Sustainable Travel International’s mission is to help destinations,businesses and travelers develop innovative solutions that protect theenvironment, adapt to climate change, maintain sense of place, andgenerate economic benefits.Leave the World a Better Place®Our Mission
A Connector• Non-Profit Organization• Lead NGO partner for theGlobal Sustainable TourismCouncil• Fjord Norway part of GSTC’sEarly Adopter program todefine destination criteria• Sustainability partner forInnovation Norway
Situation Analysis• Tourism represents nearly 10% of global GDP or US$6trillion.• In 2013, more than 1 billion people will travel internationally.This number is growing at 4% per year.• A sizable portion of this travel will occur in some of themost fragile ecosystems and communities remaining onthe planetLeave the World a Better Place®
Situation Analysis• Consumers now expect companies to bean active participant — if not a drivingforce — in solving the most pressingsocial and environmental issues.• 65% of corporate travel executivesresponsible for more than $10 million inannual travel budgets are in variousstages of implementing ‘green’business‐travel guidelines• Consumers are increasingly taking intoaccount a destination’s reputation forsocial and environment responsibilitywhen they make their travel choices.
We Believe That…Travel changes lives.Preserving a sense of place is a competitive advantage.Tourism destinations should be great places to both visit and live.Sustainability is a journey, not a destination.Being sustainable does not guarantee success, but being unsustainableguarantees failure.
We Believe That…Doing nothing is not a strategy.Collectively, we have all the answers.What’s required to succeed is a bold new approach, which combines themission, purpose and transparency of an NGO with the business acumen andexpertise of the private sector. This is Sustainable Travel International.
Inside the Toolkit Assessments ActionPlanning Standards andCertificationPrograms SustainabilityMarketing
Toolkit Helps to make the term“sustainability” actionable Provides the informationneeded to understandpriorities and set goals Focus on good practices Provides a solidfoundation forSustainability Story
Communicate:Sustainability Statement• Sustainability values and goals,which resonate and create arelationship with consumers.• Satisfies a need and makes onewant to buy, support, or alignoneself with your product orservice
Communicate:Sustainability Statement• An internal statement ofdifferentiation and values• Helps inform decision making andresource allocation• Supports long-term vision• Can be aspirational
Communicate:Sustainability Statement• Let go of old beliefs• Approach with fresh eyes• Statement of differentiation• Support with “Reasons to Believe”
NamibiaThe most compellingwildlife conservationstory ever told.Reasons to Believe:• 42% of Namibia isunder communalconservancy protection• Most tourism productsare community basedand sustainable
NamibiaCampaign: 42%Stories and Tactics:• PR, media focused on wildlife,adventure• 42% collateral designed for privatesector• Education programs for outboundpartnersResults:• Tour operators reporting increasedadventure travel and curiousconservationist business• 2013 Adventure Travel World Summit
OregonSustainability Promise:Pioneers in authenticity and sustainablebusiness practices.Reasons to Believe:• Promotion of good practices throughSustainable Business Challenge• Oregon Travel Philanthropy Fund,incentive for certification• Numerous authentic products• bike tours, EV itineraries, beer andwine, outdoor adventureCampaign:• Travel Oregon Forever sub-brand
OregonMessaging and tactics arefocused on “high yield,experience-hungrytravelers who are likely tobe receptive to the travelproduct that is available inOregon.”
Phoenix Convention Center• Silver LEED CertifiedConvention Center inPhoenix, AZ• Improved localsourcing of food, up to51%• Story-telling focusedon core sustainabilitycause re-framedexpectations
Coordinate: Good Practices• ProductDevelopment ISMarketing!• Private-publicpartnership andcollaboration
Jordan Tourism Board• FAM trips with existing partnersfocused on sustainability andsustainable product• Expedia campaign demonstratedsuccess of public-privateventure.
Cliffs of Moher• Popular natural attraction• Responsible efforts communicatedvia website, collateral, PR,educational signage• Cooperative marketing with like-minded businesses focused onSustainability Story to help thedestination increase visitors
Mexico’s New Image• Better sentiment• Improved mediacoverage• Attracted a widertourism audience• Motivated newvisitors
The Ritz-Carlton• Give-back programs that benefit hungerand poverty relief, disadvantaged childrenand environmental conservation• Guests participate in half-dayvoluntourism experiences• Branded, dedicated website, collateraland public relations efforts• Resulted in dozens of press hits, socialmedia impressions and personal stories• Conde Nast World Savers Award 2012
Asilia Africa• Eco-friendly lodge, camp and safari company in Africa• Website links to sustainable accomplishments andcertifications on homepage with detailed information• Guest experience integration• Generated press coverage, awards, and reputation inthe right market
Sonnenalp Resort:Vail, Colorado• Weekly newsletterdistributed to guests withup-to-the-minute results• “Living Well” Packagegenerates additionalrevenue for company andfoundation• Customers regularly maketheir own contributionsand offset carbonemissions