Sustainable Tourism - Iceland Naturally Event | Williamsburg, VA | June 9, 2011
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Defining sustainable tourism and how its capacity as a brand amplifier and marketing platform are relevant to all tourism businesses and destinations - specifically Iceland. Examples from San Francisco, TUI, Fairmont Hotels, National Geographic, and the Global Sustainable Tourism Criteria
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Sustainable Tourism - Iceland Naturally Event | Williamsburg, VA | June 9, 2011
- 1. Sustainable Tourism Kingsmill Resort & Spa |Williamsburg, VA | June 9, 2011 Bruno Maia/Naturezafotos.org Bruno Maia/Naturezafotos.org Bruno Maia/Naturezafotos.org
- 2. What is sustainable tourism?
- 3. What is sustainable tourism?
- 4. The tourism industry has trouble defining it… Green Tourism Ecotourism Geotourism Authentic Travel Cultural Tourism Adventure Tourism Community Tourism Responsible Tourism
- 5. 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
- 6. Every day, tourismplays a larger role in our world.
- 9. Tourism in Iceland Current Arrivals: 1.1 million 2021 Arrivals: 1.6 million
- 10. Tourism in Iceland Current Direct Impact: ISK250 bn 2021 Direct Impact: ISK350 bn
- 11. Tourism in Iceland Source: Elías Bj. Gíslason
- 13. Safeguard our cultural and environmental heritage
- 15. Energize new markets to travel to the destination
- 17. Create jobs along the rich value chain
- 18. Keep tourism dollars within destinations
- 19. Help businesses reduce costs Bruno Maia/Naturezafotos.org
- 21. “Too Expensive”
- 25. 80% in Europe believe their travel choices make a difference
- 26. 95% of business travelers think hotels should be “green”
- 27. 44% consider the environment when making travel decisions
- 28. 67% would change travel habits if they knew it made a difference*Sabre Holdings, 2010 **TUI ***Deloitte Bruno Maia/Naturezafotos.org
- 30. Educated. 48% have a college degree.
- 31. Wealthier. 13% higher income.
- 32. Spendy-er. $2,000 more on travel per year.
- 33. Tech Savvy. Book online and value technology.*Saber Holdings, 2010 ** LOHAS **TUI* Bruno Maia/Naturezafotos.org
- 34. But what are they looking for? Bruno Maia/Naturezafotos.org
- 37. Reduction of waste
- 38. Minimizing effects on climate changeBruno Maia/Naturezafotos.org
- 39. And some you didn’t know you knew... Uniqueness Quality Participation Authenticity Bruno Maia/Naturezafotos.org Bruno Maia/Naturezafotos.org
- 44. Sustainable tourismmeasures success in different ways Type of Travel Number of Visitors How much money is spent Quality of Travel Length of Stay Where the money is spent
- 45. With sustainable tourismWe all benefit. Bruno Maia/Naturezafotos.org Travelers Businesses Tourism Boards Governments Residents
- 46. Geotourism Tourism that sustains or enhances the geographical character of a place – its environment, culture, aesthetics, heritage, and the well-being of its residents SUSTAINABLE TOURISM A way to travel sustainably A way to engage residents in tourism GEOTOURISM A way to market sustainable travel
- 48. Three out of four don’t want their travel to harm the place they visit
- 49. 74% seek “authentic”, “local,” and “distinct” experiences
- 50. 55 – 65 million Americans can be considered “geotourists”
- 52. Completed In Progress Coming Western Balkans Southern Ethiopia Eastern Tennessee Douro Valley, Portugal Eastern Newfoundland Sonora Desert Lakes to Locks NE Vermont Vilcanota Valley Yellowstone Baja California Central Cascades Redwood Coast Sierra Nevada Four Corners Guatemala Montreal Crown of the Continent West Virginia Island of Hawai’I Crete/Athens Shenandoah Bahamas Namibia
- 58. Geotourism Process Think Beyond the Map Engage Stewardship Council for next steps and Ongoing strategy
- 59. San Francisco Rated one of the Top 10 green cities in the United States by National Geographic’s Green Guide
- 60. Cultural Heritage Preservation Advocating for Green Travel Green Business Program Innovative Public Transit Minimize Solid Waste Energy Conscious Green Meeting Spaces Local Food Movement
- 64. Key Destination Activities Sustainable Tourism Planning Destination Marketing for Sustainable Businesses Promotion of Sustainable Resources & Activities Training and Services Certification Programs
- 67. 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.”
- 68. TUI Travel Acommitment to communicating theimportance of sustainability Encouragement ofnew practices Rewardingefforts
- 69. TUI Travel 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
- 70. 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.
- 71. Fairmont Green Partnership Program First chain-wide environmental program Unique location of hotels
- 72. Fairmont Green Partnership Program Waste Management Energy Conservation Water Conservation Community Partnerships
- 73. 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
- 74. Sustainable Hotel Certification Provide Information to Improve Sustainability Verify claims to consumers Help market businesses and attract new customers Cumulative benefit for destination brand
- 75. Hundreds of organizations are doingthe right thing. But each in different ways.
- 76. Introducing the Global Sustainable Tourism CriteriaA truly global initiative.
- 78. 2,000experts
- 79. 18-month process
- 80. 5rounds
- 81. 4,500 existing criteria analyzed
- 82. 91% approval for any criterion
- 84. A roadmap for businesses and destinations
- 85. A guideline for establishing certification
- 86. A way to build confidence for travelers
- 88. The Global Sustainable Tourism Criteria www.gstcouncil.org
- 89. 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.
- 90. Shared Rewards. Shared Responsibilities. David Brown Solimar International d.brown@solimarinternational.com (202) 518-6192
Notes de l'éditeur
- What is this buzz word that’s been floating around?Ideas…?
- Several buzz words…. Niche markets…. Speciaized travel companies…. Websites.Are they all different?Are they doing the same thing?Does it matter?
- Clearly defined… Minimizing the harm, and maximizing the good.Why is this important?
- Everyone is familiar with these factsSo many people traveling, huge impactFinite resources, Finite ability to manage people flows
- In 1950 we had less than 10 million international arrivalsToday, we have just shy of one billionIn ten years, we’re looking at almost doubling that amountThis is just international – not including domestic.
- There are real economic impacts as well. About 6 trillion dollars generated this year… in ten years increasing by a third to over 9 trillion
- Let’s take a look at IcelandIncrease by 50%Constraints on infrastructure – more solid waste, more foot traffic, more carbonReal impacts, especially for a place with so many unique environmental assets.
- Sustainable tourism isn’t just about minimizing harm… but has a real power for change.When done correctly it can do all sorts of things that are ultimately beneficial for the tourism industry & travelersExample: Only five percent of mainstream tourism dollars stay within a destinationExample: Help reduce costs by investing in training, reducing consumption, and thinking strategically about business
- All of those things sound
- 66% of U.S. consumers believe their travel choices can make a difference to the environmentLifestyle changes toward sustainability represent a $200 billion industry in the U.S. alone 56% are skeptical of companies making green claims and look for information elsewhere
- Green Travelers are those that specifically travel for sustainability or consider sustainability at least half of the time.“Dark Green” travelers – those on the forefront of the movement- Tech savvy – resourceful, investigative and rely on the word of mouth experience of others
- These are things typically associated with sustainability by the majority of people
- Sustainable tourism goes beyond being obsessed with recycling and living in a treehouse. High quality tourism that embraces the uniqueness of the destination, creates an authentic experience, and encourages interaction with the place and its people is also sustainable.So, being a sustainable business is not JUST about the environment, being crunchy… but it’s about being a GOOD business and providing GOOD opportunities to clientele
- Pigeon Forge, TN
- Costa del Sol, SpainGreatest example of mass tourism developmentLeader of sun, sand, and sea destinations and experiences. (None of us would disagree)
- By building sustainable, authentic experiences we encourage a different kind of traveler:Stay LongerTravel FurtherMinimize ImpactGenerate a more positive experience for everyoneIncrease positive word of mouth marketingBenefits
- Tourism as an industry has a fairly common set of indicators it uses Ministries, CVBs, tour operators all use arrivals and income generators as a way to measure viability (These are all relevant – still a business) Sustainable tourism goes one step further to look at impacts Using these indicators whether building a business or a destination promotes healthier more long-term success that isn’t victim to economic trends or fads
- Tourism that is truly sustainable has very important impacts for everyone. Travelers are more happy – WoMBusinesses – reduce cost, new marketsDestinations – positive association, new marketsGovernments – increased revenue, increased jobs, money stays localResidents – new jobs, money stays local, healthy destination
- At Solimar we work primarily in “destination development” – which is looking at the complete view of the destination and how to make it sustainable (in the sense we described) and also financially sustainableWe’ve embraced an ethos called “geotourism”
- SF: Home of Golden Gate, Alcatraz, Crazy Hippies and the Folsom Street FairLeader in sustainable destination management both in US and globally
- I dea is that create a healthy citizenry, minimize impact on infrastructure in long-term, reduce costs Public Transit: Hybrid Taxi Cab System / First Hybrid Ferry Minimize Solid Waste: Ban on plastic bags Solar-Paneled Convention Center and Stadiums, including the Urban Center – LEED CERTIFIEDThey also make use of their website to encourage travelers to travel “greenly”Participating in bike toursEngaging with locally owned businessesTraveling off the beaten path
- Encourage travel outside of
- TUI is onethe world’s largest tour operator.30 million travelers. 118 Countries.
- Important: IF A COMPANY OFFERED A SUSTAINBLE OPTION – I’D BOO“What is Sustainable though?!”
- They have made a huge commitment towards sustainability – not just in their services but in requiring that their partners and affiliates commit to it as well
- TUI has a massive supply chain – its supply chains have supply chains – on and on. Recognize the importance of managing the expectations of their partnersThey have one of the largest collection of certified hotels and tour operators and receive numerous awards.We recognized that the “green traveler” market is small… but if they’re going to book a tour, they’re going to go with TUI.
- North America’s Largest Hotel Chain / 50 Hotels in 9 Countries Initiated in 1990Locations: UNESCO World Heritage Sites, National Parks, Biosphere Reserves, and Fragile ecosystems Sonoran Desert Coastal Zones, Mangove Wetlands Protection and Conservation of these resources = sustaining business
- Waste Management: Recycling, Organics Diversion/Composting, Food and Goods RedistributionEnergy Conservation: Lighting Retrofits, HVAC Upgrades, Alt. EnergyWater Conservation: Tap Aerators, LowFlow Showerheads, Low Flush Toilets, Wastewater recycling systemsCommunity: Turtle Conservation (Mexico), Coral Reef Protection (Hawaii), Beluga Whale Adoption (Quebec)
- Fairmont Royal – Installed new soft water washing machinesFairmont Vancouver – BC Energy Savings Plan
- Outreach to 80,000 constituenciesInput from over 2,000 experts18 month consultation process5 rounds of consultationAnalysis of 4,500 criteria already in useApproval over 91% for any one criterionISEAL compliant