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Sustainable Tourism<br />Kingsmill Resort & Spa |Williamsburg, VA | June 9, 2011<br />Bruno Maia/Naturezafotos.org<br />Br...
What is sustainable tourism?<br />
What is sustainable tourism?<br />
The tourism industry has trouble defining it…<br />Green Tourism<br />Ecotourism<br />Geotourism<br />Authentic Travel<br ...
Sustainability is vital to the life of the tourism industry.<br />Sustainability principles refer to the environmental, ec...
Every day, tourismplays a larger role in our world.<br />
Tourism in Iceland<br />Current Arrivals:                     1.1 million<br />2021 Arrivals:                          1.6...
Tourism in Iceland<br />Current Direct Impact:          ISK250 bn<br />2021 Direct Impact:               ISK350 bn<br />
Tourism in Iceland<br />Source: Elías Bj. Gíslason<br />
Sustainable Tourism has the power to create change on a global scale.<br /><ul><li>Preserve destinations for generations t...
Safeguard our cultural and environmental heritage
Promote social equality
Energize new markets to travel to the destination
Revitalize local communities
Create jobs along the rich value chain
Keep tourism dollars within destinations
Help businesses reduce costs </li></ul>Bruno Maia/Naturezafotos.org<br />
… but there is hesitancy.<br /><ul><li>“It’s Just a Fad”
“Too Expensive”
“Too Complicated”
“Requires Sacrificing Quality”
“No Return on Investment”</li></li></ul><li>Consumers are ready.<br /><ul><li>66% in U.S.  believe their travel choices ma...
80% in Europe believe their travel choices make a difference
95% of business travelers think hotels should be “green”
44% consider the environment when making travel decisions
67% would change travel habits if they knew it made a difference</li></ul>*Sabre Holdings, 2010<br />**TUI<br />***Deloitt...
What do “sustainable travelers” look like?<br /><ul><li>Younger. Average age is 39. Non-green traveler is 44.
Educated. 48% have a college degree.
Wealthier. 13% higher income.
Spendy-er. $2,000 more on travel per year.
Tech Savvy. Book online and value technology.</li></ul>*Saber Holdings, 2010<br />** LOHAS<br />**TUI* <br />Bruno Maia/Na...
But what are they looking for?<br />Bruno Maia/Naturezafotos.org<br />
The things that you can probably guess…<br /><ul><li> Conservation of natural resources
 Protecting biodiversity
 Reduction of waste
 Minimizing effects on climate change</li></ul>Bruno Maia/Naturezafotos.org<br />
And some you didn’t know you knew...<br />Uniqueness<br />Quality<br />Participation<br />Authenticity<br />Bruno Maia/Nat...
Sustainable tourismmeasures success in different ways<br />Type of Travel<br />Number of Visitors<br />How much money is s...
With sustainable tourismWe all benefit.<br />Bruno Maia/Naturezafotos.org<br />Travelers<br />Businesses <br />Tourism Boa...
Geotourism<br />Tourism that sustains or enhances the geographical character of a place – its environment, culture, aesthe...
National Geographic and Travel Industry AssociationResearch of American Travelers:<br /><ul><li>Over one-half think its ha...
Three out of four don’t want their travel to harm the place they visit
74% seek “authentic”, “local,” and “distinct” experiences
55 – 65 million Americans can be considered “geotourists”
These travelers spend 75% more than other travelers on each trip.</li></li></ul><li>The Geotourism Process<br />Local Geot...
Completed<br />In Progress<br />Coming<br />Western Balkans<br />Southern Ethiopia<br />Eastern Tennessee<br />Douro Valle...
Geotourism MapGuides<br />
Geotourism Websites<br />
Geotourism Websites<br />
Geotourism Process<br />Think Beyond the Map<br />Engage Stewardship Council for next steps and<br />Ongoing strategy<br />
San Francisco<br />Rated one of the Top 10 green cities in the United States<br />by National Geographic’s Green Guide<br />
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Sustainable Tourism - Iceland Naturally Event | Williamsburg, VA | June 9, 2011

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Defining sustainable tourism and how its capacity as a brand amplifier and marketing platform are relevant to all tourism businesses and destinations - specifically Iceland. Examples from San Francisco, TUI, Fairmont Hotels, National Geographic, and the Global Sustainable Tourism Criteria

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Sustainable Tourism - Iceland Naturally Event | Williamsburg, VA | June 9, 2011

  1. 1. Sustainable Tourism<br />Kingsmill Resort & Spa |Williamsburg, VA | June 9, 2011<br />Bruno Maia/Naturezafotos.org<br />Bruno Maia/Naturezafotos.org<br />Bruno Maia/Naturezafotos.org<br />
  2. 2. What is sustainable tourism?<br />
  3. 3. What is sustainable tourism?<br />
  4. 4. The tourism industry has trouble defining it…<br />Green Tourism<br />Ecotourism<br />Geotourism<br />Authentic Travel<br />Cultural Tourism<br />Adventure Tourism<br />Community Tourism<br />Responsible Tourism<br />
  5. 5. Sustainability is vital to the life of the tourism industry.<br />Sustainability principles refer to the environmental, economic and socio-cultural aspects of tourism development. A suitable balance must be established between these three dimensions to guarantee its long-term sustainability. <br />UN World Tourism Organization<br />
  6. 6. Every day, tourismplays a larger role in our world.<br />
  7. 7.
  8. 8.
  9. 9. Tourism in Iceland<br />Current Arrivals: 1.1 million<br />2021 Arrivals: 1.6 million<br />
  10. 10. Tourism in Iceland<br />Current Direct Impact: ISK250 bn<br />2021 Direct Impact: ISK350 bn<br />
  11. 11. Tourism in Iceland<br />Source: Elías Bj. Gíslason<br />
  12. 12. Sustainable Tourism has the power to create change on a global scale.<br /><ul><li>Preserve destinations for generations to come
  13. 13. Safeguard our cultural and environmental heritage
  14. 14. Promote social equality
  15. 15. Energize new markets to travel to the destination
  16. 16. Revitalize local communities
  17. 17. Create jobs along the rich value chain
  18. 18. Keep tourism dollars within destinations
  19. 19. Help businesses reduce costs </li></ul>Bruno Maia/Naturezafotos.org<br />
  20. 20. … but there is hesitancy.<br /><ul><li>“It’s Just a Fad”
  21. 21. “Too Expensive”
  22. 22. “Too Complicated”
  23. 23. “Requires Sacrificing Quality”
  24. 24. “No Return on Investment”</li></li></ul><li>Consumers are ready.<br /><ul><li>66% in U.S. believe their travel choices make a difference
  25. 25. 80% in Europe believe their travel choices make a difference
  26. 26. 95% of business travelers think hotels should be “green”
  27. 27. 44% consider the environment when making travel decisions
  28. 28. 67% would change travel habits if they knew it made a difference</li></ul>*Sabre Holdings, 2010<br />**TUI<br />***Deloitte<br />Bruno Maia/Naturezafotos.org<br />
  29. 29. What do “sustainable travelers” look like?<br /><ul><li>Younger. Average age is 39. Non-green traveler is 44.
  30. 30. Educated. 48% have a college degree.
  31. 31. Wealthier. 13% higher income.
  32. 32. Spendy-er. $2,000 more on travel per year.
  33. 33. Tech Savvy. Book online and value technology.</li></ul>*Saber Holdings, 2010<br />** LOHAS<br />**TUI* <br />Bruno Maia/Naturezafotos.org<br />
  34. 34. But what are they looking for?<br />Bruno Maia/Naturezafotos.org<br />
  35. 35. The things that you can probably guess…<br /><ul><li> Conservation of natural resources
  36. 36. Protecting biodiversity
  37. 37. Reduction of waste
  38. 38. Minimizing effects on climate change</li></ul>Bruno Maia/Naturezafotos.org<br />
  39. 39. And some you didn’t know you knew...<br />Uniqueness<br />Quality<br />Participation<br />Authenticity<br />Bruno Maia/Naturezafotos.org<br />Bruno Maia/Naturezafotos.org<br />
  40. 40.
  41. 41.
  42. 42.
  43. 43.
  44. 44. Sustainable tourismmeasures success in different ways<br />Type of Travel<br />Number of Visitors<br />How much money is spent<br />Quality of Travel<br />Length of Stay<br />Where the<br />money is spent<br />
  45. 45. With sustainable tourismWe all benefit.<br />Bruno Maia/Naturezafotos.org<br />Travelers<br />Businesses <br />Tourism Boards<br />Governments<br />Residents <br />
  46. 46. Geotourism<br />Tourism that sustains or enhances the geographical character of a place – its environment, culture, aesthetics, heritage, and the well-being of its residents<br />SUSTAINABLE<br />TOURISM<br />A way to travel sustainably<br />A way to engage residents in tourism<br />GEOTOURISM<br />A way to market sustainable travel<br />
  47. 47. National Geographic and Travel Industry AssociationResearch of American Travelers:<br /><ul><li>Over one-half think its harder to find unspoiled places than it used to be
  48. 48. Three out of four don’t want their travel to harm the place they visit
  49. 49. 74% seek “authentic”, “local,” and “distinct” experiences
  50. 50. 55 – 65 million Americans can be considered “geotourists”
  51. 51. These travelers spend 75% more than other travelers on each trip.</li></li></ul><li>The Geotourism Process<br />Local Geotourism Council<br />Local Public Forums<br />Local Nominations<br />National Geographic Review & Editing<br />Geotourism<br />Mapguide<br />
  52. 52. Completed<br />In Progress<br />Coming<br />Western Balkans<br />Southern Ethiopia<br />Eastern Tennessee<br />Douro Valley, Portugal<br />Eastern Newfoundland<br />Sonora Desert<br />Lakes to Locks<br />NE Vermont<br />Vilcanota Valley<br />Yellowstone<br />Baja California<br />Central Cascades <br />Redwood Coast<br />Sierra Nevada<br />Four Corners<br />Guatemala<br />Montreal<br />Crown of the Continent<br />West Virginia<br />Island of Hawai’I<br />Crete/Athens<br />Shenandoah<br />Bahamas<br />Namibia<br />
  53. 53. Geotourism MapGuides<br />
  54. 54.
  55. 55.
  56. 56. Geotourism Websites<br />
  57. 57. Geotourism Websites<br />
  58. 58. Geotourism Process<br />Think Beyond the Map<br />Engage Stewardship Council for next steps and<br />Ongoing strategy<br />
  59. 59. San Francisco<br />Rated one of the Top 10 green cities in the United States<br />by National Geographic’s Green Guide<br />
  60. 60. Cultural Heritage Preservation<br />Advocating for Green Travel<br />Green Business Program<br />Innovative Public Transit<br />Minimize Solid Waste<br />Energy Conscious<br />Green Meeting Spaces <br />Local Food Movement<br />
  61. 61.
  62. 62.
  63. 63.
  64. 64. Key Destination Activities<br />Sustainable Tourism Planning<br />Destination Marketing for Sustainable Businesses<br />Promotion of Sustainable Resources & Activities<br />Training and Services<br />Certification Programs<br />
  65. 65.
  66. 66.
  67. 67. TUI Travel<br />“Sustainability is still not a major deciding factor for most people when they choose a holiday…<br />“… but it is in the interests of our destinations and the environment that it becomes a strong influence factor.”<br />
  68. 68. TUI Travel <br />Acommitment to communicating theimportance of sustainability<br />Encouragement ofnew practices<br />Rewardingefforts<br />
  69. 69. TUI Travel <br />6% cut in carbon emissions by 2014<br />94% are engaging with social or environmental projects issues or organizations<br />77% of businesses are engaging their partners on environmental issues<br />92% of businesses have put in place sustainability management plans<br />
  70. 70. Introducing the Global Sustainable Tourism Criteria<br />A set of common guidelines created with the input of experts, groups and companies from around the planet, defining sustainable tourism in a way that is actionable, measurable and credible. Setting a minimum standard of sustainability for tourism businesses across the globe.<br />
  71. 71. Fairmont Green Partnership Program<br />First chain-wide environmental program<br />Unique location of hotels<br />
  72. 72. Fairmont Green Partnership Program<br />Waste Management<br />Energy<br />Conservation<br />Water<br />Conservation<br />Community<br />Partnerships<br />
  73. 73. Fairmont Green Partnership Program<br />Fairmont Royal York<br />Reduced water intake by 476,000 liters/day<br />Received award from City of Toronto for $50,000<br />Exceptional public relations<br />Fairmont Vancouver<br />Reduced carbon emissions by 7800 tons<br />Saved $700,000<br />Exceptional public relations<br />
  74. 74. Sustainable Hotel Certification<br />Provide Information to Improve Sustainability<br />Verify claims to consumers<br />Help market businesses and attract new customers<br />Cumulative benefit for destination brand<br />
  75. 75. Hundreds of organizations are doingthe right thing. But each in different ways. <br />
  76. 76. Introducing the Global Sustainable Tourism CriteriaA truly global initiative.<br />
  77. 77. What are the Criteria?<br /><ul><li>37 criteria organized in 4 pillars of best practice:</li></ul>Sustainability Management<br />Social & Economic<br />Cultural<br />Environmental<br /><ul><li>Minimum that any business should meet in order to consider themselves sustainable</li></li></ul><li>GSTC Criteria: Global input.Global standard.<br />Establishment of GSTC Criteria:<br /><ul><li>Outreach to 80,000 constituencies
  78. 78. 2,000experts
  79. 79. 18-month process
  80. 80. 5rounds
  81. 81. 4,500 existing criteria analyzed
  82. 82. 91% approval for any criterion
  83. 83. ISEAL compliant</li></li></ul><li>What do the Criteria do?<br /><ul><li>A universal language defining a minimum standard for sustainability
  84. 84. A roadmap for businesses and destinations
  85. 85. A guideline for establishing certification
  86. 86. A way to build confidence for travelers
  87. 87. The next big thing</li></li></ul><li>The Criteria Today<br />Certification Programs: baseline standards<br />Hotels: training programs and strategies<br />Destinations: legislation and marketing<br />Travelers: identification of best practices<br />
  88. 88. The Global Sustainable Tourism Criteria<br />www.gstcouncil.org<br />
  89. 89. The journey may be long.But it’s worth it.<br />Sustainability will not happen all at once.<br />But, every little bit counts – for you and the traveler.<br />
  90. 90. Shared Rewards.<br />Shared Responsibilities.<br />David Brown<br />Solimar International<br />d.brown@solimarinternational.com<br />(202) 518-6192<br />

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