This presentation was presented at the Ecotourism and Sustainable Tourism Conference 2011 (ESTC 2011), held in Hilton Head...
Sustainable Travel International<br />Leave the World a Better Place®<br />Shore Excursions Standard:<br />A multi-stakeho...
Sustainable Travel International<br />Leave the World a Better Place®<br />Global organization which provides cutting-edge...
STI and Cruise Industry<br />Experience and Expertise<br /><ul><li>Sustainable Travel Leadership Network
Tour Guide Training and Environmental Walkthroughs
Sustainability Solutions for Cruise Lines
Ocean Conservation and Tourism Alliance </li></li></ul><li>STI and Cruise Industry<br />Shore Excursions Standard<br />	A ...
Sustainable Tourism Eco-certification Program™<br />Shore Excursions Standard Characteristics<br /><ul><li>Global Themes, ...
Specific to Marine Environments and Operations
Comprehensive, Educational & Practical
Coral Reef Alliance</li></li></ul><li>Sustainable Tourism Eco-certification Program™<br />Shore Excursions Framework<br />
Sustainable Tourism Eco-certification Program™<br />Shore Excursions Framework<br />
Sustainable Tourism Eco-certification Program™<br />Incremental STEPs to Sustainability<br />Step 1 – Access & Self Assess...
Establishing community relations
Increased safety and security</li></li></ul><li>Cruise Line Industry<br />Destination Stewardship<br /><ul><li>Economic de...
Environmental conservation
Cultural-heritage preservation </li></li></ul><li>Destination Stewardship<br />A multi-stakeholder approach to tourism dev...
Destination Stewardship<br />When done well, destination stewardship leads to sustainable destinations that are profitable...
Destination Stewardship<br />What it is:<br /><ul><li> Business oriented solutions that are socially and  </li></ul>  envi...
 A complex project design methodology
 A paternalistic delivery of traditional development services  </li></ul>  and infrastructure  <br />
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ESTC 2011 Presentation Bobby Chappell, Sustainable Travel International, Cruise Tourism Industry

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Ecotourism and Sustainable Tourism Conference (ESTC) Presentation by Bobby Chappell, Sustainable Travel International, presented September 2011.

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  • Sustainable Travel International (STI) is a Global non-profit focused on providing business to business sustainability solutions to help tourism enterprises and destinations protect the environment, preserve cultural heritage and contribute to economic development. STI is dedicated to taking a holistic approach to addressing sustainable development within the travel and tourism industries by providing solutions-oriented programs that generate tangible results and affect long-lasting change.
  • Sustainable Travel International partners with leaders in the cruise industry to implement innovative programs that support sustainable tourism development. For example: Carnival Cruise Lines and Royal Caribbean Cruises Ltd are members of our Sustainable Travel Leadership Network , an executive level forum and peer to peer interchange for industry leaders committed to achieving the highest levels of sustainability; We collaborate with like-minded organizations like AQUILLA and the CORAL Reef Alliance to offer complimentary services. Sustainable Travel International also provide cruise lines with a suite of services, which include but are not limited to: Helping to draft the Environmental Stewardship Reports and complete gap analysis based on the Global Reporting Initiative Establishing carbon accounting methodologies and identifying opportunities for improve carbon management Supporting supply chain management through the implementation of the Shore Excursions Standard (www.shoreexcursionsstandard.org) Implementing destination stewardship projects at ports of call to improve the visitor experience Training staff to support the companies’ environmental initiatives We also worked with CLIA to pilot test the Ocean Conservation and Tourism Alliance&apos;s Principles, Criteria and Indicators for Sustainable Marine-based Tours throughout ports of call in the Caribbean
  • Royal Caribbean Cruises Ltd (RCL) has made a public commitment to have over half of its shore excursions third-party verified to a recognized international sustainability standard by 2015. Sustainable Travel International (STI) has committed to helping RCL attain its goal through the roll-out and launch of the Shore Excursions Standard. The standard was pilot tested in Cozumel, St. Maarten and St. Thomas with support from CLIA and was launched in Komodo National Park in collaboration with The Nature Conservancy. It is based on the Ocean Conservation and Tourism Alliance&apos;s Principles, Criteria and Indicators for Sustainable Marine-based Tours and is aligned with the Global Sustainable Tourism Criteria (GSTC).
  • Due to its comprehensive nature, the STEP-Shore Excursions Standard is positioned to become the “Gold Standard” in sustainable tourism certification for cruise lines and dive operations because: The StandardIntegrates internationally accepted best practices including the Global Sustainable Tourism CriteriaIncludes universal themes for the sustainable management of energy, waste, water, biodiversity, and communityWhile also allowing for unique and localized situations regarding cultural resources, purchasing, education, and emergency preparedness Utilizes a combination of performance and process-based criteriaRelevant to marine / shore environments and operations worldwide ComprehensiveWith a triple bottom line approach (people, planet, profit) it is designed to be Educational and user-friendly with limited barriers to entry for businesses; it is PRACTICAL measurement and management framework, Finally, the Shore Excursion Standard is complimentary to the Coral Reef Alliance’s Environmental Walkthrough Program. Although to two are not full aligned, the Environmental Walkthrough program will help to prepare operators to become eco-certified.
  • RLC: Thanks Katherine, and congratulations again on a job well done!  So before we move into the Q&amp;A section, I’d like to introduce the Sustainable Tourism Eco-certification Program or STEP and the associated Sustainability Management Framework. We tried not to spend too much time on our program so we could give more attention to the bigger picture. That said, in the coming months we will be hosting a follow up webinar fully dedicated to The STEP Framework. So what is the STEP Framework? It is an education and practical resource for assessment, benchmarking, and reporting and is the gateway to eco-certification. Through our online program we offer a self-assessment tool, project management platform, and secure cloud database to upload documentation for verification.  I’d like to introduce the Sustainable Tourism Eco-certification Program or STEP and the associated Sustainability Management Framework. The STEP Framework is an education and practical resource for assessment, benchmarking, and reporting and is the gateway to eco-certification. Through online program we offer a self-assessment tool, project management platform, and secure cloud database. We also provide applicants with guidance documents such asGuide to Sustainability Planning and Reporting Application Checklist and P&amp;D Templates Plug n Play Benchmarking TablesOnline program which includes:self-assessment tool with real-time resultsDuring self-assessment businesses will score themselves against industry best practicesThe interactive graphs provide a visual representation of where your strengths are and where you can make improvements can be madeonline application submission via secure databaseYou simply upload documentation and evidence into the database for easy transfer of information between your staff and eventually an assessorproject management platform to assign tasks, set timelines, and send remindersProject management tools include live timeline and options to assign sustainability tasks to a green team, individual, or department that can lead the implementation of your sustainability efforts.
  • We also provide applicants with guidance documents and templates such as:The STEP Standard, a comprehensive and holistic sustainability curriculum devoted to all sectors of the travel and tourism industryGuide to Sustainability Planning and Reporting Application Checklist and P&amp;D Templates Plug n Play Benchmarking Tables And other online tools and resources
  • RLC: STI has also placed a great deal of emphasis on a systematic approach to sustainability.  Tourism businesses that have been successful integrating sustainable business practices into their operations typically take an incremental approach, ramping up their initiatives as time and resources allow. This is why STEP offers up to three steps to Eco-certification and focuses on improvements over time:Step 1 – Access to Sustainability. Using our self-assessment tool, you can easily identify areas of success and areas for improvement.  With automated scoring and results immediately available, companies can assess how well they’re doing in each area of their business operations. Step 2 – Apply for Certification. Applicants who wish to apply for certification first comply with the 20 “Required” criteria which include baseline policies and benchmark measurements. These are submitted to STI for review and verification. Upon approval, STI will award the 2nd Party Certified logo and the business can schedule their on-site assessment. Step 3 – Assess your Operations. Next you can opt to schedule an on-site assessment with a STEP-Accredited Assessor who verify your self-assessment and adherence with STEP criteria 
  • MULTI-STAKEHOLDER APPROACH – the cruise industry is an excellent example due to the fact they influence so many aspects of a destination. Enhanced visitor experiences Destination is influenced by locals and local businesses, making the visitor experience more authentic and unique, attracting return visits and higher customer satisfaction Visitors feel welcome and safe Establishing strong community relations Proactively establish a positive relationship with local communities Better relationships between locals and CLIA’s member’s employees and customers Locals benefit from Sustainable Travel International’s presence; they reap additional financial benefits and understand that CLIA is the main factor in those benefits as a result of the work that Sustainable Travel International facilitates Increased security As a result of improved economic status of and relationships with locals
  • Sustainable Travel International’ approach to destination stewardship with the help of the cruise line industry, can help ensure that the ports of call remain viable for years to come This is accomplished by supporting local communities through: Enterprise development, which means more jobs for locals Translating economic growth into community well-being, such as schools and clean water Skills training to boost employment Improved organization and social capital And natural and cultural heritage by: Helping maintain intact ecosystems and preserve cultural-heritage, which draw customers benefiting business and local communities Creating a cleaner, sustainable environment and address carrying capacity concerns Mitigating negative environmental impact of mass tourism Working with partners to monitor fish populations and species decline
  • Destination stewardship is an approach to tourism development in which local communities, governmental agencies, NGOs and the tourism industry are dedicated to taking a multi-stakeholder approach to maintaining the cultural, environmental, economic, and aesthetic integrity of their country, region, state, or town through sustainable policy and management frameworks.
  • PreplanningInventory needs for CLIA to ensure sustainability of ports of callConduct a desk review – social, environmental and economic factorsConduct rapid assessment – in the field with local gatekeepersEngaging partnersMeet with in-country representatives of donor agencies and potential partners to discuss funding potential Write concept paper for a multi-year project that addresses root causes of problems and opportunities that arise in the rapid assessmentFormally engage potential donors and partnersPlanning &amp; implementationDevelop detailed multi-year project proposal (short, mid and long term targets)Once funded, conduct baseline and start implementation
  • Sustainability PlanningStakeholder engagement – a process of creating a partnership of actors from different sectors that identify local issues and increase transparency and buy-in. It helps ensure that local communities drive the initiative, ensuring long term success rather than impeding it. Cluster development – the creation of a network of tourism related businesses that provides a centralized point of coordination for tourism promotion and good practice. It benefits local businesses by increasing their communication and knowledge sharingMicro-Economic Development – helps local businesses access the resources they need to grow. It benefits locals by providing income and travelers by creating products and services they want in a destinationStandards Development, Sustainability Frameworks, and Eco-certification– STI’s Sustainable Tourism Eco-certification Program (STEP) and Shore Excursion Standard (SES) evaluate tourism development at a business and destination level. They provide actionable recommendations for building profitable and sustainable business solutionsCarbon neutral tourism planning – systems for identifying ways to minimize the cruise industry’s greenhouse gas footprint and strategies for implementing effective carbon neutral tourism programs at a destination levelEducation, Training, and Capacity building – training participating tourism businesses in small business management, sustainable tourism best practices, marketing, and micro-enterprise development. Their products and services will increase the port’s appeal to travelers. Providing Market Access – linking destinations to potential markets connects travelers to the products and services they want. Tours can be packaged together into multi-day, niche-specific itineraries to create stronger and more diverse tour offerings and ensure that local businesses are profitableMarketing and Promotions – marketing and branding strategy that reflects a destination’s unique qualities and leverages the growing market desire for sustainable options. Local community members will be involved in the development of these marketing materials through participatory processes.
  • Partnering with Sustainable Travel International offers numerous advantages:1. CredibilitySustainable Travel International is the non-profit leader in sustainable tourism development. We will enhance the credibility of CLIA’s sustainability initiatives through our globally recognized brand and our innovative programs. We work with travel and tourism industry leaders around the world including governmental agencies, Ministries of tourism and tourism bureaus of all sizes;
  • Tourism businesses in all sectors - from Fortune 500 companies to micro-sized enterprises; and
  • Leading travel trade associations and non-governmental organizations. All of these organizations have one things in common. They have an understanding that if our industry is going to continue to thrive, we are going to have to take responsibility for the very wellspring which we depend upon. References happily provided upon request.
  • For more information:Contact Bobby Chappell or Brian MullisEmail: brianh@sustainabletravel.com or brianm@sustainabletravel.com Phone: 800-276-7764Brian Herlihy direct: 503-488-5500 x1Visit: www.ecocertification.org
  • ESTC 2011 Presentation Bobby Chappell, Sustainable Travel International, Cruise Tourism Industry

    1. 1. This presentation was presented at the Ecotourism and Sustainable Tourism Conference 2011 (ESTC 2011), held in Hilton Head Island, South Carolina, USA, from September 19th-21st. Organized by The International Ecotourism Society (TIES), the ESTC is a unique annual conference providing practical solutions to advance sustainability goals for the tourism industry.<br />Learn more about the ESTC: http://www.ecotourismconference.org<br />ESTC on Twitter: http://www.twitter.com/ESTC_Tourism<br />ESTC on Facebook: http://www.facebook.com/ESTC.Tourism<br />The International Ecotourism Society | web www.ecotourism.orgemail info@ecotourism.org | tel +1 202 506 5033<br />
    2. 2. Sustainable Travel International<br />Leave the World a Better Place®<br />Shore Excursions Standard:<br />A multi-stakeholder approach to sustainable tourism<br />Robert Chappell, Director of Standards Development & Eco-certification <br />
    3. 3. Sustainable Travel International<br />Leave the World a Better Place®<br />Global organization which provides cutting-edge market-driven programs to help travelers, tourism enterprises and destinations protect the environment, preserve cultural heritage and contribute to economic development.<br />
    4. 4. STI and Cruise Industry<br />Experience and Expertise<br /><ul><li>Sustainable Travel Leadership Network
    5. 5. Tour Guide Training and Environmental Walkthroughs
    6. 6. Sustainability Solutions for Cruise Lines
    7. 7. Ocean Conservation and Tourism Alliance </li></li></ul><li>STI and Cruise Industry<br />Shore Excursions Standard<br /> A graduated rating system that is specifically designed to recognize marine shore operator’s commitments to sustainability and to helping them improve their environmental, social-cultural and fiscal performance. <br />
    8. 8. Sustainable Tourism Eco-certification Program™<br />Shore Excursions Standard Characteristics<br /><ul><li>Global Themes, Local Application
    9. 9. Specific to Marine Environments and Operations
    10. 10. Comprehensive, Educational & Practical
    11. 11. Coral Reef Alliance</li></li></ul><li>Sustainable Tourism Eco-certification Program™<br />Shore Excursions Framework<br />
    12. 12. Sustainable Tourism Eco-certification Program™<br />Shore Excursions Framework<br />
    13. 13. Sustainable Tourism Eco-certification Program™<br />Incremental STEPs to Sustainability<br />Step 1 – Access & Self Assessment<br /><ul><li> Sustainability Management Framework</li></ul>Step 2 – Application & Desk Assessment<br /><ul><li> “Required” Policy & Documentation</li></ul>Step 3 – On-site Assessment of Operations<br /><ul><li> 3rd Party verification of sustainability</li></li></ul><li>Cruise Line Industry<br />Destination Stewardship<br /><ul><li>Enhanced visitor experiences
    14. 14. Establishing community relations
    15. 15. Increased safety and security</li></li></ul><li>Cruise Line Industry<br />Destination Stewardship<br /><ul><li>Economic development and poverty alleviation
    16. 16. Environmental conservation
    17. 17. Cultural-heritage preservation </li></li></ul><li>Destination Stewardship<br />A multi-stakeholder approach to tourism development to maintaining the cultural, environmental, economic, and aesthetic integrity of their country, region, state, or town through sustainable policy and management frameworks. <br />
    18. 18. Destination Stewardship<br />When done well, destination stewardship leads to sustainable destinations that are profitable for businesses, beneficial to local communities and leave intact eco-systems that ensure the destination remains iconic for generations.<br />
    19. 19. Destination Stewardship<br />What it is:<br /><ul><li> Business oriented solutions that are socially and </li></ul> environmentally responsible <br /><ul><li> A way to engage local communities in a way that also </li></ul> improves the destination’s appeal to travelers <br /><ul><li> A managed approach to build relationships in destinations</li></ul>What it’s not:<br /><ul><li> A traditional approach to development
    20. 20. A complex project design methodology
    21. 21. A paternalistic delivery of traditional development services </li></ul> and infrastructure <br />
    22. 22. Destination Stewardship<br />
    23. 23. Destination Stewardship<br />Expertise in community engagement & development <br /><ul><li>Facilitating initiatives that help locals
    24. 24. Framework for measuring social and economic impacts – and tools to improve each
    25. 25. Experience helping locals take responsibility for their role in development and economic growth
    26. 26. Ability to join economic development with social and environmental indicators (help make economic growth equal community well-being, which is not a given in less developed countries)</li></ul>Toolkit for environmental, social, and economic impacts<br /><ul><li>A framework for helping destinations become more environmentally sustainable
    27. 27. Understanding of how economic, social and environmental indicators relate to each other</li></li></ul><li>Destination Stewardship<br /><ul><li>Sustainability Planning
    28. 28. Standards & Eco-certification
    29. 29. Carbon Neutral Tourism Programs
    30. 30. Travelers’ Philanthropy
    31. 31. Education and Training
    32. 32. Market Access Mechanisms</li></li></ul><li>Who STI Works With<br />Destination Managers<br />
    33. 33. Who STI Works With<br />Multinational Organizations<br />
    34. 34. Who STI Works With<br />Travel Trade Associations<br />
    35. 35. For More Information<br />Contact STI<br />Bobby Chappell or Brian Mullis<br />Visit:<br />www.destinationstewardship.org<br />www.ecocertification.org<br />Email: <br />bobbyc@sustainabletravel.com or brianm@sustainabletravel.com<br />Phone: <br />503-488-5500 (US and Canada)<br />

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