All about ABTA – A lecturer’s guide

On 16th June twenty-five tourism lecturers both from HE and FE enjoyed a seminar arranged by ABTA and Andreas Walmsley at ICRT. The purpose of the event was to inform representatives from UK higher education institutions of ABTA’s activities, thereby facilitating closer links with industry. With continued emphasis in HE on employment and the industry relevance of HE programmes ABTA’s efforts in engaging with HE are very welcome.

The seminar covered much ground including the latest data on consumer trends in tourism as well as an overview of resources ABTA makes available for HE staff. A range of speakers from ABTA presented on the day, including a speech by Mark Tanzer, ABTA’s Chief Executive, and John de Vial, ABTA’s Head of Financial Protection. Emphasis was also placed on sustainability with a presentation by Nikki White, Head of Destinations and Sustainability explaining what ABTA is doing to make the industry more responsible. The ABTA consumer survey also covered ground in this area, identifying consumer attitudes towards aviation, taxation and sustainability, for example, as well as the role of the industry in sustainable destination development. A few highlights of the survey in terms of consumers’ views of sustainability include:

  • 33% of consumers believe they have a good understanding of what is meant by sustainable tourism
  • 22% of consumers said they would actively seek a company with a good track record in sustainability
  • 41% of respondents said they did not want to think about being green when on holiday
    There was some agreement (50%) that flying and being green poses a significant dilemma.
  • 17% of respondents said they would be willing to pay more for an environmentally friendly holiday, 31% disagreed.
  • Interestingly, consumers from lower socio-economic groups were more inclined to pay for a more responsible holiday than those higher up on the socio-economic scale.
  • Overall the data indicate that consumers expect industry to be doing something for the local population in the tourism destinations. Consumers appear to be pointing the finger of responsibility at industry rather than considering their own behaviour.
  • Consumers were largely against the idea of increasing taxation as a means to curb demand for flying (14% agreed with an increase in taxation for this purpose).

The event was not solely about one-way communication healthy discussions also took place along a range of themes. Collaboration between HE and ABTA was identified in the following areas:

  • Publication and/or reference of industry relevant research being undertaken at universities on ABTA’s website
  • Attendance of an ABTA representative at ATHE’s annual conference
  • ABTA’s provision of case studies, in particular on sustainable tourism for use in HE
  • Identification of case studies of career paths in tourism, i.e. where tourism graduates have developed careers in tourism. Collaboration with People First was acknowledged.
  • Co-ordination of supply and demand for industry placements.

Delegates were keen for future events such as these to take place and suggested that ABTA members might also be invited to present. ABTA should be praised for taking the initiative for this event. HE-Industry collaboration has long been on the cards and yet it is only through events like these that this becomes more than just a good idea.


The Intrepids,

Taking advantage of a conference to attend in London on the Monday and Tuesday, I headed for Faversham on the morning of Saturday, June 11th to visit Harold and Kate for a long overdue catch up.

I took the new high speed train from St Pancras, a surprising treat; but it was the memories that came flooding back when passing through Rochester and Chatham that were overwhelming! Can it really be nearly 14 years since I and my 8 fellow classmates became the first intrepid entrants into Harold’s world of responsible tourism in academia?!

That first year the course’s home was Bridge Warden’s College in Chatham’s Historic Dockyard, part of the University of Kent, and the ICRT was just a dot in its Father’s eye, so to speak. The MSc in Tourism and Conservation was what had drawn us to this locale, and what a mixed (some might say ‘motley’) crew we were! Part-time study over 2 years (the full-time option only became available the following year), drew students from London, Oxford, the New Forest and elsewhere in Kent, although I was the only one to relocate (from Manchester). This first year focussed on nature tourism and bulking out our numbers were members of DICE’s MSc in Conservation Biology; from the very British, to the wonderfully Peruvian and the dedicated African, all added to the experience. By our second year we had lost a couple of the crew and looked forward to welcoming the first full-time students and shifting our focus to cultural tourism.

 It wasn’t all work and no play! There were after class pub sessions and a rather infamous weekend social in a converted barn. Friendships were forged, some for life, and we, The Intrepids, picked up the flame and carried it forward. Some still do! On finishing, I spent the best part of 6 amazing years in Uganda, Botswana and Gabon working in community tourism, community development and cultural advocacy. Since then I have been diverted off the path, not by choice, although I have returned a couple of times to Botswana; but I hope one day to return to ‘the path’ proper.

 And what of the course, the ‘cause’ even? Well, as have we all, it has undergone a number of changes, some radical. From the geographical: starting at the University of Kent in the Historic Dockyard, it took a short hop over the road to the University of Greenwich, where the International Centre for Responsible Tourism took hold; and from there it headed north to the  Leeds Metropolitan University with satellite ‘sister’ Centres in The Gambia, Canada, Belize, Germany, India and South Africa. At Kent I found one of the most impressive aspects of the course was how current it was, which was made possible by Harold’s active involvement in a range of consultancies; so it comes as no surprise that as well as the geographical progression, the course itself and the name it goes by, have moved forward in line with industry and research trends, environmental pressures and the needs of those in tourism destinations. ‘Tourism and Conservation’ blossomed to incorporate the commitment du jour and became ‘Tourism, Conservation and Sustainable Development’, which has since expanded to ‘Responsible Tourism Management’. I look forward to seeing the developments yet to come.

Over these past 14 years, hundreds have started on the path to Responsible Tourism and to all those who still carry the torch, and to those yet to step onto the path, I cry ‘Hail’; but the biggest ‘HAIL’ has to go to Harold: our teacher, our friend, our challenger and our inspiration!


Alison White University of Kent MSc in Tourism & Conservation