The Valleys shortlisted for major Responsible Tourism Award

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The Valleys, South Wales has been shortlisted in the ‘Best Responsible Tourism Destination’ category in Responsible Tourism Awards at World Travel Market, sponsored by The Sultanate of Oman Ministry of Tourism. The Valleys is the only UK destination included in the category.

The Valleys Regional Park’s submission to the panel of 12 judges focused on it’s achievement in establishing and implementing a successful Community Tourism Ambassador programme. This has involved over 400 local people with 280 becoming fully trained Community Tourism Ambassadors. These Ambassadors have come from different walks of life – including local business owners, school teachers, park wardens, attraction staff and choir members.

The Valleys

The Valleys

The intent of the Valleys Community Tourism Ambassador programme is to develop Valleys Communities for the long term, not simply to provide a short term boost to the area. It has grassroots tourism at the heart; ensuring local stories, traditions and histories are passed onto not just to the next generation, but form part of the visitor experience.

On hearing the shortlist announcement, Joe Newbury Community Tourism Officer commented “The Valleys as a place to visit has many great assets but its most important natural resource is the warmth and ‘hwyl’ of the Valleys people. We believe that the best Ambassador for an area is someone local – someone who knows the place and can offer the visitor a real, warm and authentic experience. Local pride cannot be emulated. We are thrilled that this is being recognised.”

The overall winners of this, and the other categories, will be revealed during World Responsible Tourism Day at World Travel Market, London.

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