2024 in Review: Acorn Tourism’s Sustainable Journey and What’s Next

As we step into 2025, it’s the perfect time to reflect on a transformative year for Acorn Tourism. 2024 was marked by impactful projects, meaningful collaborations, and new opportunities to advance sustainable tourism worldwide. It’s been a year of growth and innovation, and we’re excited to share some of the highlights with you.

UK Projects

A Sustainable Tourism Action Plan for Staffordshire and Stoke-on-Trent LVEP

In partnership with the Travel Foundation, we delivered the Sustainable Tourism Action Plan for the Staffordshire and Stoke-on-Trent Destination Management and Local Visitor Economic Partnership. The Action Plan identified what sustainability means to the local tourism sector, what the opportunities and challenges in Staffordshire could be addressed to help build their ecotourism offer, and who should be involved in delivery. This ambitious yet pragmatic plan supports the LVEPs tourism sector to become more sustainable and environmentally conscious.

Supporting VisitEngland’s Regenerative Tourism Strategy

We provided valuable insights and recommendations on the certification landscape in England and the implementation sustainable tourism standards across England. Presented at VisitEngland's LVEP conference, our research emphasized practical steps for business support and sustainability.

Leading Tourism and Destination Manager Discussions on Sustainability

Alison continued her work as Chair of the Tourism Management Institute’s Sustainable Tourism Working Group. In May she hosted the TMI’s Hot Topic deep dive into low carbon transport, partnership working and water quality with panellists Jo Dilley, Managing Director of Visit Peak District & Derbyshire, Becky Frall, Head of Tourism at West Midlands Growth Company and Jo Williams, Manager of Experience Sussex. In 2025 the Working Group aims to host three more sustainability ‘surgeries’ with in-depth discussions and debate on key sustainability topics that destination managers are trying to address.

Chesterfield, UK: Developing Short Breaks in Chesterfield

Our work in Chesterfield focused on uncovering its unique appeal for short-break visitors. Through comprehensive research, we evaluated competitor destinations in the Peak District to identify Chesterfield’s competitive advantages. This analysis included understanding visitor perceptions, audience profiles, demographics, and psychographics. From these findings, we identified three priority audience segments and developed tailored marketing tools and channels to target them effectively. This project provides Chesterfield with actionable insights to position itself as a prime destination for short breaks and attract more visitors in the years to come.

Place Pizzazz

In November, Alison joined Edward Perry, recent Director of the Auckland Project, at the Place Pizzazz convention of Place Makers, hosted by ThinkingPlace. They ran a joint workshop on ‘Why the visitor economy is more than just the tourists in your place’ which highlighted how the visitor economy is an essential ecosystem for any place wanting to thrive.

International Projects

Building a Framework for Thailand’s Sustainable Marketing and Branding Strategy

Collaborating with the Tourism Authority of Thailand, the Designated Areas for Sustainable Tourism Administration, DASTA, together with hotel managers and local influencers. In-person and virtual trainings equipped these organisations with the knowledge and tools to effectively promote their sustainable practices, thereby enhancing their appeal to environmentally conscious travellers. This knowledge-sharing emphasized the importance of authentic storytelling, responsible marketing strategies, and the integration of sustainability into brand identity. 

Empowering Jordan’s Tourism Sector through Sustainability

Throughout the year, Alison continued her work as Institutional Development Expert with the CBI’s Jordan Sustainable Tourism Programme 2021-25. To enable the public and private sector to collaborate to build a more sustainable tourism industry she has trained and mentored managers in key organisations: the Aqaba Special Economic Zone Authority, Jordan Tourism Board, Jordan Inbound Tour Operator Association, Jordan Trail Association and the Royal Society for Conservation and Nature. This resulted in an Award at ITB for ASEZA’s Green Destinations Top 100 Story, an MOU between Green Destinations and ASEZA for Aqaba to work towards green destinations certification by 2026; JTB setting up its sustainability committee with the wider sector, the embedding of sustainable practices into JTB’s storytelling and supporting their leadership of the sector by hosting Jordan’s first Sustainable Tourism Forum in December.  See our blog for more information on our ongoing work in Jordan.

Market Intelligence Studies Drive Diversification and Attract More High-Value Visitors

In 2025 Acorn Tourism is starting its seventh year producing in-depth niche market studies for the CBI, the Centre for the Promotion of Imports from developing destinations. During 2024 we produced 28 in-depth studies that provide local tour operators and national tourist boards with in-depth insights into the European niche segments with the greatest potential to bring value to local communities and minimise environmental impacts.  The studies include market insights into: Agritourism, Dive Tourism, Fishing, LGBTQ+, Solo Travel, Urban Experiences, Baby Boomers and Gen Z, to mention just a few.

In 2025 we’re very excited to be starting the year by undertaking joint research with ATTA,  the Adventure Tourism and Travel Association, to establish the size of the Adventure market and identify European-wide market characteristics to inform the next batch of studies.

Market Research to Support Business Expansion

Building on previous research, we identified strategic opportunities for the Simpleview to expand its client base into Eastern Europe, offering tailored advice on priority countries and sales approaches.

Falkland Islands: Tourism Development Strategy 2025-2030 / Accommodation Accreditation 2024-2025 / Green Seal Scheme 2024-2025

We developed a new tourism development strategy for the Islands for the period 2025-2030 based on consultations with businesses in the country, international tour operators, and other research. Carried out the accommodation grading inspections for the 2024-2025 season, which involved inspecting 44 serviced and self-catering establishments.  Green Seal sustainability assessments of 25 businesses aimed at reducing waste, carbon footprint, and increasing awareness of the impact of tourists.

Saint Maarten: Economic Impact of the Yachting and Maritime Sector

This comprehensive study measured the economic contributions of the yachting and maritime sector, providing actionable insights to stakeholders in the Caribbean.

The Gambia: Assessment of Tourism Statistics and Development of Action Plan

Assessment of the current system of tourism statistics in The Gambia, the design and implementation of a training session on measuring tourism, and development of an action plan for improving tourism data in the country.

Tajikistan: Tourism Master Plan for the Khujand Region

Collaborated with Keios Consulting on a master plan analyzing market trends and identifying high-potential segments.

Looking Ahead

As we celebrate these achievements, we are equally excited about what 2025 holds:

• Jordan and West Africa Projects: Continuing to support sustainable and data driven tourism initiatives in these regions.

• CBI Niche Market Research: Producing 16 niche tourism studies and building a research partnership with ATTA, focusing on the adventure travel market.

• UK Projects: Collaborating with VisitEngland and North York Moors National Park to develop sustainable tourism business baselines, developing an outdoor activity plan for Shropshire and cultivating sustainable uses for sites on a private estate in East Yorkshire.

Thank you to all our partners for an incredible year!

At Acorn Tourism, we remain committed to driving sustainable growth and meaningful impacts through our expertise and collaborative approach. As we embark on 2025, we look forward to continuing our journey alongside our valued partners and clients. Let’s make this year one of transformative progress and lasting impact.

For more insights into our projects and services click here. Here’s to a prosperous 2025!