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Improving the benefits provided by Certification and standards

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Author: Mary Mulvey (Ecotourism Ireland) …

Author: Mary Mulvey (Ecotourism Ireland)
Presentation for Topic 1: Improving the Benefits provided by Certification Programs and Standards
2nd European Ecotourism Conference
23-25 October 2013, Romania

Published in: Education, Technology

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  • First award at world travel market 2006
    Tourism for Tommorrow – July 07 Great barrier Reef /state of vermont –tourism history Minister Nigel dodds First news release was for this award . May 07
  • Transcript

    • 1. Improving the benefits provided by Certifcation and standards
    • 2. Contribution Cert schemes as marketing tool • 1. Can ask as good quality control also if selection criteria is implement (Certification is not suitable for all ) • 2. Creator of innovative nature experiences • 3 Enhance the destination , embrace conservation • 4 Working with Top CSR companies eg Google , Intel , staff vouchers etc • 5 Cross market appeal for some products other labels .
    • 3. • Ecotourism defined by TIES the international Eco Tourism Society as “ responsible travel to natural areas that conserves the environment and improves the well being of local people "
    • 4. Greenbox project Developed Ecotourism in 3 ways • Three distinct areas: total budget €3Million – Delivery of a Capital Development Programme €1.1 Million Euros to assist ecotourism operators to expand or encourage new entrants to the industry ( No Policy on island of Ireland ) – Building up a dynamic Network ( failed 2009 ) – Providing Marketing and Development supports – Developing Certification & Standards . – Demand since 2006 all over Ireland for their own Greenbox , in other regions .
    • 5. Outputs –Lessons Learned Greenbox • No Ecotourism policies embedded post funding by any 6 regional agency despite supporting funding applications cross border • Many individuals /Small tourism businesses involved for free training & Grants provided , long term commitment to sustainability ? • The economy changed people/agencies had less time and in a survival mode since 2009
    • 6. Government’s response • Programme for Government 2007-2012 “Seek, with the Tourism Agencies and Local Authorities, suitable areas to develop and promote eco tourism, as well as enhancing the existing Northwest Project, the Green Box”. Dec 2009-Smart Economy Economic Renewal Framework “We will develop a nationwide strategy for eco-tourism and associated marketing campaign”.
    • 7. 2012/2013 Regions working towards Ecotourism Duhallow North Cork - rare bird hen harriers Burren Second Group to be certified . North Kerry – 4 small hubs includes Tralee Wetland Centre /Pods Ireland . • Meath , East Galway . • • • •
    • 8. The importance of accreditation (eco tourism providers) to holidaymakers Where accreditation is concerned, those who have an interest in eco tourism appear to award it the greatest importance, Dutch and Danish holidaymakers awarding it least, in line with what appears to be lower interest generally. Avg. importance score Total Engaged in ecotourism Willing to pay more 19% 9% 16% 48% 41% 28% 42% France 8% 50% Germany 13% 47% 52% 19% 15% USA 16% 49% NL 18% 4.8 32% 48% 5 34% 53% 'not important' 1 - 3 5 36% Great Britain Base:7092 5 43% 42% 4.8 4.8 35% 58% 53% 5.2 42% Visited Ireland Denmark 5.3 56% 11% 15% 5.4 50% Ireland Most likely 4.7 33% 25% 33% 'somewhat important' 4 - 5 14% 4.6 3.5 'very important ' 6 - 7
    • 9. Discoverireland.com
    • 10. Tourism Boards Sir Richard Branson died his beard green for St Patricks Day !
    • 11. Label Developed in 2009 –based on work of Greenbox 2005-2009 In association with Advisory Panel with
    • 12. Resources First Real publication with Ecotourism Educational aspect for all .At the time 2009 needed –fear factor real .Now no longer needed to convince small business Confusion over 4 accreditation labels for accommodation and lack , resources, marketing now the issues and no understanding in product development advise at national & regional level New Edition 2012 written no funds to publish
    • 13. Networks that share and work • • • • • Coast Project Cornwall http://www.coastproject.co.uk Community Based Social Marketing www.cbsm.com Tourism must adopt and design public awareness communication methods & trends that are educating sustainable behaviour in travel , A great resource website of public programmes worldwide etc
    • 14. GREEN HOMES CULGREEN.IE YOUNG ENVIRONMENTALISTS TRANSITION TOWNS GROWING GREEN COMMUNITIES EPA NATIONAL CLIMATE CHANGE CAMPAIGN LAPD GREEN BUSINESSES.IE MACROOM E DUNDALK 2020 GREEN ENERGY ENERGY NEIGHBOURHOODS TIDY TOWNS GREEN HOTELS POWER OF ONE GREEN SCHOOLS NATIONAL SPRING CLEAN
    • 15. Green prescriptions Community Gardens
    • 16. Future Ecotourism Europe needs to be Global like our consumers ! We are not suceeding in communicating trust , common standards and reason to buy our sustainable products why ? Fair Trade International -Consumer sales increased significantly in key markets, including: Germany (33 percent), the Netherlands (26 percent), Sweden (28 percent), Switzerland (15 percent), and the UK (16 percent). Last year average sales in all other Fairtrade markets increased by over 20 percent compared to 2011. Organic Food Biofach –Nurenburg Germany 2013 Growth Records of Success 2013 •2.207 exhibitors (VIVANESS: 206) •41.794 visitors from 126 countries (international share: 44 %) •Top 5 countries for visitors: Germany, Italy, Austria, France and the Netherlands Country of the year Romania ! ☺
    • 17. Can Ecotourism help join up some European Dots on the Eco Consumer Map –Destinations & Consumer items ?
    • 18. Lessons Learned 1Changing policy can only happen with education , 2 Partnerships need to based on meaningfull engagement And not funding / project based . 3 Policies need to be long term it is a slow development process to get buy in and private sector needs also to see benefits eg Cost Saving / Marketing advantage etc 4 Linkages with all other sectors Agriculture , Food , Transport etc needs to be involved at destination level , these agencies rarely work together and need training also 5 Working with communitiy groups , smaller providers is Not usually what tourist boards do , its harder work but critical for ecotourism developments etc
    • 19. Its About Building “Bridges” Together