On April 11th, 2012 in the Ted Rogers School of Hospitality & Tourism Management at Ryerson University, Toronto, Ontario, discussing Frontiers North's Corporate Social Responsibility efforts in the tourism and travel industry.

1. CSR & Tourism in
Canada's north

2. Lay of the land
• Products
• Core Values
• Corporate Social Responsibility
• Trends, what’s new

3. Frontiers North Adventures
• Expert-guided tours in Canada’s north since ’79.
• Hosting guests in Nunavut since 1988.
• Best access in the world to wild polar bears.
• One of 11 hand-picked for CTC’s initial launch of the
Signature Experiences Collection.
• 2011 Responsible Travel & Tourism Forum Leadership
Award

4. Mission statement
Frontiers North delivers quality nature adventures in a
sustainable and responsible manner, inspiring our guests
to become invested in Canada’s north.
We ensure our guests view and photograph the wildlife
of the north as well as experience history, culture and
customs of the people of the north.

21. More...

32. Adventurer Classic Photographers
Travellers Tourists
Self guided Expert Tour Guide Pro Photo Guide
Time- & Most time
White glove
cost-efficient with wildlife
Large-sized Medium-sized Small-sized
groups groups groups

33. Core values
• Above all we are hosts.
• Invested in the communities and
environments in which we operate.
• Passionate to share the resources that have
been made available to us.
• Our brand promise holds tremendous value
in long haul, high yield & luxury markets.

34. Ecotourism
• Based on nature
• Educational
• Sustainable management

35. Corporate Social
Responsibility
Framework from CBSR.ca:
I. Environmental Practices and Sustainability.
II. Workforce and Employee Practices.
III. Commitment to our Community.
IV.Educational Outreach.
V. Corporate Giving.

36. I. Environmental
Practices
• Utilize existing trail network.
• Proactively upgrade and maintain trail
networks.
• Upgrade Buggy fleet with custom-built
engines.
• Transition to battery-powered engine
heaters.

37. I. Environmental
Practices (con’t)
• Reclaim grey water to flush toilets, etc.
• Work with suppliers to reduce footprint.
• Manage against environmental impact
assessment.
• Prints brochures on FSC
certified 100% post-consumer fibre paper.

38. II. Workforce and
Employee Practices
• Staff participate in planning at FNA AGM.
• Profit sharing up to 10% of salaries.
• Code of Conduct and Workplace Respect
policies.
• Diverse Workplace:
- 12% Aboriginal.
- 6% visible minority.
- 44% women on management team.

39. III. Commitment to
Community
• $1.6M investment = ~ $4M economic
activity.
• Purchase policy favours local, Aboriginal
suppliers.
• Leakage - ~35 seasonal employee
• Employ local residents when possible.
• FNA goal to be world class.

40. IV. Educational
• Learning vacations?
• Best guides in Canada.
• Contemporary and traditional knowledge.
• Biological, environmental and social science.
• Strong relationship with Polar Bears
International.

41. IV. Educational (con’t)
Polar Bears International
• FNA provides $300K in support.
• Leadership Camps.
• Tundra Connections.
• Field Ambassador Program.
• Evening presentations by PBI Species
Experts.

42. V. Corporate Giving
• Total corporate giving to exceeds the
national standards of 1% of pre-tax profits
measured by the Canadian Business for
Social Responsibility.
• FNA 2011 corporate giving exceeds 6% of
pre-tax profits.

51. FNA manages guest experience at every step.
Frontiers North
Expert Guiding ✔
Flights ✔
Luggage handling ✔
Transports ✔
Accommodation ✔
Meals ✔
Culture ✔
Tundra Buggy ✔®

52. Differentiation.
Locking your gaze with a wild creature is just one part
of a totally immersive and all-encompassing experience.
For Frontiers North guests, the context and elements
surrounding and supporting the wildlife experience are
as equally important (if not more so) as the wildlife
experience itself.

53. Trends, observations
• Discounts & attempts to reinvent brand.
• We’re true to our core values and the
market continues to reward us.
• Developing brand to serve high-volume
markets (competing on low-price).

54. Thank you!
@JohnGunter
FrontiersNorth.com