2015 pmi scc sustainable tourism in the caribbean - alison c holder

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SUSTAINABILITY IN THE TOURISM INDUSTRY

Presenter: Alison C. HolderDate: September 23, 2015

8TH BIENNIAL INTERNATIONAL PROJECT MANAGEMENT CONFERENCEProject Management for a Sustainable World:

Economic, Environmental and Social Sustainability for Successful Project Delivery

Dr Joao Havelange Centre of ExcellenceMacoya, Trinidad

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Presenter’s Bio



ALISON C. HOLDER, PMP, MSc. BSc. (hons), Strategic and Project Management Specialist, has been involved in entrepreneurial start-ups as well as medium sized firm turn around projects. She was the Caribbean agent for Heinz-Orieda and for Fortessa Inc. Ms. Holder was the project manager for a direct marketing program for Scotiabank in Barbados, Jamaica and the Virgin Islands that required the development and execution of a training series for staff. She is the Managing Director of Ten Step Eastern Caribbean Ltd; the regional office for Ten Step Global – a leading project management training and consulting firm. Currently providing project management training for the IDB steering committees in Barbados.In her research consulting practice, Alison Holder has facilitated stakeholder consultations as an input to the development of strategic plans. Most recent strategic plans were:

• Barbados Competiveness Strategy and Action Plan (consortium)• Revitalization Strategy for the Caribbean Spa and Wellness Association• Barbados Coalition of Services Industries’ Quality Service Mark Framework • A Study of the Professional Services Sectors of Barbados identifying the

Service Sector Skills for the Future • DFID and Colleges and Institutes Canada Caribbean Education for

Employment Alison Holder is the current President of the Project Management Institute – Barbados Branch.

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Presentation Objectives

• THE POLITICAL DIRECTORATE ON SUSTAINABLE TOURISM

• CORE ELEMENTS OF SUSTAINABLE TOURISMo Codification of Sustainable Tourism Standards and

Practiceso Global Code of Ethics for Tourism: Ten Principleso Global Sustainable Tourism Criteria

• CARIBBEAN BEST PRACTICES IN SUSTAINABLE TOURISM DESTINATIONSo Hidden Valley Inn and Reserve – BELIZEo Tryall Club – JAMAICA

• THE CASE FOR SUSTAINABILITY• PROJECT MANAGEMENT IN SUSTAINABLE TOURISM

o The Project Life Cycle in the tourism sectoro Structure for PM4SD

• Plenary8TH BIENNIAL INTERNATIONAL PROJECT MANAGEMENT CONFERENCEProject Management for a Sustainable World:


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Directorate on Sustainable

Tourism• The United Nations Conference on Sustainable

Development (Rio+20), held in June 2012 - “sustainable tourism, well managed and designed, can make significant contributions to sustainable development

• United Nations Department of Economic and Social Affairs (DESA) commissioned the compendium of best practices for promotion of sustainable (eco) tourism, analysed by four main criteria: Conservation, Community, Culture, and Commerce



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Directorate on Sustainable

TourismSustainable tourism is understood as the

optimal use of natural, cultural, social and financial resources for national development on an equitable and self-sustaining basis to provide a unique visitor experience and an

improved quality of life through partnerships among government, the private sector and

communities.



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CTO Sustainable Tourism Initiatives



• The SDAA is embarking on an initiative which is aimed at ensuring that tourism within the Caribbean & Central America continue to prosper & achieve the quality necessary to compete effectively with other international destinations by promoting sustainable destination management.

• Regional Monitoring and Evaluation System for Disaster Risk Management and Climate Change Adaptation in the Tourism Sector

• CARIBSAVE Partnership addresses the impacts and challenges surrounding climate change, tourism, the environment, economic development and community livelihoods across the Caribbean Basin, using an integrated and holistic approach.

• (CHENACT) is meant to drive the Caribbean hotels to implement energy efficient practices and to generate their own renewable energy

• Gastronomic Product Development and Promotion for Caribbean Destinations”, an introductory workshop on agro and culinary tourism

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CORE ELEMENTS OF SUSTAINABLE TOURISM

Sustainable tourism in its purest sense, is an industry which attempts to make a low impact on

the environment and local culture, while helping to generate income, employment, and the conservation of local ecosystems. It is

responsible tourism that is both ecologically and culturally sensitive. (Institute for Tourism –

www.iztzg.hr)



http://www.iztzg.hr/

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Impacts of climate change on tourism



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4 Pillars of Sustainable Tourism



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Codification of Sustainable Tourism Standards and Practice



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Global Code of Ethics for Tourism: Ten

Principles



Article 1

Tourism's contribution to mutual understanding and respect between peoples and societies

Article 2 Tourism as a vehicle for individual and collective fulfilment

Article 3 Tourism, a factor of sustainable development

Article 4

Tourism, a user of the cultural heritage of mankind and contributor to its enhancement

Article 5 Tourism, a beneficial activity for host countries and communities

Article 6 Obligations of stakeholders in tourism development

Article 7 Right to tourism

Article 8 Liberty of tourist movements

Article 9 Rights of the workers and entrepreneurs in the tourism industry

Article 10 Implementation of the principles of the Global Code of Ethics for Tourism

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Global Sustainable Tourism Criteria



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GSTC Standards



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CARIBBEAN BEST PRACTICES IN SUSTAINABLE TOURISM

DESTINATIONS



Two (2) Caribbean countries were included in the Compendium of Best Practices in

Sustainable Tourism

Compiled by the Zeitz Foundation and commissioned by the UN Department of

Economic and Social Affairs.

These two countries are Belize for its Hidden Valley Inn and Reserve and Jamaica for its

Tryall Club.

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Hidden Valley

Inn and Reserve BELIZE



Conservation Founding the Hidden Valley Institute

to monitor and preserve 81+ species of orchid, 5 cat species, and few other endangered species such as tapir and the black howler monkey.

Cooperating organizations include: Peregrine Fund, Belize Raptor Research Institute, Jaguar Project, and Friends for Conservation Development.

Partnering with Belize Department of Forestry to promote resource management to ensure quick land recovery from tree logging.

Enforcing annual quota to ensure loggers follow sustainable methods

Community Employing 80% of unskilled labor locally

and providing training. Encouraging resort guests to visit local schools and providing necessary assistance.

Organizing “Conservation Supported by Tourism Education” for school aged students:o Raising awareness in natural

resource management projects.o Educating students on the

economic impact and employment opportunities driven by sustainable tourism.

o Leading students on trips to explore the different ecosystems located on resort’s property.

Culture Offering tours to Caracol, largest

Mayan site in Belize, guided by a Mayan descent tour-guide to showcase the prosperity of the ancient Mayan city.

Providing cultural immersion programs for guests to interact with local families to experience the traditional Mayan culture.

Combining Victorian British and Mayan influences in the hotel’s building style and decor to reflect the national and local heritage.

Offering unique menu with traditional Mayan recipes and popular international selections to maintain local culinary traditions. Demonstrating support for local cultural festivals and events such as La Ruta Maya, Ride for Belize, etc.

Commerce Purchasing all fresh produce from

local villages to promote local economy.

Cultivating and processing coffee on hotel property, providing employment for local on harvesting, roasting, etc.

Outsourcing all logging operations on resort property only to local FSC certified loggers.

The Hidden Valley Inn Reserve is an exemplary model of sustainable tourism for SIDS countries.

Despite the limitation of the fragile environment, the resort is still able to achieve economic viability while benefitting the local communities. The business model of the resort successfully maintains the harmony between conservation, community, culture, and commerce.

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Tryall Club

JAMAICA



Conservation Raising awareness of environmental issues.

o Hosted “Eco Summer Camp” to educate kids in ecological issues. Through the participating of seminars to let kids interact with nature thus raising awareness of environmental problems.

o Implemented a standard procedure, “Environmental Management System,” which focuses on sustainability in business operations of the Tryall Club and Villas. This includes an environmental and purchasing policy which is geared toward the reduction of consumption of natural resources as well as the protection of scarce resources.

o Prepared a proposal presented to the Jamaican cabinet to establish 530-acre property of the Tryall Club as a legally protected forest reserve.

o Is an established National Heritage Site with its own monuments Community The Tryall Fund, a 501(c) 3 non-profit organization, since the early 1960’s to

support education and health programs in Hanover parish.o Established and implemented a program for pre-schoolers and caregivers to focus on

improvements in education, literacy, health and nutrition.o Created an endowment of 1 million USD to ensure the sustainability of the Tryall fund.o Supplemented basic healthcare service provided by government operated Sandy Bay

health clinic that serves more than 40 residents weekly.o Solicited household goods, educational materials, toys, and other supplies needed for the

West Haven Orphanage, home to approximately 80 children between the age of 6 and 18. Offering “capstone” program under the Tryall fund.

o Doubled the size of the Sandy Bay Basic School through expansions and renovations to ease pressure on existing buildings and creating a pleasant learning environment.

o Improved the literacy rate of pre-schoolers through a model literacy program.o Training teachers to promote individualized learning with new books and computers in

classrooms.o Sponsoring early childhood education programs for caregivers of early learners.o Funding program, which offers health and dental check-ups for each student and more

nutritious lunch in the schools. Involving members of Tryall Sports Club in philanthropy work.

o Helping renovate buildings and equipment, repair existing buildings and paint classrooms to create better learning environment.

o Organizing functions for older and needy residents to connect with members of the club as a way to show compassion and feed the less fortunate.

http://www.tryallclub.com The Tryall Club http://www.tryallfund.org The Tryall Fund

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THE CASE FOR SUSTAINABILITY The

Numbers speak



Adventure and Volunteer Market Statistics-2013(Adventure Tourism Market Report, Study by George Washington University, Adventure Travel Trade Association, Xola Consulting; 2013), the sustainable tourism market:

Accounts for $263 Billion in global spending Reported that 42% of travellers from regions reported an

adventure activity as the main activity of their last trip Average yearly growth of 65%

Attributes its growth to two ideas: 1) consumer demand for natural and cultural discovery through physical activity and 2) Operators and destinations adapted to the Global Sustainable Tourism Council standards and guidelinesThe International Ecotourism Society (TIES) assertions

that “ecotourism has made its mark worldwide as a popular way to see the sights without leaving a trace. Such tourism could grow to 25% of the global travel market within six years and account for US$ 470 billion per year in revenues”.

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THE CASE FOR SUSTAINABILITY Consumer

Behaviours



One in five consumers (21%) say they are prepared to pay more for a holiday with a company that has a better environmental and social record

Growing support for holidays to have an environmental and social rating, similar to star ratings for hotels

47% of business travellers prefer staying in a green‐certified hotels, according to Timetric’s Global Business Traveller Survey 2013

95% of business travellers surveyed believe that the hotel industry should be undertaking “green” initiatives - Deloitte’s Hospitality 2015 report

72% of meeting planners say they have “green” policies in place for at least some of their meetings, and 19% say they have such policies for all meetings - 2013 Survey of “Successful Meetings” readers

Centre for Responsible Travel’s 2015 Trends and Statistics Report

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THE CASE FOR SUSTAINABILITY Natural

Progression



Adventure Travel and Trade Association has reported the trend of luxury travellers seeking ways to stay active and healthy while on vacation. The adventure travel industry has grown by 65% annually since 2009. In 2012, its reported value was US $345 billion and includes nature, culture and physical activity.

76% eco travellers took at least two vacations away from home and 22% took five to eight vacations during that time. CMI Green Traveller Study 2010.

Bruce Poon Tip, Founder and CEO, G Adventures transformed his business from $80M to $300M over 7 years. “Sustainability is at the forefront of our business model because of customer demand.” G Adventures grew its revenue by 42% (US$150M) during the economic crisis because it aligned its business model with sustainability.

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THE CASE FOR SUSTAINABILITY Natural

Progression



2012 The Travel Foundation and Forum Report for the Future under the heading “Survival of the Fittest” identifies 6 key benefits travel businesses will gain by adopting responsible practices:

1. Reduce costs and improve efficiencies.

2. Manage risks and meet emerging legal and regulatory requirements.

3. Engage staff in CSR, which has proven to be a key driver of employee satisfaction.

4. Gain competitive advantage by offering differentiating experiences to customers.

5. Meet emerging consumer trends.

6. Protect your business by protecting the environment on which it depends.

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PROJECT MANAGEMENT IN SUSTAINABLE TOURISM



Sustainability in tourism is hinged on the destination, tour operator, hotel or attraction implementing the criteria established by the Global Sustainable Tourism Council or a local board Implementation is the heartbeat of project

management

The recognized methodology is Project Management for European Sustainable Tourism (PM4ESD) and it is based on Prince2 body of knowledge

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1. Initiation

The starting point of each project is the “Project Mandate” which authorises the project initiation. The Initiation allows an organised and controlled start, i.e. organise and plan things properly before leaping in.

1. Delivery Stages

The Implementation step is represented by stages. It allows an organised and controlled middle, i.e. when the project has started, to make sure it continues to be organised and controlled. Each middle stage includes three management activities: stage definition and planning, stage control and product delivery.

1. Closure

The Closure Step allows an organised and controlled end, i.e. when you have got what you want and the project has finished, by tidying up the loose ends.

The “Benefits Management” actions must be planned and will be implemented after the closure stage to realise long term benefits for local communities and sustainable destinations.

The Project Life Cycle in the tourism sector

Sustainable tourism projects are strictly connected to sustainable policies and programmes. A project has the power to translate theories

and policies into concrete actions and sustainable benefits.

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The PM4SD’s lifecycle is well aligned to the project management process groups. The differences are realized in

the inputs, techniques & tools and outputsPM4SD Structure PMP methodologyVariables – costs, timescales, quality, scope, risks, benefits

Constraints – time, cost, scope, risk, quality, resources, customer satisfaction

Principles Inputs and Techniques such as expert judgement, enterprise environmental factors, aligning scope to business objectives

Processes – Direction, initiation, stage definition & planning, stage control and product delivery, closure

Process groups – initiating, planning, executing, monitoring and controlling, closing

Components and Techniques

Knowledge Areas The differences are realized in 1) product based planning, 2)

logical framework approach and 3) the defined products

258TH BIENNIAL INTERNATIONAL PROJECT MANAGEMENT CONFERENCE

Project Management for a Sustainable World:Economic, Environmental and Social Sustainability for Successful

Project Delivery

The “Sustainable Tourism -International Cooperation for Development online tool kit and resource series” unit 1 states:

“In addition to poorly defined project scope and scale, projects fail due to “unprofessional project management, lack of understanding of the local situation, unskilled/unprofessional implementation, lack of leadership, collaboration and communication between stakeholders” (Font et al, 2012.) This course addresses all these topics except for project management and professional implementation.”

Due to the tool kit’s shortfall on project management, it recommends PMP and the Prince2 based PM4SD as the standard certification for addressing the source of project failures.




Project Delivery

Sustainability horizons for Caribbean project management professionals’ lies in the development of sustainable tourism projects.




Project Delivery

2015 pmi scc sustainable tourism in the caribbean - alison c holder

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