ESTC 2011 Presentation by Glenn Jampol, Cámara Nacional de Ecoturismo (CANAECO)

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Ecotourism and Sustainable Tourism Conference (ESTC) (http://www.ecotourismconference.org/) presentation by Glenn Jampol, President, Cámara Nacional de Ecoturismo (CANAECO), Costa Rica, presented in September 2011. Organized by The International Ecotourism Society (http://www.ecotourism.org), the ESTC is a unique annual conference providing practical solutions to advance sustainability goals for the tourism industry.

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ESTC 2011 Presentation by Glenn Jampol, Cámara Nacional de Ecoturismo (CANAECO)

  1. 1. This presentation was presented at the Ecotourism and Sustainable Tourism Conference 2011 (ESTC 2011), held in Hilton Head Island, South Carolina, USA, from September 19th-21st. Organized by The International Ecotourism Society (TIES), the ESTC is a unique annual conference providing practical solutions to advance sustainability goals for the tourism industry.<br />Learn more about the ESTC: http://www.ecotourismconference.org<br />ESTC on Twitter: http://www.twitter.com/ESTC_Tourism<br />ESTC on Facebook: http://www.facebook.com/ESTC.Tourism<br />The International Ecotourism Society | web www.ecotourism.org email info@ecotourism.org | tel +1 202 506 5033<br />
  2. 2. The Phoenix of Ecotourism: Birth of Certified Sustainable Businesses<br />Does Certified Sustainability <br />Create Value For Business?<br />ESTC; SEPTEMBER 19-21, 2011<br />
  3. 3. GREEN<br />ADVERTISING<br />
  4. 4. Origins of Branding and Certification<br />
  5. 5. BERKELEY<br />1960’S<br />“NATURAL FOODS”<br />FOOD “CO-OPS”<br />
  6. 6.
  7. 7. PERCEPTION: ECOTOURISM<br />Uncomfortable transportation, dubious hosts, <br />incompatible co-guests, blisters and recreational drugs<br />
  8. 8. Cold water showers, minimal energy, idiosyncratic guides, <br />uncomfortable lodgings, communal activities, insect bites…<br />
  9. 9. Expectations Versus Reality<br />
  10. 10. What Changed?<br /><ul><li> Evolution of the “hippies”, “Yippies” baby boomers and environmentalists
  11. 11. Baby boomers look for new ways to balance ethics and income opportunities
  12. 12. Agricultural (i.e. natural) business opportunities (wine, coffee, marijuana)
  13. 13. Movement away from the cities and to the country
  14. 14. Environmental health concerns; Ramifications of agro chemicals and its toxins
  15. 15. Public awareness of the danger of unregulated products
  16. 16. Safety and Hygiene coupled with experiential travel
  17. 17. Internet and technology aided the search for opportunities
  18. 18. Search for nature, cultural and adventure/sports destinations (NEO’s)
  19. 19. Feeling of a distancing between everyday life and nature
  20. 20. Guilt factor resulting in the patronization of responsible hotels (and destinations)
  21. 21. Green technology</li></ul>The Buzz!<br />
  22. 22. Fleeing From Uncontrolled Tourism<br />
  23. 23. Massive Tourism Often Brings Massive Destruction<br />
  24. 24. Large scale tourism without conservation and a consciousness of cultural and historical awareness breeds the annihilation of tradition and Sense of Place<br />~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~<br />
  25. 25. Should We Gamble on Sustainable Tourism…? <br />
  26. 26. IT IS NOT TOO LATE!<br />Sustainable Tourism is Good Business.<br />
  27. 27. SUSTAINABLE PRACTICES:<br />WhatisRequired?<br />
  28. 28. 1. Change in Attitude<br />
  29. 29.
  30. 30. 2. Change in Equipment and Installations<br />
  31. 31.
  32. 32.
  33. 33. 3. Make Operational Changes <br />Using Functional Designs<br />
  34. 34. OPEN: Please Honk<br />
  35. 35. 4. Look for Alternatives that will Reduce Impact and Costs While Increasing Income and a Responsible Image for the Company<br />Water from the hand sink is reused to fill the 1 gallon toilet tank<br />
  36. 36. Search For<br />Innovations<br />Water from the hand sink is recycled for use in the urinal<br />
  37. 37. RECYCLED MATERIALS- FAUCET OF .38 GPM <br />WITHOUT THE NEED FOR ELECTRICITY OR BATERIES<br />
  38. 38. Sustainable Paving, made with recycled plastic and glass: it filters contaminants, replenishes the aquifers, mitigates the “urban heat island”, protects against erosion, washing and displacement and it maintains its aesthetic.<br />
  39. 39. PHOTOVOLTAIC PANELS<br />INTEGRATED INTO THE ROOF<br />
  40. 40. CONDITIONS THAT ATTRACT VISITORS<br />Source: Tour Operator Survey, 2006<br />
  41. 41. The International Consumer Demand <br />for Sustainable Tourism<br />They want to learn about the product before they take their trip and while they are on it.<br />50-60% are interested in the social, cultural and environmental aspects of their destinations.<br />75%+ look for non exploited areas and do not want their trip to damage local ecosystems<br />67-90% wish to patronize hotels that are committed to the protection of the environment and to social responsibility.<br />
  42. 42. Essential Needs of the Tourist<br />Acceptable Price for the Value Offered<br /> Cultural-Environmental Consciousness<br />Quality of the <br />Experience<br />Access<br />Security- Hygiene<br />Courtesy- Ecobrasil- Ariane Janer<br />
  43. 43. Evolution Of Type Of Client In Costa Rica <br />Phase I: 1989-1995; <br /><ul><li> College graduate
  44. 44. Above average income
  45. 45. Audubon Society
  46. 46. Public Television and Radio supporter,
  47. 47. Environmentalist or patron of environmental causes
  48. 48. Sports/Adventure enthusiasts</li></ul>Phase II: 1996-2005; <br /><ul><li> Culturally sensitive travelers
  49. 49. Frequent Caribbean traveler seeking new exciting destinations
  50. 50. Escaping SARS and global danger zones
  51. 51. Honeymooners and maverick travelers from UK
  52. 52. Informed and frequent travelers looking for new and safe destinations</li></ul>Phase III: 2006- Present; <br /><ul><li> Students
  53. 53. Bored conventional traveler seeking new destinations
  54. 54. Escaping H1N1 virus and global danger zones,
  55. 55. Curious European (large % to the Caribbean zone)
  56. 56. Environmentally conscious looking for guilt free travel (global warming +)
  57. 57. Internet surfers finding CR due to technologically advanced marketing on the web</li></li></ul><li>Mainstream Versus Boutique <br />
  58. 58. The “Ecotourist” versus the “Mixed Use Tourist” <br />Comparison of two models: Brazil and Costa Rica<br />Visitation<br />Income per Visitor<br />$2.1 Billion<br />$ 4.3 Billion<br />Source: MobiIe Produçāo cultural e eventos<br />2008<br />
  59. 59.
  60. 60. Procedure<br />Certification for Sustainable Tourism, CST<br />
  61. 61. HOW TO EVALUATE THE CST<br />Water Consumption Energy<br />Products<br />Waste Management<br />Emissions and Waste<br />Green Areas<br />Protection of Nature<br />Natural Areas<br />Economic Benefits<br />Culture<br />Health<br />Education and Training <br />Communication<br />Participation<br />Rooms<br />Group Management<br />
  62. 62. <ul><li>Twelve Indicators
  63. 63. 81 Questions
  64. 64. Nine Indicators
  65. 65. 43 Questions</li></ul>Physical/Biological<br /> Implementation of Operational Services<br />Socio Economic<br />Client<br /><ul><li>Six Indicators
  66. 66. 24 Questions
  67. 67. Six Indicators
  68. 68. 34 Questions</li></li></ul><li>How is the CST Scored?<br />Category Points<br />Physical/Biological 95%<br />Client Services 93%<br />Education and Training 75%<br />Social Responsibility 45%<br /> The level is given based <br />on the lowest obtained score<br />Level<br />0 <20%<br />1 20-39<br />240-59<br />3 60-79<br />4 80-94<br />5 >94%<br />Every category has the same weight, 25%<br />
  69. 69. CRITICAL CONSIDERATIONS IN SUSTAINABLE TOURISM<br /><ul><li>SERVICE
  70. 70. EXTERNAL CLIENT
  71. 71. SOCIOECONOMIC CONCERNS
  72. 72. PHYSICAL/BIOLOGICAL CONCERNS</li></li></ul><li>Sustainability Becomes Good Business<br />
  73. 73. PHYSICAL/BIOLOGICAL MANAGEMENT<br />
  74. 74. INTEGRATION OF LANDSCAPING INTO THE HOTEL<br />
  75. 75. THE ATRIUM USES SKYLIGHTS TO INTEGRATE NATURE WITH THE INTERIOR DESIGN<br />
  76. 76. INTERPRETATIVE PATHS<br />
  77. 77. REFORESTATION<br />INCLUDING CHILDREN FROM THE LOCAL SCHOOLS IN ENVIRONMENTAL PROGRAMS USING REFORESTATION OF DEFORESTED AND AGRICULTURAL AREAS<br />
  78. 78. THE USE OF RECYCLED PLASTIC ROOF TILES<br />
  79. 79. Ionization Versus Chlorine<br />The ionization system sanitizes pool water. The charged ions neutralize algae and bacteria, even the most problematic such as Legionela. There are savings of up to $3000 per year over the buying and use of chlorine<br />
  80. 80. IONIZATION SYSTEM<br />
  81. 81. OPERATIONAL SERVICES & CLIENT MANAGEMENT<br />
  82. 82. SKYLIGHTS CAN BE USED TO ILLUMINATE THE PUBLIC AREAS<br />
  83. 83. SOLAR PANELS REDUCE THE COST OF HEATING WATER AND CAN BE USED AS AN AESTHETIC ELEMENT WHEN CORRECTLY LOCATED IN THE EXTERIOR AREAS<br />
  84. 84. MONITORING THE USE OF ENERGY<br />
  85. 85. UTILIZING THE SUN TO DRY LAUNDRY REDUCES THE FINANCIAL COSTS AND ENVIRONMENTAL DAMAGE THAT ELECTRIC OR GAS DRYERS CAN CAUSE<br />
  86. 86. THE ORGANIC GREENHOUSE PROVIDES VEGETABLES AND HERB CONDIMENTS FOR THE RESTAURANT OF THE HOTEL. THE GREENHOUSE SOIL IS PRODUCED THROUGH THE COMPOSTING USING WORM BEDS THAT DIGEST THE MIXED ORGANIC WASTE PRODUCED AT THE HOTEL (VERMICULTURE)<br />
  87. 87.
  88. 88. DRIP IRRIGATION SYSTEM - <br />SAVING WATER AND MINIMIZING <br />MAINTENANCE IN THE GREENHOUSE<br />
  89. 89. PRODUCTION OF BIO-GAS THROUGH THE FERMENTATION OF THE ORGANIC WASTE AND PIG MANURE AT LAPA RIOS ECO LODGE, OSA PENINSULA<br />
  90. 90. BIO-GAS DERIVED FROM THE ORGANIC WASTE UTILIZED IN THE EMPLOYEE’S KITCHEN<br />
  91. 91. EXTERNAL CLIENT<br />
  92. 92. CLIENT PARTICIPATION <br />Dear Guest: Thank you for helping us to conserve water, a precious resource.<br />As a sustainable hotel, we would like you to know that we change your sheets every other day.  If you would like your sheets changed every day, please place this notice on your pillow.<br /> <br />Estimado Huésped: El agua es un recurso natural que no es renovable. Somos un hotel sostenible y por lo tanto, si desea cambiar las sabanas cada dia, ponga esta tarjeta encima de la almohada.  <br /> <br />
  93. 93. INTERPRETATION<br />
  94. 94. EDUCATING THE CLIENT<br />-CERTIFICATION FOR SUSTAINABLE TOURISM– <br /> Finca Rosa Blanca and a number of other hotels in Costa Rica participate in the Certificate for Sustainable Tourism program. This short survey asks a number of questions regarding your perceptions and preferences regarding sustainability and the CST in hotels. More information on the CST can be found on the computer in the library or in a book found in the main living room<br />IV. Service to the Client (Educational materials, interpretive gardens, emergency plans, evacuation signs, inclusion in activities such as donations to community efforts, etc.)<br /> What issues are important to you regarding the sustainability of the hotel in which you stay? Check all that apply:<br /> Fair treatment of workers<br /> Relationship of hotel with its local community<br /> Drug and prostitution-free environment<br /> Environmentally responsible operations (use of energy, water, proper waste disposal)<br /> Environmentally sensitive grounds and landscaping<br /> Recycling program<br /> Guest participation (towel on the floor, in-hotel recycling, etc)<br /> Relationship with local protected areas<br /> Use of organic and environmentally sound food and other products (soaps, shampoos, etc)<br />(CONTINUED ON NEXT PAGE)<br /> <br />
  95. 95. EXPERIENCE AND LEARN FROM THE ENVIRONMENT<br />INSECTS AND OTHER THINGS<br />Costa Rica has 6% of all the species known to exist, and sometimes it seems like most of them are here at Rosa Blanca. Insects, ants, spiders and all kinds of small creatures are attracted by light, food and moisture. The tiny, black sugar ants are harmless and will find any unsealed food. To reduce the visits by our cohabitants, try to avoid leaving food and sweets around. Reducing the amount of lighting used will also help maintain a minimum of intrusion. We do not like to use pesticides or poisons on our farm, and by following common sense and these rules, we can continue to enjoy our organic environment.(Extract from the literature in every room of the hotel)<br />
  96. 96. SOCIAL INVOLVEMENT AND RESPONSIBILITY<br />
  97. 97. AGRO-ECOTOURISM: FINCA ROSA BLANCA<br />INTEGRATION OF THE ORGANIC COFFEE PRODUCTION WITH SUSTAINABLE TOURISM <br />
  98. 98. SOCIOECONOMIC MANAGEMENT<br />
  99. 99. COMMUNITY RELATIONS<br />We feel it is very important to be inexorably tied to the community in which we live. Therefore, we not only support the school in many educational endeavors, but we also participate in various fundraising activities throughout the year in Santa Bárbara de Heredia. Furthermore, we purchase the vast majority of our supplies from merchants located in the community to help “recycle” the earnings of our hotel business. <br />
  100. 100. COMPUTER CENTER AT THE BARRIO JESUS SCHOOL DONATED BY FINCA ROSA BLANCA. 5% OF THE PRICE OF EACH DINNER IS GIVEN TO THE SCHOOL TO CREATE NEW ENVIRONMENTAL AND EDUCATIONAL PROGRAMS<br />
  101. 101. IN COSTA RICA, SUSTAINABLE TOURISM COMBINES CULTURAL AND NATURE BASED EXPERIENCES<br />
  102. 102. ADDED VALUE:<br />ENCOURAGE THE CHILDREN’S FOLKLORIC DANCE TROUPES AND THE GOLDEN AGE RETIREES IN THE COMMUNITY TO ENTERTAIN AND EDUCATE THE HOTEL’S GUESTS<br />
  103. 103. TAKE ADVANTAGE OF ABUNDANT, RECYCLED AND LOCAL MATERIALS<br />ENDEMIC PLANTS<br />P<br />VOLCANIC STONE FROM THE AREA<br />RECYCLED PLASTIC <br />
  104. 104. Find a Niche;<br />Sustainability + <br />Creativity + <br />Personalization<br />=<br />ADDED VALUE<br />
  105. 105. TOOLS FOR SMALL BUSINESSES<br />How to Compete Against the Goliaths;<br />Gear the product toward a desirable experience<br />The client should leave feeling better than when they arrived<br />They want to know the owners/staff of the business <br /> Reposition the image over time<br /> Name the business to reflect the client’s expectations<br /> Create a sense of place<br /> Personalize the experience<br />
  106. 106. GLENNJAMPOL<br />PRESIDENT<br />THANK YOU! <br />www.FincaRosaBlanca.com<br />glenn@fincarosablanca.com<br />

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