This document discusses Ireland's Greenbox Programme, which uses certification and standards to develop eco-tourism. It outlines some of the key challenges faced in establishing the program from 2003-2014, including a lack of clear policy. It also discusses training and mentoring provided to tourism businesses to help them achieve certifications like the EU Flower Eco-label. The document highlights factors that contributed to the program's success, such as identifying regional resources and involving experts. It presents Ireland's vision of connecting European eco-tourism destinations and consumers through common standards and communications.

1. Mary Mulvey

3. Ireland in first 12 labels in world to be
recognised by GSTC January 2012
Austrian
Eco label

4. Ireland's Greenbox Programme –
Using Certification & Standards as a
Branding Tool in Eco-tourism Product
Development.
24 Eu
Flowers
–First
Hotel
Ireland

5. Key challenges
• Time
• From 2003-2006 No Policy on island on Ireland.
• Between 2006- 2014 No Clear policy Eu / Ireland post recession
• Local and national commitment – no mainstream support
• Establishing a knowledge base/research
• Developing inter-organisational relationships
• Flexibility
• Financial resources
• Unanticipated external environmental constraints
• Product provider own responsibility – Greenbox facilitator
• Packages and visitors – quality /standards are key it is still tourism!

6. Training and Mentoring
• Listen to their needs deliver training at right level/time/venue.
• 4 mentors employed to deliver the Eu Flower Eco label 2005/08
• Key qualities Skills Mentors – Experience of Audits/ Advice
• / Business Start ups/
• Clear Communication Skills / Motivation experience
• Unbeaucratic /User Friendly/Hands on training.
• Tourism Marketing for many members first time involved with
• tour operators/journalist /
• Packaging Training.
• Attending Consumer/trade

7. Achieving success
• Identifying resources in the region for development
• Inviting key experts to become involved – balance on all
aspects Green VS Tourism .
• Having development staff with key skills
• Agreeing roles and responsibilities of partners
• Provision of administrative and technical support
• Awareness of external constraints
• Identifying time to reduce hands on role
• Maintaining strong linkages with policy makers
• Sustainability beyond funding .

8. Ireland had lead many Tourism innovations in Heritage Tourism, Castle
Banquets , Rent Irish Cottage ,Duty Free Zones and Airports Tax Rebates
Overseas tourist visits to Ireland in 2013 grew by6% to 6.7million

9. New Products
Greenway –Westport
/Achill –
www.greenway.ie
Tralee Wetlands Centre –
Electric Boats –developed
wetland trust /Tralee council
.Loop Head Co Clare
www.purecamping.ie
Rock Farm , Slane Castle
,Glamping & Organic
Whiskey project Co
Meath
www.rockfarmslane.ie
www.diving.ie/blueway
www.burren.ie
Global Geo Park -3 Global
awards Sustainability Model

11. The Vision

13. Green Tourism
Success Factors
Leadership
Bespoke
Quality
Training
Risk Taking
after pilots
work
Partnership
Policy
People
Online
Distribution
Media

14. Agreed Ecotourism Destination Concept
• Declaration of The 2nd European Ecotourism Conference: Oct 2013
• We recognize these common needs:
•
• •To bring sustainability and nature conservation to the ecotourism destination regions;
• •To develop a common understanding of ecotourism in Europe as a conservation and development tool;
• •To co-ordinate communications for ecotourism destinations in order to attract guests ,
• •To communicate the benefits of ecotourism to policy and decision makers.
Ecotourism destinations in Europe should have:
• A protected area associated with the destination;
• A critical mass of local ecotourism businesses;
• A sustainability plan under implementation, in developing ecotourism;
• Nature and local culture as the main ingredients in product development and marketing;
• Active participation of local communities based on shared values, empowered through education and awareness raising.
• We, the 80 participants from 22 European countries, including ecotourism and sustainable tourism associations and
networks, ecotourism businesses, education institutions, experts and consultants on ecotourism,
• We have endorsed this statement and committed ourselves to use it as a guide for future action

15. Can we join up some European Dots on the Eco Consumer
Map –Destinations & Consumer items ?

16. One standard. One vision we can all embrace.

17. Next 5 Years ?Green Customer of the Future
Distribution of green sustainable products will be part of marketplace –Green booking engines ,apps. Eg
www.bookgreener.com
Eco Certified tour operators becomes the norm like Holland /Germany based on carbon measurement
and supplier chain measurement also . www.tourcert.org
Countries adopt GSTC Standards – for destinations and industry Mauritius , India, last 2 months
Conscious Travel –Anna Pollock model to embrace sustainability for consumers – www.conscious.travel
Ecosystems Approach - all working in Environmental , Natural & Conservation sectors begin to work
together , media can play a bigger awareness for all trade , agents and consumers .
People are not just green tourism consumers –they support Fair Trade/Ethical brands and shop
accordingly .