2012 FNA Ryerson University

CSR & Tourism in Canadas north

Lay of the land• Products• Core Values• Corporate Social Responsibility• Trends, what’s new

Frontiers North Adventures • Expert-guided tours in Canada’s north since ’79. • Hosting guests in Nunavut since 1988. • Best access in the world to wild polar bears. • One of 11 hand-picked for CTC’s initial launch of the Signature Experiences Collection. • 2011 Responsible Travel & Tourism Forum Leadership Award

Mission statementFrontiers North delivers quality nature adventures in asustainable and responsible manner, inspiring our gueststo become invested in Canada’s north.We ensure our guests view and photograph the wildlifeof the north as well as experience history, culture andcustoms of the people of the north.

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Adventurer Classic Photographers Travellers Tourists Self guided Expert Tour Guide Pro Photo Guide Time- & Most time White glovecost-efﬁcient with wildlife Large-sized Medium-sized Small-sized groups groups groups

Core values• Above all we are hosts.• Invested in the communities and environments in which we operate.• Passionate to share the resources that have been made available to us.• Our brand promise holds tremendous value in long haul, high yield & luxury markets.

Ecotourism• Based on nature• Educational• Sustainable management

Corporate Social ResponsibilityFramework from CBSR.ca:I. Environmental Practices and Sustainability.II. Workforce and Employee Practices.III. Commitment to our Community.IV.Educational Outreach.V. Corporate Giving.

I. Environmental Practices• Utilize existing trail network.• Proactively upgrade and maintain trail networks.• Upgrade Buggy ﬂeet with custom-built engines.• Transition to battery-powered engine heaters.

I. Environmental Practices (con’t)• Reclaim grey water to flush toilets, etc.• Work with suppliers to reduce footprint.• Manage against environmental impact assessment.• Prints brochures on FSC certified 100% post-consumer fibre paper.

II. Workforce and Employee Practices• Staff participate in planning at FNA AGM.• Proﬁt sharing up to 10% of salaries.• Code of Conduct and Workplace Respect policies.• Diverse Workplace: - 12% Aboriginal. - 6% visible minority. - 44% women on management team.

III. Commitment to Community• $1.6M investment = ~ $4M economic activity.• Purchase policy favours local, Aboriginal suppliers.• Leakage - ~35 seasonal employee• Employ local residents when possible.• FNA goal to be world class.

IV. Educational• Learning vacations?• Best guides in Canada.• Contemporary and traditional knowledge.• Biological, environmental and social science.• Strong relationship with Polar Bears International.

IV. Educational (con’t)Polar Bears International• FNA provides $300K in support.• Leadership Camps.• Tundra Connections.• Field Ambassador Program.• Evening presentations by PBI Species Experts.

V. Corporate Giving• Total corporate giving to exceeds the national standards of 1% of pre-tax proﬁts measured by the Canadian Business for Social Responsibility.• FNA 2011 corporate giving exceeds 6% of pre-tax proﬁts.

FNA manages guest experience at every step. Frontiers North Expert Guiding ✔ Flights ✔ Luggage handling ✔ Transports ✔ Accommodation ✔ Meals ✔ Culture ✔ Tundra Buggy ✔®

Differentiation.Locking your gaze with a wild creature is just one partof a totally immersive and all-encompassing experience.For Frontiers North guests, the context and elementssurrounding and supporting the wildlife experience areas equally important (if not more so) as the wildlifeexperience itself.

Trends, observations• Discounts & attempts to reinvent brand.• We’re true to our core values and the market continues to reward us.• Developing brand to serve high-volume markets (competing on low-price).

Thank you! @JohnGunterFrontiersNorth.com

2012 FNA Ryerson University

by John Gunter

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2012 FNA Ryerson University Presentation Transcript