EuroEco 2010 Lone Lamark
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EuroEco 2010 Lone Lamark

EuroEco 2010 Lone Lamark

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EuroEco 2010 Lone Lamark Presentation Transcript

  • 1. Developing ecotourism in Norway Lone Lamark European Ecotourism Conference 2010 Pärnu - Estonia 1
  • 2. My background SUSTAINABLE TOURISM HANDBOOKS • Sustainable hotel and restaurant management 259 examples on what to do 1998/02 • Hotel «clean up» 1998 • How to measure eco efficiency in small tourism businesses 1999 • Hotel Environmental Management Manual– ISO 14001 & EMAS 1999 • Sustainable Destination Development Manual 2004 • Responsible tourist guidelines 2005 • Ecotourism certification scheme 2008 PROJECTS.. • Global Ecotourism Conference 2007 • Developer of Norwegian Ecotourism Certification Scheme 2008 • Ecotourism Norway 2005-2008 • Sustainable Destination Development Initiative 99-04 • www.greenhotels.no 1999 OWN Consultancy Company from 2008
  • 3. My own ecotourism challenge at SKAGAKAIA in the arctic islands of Vesterålen Local food – authentic rooms – culture & storytelling – nature tours
  • 4. Developing ecotourism & certification in Norway Lone Lamark European Ecotourism Conference 2010 Pärnu - Estonia 4
  • 5. Eco labels & certification available in Norway • The Eco Lighthouse • The Rose of Olaf : Norwegian cultural heritage label • The Nordic Swan • The EU-flower • EMAS/ISO 14001 • Blue Flag • Certified Norwegian Ecotourism • + Other national quality labels and standards in tourism
  • 6. An ecotourism business… Is nature based… Benefits local people… Provides positive experiences for both visitors and hosts… Contributes actively to conservation of biodiversity… Includes a learning experience for the guests… Minimizes the negative impacts on environment, nature and culture…
  • 7. Why eco-tourism? • A global brand – a marketing and communication tool! • A defined concept – global identity – local pride • Holistic approach: business, community, training, environment, quality, market.. • Global network • Golden opportunity: Power to attract tourism industry, the local authorities, the market, the people and the media .
  • 8. Aim of the Norwegian ecotourism initiative Establish ecotourism as a concept, a network and marked for nature- and culture based tourism businesses in Norway.
  • 9. Cooperation on development of ecotourism in Norway 2005-2008 • GRIP • WWF Norway (innitial phase) • Innovation Norway (National Tourist Board) • The reference group NHO Reiseliv/Hospitality Ass. – WWF – Innovation Norway/Tourist board - Farmers Ass. - GRIP • Funding: Ministry of Environment, Ministry of Trade and Industry Ministry of Food and Agriculture
  • 10. Testgroup ◦ Svalbard Villmarksenter, Longyearbyen ◦ Birk, Pasvik ◦ Alaskan Husky Tours, Røros ◦ Vester Ocean Sounds, Lofoten ◦ Spydspissen Villmarksopplevelser, Rena ◦ Lofoten Kajakk, Lofoten ◦ Egalia, Saltdalen i Nordland ◦ Bjørnsonvegen
  • 11. + 9 businesses along the Bjørnson route • Aulestad • Kittilbu Utmarksmuseum • Liomseter • Kulturstua I Ro • Ruten Fjellstue • Dalseter Høyfjellshotell • Strand Fjellstue • Skåbu Hytter & camping • Amundsen Hotel
  • 12. Ecotourism Norway – an holistic approach 1. Develop guidelines for Norwegian ecotourism 2. Establish a national certification scheme to secure quality and credibility 3. Establish a national ecotourism membership network 4. Guidelines and training to develop quality ecotourism products. 5. Develop and implement the marketing plan.
  • 13. First steps was to define: • Who are the potential ecotourism businesses in Norway? (Who are we working for and what are their challenges and needs?) • Who is the marked? (Who are we developing ecotourism products for?) • What is ecotourism in Norway? ◦ What is the Norwegian “friluftslivtradisjon” / outdoor tradition? • Critical issues for Norwegian ecotoursim • Development of a Norwegian 1) Ecotourismconcept 2) Ecotourism network 3) Ecotourism market
  • 14. Strategic decisions • Take part in and support the strenghtening of ecotourism as a global quality brand! • Word to use: ECO-TOURISM • Business certification, not product! • Framework: ◦ Agreed international guidelines ◦ Norwegian tourism- and outdoor traditions ◦ Own environmental challenges (and global challenges)
  • 15. A global framework An ecotourism business… Is nature based… Benefits local people… Provides positive experiences for both visitors and hosts… Contributes actively to conservation of biodiversity… Includes a learning experience for the guests… Minimizes the negative impacts on environment, nature and culture…
  • 16. A global framework “Ecotourism is responsible travel to natural areas that conserves the environment and improves the well being of local people ”
  • 17. In Norway we say it like this: «Ecotourism is enriching nature and cultural experiences, organized by responsible tourism companies with consideration for their guests, the environment and the local community that they are a part of»
  • 18. Seven basic principles An ecotourism business.. 1. ..is nature and culture based 2. ..is aware of its own effect on the environment 3. ..balances ecological, cultural, social and economic considerations. 4. ..contributes positively in the local community,
  • 19. Seven basic principles An ecotourism business.. 5. ..contributes to preserving listed buildings and has local adaptation as a general goal 5. ..places particularly high demands on hosts and guides, 6. .. give employees and guests insight into local culture, the community and the environment.
  • 20. A quality label – not just an ecolabel
  • 21. Criteria document: 4 themes 1. Quality and Management 2. Running an ecotourism Business choice: business Keep it simple! 3. Use of nature and culture 4. Profile and marketing
  • 22. Discussions on critical issues • Catch and release vs traditional fishing? • Hunting and use of natural resources? • Wildlife watching as ecotourism? • Use of motorised vehicles? * • Marketing as a climate change tool? * • Long distance vs short distance markets?
  • 23. Most challenging criteria: Transport • Snow mobiles? • Power boats? • Motorized adventures/activities? • Transport of goods? • Transport of guests during the stay? • Transport for organized activities? General rule: • Use of motorized vehicles for transport in nature is not allowed. • Organized activities are not motor based.
  • 24. Discussions on critical issues • Catch and release vs traditional fishing? • Hunting and use of natural resources? • Wildlife watching as ecotourism? • Use of motorised vehicles? • Marketing as a climate change tool? • Long distance vs short distance markets? *
  • 25. Adressing climate change: 4.4.4 Own marketing activities and the climate challenges The company’s marketing is directed towards closer markets, limited to Europe, as an active contribution to reducing the climate pressures.
  • 26. The prosess - our experience • Holistic approach including quality label, training, national network and marketing • Global framework /global guidelines but locally developed criteria • Collaboration with small rural businesses in developing criteria is vital
  • 27. And we learned that.. The small businesses.. they say they want it to be simple, but it doesn’t mean few criterias or few pages… It means easy to understand what exactly they are supposed to do!
  • 28. The process towards certification Step 1: ” Registration & own survey of status and possibilities” Step 2: Application + documentation Step 3: Control on site Step 4: Approval!
  • 29. The Norwegian Ecotourism Association
  • 30. Marketing • Market analysis • Marketing strategy • Marketing plan: How to reach the right customers • Ecotourism on Visit Norway • Ecotourism in official Norway marketing material • Other marketing activities: 4 prioritised markets
  • 31. Ecotourism a global brand with national logos
  • 32. International collaboration