Working with the tourism sector

Working with the tourism sector can be a win-win for all involved. Accommodation providers and destination marketing organisations are often keen to promote sustainable travel when advising guests about how to reach them, as this enhances their green credentials and helps reduce traffic, parking problems and pollution.

Tourism businesses also like to promote a range of day trips to their guests – and rail can extend the options greatly. Take advantage of this by supplying them with timetables, leaflets, advice and social media posts. By doing this, the tourism sector can become one of your best allies in spreading the word about leisure trips by train.

Visit Poldark country by train
Cornwall (UK)

Cornwall’s natural beauty and mining heritage has been in the media spotlight thanks to the BBC’s Poldark series. To take advantage of this, the Devon & Cornwall Rail Partnership mounted a “Visit Poldark country by train” promotion. In partnership with the destination marketing organisation Visit Cornwall, they produced a guide (in leaflet and mini-website formats) explaining how to visit Poldark filming locations by train. This was launched with a stand at London Paddington station (pictured). The promotion helped to increase traffic to the Partnership’s website by 40%. Visit the mini-website.

Restaurant and information centre
Utrecht (Netherlands)

A vacant space at Driebergen-Zeist station has now been transformed into an information centre and tourism office for the Utrechtse Heuvelrug national park, combined with a modern restaurant.

The new facility uses solar and wind energy, and has a revolving door which generates electricity as customers enter and exit. Read more.

JOIN UP

Join your local tourism association. This usually involves a fairly low cost annual fee but it does mean you will get updates on what is going on locally, as well as access to training and information days.

OFFER TALKS

Offer to give talks for other members of the tourism association about how the railway can help them. This can build goodwill and allows you to expand your network of contacts.

TIME YOUR APPROACH

Think about timings. The best time to forge relationships in the tourism industry is during the winter when tourism providers are less busy. You will be more likely to get a positive response if you choose the right moment.

ADD VALUE

Think about added value. Speak to your local tourist attraction about discounts for people who come by train. If they agree, do a press launch and get the story in the local papers. They will be grateful for the extra publicity.