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SNOWCARBON Snowcarbon is based in London and campaigns in the UK and in the Alps for the sustainability of ski holidays by encouraging, enabling and inspiring skiers to travel to ski resorts by train instead of flying or driving. Daniel Elkan, Co-founder



Why did you select this campaign? Currently, only around 9% of ski holidays originating from the UK involve travelling by train. I found this surprising as surveys amongst skiers show that they would prefer to travel by rail because it is judged more convenient than flying; in most cases, it ends up being actually quicker too! How did you campaign?



We wanted to educate but also help consumers plan their holidays. First, we created an entertaining, informative film that ‘explodes’ the myth that flying is faster. The film titled “Train versus Plane” also shows what the journey is actually like - this helps skiers realise that rail travel is also more comfortable. Our second action was to create a website where you can find our “Snowcarbon Journey Planner” which provides train timetables to

skiers in a clear format. For years, UK-based skiers have complained about poor train timetable information and the difficulty in assessing the suitability of rail travel options to the Alps. How do you know that campaign is working?


This is very difficult to assess but we have some idea of how popular our film has been so far. It has been viewed 947 times on Rail Europe; 3,660 on Ski Club and 5,601 on YouTube. Viewers are enthusiastic and comments include “great film”, “brilliant piece capturing the alternative transport so frequently overlooked”. Crucially, it has generated widespread coverage in the travel media, including The Mail on Sunday, Travelmole, TimesOnline and PlanetSKI. Our campaign has taken a very positive approach, avoiding negativity and guilt-mongering. We have helped tour operators and resorts provide more informative rail travel; and since the Alps represent 4-11% of global tourism, our campaign could make a real impact on reducing pollution.



e are proud to announce that the World Responsible Tourism Awards has dedicated supporters who help us raise the profile of the awards and winners and the practices they promote.

ABTA ABTA is the UK’s leading travel association; they have been at the heart of travel for over 60 years. Their purpose is to help their members grow their businesses successfully and sustainably, and to help their customers – the travelling public – have confidence in their travel experience. The ABTA brand stands for expertise, reliability and fairness. ABTA is committed to supporting responsible tourism and promoting sustainable business practices among travel businesses at home and abroad. Visit

ANTOR ANTOR is the principle organisation for the world’s tourist offices. Its UK membership comprises of over 60 national and regional tourist offices represented in Britain. ANTOR

celebrated its 60th anniversary in 2012. ANTOR’s objectives include providing a fraternal forum for its members to meet and exchange ideas, to forge close relationships with all other sectors of the travel industry, to be recognised as one of the foremost advocates of responsible tourism and to comment on a wide range of issues affecting worldwide travel and tourism. Visit

advocacy, human resource development, research and information technology. The CTO has been staging its Annual Conference on Sustainable Tourism Development, otherwise known as the Sustainable Tourism Conference (STC) since 1997. Visit

Our Land - holidays, activities and short breaks in National Parks and The Caribbean Tourism AONBs Our Land Organisation (CTO)

The Caribbean Tourism Organisation (CTO), with headquarters in Barbados and offices in New York and London, is the Caribbean’s tourism development agency comprising membership of over 30 governments and of a myriad of private sector entities. The CTO’s vision is to position the Caribbean as the most desirable, year round, warm weather destination by 2017, and its message is “Leading Sustainable Tourism - One Sea, One Voice, One Caribbean”. The organisation provides specialised support and technical assistance to members in the areas of sustainable tourism development, marketing, communications,

is a collaboration between National Parks and Areas of Outstanding Natural Beauty (AONB) to develop and market rural responsible tourism in UK protected landscapes. It is the first time Our Land protected landscapes have worked together on a shared tourism initiative and is the only place online for a visitor to find a holiday in a collection of National Parks and AONBs. All Our Land accommodations, activities, tours and attractions put the stories of the landscape at the heart of the tourist experience to provide visitors with a distinctive landscape holiday that can compete with the lure of international short breaks. Holidays on Our Land include

staying in characteristic buildings, sampling home grown food and drink, hearing folk stories, and watching local wildlife - all involve meeting people who are passionate about their landscape. Visit

The Tourism Society The Tourism Society is the professional membership body for people working in the tourism and travel industry, whether directly or indirectly, in the UK and overseas. Existing members represent tour operators, hotel chains, PR, marketing and representation companies, tourist attractions, national, regional and local tourist boards, restaurants, trade media, charities, consultants, academics, students and educational establishments, among others. Their regular meetings held around the country, as well as their quarterly journal ‘Tourism’, and active social media groups keep members up to date with industry developments and key discussion topics. Why not join? Visit

PATA The Pacific Asia Travel Association UK Chapter (PATA UK Chapter), originally formed in 1962 with just 12 members, belongs to the PATA international network of 39 worldwide chapters. Formed over 50 years ago with headquarters in Bangkok, PATA is a global organisation with over 2,500 members comprising 42 Member Destinations and their airlines, hotel groups, tour operators and travel agents. PATA is the leader, advocate and catalyst for developing Asia Pacific’s travel and tourism industry. PATA UK organises a nationwide calendar of events to put members in direct contact with UK travel agents and tour operators. Please visit for more details and keep up to date on twitter @pacificasiauk.


World Responsible Tourism Awards 2013 newspaper  

All the winners' stories from the World Responsible Tourism Awards 2013

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