1

International Centre for Responsible Tourism

Prof. Harold Goodwin

Taking Responsibility for Sustainable

Development through Tourism

2

Taking Responsibility for Sustainable Development through Tourism

1. Responsible Tourism 2. The UK Market3. The business case4. International examples 5. Relevance to Canada

3

Sir Colin Marshall, British Airways 1994

Tourism and the travel industry “is essentially the renting out for short-term lets, of other people’s environments, whether that is a coastline, a city, a mountain range or a rainforest. These ‘products’ must be kept fresh and unsullied not just for the next day, but for every tomorrow”

What’s the issue?

4

Our holidays their homesTourism in unusual in that it is an “export industry” where consumers travel to the factory to consume the product.

But there is pollution – negative impacts

Opportunities for additional sales of goods and services: added value

5

Culture & Tourism

““Your Your everyday everyday life is life is someone someone elseelse’’ssadventureadventure”

Swedish NGO fly-posting in Ljubljana, Summer 1997

Gazing: grockling

6

What is the purpose of tourism? What is it for?

More: GrowthArrivals/spendIndividualBusiness Community Government

Conservation Development Creation of

EmploymentMaintenance of

Heritage Taxation Regeneration

7

Destinations are made – but who by?

Multi-stakeholder partnerships – what will business contribute?

8

What is Responsible Tourism?

“… better places for people to live in better places for people to visit”

Global thinking - local action

Market opportunity for the industry and local communities

Approach to managing tourism in destinations

Diversity

9harold@haroldgoodwin.info

Jost Krippendorf The Holiday Makers

Vision: to develop and promote new forms of tourism, which will bring the greatest possible benefit to all the participants - travellers, the host population and the tourist business, without causing intolerable ecological and social damage.

All forms of tourism can be more responsible.

Global thinking - local action

Proposals must be as infectious as possible – because “Orders and prohibitions will not do the job - because it is not a bad conscience that we need to make progress, but positive experience, not the feeling of compulsion but that of responsibility”.

Need rebellious tourists and rebellious locals

10harold@haroldgoodwin.info

Responsible Travel takes a variety of forms, it is characterised by travel and tourism which1. minimises negative environmental,

social and cultural impacts;2. generates greater economic benefits

for local people and enhances the wellbeing of host communities, by improving working conditions and access to the industry;

3. involves local people in decisions that affect their lives and life chances.

Cape Town Declaration 2002

11harold@haroldgoodwin.info

4. makes positive contributions to the conservation of natural and cultural heritage and to the maintenance of the world’s diversity;

5. provides more enjoyable experiences for tourists through more meaningful connections with local people, and a greater understanding of local cultural and environmental issues;

6. provides access for physically challenged people; and

7. is culturally sensitive and engenders respect between tourists and hosts.

12harold@haroldgoodwin.info

Tour Operator Inbound Operator Hotelier/Accommodation

Local/National

Government

AttractionManagers

National Parks/Heritage

LocalCommunity

TouristsTravellers

Holidaymakers

Taking and Exercising Responsibility

Economic, Social & Environmental

Principle of Sustainablity

WTO Global Code of Ethics

Taking responsibility

You cannot outsource responsibility ..

Whose responsibility? Everyone’s

Nobody’s

13

All forms of tourism can be more responsible

Economic – employment and local economic benefit, linkagesSocial – urban drift, youth,

heritage, “thriving destinations”Environmental - local priorities Engaging guestsEnhancing the guest experience

14

The Responsible Tourism Movement1. Tourists and Travellers 2. Outbound Industry 3. Inbound industry & accommodation4. Media5. Government and communities 6. Destination Management7. Travel and the particular global issues

around peak oil and GHG emissions Down to individuals: us

15

It is a movement …..

It is diverse – people are addressing local priorities People act on what matters to

themEthical consumer trends Experiential consumer trends –

Maslow and our hierarchy of needs

16

2. THE UK MARKET

17

UK Consumer Demand 1999Importance in determining holiday choice (%) H M LAffordable cost 82 12 3Good weather 78 14 5Quality hotel and facilities 71 15 8Good information on social, economic & local

42 30 23

Significant opportunity for interaction 37 37 23Designed to minimise environmental damage

32 34 27

Company has ethical policies 27 34 30Repeat client - used the company before 26 30 38

Ipsos-RSL on behalf of Tearfund November 1999 (n=2032)

18

Change is taking place in holidaymaker aspirations Companies are making explicit

responsible tourism commitments.When asked whether or not they would

be more likely to book a holiday with a company if they had a written code to guarantee good working conditions, protect the environment and support charities in the tourist destination

1999 45% said yes 2001 52% said yes.

+ 7%+ 7%

19

Association of Independent Tour Operators (AITO) 2000

… we recognize that in carrying out our work as Tour Operators we have a responsibility to respect other people’s places and ways of life.

We acknowledge that wherever a Tour Operator does business or sends clients it has a potential to do both good and harm, &

we are aware that all too often in the past the harm has outweighed the good.

20

AITO

Protect the Environment – its flora, fauna and landscapes

Respect local cultures – traditions, religions and built heritage

Benefit local communities – both economically and socially

Conserve natural resources – from office to destination

Minimise pollution – through noise, waste disposal and congestion

21

% people who reported that they hadat least once during the year ‘99 ‘08Actively sought information on a company’s reputation

24 36

Felt guilty about an unethical purchase

17 38

Chosen product/service on basis of company’s responsible reputation

51 57

Recommended 52 55*

Recycled 73 96

Co-op Bank Ethical Consumer Report *2007

22

Guilt free consumerism – a USP?

23

M&S

Plan A Because there is no Plan B

24

The Responsible Agenda

25

26

Four successive consumer sensibilities

availability – access to reliable supplycost – affordable supply quality – product performance Authenticity – “conforming to self-

image”

27

Experiential Tourism

The experience economy

Seeking memorable experiences

Driving increased tourism

Viral marketing

Engagement in culture, community and the environment

Shared product of host and guest

Quality, depth, create memories

You can taste the difference

28

Drivers of Change

Consumer demand for “richer” engagement with destinations and the communities who live there.

Broader consumer trends in originating markets

People want guilt free holidays – particularly at times of maximum indulgence

Changes in the investment climate

Demands from those in the industry and on the margins of it.

Legislation and regulation

Demands of people in the destination

29

3. THE BUSINESS CASE

30

Business

If tourism is business and a consumer experienceThen marketing is at the heart of itResponsible Tourism is about the

way you do the business – it is not CSR

31

The Business Case for Responsible Tourism The right thing to

do Minimising risk License to operate Product quality Cost savings Staff morale Market Advantage

Market Advantage Experience

– richer– more authentic – guilt free

Differentiation and PR

Reputation Referrals Repeats

32

www.icrtourism.orgwww.haroldgoodwin.info

Starbucks + water

A single Starbucks tap left running for just over three minutes wastes the amount of water one African needs to survive for a day in drought conditions.

Each Starbucks has a cold tap behind the counter that runs into a sink known as a "dipper well" - used to wash utensils.

Under the company's health and safety rules, staff are banned from turning the water off because management claim that a constant flow of water prevents germs breeding in taps.

Water companies joined green activists in criticising the firm for harming the environment and wasting a vital natural resource. Experts said leaving taps running for hygiene reasons was "nonsense".

Water shortage is one of the world's biggest problems. Australia is in the grip of a seven-year drought - the worst in a century.

In the UK, Starbucks has 698 branches, each open for 13 hours a day. Even a slow tap flows three litres of water a minute, meaning Starbucks in the UK is wasting an estimated 1.63m litres a day – enough to supply Matlock village in Derbyshire.– Guardian

The Sun October 9 2008 The Great Drain Robbery

33

The purchasing decision 1. Destination/activity2. Price VFM & EFM3. Availability/ trip length4. USP or “added value”- non-price

competition – For some consumers that can be a

responsible tourism element.– Brand positioning and repeat business and

referrals– Market trend towards more experiential

holidays

34

Becoming MainstreamMintel: by 2010 outbound UK ethical

market forecast to be 2.5m trips per year.

Jane Ashton head of CSR at First Choice:“We’re not experiencing a huge demand from the average consumer, but we do believe that awareness is increasing, and in a few years time we will have needed to have integrated these principles into our supply chain.”

35

Mintel January 2007

Over one million responsible holidays taken in 2006, worth £409m in 2006

1.2% of the UK market in 2006Mintel predicts year on year growth of 25% Only 2% of public currently offset carbon on

their flights but one fifth prepared to do so 9% expressed a desire to volunteer on an

aid, teaching or construction project as part of a future holiday

36

UK Federation of Tour Operators

Millions of people travel to holiday resorts each year and these visitors can make a real difference to destinations – both good and bad. By following responsible tourism practices we can help protect the natural environment, traditions and culture – the things that make holidays special!!

Responsible Tourism Committee since 2003

37

UK Federation of Tour OperatorsResponsible tourism is about making a positive

difference when we travel:

Enjoying ourselves and taking responsibility for our actions - respecting local cultures and the natural environment

Giving fair economic returns to local people – helping to spread the benefit of our visit to those who need it most

Recognising that water and energy are precious resources that we need to use carefully.

Protecting endangered wildlife and preserving the natural and cultural heritage of the places we visit for the future enjoyment of visitors and the people who live there.

38

4. INTERNATIONAL EXAMPLES

39

RT Internationally 1996 South Africa White Paper 2001 National Responsible Tourism

Guidelines 2002 Cape Town Declaration on

Responsible Tourism in Destinations 2003 Gambia National Policy 2006 Bhutan Policy Federation of Tour OperatorsWorld Travel Market World Responsible

Tourism Day 2007

40

Florida

Forests, Rivers, Freshwater Marches & Swamps,

Historic districts, historic buildings, archaeological sites.

Professional principles for Nature & Heritage Providers.

Provider Code of Ethics

41harold@haroldgoodwin.info

A Real Holidays approach

“Your choice of holiday and the way that you visit can make a difference.”

VSO WorldWise Campaign 1997-8

advocating holidays which offer– tourists real variety, real choice and

real contact with local people,– real benefits to local communities.–Better places for communities and

touristsHigh Jumps and Pole Vaults

42

New Zealand

43

New Forest

44

1996 White Paper:

Responsible Tourism Development & Promotion of Tourism in South Africa

1994 Tourism as key driver in reconstruction and development

1996 South African White Paper on Responsible Tourism: transformation agenda.

45

National Generic Guidelines

DEAT 2001 National Generic Guidelines for Responsible Tourism

– trade associations - FEDHASA

– places and – Activities eg 4WD

DEAT 2002 endorsed as national sector guidelines to be used in IDPs.

DEAT 2003 Responsible Tourism Handbook – focused on the private sectorCape Town – seven priorities

46

The Gambia

Marketing The Gambia to Achieve Our Vision Economic, Social & Environmental

Responsibility Responsible Tourism PartnershipPolicy contains annual targets,

annual work plan and monitoring tools.

47

Responsible Tourism Partnership in The Gambia1. The Government – GTA2. The Gambian Hotels Association3. The Ground Handlers 4. Association of Small Scale Enterprises in

Tourism

5. The international operators.

Our Vision

To make The Gambia a better place to visit and a better place to live in – recognising that it is the interaction between guests and hosts in a secure and enjoyable environment that is the experience of The Gambia and which encourages people to return.

48

5. RELEVANCE TO CANADA

49

Consumer Perceptions of Canada

Drawing on CTC Global Tourism Watch Year 3, 2009 data

the research program was implemented in ten global markets – Canada, the US, Mexico, the UK, France, Germany, Japan, South Korea, Australia and China

residents aged 18 and older, who have taken a pleasure trip where they stayed at least one night in paid accommodations in the past three years, or who plan to take such a trip in the next two years

a web-based panel survey was conducted with approximately 1,500 long-haul pleasure travellers, with a quota of 200 to 300 recent visitors to Canada (past three years) set for each market.

50

I always take environmentally friendly tourism considerations into account when making a decision about where to travel to

Mexico 88%

China 68%

Korea 60%

France 56%

Germany 33%

Japan 33%

USA 31%

Canada 30%

Australia 28%

Where is the UK in this?

51

I always take environmentally friendly tourism considerations into account when making a decision about where to travel to

Mexico 88%

China 68%

Korea 60%

France 56%

Germany 33%

Japan 33%

USA 31%

Canada 30%

Australia 28%

UKUK 23%23%

52

For an equivalent experience I am more likely to choose an environmentally friendly travel option over one that is not

Mexico 88% 65%

China 68% 80%

Korea 60% 72%

France 56% 62%

Germany 33% 39%

Japan 33% 45%

USA 31% 38%

Canada 30% 43%

Australia 28% 32%

UK 23% 29%

tie breaker

53

For an equivalent experience I am willing to pay a higher price for an environmentally friendly travel option over one that is not

Mexico 88% 65% 47%

China 68% 80% 56%

Korea 60% 72% 51%

France 56% 62% 36%

Germany 33% 39% 27%

Japan 33% 45% 26%

USA 31% 38% 24%

Canada 30% 43% 23%

Australia 28% 32% 20%

UK 23% 29% 20%

What happens if we add in the experience: authenticity?

54

As part of an authentic experience that explores a destination’s natural and cultural heritage I am willing to pay a higher price for an environmentally friendly travel option over one that is not

Mexico 88% 65% 47% 53%

China 68% 80% 56% 56%

Korea 60% 72% 51% 57%

France 56% 62% 36% 45%

Germany 33% 39% 27% 37%

Japan 33% 45% 26% 41%

USA 31% 38% 24% 31%

Canada 30% 43% 23% 28%

Australia 28% 32% 20% 25%

UK 23% 29% 20% 26%

55

As part of an authentic experience that explores a destination’s natural and cultural heritage I am willing to pay a higher price for an environmentally friendly travel option over one that is not

Mexico 88% 53% - 35%

China 68% 56% - 12%

Korea 60% 57% - 3%

France 56% 45% - 11%

Germany 33% 37% + 4%

Japan 33% 41% + 8%

USA 31% 31% -

Canada 30% 28% - 2%

Australia 28% 25% - 3%

UK 23% 26% + 3%

1. There are only particular markets

2. All travel choices are aspirational – constrained by price.

3. You can ignore particular market segments?

56

The Business Case for Responsible Tourism The right thing to do Cutting costsMinimising risk License to operate Product quality and

cost Staff retention &

morale Market Advantage

Market Advantage Experience

– richer– more authentic – guilt free

Differentiation and PR

Brand Value Reputation

Referrals& Repeats

57

Further information www.haroldgoodwin.info www.icrtourism.orgwww.wtmwrtd.comwww.aRTyforum.info www.responsibletourismpartnership.orgwww.icrtourism.org/capetown.shtmlwww.icrtourism.org/Kerala.shtmlwww.irresponsibletourism.info www.responsibletravel.com harold@haroldgoodwin.info