Samenvatting

The Coastal & Marine Union (EUCC) is an international NGO striving for healthy seas and sustainable and attractive coasts for both people and nature. At the beginning of this year (2012), the EUCC launched the QualityTourism program. Unlike their QualityCoast program, which is directed at the holiday destination as a whole, the QualityTourism program is only directed at the private sector businesses in the tourism branch. The aim of the program is to create an exclusive business club of private businesses in the tourism sector that will strive together for more sustainability in tourism and above that will make the definition ''sustainable tourism'' a more modern and tangible definition for the general public. The program is not an eco-label, but it promotes the specific sustainable activities of its business partners. Once business partner of the QualityTourism business club, the business partners can apply for the QualityTourism Business Award. For the official launch of the QualityTourism program into the target market, next to a Business & Implementation plan, there was a need for a Marketing & Communication plan. The main aim of the plan is to create an integrated marketing & communication strategy for the official launch of the program and this way enlarge the QualityTourism business club and create public interest at the same time.