The document discusses the Cornwall Sustainable Tourism (CoaST) project and One Planet Tourism Network. It describes CoaST as a small social enterprise focused on ensuring tourism contributes to a resilient present and future for Cornwall. CoaST has over 1,300 members across the UK and other countries and aims to stimulate sustainable business practices and generate positive change through networking and inspiring others. The document emphasizes the importance of storytelling, leadership, and positive messaging in influencing attitudes towards sustainability.

1. CoaST: Change for Good The National Association of Areas of Outstanding Natural Beauty 13 th Annual Conference Tremough Campus, Cornwall CoaST: Cornwall Sustainable Tourism Project & The One Planet Tourism Network One Planet Tourism www.coastproject.co.uk

2. CoaST : a small, independent not for private profit social enterprise, founded 8 years ago, and just growing… Our job: to help ensure tourism contributes to a resilient present – and future Over 1,300 members One of the fastest growing networks of its kind… One Planet Tourism www.coastproject.co.uk

3. One Planet Tourism www.coastproject.co.uk (from this in 2004…) “ environmental input does NOT equal economic output ”.

4. To this: Not just Cornwall. Not just tourism. One Planet Tourism www.coastproject.co.uk

5. One Planet Tourism www.coastproject.co.uk across the UK…

6. Taiwan Chile New Zealand South Africa Oz Cyprus Scotland Wales Ireland US Canada Italy Venezuela France Poland Sierra Leone Slovakia Contagious change...happening whether we’re ready or not…

7. One Planet Tourism www.coastproject.co.uk Context: Tourism is a big deal in Cornwall: - over 25% of our GDP - employs one in five of our population - brings in £1.7b pa - over 80% of visitors coming here because of the environment That’s a Big Thing to be operating unsustainably.

9. Game Changers. Early Adopters. Bell Cows . Positive Deviants.

10. One Planet Tourism www.coastproject.co.uk Talking sheep.

11. One Planet Tourism www.coastproject.co.uk “ Changing attitudes towards climate change is not like selling a particular brand of soap – it’s like convincing someone to use soap in the first place.” Futerra

12. One Planet Tourism www.coastproject.co.uk It comes down to influence. It comes down to communication ; and inspiration.

13. This is the science bit. Concentrate.

14. visitors councillors colleagues peer businesses friends family mates employees employers neighbours supply chains our children distributed leadership positive deviance young, middling and old champions Trojan mice trusted advisors

15. One Planet Tourism www.coastproject.co.uk 1: (only) connect

16. One Planet Tourism www.coastproject.co.uk Understand it’s an emotional connection that works. Use the right words. Draw a great picture. Tell an amazing story. Animate, bring to life our mission to protect and enhance the landscape. And HRH said it: “we are as much a part of the whole system of the thing” as is nature

17. 1 million seconds: 1 billion seconds: 1 trillion seconds: Stories not numbers: values not stuff; setting light to someone’s mind… how you say something really matters. 12 days 31 years 31,688 years

18. We should listen to ourselves sometimes. One Planet Tourism www.coastproject.co.uk

19. One Planet Tourism www.coastproject.co.uk And just because it makes perfect sense to you …

20. One Planet Tourism www.coastproject.co.uk Draw the right pictures in people’s minds. the economy society The environment

21. And especially to remind ourselves… (imagine a world where we justified economic activity by its contribution to social wellbeing and environmental growth.) society the environment the economy

22. … over three hundred people qualified with a BTEC in Sustainable Tourism (the first in the UK). - 3 day course - includes writing an environmental policy - starts writing a green certification action plan people, place and prosperity www.coastproject.co.uk

23. people, place and prosperity www.coastproject.co.uk

24. people, place and prosperity www.coastproject.co.uk

25. Fowey’s very own Visitor Charter One Planet Tourism www.coastproject.co.uk

26. Fowey’s very own Visitor Charter One Planet Tourism www.coastproject.co.uk

27. people, place and prosperity www.coastproject.co.uk pro-sperity: in accordance with our hopes. And the words we use matter. We should use them well. eco-logy: eco-nomics : management of the home; husbandry of our resources. knowledge of our resources

29. One Planet Tourism www.coastproject.co.uk 2: expand

30. people, place and prosperity www.coastproject.co.uk The network thing……

31. One Planet Tourism www.coastproject.co.uk Our job: to generate change. - stimulating micro business action on the ground - going viral - generating “change for good”…

32. Taiwan Chile New Zealand South Africa Oz Cyprus Scotland Wales Ireland US Canada Italy Venezuela France Poland Sierra Leone Slovakia Contagious change...happening whether we’re ready or not…

33. One Planet Tourism www.coastproject.co.uk

34. … big ones…little ones… … two person bands and a dog, or big multilingual green teams… … giving presentations, writing articles, inspiring other businesses, winning awards, provoking their supply chains to change.. One Planet Tourism www.coastproject.co.uk

35. ..and we realised that our Ambassador business weren’t just influencing and inspiring other tourism businesses… they were changing the way our visitors behave : One Planet Tourism www.coastproject.co.uk

36. Doing it right, and thereby, so simply, encouraging their visitors to do the same…

37. … making it easy… …” edited choice”…

38. and explaining why… One Planet Tourism www.coastproject.co.uk

40. .. (captive audiences …) One Planet Tourism www.coastproject.co.uk

41. people, place and prosperity www.coastproject.co.uk … from fish n chip shops…

42. … resort holiday providers …

44. One Planet Tourism www.coastproject.co.uk … from members all across the UK and further, sharing good practice, attending our many events, talking with their visitors, lobbying for change, raising the bar with every action they take…

45. One Planet Tourism www.coastproject.co.uk 3: inspire

46. “ Dear Dave and Leza Thank you so much for the most fantastic break we have just had ! I feel somewhat inspired by your “green” attitude and carrying each bottle and mostly plastic tray outside individually made me realise just how much rubbish we produce. We have the “Green Shop” in Bisley by us and I shall purchase more cleaning material etc from there in the future. Also seeing your fabulous grass roofs made Jason see sense and we hope to have one on our extension when we come to it..”… One Planet Tourism www.coastproject.co.uk

47. This is about selling the sizzle of sustainability; generating excitement of what the world could look like if we did it all right…

48. Or because now it’s personal? He didn’t say…

49. “ The most significant direct impacts made by successful behaviour change campaigns were as a result of the role of leaders and champions …” (DEFRA “Selling Sustainability”, 2008: )

50. leadership positive deviancy sausages and hell the importance of the story social norm passion metrics of change social impact wellbeing the habit habit ego fear resilience Way beyond light bulbs.

51. Two last thoughts: Landscapes for Life… there is an economy of the environment; we talk about eco-system goods and services; but any economy has to be not just about consumption , but equally about investment . … and just in case you ever feel that you just don’t have the energy to get out of bed and make the same arguments to the same people again…..

52. people, place and prosperity www.coastproject.co.uk Don’t stop now, AONB’ers. You’re carrying the fire. Thank you! CoaST: Tel 01872 562 057 [email_address] www.coastproject.co.uk Free membership, open to all… 20 countries and counting