A graduate of the MSc Sustainability programme, Richard Walker now works as the Tourism Sustainability Manager at Marketing Manchester, the organisation responsible for promoting Greater Manchester as a leading destination for business, events, and tourism.
Richard’s role brings together everything he learned at Salford, from environmental awareness and social impact to practical solutions that drive real change. What started as curiosity during his MSc in Sustainability has evolved into a mission, helping Manchester’s tourism and events sector grow responsibly and leave a lasting positive impact.
“Our job is to help the tourism and events industry become more sustainable, that includes everything from supporting hotels, restaurants, and attractions to helping visitors make greener choices when they come to the city.”
Making Sustainability Part of Manchester’s Story
Richard’s work sits at the heart of Manchester’s sustainability ambitions. He collaborates with a wide range of partners from local authorities and businesses to community organisations, to embed responsible practices across the region’s thriving tourism sector.
Whether that means supporting hotels to achieve green accreditation, guiding event organisers to reduce their environmental impact, or helping major conferences leave a social legacy, his role is both varied and impactful.
“When large-scale events come to Manchester, we help organisers think beyond offsetting emissions, we encourage them to partner with local projects, like City of Trees or community groups so that the positive impact stays here, benefiting the people and environment of Greater Manchester.”
He recalls one particularly meaningful partnership between a major insurance conference and the Woodland Trust, which resulted in a long-term forest restoration project in Bolton.
“That’s the kind of legacy that matters, when an event doesn’t just happen and go, but leaves something lasting behind.”
From Broadcasting to Building Change
Before joining Salford, Richard spent several years working in marketing at the BBC. But after years of promoting content, he felt drawn towards promoting something bigger.
“I’d always worked in communications, but I wanted to do something that felt more purposeful,” he reflects. “The Sustainability master’s at Salford gave me exactly that, a new way to look at the world and a practical toolkit to do something about it.”
Coming from a non-scientific background, Richard initially wondered whether he would fit into the course. Instead, he found it transformative. The programme provided both breadth and depth, covering climate change science, sustainable planning, energy, and social equity.
“The course gave me a grounding in everything, from the science behind climate change to how sustainability applies to cities, policies, and businesses. It made me realise that sustainability isn’t just for environmental experts, it’s something that belongs in every profession.”
One standout experience was his Energy and Sustainability module, where students could apply sustainability to a field of their choice. Richard focused on energy use in the music industry, exploring how touring artists and venues could reduce emissions, a topic that perfectly combined his creative background and his new passion for sustainability.
Learning by Doing: Salford’s Sustainable Curriculum
Beyond coursework, Richard took on the role of a Sustainable Curriculum Auditor, helping to review how sustainability was embedded across Salford Business School programmes.
“It was one of the best things I did at Salford. It taught me to think critically about how sustainability connects to all areas of learning and the SDGs. It also gave me real, hands-on experience that helped me stand out in job interviews.”
He credits that experience, alongside Salford’s commitment to making sustainability visible on campus for shaping his confidence and professional direction.
“From the recycling stations to the living wall installations, you could see the University’s values in action. It wasn’t just about talking sustainability; it was about showing it.”
Linking Learning to the SDGs
In his current role, Richard continues to draw from the United Nations Sustainable Development Goals (SDGs), a framework he first explored in depth during his time at Salford. He has since used that knowledge to design Marketing Manchester’s Sustainable Tourism Action Plan, aligning regional goals with global standards.
“The SDGs can seem abstract at first, but Salford helped me understand how to translate them into action, how to take something broad like ‘climate action’ and make it relevant to a specific project or policy.”
That perspective has been key to his success, allowing him to speak the same language as local councils, policymakers, and business leaders, while keeping sustainability rooted in community benefit.
Changing Habits, Changing Mindsets
Richard’s studies didn’t just shape his career they reshaped his daily life. Already a cyclist and vegetarian, he found himself looking even deeper at his personal impact.
“One of the early sessions on the course was about fast fashion, and it completely changed how I shop, I challenged myself to go a full year without buying new clothes and it made me think differently about what I consume and why.”
He also became more confident in sharing sustainable ideas with others.
“I learned how to talk about sustainability in a positive, inclusive way, not to preach, but to help others see why it matters. That confidence has helped me influence friends, family, and even colleagues.”
Progress Over Perfection
In his current work, Richard is keen to promote the message that sustainability is a journey, not a destination. He works closely with hospitality and tourism businesses to help them take their first steps, no matter how small.
“A lot of companies think sustainability means solar panels or big investments,” he says. “But it’s often about simple changes, reducing single-use plastics, improving energy efficiency, or sourcing locally. Those actions add up, and they’re achievable for everyone.”
He encourages businesses to communicate their progress even if they’re not perfect.
“One of my favourite sayings is: don’t let perfection get in the way of progress. You don’t need to be doing everything to start making a difference.”
Paying It Forward
Richard is passionate about helping the next generation of Salford students find their own pathway into sustainability. He encourages current students whether studying sustainability or not, to get involved in local initiatives, attend events like People, Planet, Pint, and connect with others who share their passion.
“You don’t have to study sustainability to live it, every career can be a green career. Whether you’re in marketing, design, or engineering, there’s always a way to make your work more sustainable.”
He’s proof of that himself, moving from media marketing to a role where every decision contributes to Manchester’s greener future.
From Classroom to City Impact
Reflecting on his journey, Richard says the University of Salford gave him more than a qualification, it gave him a vision.
“Without the course, I wouldn’t be in this role, the mix of academic knowledge, practical experience, and confidence I gained at Salford prepared me to lead change in a way I never thought possible.”
At the University of Salford, we’re proud to see graduates like Richard Walker translating classroom learning into community impact, applying sustainability as a mindset, not just a module. From promoting low-carbon tourism to fostering social responsibility, Richard’s story is a reminder that sustainability is strongest when it’s lived, shared, and applied.
Written by Saadan Hussain, MSc Sustainability student and Student Education for Sustainable Development Champion.