Developing ecotourism in Norway
                Lone Lamark

     European Ecotourism Conference 2010
               Pärnu...
My background

SUSTAINABLE TOURISM HANDBOOKS
• Sustainable hotel and restaurant management
  259 examples on what to do 19...
My own ecotourism challenge at SKAGAKAIA in the
arctic islands of Vesterålen




  Local food – authentic rooms – culture ...
Developing ecotourism & certification in Norway
                       Lone Lamark

            European Ecotourism Confer...
Eco labels & certification available in Norway

            • The Eco Lighthouse
            • The Rose of Olaf :
        ...
An ecotourism business…
 Is nature based…
 Benefits local people…
 Provides positive experiences for both visitors and
 ho...
Why eco-tourism?

• A global brand – a marketing and communication tool!

• A defined concept – global identity – local pr...
Aim of the Norwegian ecotourism initiative




        Establish ecotourism
      as a concept, a network
            and ...
Cooperation on development of ecotourism
in Norway 2005-2008

• GRIP
• WWF Norway (innitial phase)
• Innovation Norway
  (...
Testgroup

◦   Svalbard Villmarksenter, Longyearbyen
◦   Birk, Pasvik
◦   Alaskan Husky Tours, Røros
◦   Vester Ocean Soun...
+ 9 businesses along the Bjørnson route



•   Aulestad
•   Kittilbu Utmarksmuseum
•   Liomseter
•   Kulturstua I Ro
•   R...
Ecotourism Norway
           – an holistic approach

1. Develop guidelines for Norwegian
   ecotourism

2. Establish a nat...
First steps was to define:

   •   Who are the potential ecotourism businesses in Norway?
       (Who are we working for a...
Strategic decisions

  • Take part in and support the strenghtening
    of ecotourism as a global quality brand!

  • Word...
A global framework

An ecotourism business…
 Is nature based…
 Benefits local people…
 Provides positive experiences for b...
A global framework

     “Ecotourism is responsible travel to
      natural areas that conserves the
     environment and ...
In Norway we say it like this:


                  «Ecotourism is
           enriching nature and cultural
               ...
Seven basic principles

An ecotourism business..

1. ..is nature and culture based


2. ..is aware of its own effect on th...
Seven basic principles


 An ecotourism business..

     5. ..contributes to preserving listed
        buildings and has l...
A quality label – not just an ecolabel
Criteria document: 4 themes

1. Quality and
   Management

2. Running an
   ecotourism            Business choice:
   busi...
Discussions on
     critical issues


• Catch and release vs traditional fishing?

• Hunting and use of natural resources?...
Most challenging criteria: Transport
 •   Snow mobiles?
 •   Power boats?
 •   Motorized adventures/activities?
 •   Trans...
Discussions on
     critical issues


• Catch and release vs traditional fishing?

• Hunting and use of natural resources?...
Adressing climate change:


4.4.4
Own marketing activities and the
climate challenges

The company’s marketing is directed...
The prosess - our experience

• Holistic approach including quality label, training,
  national network and marketing

• G...
And we learned that..


 The small businesses.. they say they want it to
 be simple, but it doesn’t mean few criterias or
...
The process towards certification
Step 1: ” Registration & own survey of status
and possibilities”

Step 2: Application + ...
The Norwegian Ecotourism Association
Marketing

• Market analysis

• Marketing strategy

• Marketing plan: How to reach the right customers

• Ecotourism on Vi...
Ecotourism a global brand with national logos
International collaboration
EuroEco 2010 Lone Lamark
EuroEco 2010 Lone Lamark
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EuroEco 2010 Lone Lamark

  1. 1. Developing ecotourism in Norway Lone Lamark European Ecotourism Conference 2010 Pärnu - Estonia 1
  2. 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. 3. My own ecotourism challenge at SKAGAKAIA in the arctic islands of Vesterålen Local food – authentic rooms – culture & storytelling – nature tours
  4. 4. Developing ecotourism & certification in Norway Lone Lamark European Ecotourism Conference 2010 Pärnu - Estonia 4
  5. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 16. A global framework “Ecotourism is responsible travel to natural areas that conserves the environment and improves the well being of local people ”
  17. 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. 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. 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. 20. A quality label – not just an ecolabel
  21. 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. 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. 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. 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. 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. 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. 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. 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. 29. The Norwegian Ecotourism Association
  30. 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. 31. Ecotourism a global brand with national logos
  32. 32. International collaboration
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