Sustainable Tourism - Iceland Naturally Event | Williamsburg, VA | June 9, 2011

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

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*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

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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

d.brown@solimarinternational.com(202) 518-6192

Shared Rewards.Shared Responsibilities.