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Pembrokeshire oct2017

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Faversham oct2017
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Pembrokeshire oct2017

  1. 1. Caring for business, people & nature, today & forever Future Proofing Tourism in Pembrokeshire Harold Goodwin Emeritus Professor, MMU, Institute of Place Management Director Responsible Tourism Partnership 1
  2. 2. Future Proofing Tourism in Pembrokeshire • That is a big ask…….. • I hardly know the county • Futurology – shocks and trends • Tourism is perhaps the easy bit….. • It will be what we make it … • In particular it will be what you make it 2
  3. 3. Some off piste comments • Global warming will continue for some time • Different climate effects in different places • The currency is unlikely to recover its full strength – good for domestic and inbound tourism • Public expenditure will be tight – particularly for tourism and agriculture. • Infrastructure investment in rural areas will be very limited • Holidays taken away will shorten • Living standards will be stagnant or decline 3
  4. 4. I did some homework • To remain the champion of the tourism industry in Pembrokeshire. • To develop new markets and maximise sustainable economic growth. • To work with marketing partners, provide member benefits and trade engagement. The future of tourism in Pembrokeshire is where it should be - in the hands of the industry and we all have a great opportunity now to not only shape the future but also ensure that Pembrokeshire develops and strengthens its reputation as the premier coastal destination in Wales. 4
  5. 5. Access = Egress 5
  6. 6. Car Mileage 6
  7. 7. Is Pembrokeshire as destination? Or is it destinations? Market Segments 7
  8. 8. Sustainable Development: a long history? • 1972 World Commission on Environment & Development • 1980 World Conservation Strategy • 1987 Brundtland Report & Our Common Future • 1992 Rio Environment & Development – UN Commission on Sustainable Development • 2000 Millennium Development Goals • 2002 World Summit on Sustainable Development • 2012 Rio+20 • Sustainable Development Goals Very little to show for it……… 8
  9. 9. UN IY of Sustainable Tourism for Development 1. Make optimal use of environmental resources 2. Respect the socio- cultural authenticity of host communities 3. Provide socio- economic benefits to all stakeholders • Continuous process requires • Informed participation of all stakeholders & • strong political leadership • High level of tourist satisfaction 2004 Technical Definition It is not a technical issue. It is a political issue about intergenerational 9
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  12. 12. Why Responsibility? • to respond, to act, • responsibility implies and requires action. • critical to creating change is acknowledging and owning up to problems, and taking responsibility for making changes. • Responsibility is free – you can take as much of it as you can handle 12
  13. 13. What is Responsible Tourism? • Identifying issues which matter and address them through tourism • a triple bottom line approach to Tourism Management • a way of travelling – it offers a better experience • a movement • diverse: particular to cultures, places and organisations • characterised by transparency • requires the acceptance of responsibility and the willingness to take action 13
  14. 14. Responsible Travel takes a variety of forms, it is characterised by travel and tourism which 1. minimises negative environmental, social and cultural impacts; 2. generates greater economic benefits for local people and enhances the wellbeing of host communities, by improving working conditions and access to the industry; 3. involves local people in decisions that affect their lives and life chances. Cape Town Declaration 2002 14
  15. 15. 4. makes positive contributions to the conservation of natural and cultural heritage and to the maintenance of the world’s diversity; 5. provides more enjoyable experiences for tourists through more meaningful connections with local people, and a greater understanding of local cultural and environmental issues; 6. provides access for physically challenged and socially disadvantaged people; and 7. is culturally sensitive and engenders respect between tourists and hosts. 15
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  17. 17. Tourism: an opportunity? • Tourists can bring additional spending power to a community – jobs and economic development. • Tourism can provide resources for environmental conservation • Tourism can provide social benefits keeping young people in rural communities and valuing cultural heritage – it can keep young people in rural areas • But the value has to be captured and the impacts have to be controlled – tourism has to be managed. 17
  18. 18. Sir Colin Marshall British Airways 1994 Tourism and the travel industry “is essentially the renting out for short-term lets, of other people’s environments, whether that is a coastline, a city, a mountain range or a rainforest. These ‘products’ must be kept fresh and unsullied not just for the next day, but for every tomorrow” 18
  19. 19. Successful tourist destinations • offer the visitor something unique • they create a sense of place, an identity which is different from their competitors…. • no two communities are ever exactly the same… Who to attract/invite? 19
  20. 20. Experiential Tourism • The experience economy • Seeking memorable experiences • Driving increased tourism • Viral marketing • Engagement in culture, community and the environment • Shared product of host and guest • Quality, depth, create memories You can taste the difference? 20
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  22. 22. Overtourism: the fig leaf falls off The fig leaf of sustainability Bumping up against the limits to growth Social & economic conflict 22
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  24. 24. From the ridiculous to the sublime….. 24
  25. 25. The main attraction is the public realm. The public realm is for free – but it needs to be cleaned & maintained 25
  26. 26. The tragedy of the commons • Public realm goods are – Non-rival (light & view) – Non excludable But nowhere has infinite capacity? Tourist behaviours affect capacity. • “Therein is the tragedy. Each man is locked into a system that compels him to increase his herd without limit - in a world that is limited. Ruin is the destination toward which all men rush, each pursuing his own best interest in a society that believes in the freedom of the commons.” • Hardin 1968 26
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  29. 29. Honey pots • 2008 In the mile walk from the harbour to St. Non's Chapel there were: • four groups coasteering, comprising three young adults exploring alone, two groups of children with instructors, and one group of adults with instructors. • two pairs of fishermen fishing from the sandstone ledges. • three groups of climbers. • two small fishing boats, one checking lobster pots. • two groups sailing kayaks and canoes. • half a dozen groups of walkers. • three families picnicing. • one family crabcatching off the harbour wall. 1. Recreational use conflicts 2. Loss of habitat 3. Disturbance of wildlife 4. Erosion 5. Litter 6. Infrastructure stress – toilets, car parks. 7. Congestion lanes and slip ways 29
  30. 30. Erosion caused by Recreation Pembrokeshire Coast Path 10,500 long distance walkers # 275,000 access walkers “1996/97 revealed that only 4% of users thought that their walking experience had been spoiled by the effects of erosion. It is true that erosion is less of a problem in Pembrokeshire than on other National Trails.” 30
  31. 31. Pollution free? For Free? 31
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  34. 34. Overtourism the antithesis of Responsible Tourism Responsible Tourism • Making better places to live in and better places to visit • In that order • Running up against the limits to growth Overtourism • Overtourism describes destinations where hosts or guests, locals or visitors, feel that there are too many visitors and that the quality of life in the area or the quality of the experience has deteriorated unacceptably. 34
  35. 35. Tourism is a polluting industry • Travel and greenhouse gas emissions • Litter, trampling – management costs • Use of the public realm – the commons, congestion. • Social and economic impacts on the high street and in villages • Induced effects with migration, second homes and holiday lets – villages can be hollowed out. 35
  36. 36. Crowding 36
  37. 37. The realisation of benefits depends on • the creation of employment at all skill levels and where there is existing capacity – wage/progression/additional income • the additional facilities, restaurants, festivals, markets, attractions and retail …. ; • the extent of linkages to existing local economy - maximise linkages and minimise leakages • It is not just about the money: sense of pride generated by “being known” • the extent of local/non-local ownership of tourist enterprises – small scale and low risk. 37
  38. 38. Off season 38 Focused,co-operative opening & marketing Repeats & referrals
  39. 39. The moments and times we treasure? • Temporary resident • Culture – Celtic • The back streets • That conversation or encounter with the ‘other’ • Hosts & Guests 39
  40. 40. Tourism is not a natural phenomenon • Tourism is what we – the producers and the consumers – make it • Hosts & Guests • Visitors and tourists • It is a social construct • We can make it better • Access = Egress • The metrics matter – International arrivals – Length of stay – Spend and retained yield – Key question is does a destination use tourism or is it used by it? 40
  41. 41. I haven’t talked about certification. Why • Because it is the right thing to do • Cost reductions • Because it is expected • Referrals Marketing • Solar heating = cold showers • The visitor should be able to see it and experience it • Enhance the guests should have an enhanced experience 41
  42. 42. Partnerships and collaboration • The competition is other destinations • Co-operation is essential – Attractions – Activities – Operators – Accommodation and – the communities • But the choice of target market has real consequences for existing businesses …. 42
  43. 43. Take responsibility • to use tourism achieve sustainable development • sustainable development through tourism • the aspiration of Responsible Tourism is to use tourism rather than to be used by it. • Talk to your suppliers • Talk to politicians • Schools, parents, farmers … • Livelihood diversification 43
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