awareness of sustainability and carbon footprint, whilst our resources are designed to address seasonality and promote responsible tourist flows.

USE SUSTAINABILITY INDICATORS TO ENCOURAGE MINDFUL ACTION

The sustainability indicators (GHG emissions per tourist, per project etc.) we apply to our management and communication tools help guide decisions for both ourselves and our partners.

PROMOTE REWARDING, INCLUSIVE AND INSPIRING TOURISM

We design and promote low-carbon, train-friendly breaks ideal for mini breaks and spending time in the great outdoors. Not only do we highlight inclusive tourism such as services for disabled visitors, but we also raise awareness among visitors about the benefits of slower, more mindful and more rewarding travel.

LEAD BY EXAMPLE

We practice what we preach: we take the train for business trips within 7 hours, we’ve dropped promotional merchandise, we use sustainable printing policies, we reuse exhibition materials and serve vegetarian meals as standard at our events.

HELP PROFESSIONALS IN THEIR TRANSITION TO GREEN TOURISM

The Tourist Board is also there for regional tourism figures. We help professionals to build their skills, raise awareness of environmental and social issues as well as identify the resources and labels available (European Ecolabel, Green Key, Tourisme & Handicap, Accueil Vélo etc.) to help them build on and elevate their services.

SUPPORT THOSE WHO NEED IT MOST

We believe that holidays are a human right, which is why we are wholeheartedly committed to giving disadvantaged people the chance to take a break with the help of organisations such as the Agence Nationale pour les Chèques-Vacances (holiday vouchers association) and the Union Nationale des Associations de Tourisme et de Plein Air (accessible tourism union).

JOIN FORCES WITH LIKE-MINDED PARTNERS

We work with organisations that share our values, such as the Surfrider Foundation, Adventure Travel Trade Association, SNCF, ADEME, MAIF Risk Prevention Association and Deutsche Bahn to create responsible, credible and inspiring campaigns together.

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