Flying the green flag: the gentle art of greenwashing

Summary

Many travel companies these days are keen to promote their green credentials. How much of it is mere tokenism and how far is the travel industry genuinely committed to tackling the climate crisis by promoting behavioural change? We explore the gentle art of greenwashing.

hidden europe 65 / Branding

Throughout the travel industry, the race is on to get the very best green sheen, as tour operators and destinations show off their commitment to the environment. But the road to credible green credentials is laced with danger, and many a marketing manager or PR guru has rued the day they played the green card.

This is just an excerpt. The full text of this article is not yet available to members with online access to hidden europe. Of course you can read the full article in the print edition of hidden europe 65.

Editorial hidden europe 65
Editorial

By hidden europe

In issue 65 of hidden europe magazine, we roam from Scotland through France and Germany to Vienna and beyond. We have whisky and cheese, thoughts on cross-border rail services, a remarkable report on the world’s first hybrid cars and disturbing news about bees in Arctic Russia.

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Wild bites: foraging in Malta
Feature

By Daiva Repeckaite

Wandering Maltese byways, we discover that each season brings its own menu of edible plants. In her first contribution to hidden europe, Daiva Repeckaite shows how foraging for wild plants reveals novel perspectives on the Maltese landscape. Amid the dry austerity, Malta has a rich variety of food there for the taking.

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Heathland: exploring the Lüneburger Heide
Feature

By Paul Scraton

The great heath at Lüneburg in northern Germany recalls a landscape that was once very common across many parts of Europe. Paul Scraton explores how the landscapes of the heath reflect land management practices developed over many centuries. The Lüneburger Heide still gives a welcome sense of wilderness not far from great German cities.

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Looking for Lohner: a Viennese transport legend
Feature

By Duncan JD Smith

Discover the story of the world’s first hybrid car as we explore the remarkable history of Lohner – a Vienna-based company which over two centuries has developed cars, aircraft, trams and scooters. Duncan JD Smith delves into the archives to chart the history of this Austrian legend.

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Cattle country: le pays de Salers
Feature

Cantal boasts some striking volcanic landscapes and some very fetching cows. We stop off in Salers, a handsome town in the hills which has given its name to Salers cattle and Salers cheese.

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Flying the green flag: the gentle art of greenwashing
Branding

Many travel companies these days are keen to promote their green credentials. How much of it is mere tokenism and how far is the travel industry genuinely committed to tackling the climate crisis by promoting behavioural change? We explore the gentle art of greenwashing.

Read on
The lure of Barbizon: European art colonies in the 19th century
Art

By Nicky Gardner

The nineteenth century saw big changes in European artists’ relationships with landscape. A new network of art villages (or artist colonies) developed. Places like Barbizon, Worpswede, Pont-Aven and Newlyn were quickly inscribed on the European cultural imagination.

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Time for change: new rail services for 2022
Railscan

Slower trains from Newcastle to Edinburgh and faster dashes from Cologne to Berlin are in the offing. New rail timetables across Europe come in effect in mid-December 2021. New night trains from Austria to France and from Switzerland to the Netherlands will start. We highlight some key changes in European rail schedules.

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Promoting Europe: the Connecting Europe Express
Perspective

On 7 October 2021, a train from Lisbon arrived in Paris. The journey from the Portuguese capital had taken five weeks. The Connecting Europe Express was no ordinary train, but one which recalled the fine tradition of agit-prop trains which 100 years ago criss-crossed Russia to spread the Bolshevik message.

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Names to ponder: memory and place in the city
Hidden histories

Take a look as the names of streets as you explore foreign cities. We’ve noted streets named after Stalin in southern England and a road named after Tito in France’s Champagne region. These and similar street name evoke important issues about place and memory, reminding us how historical narratives evolve through time.

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The land in-between: the spirit of Moray
Special spaces

Few regions of Scotland can quite match the seductive beauty of Morayshire. Whisky galore, some of Scotland’s finest salmon fishing and a strong sense of community have helped shape the spirit of Moray.

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European heathlands
Snippet

By hidden europe

Dedicated teams of scientists and conservationists are working to preserve Europe’s lowland heaths. The threats to these endangered habitats are many: creeping urbanization, the conversion of traditional heathland to cropland and the planting of conifers.

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Polar bees
Snippet

By hidden europe

The news is not great for polar bumble bees, which are well adapted to the Arctic climate. Climate change may not bode well for these bees in the Russian North, but the prospects for adventurous butterflies are on the up.

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Allegro speculations
Snippet

By hidden europe

No rail operator’s international operations were more brutally affected by the pandemic that those of RZD Russian Railways. Links from Russia to fourteen other European countries were suspended in March 2020, and none of those regular passenger services have yet been restored.

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Erasing the tsar
Snippet

By hidden europe

In the Russian town of Pushkin, not far from St Petersburg, there’s a district called Tsarskoye Selo – a sweep of palaces and gardens which was once the summer home of the Romanov family.

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Salers cheese
Snippet

By hidden europe

Salers de Buron is no ordinary cheese. It reflects the richness of the high pastures in France’s Cantal region. The mountain grass is interlaced with Alpine fennel, gentian, arnica, anise and liquorice.

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Preview hidden europe 66
Preview

By hidden europe

A look a head at hidden europe 66 which will be published on 18 March 2022.

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hidden europe 65

Flying the green flag: the gentle art of greenwashing

Summary

Editorial

Feature

Feature

Feature

Feature

Branding

Art

Railscan

Perspective

Hidden histories

Special spaces

Snippet

Snippet

Snippet

Snippet

Snippet

Preview

Cultural border zones

Escape from the world: the fascination of islands

The lure of Barbizon: European art colonies in the 19th century