Natural Britain: new platform for ethical domestic tourism launches

Photo of cycle tourism in the UK

According to the Office of National Statistics, in 2019 there were 93.1 million visits overseas by UK residents, worth £62.3 billion. As lockdown eases here, overseas travel continues to be limited for the foreseeable future, so most consumers are now looking for travel experiences within the UK.

As a consequence, UK-based outbound operators are having to rapidly adapt their customer offering, diversifying their portfolio with the inclusion of UK product (for the first time in many cases). This presents an unmissable opportunity for the domestic tourism industry.

Natural Britain is a new, helpful resource for the trade, that showcases a hand-picked selection of interesting, active and sustainably-operated experiences and accommodation in England, Scotland, Wales and Northern Ireland. The initial selection (to be expanded significantly over the coming weeks) is featured on , where operators and agents can browse and choose the right product to match their clients’ preferences and needs.

The type of experiences range from wild swimming off hidden beaches in north-west Scotland, to sky-running amongst Snowdonia’s mountain giants, reconnecting with nature deep in the woods of Dartmoor, to foraging by kayak along Dorset’s Jurassic Coast… The primary ethos of Natural Britain is to bring together inspirational suppliers that are ethically minded and protect the environment and give back to the communities in which they operate.

The inspiration behind Natural Britain comes from The Adventure Connection Group – an experienced travel marketing consultancy that connects amazing travel experiences with relevant markets. Given their extensive knowledge of the adventure travel market and industry connections established over 30+ years, they had recently received an influx of requests to recommend professionally-run and interesting domestic suppliers. Passionate about mitigating the travel industry’s impact on the environment and realising the urgent need for a supply of exciting UK product, they have today launched Natural Britain as a resource for the trade.

Huw Owen, co-founder of Travel Local says : “We need to adapt to the needs of a rapidly changing market by offering UK adventures that are inspiring, exciting and are genuinely responsible. Natural Britain has been invaluable, helping us to quickly find suppliers that meet these criteria.”

Mark Wright, Founder of Natural Britain says : “ Over the last few months we have seen what nature can be without crowds, pollution and over-tourism. We all have a responsibility to protect the environment and the communities within which we operate and we now have a chance to begin again. We’ve sifted through the mass market offerings and selected authentic and responsibly-operated experiences in the British Isles, that we know will appeal to UK operators and discerning clients .”

This is the press release. For more information, visit

Travindy is an independent website featuring news and opinion on all issues to do with tourism and sustainability. Written primarily for an industry audience, our aim is to support the transformation of the sector into one that is regenerative, restorative and fully inclusive.

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