Page 153 - sustainable tourism-- Dr.Aya

promotions like discounts, also go a long way

in reducing the ecological damage.

Illustrative Case: TUI, Nederland:

Promoting Sustainable Tourism in Netherlands

Antilles (Caribbean), through its

‗Environmentally Aware Tourism‘ Project.

TUI AG or the ‗World of TUI‘ is the leading

travel group of Europe, which operates in

three sectors-―TUI Travel (tour operating,

online sales, airlines and incoming agencies);

TUI Hotels and Resorts and TUI Cruises‖(TUI

AG, 2013). TUI Nederland is the leading

operator in the Dutch market and is a part of

the World of TUI (TUI AG). In the year 1999,

TUI Nederland began the ‚‘Environmentally

Aware Tourism‘ Project, which was solely

aimed at improving and promoting sustainable

tourism in Curacao and Bonaire (Islands of

Netherlands Antilles)(Tour Operators‘

Initiative, 2013).

TUI Nederlands devised an integrated

marketing communication plan to promote

responsible travel. The project (campaign)

included the following elements:

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