N3 Gateway Tourism Association Member Workshop Feb - Mar 2017
-
Upload
n3-gateway-tourism-association -
Category
Small Business & Entrepreneurship
-
view
77 -
download
0
Transcript of N3 Gateway Tourism Association Member Workshop Feb - Mar 2017
1
Members’ Workshop Series 1 Niki Glen & Lori Voss & Matthew Drew
Pietermaritzburg / Underberg / Mooi River / Dundee / Clarens / Maseru
Funded by
Overview
2
Introductions
What is Sustainable Tourism
What does it mean for Tourism
The Value of a Tourist
The Value of Small Business
The Value of Data
Tourism Marketing & Social Media
N3 Gateway Successes & Planning
Q&A
3
4
UNWTO / UNEP“tourism that takes full account of its current
and future economic, social and
environmental impacts, addressing the needs
of visitors, the industry, the environment and
host communities”
What is (Sustainable) ~ Tourism?The most critical issue of all!
6
What do tourists see?
ArtCultureHistory
ArchitecturePeople
CommunitiesNatural Beauty
BiodiversitySports
Beautiful airports
Friendly people
Protected Animals
Culture History
Protected Plants
Copyright Sustainable Tourism Partnership Programme2014 All Right Reserved
7
What do NOT tourists see?
Copyright Sustainable Tourism Partnership Programme2014 All Right Reserved
The value of a touristIs she a tourist or
not?
Copyright Sustainable Tourism Partnership Programme 2014 All Right Reserved
$
$$
$$$
$$$$
$$$$
$$$$$
Hungry
Head Ache
Needs Cash
Needs Petrol
Wants Action
Needs Jersey
Wants cultural
experience
The value of a tourist
Copyright Sustainable Tourism Partnership Programme 2014 All Right Reserved
For every 12 tourists, 1 full time job is createdIn first world economies
11
Tourism contributes
10 % of GDP world wide
What is the issue?
For every 22 tourists, 1 full time job is createdIn emerging economies
14
Tourism contributes
10 % of GDP
but receives
0,01% of development funding world wide:- Taleb Rifai UNWTO 2015
What is the issue?
$$
$
$Select few people benefit from tourism
Impoverished communities / lack of transformation
Sport /Recreation
Nature
Sea
Business
People, Culture, History
....all local communities participate in tourism and benefit from tourism $pend....
Sun
What is the issue?Copyright Sustainable Tourism Partnership Programme 2014 All Right Reserved
What do tourists see?
16
Littered landscapes
Poverty
Crime & Violence
Unfair labour practices
Water pollution
Homeless
Copyright STPP 2014- All rights reserved
Copyright Sustainable Tourism Partnership Programme 2014 All Right Reserved
1717
Businesses need to ensure that they are compliant and ethical
Ethical practices
Trained guides
Is their house in order?
Compliance
Tourists are becoming aware of their impacts
Copyright Sustainable Tourism Partnership Programme 2014 All Right Reserved
19
UNWTO / UNEP“tourism that takes full account of its current
and future economic, social and
environmental impacts, addressing the needs
of visitors, the industry, the environment and
host communities”
What is (Sustainable) ~ Tourism?The most critical issue of all!
Visitor needs
• Safety
• Security
• Information
• Communication
• Quality
• Service
• Healthy
environment
• Infrastructure
Industry needs
• Economy
• Regulation
• Market access
• Investment
• Public / Private
collaboration
• Infrastructure
Environment needs
• Conservation
• Resources
efficiency
• Low carbon
footprint
• Waste
management
Community Needs
• Healthy
environment
• Education
• Jobs
• Communication
• Infrastructure
What is (Sustainable) ~ Tourism?
4 PILLARS
Copyright Sustainable Tourism Partnership Programme 2014 All Right Reserved
Environment
Society and
Culture
Economy
Operational
excellenceMarket Access
Grading (Quality
Assurance)
Universal Access
Service Excellence
Responsible TourismQuality &
Service
Definition of Sustainable Tourism
Copyright STPP 2014- All rights reserved
BusinessAssociationsCommunityDestination
RegionProvince National
Copyright Sustainable Tourism Partnership Programme 2014 All Right Reserved
22
“Tourism is an excellent vehicle for poverty alleviation…”
“HOW” is what the N3 Gateway is starting to apply
Tourism ro
ute
development
Decor
Soaps Linen
Decor
Coffee
Tomato Sauce
Olive Oil
Mangoes
Oranges
Establishment in the Midlands
Ensure that the right people benefit from tourism
We have to look at the value chain
Copyright Sustainable Tourism Partnership Programme 2014 All Right Reserved
24
Decor
Soaps Linen
Decor
Coffee
Tomato Sauce
Olive Oil
Mangoes
Oranges
Guesthouse in the Midlands
We have to look at the value chain
Some Examples
Copyright STPP 2014- All rights reserved
Copyright STPP 2014- All rights reserved
Some Examples
Copyright STPP 2014- All rights reserved
Some Examples
Some examples
28
Three typical tourist needs
3030
Chef’s Uniforms
Table cloths
Food preparationFood gardens
How many jobs does a plate of
food affect?
Staff crafter
3131
Gowns and slippers
Amenities
CarpentersPlumbers
Electricians
Guest has to sleep
Lamps
How many jobs does a room night affect?
Compliance
32
Optimise the Multiplier EffectImpact of tourism spend on local products, services and informal economies
Minimise LeakageMinimise the spend on goods and services bought outside local community
Local
Regional
National
International
Local
Regional
National
Int’l
Transformation
Tourist Dollar
local buying power created
Outcomes of Sustainable Tourism Implementation
Copyright STPP 2014- All rights reserved
Conservation and tourism
How are we addressing tourism impacts?Average 10 bedroom
guesthouse can consume 400,000 litres
(400 kl) a monthSource GTA Training 2015
1 kWh electricity purchased from =
1.0kg of CO2e emmittedEskom website 2013
Oxfam has calculated that 13 million South Africans
go to bed hungry every night in South Africa.
….the country….manages to dump food valued at
R60 billionDaily Maverick 3 September 2015
37
Basic Economics Reduce Cost Increase Income Lower Compliance
Barriers Be a good employer Protect your assets Contribute to local
prosperity
ST
SELF COMMUNITY
OTHER
Water & Energy Saving
_____Indigenous
Gardens_____Guest
Communication
_____Waste
Separation______
Marketing your business
Local Purchases
_____Vegetable Gardens
_____Guest
Communication
_____Waste
Removal & Management
_____Marketing your Town / Region
By-Laws_____
Rates& Taxes_____
Historical_____
Infrastructure_____
Sercvices_____
Conservation
Facilitated collaboration
Mobilisation
Simplify
The journey starts here
FEEDER FOR CERTIFICATION BODIESHow do we create a sustainable tourism industry?
Look at all the complex concepts
Mobilisation
Mobilisation
Copyright Sustainable Tourism Partnership Programme 2014 All Right Reserved
Step 1: Take ownership
Well, if no one is willing to take responsibility for it, we’ll blame it on government
Step 2: Join an association, be the champion
Compliance, marketing, funding – all of us is better than one of us
Profit
Income
Bed nights
Food & beverage
Activities
Retail
Cost
Profit depleting
Rates & taxes
Water & electricity
Consumables
Fees, charges
Profit enhancing
Marketing
Staff training
Quality assurance
Step 3: Look inside your own business
Choose one thing!Copyright Sustainable Tourism Partnership Programme 2014 All Right Reserved
Income
Step 3: Look inside your own business
o Pricing
o Uniqueness
o Multiple sources
o Number of competitors
o Value of the tourism destination
Look at your strategy for driving more income
Profit depleting
Step 3: Look inside your own business
o Reduced energy consumption
o Reduced water consumption
o Less waste in, less waste out
o Bulk discounts / bargaining power
o Reduced compliance costs
o Reduced transactional costs
Save costs and implement environmental best practice
Profit enhancing
Step 3: Look inside your own business
o Social Media / website
o Marketing
o Association
o Quality assurance
o Service excellence training
Redirect costs from cost depleting to cost enhancing
Step 4: Start measuring
Select what is relevant to your business
1 Energy usage kWh per month per unit*
2 Water usage kilo-litres per month per unit*
3 Waste Kg (or bags) of plastic, tins, glass, paper and wet waste
4 Food Plates / percentage waste
5 Cleaning Litres of cleaning products
6 Towels / sheets / table cloths washed
Number of towels / sheets / table washed daily
The Value of Data
How is my business doing?
Profitable Break even Loss making0%
10%
20%
30%
40%
50%
60%54.4%
29.5%
16.1%
45.2%
35.7%
19.1%
Smaller Accommodati
on
47
How is my business doing?
Copyright Sustainable Tourism Partnership Programme 2014 All Right Reserved
48
4 Star70 rooms4 stories50 staff
membersSwimming
poolsConference
rooms Inhouse laundry
Water Energy Waste Occupancy Profitability
Hotel 1 Hotel 2
How is my business doing?
Copyright Sustainable Tourism Partnership Programme 2014 All Right Reserved
49
1 2 3 4 5 6 7 8 9 10 11 120.0
50.0
100.0
150.0
200.0
250.0
300.0 Energy Consumption per Bednight
Months
Kw
h pe
r bed
nigh
tHow is my business doing?
Copyright Sustainable Tourism Partnership Programme 2014 All Right Reserved
50
How many jobs are created by tourism stakeholders? What is the GDP contribution of tourism local economies? WHAT OTHER OPPORTUNITIES EXIST TO DEVELOP TOURISM PRODUCTS? Where does leakage from local economies occur? How much bargaining power do we have?What is our collective energy consumption? What is the collective quality of our offering? What do tourists want?
How is my business doing?
Step 4: Make your staff the champions
Case study – reduce waste to landfill and incentivise your staff
• Staff are given the recyclables & space
• They sort and then sell to buy-back centre
• Proceeds are invested into education fund for staff children and for additional bonusses
• Staff identified the opportunity to engage other establishments in the area
Copyright Sustainable Tourism Partnership Programme 2014 All Right Reserved
Step 4: Make your staff the champions
Case study – better quality, happier staff, successful business
• Staff bonuses linked to point system• Additional points for complements
from guests• Additional points for successful
grading• Additional points for helping out at
events and community events
Step 5 : Pick the low hanging fruit
Step 6 : Don’t be a lone ranger
Step 6 : Don’t be a lone ranger
Most businesses have similar needs
Copyright Sustainable Tourism Partnership Programme 2014 All Right Reserved
Step 6 : Don’t be a lone ranger
Get access to finance
• Share data
• Create a plan
• Negotiate better bulk discounts
• Get access to finance
• Brag about successes
Step 6 : Don’t be a lone ranger
Log in
Subscribe collectively to a comprehensive programme
EXAMPLEONLY
Step 6 : Don’t be a lone ranger
Betty’s Bistro has diverted 1,4 tonnes
of wet waste from landfill in 2017
Underberg T&H industry has diverted53 tonnes
of wet waste from landfill in 2017
or
Images – Bokashi South Africa
http://www.treehugger.com/
Step 6 : Don’t be a lone ranger
Sam’s cycles has recycled 25,000 water bottles + 20,000 tins
R3500
Kokstad T&H industry has recycled 500,00 water bottles + 400,000 tins
R70,000
or
Step 6 : Don’t be a lone ranger
Find green products that are:• Available• Works• Affordable• Has good distribution• As local as possible
*Images only for example, not recommendation
*
Step 7 : Use, support promote local
Enhance the uniqueness of your offering while engaging local cultures
• Tourists want to know about local
• Make space available for local merchandise to be sold
Images – WowZulu
Images – SANPARKS
Step 7 : Use, support promote local
Enhance the uniqueness of your offering while engaging local cultures
• Tourists want to know about local customs, arts, crafts and culture
• Introduce these through e.g. staff uniforms and décor
• Support local industry training
Copyright Sustainable Tourism Partnership Programme 2014 All Right Reserved
Be a champion for tourism on the N3 corridor
Thank you!
64
Members’ Workshop Series 1 Niki Glen & Lori Voss & Matthew Drew
Pietermaritzburg / Underberg / Mooi River / Dundee / Clarens / Maseru
Funded by
65
Business Planning & Special Projects
Revised N3 Gateway Strategy
66 Breakdown of tourism businesses along the N3 Gateway
N3 Gateway – current stakeholder base
67
N3 Gateway Portfolio of ProjectsCapacity Building & Transformation
Project Name
1. Sustainable Tourism Implementation for Tourism Businesses
2. Crafters for Tourism Association
3. Adventure Tourism Incubator
4. Howick Tourism Clean-up Programme
5. Ladysmith Trails Feasibility Study and Business Plan
6. Mooi River Young Chef Development Programme
7. Tour Guide Training
8. Van Reenen Siyathuthuka Centre
9. Sustainability Base Line Study
68 Prioritisation Matrix – Soft Areas
Active for a number of years / growth of existing
Has an existing champion
A detailed business plan
Owner is N3 Gateway Association / Member
Project addresses strategic areas in N3 Gateway scope
Project impacts are mainly realised
How do we prioritise?
69 Prioritisation Matrix – Objective Areas
Cost Implication
Securing other/ matching sources of funding is already in progress
Ease of Implementation
Will lead to creation of permanent jobs for PDI's
Will lead to creation of temporary jobs for PDIs
Aids in the geographic spread of tourism and development of rural tourism
How do we prioritise?
70 Pillars of tourism planning
71 Key issues to be addressed
1. Spatial definition of the area that is to be the subject to the tourism strategic planning process.
2. Understanding that all tourism is a ‘market driven’ as opposed to a ‘product driven’ industry.
3. A case study analysis will be the third key issue to be addressed.
4. Fourth key issue is to review the technical and accessibility requirements
5. Fifth key issue relates to environmental legislation and planning within the context of the business opportunity
72 SWOT, Vision and Gap & Options Analysis
• Having investigated and assimilated the data and research from the above components, a SWOT analysis is conducted, a shared vision is crafted and a gap and option analysis carried out.
This will enable the project stakeholders to make an informed decision as to whether to proceed or not.
73 Adventure Tourism Incubator
Project Example – Karkloof ATI
The trails in the Karkloof now attract on average 400
recreational riders per month; and
The annual Sappi Karkloof MTB Classic attracts on
average 3000 riders and 2000 spectators. Tourism
KwaZulu-Natal estimated the direct economic impact
of the event to be R12 million.
TKZN and NSC have recently completed an economic
impact assessment of recreational trail use in the
Karkloof – Direct ecomic impact of R72 million and
indirect of R153 million.
N3 GATEWAY ADVENTURE TOURISM INCUBATOR
ACTIVITY Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9Phase 1
Stakeholder Meetings & Inception Report; Month 1Phase 2Basic Trail Maintenance & Building Training; Months 2 - 8Phase 3Advanced Training; Months 9 - 18
ACTIVITY Month 10 Month 11 Month 12 Month 13 Month 14 Month 15 Month 16 Month 17 Month 18 Month 19Phase 3Advanced Training; Months 9 - 18Phase 4
Close Out Report; Month 19
78
“Revenue generated by the adventure
tourism industry in SA = R4.6 billion ”: -
Dirty Boots
“HOW” is the tourism industry’s main challenge
79 “HOW” is the tourism industry’s main challenge