Sustainable Tourism
Bruno Maia/Naturezafotos.org
Bruno Maia/Naturezafotos.org
Bruno Maia/Naturezafotos.org
Kingsmill Resort & Spa |Williamsburg, VA | June 9, 2011
What is sustainable tourism?
What is sustainable tourism?
The tourism industry has trouble defining it…
• Green Tourism
• Ecotourism
• Geotourism
• Authentic Travel
• Cultural Tourism
• Adventure Tourism
• Community Tourism
• Responsible Tourism
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
Every day, tourism plays a larger role in our world.
Tourism in Iceland
Current Arrivals: 1.1 million2021 Arrivals: 1.6 million
Tourism in Iceland
Current Direct Impact: ISK250 bn2021 Direct Impact: ISK350 bn
Tourism in Iceland
Source: Elías Bj. Gíslason
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
… but there is hesitancy.
• “It’s Just a Fad”• “Too Expensive”• “Too Complicated”• “Requires Sacrificing
Quality”• “No Return on Investment”
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
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*
But what are they looking for?
Bruno Maia/Naturezafotos.org
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
And some you didn’t know you knew...
Uniqueness Quality ParticipationAuthenticity
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Bruno Maia/Naturezafotos.org
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
With sustainable tourism
We all benefit.Travelers
Businesses
Tourism Boards
Governments
Residents
Bruno Maia/Naturezafotos.org
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
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resid
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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.
Local Geotourism
Council
Local Public Forums
Local Nominations
National Geographic Review & Editing
The Geotourism Process
GeotourismMapguide
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
Geotourism MapGuides
Geotourism Websites
Geotourism Websites
Geotourism ProcessThink Beyond the Map
Engage Stewardship Council for next steps andOngoing strategy
San FranciscoRated one of the Top 10 green cities in the United Statesby National Geographic’s Green Guide
Cultural Heritage PreservationAdvocating for Green Travel
Green Business ProgramInnovative Public Transit
Minimize Solid WasteEnergy Conscious
Green Meeting Spaces Local Food Movement
Key Destination Activities
Sustainable Tourism Planning
Destination Marketing for Sustainable Businesses
Promotion of Sustainable Resources & Activities
Training and Services
Certification Programs
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.”
TUI Travel
A commitment to communicating the importance of sustainability
Encouragement of new practices
Rewarding efforts
• 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
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.
Fairmont Green Partnership Program
First chain-wide environmental program
Unique location of hotels
Fairmont Green Partnership Program
Waste Management
EnergyConservation
WaterConservation
CommunityPartnerships
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
Sustainable Hotel Certification
• Provide Information to Improve Sustainability
• Verify claims to consumers• Help market businesses and attract new
customers• Cumulative benefit for destination brand
Hundreds of organizations are doingthe right thing. But each in different ways.
Introducing the Global Sustainable Tourism Criteria
A truly global initiative.
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
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
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
The Criteria Today• Certification Programs: baseline standards• Hotels: training programs and strategies• Destinations: legislation and marketing• Travelers: identification of best practices
The Global Sustainable Tourism Criteria
www.gstcouncil.org
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.
David BrownSolimar International
[email protected](202) 518-6192
Shared Rewards.Shared Responsibilities.