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Session1 01 Randy Durband keynote


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Presentation made at the Sustainable Tourism in Small Island Developing States conference, 23-24 November 2017, Seychelles. A partnership of the Seychelles Sustainable Tourism Foundation, IUCN WCPA Tourism and Protected Areas Specialist Group, University of Seychelles, Paris Tourism Sorbonne (IREST), and Global Sustainable Tourism Council

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Session1 01 Randy Durband keynote

  1. 1. A Global View of Sustainable Tourism Mr. Randy Durband CEO, GSTC Conference on ST in SIDS 23 November 2017
  2. 2. What is the GSTC? Founding Organizations: The leading global authority in setting and managing standards for sustainable travel & tourism 12 th Asia Pacific Roundtable f Call for Action – “Acting 14 July 2 Apsara Angko http://www.aprs CONCE 1. 12 th APRSCP: Call for Action – “Acting Together f The 12 th Asia Pacific Roundtable for Sustainable Co Angkor Hotel in Siem Reap, Cambodia on 12 and 1 is organized by the Asia Pacific Roundtable on Susta Ministry of Environment, Kingdom of Cambodia, in (IISR). The 12 th APRSCP is supported by the United Regional Policy Support Component (RPSC) of the Asia Network Facility, the Network on Resource Ef Industrial Development Organization (UNIDO) and t 2. Theme
  3. 3. Sustainable Tourism – UNWTO/UNEP Definition “Tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities” Making Tourism More Sustainable - A Guide for Policy Makers, UNEP and UNWTO, 2005 Also in 2005, UNWTO and UNEP published “The 12 Aims of Sustainable Tourism” Next came the GSTC in 2007…
  4. 4. Each set of Criteria include these 4 pillars: Social & Economic Cultural Environmental Sustainability Management GSTC Criteria 2 - Criteria for Destinations (Nov 2013) 1- Criteria for Industry (Hotels & Tour Operators) (2008, revised 2012, revised December 2016 with the new name of “Industry”) To date, two sets of GSTC Criteria have been developed:
  5. 5. Maximize the Benefits – Minimize the Negatives A: Demonstrate sustainable destination management B: Maximize economic benefits to the host community and minimize negative impacts C: Maximize benefits to communities, visitors, and culture; minimize negative impacts D. Maximize benefits to the environment and minimize negative impacts
  6. 6. The Role of Standards ➢ Basis for certification ➢ For training, education, awareness ➢ Guidelines for legal and regulatory codes ➢ Measurement & Evaluation ➢ Market Access clarity
  7. 7. ➢Uneven development and awareness ➢Private Sector moving too slowly ➢Public Sector resources are mostly for promotion and little for development and management ➢Measurement is on the rise A Global View of Sustainable Tourism
  8. 8. Measurement Priorities Moving beyond merely counting the number of arrivals requires resources, which requires priorities GHG emissions from travel and tourism activities For destinations, key measures include ➢ average length of stay ➢ average spend per visitor
  9. 9. Global Tourism Emissions in 2005: CO2 Only Sub-Sectors CO2 (Mt) Air transport * 515 40% Car transport 420 32% Other transport 45 3% Accommodation 274 21% Activities 48 4% TOTAL 1,307 Total World (IPCC 2007) 26,400 Tourism Contribution 5% Transportation of Tourists = 75% of Sector Emissions * - does not include non-CO2 emissions and impact on climate Source: UNWTO-UNEP-WMO 2008
  10. 10. Voices of Protest Excerpt from a statement the by UK group “Plane Stupid” in 2015 in opposition to adding a new runway to London’s Heathrow Airport: The demand for airport expansion is being driven by rich frequent flyers. Last year, less than half of people in Britain flew. Of those who did, a mere 15% of flyers took 70% of our flights. As well as noise and air pollution, poor people are paying the price in droughts, flooding and storms so that the rich can cook the planet with frequent leisure flights.
  11. 11. ➢Uneven development and awareness ➢Private Sector moving too slowly ➢Public Sector resources are mostly for promotion and little for development and management ➢Measurement is on the rise ➢Marketing for sustainability A Global View of Sustainable Tourism
  12. 12. Market Research on selling green A 2011 study of Chinese and American consumers’ attitudes and behavior toward green products (all product types, not focused on travel/tourism): The study divided populations into 3 categories: Super Greens – motivated to purchase green Middle Greens – concerned about green issues but not super motivated in their purchasing Green Rejecters
  13. 13. The Mass in the Middle China:  48% Super Greens  50% Middle Greens  2% Green Rejecters In all source markets, there are large groups of “Middle Greens” USA:  16% Super Greens  66% Middle Greens  18% Green Rejecters
  14. 14. How to reach the Middle Greens What NOT to do: Sell green for the sake of green Instead: ➢ Sell experience first, and talk about green/sustainable in secondary messaging ➢ Avoid green stereotypes; focus on personal benefits of your product and service ➢ Sell enjoyment over altruism! ➢ Overcome the perception that green means lack of comfort
  15. 15. Sell “what’s in it for me” (the traveler) ➢Authenticity: unspoiled, not commercialized Destination messaging (including SIDS) ➢ Exceptional and unique ➢ Experience and participation
  16. 16. Product messaging Selling with the words sustainable, green, etc. have not succeeded. Mixed success with ecotourism and eco-lodges. Make the message appealing, not a list of facts: “…a menu advertising ‘sustainable food’ isn’t as likely to be as appealing as one offering ‘locally sourced, fresh, authentic food’” -- Dr. Xavier Font, Surrey University, UK
  17. 17. Paper towels in Korea with the FSC logo Eco-labeling is on the rise in some sectors Novotel amenities Rainforest Alliance fair trade coffee at McDonalds
  18. 18. X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X Certifying Bodies Standards-Setting Code for Sustainability in all sectors Accreditation Bodies
  19. 19. To demonstratetheir commitment to social and environmental good practice, weexpect our own hotelsand our hotel partners to implement crediblesustainability certifica tions. Our ambition isto increasethenumber of hotelsachievingcertifica tion so that by 2020 we can takemorethan 10 million customersto hotelswith crediblecertifica tions up from 5.6 million in 2015. GSTCisaglobal initiativededicated to promotingsustainable tourism practicesaround theworld. At thecore of their efforts aretheGlobal SustainableTourism Criteria, aset of voluntary principlescoveringall aspectsof sustainability – environmental, social and economic– that provideaframeworkfor assessing thesustainability of tourismbusinesses. TUI focuseson certifica tionsthat arealigned with theGlobal SustainableTourism riteria. urrently 25 standardshave achieved GSTCrecognition or approval, includingTravelife, Earthcheck, Green Key and Green Globe. We arestrongadvocatesof theTravelifesustainability certific a tion scheme.TUI isTravelife’slargest supporter, with morethan 450 certified ho telsfeatured in our product offering in 2015. Weplay an activeroleon theTravelife Board and SteeringCommitteeand helped to develop new, stricter criteria launched in June2014.Thenewcriteriaadhereto international standards(includingGST and EU Ecolabel) and cover areas such asreducingwaste, useof water, energy and harmful chemicals, supportinglocal communitiesand protecting employees,wildlife and human rights. sustainability certifica tions 50 of our hotels(representingnearly 5. million customers) weresubscribed or certifie d t oTravelifeor awarded aGST certific a tion in 2015.
  20. 20. Royal Caribbean & WWF Set Sustainability Goals Sustainable Seafood Target Responsibly source 90 percent of its wild- caught seafood by volume from MSC certified sustainable fisheries by 2020 Global Tour Operations Target By the end of 2019, all “sustainable tours” offered by RCL will be provided by GSTC certified operators
  21. 21. The Role of Certification ➢ Verify the validity of claims and fighting false claims (“greenwashing”) ➢ Risk management mitigation ➢ Provides discipline for improvement ➢ Market access function
  22. 22. Thank you for your attention and commitment to sustainability!