Sustainable Tourism - Iceland Naturally Event | Williamsburg, VA | June 9, 2011
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Transcript of Sustainable Tourism - Iceland Naturally Event | Williamsburg, VA | June 9, 2011
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Sustainable Tourism
Bruno Maia/Naturezafotos.org
Bruno Maia/Naturezafotos.org
Bruno Maia/Naturezafotos.org
Kingsmill Resort & Spa |Williamsburg, VA | June 9, 2011
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What is sustainable tourism?
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What is sustainable tourism?
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The tourism industry has trouble defining it…
• Green Tourism
• Ecotourism
• Geotourism
• Authentic Travel
• Cultural Tourism
• Adventure Tourism
• Community Tourism
• Responsible Tourism
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Sustainability is vital to the life of the tourism industry.
Sustainability principles refer to the environmental, economic and socio-cultural aspects of tourism development. A suitable balance must be established between these three dimensions to guarantee its long-term sustainability. UN World Tourism Organization
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Every day, tourism plays a larger role in our world.
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Tourism in Iceland
Current Arrivals: 1.1 million2021 Arrivals: 1.6 million
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Tourism in Iceland
Current Direct Impact: ISK250 bn2021 Direct Impact: ISK350 bn
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Tourism in Iceland
Source: Elías Bj. Gíslason
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Sustainable Tourism has the power to create change on a global scale.
• Preserve destinations for generations to come
• Safeguard our cultural and environmental heritage
• Promote social equality
• Energize new markets to travel to the destination
• Revitalize local communities
• Create jobs along the rich value chain
• Keep tourism dollars within destinations
• Help businesses reduce costs
Bruno Maia/Naturezafotos.org
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… but there is hesitancy.
• “It’s Just a Fad”• “Too Expensive”• “Too Complicated”• “Requires Sacrificing
Quality”• “No Return on Investment”
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Consumers are ready.
• 66% in U.S. believe their travel choices make a difference
• 80% in Europe believe their travel choices make a difference
• 95% of business travelers think hotels should be “green”
• 44% consider the environment when making travel decisions
• 67% would change travel habits if they knew it made a difference
Bruno Maia/Naturezafotos.org
*Sabre Holdings, 2010**TUI
***Deloitte
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What do “sustainable travelers” look like?
• Younger. Average age is 39. Non-green traveler is 44.
• Educated. 48% have a college degree.
• Wealthier. 13% higher income.
• Spendy-er. $2,000 more on travel per year.
• Tech Savvy. Book online and value technology.
Bruno Maia/Naturezafotos.org
*Saber Holdings, 2010
** LOHAS**TUI*
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But what are they looking for?
Bruno Maia/Naturezafotos.org
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The things that you can probably guess…
• Conservation of natural resources• Protecting biodiversity• Reduction of waste• Minimizing effects on climate change
Bruno Maia/Naturezafotos.org
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And some you didn’t know you knew...
Uniqueness Quality ParticipationAuthenticity
Bruno Maia/Naturezafotos.org
Bruno Maia/Naturezafotos.org
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Sustainable tourism measures success in different ways
Type of Travel
Number of Visitors
How much money is spent
Quality of Travel
Length of Stay
Where themoney is spent
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With sustainable tourism
We all benefit.Travelers
Businesses
Tourism Boards
Governments
Residents
Bruno Maia/Naturezafotos.org
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GeotourismTourism that sustains or enhances the geographical character of a place – its environment, culture, aesthetics, heritage, and the well-being of its residents
SUSTAINABLE
TOURISMGEOTOURISM
A way to travel sustainably
A way to market sustainable travel
A w
ay to
eng
ag
e
resid
ents in
to
urism
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National Geographic and Travel Industry AssociationResearch of American Travelers:
• Over one-half think its harder to find unspoiled places than it used to be
• Three out of four don’t want their travel to harm the place they visit
• 74% seek “authentic”, “local,” and “distinct” experiences
• 55 – 65 million Americans can be considered “geotourists”
• These travelers spend 75% more than other travelers on each trip.
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Local Geotourism
Council
Local Public Forums
Local Nominations
National Geographic Review & Editing
The Geotourism Process
GeotourismMapguide
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Western BalkansSouthern EthiopiaEastern TennesseeDouro Valley, PortugalEastern Newfoundland
Sonora DesertLakes to LocksNE VermontVilcanota ValleyYellowstoneBaja CaliforniaCentral Cascades
Redwood Coast
Sierra NevadaFour CornersGuatemalaMontrealCrown of the
Continent
West VirginiaIsland of Hawai’ICrete/AthensShenandoahBahamasNamibia
Completed In Progress Coming
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Geotourism MapGuides
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Geotourism Websites
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Geotourism Websites
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Geotourism ProcessThink Beyond the Map
Engage Stewardship Council for next steps andOngoing strategy
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San FranciscoRated one of the Top 10 green cities in the United Statesby National Geographic’s Green Guide
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Cultural Heritage PreservationAdvocating for Green Travel
Green Business ProgramInnovative Public Transit
Minimize Solid WasteEnergy Conscious
Green Meeting Spaces Local Food Movement
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Key Destination Activities
Sustainable Tourism Planning
Destination Marketing for Sustainable Businesses
Promotion of Sustainable Resources & Activities
Training and Services
Certification Programs
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TUI Travel
“Sustainability is still not a major deciding factor for most people when they choose a holiday…
“… but it is in the interests of our destinations and the environment that it
becomes a strong influence factor.”
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TUI Travel
A commitment to communicating the importance of sustainability
Encouragement of new practices
Rewarding efforts
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• 6% cut in carbon emissions by 2014
• 94% are engaging with social or environmental projects issues or organizations
• 77% of businesses are engaging their partners on environmental issues
• 92% of businesses have put in place sustainability management plans
TUI Travel
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Introducing the Global Sustainable Tourism Criteria
A set of common guidelines created with the input of experts, groups and companies from around the planet, defining sustainable tourism in a way that is actionable, measurable and credible. Setting a minimum standard of sustainability for tourism businesses across the globe.
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Fairmont Green Partnership Program
First chain-wide environmental program
Unique location of hotels
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Fairmont Green Partnership Program
Waste Management
EnergyConservation
WaterConservation
CommunityPartnerships
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Fairmont Green Partnership Program
Fairmont Royal York
Reduced water intake by 476,000 liters/day
Received award from City of Toronto for $50,000
Exceptional public relations
Fairmont Vancouver
Reduced carbon emissions by 7800 tons
Saved $700,000
Exceptional public relations
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Sustainable Hotel Certification
• Provide Information to Improve Sustainability
• Verify claims to consumers• Help market businesses and attract new
customers• Cumulative benefit for destination brand
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Hundreds of organizations are doingthe right thing. But each in different ways.
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Introducing the Global Sustainable Tourism Criteria
A truly global initiative.
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What are the Criteria?
• 37 criteria organized in 4 pillars of best practice:• Sustainability Management
• Social & Economic
• Cultural
• Environmental
• Minimum that any business should meet in order to consider themselves sustainable
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GSTC Criteria: Global input.Global standard.
Establishment of GSTC Criteria:
• Outreach to 80,000 constituencies
• 2,000 experts
• 18-month process
• 5 rounds
• 4,500 existing criteria analyzed
• 91% approval for any criterion
• ISEAL compliant
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What do the Criteria do?
• A universal language defining a minimum standard for sustainability
• A roadmap for businesses and destinations
• A guideline for establishing certification
• A way to build confidence for travelers
• The next big thing
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The Criteria Today• Certification Programs: baseline standards• Hotels: training programs and strategies• Destinations: legislation and marketing• Travelers: identification of best practices
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The Global Sustainable Tourism Criteria
www.gstcouncil.org
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The journey may be long.But it’s worth it.
Sustainability will not happen all at once.But, every little bit counts – for you and the traveler.
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David BrownSolimar International
[email protected](202) 518-6192
Shared Rewards.Shared Responsibilities.