Center for Responsible Travel

Transforming the Way the World Travels

www.responsibletravel.org

1225 I St., NW ■ Suite 600 ■ Washington, DC 20005 ■ P: 202-347-9203

www.responsibletravel.org ■ staff@responsibletravel.org

CREST Newsletter: Issue 14, January – March 2017

Coastal Tourism Books Released

CREST is pleased to announced that Business Expert Press and CREST have co-

published two volumes entitled Coastal Tourism, Sustainability, and Climate

Change in the Caribbean. Volume I is focused on Hotels and Beaches and

Volume II on Supporting Activities: Golf, Sustainable Food Sourcing, and

Airlines & Airports. The volumes contain essays and case studies by 33

different experts that look at how climate change is impacting coastal tourism

in the Caribbean, and how tourism businesses are

providing solutions. The volumes are edited by

Martha Honey and Samantha Hogenson.

Two companion volumes on marine tourism will be published shortly. These

four volumes grew out of the 2015 Think Tank on Climate Change and Coastal &

Marine Tourism, which CREST and the Grupo Puntacana Foundation hosted in

Puntacana, Dominican Republic. The books are designed for tourism

professionals and academics. The books are with the printer now and will be

available in eBook form and in hard copy starting next week, from the Business

Expert Press website. CREST will release additional information about ordering

the books when it becomes available.

CREST Expands Projects in Cuba

In February, CREST Executive Director Martha Honey spent a week in Cuba, working on several CREST

projects. She represented CREST on one of four themed panels (sustainable tourism, energy, agriculture,

and finance) at a two-day forum in Havana to officially launch the “Research Initiative for the Sustainable

Development of Cuba” (RISDoC). RISDoC’s core members include four Cuban and five international

institutions, including CREST. RISDoC is designed to undertake projects and studies, organize forums and

conferences, and provide exchanges and apprenticeship opportunities to Cubans in the four target areas

of sustainable development. The forum, organized by the Antonio Nunez Jimenez Foundation, was

attended by some one hundred officials and experts from government agencies, academia, NGOs, and

civil society.

Martha also met with the Cuban research team working with

international experts on a CREST study of “Cruise Tourism:

Lessons Learned from Other Destinations.” Our Cuban research

team is headed by Dr. J.L. Perello of the University of Havana’s

Tourism Faculty, and also includes Professor Rafael Betancourt

who is CREST’s main local organizer in Cuba; Wendy Gonzalez, a

graduate studdent in tourism at the University of Havana; and

Niurka Cruz, an investigator with Plan Maestro in the Havana

Historian’s Office. In addition to the Cuban experts, researchers

from Costa Rica, Mexico, Jamaica, and the U.S. are also involved

in the study which is looking at the environmental, social, and economic impacts of cruise tourism on

ports of call, mainly in the Americas. A draft of the study will be completed in April. CREST and its

partners are planning to present the report at a forum in Havana in early June.

In addition, Martha met with Dr. Carlos Cesar Torres, Director, and Dr. Jorge Freddy Ramirez, tourism

professor, at GEDELTUR (Centro de Estudios de Gerencia, Desarrollo Local & Turismo) at the University of

Pinar del Rio, who invited CREST to assist in organizing a conference on sustainable tourism. The

conference will be held June 13-15 in the provincial town of Vinales. Based on the agenda agreed upon

by CREST and GEDELTUR, CREST has since invited some 15 international experts to speak at the

conference. CREST is also sponsoring ten Cuban participants and assisting with various other aspects of

the conference. The “International Workshop on Marketing and Sustainable Tourism” is open to non-

Cubans. For more information and registration ($285 for the conference) please contact: Dr. Carlos Cesar

Torres, carlosc@upr.edu.cu or mardeltur@upr.edu.cu. Tel. in Cuba: (53)48779361 or (53)54406301.

In January, CREST led its third Charter Club Trip to the island in partnership with Cuba Educational Travel.

15 travelers participated in the small-group experiential learning trip, visiting Havana, Trinidad,

Cienfuegos, and Zapata Swamp.

Third Year of Indigenous Tourism Project Underway in Chihuahua

In late February and early March, CREST project director Ximena Alvis, CREST’s local project manager

Laura Barragán, and Mauricio Miramontes, director of the Chiapas-based NGO Mano del Mono, spent

eight days in Chihuahua, Mexico conducting workshops with the indigenous communities of Huitosachi

and Bacajipare. This project is designed to develop “tourism experiences” with these two Raramuri

communities who live in and near the Cooper Canyon, a spectacular natural wonder and popular tourist

destination. The community meetings were facilitated by Patricia Martinez and Ilsel Loera from CONTEC,

the local NGO which is part of the CREST-led project.

The meetings in Huitosachi focused on coordinating and finalizing the staffing and pricing for a “cooking

experience” which will be run by community women and will feature preparation of traditional Raramuri

dishes. CREST and the women reviewed plans for construction of the kitchen and installing the

equipment by the end of May. Committee members are overseeing the building, decoration, and

organization of the kitchen.

In Bacajipare, the meetings focused on constructing two hiking trails, developing interpretation materials,

and training community tour guides, with the aim of completing the trails by early June. Miramontes will

return in April and May for further training of community members involved in running the

experiences. Both communities plan to begin offering their tourism experiences to visitors this coming

summer.

In addition, Alvis and her team had meetings in Chihuahua City and Creel with the project’s two funders,

The Christensen Fund and the office of Chihuahua’s Secretary of Tourism, to discuss progress to date and

steps for the next six months. The state’s Tourism Director Ivonne Barriga and her team offered to help

with designing and printing materials and developing a website for marketing these community-based

tourism experiences. In addition, the director of the Cooper Canyon Adventure Park also offered to help

with printing materials for the hiking trails.

Field Work in the Gheralta Region of Tigrai Province, Ethiopia, Completed

In February, two CREST consultants, Nilan Cooray and Lisa Shekede, spent two weeks in the Gheralta

region of Tigrai province, Ethiopia examining the condition of 16 of the region’s historically significant

rock-hewn churches. Dr. Cooray, from Sri Lanka, is an expert on World Heritage Sites and on the

conservation of historic buildings, and Lisa Shekede, from the U.K, is an expert on conservation of wall

paintings. They worked with a team of Ethiopians from the Tigrai Culture and Tourism Bureau to assess

the condition of the churches and begin the process of nominating the rock-hewn churches for UNESCO

World Heritage Site status.

In addition to providing on the job training for their Ethiopian counterparts, the two consultants also

conducted large and successful workshops with local church leaders, government officials, academics,

and community leaders. Abraha Welday, director of the Tourism Bureau and the local official in charge

of the mission, declared his satisfaction with the work of the CREST experts: “We had the most successful

field mission I have ever seen.” The CREST consultants are now preparing the draft UNESCO nomination

as well as separate reports on the preventive conservation measures required to conserve the Gheralta

churches and their wall paintings. This project is part of a larger technical assistance project designed to

conserve the cultural landscape of Gheralta, increase sustainable tourism, and create jobs in the region.

Last year CREST produced a tourism map of the leading churches to be used in promoting tourism.

Save the Date: September 27, 2017, World Tourism Day

CREST is organizing a major forum in

Washington, DC to commemorate the UN’s

2017 International Year of Sustainable

Tourism for Development. Together with

partner organizations, such as the United

Nations Environment Programme, we plan to

hold this event on World Tourism Day,

Wednesday, September 27. We will post

details on the CREST website and send them

out via eBlast and social media as soon as

they are available.

Sharing Experience, Providing Knowledge

February 9, 2017: Executive Director Martha Honey co- led a webinar entitled “Protecting Our

Marine Treasures: Sustainable Finance Options for US Marine Protected Areas (MPAs)” together

with Brian Baird, Director of Oceans at the Bay Institute and Aquarium of the Bay in San Francisco.

The webinar covered the main findings in a new report on financing MPAs, which was researched

and written by members of the expert advisory panel to NOAA’s (National Oceanic and

Atmospheric Administration) National MPA Center. Both Honey and Baird are members of the

advisory panel and they chaired the sub-committee that produced the report. View the report

here.

March 21, 2017: Managing Director Samantha Hogenson spent the day at the University of

South Carolina, meeting with CREST Academic Affiliate David Cardenas and faculty of the

SmartState Center of Economic Excellence in Tourism and Economic Development. She also

spoke to a Fundamentals of Tourism class and a Sustainable Tourism seminar class about CREST's

work.

2017 Trends & Statistics Report: Call for Submissions

CREST is preparing to release our 5th annual "Case for Responsible Travel: Trends & Statistics" report

near Earth Day in April. This year the focus will be on the UN’s declaration of 2017 as the International

Year of Sustainable Tourism for Development, and we will share responsible travel trends and examples

in the five areas of focus identified through the International Year:

Inclusive and sustainable economic growth

Social inclusiveness, employment and poverty reduction

Resource efficiency, environmental protection and climate change

Cultural values, diversity and heritage

Mutual understanding, peace and security

Each year, CREST takes the lead on putting together this meta-analysis, and we collaborate with highly

regarded industry partners to compile and disseminate the report. View the 2016 report here. If you

would like to submit factoids for consideration for the 2017 edition, please send them to

shogenson@responsibletravel.org with sources by Friday, April 7.

Interested in an Eastern Cuba Trip???

Building on the success of three small-group Charter Club Trips to Cuba since January 2016, CREST is

working with Cuba Educational Travel to offer a new trip to the Eastern side of the island, visiting

Santiago de Cuba, Baracoa, Guantanamo city, and Holguín. The trip will be in November 2017. The

itinerary is currently being finalized, and information will be released in the coming weeks.

CREST Charter Club trips are open to anyone who would like to connect with destinations and their

people on a deeper level. The next Cuba trip will feature meetings with locals, cultural and nature-based

tourism experiences, and accommodation in locally owned casas particulares. If you are interested in

traveling with us to Eastern Cuba, please fill out this Expression of Interest, and we will be sure to keep

you updated!

CARE for the Cape Day 2017

CREST is the fiscal sponsor for an incredible travelers' philanthropy program in Cape Cod called CARE for

the Cape & Islands. As a travelers’ philanthropy initiative, CARE seeks to encourage, support, and create

opportunities for local businesses, residents, and visitors to donate their “time, talent, and treasure” to

help preserve and protect the very things people travel there to see and enjoy: exquisite natural beauty,

plant and wildlife habitats, and Cape & Islands culture and history. CARE was founded and is directed by

Jill Talladay, and we are proud to share that 2017 is CARE's 5th anniversary!

CARE provides small grants to local projects to support the Cape's environment and cultural heritage.

They also hold give-back events to engage the community. This year, CARE will be hosting their annual

CARE Day on May 10th, at Woods Hole Nobska Light. Participants will have an opportunity to work side

by side as CARE aids in the preservation and beautification of this historic Lighthouse. CARE's 2017 grants

will be presented at the conclusion of activities.

Are you a resident or visitor of the Cape? Get involved! More information about CARE Day and the

registration link are available here.

CREST Auctions: Why They're Important and Thank You to Our Valentine's

Day Donors!

CREST is almost entirely funded by grant funding, on a project basis. While this is a great model for us and

allows us to serve our projects in the best way possible, the funding schedule can at times be sporadic.

We host our four travel auctions a year to fill the gaps in our funding, which allows us to do things like

host interns from all over the world to teach and encourage the next generation of sustainable tourism

professionals, produce four books on climate change and coastal & marine tourism, research and release

our annual widely used "Case for Responsible Travel: Trends & Statistics," speak at events to further

education and awareness about responsible travel, collaborate with universities through our Academic

Affiliates program, and produce films such as our 2016 educational documentary Caribbean 'Green'

Travel: Your Choices Make a Difference. Internally funded projects like these are vital to furthering the

vision of CREST, to transform the way the world travels, and they would not be possible without

donations from travel businesses for our quarterly travel auctions. In all honesty, they would not be

possible. In this, the UN's International Year of Sustainable Tourism for Development, spreading

knowledge about responsible travel is more important than ever.

That's why we are so grateful to our past and present donors, and want to extend a special thank you to

our Valentine's Day auction donors: Soneva, Tierra Hotels, Golden Door, Laguna Lodge, Meadowood

Napa Valley, Inn by the Sea, Emerson Inn, Yacutinga Lodge, Amerian Portal del Iguazu, and Coco

Collection. We are so appreciative!

2016 was a record-breaking year for CREST in our auction series, and we'd like to break that record again

in 2017. Are you a hotel, tour operator, airline, small cruise line, or attraction that is doing really

incredible projects in your communities or implementing noteworthy sustainability initiatives? We'd love

to include you in our next auction, which will surround Earth Day, April 18 – May 2. We already have

Micato Safaris, Bodhi Surf School, Island Outpost, the Pavilions Himalayas, and Playa Viva on board, but

we need to add more wonderful vacation packages. Will you join us? In exchange for your participation,

we'll showcase your company and initiatives on our auction host site, www.charitybuzz.com, which gets

over 600,000 unique views per month. We'll also send out the auction information to our network of

over 14,000 who are interested in responsible travel, and post about your company's work on our social

media networks.

To participate, please contact CREST managing director Samantha Hogenson at

shogenson@responsibletravel.org by April 4.

Platinum Sponsor Spotlight: Bucuti & Tara Beach Resort, Named Green

Globe's Most Sustainable Hotel in the World

Continuing our Platinum Sponsor spotlight series, this month we talked with Bucuti & Tara Beach Resort

in Aruba about their sustainability journey. Get to know this deep green company, which proves that

being a good steward doesn't mean sacrificing quality or success. If you'd like to learn more, Bucuti is

featured in our 2016 film Caribbean 'Green' Travel: Your Choices Make a Difference and soon to be

released book Climate Change, Coastal Tourism, and Sustainability: Volume I.

CREST: Bucuti & Tara's founder/CEO, Ewald Biemans, is a visionary and has integrated sustainability

into construction, design, operations, management, and company culture since the beginning. Why

was incorporating sustainability into the business model important from Bucuti's founding in 1987?

Bucuti: “Tourism is not in the tourism business, Aruba is in the nature business. As without our unspoiled

nature there is no tourism.” This quote from Ewald Biemans embodies the philosophy of Bucuti & Tara

Beach Resort and has since the beginning.

Bucuti’s story began in the 1980s when Ewald, a nature lover, began to see signs of a concerning future

for the island he fell in love with years ago. As tourism increased and foreign labor arrived, he saw a

drastic increase of trash and waste that was beginning to harm Aruba’s delicate ecosystem. In turn, it was

beginning to affect the tourism-dependent island’s economy.

With the development of Bucuti & Tara Beach Resort in 1987, Biemans sought to prove that a memorable

vacation experience and sustainable tourism can be mutually inclusive and a successful way of doing

business. Soon after opening, he listened to guests’ concerns about the use of plastic (Aruba still to this

day does not recycle plastic) and realized that others, too, shared his growing worry as well as

commitment to doing things differently.

Biemans’ passionate concern for the wellbeing of his guests and nature is reflected in every unique aspect

of Bucuti. Each environmental and guest-focused initiative builds upon one another, compounding to

create a greater impact.

Today, those comprehensive environmental initiatives have significantly reduced greenhouse gases,

improved air quality, reduced waste and the impact on landfills, and reduced pollution in general to

protect marine wildlife, including protecting a safe nesting habitat for endangered sea turtles. Since early

2016, Bucuti teamed up with island veterinarians to help solve the island problem of pet overpopulation

by helping to fund a spay and neutering program that to-date has helped 4,200 dogs and cats. As a

recognized sustainable tourism pioneer, Ewald continues his mission to protect Aruba’s nature and to

motivate and teach others that the only solution is to work together to make the difference.

All the while, the resort continues to listen to its guests and enhance the vacation experience achieving a

year-round occupancy rate exceeding 90% and 65% repeat guest rate. The first time guests see the in-

room television sustainability channel and hear Bucuti staff share the resort’s commitment to the

environment, they realize their beautiful vacation on one of the “Dream Beaches of the World” is even

richer and more dynamic than imagined.

CREST: Bucuti & Tara is internationally renowned as one of the most romantic hotels in the Caribbean

and even the world, and at the same time was named the most sustainable hotel in the world by Green

Globe in October 2016. How has Bucuti managed to balance luxury and environmental friendliness?

Bucuti: Bucuti is indeed the proud recipient of TripAdvisor’s 2017 Travelers’ Choice Award as the No. 1

Hotel for Romance in the Caribbean while being named by Green Globe as the Most Sustainable

Hotel/Resort in the World in fall 2016. Instead of seeing these as standalone accolades, Bucuti sees these

as working together in harmony. Most guests coming to adults-only Bucuti savor the tranquil, romantic

atmosphere. People who are in love are happy people who want to do good things for one another.

Joining the resort’s sustainability initiatives is natural and they take pleasure in knowing they are

preserving this resort that is special to them so that they may return to it as well as others. Bucuti has

created a luxurious experience that is sustainable without sacrificing any quality.

CREST: Bucuti has won numerous environmental awards and obtained a number of certifications. Why

is becoming certified useful in the journey towards sustainability? What would you recommend for

smaller hotels that may not be able to afford or keep up with certification-required guidelines and

recommendations?

Bucuti: Bucuti is honored to hold the most eco-certifications in the Caribbean. The resort sees these

certifications as a crucial part of the sustainability journey because they provide rigorous requirements

and high standards reflecting the ultimate best practices. The certifications serve as guidelines that Bucuti

incorporates into its planning and operating procedures.

At first glance for smaller hotels, going green may appear cost-prohibitive. Ultimately, the alternative is

disasterous. Bucuti’s advice is to start small. Begin with a single initiative such as decrease laundry by

replacing linens by request during a guest’s stay, and as a long-range goal work toward implanting

double-up laundry water recycling. At Bucuti, this saves the resort 400,000 gallons of water a year.

Starting small can also begin with reducing dependence on electricity such as switching lightbulbs over to

LED lights that use less energy and last significantly longer, which also eventually reduces expenses.

Eventually, small steps lead to bigger initiatives such as installing solar panels to heat water, a practice

that supplies Bucuti with 100 gallons of hot water each day without having to use electricity.

Some certifications have multiple levels. Steadily work up level by level. Every step makes a difference. Ask

for help. Bucuti welcomes to help anyone at any step along the way of the sustainability journey.

Everyone is in this together.

CREST: How does Bucuti involve the guest in the sustainability journey? Why is that important?

Bucuti: Reaching that peak position of "World's Most Sustainable Hotel/Resort" is only made possible with

guest involvement, which is only natural considering everyone must work together to take care of the

environment. A few of Bucuti's popular guest initiatives include:

1. Stainless steel logo water bottles – Upon check-in, guests receive reusable drinking bottles for

use throughout the resort, which has multiple water stations in addition to the high-quality tap

water. Since Aruba does not recycle plastic on-island, by banning disposable water bottles on the

resort, Bucuti (94% year round occupancy, 104-rooms) keeps approximately 283k disposable

water bottles per year from ending up in the island’s landfill.

1. Monthly beach clean-up – On the third Wednesday of every month, guests are invited to team up

with resort staff to help clean up Bucuti’s beachfront home, Eagle Beach. Known as one of the

“Dream Beaches of the World,” Eagle Beach is also home to the natural nesting habitat for

endangered leatherback sea turtles. Guests and staff patrol the beach freeing it from debris and

obstacles that could impair the turtles’ habitat or even blow into the ocean and hurting other

marine life. This initiative removes 500 lbs. of waste from the beach every year and happens to

help build camaraderie, as well.

2. Green Stay Program – Guests can opt into the Green Stay Program, which reduces housekeeping

services to twice weekly and conserves water, energy and supplies.

3. Pack for a Purpose – Bucuti is a proud member of Pack for a Purpose, an initiative that allows

travelers make a lasting impact in the community at their travel destination. If guests save just a

few kilos of space in their suitcase, when they travel to Aruba, and bring supplies for a children’s

home in need they make a priceless impact in the lives of local children. Bucuti works with

Children’s home Imeldahof. The home offers shelter and guidance to boys and girls (ages 6-12)

who, due to circumstances, cannot live with their parents or caregivers. Supplies needed are: arts

& crafts, books, notebooks, games, puzzles, PlayStation3 games, teen magazines. Please click

here for more information on Pack for a Purpose. Guests bring their gift items to our front desk at

Bucuti, and resort staff delivers them to Imeldahof once a month.

Bucuti’s in-room channel is actually environmentally-focused, helping to set the precedence for guests.

One additional initiative is Bucuti revamped its menus last year to provide guests a healthier dining

experience and as a byproduct, it immediately reduced waste ultimately lessening its carbon footprint by

up to 30%.

CREST: Differing from many Caribbean luxury hotels, Bucuti is not an all-inclusive resort. Why was this

decision made, and has the surrounding community benefited from this model?

Bucuti: Bucuti offers “no surprise pricing” that is packed with value and flexibility. The resort’s pricing

includes the room rate, taxes and service charge, a full American breakfast, WiFi, use of iPad throughout

stay and local calls. Guests may also enjoy à la carte dining onsite for lunch and dinner at Elements or

enjoy a chef’s table dinner at Carte Blanche, both are two of Aruba’s top restaurants. Bucuti is proud of its

island home and encourages guests to go off property and experience local restaurants. Bucuti also

participates in the Dine Around program where guests can purchase a Dine Around Plan and enjoy a

three-course dinner in a choice of 20 member restaurants of the Aruba Gastronomic Association for

$50.00 per person, per day (inclusive of tax and service charge). This allows the benefits of tourism to be

felt throughout the community.

CREST: It is clear that operating your resort in an environmentally and socially responsible way is good

for business. What message do you have for other tourism enterprises that may have not yet started or

are just beginning their sustainability journey?

Bucuti: Yes, it is! Sustainability is a pillar to the Bucuti experience. Our guests appreciate this approach

and many remark that Bucuti’s deep commitment to sustainability is a factor in selecting the resort for

their vacation experience as it aligns with their values. Contrary to popular belief that being green is cost-

prohibitive, Bucuti has found that its energy conservation initiatives have reduced operating costs. This

allows the resort to pass along some savings to guests by maintaining reasonable rates. In some cases,

such as with the healthy portions dining initiative, revenue has actually increased.

Financially, investing in sustainable solutions sometimes costs a bit more up front, however savings are

realized along the way as materials last longer. Ultimately, Bucuti passes along savings to its guests by

keeping our rates reasonable and free of any additional fees such as unpopular resort fees.

Begin by knowing it is 100% worth starting the sustainability journey. Like Bucuti, start small. Begin with

one initiative, add a second and soon it will compound. Engage the entire staff because offering a

sustainable tourism experience is not an item on a checklist, rather it’s woven into the culture of the team.

This is an exciting approach knowing a difference is being made and everyone shares in the greatest

reward – protecting the world everyone shares.

New Platinum Sponsor: Bodhi Surf School

We are stoked to welcome Bodhi Surf School in Costa Rica as a new Platinum Sponsor in 2017! Bodhi Surf

has been identified as an outstanding steward of Mother Earth, and they accepted our invitation to join

the Platinum Sponsors category. This means they have agreed to help support CREST through our

fundraising auctions for the next five years. Bodhi Surf School is the first B Corp Certified surf and yoga

camp in the world. They are located at the footsteps of a 13,300 acre marine national park in the

community of Bahia Ballena, in southern Costa Rica, and use yoga, surfing, community engagement, and

travelers’ philanthropy as tools to foster increases in pro-environmental behaviors in guests and the local

community. The staff believes Bodhi Surf should serve as an example that inspires others — individuals

and businesses alike — to be conscientious of their own impact and take meaningful action to reduce

their footprint. Learn more about their inspiring work at https://www.bodhisurfschool.com/.

Global Ecotourism Survey: Your Participation Requested

"Ecotourism." We hear this word a lot these days. But what does it mean? Does it still mean what it used

to? And if ecotourism is the fastest growing form of tourism, how do we make sure it lives up to its

potential as a positive tool for people and nature? Many people are asking these same questions today.

With the help of a dozen industry experts, a researcher from Yale just launched a survey to collect

information about the state of the industry and find answers to these questions. Hopefully, this survey

will help to decipher what the global tourism network believes is needed to help ecotourism work better

for everyone. It may also be the start to a globally collaborative initiative for ecotourism that many

people have called for.

Please take and share this survey at your convenience. It takes 7-8 minutes to complete and is available

in English, Spanish, and French. Your responses will make a difference.

Find the survey here: Global Ecotourism Industry Survey

Call for Submissions: Skål International Sustainable Tourism Awards

Skål International is an Affiliate Member of the UNWTO

whose mission is to promote the development of responsible,

sustainable, and universally accessible tourism. Following the

UN declaration of 2002 as the International Year of

Ecotourism, Skål launched the Sustainable Tourism Awards in

the same year to highlight and acknowledge best practices

around the globe. According to Skål, "Now in its 16th year,

the Sustainable Tourism Awards, while highlighting best

practices in tourism around the world, also serve the purpose

of acquainting the world with this new concept that puts emphasis on the importance of the interaction

of the physical, cultural and social environment, the traveller's responsibility and the need for active

community participation for Sustainability."

Submissions are now open for the 2017 Sustainable Tourism Awards. Any public agencies, private

companies, or civil organizations globally are welcome to submit an entry in any of the nine available

categories:

Tour Operators

Urban Accommodation

Rural Accommodation

Transportation

Countryside and Wildlife

Marine

Community and Government Projects

Major Tourist Attractions

Educational Institutions/Programmes and Media

The deadline for submissions is June 30, 2017. For more information, visit

https://www.skal.org/en/sustainableguidelines or contact Sandra Vera at sandra.vera@skal.org.

Travelers' Philanthropy Spotlight

Intrepid Travel has long been known as one of the most responsible tour operators in the business,

focusing on small group experiential travel. They give back to the communities they visit, carbon offset

their trips, have a robust animal welfare policy, and live sustainable travel every single day. In December

2016, Intrepid ran a Travel for Good campaign where they contributed 10% of all sales to four Intrepid

Foundation projects. Through the campaign, they were able to donate over $150,000 to Blue Dragon,

Kusimayo, Pollinate Energy, and Friends of the Asian Elephants. Inspired by Intrepid’s commitment to

donate 10% of the trip to these projects, some travelers even added on extra donations to the

Foundation.

Keep up the good work, Intrepid Travel!

Supporting projects for the benefit of communities and the environment is an

opportunity every tourism business has and should harness to keep our

world's places healthy. Need some ideas? Review Intrepid's website, for

starters. And we would be happy to hear from you if you'd like to establish

your own responsible travel programs!

Academic Affiliate Spotlight: Boson University and Purdue University

Research Partnership

CREST Academic Affiliates, Dr. Makarand Mody of Boston University and Dr.

Jonathon Day of Purdue University have partnered to conduct much-needed

research on consumers of responsible tourism, asking the questions:

1) What are consumer motivations for responsible tourism? Can we create

segments of these consumers based on their motivations?

2) What are the drivers of their loyalty towards responsible tourism operators?

The study looking at question one was published in 2014, and the study of

question two is currently under journal review. Here are brief synopses of the

studies:

Study 1:

"The different shades of responsibility: Examining domestic and international

travelers' motivations for responsible tourism in India"

Researchers conducted a survey of travelers of five responsible tourism operators

in India: The Blue Yonder (TBY), Grassroutes, Help Tourism, Grass Routes (Orissa), and Kipepeo. They

found nine different motivation factors underlying their decision to participate in responsible tourism,

and labeled these as Nature, Responsible Operator (the pull of a responsible operator who provides a

meaningful connection with a destination), Rurality, Responsibility (the desire to make a difference),

Escape, Personal Development (self discovery and growth), Family (bonding), Socialization, and Travel

Bragging (telling others about their travels).

Researchers then used these motivations to create segments of travelers and found three key segments,

which were labeled the Responsibles, Socializers, and Novelty Seekers. While the Responsibles, who were

mainly international travelers, were motivated by a desire to give back to the communities they visit and

have a positive economic, social, and environmental impact through their travels, for the Socializers the

opportunity to bond with family and friends and meet new and interesting people was the most

important. For the Novelty Seekers, it was wanting to travel in a way beyond the cookie-cutter, and do

things they have never done before. The Socializers and Novelty Seekers were mainly domestic visitors in

India. These findings have important implications for responsible travel operators, highlighting the range

of motivations that they must cater to. While responsibility is important, other motivations cannot be

ignored. Also, they must recognize that travelers will want more of certain things depending on which

segment they belong to, and the operators' products/itineraries and their communications (the language

they use, for example) must reflect these differences. Researchers also used a range of demographic

indicators to profile these segments, and these provide rich information that can be used to target and

communicate with specific groups, at least in the Indian context.

Study 2:

For this study, researchers are using a framework from marketing and international business -- Product

Country Image (PCI) -- to build a model that explains travelers' loyalty towards responsible tourism

operators. The PCI framework has been found to hold true in many different product/service scenarios.

Broadly, it states that the image of a country impacts (favorable/unfavorably) the images of the

products/brands from that country. So, for example, German car brands benefit from Germany's

favorable image as a technologically advanced country that manufactures high quality products. These

image related benefits then have subsequent implications for customers' decisions to

choose certain products/brands, and whether they will be attitudinally and behaviorally loyal to those

products/brands.

Mody and Day's teams were examining whether this logic holds in the context of responsible travel as

well. Data collection is the same as for the above study 1: researchers surveyed travelers to the five

responsible tourism operators in India: The Blue Yonder (TBY), Grassroutes, Help Tourism, Grass Routes

(Orissa), and Kipepeo. They found the relationships in the model to hold in the case of responsible travel

as well, i.e. a favorable image of India as a travel destination has positive spill over effects on the images

of the responsible travel operators in the country. In turn, travelers in the sample became more

attitudinally and behaviorally loyal to these operators. Not only did they talk about these operators more

favorably to others but they had also traveled multiple times with these operators. The major implication

for operators is that they need to leverage the positive image of the country in which they are located in

their communications with travelers. There needs to be a closer integration between the domestic and

international promotion of a country as a tourism destination and that of its responsible tourism product.

When travelers view a country as a favorable destination they travel to, then this has a positive spill over

on how the operators are perceived. There needs to be coordinated country-responsible tourism

branding campaigns to remain competitive in a crowded global arena.

New Company Spotlight: Subcultours

Traveling and looking for a way to connect with a city’s creative crowd? For the creative and culture-

craving spirits out there, Emily Simmons, one of our past interns, is now working for a really cool

responsible travel start-up in Costa Rica and Germany, and we'd like to share it with you. Consider

checking out subcultours, an international online platform that connects travelers with the local artists

and creative entrepreneurs that shape the subcultures of their country. In a world where globalization

and international travel reign, subcultours is an exciting way to both discover and preserve the beauty

and wonder of culturally diverse peoples all over the world. With experiences available in Costa Rica and

Germany (surfboard shaping, specialty coffee brewing, electronic music mixing, craft beer making…),

subcultours hopes to continue expanding and connecting the creative crowd across the globe. Listen to

the company's story, and check out a preview of what you can expect.

Meet Our Spring Volunteers & Interns

This semester, we have two passionate, creative, and phenomenally smart

young ladies working with us to help advance the mission of CREST and learn

more about this transformative industry:

Eugene Kim: A California native and graduate of U.C. Berkeley and U.C. Davis

School of Law, Eugene is currently on sabbatical in Spain, where she is working

at a bilingual public school in Madrid. Previously, Eugene worked as a policy

advocate for nonprofit organizations to promote sustainable agriculture, local

food systems, and healthy food access in underserved communities. While

sustainability and community development are important to Eugene, her

interest in those areas extends, ultimately, to the preservation and

empowerment of local places and communities. As an avid traveler in North America and beyond, a

former volunteer English teacher in Ecuador, a hiking and outdoor enthusiast, and an active participant in

online travel communities, among other things, Eugene has a deep interest in promoting community

development and sustainability through volunteering, educational exchange, outdoor adventures,

gastronomy, the arts, and the sharing economy. She is excited to be a part of CREST's efforts and aims to

move her professional life into the world of sustainable travel.

Jessica McCommon: Jessica is currently in her last semester at the College of

Charleston, graduating in May of 2017 with a Bachelor’s degree in Hospitality and

Tourism Management and Business Administration. She first became interested

in sustainable tourism through involvement with Global Brigades voluntourism in

Honduras. Global Brigades works with impoverished villages to promote

sustainable long term development, teaching volunteers the importance of

sustainability and the necessary protection of host communities. Jessica also

spent last year completing an international exchange program at the University

of Groningen, in the Netherlands. She spent that year studying European culture

and international humanitarian action, while also taking advantage of the opportunity to travel while

abroad. Visiting over a dozen countries and meeting people from all over the world spurred Jessica’s

passion for global travel and commitment to protecting the many natural treasures of the world that

traditional tourism threatens to overtake.

Jessica hopes to continue traveling throughout her career, and believes that involvement with

sustainable tourism will allow her to have a positive impact on vulnerable destinations as well as future

travelers. She is currently conducting an independent study on the development of sustainable tourism in

Cuba in the wake of lifted U.S. travel restrictions, and is increasingly interested in CREST’s work in Cuba

and the Caribbean. She plans to continue her education through post-graduate coursework in

sustainability policy and international sustainable tourism management. She strives towards goals of

working internationally with sustainability policy for underdeveloped countries. Jessica is thrilled with the

opportunity to be involved with CREST, and looks forward to a future in this industry.

Jessica recently completed a study tour of wine tourism in Napa with her class. Learn more about the

growth of wine tourism and sustainable tourism opportunities and challenges through Jesse's

informative essay.

CREST in the News

November 3, 2016: “The Changing Colour of Travel from Grey to Green”: This article discusses

the greening of the tourism industry and how to be a more mindful traveler. CREST’s “Trends &

Statistics” study is referenced twice, noting that the “social and environmental imperative for

responsible travel is being spurred, in part, by the twin crises of wealth inequality and climate

change” and that large hotel and tour operators around the world are responding to ecotourism

interest by appointments of senior management positions for sustainability practices.

November 10, 2016: “8 Ethical Travel Destinations to Visit in 2017”: Alongside other sustainable

tourism experts, CREST’s Martha Honey adds her voice to highlight Canada, Aruba, Grenada, and

Costa Rica.

November 23, 2016: “Why Does B.C. Still Kill Grizzlies for Sport?”: The debate over bear viewing

vs. bear hunting the Great Bear Rainforest rages on. An October provincial government news

release claims B.C. has “a high level of rigour and adequate safeguards in place to ensure the

long-term stability of grizzly populations.” This is disputed by biologists, and those against the

hunting argue that it’s not even all about science – it’s about values and ethics. CREST’s economic

impact report is cited.

November 24, 2016: “B.C. NDP Announces Policy to Ban Trophy Hunting of Grizzlies”: As part of

its 2017 election platform, the New Democratic Party of British Columbia has pledged to ban all

trophy hunting of grizzly bears in the province. CREST’s economic impact report is cited once

again.

December 4, 2016: "The Greenpreneur" Podcast: Martha Honey was a guest on "The

Greenpreneur Show" with Michael Thomas, which is a one-hour consumer based program every

Sunday at 3pm CST. The audience ranges from young entrepreneurs to eco-conscious guru's that

are eager to change the world and their lifestyle by their actions. She spoke about sustainable

tourism and CREST's work.

December 5, 2016: "Marketplace Challenges Proved Too Much for Fathom to Overcome":

Carnival's "social impact" cruise line , Fathom, will shut down next June. Fathom offered

voluntourism and people-to-people experiences. Fathom's Adonia created buzz for being the first

ship to take regularly scheduled cruises to Cuba in more than 50 years. Social impact cruises were

also offered to the Dominican Republic. It turns out the audience just wasn't there. Martha

Honey comments in the article as to why she thinks this is.