DEVON County Council has launched a new campaign to promote Devon as England's greenest county.
The Discover Devon Naturally campaign will highlight the importance of sustainable tourism in the UK and demonstrate why holidaying in Devon can be environmentally friendly.
It is directed at educating the country's tourism businesses to operate in environmentally friendly ways and underwrites the cost of becoming 'green-accredited' via the Green Tourism Business Scheme.
There is also a website to accompany the project, http://www.naturallydevon.com, which provides visitors with a guide to planning environmentally friendly holidays and details green-accredited accommodation, attractions and restaurants, where to buy local produce, public transport information and a responsible visitor code.
Executive member for regeneration Humphrey Temperley said: "It is an exciting time for Devon as we roll out this new campaign across the UK. The wider activities of Devon County Council and our commitment to sustainable tourism means we really are the greenest holiday destination and the greenest county.
"With the number of travellers using UK airports expected to double by 2020 to 400 million a year, we need to think about the effect holidaying abroad will have on our environment now. It is important to set in motion a trend for holidaying in the UK before it's too late and to provide people with information and advice on how they can help do their bit to combat climate change."