1. THE PRODUCT
HELPING Around the world, coastal locations attract thousands of tourists annually. Some of the most
THE PRIVATE SECTOR beautiful landscapes around the globe are found in coastal locations. With an ever increas-
ing trend for sustainability of tourism products, coupled with the need for diversifying beach
TO MARKET recreational activities for tourists, increasing efforts are needed to adapt to growing consumer
BEACHES demands. It is therefore of paramount importance that the beaches and nearshore areas are
well managed to ensure the safety and enjoyment of today’s users as well as future generations.
AND WATERFRONTS Therefore, the need for compliance to a new industry standard for beach management and
safety (ISO 13009 - referred to here as the “Clean Blue Industry Standard” - CBIS), is required
to help provide beach operators with the information and guidance to effectively manage the
beaches around the world.
Historically, there have been no specific standards for beaches and very little guidance for
beach management to help operators determine and plan for beach management. As a result,
many of the beaches have not been developed or managed in a sustainable way, resulting in
user conflicts and often a negative beach visitor experience. This Clean Blue Industry Standard
is the first of its kind worldwide. This industry standard is in a position to set a world benchmark
for beach management and safety. The aim of this industry standard is to help beach operators
make better-informed decisions about managing the beaches they are responsible for using a
consistent and best practice based-approach. As well as general beach management, the in-
dustry standard includes other important aspects, such as national actions plans, beach safety
education and information, signage, access and zoning, supervision and rescue and beach
facilities (referred collectively as “comfort services”).
The Clean Blue team will assist hotel owners, beach front property developers and managers
and local government units by preparing a bespoke consultancy service to help implement the
new ISO 13009 Standard on “Beach Services” and from this to help clients realise this potential
from a marketing perspective. Compliance to ISO 13009 (Beach Services) will help significantly
towards generating both media and public interest in your resort or hotel. This in turn will help
secure public funding for future improvements to the surrounding beach area which may be out
of your direct control and influence.
Clean Blue© is the only beach safety risk assessment initiative of its kind that is designed to
help resorts address beach/water sport related and beach construction/access related risks
that often generate high media attention. It is also designed to achieve better market penetration
for those companies who are accredited under the scheme. It also provides a clear beach user
approach to devising beach furniture needs (comfort facilities) as well as appropriate signage
and access point information that is compliant to international standards.
THE CLEAN BLUE SERVICES:
THE APPROACH TO SUSTAINABLE & COMMUNITY BUILDING
BEACH MANAGEMENT
One of the main problems for the beach tourism business is competition and marketing continu-
ity. There are clear risks associated with not undertaking standardisation to beach safety and
management. Many of these risks will not just affect the beach experience for residents and
visitors, but also the economic and social fabric of the region as whole. There are many potential
risks in maintaining the status quo and not undertaking a standards based approach to manag-
ing beaches.

2. THE CLEAN BLUE TEAM HELP CLIENTS TO AD-
HELPING DRESS THESE ISSUES IN A STRUCTURED AND
THE PRIVATE SECTOR “STEPPED” WAY:
TO MARKET 1) Conduct beach risk assessment / Customer Satisfaction survey
2) Identify beach classification type through risk assessment: (1) High Activity or (2) Low Activity
BEACHES 3) Select appropriate beach management and safety standards advice based on the areas identi-
AND WATERFRONTS fied through the risk assessment, namely: (1) Education and Information (2) Signage, Access
and Zoning (3) Supervision and Rescue (4) Beach Facilities (Comfort Services)
4) Produce an “action plan” for each beach, prioritising high activity beaches or for actions requir-
ing national implementation
5) Implement Clean Blue Industry Standard
6) Monitor, review and revise as necessary (annually)
SERVICES PROVIDED BY THE CLEAN BLUE TEAM
1) BEACH RISK ASSESSMENT 4) BEACH ENGINEERING AND
AND CUSTOMER SURVEY DESIGN SERVICES
• Coastal defence and flood prevention mea-
2) INNOVATION STRATEGY sures
• Researching consumer trends • Engineering drawings and structure design
• Beach ownership and legal issues (compli- • Consenting Compliance to National Building
ance to National Strategic Planning Laws etc.) Codes and Regulations
• Beach Planning ideas workshop • Beach nourishment and sediment recycling
• Action plans for the future
5) BEACH AND ENVIRONMENTAL
3) COMFORT SERVICES ADVICE MANAGEMENT SERVICES
• Strategic Plan for a resorts comfort services • Training and education for tour operators/
and/or recreational activities (beach access hotels
routes etc.) • Zoning (buoy placement etc.)
• Shower or washing facilities • Signage (placement and construction/main-
• Beach cleaning techniques tenance)
• Changing facilities • Supervision and rescue services (lifeguard
• Drinking fountains/facilities infrastructure/vehicles/incident reporting etc.)
• Waste disposal provision (grey water disposal • EIA and environmental monitoring / data col-
and bins) lection services
• Beach furniture
• Vendor facilities and permitting 6) MARKETING AND FINANCE
• Toilets SERVICES
• Lockers • Information management (IT, data collection,
• Beach Lighting and shade structures surveys, supply chain, database design etc.)
• Recreational games/sports equipment • Cost recovery advice (sponsorship opportu-
nities/equipment sharing etc.)
• Beach tourism marketing techniques (com-
munications plan / CSR etc.)
1. UK, CTL-Consult Ltd, 9 Stephenson House, Horsley Business Centre, Horsley,
Newcastle upon Tyne, NE15 0NY, T: +44 (0)1661 854 255, E: j.mccue@ctl-consult.com
2. Greece, Greenhotels, Lori Margariti 9, 54622 Thessaloniki.
T. +30 2310 265544. E. info@greenhotels.gr, Skype: milonas.sotiris
3. JAPAN, Sustainable Tourism, Hospitality & Events Consultant, Tokyo,
150-0011 4-4-27 Higashi Shibuya-ku
4. PHILIPPINES, The Coron Initiative, CCCNI, #11 San Agustin St. Barangay Poblacion 3 Coron,
Palawan Philippines 5316. E: cleanblueasia@gmail.com
5. Africa, PO Box 12653, Centrahil, Port Elizabeth, Eastern Cape, 6006, South Africa.
E: tournet@iafrica.com