Reducing tourism seasonality through sustainable experiences

In this webinar, participants heard from Dr Xavier Font, professor of Sustainability Marketing at the University of Surrey, United Kingdom. During his presentation, he detailed the six steps that small businesses and destination managers can undertake to design and market off-season offers, in a sustainable way.

During the one-hour presentation, Xavier underlined the importance of getting creative. Yes, marketing off-season tourism will require extra effort. However, the beauty, according to Xavier, is that there is time to create individual offers, package deals, and immersive experiences, that play with visitors senses.

Xavier presented materials that were developed in the EU Interreg funded “EXPERIENCE” project. These materials will support users in delivering training in their destination, and include a 67-page report and a set of PowerPoint slides, in English and French.

A wealth of information, tips and best practice examples can be found in Xavier’s presentation:

Download his presentation

About the Speaker

Dr Xavier Font is professor of Sustainability Marketing at the University of Surrey, United Kingdom. He researches and develops methods of sustainable tourism production and consumption. He has published widely about sustainable tourism certification, and has consulted on sustainable product development, marketing and communication. He currently serves as an advisor in Prince Harry’s Travalyst coalition of, Tripadvisor, Google, Expedia, Skyscanner, Visa and Trip. Furthermore, he has conducted over 150 courses for more than 5,000 businesses on how to market and communicate sustainability. He is currently the Principal Investigator for the University of Surrey for the €23m Interreg project “EXPERIENCE”, which aims to develop low season sustainable tourism visitor experiences.