The Sustainability Challenge:  Implications for Tourism Green Tourism Forum II  April 22, 2008, Vancouver
<ul><li>Why are we here today?  </li></ul>
Something’s Wrong <ul><li>“ Climate change is the greatest and widest-ranging  market failure  ever seen”  Sir Nicolas Ste...
Major Threats <ul><li>The odds of Homo Sapiens surviving the next century are at best fifty-fifty. Lord Rees,  President o...
Enormous Possibilities
Deep Change
Deep Change
We’re at the fork in the road Tourism Doesn’t Operate in Isolation!
It’s Time for Some Truth Telling
Words Are Losing Their meaning
It’s Time for Some Truth Telling <ul><li>In a time of universal deceit, telling the truth becomes a revolutionary act. </l...
It’s Time for Some Hard Thinking  <ul><li>Rarely do we find men who willingly engage in hard, solid thinking. There is an ...
So this is Home We’ve only one! If you throw something away – where is away? A growing sense of limits Growing uncertainty...
We’ve Only One Home! BUT……..
But we Need Three to Support Our Current Population & Lifestyle
The Wealthier Nations Need Five!  And that’s simply not sustainable
 
<ul><li>We’re simply living beyond our means </li></ul><ul><li>Every year we destroy 44 million acres of forest… </li></ul...
Climate Change –  The Hangman’s Noose That Focuses The Mind? <ul><li>“ Climate change is the synthesis of all other enviro...
Actually, It’s a Question of Justice <ul><li>Environmental Justice </li></ul><ul><li>Social Justice </li></ul><ul><li>Indi...
 
 
The Perfect Storm  <ul><li>Energy </li></ul><ul><li>Water </li></ul><ul><li>Food </li></ul><ul><li>Resources </li></ul><ul...
Possible Consumer Responses <ul><li>Recent Headlines: </li></ul><ul><ul><li>“ What is the real price of cheap air travel?”...
So how resilient can tourism be?
Tourism: Code Red Alert
The Challenge of Volume Growth Volume Growth Emissions Reductions
Listen to the Wise Ones!
Listen to the Wise Ones! Albert’s definition of insanity as powerful as E=MC 2
Debunking the Myth of Sustainability Sustainable development  “a process to meet the needs of the present without compromi...
Debunking the Myth of Sustainability Sustaining as in perpetuating won’t work! Sustaining as in More of the same won’t wor...
Unchecked Growth Ain’t Natural! <ul><li>There are limits </li></ul><ul><li>There is no free lunch  </li></ul><ul><li>Natur...
<ul><li>We have to change our  </li></ul><ul><li>Minds </li></ul>
<ul><li>We have to change our  </li></ul><ul><li>Mindsets! </li></ul>
Time to Change Our View Linear Mechanical – take it apart Hard/objective Subject-object – resource exploitation Cause and ...
Symbols are Everywhere! <ul><li>From lines that divide </li></ul><ul><li>+ </li></ul><ul><li>To lines that unify </li></ul...
The Tourism System Does this remind you of something?  HOST SUPPLIER   SOCIETY   GUEST ENVIRONMENT
 
Balance = Health <ul><li>GUEST </li></ul><ul><li>TOURISM SUPPLIER </li></ul>Physical   Emotional   Value Spiritual Environ...
Balance = Health <ul><li>SOCIETY </li></ul><ul><li>ENVIRONMENT </li></ul>Heritage Culture Social Justice   Net Benefit Pri...
Develop Measures for System Health <ul><li>Vigor, Vitality </li></ul><ul><li>Diversity </li></ul><ul><li>Balance </li></ul...
“ Internalize the Externalities ” Pay Nature Her Due Implications of Stewardship
Time to Re-think the Role of Business
Sea Change in Role of Business <ul><li>It is time for big business to recapture the intellectual and moral high ground fro...
<ul><li>VOLUME-SIZE </li></ul><ul><li>More is better </li></ul><ul><li>Customers are targets </li></ul><ul><li>I win, you ...
The Business Case
The Business Case <ul><li>Huge Savings </li></ul><ul><li>Brand Reputation and Brand Value </li></ul><ul><li>Shareholder Ex...
What Next? <ul><li>Take responsibility! R3 </li></ul><ul><ul><li>Reduce </li></ul></ul><ul><ul><li>Replace </li></ul></ul>...
 
What Next? <ul><li>Take responsibility! R3 </li></ul><ul><ul><li>Reduce </li></ul></ul><ul><ul><li>Replace </li></ul></ul>...
10 Steps Towards GREEN <ul><li>Develop a series of  binding targets and indicators ;  </li></ul><ul><li>Measure footprint ...
10 Steps Towards GREEN <ul><li>a well articulated  business case  that is sub-sector specific ( ie relates to accommodatio...
It’s Not About Despair! <ul><li>It’s About Hope </li></ul><ul><li>What’s Your Contribution Footprint? </li></ul>
Thank You www.theicarusfoundation.com www.icarusfoundation.typepad.com www.ceopatachallenge.com/blog
4. Changing Demand Drivers Travel Demand  Opportunity Need Values Price/Value Utility/Experience Meaning/Transformation <u...
 
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The Sustainability Challenge: Implications for Tourism

  1. 1. The Sustainability Challenge: Implications for Tourism Green Tourism Forum II April 22, 2008, Vancouver
  2. 2. <ul><li>Why are we here today? </li></ul>
  3. 3. Something’s Wrong <ul><li>“ Climate change is the greatest and widest-ranging market failure ever seen” Sir Nicolas Stern </li></ul><ul><li>“ The food crisis of 2008 has revealed market failures at every link in the food chain.” Economist, April 2008 </li></ul><ul><li>This is the worst financial crisis since the Great Depression. You've seen the sudden deterioration of perceived credit quality of financial institutions around the world; you've seen the sudden failure of major institutions . John Lipsky, Head of the IMF </li></ul>
  4. 4. Major Threats <ul><li>The odds of Homo Sapiens surviving the next century are at best fifty-fifty. Lord Rees, President of the Royal Society </li></ul><ul><li>If there is no action before 2012, it’s too late. What we do in the next two to three years will determine our future. This is the defining moment. </li></ul><ul><li>Dr. R.J. Pachauri, Head of the IPCC and Nobel Peace Prize winner </li></ul>
  5. 5. Enormous Possibilities
  6. 6. Deep Change
  7. 7. Deep Change
  8. 8. We’re at the fork in the road Tourism Doesn’t Operate in Isolation!
  9. 9. It’s Time for Some Truth Telling
  10. 10. Words Are Losing Their meaning
  11. 11. It’s Time for Some Truth Telling <ul><li>In a time of universal deceit, telling the truth becomes a revolutionary act. </li></ul><ul><li>George Orwell </li></ul>
  12. 12. It’s Time for Some Hard Thinking <ul><li>Rarely do we find men who willingly engage in hard, solid thinking. There is an almost </li></ul><ul><li>universal quest for easy answers and half-baked solutions. Nothing pains some people more than having to think. </li></ul><ul><li>Martin Luther King </li></ul>
  13. 13. So this is Home We’ve only one! If you throw something away – where is away? A growing sense of limits Growing uncertainty stemming from complexity Small actions in remote places can have large and unpredictable consequences
  14. 14. We’ve Only One Home! BUT……..
  15. 15. But we Need Three to Support Our Current Population & Lifestyle
  16. 16. The Wealthier Nations Need Five! And that’s simply not sustainable
  17. 18. <ul><li>We’re simply living beyond our means </li></ul><ul><li>Every year we destroy 44 million acres of forest… </li></ul><ul><li>Lose 100 million acres of farmland…. </li></ul><ul><li>Lose 24 billion tons of top soil </li></ul><ul><li>Use 160 billion tons more water than is produced by rain </li></ul><ul><li>Lose species – 6 th mass exctinction </li></ul><ul><li>We’re destroying the earth’s thermostat </li></ul><ul><li>Earth is not a resource, a dumping ground but a living organism and “she” has a fever </li></ul>It’s Not Just Climate Change!!
  18. 19. Climate Change – The Hangman’s Noose That Focuses The Mind? <ul><li>“ Climate change is the synthesis of all other environmental issues; energy inefficiency, pollution, species extinction, water use, desertification, urban sprawl…many of the most pressing environmental issues are related intimately to the problem of climate change” Canadian Environmental Grantmaker’s Network </li></ul>
  19. 20. Actually, It’s a Question of Justice <ul><li>Environmental Justice </li></ul><ul><li>Social Justice </li></ul><ul><li>Individual & group welfare, personal fulfillment, well-being & meaning </li></ul>And this has everything to do with tourism!
  20. 23. The Perfect Storm <ul><li>Energy </li></ul><ul><li>Water </li></ul><ul><li>Food </li></ul><ul><li>Resources </li></ul><ul><li>Waste Absorption </li></ul><ul><li>Population </li></ul><ul><li>Globalization & Wealth Distribution </li></ul><ul><li>Financial Systems </li></ul><ul><li>Security </li></ul><ul><li>Technology </li></ul><ul><li>Complexity </li></ul>
  21. 24. Possible Consumer Responses <ul><li>Recent Headlines: </li></ul><ul><ul><li>“ What is the real price of cheap air travel?” - The Observer, Jan. 2006 </li></ul></ul><ul><ul><li>“‘ It's a sin to fly,’ says church” - The Sunday Times, July 2006 </li></ul></ul><ul><ul><li>“ Flugreisen als Klima-Killer” - Abendblatt, July 2004 </li></ul></ul><ul><ul><li>“ Climate conscious may ditch air travel” - New Zealand TV One, April, 2007 </li></ul></ul><ul><ul><li>“ The plane truth” - Guardian Unlimited, July 2007 </li></ul></ul><ul><li>Recent Traveler Surveys: </li></ul><ul><ul><li>British survey: </li></ul></ul><ul><ul><ul><li>70% believed ‘air travel harms the environment’ </li></ul></ul></ul><ul><ul><ul><li>64% agreed ‘the price of a plane ticket should reflect the environmental damage that flying causes, even if it makes air travel more expensive.’ </li></ul></ul></ul><ul><ul><li>TripAdvisor survey in EU: </li></ul></ul><ul><ul><ul><li>24% said air travel should be avoided to help preserve the environment. </li></ul></ul></ul><ul><ul><ul><li>26% would pay a premium of up to 10% for an eco-friendly flight </li></ul></ul></ul><ul><ul><ul><li>only 3% however, have purchased carbon ‘off-sets’ </li></ul></ul></ul>
  22. 25. So how resilient can tourism be?
  23. 26. Tourism: Code Red Alert
  24. 27. The Challenge of Volume Growth Volume Growth Emissions Reductions
  25. 28. Listen to the Wise Ones!
  26. 29. Listen to the Wise Ones! Albert’s definition of insanity as powerful as E=MC 2
  27. 30. Debunking the Myth of Sustainability Sustainable development “a process to meet the needs of the present without compromising the ability of future generations to meet their needs.” Bruntland The triple bottom line approach based on the balance of social, economic and financial factors…. as if they were equals BUT the economy is a wholly owned subsidiary of the environment! GUEST Host community Host business Environment
  28. 31. Debunking the Myth of Sustainability Sustaining as in perpetuating won’t work! Sustaining as in More of the same won’t work In the natural world, all growth is checked – it’s about development not growth How many of your have sons?
  29. 32. Unchecked Growth Ain’t Natural! <ul><li>There are limits </li></ul><ul><li>There is no free lunch </li></ul><ul><li>Nature’s subsidy program is over </li></ul><ul><li>No more cheap oil </li></ul><ul><li>No more cheap credit </li></ul><ul><li>No free waste disposal services </li></ul><ul><li>Less plentiful space </li></ul><ul><li>No unexplored “shangri la’s” </li></ul>
  30. 33. <ul><li>We have to change our </li></ul><ul><li>Minds </li></ul>
  31. 34. <ul><li>We have to change our </li></ul><ul><li>Mindsets! </li></ul>
  32. 35. Time to Change Our View Linear Mechanical – take it apart Hard/objective Subject-object – resource exploitation Cause and Effect Power concentrated Circular, complex Fuzzy, Organic – ECOLOGICAL Soft, subjective (Heisenberg) Participatory; co-evolving Emergence Power distributed
  33. 36. Symbols are Everywhere! <ul><li>From lines that divide </li></ul><ul><li>+ </li></ul><ul><li>To lines that unify </li></ul>O Dialectic of opposites Up down Right wrong In out Particle or wave Yes but With us or against us Inclusive, holistic Different Perspectives Possibility Ambiguity We’re all one Both particle and wave Yes and The health of one and the system are the same
  34. 37. The Tourism System Does this remind you of something? HOST SUPPLIER SOCIETY GUEST ENVIRONMENT
  35. 39. Balance = Health <ul><li>GUEST </li></ul><ul><li>TOURISM SUPPLIER </li></ul>Physical Emotional Value Spiritual Environmental Return Social Purpose
  36. 40. Balance = Health <ul><li>SOCIETY </li></ul><ul><li>ENVIRONMENT </li></ul>Heritage Culture Social Justice Net Benefit Pride of Place Eco Health Eco Services Environmental Justice Welfare Harmony
  37. 41. Develop Measures for System Health <ul><li>Vigor, Vitality </li></ul><ul><li>Diversity </li></ul><ul><li>Balance </li></ul><ul><li>Resilience </li></ul>
  38. 42. “ Internalize the Externalities ” Pay Nature Her Due Implications of Stewardship
  39. 43. Time to Re-think the Role of Business
  40. 44. Sea Change in Role of Business <ul><li>It is time for big business to recapture the intellectual and moral high ground from its critics and to build social issues into strategy in a way that reflects their actual importance to companies. McKinsey </li></ul><ul><li>68% of the CEOs are focusing on corporate social responsibility to create new revenue streams and over half believe that their CSR activities are giving them a competitive advantage. IBM Institute of Business Value </li></ul>
  41. 45. <ul><li>VOLUME-SIZE </li></ul><ul><li>More is better </li></ul><ul><li>Customers are targets </li></ul><ul><li>I win, you lose </li></ul><ul><li>Business is only about Business </li></ul><ul><li>Welfare can be managed by GDP </li></ul><ul><li>Technology will take care of it </li></ul><ul><li>VALUE - HEALTH </li></ul><ul><li>Yield </li></ul><ul><li>Welfare </li></ul><ul><li>“ Wellth” </li></ul><ul><li>Return on capital </li></ul><ul><ul><li>Social </li></ul></ul><ul><ul><li>Natural </li></ul></ul><ul><ul><li>Financial </li></ul></ul><ul><li>NET benefit to all stakeholders </li></ul>Time to Re-think Our Unexamined Assumptions
  42. 46. The Business Case
  43. 47. The Business Case <ul><li>Huge Savings </li></ul><ul><li>Brand Reputation and Brand Value </li></ul><ul><li>Shareholder Expectations </li></ul><ul><li>Supply Chain Pressure </li></ul><ul><li>Employee Recruitment and Retention </li></ul><ul><li>New market opportunities </li></ul><ul><li>Resilience! </li></ul>
  44. 48. What Next? <ul><li>Take responsibility! R3 </li></ul><ul><ul><li>Reduce </li></ul></ul><ul><ul><li>Replace </li></ul></ul><ul><ul><li>Renew </li></ul></ul><ul><li>Honest appraisal, benchmark, rigor </li></ul><ul><li>Engage in conversation with </li></ul><ul><li>customers employees residents investors competitors other destinations students academics </li></ul><ul><li>new media </li></ul><ul><li>4. Think quality, unique, limited </li></ul><ul><li>5. Re-cycle ideas, materials </li></ul><ul><li>6. Dare to be Bold </li></ul><ul><li>7. Seize a closing window of opportunity…. </li></ul><ul><li>8. Act first , tell later </li></ul>
  45. 50. What Next? <ul><li>Take responsibility! R3 </li></ul><ul><ul><li>Reduce </li></ul></ul><ul><ul><li>Replace </li></ul></ul><ul><ul><li>Renew </li></ul></ul><ul><li>Honest appraisal, benchmark, rigor </li></ul><ul><li>Engage in conversation with </li></ul><ul><li>customers employees residents investors competitors other destinations students academics </li></ul><ul><li>new media </li></ul><ul><li>4. Think quality, unique, limited </li></ul><ul><li>5. Re-cycle ideas, materials </li></ul><ul><li>6. Dare to be Bold </li></ul><ul><li>7. Seize a closing window of opportunity…. </li></ul><ul><li>8. Act first , tell later </li></ul>
  46. 51. 10 Steps Towards GREEN <ul><li>Develop a series of binding targets and indicators ; </li></ul><ul><li>Measure footprint </li></ul><ul><li>Introduce a “carbon disclosure project” that requires all tourism businesses that wish to participate in any province funded programs to disclose the carbon they generate and report on steps being taken to reduce that carbon </li></ul><ul><li>Develop other policy instruments that encourage the adoption of measures to: </li></ul><ul><ul><li>eliminate waste (carbon and other) </li></ul></ul><ul><ul><li>switch to renewable energy sources </li></ul></ul><ul><ul><li>offset the balance through credible, in-destination programs </li></ul></ul>
  47. 52. 10 Steps Towards GREEN <ul><li>a well articulated business case that is sub-sector specific ( ie relates to accommodation, transportation, tours, meetings, food & beverage, airlines etc) </li></ul><ul><li>an active , well funded industry education program that develops and delivers very practical tools to advise businesses how to do the a.b.c.and d. measures listed above </li></ul><ul><li>a tough, destination-wide certification program that involves an independent audit of businesses. </li></ul><ul><li>Active research into and engagement with leading consumers, consumer groups and influencers that have expressed support for the switch away from industrialized to low impact tourism . </li></ul><ul><li>A visitor education program that highlights the importance of travelling lightly – spending longer at one place, using public transportation, seeking out locally produced services and products; purchasing offsets…… </li></ul><ul><li>A destination offset program that can be used by visitors and suppliers alike to offset the carbon reductions they can’t make by behavioral change. The Green pass program suggested last summer still has potential ….. </li></ul>
  48. 53. It’s Not About Despair! <ul><li>It’s About Hope </li></ul><ul><li>What’s Your Contribution Footprint? </li></ul>
  49. 54. Thank You www.theicarusfoundation.com www.icarusfoundation.typepad.com www.ceopatachallenge.com/blog
  50. 55. 4. Changing Demand Drivers Travel Demand Opportunity Need Values Price/Value Utility/Experience Meaning/Transformation <ul><li>Commodity </li></ul><ul><li>Luxury </li></ul><ul><li>Status </li></ul><ul><li>Right </li></ul><ul><li>R & R </li></ul><ul><li>S & S </li></ul><ul><li>Togetherness </li></ul><ul><li>Explore </li></ul><ul><li>Adventure </li></ul><ul><li>Create </li></ul><ul><li>Learn </li></ul><ul><li>Express Identity </li></ul><ul><li>Meaning </li></ul><ul><li>Self realisation </li></ul><ul><li>Philanthropy </li></ul><ul><li>Cause-related </li></ul><ul><li>Aspirational </li></ul>I travel because I Can! Make It Easy Keep it cheap Show me a deal I travel to do …. Help me achieve my goal Can anyone help me reduce my risk? I travel to find meaning and do good Show me you care. What do you stand for? Can I trust you’re for real? RISK = Cheap oil & cheap credit not cheap! RISK = substitution and homogenization RISK = the value itself
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