Lead sustainably.

The Courage to Lead Sustainable Tourism in Cornwall

Every week I ask my Brave New Girls podcast guest how they define courage. This week my guest Nadia Macer-Wright leads her business Cornish Gems with the courage hold firm to her values and to ensure tourism is sustainable and respectful of the land and people. Even when you come up against challenges, you know you’ve overcome them before and you can do so again.

"Courage comes from understanding that potentially you can do it all again because you've got the courage and you've got the experiences if it came to that. Also, courage comes from the people and the team and how they inspire me and how my family inspires me and how Cornwall inspires me."

As a leader of a B Corp business, she emphasizes the importance of authenticity, trust in one's instincts, and a deep commitment to community and environment. Her approach embodies the core values necessary for sustainable tourism in Cornwall: respect for the land, fostering community, and ensuring the long-term health of both the local environment and economy.

The Challenges and Solutions

Balancing tourism with sustainability requires a multi-faceted approach, especially in a popular destination like Cornwall. During the pandemic, Cornwall saw an influx of visitors that strained its infrastructure and highlighted the need for sustainable tourism practices. Nadia's leadership focuses on addressing these challenges head-on, integrating community involvement, and promoting responsible tourism.

Sustainability and Community Engagement.

Cornish Gems has adopted several strategies to maintain Cornwall's natural beauty and community integrity. Achieving B Corp certification was a significant milestone, reflecting their commitment to rigorous social and environmental performance standards. This certification is not just a label but a testament to their ongoing efforts to operate sustainably and ethically.

Cornish Gems' approach to tourism in Cornwall highlights the importance of community engagement, responsible practices, and continuous adaptation to meet the evolving challenges of sustainability. Through strategic initiatives like promoting off-peak travel, capping the number of properties, and supporting local businesses, Cornish Gems aims to balance tourism with the preservation of Cornwall's unique landscape and culture.

As Nadia puts it, "Courage comes from the people and the team and how they inspire me and how my family inspires me and how Cornwall inspires me." This inspiration drives Cornish Gems to lead by example, proving that it is possible to be both profitable and sustainable, ensuring that future generations can enjoy the beauty and tranquility of Cornwall.

Dare to do things differently, for the greater good.

Ten Actionable Tips for Sustainable Tourism

Promote Off-Peak Travel: Encourage visitors to come during the shoulder seasons (spring and autumn) to spread the tourist influx more evenly throughout the year, reducing pressure on infrastructure and natural sites.

Cap the Number of Properties: Limit the number of holiday properties in high-demand areas to prevent over-tourism and preserve local housing for residents.

Support Local Businesses: Encourage tourists to shop locally, eat at local restaurants, and use local services, thereby boosting the local economy and ensuring the community benefits directly from tourism.

Eco-Friendly Accommodations: Offer sustainable accommodations that utilize renewable energy sources, reduce waste, and promote water conservation.

Educate Visitors: Provide educational materials about Cornwall's ecosystems, cultural heritage, and how visitors can minimize their environmental footprint.

Flexible Check-In Days: Implement flexible check-in days to reduce traffic congestion and spread out the arrival and departure of tourists.

Invest in Infrastructure: Work with local authorities to improve public transportation and other infrastructure to support sustainable tourism practices.

Engage in Community Projects: Involve tourists in local conservation projects, such as beach cleanups or wildlife preservation activities, to foster a deeper connection with the area.

Collaborate with Local Stakeholders: Work closely with local councils, businesses, and community groups to develop and implement sustainable tourism strategies that benefit everyone.

Monitor and Adapt: Continuously monitor the environmental and social impacts of tourism and be prepared to adapt strategies as needed to ensure long-term sustainability.

Nadia Macer-Wright’s leadership at Cornish Gems exemplifies the courage required to foster sustainable tourism. By achieving B Corp certification, she has set a high standard for environmental and social responsibility in the tourism industry. Her commitment to sustainability involves not only protecting the natural beauty and tranquility of Cornwall but also ensuring that the local community thrives.

PS. Does Nadia's experience resonate with you? As your Creative Coach, I support and guide you through your challenges and give you the tools to create the life you want. 

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