As global tourism rebounds post-COVID-19 pandemic and experiences unprecedented growth, balancing economic development with environmental protection has become more pressing than ever. Destinations worldwide face the task of accommodating increasing visitor numbers while preserving their natural landscapes, biodiversity, and cultural heritage. Achieving this delicate balance requires innovative solutions and collaboration among governments, businesses, and local communities to ensure tourism contributes positively to sustainable development.

The challenge extends beyond environmental and operational concerns, affecting the marketing and public relations strategies of tourism boards and businesses. They must craft messages highlighting eco-friendly practices, promote responsible travel behaviors, and engage stakeholders in preserving destinations for future generations. The goal is not merely to attract visitors but to educate and inspire them to travel consciously, ensuring a positive and lasting impact on both the environment and local communities.

Responsibility of Marketing and PR professionals 

Marketing and PR professionals play a critical role in advancing sustainable travel by leveraging storytelling to reshape the narrative around responsible tourism. Through compelling narratives, they highlight the importance of reducing ecological footprints, supporting local economies, and respecting cultural heritage. These stories foster a meaningful connection with travelers, educating them about the environmental and social impacts of their choices and encouraging more sustainable behaviors.

In today’s era of heightened environmental awareness, effective marketing and communication efforts are essential for spotlighting destinations and businesses committed to sustainability. Promoting eco-friendly accommodations, sustainable tour operators, and conservation-focused attractions will guide travelers toward responsible choices that benefit both the environment and local communities.

The shift toward sustainable tourism is driven by innovative marketing strategies, including the use of blogs, social media, and videos to educate and inspire travelers. Collaborating with influencers and community leaders is particularly powerful, as they can reach wide audiences and drive change through authentic and engaging content. Influencers, especially those focused on travel, sustainability, or environmental advocacy, amplify the message of responsible tourism, transforming awareness into actionable change.

When influencers partner with tourism boards and eco-conscious brands, they effectively communicate the importance of sustainable practices to their followers. By showcasing real-world examples, such as staying at green accommodations, supporting local businesses, and participating in conservation activities, they inspire their audiences to adopt similar behaviors. Influencers also break down complex sustainability concepts into relatable, actionable advice, making it easier for travelers to understand their role in protecting the environment.

Community leaders add value by providing a local perspective, ensuring that the promotion of sustainable tourism aligns with the values and needs of the local population. The collaboration between influencers and community leaders creates a holistic approach to sustainable tourism that resonates globally and locally.

However, as the influence of sustainable tourism messaging grows, so does the risk of greenwashing—a deceptive practice where companies exaggerate or falsely claim their environmental efforts to appear more eco-friendly than they are. Greenwashing undermines genuine sustainability initiatives and erodes public trust, making it challenging for consumers to identify truly committed brands. For example, a hotel might market itself as ‘green’ by asking guests to reuse towels while engaging in wasteful practices behind the scenes. Similarly, a tour operator might offer ‘eco-tours’ with minimal conservation efforts, or airlines might claim to offset carbon emissions through dubious carbon credit schemes that lack tangible environmental impact.

However, as the influence of sustainable tourism messaging grows, so does the risk of greenwashing—a deceptive practice where companies exaggerate or falsely claim their environmental efforts to appear more eco-friendly than they are. Greenwashing undermines genuine sustainability initiatives and erodes public trust, making it challenging for consumers to identify truly committed brands

Audrey Yacou

In this context, transparency is crucial. Marketing and communication professionals must ensure that sustainability claims are backed by concrete evidence and a willingness to address challenges openly. To avoid greenwashing, businesses should provide detailed information about their sustainability practices, including third-party certifications, transparent environmental reporting, and clear, measurable improvement goals. This approach protects brand integrity and contributes to a more trustworthy and sustainable tourism industry.

The B Corp certification is a powerful symbol of integrity in this landscape, signifying adherence to rigorous social and environmental standards. For tourism operators, earning B Corp certification is more than just a badge of honor; it provides consumers with tangible assurance of genuine sustainability. In a market often clouded by misleading claims, B Corp certification serves as a trusted benchmark, guiding travelers toward truly sustainable experiences.

Campaigns Shaping Eco-Friendly Travel

As tourism evolves, destinations increasingly adopt creative strategies to promote sustainability and responsible travel. These campaigns not only showcase the unique features of their regions but also guide travelers in making environmentally friendly choices.

Here are some standout examples of how destinations are leading the way in sustainable tourism:

The Costa Rican Tourism Board’s “Essential Costa Rica” campaign is a prime example, positioning the country as an eco-friendly destination. The campaign highlights eco-lodges, wildlife tours, and community-based initiatives, all while showcasing Costa Rica’s rich biodiversity and commitment to conservation. This approach attracts travelers who prioritize environmental stewardship.

Similarly, VisitScotland’s “Scotland, A Spirit of Its Own” campaign goes beyond traditional promotion by focusing on sustainable tourism practices. It encourages visitors to engage responsibly with Scotland’s landscapes and communities, reflecting a shift in tourism marketing toward inspiring a deeper understanding and respect for destinations. By educating tourists about the environmental impact of their travel choices, this campaign supports a more sustainable global tourism industry.

Innovative initiatives like Copenhagen’s ‘CopenPay’ scheme also play a crucial role in promoting sustainable behavior. This program rewards tourists for eco-friendly actions such as using public transportation, recycling, and staying at green-certified hotels. The rewards range from a free lunch or a cup of coffee to a kayak tour or even a free entrance to a museum. By incorporating reward systems into its tourism strategy, Copenhagen enhances the visitor experience while fostering sustainable travel habits.

The Guadeloupe Islands offer another compelling example of sustainable tourism in the Caribbean. The Guadeloupe Islands Tourism Board’s campaigns highlight the region’s exceptional biodiversity and conservation efforts, with 77% of its territory designated natural reserves. As the USA PR and Marketing Executive for the Guadeloupe Islands Tourism Board, I take great pride in promoting eco-lodges, protected marine areas, and community-based tourism initiatives that support local residents. This focus on sustainability not only showcases the islands’ natural beauty but also boosts local economies and strengthens conservation efforts, setting a high standard for other destinations.

The Singapore Green Plan 2030 further illustrates how comprehensive sustainability efforts can make a significant impact. With ambitious goals to reduce carbon emissions, expand green spaces, and adopt a circular economy, the plan offers travelers practical ways to contribute to sustainability. It encourages actions like reducing plastic use, conserving water and energy, respecting wildlife, and supporting local businesses, inviting travelers to be active participants in creating a more sustainable future.

These campaigns offer more than just travel tips; they provide a blueprint for travelers to engage in meaningful change. They encourage reducing plastic use, conserving water and energy, respecting wildlife, and supporting local businesses.

Successful marketing and PR in sustainable tourism depend on synergy among various stakeholders, including local communities, conservation organizations, and government agencies. Effective collaboration helps craft robust strategies that advocate for environmentally responsible tourism while ensuring equitable benefits for all involved. While these campaigns highlight the vital role that destinations play in promoting sustainability, the broader travel ecosystem also has a significant impact. As a critical facilitator of global travel, the airline industry is crucial in this context.

The Aviation Industry’s Role in Cutting Emissions

As major contributors to fuel consumption and carbon emissions in the tourism sector, airlines are critical in advancing sustainable tourism. By collaborating with airlines, tourism boards and stakeholders can develop initiatives to reduce fuel usage and greenhouse gas emissions, which is essential for minimizing travel’s environmental impact.

One of the most effective ways airlines can contribute to sustainability is through adopting technological advancements and more efficient aircraft designs. Modern aircraft can cut fuel consumption by up to 20% compared to older models, directly reducing carbon emissions. Additionally, sustainable aviation fuels (SAFs)—derived from renewable resources like waste oils and agricultural residues—can reduce emissions by up to 80% compared to traditional jet fuels.

One of the most effective ways airlines can contribute to sustainability is through adopting technological advancements and more efficient aircraft designs.

Audrey Yacou

These advancements and SAFs represent significant steps to lowering the aviation industry’s carbon footprint. The widespread adoption of these technologies could transform the sector, making it a global leader in combatting climate change. These collaborative efforts align travel practices with broader environmental goals while supporting communities reliant on tourism.

Airlines are increasingly exploring various sustainability initiatives, such as optimizing flight routes to reduce fuel consumption, investing in carbon offset programs, and enhancing operational efficiency. For example, Delta Air Lines has invested in fuel-efficient aircraft and offers carbon offset options to passengers. The Lufthansa Group currently has more than 250 new aircraft on its order list, which reduce fuel consumption and CO2 emissions by up to 30% compared to their predecessors on every flight. Additionally, KLM Royal Dutch Airlines created its Climate Action Plan. These efforts demonstrate how airlines actively contribute to broader conservation and sustainability goals.

The role of airlines in sustainable tourism extends beyond their direct environmental impact. Airlines can set a powerful example for the entire tourism industry by adopting greener practices. Their commitment to sustainability can influence consumer choices, encouraging travelers to prioritize airlines and destinations that demonstrate genuine environmental responsibility. This, in turn, fosters further innovation and collaboration across the industry, aligning tourism growth with global ecological goals.

While airlines play a crucial role in advancing sustainable tourism, the broader influence of technology also significantly impacts this field. 

AI’s Influence on Sustainable Tourism 

Artificial intelligence (AI) is poised to revolutionize PR and marketing strategies in tourism, especially in promoting sustainability. AI can analyze vast data sets to identify trends and preferences, allowing marketers to tailor messages to different segments. For instance, AI algorithms can pinpoint travelers interested in eco-friendly practices, allowing for more targeted and effective campaigns.

AI-driven tools, such as chatbots and virtual assistants, enhance the customer experience by providing real-time information on sustainable options like eco-friendly accommodations and local conservation projects. These tools offer personalized recommendations, helping travelers make more informed and responsible choices.

AI can also help combat greenwashing by analyzing data from various sources to verify the authenticity of sustainability claims. AI builds trust among consumers looking for genuinely sustainable options by ensuring greater transparency and accuracy. Additionally, AI can assess the effectiveness of marketing campaigns, offering valuable insights into consumer behavior and preferences to help refine future strategies.

AI can also help combat greenwashing by analyzing data from various sources to verify the authenticity of sustainability claims.

Audrey Yacou

As the tourism industry evolves, integrating sustainable practices and innovative technologies will be pivotal in shaping its future. Destinations and tourism boards leverage innovative marketing and PR strategies to promote eco-friendly practices and responsible travel. Airlines are vital in reducing emissions through technological advancements and sustainable fuels, influencing the broader travel sector. Meanwhile, artificial intelligence (AI) enhances marketing efforts by personalizing recommendations, verifying sustainability claims, and improving transparency.

To further enhance sustainability, the industry could explore new avenues, such as investing in electric or hybrid aircraft, which have the potential to reduce the carbon footprint of air travel significantly. Another promising opportunity lies in expanding renewable energy across airports and other travel infrastructure. Moreover, implementing broader incentives for travelers who choose greener options—such as reduced fares for sustainable transport or discounts at eco-certified accommodations—could further encourage positive behavioral change. The future of tourism depends on our collective commitment to balancing enjoyment with preservation, ensuring that the benefits of travel are sustained for generations to come.

The post What I’ve Learned About Sustainable Tourism as a Marketing Executive appeared first on The Urban Watch Magazine.

In the world of tourism PR, Audrey Yacou shines as a trailblazer. With an impressive career spanning Paris and New York, Yacou currently serves as the USA PR and Marketing Executive for the Guadeloupe Islands Tourism Board. In this capacity, she has played a pivotal role in propelling the Guadeloupe Islands onto the global stage, spotlighting its rich culture, breathtaking landscapes, and vibrant community spirit.

Born and raised in Guadeloupe, Yacou’s connection to her homeland runs deep. Recently nominated for a prestigious tourism medal, she has been recognized for her outstanding contributions to elevating Guadeloupe as a premier travel destination. 

Notably, Yacou coordinated the filming of two episodes of the PBS travel show “Bare Feet,” which centered around the vibrant Guadeloupe carnival. These episodes provided an immersive portrayal of the island’s cultural richness, capturing viewers’ hearts and earning Silver Telly Awards in 2022 and 2023.

Yacou’s PR efforts have positioned the Guadeloupe Islands prominently in major media outlets such as The Wall Street Journal, The Washington Post, Afar, Vogue, Ebony, and CNN Travel. These milestones underscore her unwavering commitment to showcasing Guadeloupe’s beauty and diversity globally, solidifying its position as a must-visit destination.

In an exclusive interview, The Urban Watch sat down with Audrey Yacou to delve into her unique upbringing in Guadeloupe, her passion for promoting her homeland, and her insights into current trends in tourism PR. 

Tell me a little bit about your background. Where did you grow up, and how has that shaped who you are today?

I was born in Guadeloupe in the Caribbean, a beautiful place rich in culture and natural beauty. Growing up there has had a significant impact on who I am today. My upbringing was rooted in the vibrant traditions and values of the island, where the warmth of a tight-knit community surrounded me. My parents, my dad from Guadeloupe and my mom from Martinique instilled in me a strong belief that the sky’s the limit, teaching me to dream big and work hard.

Growing up in a very Caribbean household, I was immersed in the colorful tapestry of our region’s culture, with its lively music, flavorful cuisine, and strong sense of community. This upbringing fostered a deep appreciation for our shared heritage and a profound understanding of the importance of family and tradition.

While Guadeloupe is an incredible place to grow up, being from an island can sometimes make certain opportunities seem unattainable due to its geographical location, or at least I thought so as a kid, because I know today that it is far from the truth. My parents always encouraged us, my sisters and I, to look beyond limitations and pursue our goals. This mindset taught me resilience and adaptability as I learned to overcome obstacles and seek out opportunities despite challenges.

Living on an island also taught me the value of community and connection. I learned the importance of supporting and being supported by others, which has translated into my approach to teamwork and collaboration in my professional life. Additionally, my exposure to diverse cultures and perspectives from a young age has made me open-minded and eager to learn from others.

Ultimately, my upbringing in Guadeloupe shaped me into a passionate and driven individual constantly seeking growth and new opportunities. I carry these values with me in everything I do, both personally and professionally. They have equipped me with the determination to excel and the ability to navigate complex situations with grace and perseverance. 

What’s your favorite tradition and dish in Guadeloupe?

My favorite tradition in Guadeloupe is undoubtedly our vibrant and unique carnival celebrations. Among the various types of carnival, my favorite is the traditional “Mas a Senjan.”

The traditional “Mas a Senjan” carnival, rooted in African heritage, takes place in the streets with participants wearing elaborate costumes made from natural materials. This carnival honors our ancestors and their resilience, deeply intertwined with the island’s history and cultural identity.

Carnival in Guadeloupe begins on the first Sunday of January and culminates on Ash Wednesday every year.

Choosing a favorite dish from Guadeloupe is tough, but if I had to pick one, it would be the bokit sandwich. A staple in Guadeloupe, the bokit is incredibly versatile and delicious. You can stuff it with various fillings like meat, veggies, or anything you desire, making it a true representation of the flavors of our islands.

Another absolute favorite of mine is anything with sweet plantains. I moved out of my parents’ house 18 years ago, and every time I come home, my mom makes it for me. Whether served with codfish and onions or with meat, it’s a comforting and flavorful meal that always reminds me of home. The combination of sweet and savory flavors is simply irresistible.

What personal challenge stands out to you most, and how did you overcome it? 

The personal challenge that stands out to me as the most significant is the journey of relocating to New York City. Moving was by far the bravest and scariest thing I’ve ever done at the time, but it also turned out to be the best decision of my life. Since I was a little girl, I had dreamt of moving to New York and building a life here. 

Transitioning to life in New York was exhilarating but also daunting. I had to navigate a new culture, a new language, and a fast-paced environment and establish myself in a completely unfamiliar setting. I originally came for my master’s degree at the New York Institute of Technology (NYIT). New York worked its magic on me, and I didn’t want to leave. Soon after graduating, the big question arose: How do I figure out a way to stay and keep living this life I have dreamt of my whole life?

I refused to let any challenges define my journey. Instead, I approached each obstacle with a determined mindset, seeking solutions and advocating for myself every step of the way. I rely very much on the community that I found here. I have a group of friends, and we meet every month to check in and support each other through our individual goals and challenges. We keep each other accountable and grounded through our monthly InStrive check-in, created by two friends.

This experience taught me valuable lessons in resilience, adaptability, and the importance of perseverance in the face of adversity. It reinforced my belief in the power of tenacity and resourcefulness, and it has undoubtedly shaped me into a more resilient and determined individual, ready to tackle any challenge that comes my way.

Having lived in diverse cities like Paris and New York, what cultural and professional lessons have you gained from your experiences in different places? 

Having been born in Guadeloupe, I grew up surrounded by people who shared similar backgrounds and cultural experiences, where I was part of the majority. This created a sense of belonging and connection to my heritage. However, when I moved to Paris, I found myself in a new position as a member of a minority group. I was aware of my identity, but it wasn’t until I moved to Paris that I truly understood the nuances of being Black. At school, I was often teased for my “Creole accent” and repeatedly asked, “Where are you from?” despite being French, just from the Caribbean. Guadeloupe has been part of France for centuries, and I believe greater awareness and understanding would benefit everyone.

Then, I moved to New York, which was the opposite experience. In New York, you can fully embrace your identity and your Blackness. I lived in Harlem for 12 years, and it felt like home. In New York, people are curious about where I’m from because of my accent, not my complexion. Some are surprised to learn that I’m French. “You’re French and Black?” they ask. Yes, I am.

In New York, you feel less of a minority because it’s such a melting pot; everyone comes from somewhere. You have more space to embrace who you are fully without having to justify your reality.

These experiences from Paris and New York have been invaluable in shaping me into a more empathetic, culturally aware, and adaptable professional. I bring this perspective to my work, creating inclusive and dynamic environments where diverse perspectives are welcomed and celebrated.

Considering your varied experiences, do you envision yourself returning to Guadeloupe in the future?

I have a deep connection to Guadeloupe; it’s home, and my whole family lives there. I am committed to staying closely linked to my roots. I prioritize visiting as often as possible, and my work in tourism allows me to contribute to elevating the island’s global presence even when I’m not physically there.

While I can see myself eventually returning to Guadeloupe, I’m not ready to move permanently. At this stage in my career, there’s still much more for me to accomplish both professionally and personally, whether in New York, elsewhere in the US, or around the world. I am passionate about exploring new opportunities and expanding my skill set before settling back.

There’s no rush to make that transition, as Guadeloupe will always be there. I want to ensure I achieve my goals and aspirations before making a permanent move.

For now, I’m focused on growing in my current career and continuing to strengthen my connection to Guadeloupe through my work in tourism. I take great pride in representing my home and promoting its richness and culture.

How did you develop an interest in PR?

Unlike many who knew what they wanted from a young age, my interest in PR developed gradually. I always had a passion for sports and envisioned working in the sports industry. It wasn’t until I was about 15 or 16 that I decided to become a sports publicist. This realization led me to pursue a degree in communications.

After high school, I moved to Paris for my undergraduate studies and, later, for graduate school. I secured my first internship at a major sports network, L’Equipe TV. This experience was pivotal in solidifying my desire to work in the sports industry.

The internship exposed me to a fast-paced environment where I saw the impact of strategic communication in shaping public perception and driving engagement. Working alongside experienced professionals, I gained invaluable insights into the best communication practices within the sports industry.

These formative experiences helped me discover PR as a means to craft compelling narratives and connect with audiences meaningfully. This intersection of communication, sports, and storytelling fueled my passion for a career in PR and continues to drive my commitment to making an impact in the field.

What would you say is your biggest professional accomplishment? 

Putting Guadeloupe on the map was not an easy task, especially since our primary market has always been Europe. My mission in promoting the islands in the U.S. was to diversify our clientele and attract American travelers. We faced several challenges, including stiff competition from better-known destinations like Jamaica, the Dominican Republic, and St. Maarten. There was also constant confusion between Guadeloupe and Guadalupe, Mexico. We had to think outside the box to find what makes us unique and position ourselves effectively. Guadeloupe is far more than just a beach destination; it’s a cultural gem.

One of my proudest professional accomplishments has been coordinating the filming of two episodes of the PBS travel show “Bare Feet,” centered around the vibrant Guadeloupe carnival. “Bare Feet” was the perfect platform to highlight our island’s rich culture, aligning perfectly with our positioning strategy. These episodes provided an immersive portrayal of Guadeloupe’s vibrant traditions, captivating viewers and earning Silver Telly Awards in both 2022 and 2023. The Telly Awards celebrate excellence in television and video production across various platforms, recognizing the finest work in the industry.

We also leveraged the story of Chevalier Saint-Georges, also known as Joseph Bologne, a Guadeloupean virtuoso violinist, conductor, and composer who influenced great composers like Haydn and Mozart. He was also a Civil Rights hero and unparalleled fencer during the French Revolution. The release of the movie “Chevalier” last year was a major opportunity for us. I had the pleasure of organizing, along with my team, an exceptional PR event at the Hall des Lumières in New York. The venue was majestic and perfectly aligned with our goal for the night—presenting Guadeloupe as the next cultural capital of the Caribbean.

On the print side, my PR efforts have successfully positioned Guadeloupe in major media outlets such as The Wall Street Journal, The Washington Post, Afar, Vogue, Ebony, and CNN Travel to name a few. Securing coverage in these esteemed publications has raised awareness of Guadeloupe and solidified its reputation as a must-visit travel destination.

Through these strategic initiatives, we have showcased Guadeloupe’s unique cultural heritage and positioned the islands as a premier destination for American travelers.

Any projects you’re most proud of?

It’s difficult to pinpoint just one project, as working to promote my island daily fills me with immense pride. However, if I were to highlight a particularly memorable experience, it would undoubtedly be our participation in the New York Times Travel Show in 2020.

This event holds a special place in my heart. Not only was it the largest consumer show I had ever produced, but we also had exciting news to share, including the announcement of new airlift routes from New York (JFK) with JetBlue.

We had two booths: the main one in the sponsors’ pavilion and the second one in the Caribbean pavilion. As silver sponsors of the show, we spared no effort to make our presence felt. Our main booth was a true reflection of Guadeloupe’s authentic charm and culture, as we recreated a local house to showcase our island’s unique identity. Winning the People’s Choice Award that year was a testament to the impact of our presentation and the enthusiasm it generated among attendees.

Moreover, our participation extended beyond the show floor, culminating in the unforgettable experience of ringing the New York Stock Exchange bell along with other sponsors. Representing the tourism board on such a prestigious platform was an honor, further solidifying our commitment to showcasing Guadeloupe to the world.

Celebrating the inaugural flights from New York in 2020 was also one of the most memorable experiences. Imagine the vibrant sounds of the carnival and the flavors of Guadeloupe filling Terminal 4 at JFK at 7 a.m. Having a carnival band play and march through the terminal, showcasing a tradition I love so much, and seeing people enjoying and celebrating Guadeloupe’s country was extraordinary. It still gives me chills when I reflect back on it. 

Could you elaborate on your nomination for a tourism medal? What was the process like, and what does this recognition mean to you personally and professionally?  

Being nominated for a tourism medal by Atout France, the French Government Tourist Office, is an immense honor and a testament to the dedication and passion I’ve poured into promoting the French region of the Guadeloupe Islands. The nomination process involved thoroughly evaluating my contributions to showcasing this beautiful destination’s cultural, natural, and experiential treasures.

Professionally, this recognition validates the hard work and innovation that have gone into my marketing and PR efforts for the Guadeloupe Islands. It affirms that our strategies effectively capture travelers’ attention and inspire them to explore this remarkable destination.

On a personal level, receiving this nomination is incredibly rewarding. It signifies that my efforts have made a meaningful impact in promoting tourism to the Guadeloupe Islands, which holds a special place in my heart. This recognition motivates me to continue advocating for the region and striving for excellence in my endeavors.

Being nominated for a tourism medal by Atout France is a milestone achievement that inspires pride and gratitude personally and professionally. It reinforces my commitment to showcasing the beauty and allure of the Guadeloupe Islands to travelers worldwide.

Give me a brief pitch about why someone should visit Guadeloupe islands. 

Experience the best of the Caribbean with a visit to the breathtaking Guadeloupe Islands, the French Caribbean archipelago. Picture-perfect beaches, lush rainforests, waterfalls, and vibrant culture await you in this tropical paradise. Indulge in delicious Creole cuisine, dive into crystal-clear waters teeming with marine life, or explore the islands’ rich history and charming towns. With its unique blend of French and Caribbean influences, the Guadeloupe Islands offer an unforgettable getaway for travelers seeking adventure, relaxation, and cultural immersion. Discover Guadeloupe’s beauty, authenticity, and warmth – your dream island escape awaits.

How do you collaborate with local communities and businesses in Guadeloupe to ensure that tourism benefits are sustainable and equitable?

Collaborating with local entities is essential to ensuring that tourism benefits are sustainable and equitable. We prioritize building strong partnerships based on transparency and shared goals.

We engage with local entities to understand their needs, concerns, and aspirations. Through dialogue and collaboration, we develop tourism initiatives that prioritize local empowerment, cultural preservation, and environmental sustainability.

We actively involve local businesses in our tourism strategies, promoting their products and services and creating opportunities for economic growth. By highlighting authentic experiences and locally owned businesses, we aim to distribute the benefits of tourism more evenly throughout the community.

Our approach to collaboration with local communities and businesses in Guadeloupe is rooted in a commitment to sustainability, equity, and inclusivity. By working together, we can create a tourism industry that not only brings economic prosperity but also enriches all stakeholders’ lives and preserves Guadeloupe’s unique beauty and culture for future generations.

Could you share any initiatives or partnerships aimed at promoting responsible tourism practices and preserving the natural and cultural heritage of the Guadeloupe Islands?

Promoting responsible tourism practices and preserving the natural and cultural heritage of the Guadeloupe Islands are top priorities for us. The islands have implemented a range of initiatives to achieve these goals.

To start, we are proud to use renewable energy across the islands. We have significantly reduced our carbon footprint through strategic partnerships and investments in sustainable infrastructure. We are committed to furthering our reliance on clean energy sources like solar and wind power.

Additionally, we have taken decisive action to fight plastic pollution by banning disposable plastic products. This initiative helps protect our pristine beaches and marine ecosystems while raising awareness among residents and visitors about the importance of waste reduction and recycling.

Furthermore, we are actively promoting the development of more eco-friendly accommodations throughout the islands. By working closely with hoteliers and property owners, we encourage adopting sustainable building practices, energy-efficient technologies, and eco-friendly amenities to minimize environmental impact and enhance the visitor experience.

To reduce food waste and support local economies, we are promoting locally sourced products in culinary offerings across Guadeloupe. By partnering with local farmers, fishermen, and food producers, we aim to highlight the diversity and richness of our region’s cuisine while minimizing the carbon footprint associated with food transportation.

Moreover, car rental companies are increasing their offerings of electric vehicles, providing visitors with eco-friendly transportation options to explore our islands.

We are also implementing innovative water conservation measures, such as reusing rainwater for cleaning purposes, to minimize our water footprint and preserve precious freshwater resources.

We have implemented daily quotas for visitors to sensitive areas like Petite Terre to preserve fragile ecosystems and biodiversity. Limiting tourist numbers can ensure these areas remain pristine and protected for future generations.

Lastly, we actively promote activities and experiences focusing on biodiversity and environmental conservation. From guided nature walks to wildlife-spotting tours, we encourage visitors to engage with and learn about Guadeloupe’s unique flora and fauna while supporting conservation efforts.

Overall, these initiatives reflect our commitment to responsible tourism practices and our dedication to preserving the natural and cultural heritage of the Guadeloupe Islands.

How do you measure the effectiveness of your PR campaigns and assess their impact on tourism to Guadeloupe?

We utilize a combination of quantitative and qualitative metrics to gauge the effectiveness of our PR campaigns. Firstly, we track key performance indicators (KPIs) such as website traffic, social media engagement, and media mentions. By analyzing website analytics, we can monitor the number of visitors to our destination website, their behavior on the site, and conversions such as inquiries.

Bookings for airlines or hotels are crucial metrics for assessing the tangible impact of our PR campaigns on tourism to Guadeloupe. Tracking booking data allows us to directly measure the effectiveness of our efforts in driving visitor interest and converting that interest into tangible travel plans.

Social media metrics, including reach, engagement, and sentiment analysis, provide insights into how our audience responds to our content and messaging. Monitoring media mentions allows us to assess the reach and tone of our PR efforts in traditional and online media outlets.

Additionally, we conduct surveys and gather feedback from travelers to measure brand awareness, perception, and satisfaction. Understanding the impact of our campaigns on travelers’ decision-making processes and perceptions of the destination helps us refine our messaging and strategies.

Ultimately, the effectiveness of our PR campaigns is measured by their contribution to increasing tourism to Guadeloupe. By analyzing a combination of quantitative data and qualitative feedback, we can assess the overall impact of our efforts and make data-driven decisions to optimize future campaigns and drive continued growth in tourism to our destination.

What are the most significant trends or shifts you observe in the tourism PR industry today? Additionally, could you discuss the impact of COVID-19 on travel to the Guadeloupe Islands and whether the destination has seen a return to pre-pandemic levels of tourism?

Several significant trends and shifts are shaping the landscape in the tourism PR industry. Firstly, there’s a growing emphasis on sustainability and responsible tourism. Travelers are increasingly conscious of their environmental footprint and seek experiences aligning with their values. As a result, destinations and tourism organizations focus on promoting eco-friendly initiatives, supporting local communities, and preserving natural resources.

Another notable trend is the rise of experiential travel. Today’s travelers seek immersive and authentic experiences that allow them to connect with local culture and heritage. PR professionals leverage storytelling and digital platforms to showcase these unique experiences and attract visitors seeking more meaningful travel opportunities.

Additionally, the digital transformation of the travel industry continues to evolve rapidly. Social media, influencers, and online travel platforms significantly shape travelers’ perceptions and decisions. PR professionals are adapting their strategies to leverage these channels effectively, engaging with audiences in real time and creating personalized experiences.

Regarding the impact of COVID-19 on travel to the Guadeloupe Islands, like many destinations worldwide, the pandemic has brought significant challenges. Travel restrictions, safety concerns, and economic uncertainties have all contributed to a decline in tourism.

However, the Guadeloupe Islands have demonstrated resilience and adaptability during these challenging times. Through strategic PR and marketing efforts focused on highlighting the destination’s safety measures, natural beauty, and unique experiences, we have seen a gradual return of visitors.

With continued PR efforts to showcase the destination’s strengths and adaptability, we are very optimistic about the future of tourism in Guadeloupe.

You mentioned a desire to make a difference and support minority communities. Please expand on your aspirations in this regard and share any specific ideas or initiatives you’re currently exploring or actively involved in.

I would love to leverage my skills and expertise to make a meaningful impact on people’s lives and promote the rich cultural heritage of the Black and African diaspora to a global audience. I would love to reach a point in my career where my work could foster greater understanding, appreciation, and celebration of diverse cultures, traditions, and histories.

Whether through storytelling, media outreach, or cultural events, I aspire to create platforms and opportunities that amplify marginalized voices and showcase the beauty and resilience of communities within the African diaspora. My ultimate goal is contributing to a more inclusive and interconnected world where everyone’s stories are valued and celebrated.  

I am currently working on a personal project that is incredibly close to my heart, aiming to transport people to the enchanting flavors of Guadeloupe. While I can’t divulge too many details at this moment, I am passionate about creating an experience that not only delights the senses but also fosters a deeper connection to the culture and traditions of the island. With this project, my goal is to inspire curiosity, appreciation, and a sense of wanderlust, ultimately inviting others to explore and celebrate my island in a truly immersive way.

Any advice for someone who wants to break into tourism PR? 

When I first moved to New York, I needed guidance and reached out to many people with similar backgrounds. Unfortunately, I rarely received responses. Now, I find myself in a position where the younger generation seeks my career advice and insights into the American experience. I remember being in their shoes, so it’s important for me to pass the torch and share my knowledge. We all have to start somewhere, and I believe in helping others navigate their journeys.

First, I’d recommend immersing yourself in travel through books, TV, or traveling. Gain firsthand experience by exploring diverse destinations. This knowledge provides invaluable insights for crafting PR and marketing campaigns. Be curious and open-minded.

Then, focus on developing strong communication and storytelling skills. Crafting compelling narratives and engaging audiences is crucial in tourism PR and marketing. Hone your writing skills, learn to tailor messaging to different demographics, and leverage multimedia platforms to enhance storytelling.

Additionally, stay informed about industry trends and technologies. The tourism landscape evolves rapidly, with new platforms and consumer behaviors shaping the industry. Keep up-to-date with the latest developments and best practices in PR and marketing to remain competitive and relevant.

Networking is essential in any industry, including tourism PR. Attend industry events, conferences, and online communities to connect with professionals already working in the field. Building relationships with mentors and peers can offer valuable guidance and potential job opportunities.

You can connect with Audrey Yacou on LinkedIn. 

Visit the Guadeloupe Islands site. 

The post PR Powerhouse Audrey Yacou on Putting Guadeloupe Islands in the Spotlight appeared first on The Urban Watch Magazine.

Millenials tend to get a bad rap in the media. Lazy, self-obsessed, addicted to Starbucks coffee and avo toast. And another thing: we travel too much.

It’s an easy criticism to make. And indeed, more twenty-somethings than ever before are regularly jetting off around the world to endure sweaty night buses and contract stomach bugs.

Harming career prospects. Shirking responsibility. Pissing away their parents’ money, probably.

Except here’s the thing. We travel because the mind-set we have been brought up with urges us to do so. We travel because you (parents, education system, society, media) taught us that we should.

Follow your passion, you said. Do what you love. Explore, seize every opportunity, and don’t settle.

And then when we follow all of this advice? We are flighty, or irresponsible, or selfish.

This is not only unfair, it is also untrue.

If almost every post-30 adult I have ever met tells me they wish they had travelled more when they were younger, then how does travelling constitute frittering money away?

If so many conversations have led me to believe that people don’t find their chosen career path until several jobs and more years down the line, then why shouldn’t I spend some time early on working out my path and seeing more of the world while I do so?

If I should follow my passion, and my passion is travel, then why would I not spend all of my time and energy on pursuing it – at least until I figure out something better to do?

I’m still going to travel, regardless of criticism. Of course I am. But it frustrates me that it is simultaneously portrayed as a horizon-expanding endeavour, full of challenge and opportunity for growth, and as a complete cop-out: an excuse to get drunk in beautiful places with lots of other Western backpackers.

Now don’t get me wrong, I recognise that both of these descriptions have a ring of truth to them. To an extent, it depends what you choose to get out of it. But my point is, the former is definitely possible; even likely. It is how travel has impacted me for the past six years, and how it continues to do so now.

For me, and so many others I have met while travelling, it is not just about beers on the beach, full moon parties and elephant selfies (though we all indulge in one or two of those from time to time). Instead, it is about all of the most time-honoured clichés: broadening your horizons, experiencing new cultures, meeting new people and testing yourself beyond the bounds of the regular 9-5 life.

They are clichés for a reason: clichés are built upon repetition of an idea, and recognition of a (hackneyed) truth.

I am saying that all of these ideas about travel are right. Everything you read in every mindless sentence of every travel blog pushing the same story – it’s all true.

Travel is useful. Travel challenges assumptions. Travel breaks borders and tests limits and above all, it teaches.

As a twenty-something, I have grown up around these images and ideals. Since before I can remember, since I picked up and devoured my first Bill Bryson book, since I subscribed to National Geographic Traveller magazine and read every travel blog around (before they multiplied into the millions), I have heard this message about the value of travel repeated over and over, and I believed it. I still believe it.

It just frustrates me that the very people who have perpetuated this message simultaneously seem to want to deny it.

You said, “Go travel.”

You told us to see the world while we can, while we’re still young.

You told us you wish you’d done more to explore before you had responsibilities: a mortgage, a car, children and pets.

And we’re doing that. And it’s just as brilliant as everyone promised.

So please, don’t tell us that we’re wasting our lives away.

Follow Ellie’s blog: Grad Gone Global

The post Millennial To Critics: “We Travel Because You Taught Us To” appeared first on The Urban Watch Magazine.

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“You take the blue pill, the story ends. You wake up in your bed and believe whatever you want to believe. You take the red pill, you stay in Wonderland, and I show you how deep the rabbit hole goes.” 

– Morpheus, The Matrix 

Neo risked everything by choosing to confront whatever lay outside the boundaries of his comfort zone and was all the better for it. Every day in our careers, we are faced with similar decisions—do we choose to act conservatively for definite success or do we risk it all on the chance that we could break new ground and increase our business output?

It is easy to find ourselves in the shadow of the hulking mountain that is risk or, more accurately, the fear of failure when that risk does not pay off. Workplace wellness schemes might suggest snacking on a mango and cardamom bliss ball, or, perhaps, saluting the sun. Yet with fear this big, raw snacks and salutations will not cut it.

Here are our top five adrenaline-inducing ways to develop some grit so that you can feel the fear and do it anyway, reaping the rewards of risk-taking both at work and in everyday life.

1. SLACKLINING

Born in the 1980s in Yosemite National Park when two young men decided that tightrope walking was passé, slacklining, also known as highlining or slacking, is as much a test of balance as it is of mind power and endurance. Picture a strap, as wide as the bridge of your foot, tied between two trees. With each step the ‘line’, slack—as the name describes—will sink and swing. Throw a canyon in the middle of the two trees and you’re set! You may even like to do a couple of ollies once you reach the middle—tricking—or just strike a downward dog for a bit of hovering zen.

Where: Rock climbing gyms, local parks and beyond! Our picks: Brooklyn Boulders & White Spider Climbing

Insta Motivation: @slacklarsen | @slackland_story

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2. DEEP WATER SOLOING

Remember the dream about falling off a cliff into the ocean? Tackle your fear in reality with this popular climbing activity, also known as Psicobloc (psycho bouldering). Climbers, equipped only with bouldering shoes, scale sea cliffs as high up as they dare. Once their limit is reached, they steal a glance at the water below to check for jellyfish, look at the horizon and jump, sailing through the air and into the blue below.

Where: All around the world! Highlights: Lan Ha Bay (Vietnam) & Cova del Diablo (Spain)

Insta Motivation: @psicocomp

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3. AERIAL ARTS 

This fusion of art and strength, which began as early as the Minoan-Ancient Greek era, is experiencing a renaissance in gyms worldwide. Silks, pole, and trapeze give you wings. If you are struggling to see the big picture—flying through the air is sure to give you a new perspective. Master footlocks, drops and hip keys, and exercise your confidence and creativity.

Where: Numerous gyms. Our picks: Gymbox & Aerial Arts NYC

Insta Motivation: @cdignes

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4. TECTONIC PLATE PLUNGE

There is no better way to meditate than snorkeling or scuba diving between two continents: bright green troll hair algae swaying below your feet and (if you are lucky) the Northern Lights above you. The Silfra Fissure, located in Iceland’s Thingvellir Lake, in Þingvellir National Park is the gap between the continents of North America and Eurasia. The water is filtered through porous underground lava, sometimes for 100 years before seeping into the lake, meaning that the crack boasts unrivaled water visibility (100m plus). An immersion here will humble and quieten your inner monologue, allowing for deep reflection—a relief from the frenetic buzz of nine-to-five.

Where: Iceland

Insta Motivation: @dive.is

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5. EXTREME IRONING

Extreme ironing is an extreme sport in which people take ironing boards to remote locations and iron items of clothing. Proudly announcing this to the office on Monday could elicit some giggles but success in this sport (officially recognized in 1999) demands skill, strength and more than a little bit of moxie. Pinned as combining “the danger and excitement of an ‘extreme’ sport with the satisfaction of a well pressed shirt”, extreme ironing takes work-life balance to the next level. Also brilliant for a team under stress; grab your whole accounts squad and take on the Guinness World Record for most people extreme ironing underwater—currently 173.

Where: Anywhere you like – from your own backyard to the bottom of the ocean.

Insta Motivation: Too counterculture to have a solid Instagram presence…yet.

P.S: All the activities described are extreme sports and should be treated as such. Safety precautions should always be taken and beginners should only attempt in the presence of trained professionals.  

The post Want to Develop More Grit? Here Are the Top 5 Extreme Activities You Should Try appeared first on The Urban Watch Magazine.

I fell in love with Saint Petersburg so deeply that I came back to the beautiful city the following month. As the saying goes, “Happiness is multiplied when shared,” so I will share with you the best places to go, ways to get around the city, tips and tricks to save your rubles, and more.

St. Petersburg is the second largest city after Moscow, with a population of just over five million. It is often called “the Venice of the North,” like the other six cities (Amsterdam, Bruges, Copenhagen, Hamburg, Manchester, and Stockholm) because it has a network of canals. Located on the Neva river, which flows out to the Baltic sea, the city was founded by Tsar Peter the Great in 1703. Like Venice, St. Petersburg is renowned for its arts and culture.

Before we dwell into the gems of this Venice of the North, I have to warn you: it’s very easy to fall prey to the changing weather here. One day it’s 12C (53F) degrees, sunny with blue skies, and you can walk around with a t-shirt, but the next day it’s -9C (15F), freezing with snow covering the streets and sidewalks. As a result, I got sick twice. Make sure you dress appropriately.

Here are seven tips to enjoy the most beautiful city in Russia—if not in the world:

1. Always take the metro 

The fastest and most convenient way to get around the city is by metro. It’s pretty clean, cheap, fast, and better than being stuck in traffic. It will get you from A to B in no time. A single journey ticket costs less than $1 dollar or 45 rubles, but you’re better off with a 10, 15 or 20 trip multi-use card. You can buy a 10 trip card, which lasts for seven days for 355 rubles or $5.89. All stations have English information boards and ticket machines where you can refill your card using cash or credit card.

The underground stations are a piece of art. Make sure you give yourself enough time to appreciate the beauty of the Russian architecture. The only downside is that the escalators are like a stairway to hell. It takes at least 2-3 minutes in each station to go up or down. Russians dug the underground tunnels way deeper than you can imagine. In fact, the Saint Petersburg Metro is one of the deepest metro systems in the world and the deepest by the average depth of all the stations. The system’s deepest station, Admiralteyskaya, is 86 meters below ground.

2. Visit The State Hermitage Museum

The Hermitage is one of the largest and oldest museums in the world. It was founded in 1754 by Catherine the Great and has been open to the public since 1852. The Hermitage consists of five main buildings: the Winter Palace, Small Hermitage, Old Hermitage, New Hermitage, and Hermitage Theatre.

The ticket cost for adults is 600 rubles ($10) and there are guided English tours every two hours. If you are a student, you get in for free. It’s also free on the first Thursday of every month and it is closed on Mondays. There are many rooms with a wide range of art exhibitions, like Egyptian history, Roman Empire, and Russian history.  It would take days, if not weeks, to explore each room.

In this video, I give a tour of the museum:

They serve a good range of international foods like pasta, wok, fish, grilled skewers, salad, etc. It will be tough not to drool, trust me. The best part is…your bill will never exceed $10! Most dishes cost between 200-350 rubles (around $3-$5).

The daily lunch is available on weekdays from 12 to 4 p.m. The daily menu includes buck wheat or rice, either chicken, beef or fish, coleslaw, delicious soup with sour cream, and the choice of Compote or Morse fresh Russian juice.

4. Visit The Saint Petersburg Mosque

5. Coffee Break at Biblioteka in Nievsky Prospekt

Everyone has a sweet tooth, even the people on Paleo, vegetarian or carnivorous diets. If you are on such diet, make sure you put it on a pause until after you finish your visit to St. Petersburg. Everyday, I explored coffee shops and I found Biblioteka to be one of my favorites.

Translated from Russian, “biblioteka” means library. The most unusual thing about this place is that it’s not just a cafe or a restaurant. On the third floor, there’s also a conference room, and a few bookstores. If you wish, you can spend the entire day in this space. At the cafe, try the Dutch Apple Pie with fresh cream or the Cherry Tart. Accompany that with their green tea with fresh mint leaves. You can always ask for a refill. They also have a variety  of soups—my favorite was the mushroom soup with sour cream and lemon.

6. Visit The Church of The Savior on Blood

The city’s architecture is predominantly Baroque and Neoclassical, but the Savior on Blood goes back to medieval Russian architecture in the spirit of romantic nationalism.

The architecture will take your breath away. The colors on top of the dome look like a carefully painted canvass. It will be difficult to understand how humans could build such beauty.

It’s closed on Wednesdays.

 7. Dinner at Katyusha, the most traditional Russian restaurant in St. Petersburg

If you want to travel back in time to the old days of Russia, an authentic Russian dinner at Katyusha is a must. Make sure to try Borscht soup. The waiters are all stunningly beautiful Russian women dressed in traditional jumper dresses. The interior design in charming—the tables are made of high quality oak wood and there are comfortable, colorful couches. For your entertainment, every night a singer comes in at 8 p.m. and performs while walking between tables. Prices are reasonable, around 2000 rubles, approximately $40 for dinner.

 

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Demi Vitkute contributed to this post.

The post I fell in love with Saint Petersburg, Russia appeared first on The Urban Watch Magazine.

From Dalston to District VII…here are some places worth staying at:

1. The Old Ship Inn, Dalston, London

The Old Ship Inn, located right next door to Dalston in Hackney, is a breath of fresh air from the skyscrapers of central London. The guesthouse has 10 en-suite guest rooms, located above a pub to provide guests with a cosy and relaxed home away from home. The rooms are small but colorful, boasting chic interior design, a flat screen TV, free Wi-Fi and tea and coffee. The pub is a popular haunt among locals, featuring craft beers, burgers and rotisserie chicken. Nearby attractions include independent artwork cinema Hackney Picturehouse, the London Fields Brewery and an eclectic mix of food and drink options in Dalston.

Rooms start from £90

2. Grand Hostel Berlin, Kreuzberg, Berlin

Located in the heart of Berlin’s trendy and sprawling Kreuzberg district, the unique Grand Hostel Berlin is housed within a beautifully restored 19th century Bishop’s Palace. This is not your average hostel, with no bunk beds in sight. Instead, single, twin and dorm rooms with proper beds are offered, complete with complimentary tea or coffee at check-in. Guests come for the Library Bar, a relaxing haven of floor-to-ceiling books during the day and a lively bar with plentiful drinks and live music at night. Nearby hotspots include the wildly popular fast food outlets Mustafa’s Kebap and Curry36, while the clubs of Friedrichshain (including the elusive Berghain) are a short walk over the river.

Rooms start from £40

3. Soho Boutique, District VII, Budapest

Located in Budapest’s District VII is the Soho Boutique, a brand new 4-star hotel with a focus on sensuality, inviting guests to “give in to temptation.” The 68 guest rooms are small but stylish, with bold prints and unique artwork. The bar is a masterpiece of sleek surfaces and mood lighting. District VII, or Erzebetvaros (Elizabeth Town), has been gentrified in recent years in a similar style, now showcasing new constructions and design shops. Despite this, cheap drinks and eats can still be found in the romkocsma (“ruin pubs”). This phenomenon involves taking a derelict building and adding some beer taps and second-hand furniture, with optional film nights, art exhibitions and live music.

Rooms start from £38

4. Skanstulls, Sodermalm, Stockholm

Skanstulls is a hostel located on the island of Sodermalm in southern Stockholm. Like the surrounding area, Skanstulls is undeniably cool, with a unique interior design featuring pieces collected from around the world. A range of room options are available, with the double rooms looking more suited to a boutique hotel than a hostel. The fully equipped kitchen offers free pasta, spices and tea and coffee, creating an inviting space for guests to congregate. Sodermalm incorporates the unofficial neighbourhood of “Sofo”, which is Stockholm’s answer to Soho. A huge number of small independent shops selling alternative, vintage or second-hand fashion are concentrated here.

Dorms start from £58

5. Generator, Norrebro, Copenhagen

Another hostel, which looks more like a trendy bar and café than a place to stay the night. Generator Copenhagen is located a short distance from the multicultural Norrebro district. This six-story building provides ample space for lounging in the impressive social space and café. The highlight, however, is the Petanque bar and terrace, with a selection of drinks and snacks alongside a boules court. Norrebro itself is a large district consisting of an eclectic mix of parks, coffee shops, designer shops, Michelin-starred restaurants, antique stores, dive bars and cheap Shawarma joints – thanks to the Middle Eastern influence.

Rooms start from £59

6. Casa Gracia, Gracia, Barcelona

Casa Gracia, aptly placed in the stylish Gracia district, describes the neighbourhood as “a meeting point for grumpy grandpas and wealthy hipsters.” The hostel provides abundant space to make this happen, with a maze of dining rooms, lounges and libraries, complete with a bar and an outdoor terrace. Single rooms, dorms, suites and a deluxe apartment are available, all with complimentary tea, coffee and Wi-Fi. Gracia is a lively district, with an annual festival which covers the streets in flowers and other colourful decorations. Year-round, the district is renowned for its authentic vibe, with older residents living alongside young artists.

Rooms available from £29

7. U Hostels, Malasana, Madrid

Located one street outside the compact but highly-concentrated Malasana district, U Hostels is another modern hostel complete with contemporary furnishings and the latest technology. It is hard to believe the hostel was once a 19th century palace, as it has been artfully restored to incorporate both double rooms and dorms, a roof terrace, cosy cinema and fully-equipped kitchen. Malasana itself is one of the most popular areas of the city for nightlife, with bars to suit every taste in music, from Latino to heavy metal. During the day visitors can enjoy the street art (walking tours are available) and the diverse range of shops and markets.

Rooms start from £35

8. ClinkNoord, Amsterdam Noord, Amsterdam

Amsterdam Noord is the new, undiscovered district of this popular city, once an industrial hub and now an up-and-coming neighborhood for artists and creatives, driven here by the low rent prices. ClinkNoord is a design-led hostel housed in a beautifully renovated 1920’s building and the perfect base from which to explore. Inside, guests will find a social space with sofas, pool tables, table football and bookcases, alongside a café, self-catering kitchen and bar, with an airy atrium in the building’s centre. On the doorstep is a film museum, the world’s first 3D printed house, offices in house boats, restaurants in shipping containers and a market selling everything from fresh food to clothing and accessories.

Rooms start from £32

9. Neiburgs, Miera iela, Riga

Miera iela, or Peace Street in English, is a street in Riga home to a community of artists and entrepreneurs. Appropriately decorated with colourful street art and consisting of a network of inspired galleries, shops and cafes, it is well worth a visit to experience the bohemian side of Riga. Highlights include a chocolate museum, a microbrewery and shops selling vintage furniture, items made from recycled glasses and every tea variety under the sun. Neiburgs, a contemporary hotel housed in a listed Art Nouveau building, is a short walk away. Apartment-style accommodation is available, alongside a tranquil spa and a restaurant headed by a young, ambitious chef specializing in traditional Latvian flavours and seasonal ingredients.

Rooms available from £101

10. St Petersbourg, Kalamaja, Tallinn

Like many of these districts, Kalamaja was formerly an industrial neighbourhood now popular among students and artists. Countless activities are available here, from admiring the traditional wooden buildings, to a Russian flea market in a train station and an art museum in an old power plant, not to mention the numerous craft beer pubs and places to eat. Hotel St Petersbourg, located in the Old Town and originally purchase by a wealthy Russian merchant in the 19th century, is a short walk away. Prices are so cheap in Tallinn that this five-star hotel becomes affordable, complete with elegant furnishings and the latest technology.

Rooms start from £96

Edited by Demi Vitkute

The post Hipster Holidays: 10 Best Places to Stay appeared first on The Urban Watch Magazine.

I am, however, a lover of the ocean and the odysseys that span beneath us. I have plunged into the caves and coral formations of reefs from Fiji to Thailand, from Queensland to the Thames. After my unshackled capers had come to an end, I did try to capture the underwater magic in the waters of the city I love. Zero visibility was, on that occasion, probably the greatest gift a diver could get, but I will not be deterred and am updating my little black book one dive at a time.

Korcula, Croatia – Croatia is increasingly emerging as the dark horse of dive destinations – with corals and plentiful fish (wrasses, sea urchins, scorpion fish etc.), along with a 2000-year-old shipwreck. If you plan to dive in Croatia head to the island of Korcula, home to a well reviewed dive school.

Scapa Flow, Orkney Islands – If you fancy a spot of cold water diving and you love shipwrecks, the Scottish Orkney Islands are outstanding. Here you’ll find 120 German ships that sunk in 1919, seven large warships and four destroyers. Unbelievable! Remember to take a dry suit and that visibility is best in December and January.

Madeira – While Madeira may be an autonomous region of Portugal, it is geographically closer to Africa, making it a brilliant place for tropical diving. Often referred to as a “floating garden,” this verdant jewel rises from the Atlantic like a rocky crag and is an ideal place to soak up the sun, enjoy delicious food all afternoon and spend all morning diving. No diver should miss the 300-metre-long Monastery Reef, lying just offshore of Canico.

Whether you crave cold water, dry suit excitement, lush tropical coral or an escape route away from landlubbers, there is a diverse diving location for everyone which doesn’t require a long haul flight.

Edited by Ivy Joseph

The post Best Diving Sites appeared first on The Urban Watch Magazine.

Video produced and edited by Manuel Cuellar. Check out his other work on Vimeo.

Located in the Ancash region of Peru, 216 miles north from the capital Lima, Racracallan is an indigenous community, which lives under extreme poverty. As many other indigenous communities in Peru and across Latin America, Racracallan suffers from the abandonment of the Peruvian government and its people.

Camila hikes the second mountain of the morning. It certainly won’t be the last of the day. She looks up and senses a cold breeze coming from the glaciers that surround her. The Peruvian Andes are truly an inspiring site to hike. Black cordillera to the left and white to the right, her head floats 12,530 feet above sea level. Camila’s ears plugged into some music, eyes to the horizon and mind focused on one thing only: Teofila Espinoza. Teofila is one of the many mothers Camila has to talk to in order to add one more kid to her list. This visit will be what she calls her “nutrition sessions.”

Camila’s work in the community has been arduous and persistent. She’s slowly gaining the trust of women and kids of the community, but that didn’t come easily. She was born in Colombia and that has helped her with the language and culture barriers. USA’s Peace Corps program has only been active for two years in this community and there is still a long way to go. Nonetheless, Camila’s work will certainly be remembered for years to come.

The post 3 Minutes In Peru: Video appeared first on The Urban Watch Magazine.

1) Teleport

The people who created Skype just got one step closer to actual teleportation.

Described by New York Magazine as “Tinder for cities,” Teleport matches destinations to your priorities, goals and daily budget. Although intended as a resource for digital nomads and people considering a permanent move, a savvy traveller could glean numerous tips from here to help with holiday plans.

2) Her Packing List

With over 100 packing lists for numerous countries, HPL focuses on “the liberation of the solo female traveller.” It prepares women to explore the world, in minimalist style and safety. Despite the name, the lists, backpack reviews and travel advice are valuable resources to all, as they provide in-depth, practical insight into the reality of travelling.

3) Rome2Rio

The modern traveller seeks out off-the-beaten-path, never-before-instagrammed destinations, which often require a myriad of different types of transport to reach. Navigating this web of travel paths can be hugely time-consuming not to mention frustrating. Fortunately, Rome2Rio can actually do it for you – it creates bespoke, multi-modal itineraries to get you from A to B without all the hassle of having to look up train, flights and ferry tickets separately.

4) Atlas Obscura

Think treasure hunting on a global scale. Atlas Obscura delivers a swift backhand to the usual tourist hotspots and instead sends readers off in search of city secrets and curious sites. Bioluminescent squid, a man snacking on children and bright red Martian grass are but the tip of the Atlas Obscura iceberg.

5) 12hrs

A little bit hipster, these design and art-centric itineraries pack the best of a city into just one day. A small database, with only 12 guidebooks for Europe and 3 for North America, this resource still has room to grow and we are really excited to see which destination will pop up next.

6) Meal Sharing

Dining out is a great way of exploring a new culture but sitting down in restaurants or cafes can prove to be a very impersonal experience. Meal Sharing connects you to local people who invite you into their space – be it their house or a favourite place in their neighbourhood – and serve up a delicious home-cooked meal with great banter. This gives you a deeper glimpse into your new city as well as a chance to meet some fun people.

7) Intervac Home Exchange

The OG of home swaps, this Swedish-based, non-profit organisation has been “cultivating international friendships” since the early 1950s., Started by a group of teachers looking for affordable holiday options, to date this travel legacy has swapped 30,000 families.

8) Jet Lag Rooster

Pass on falling asleep in your spaghetti by using light to manipulate melatonin, the sleep-wake cycle hormone. Jet Lag Rooster uses your current time-zone and destination to suggest the best times for bright light exposure so that you can kick jet lag to the curb, and have more time to get out and explore.

9) WWOOF

Short for “World Wide Opportunities on Organic Farms,” this initiative provides an escape from the frenetic existence of city life through connecting volunteers to organic farms and growers. Learn about sustainability from the people who live it every day, develop practical farming skills and revel in the beauty of nature.

10) Responsible Travel

Ecotourism has become a travel buzzword over the last decade, but which tours are legitimate? Responsible Travel prides itself on eco-tours that treat local people with respect and fairness and has curated a huge variety of travel itineraries based on this mantra. Categories include “bear watching”, “dog sled safaris” and “weird and wonderful.”

11) Oyster

With a tagline like “we inspect in-person – just like your mother-in-law” it is hard to not want to use Oyster. Outraged by the marketing “fake outs” used by hotels to entice tourists, Oyster provides a humble #nofilter comparison with photos that they have taken themselves, in what is an  eye-opening resource.

12) Skiplagged

Ever heard of a “hidden city” when it comes to air travel? We hadn’t either until we found Skiplagged. A hidden city is the layover on the way to your destination. As it turns out, it can be up to 80% cheaper to just get off the plane at your layover rather than buying a direct ticket. The one catch is that you can’t take checked luggage because it will get checked right through. Think of it as a reward for packing light.

Edited by Sarah Huntington

The post 12 Undercover Travel Websites For Your Perfect Holiday appeared first on The Urban Watch Magazine.

The result is a collision of whimsy and terror that can never be unseen.

In its prime, the nearly 80-year-old park was a popular site for school excursions thanks to its vivid commentary on morality and retribution, and the free entry. Consequently, it is responsible for scarring generations of Singaporeans with over 1000 lurid and downright terrifying statues including a human crab, a lustful pig and a grandmother suckling the breast of a younger woman.

The most infamous tableau, however, is the graphic depiction of the pathway to reincarnation through the jaws of Hell itself. Ancient Chinese legend tells of the 10 Courts of Hell, all of which an evildoer must pass through to atone for his or her sins before being reincarnated.

While flinging someone into a volcanic pit is unlikely to be your first thought when asked how to punish someone for domestic violence, it is easy to accept that such a deed cannot go unpunished. Some of the other ‘crimes,’ however, are a little harder to stomach.

Ungratefulness will get your heart cut out; disobeying your siblings will see you ground to dust under a large boulder… Misuse a book at your own peril – this calls for having your body sawn in two.

Fortunately, there is an end to this Hadean nightmare. In the 10^th court an old lady wipes the memory of the newly atoned with a cup of magic tea, allowing reincarnation to begin. It seems, however, that not everyone is destined to live happily ever after – you could be reincarnated as a fossil; it would seem that some evil deeds can never be fully repented.

Ironically, a park so fixated on anguish and suffering was made a reality by an herbal heat rub created to do just the opposite.

In the 1920s, two brothers used a clever marketing scheme to turn a soothing ointment into a very lucrative ‘It’ item, beginning the Tiger Balm empire that remains unrivalled to this day. In 1937, the eldest, Aw Boon Haw, whose name not coincidentally translates to ‘Gentle Tiger,’ diverted some of his earnings into the creation of Haw Par Villa.

For years it was a cultural hub, yet in 1985 ownership was passed between several different organizations and, after suffering huge losses following an $80-million conversion into Haw Par Villa Dragon World in 1990, it slowly fell into disrepair.

The park has remained largely abandoned. The statues, somewhat faded yet retaining a striking quality, have created an eerie, disturbing and incredible experience that is not to be missed. The new owner, a heritage-tours travel company called Journeys, is well aware of this fact and seeks to firmly place Haw Par Villa back into the commercial spotlight. Already, in May, the park was transformed into the backdrop for an escape game that attracted 200 people – the first of many initiatives planned to reintroduce Haw Par Villa to the world.

Edited by Sarah Huntington 

The post Haw Par Villa: Singapore’s Forgotten Hell appeared first on The Urban Watch Magazine.