Innovation through Certification –
from Research to Market Place
in Today's World of
Sustainable Tourism Development

Pres...
Who we are - www.destinet.eu

the DestiNet UN Type II Partnership
Abstract of Presentation
PART I Certification – The Global & European Picture
• Global & European frame - GSTC /EU - Desti...
PART I

PART I Certification – the Global & European
Picture
• Global & European frame - GSTC /EU - DestiNet Portal
Certif...
The Green Economy – Sustainable Consumption & Production within
European Borders and Abroad
The Global Green
Market Place ...
The Global Sustainable Tourism Market Place

Building a quality
assessed global
green market-place
There are over 120
cert...
The Sustainable Tourism Market Place – European Dimension

Europe has the
largest proportion of
certified products
and ser...
From Research to Market Place – the Need for Innovation
RESEARCH TO
MARKET
INNOVATION
CYCLE PHASE
A RESEARCH
B POLICY
C PR...
Certification - The Global and European Picture

The Global
Sustainable Tourism
Council (GSTC) is the
leading internationa...
Certification - The Global and European Picture

The European Union
has developed its
own destination
certification system...
The DestiNet Sustainable & Responsible Tourism Portal

•

The DestiNet
Sustainable &
Responsible
Tourism Portal –
A profes...
Mapping Sustainable Tourism Certification Worldwide

Are you on
this map?
Certificates that build the the Global SCP Market Place

Your chloice of
certifications.
On DestiNet you cna find
50 leadi...
A Concise Label Guide (Spanish available)

You can find a
regularly updated
listed of certificates
and their
performance c...
Avoiding GreenWash – the Need for Transparency & Credibility
PART II

PART II – Looking at Best Practice
Best practice examples in Europe - The DestInet Atlas
of Excellence
Mapping the products and services behind the certificates
to build the Global SCP Market Place

Awards and
Certification S...
Best Practice Examples in Europe

The Atlas of
Excellence
Best Practice
Template
Mapping, Measuring, Marketing, Monitoring Good Practice

The Portal can
provide you with
access to specific
certified prod...
The European Atlas - Product and Service Visibility

The Atlas contains
awarded or certified
tourism products
and services...
Best Practice Example - Algarve International BirdWatching Festival

Now in its 3rd Year,
the festival is
attracting over ...
The Tourism Knowledge & Innovation Community
Building a Multi-Stakeholder Networkinng Approach to Certification

Destinati...
A Destination Knowledge & Innovation Community Best Practice Example –
La Palma Biosphere Reserve
 Assess its own competi...
Norway – Leading national certification strategies for

destinations
Norway has invested
heavily in
certification support
...
Part III

PART III New Promotion and Marketing
Opportunities
New promotion and marketing opportunities VISTAwards
New Promotion and Marketing Opportunities

The Global Green
Market Place offers
the LOHAS market
Developing regional
and n...
The VISTAwards
Vision for Innovation in Sustainable Tourism Awards

ITB launch of
International
lnnovation Award
Winners w...
Lagos – A Vistawards Entry from Quality Coast

Destinations can use
the Innovation Tools
on DestiNet to have
the knowledge...
TravelGreenEurope with DestiNet

Bringing your Green
Destination Closer to
the Consumer
The TravelGreenEurope
Brand has be...
Book Different – Takes the Research Closer to the Consumer

DestiNet Green
Market Place listings
linked to consumer
via Bo...
The Green Destination Viewer

The GreenDestinationViewer informs 25.000 travel
agents about green destinations with a comm...
Destination Mostviertel/Austria: mostviertel.xtraviewer.com
Summary
A Sustainable Tourism Certification worldwide
More than 120 certificates are offered internationally
• About 60 na...
Thank-you

DestiNet – Developing Destination Partner Programmes
for Sustainable Tourism Development
This presentation was ...
Speakers Profile
Gordon Sillence has been working in the field of sustainable development for over 30
years, with a strong...
Innovación a través de la certificación – investigación de mercado en el desarrollo sostenible del turismo en el mundo de hoy
Innovación a través de la certificación – investigación de mercado en el desarrollo sostenible del turismo en el mundo de hoy
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Innovación a través de la certificación – investigación de mercado en el desarrollo sostenible del turismo en el mundo de hoy

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Ponencia de D. Gordon Sillence (Gran Bretaña), miembro de Ecotrans, y director de la plataforma DestiNet sobre "Innovación a través de la certificación – investigación de mercado en el desarrollo sostenible del turismo en el mundo de hoy." en el 5.º Congreso Internacional de Turismo Rural de Navarra :: http://www.congresoturismorural.es

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  • Now in its 3rd Year, the festival is attracting over 3,500 visitors, with the promotion of this very rural part of the Algarve as a significant international bird-watching destination bringing many more visitors at other times of the year.
  • Innovación a través de la certificación – investigación de mercado en el desarrollo sostenible del turismo en el mundo de hoy

    1. 1. Innovation through Certification – from Research to Market Place in Today's World of Sustainable Tourism Development Presentation by Gordon Sillence Ecotrans - DestiNet Training, Education and Development Services 21st – 23rd February 2014 5.º CONGRESO INTERNACIONAL DE TURISMO RURAL DE NAVARRA Ecotourism and the creation of nature-based products in rural areas”
    2. 2. Who we are - www.destinet.eu the DestiNet UN Type II Partnership
    3. 3. Abstract of Presentation PART I Certification – The Global & European Picture • Global & European frame - GSTC /EU - DestiNet Portal Certification Knowledge Base • Certification of businesses, destinations, tour operators - The Label Jungle PART II – Looking at Best Practice • Best practice examples in Europe - The DestInet Atlas of Excellence PART III New Promotion and Marketing Opportunities • New promotion and marketing opportunities - VISTAwards This presentation will provide a global overview of the current field of sustainable tourism certification, showing the work of the key global and European level stakeholders to harmonise certification, alongside the global diversity of certificates in the marketplace today. It will give participants a working view of how the DestiNet Sustainable & Responsible Tourism Portal can be used as a knowledge base containing who’s who in the field, best practice of different types of stakeholder, and market access opportunities for both SMEs and destinations. The VISTAwards will be highlighted as one such opportunity for global exposure of businesses innovating in the field of sustainable tourism development.
    4. 4. PART I PART I Certification – the Global & European Picture • Global & European frame - GSTC /EU - DestiNet Portal Certification Knowledge Base • Certification of businesses, destinations, tour operators - The Label Jungle
    5. 5. The Green Economy – Sustainable Consumption & Production within European Borders and Abroad The Global Green Market Place (SCP) is the framework for certification The European Knowledge Economy needs Innovation, which certification encourages A Multi-Stakeholder Knowledge Base is necessary for informing market place activities
    6. 6. The Global Sustainable Tourism Market Place Building a quality assessed global green market-place There are over 120 certificates worldwide with more that 5000+ certified and awarded businesses and destinations now mapped on DestiNet
    7. 7. The Sustainable Tourism Market Place – European Dimension Europe has the largest proportion of certified products and services The Market place serves as a means of mapping the growth of sustainable tourism products and services About 60 national and international sustainable tourism certificates are offered in Europe 10-20 have a special focus on ecotourism
    8. 8. From Research to Market Place – the Need for Innovation RESEARCH TO MARKET INNOVATION CYCLE PHASE A RESEARCH B POLICY C PRODUCT / DESTINATION DEVELOPMENT D PROMOTION / MARKET ACCESS E MONITORING How can an SME or destination administration use the European Knowledge Economy to be more sustainable and competitive in the global tourism market place? This innovation cycle charts the steps needed to stimulate innovation. It is linked to the practical support given on the DestiNet Portal to tourism sector businesses and destinations in their efforts to perform with full awareness of their triple bottom line responsibility. Certification options are part of the European knowledge economy innovation opportunities for enterprise and destinations to walk the path of competitive & sustainable tourism in Europe.
    9. 9. Certification - The Global and European Picture The Global Sustainable Tourism Council (GSTC) is the leading international authority on certification harmonisation. They have developed standards for the certification of both SMEs and destinations .
    10. 10. Certification - The Global and European Picture The European Union has developed its own destination certification system – the European Tourism Indicators System. Destination certification should take account of both processes.
    11. 11. The DestiNet Sustainable & Responsible Tourism Portal • The DestiNet Sustainable & Responsible Tourism Portal – A professional tool kit to understand the world of certifcation
    12. 12. Mapping Sustainable Tourism Certification Worldwide Are you on this map?
    13. 13. Certificates that build the the Global SCP Market Place Your chloice of certifications. On DestiNet you cna find 50 leading certificates with comparable descriptions and links to further information
    14. 14. A Concise Label Guide (Spanish available) You can find a regularly updated listed of certificates and their performance criteria in Spanish here
    15. 15. Avoiding GreenWash – the Need for Transparency & Credibility
    16. 16. PART II PART II – Looking at Best Practice Best practice examples in Europe - The DestInet Atlas of Excellence
    17. 17. Mapping the products and services behind the certificates to build the Global SCP Market Place Awards and Certification Systems promote Innovation DestiNet hosts the GSTC Knowledge Base for Sustainable Tourism Certifcation The Portal has a Global Quality Assessed Market Place of products and services associated with these certificates
    18. 18. Best Practice Examples in Europe The Atlas of Excellence Best Practice Template
    19. 19. Mapping, Measuring, Marketing, Monitoring Good Practice The Portal can provide you with access to specific certified products and services, currently listing over 4,000 items in the Global Green Market Place that provide quality assessed good practice examples
    20. 20. The European Atlas - Product and Service Visibility The Atlas contains awarded or certified tourism products and services, listing destinations such as nature parks, accommodation providers and service activities Being on the map enables visibility to tour operators, travel agents, the media and to travellers
    21. 21. Best Practice Example - Algarve International BirdWatching Festival Now in its 3rd Year, the festival is attracting over 3,500 visitors to the week long event. The promotion of the this part of the Algarve as a significant international birdwatching destination brings many more visitors at other times of the year.
    22. 22. The Tourism Knowledge & Innovation Community Building a Multi-Stakeholder Networkinng Approach to Certification Destinations can use the Innovation Tools on DestiNet to bring themeslves, and their products and USPs to a quality- assessed marketplace Guidance for any destination can be found in DestiNet on how to organise multistakeholder activities to bring certifcation from research to market place Supported by the EU in the FAST-LAIN Project in 2012
    23. 23. A Destination Knowledge & Innovation Community Best Practice Example – La Palma Biosphere Reserve  Assess its own competitve and sustainable tourism situation  Manage its own space on the portal for The Biosfera de la Palma has used mapping stakeholders DestiNet to create a virtual Knowledge & Innovation Network on  Is developing an innovation cluster called the ‚La Palma Club‘ to set up a Knowledge & La Palma. Using the Tourism Innovation Community on sustainable Knowledge & Innovation Community tourism development for members toolkit it has been able to: The La Palma Destination Learning Area Cluster  Define a green map of Biosfera La Palma sustainable tourism offers on the Portals‘ global sustainable tourism market place  Develop International knowledge networking links  Contribute to the virtual European Tourism Observatory concept Tourism Knowledge & Innovation Communities - Handbook 2012 24
    24. 24. Norway – Leading national certification strategies for destinations Norway has invested heavily in certification support and development, creating its own destination certification system alongside more familiar eco-labels in a country wide strategy. http://www.regjeringen.no/pag es/37646196/Lenke_til_strategi en-engelsk.pdf
    25. 25. Part III PART III New Promotion and Marketing Opportunities New promotion and marketing opportunities VISTAwards
    26. 26. New Promotion and Marketing Opportunities The Global Green Market Place offers the LOHAS market Developing regional and national certification to create transparent Green Supply Chains The DestINet Innovation Group is developing research to market
    27. 27. The VISTAwards Vision for Innovation in Sustainable Tourism Awards ITB launch of International lnnovation Award Winners will become TravelGreenEurope Partner Programme beneficiaries.
    28. 28. Lagos – A Vistawards Entry from Quality Coast Destinations can use the Innovation Tools on DestiNet to have the knowledge to prepare for awards such as the Quality Coast Award, which would then bring them into the VISTAwards spotlight. Cf ITB Berlin Thursday March 6th
    29. 29. TravelGreenEurope with DestiNet Bringing your Green Destination Closer to the Consumer The TravelGreenEurope Brand has been created by the DestiNet Innovation Group (DIG). DestiNet as a Quality assurance clearing house for market access Your destination can become part of the DIG partner programme.
    30. 30. Book Different – Takes the Research Closer to the Consumer DestiNet Green Market Place listings linked to consumer via Booking.com through Bookdifferent.com
    31. 31. The Green Destination Viewer The GreenDestinationViewer informs 25.000 travel agents about green destinations with a commitment to sustainable tourism and with eco-certified businesses and packages, which the tour operators and travel agents can offer and sell to their clients. The GreenDestinationViewer uses DestiNet as independent information source for certified tourism and further initiatives in the destination.
    32. 32. Destination Mostviertel/Austria: mostviertel.xtraviewer.com
    33. 33. Summary A Sustainable Tourism Certification worldwide More than 120 certificates are offered internationally • About 60 national and international sustainable tourism certificates are offered in Europe • 10-20 have a special focus on ecotourism B Certification and Best Practice in Tourism Sustainable Consumption/Production • Certificates provide transparency on sustainable good and services, allowing credibility and trust to develop on a b to b and b to c basis • The Global Sustainable Tourism Council a provides transparent comparision, quality control and harmonisation of certificates C Market Access through Certification – A Partnershiip Approach • Best developed sucessfully through a multi-stakeholder collaboration process, cf La Palma Biosphere example , leading to better promotion options • DestiNet is a professional tool to map, measure, manage, market or monitor your sustainable destination or service to a global audience
    34. 34. Thank-you DestiNet – Developing Destination Partner Programmes for Sustainable Tourism Development This presentation was prepared by: Ecotrans – DestiNet Training, Education & Development Services www.destinet.eu Herbert Hamele herbert.hamele@ecotrans.de Gordon Sillence gordon.destinet@ecotrans.de Februrar y2014
    35. 35. Speakers Profile Gordon Sillence has been working in the field of sustainable development for over 30 years, with a strong focus on policy development, regional planning and ICT Innovation for personal well-being (health & wellness) , biodiversity conservation and tourism sector sustainable consumption and production. Most recently he has produced the EU CIP funded Guide for Setting up Tourism Knowledge and Innovation Communities (2012), focusing on knowledge networking, education and training on-line systems for sustainable regional development. He been a staff member of the European Commission’s DG Enterprise, preparing the EU’s approach to Agenda 21 for the European Tourism Sector and the publication of the EU’s Innovation in Tourism - How to Creat a Tourism Learning Area. He is currently executive director of the UN/European Environment Agency’s Type II Partnership DestiNet Sustainable & Responsible Tourism Portal (www.destinet.eu), and vice-president of the ECOTRANS Network for Sustainable Tourism Development, where he co-directs DestINet Training, Education & Development Services as an international sustainable development consultant. At the regional level, he is currently coordinator of the Janela Aberta 21 – Education for Sustainable Development Centre in Southern Portugal, and was the WWF Coordinator for the Southern Portugal Green Belt Lynx Conservation Project. He has also lectured in the UK on the University of Glamorgan’s Masters in Environmental Management course and designed Masters level university modules for sustainable development education.

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