2 luigi cabrini. summer school. final vitoria june 2015

1. PM4SD European Summer School
“Leadership and Governance for Sustainable Tourism”
Vitoria-Gasteiz, Spain, 30 June-3 July
"Travel Forever – The role of the Global Sustainable
Tourism Council (GSTC)"
Luigi Cabrini, Chair of the Board of Directors, Global Sustainable
Toursim Council (GSTC) and
Advosor of the Secretary-General, World Tourism Organization
(UNWTO)

2. Contents
◘ Current situation and forecast
◘ Challenges and opportunities
◘ The Global Sustainable Tourism Council

3. 0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
1950 1960 1970 1980 1990 1995 2000 2005 2010 2030
million
Middle East
Africa
Asia and the Pacific
Americas
Europe
1995: 528
2014: 1135 mn
2030: 1.8 bn
1950: 25
Receipts 2014: US$ 1245 billions
Source: World Tourism Organization
Current situation and forecast

4. Tourism in the world: Impacts

5. 1. Tourism is a powerful tool for social and economic
development and poverty reduction - creation of
jobs and enterprises, infrastructure development
and export revenues
2. It is essential to continue creating and raising
awareness and to mainstream tourism in the
political agenda in order to tap into this potential
3. Sustainability (social, economic and environment)
is more critical than ever
 Addressing issues such as use of resources and
waste, energy dependency, climate change
adaptation and mitigation, green economy,
congestion management and risk management
Five key areas that mark the future

6. 4. Enhance competitiveness by shaping an
adequate business environment
 Innovation, diversification of products, markets
and segments, product development, ICT and
technology, marketing and promotion, research,
evaluation, human resources development, quality,
etc.
5. Keep track of the changing consumer:
 More experienced and demanding, demographic
change (ageing, migration and diversification of
family structure), changing values and lifestyles,
from service economy to experience economy,
etc.
Five key areas that mark the future

7. Contents
◘ Current situation and forecast
◘ Challenges and opportunities
◘ The Global Sustainable Tourism Council

8. 1billiontourists.unwto.org
One Billion Tourists One Billion Opportunities

9. Expressed simply, sustainable tourism can be defined as:
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
Sustainable tourism
development
guidelines and
management practices
are applicable to all
forms of tourism in all
types of destinations,
including mass tourism
and the various niche
tourism segments
Sustainability principles
refer to the
environmental,
economic, and socio-
cultural aspects of
tourism development,
and a suitable balance
must be established
between these three
dimensions to
guarantee its long-term
sustainability
Sustainable Tourism: key concepts

10. Int. Year of Ecotourism and Quebec Declaration on Ecotourism
Global Code of Ethics for Tourism
Davos Process on Climate Change and Tourism
MDG Summit: Millennium Development Goals
Green Economy and Tourism
Global Sustainable Tourism Council
UNCSD (Rio+20)
Sustainable Tourism - Eliminating Poverty (ST – EP)
World Summit on Sustainable Development in Johannesburg
Earth Summit in Rio, Agenda 21 and the UN Commission on Sustainable Development
1992 1999 2000 2002 2002 2005 2007 20112010 20121995
World Conference on Sustainable Tourism
2014
10YFP
Tourism: From Rio 92 to Rio+20

11. Green tourism has the potential to create new jobs
Investing in greening of tourism can reduce costs
Tourists are demanding the greening of tourism
The private sector can, and must be mobilized to support green tourism
The development of tourism is accompanied by significant challenges:
Energy and
GHG
emissions
Water
consumption
Waste
management
Loss of
biological
diversity
Effective
management
of cultural
heritage
Tourism in the Green Economy - Key Messages

12. Green Scenario Business-as-usual (BAU) Scenario
• Higher level of investments
• Change in energy and
enviromental policies
• Allocates 0.2% of global GDP
per year
• Increased levels of investment
• Not change in energy and
enviromental policies
• Investment 2% GDP according to
existing patterns without targeting
44%
52%
18%
Direct Employment 544 million580 million
• Favours a more conventional use of
resouces and fossil fuels
• Resourse efficiency and low
carbon development
Energy consumption growth
Green House Emissions
Water Consumption
Solid Waste Disposal
154%
131%
152%
251%
Green Scenario vs. BAU Scenario 2010-2050

13. We emphasize that well designed and managed tourism can make a significant
contribution to the three dimensions of sustainable development, has close linkages to
other sectors, and can create decent jobs and generate trade opportunities.
We recognize the need to support sustainable tourism activities…..
We call for enhanced support for sustainable tourism activities and relevant capacity
building in developing countries…..
We encourage the promotion of investment in sustainable tourism…
We underline the importance of establishing appropriate guidelines and regulations in
accordance with national priorities and legislation for promoting and supporting
sustainable tourism.
Sustainable Tourism (par. 130-131)
The Future We Want: final document adopted at Rio+20

14. Contents
◘ Current situation and forecast
◘ Challenges and opportunities
◘ The Global Sustainable Tourism Council

15. www.gstcouncil.org

16. Global Sustainable Tourism Council (GSTC)

17. i. Fostering increased knowledge and understanding of sustainable
tourism practices
ii. Promoting the adoption of universal sustainable tourism principles
and
iii. Building demand for sustainable travel
The Council was created in 2010 with the mission of promoting sustainability in
tourism by:
Registered as a not-for-profit organization
What is the Global Sustainable Tourism Council (GSTC)?

18. Some Members

19. GSTC Member Benefits
Influence to promote positive change in the world and promote
organizational support to sustainable tourism
Access to services and opportunities to offer more sustainable tourism
products
Participate in decision-making processes
Have the opportunity to establish high-level networking
Access to educational resources and marketing benefits
Annual contribution:
From 100 up to 3.500 US$
Sponsorship: 10.000 US$
Categories:
 Individual membership
 For-profit organizations
 Not-for-profit organizations
 Destinations

20.  Set of common guidelines
 Created with inputs from experts and companies around the world
 Result of a public consultation process and efforts of organizations,
interest groups and individuals, comparing certification programs
available
 Define sustainable tourism in a measurable and credible way
 Establish a minimum standard of sustainability for tourism businesses
worldwide
 Suitable for developed and developing countries
 For large and small businesses
 For urban, rural and natural areas
 Taking into consideration local and indigenous communities
Global Sustainable Tourism Criteria

21. 41 Criteria in 4 pillars
Global Sustainable Tourism Criteria
Social &
Economic Cultural Environmental
Sustainability
Management
Criteria for Destinations (Nov 2013)
Criteria for Hotels and Tour Operators (2008, rev.2012)
To date, two sets of GSTC Criteria have been developed:

22. Of public domain... In different languages

23. A3 - All personnel receive periodic
guidance and training regarding their
roles and responsibilities with respect
to environmental, social, cultural,
economic, quality, health and safety
issues.
IN-A3.a.- All staff has awareness of
their roles and responsibilities with
respect to environmental, social,
cultural, economic, quality, health
and safety issues.
IN-A3.b.- Staff have locally required
licences/certification relevant to their
duties (e.g. sewage treatment plant
operator).
A4 - Customer satisfaction,
including sustainability aspects, is
measured and corrective action
taken.
IN-A4.a.- A complaint system is in
place which records customer
complaints and corrective actions.
SECTION A: Demonstrate sustainable destination management
CRITERIA INDICATORS
Examples of criteria for Hotels and Tour operators
Indicators

24. B2 - Local residents are given
equal opportunity for employment
including in management positions.
All employees are equally offered
regular training, experience and
opportunities for advancement.
IN-B2.a.- Local residents are
employed, including in management
positions. Training and career
opportunities are offered to local
residents.
B3 - Local services and goods are
purchased and offered by the
organization, following fair-trade
principles.
IN-B3.a.- Purchases are mostly from
local providers and/or fair trade.
Services offered involve local
businesses to the greatest extent
possible.
SECTION B: Maximize social and economic benefits to the local community and
minimize negative impacts
CRITERIA INDICATORS
Examples of criteria for Hotels and Tour operators
Indicators

25. C3 - Visitor behavior
The destination has published and
provided guidelines for proper visitor
behavior at sensitive sites. Such
guidelines are designed to minimize
adverse impacts on sensitive sites
and strengthen positive visitor
behaviors.
C4 - Cultural heritage protection.
The destination has laws governing
the proper sale, trade, display, or
gifting of historical and
archaeological artefacts.
IN-C3.a.- Cultural and environmental
guidelines for visitor behaviour in
sensitive sites.
IN-C3.b.- Code of practice for tour
guides and tour operators.
IN-C4.a.- Laws or regulations to
protect historical and archaeological
artefacts including those located
under water, and evidence of their
enforcement
IN-C4.b.- Program to protect and
celebrate intangible cultural heritage
(e.g., includes song, music, drama,
skills and crafts)
SECTION C: Maximize benefits to communities, visitors, and culture; minimize
negative impacts
CRITERIA INDICATORS
Examples of criteria for Destinations
Indicators

26. Examples of criteria for Destinations
Indicators
D3 - Wildlife protection
The destination has a system to
ensure compliance with local,
national, and international laws and
standards for the harvest or capture,
display, and sale of wildlife (including
plants and animals).
D4- Greenhouse gas emissions
The destination has a system to
encourage enterprises to measure,
monitor, minimize, publicly report, and
mitigate their greenhouse gas
emissions from all aspects of their
operation (including emissions from
service providers).
IN-D3.a.- Convention on International
Trade in Endangered Species of Wild
Fauna and Flora (CITES)
IN-D3.b.- Regulations and standards
for controlling harvesting or capture,
display, sale, of plants and animals
IN-D4.a.- Program to assist
enterprises to measure, monitor,
minimize, and publicly report
greenhouse gas emissions
IN-D4.b.- System to assist
enterprises to mitigate greenhouse
gas emissions
SECTION D: Maximize benefits to the environment and minimize negative
impacts
CRITERIA INDICATORS

27. Destinations criteria adopted as a model for
sustainability national standards
India 2014
Ecuador 2015
Active dialogue with several countries
GSTC Criteria at the national level

28. Work Areas
Destinations
Education and training
International standards
Market access
Communication
Areas

29. GSTC chose destinations worldwide following a selection process
Destinations were selected for their positive impact on the environment,
for their economic and social benefits on communities and training of
visitors and residents
They were tested and were provided information on the destinations
criteria
The early adoption of sustainable tourism criteria and indicators offered
to destinations:
 Improvement in decision making
 Better capacity to assess the progress achieved in the
sustainable development of tourism
“Early Adopters” Program 2012-2013

30. Fjord, Norway
Okavango Delta,
Botswana
Mont Huangshan,
China
Lanzarote, Canary
Islands, Spain
Teton County,
Wyoming, USA
St. Kitts and Nevis Samoa
“Early Adopters” Program

31. “Early Adopters” Program
Machu Picchu,
Peru
South Sardinia,
Italy
Lakes District,
Chile
Mara Naboisho
Conservancy,
Kenya
Sierra Gorda,
Mexico
Riviera Maya,
Mexico
St.Croix, Virgin
Islands, USA

32. Destinations Program: Evaluation
What: from 3 (“snapshot assessment”) up to 10 days evaluation relating to
GSTC criteria and indicators
Why:
 Review and evaluation of destination policies, practices, programs,
facilities and management
 Identification of examples of good practices
 Identify risks and areas that can be improved
 Validation of the results of the evaluation
 Recommendations to improve
As a result of the evaluation, destinations know where they are, where to
go and have the basis of a plan to get there

33. 0 (Red) = no documentation or evidence of the application
1 (Pink) = documentation existing (e.g. policies, systems)
2 (Yellow) = documentation and evidence exist to verify the application (e.g. management and monitoring
systems, etc.)
3 (Green ) = there is evidence of documentation and application, and the destination is showing improvement
Review of results
GSTC sections A
Destinations
Management
B
Social and
Economic
Benefits
C
Cultural
Heritage
D
Environment Nº total de
indicadores (%)
Total indicators marked
in Red
20 11 2 9 42 indicators
(40%)
Total indicators marked
in Pink
4 3 5 5 17 indicators
(16%)
Total indicators marked
in Yellow
12 7 6 10 35 indicators
(33%)
Total indicators marked
in Green
7 0 0 4 11 indicators
(11%)
Total indicators marked
in Grey
0 0 0 0 0 indicators
(0%)
Total Indicators 43 21 13 28 105 indicators
(100%)
Examples of destination evaluation

34. Examples of destination evaluation

35. Destinations Program: Training
As a result of the training, participants will know
what a sustainable destination does and how criteria
and indicators can be used as a guide to improve
management
What: 2-3 days training
Why:
 Complete self-assessment and get a good understanding of the
criteria and indicators in a particular context
 Learn how the criteria and indicators are applied through practical
global examples
 Work in small groups and learn how to use the indicators to better
plan and manage tourism at destinations

36.  GSTC is not a certification program. It rather “certifies the certifiers”
 Assurance to travelers and travel professionals that hotels, tour operators and
destinations are certified by reputable organizations with rigorous certification
requirements
 The GSTC Accreditation Panel provides an impartial and independent voice for
the GSTC Process and operates independently from the GSTC Board and
Executive Staff
 23 Recognized Standards and 1 Approved Standard (Biosphere)
 GSTC provides 3 levels of accreditation for
Certification bodies:
GSTC Accreditation Program

37. Recognized
• Sustainable tourism standards
reviewed by technical experts and the
GSTC Accreditation WG
• Comparable with GSTC criteria
• Managed by the standard owner
complying with GSTC requirements
Approved
• Certification program using the
standards of the Recognition program
• Follow the processes and procedures
reviewed and approved by the GSTC
• Less requiremenst than for the
Accreditation
Who can apply?
Entities that have developed or are
owners of the rights of a standard of
sustainable tourism
Certification programs using a
“Recognized” standard
Benefits
• Appear in the GSTC directory
• Promotion with key partners
• Be mentioned in presentations and publications
• Promotion on the GSTC website and other communications tools
• Approved: Can use the seal with the license agreement

38. 1. Austrian Ecolabel for Tourism (Österreichisches Umweltzeichen)
2. Biosphere Responsible Tourism – España/ – Recognized and Approved
3. Certification for Sustainable Tourism (CST) for Hotels – Costa Rica
4. EarthCheck Company Standard – Australia
5. Eco-Certification – Malta
6. Ecotourism Australia's ecotourism standard & advanced ecotourism standard
7. Ecotourism Ireland - Certification Programme
8. European Ecotourism Labeling Standard (EETLS)
9. Fair Trade in Tourism (FTT) – Sudáfrica
10. Green Globe Certification – EEUU
11. Great Green Deal
12. Green Star Hotel (Egypt)
13. Hoteles+ Verdes Asociación de Hoteles de Turismo de Argentina (AHT)
14. Japan Ecolodge Association
15. Ministerio de Turismo de Ecuador
16. Qualmark, New Zealand
17. Rainforest Alliance
18. Sistema de Distinción en Turismo Sustentable (SERNATUR) – Chile
19. Sustainable Tourism Eco-Certification Program (STEP) – EEUU
20. TourCert (CRS Tourism)
21. Travelife Standard for Hotels and Accommodations - UK/The Netherlands
22. Travelife Standard for Tour Operators and Travel Agents - Reino Unido / Países Bajos
23. Zeitz Foundation
23 Recognized Standards

39.  1 in 2 consumers would be willing to book sustainable
holidays if available (TUI Group, World Research
2010)
 79% of travelers gives importance to the
application of environmentally friendly
practices in hotels (online survey Index in
December 2012-January 2013,
participants from 26 countries)
 59% of respondents stated that a
green rating would have an
influence on the choice of hotels
(Travelocity survey to their online
customers)
Increase in the demand of sustainable tourism products

40. In the coming weeks and months, GSTC will contact the following
online travel agents and offer this list of eco-certified hotels...
GSTC is working to bring eco-certified hotels to millions of
customers ready to book them! Join us!
Next step, ¡¡Access!!

41. • Increase the number of members
• Boost and diversify financial resources
• Expand the Destination Partner Program
• Global “Train the Trainer” Courses
• New Trade Associations Partnerships
• Certification Bodies “Accredited”
• Criteria development for all Sectors of the Travel and Tourism Industry
GSTC Future Plans

42. Thank you!