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.

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. Learn more about the ESTC: http://www.ecotourismconference.org ESTC on Twitter: http://www.twitter.com/ESTC_Tourism ESTC on Facebook: http://www.facebook.com/ESTC.Tourism The International Ecotourism Society | web www.ecotourism.org email info@ecotourism.org | tel +1 202 506 5033

2. The Phoenix of Ecotourism: Birth of Certified Sustainable Businesses Does Certified Sustainability Create Value For Business? ESTC; SEPTEMBER 19-21, 2011

3. GREEN ADVERTISING

4. Origins of Branding and Certification

5. BERKELEY 1960’S “NATURAL FOODS” FOOD “CO-OPS”

7. PERCEPTION: ECOTOURISM Uncomfortable transportation, dubious hosts, incompatible co-guests, blisters and recreational drugs

8. Cold water showers, minimal energy, idiosyncratic guides, uncomfortable lodgings, communal activities, insect bites…

9. Expectations Versus Reality

11. Baby boomers look for new ways to balance ethics and income opportunities

12. Agricultural (i.e. natural) business opportunities (wine, coffee, marijuana)

13. Movement away from the cities and to the country

14. Environmental health concerns; Ramifications of agro chemicals and its toxins

15. Public awareness of the danger of unregulated products

16. Safety and Hygiene coupled with experiential travel

17. Internet and technology aided the search for opportunities

18. Search for nature, cultural and adventure/sports destinations (NEO’s)

19. Feeling of a distancing between everyday life and nature

20. Guilt factor resulting in the patronization of responsible hotels (and destinations)

21. Green technologyThe Buzz!

22. Fleeing From Uncontrolled Tourism

23. Massive Tourism Often Brings Massive Destruction

24. Large scale tourism without conservation and a consciousness of cultural and historical awareness breeds the annihilation of tradition and Sense of Place ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

25. Should We Gamble on Sustainable Tourism…?

26. IT IS NOT TOO LATE! Sustainable Tourism is Good Business.

27. SUSTAINABLE PRACTICES: WhatisRequired?

28. 1. Change in Attitude

30. 2. Change in Equipment and Installations

33. 3. Make Operational Changes Using Functional Designs

34. OPEN: Please Honk

35. 4. Look for Alternatives that will Reduce Impact and Costs While Increasing Income and a Responsible Image for the Company Water from the hand sink is reused to fill the 1 gallon toilet tank

36. Search For Innovations Water from the hand sink is recycled for use in the urinal

37. RECYCLED MATERIALS- FAUCET OF .38 GPM WITHOUT THE NEED FOR ELECTRICITY OR BATERIES

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.

39. PHOTOVOLTAIC PANELS INTEGRATED INTO THE ROOF

40. CONDITIONS THAT ATTRACT VISITORS Source: Tour Operator Survey, 2006

41. The International Consumer Demand for Sustainable Tourism They want to learn about the product before they take their trip and while they are on it. 50-60% are interested in the social, cultural and environmental aspects of their destinations. 75%+ look for non exploited areas and do not want their trip to damage local ecosystems 67-90% wish to patronize hotels that are committed to the protection of the environment and to social responsibility.

42. Essential Needs of the Tourist Acceptable Price for the Value Offered Cultural-Environmental Consciousness Quality of the Experience Access Security- Hygiene Courtesy- Ecobrasil- Ariane Janer

44. Above average income

45. Audubon Society

46. Public Television and Radio supporter,

47. Environmentalist or patron of environmental causes

49. Frequent Caribbean traveler seeking new exciting destinations

50. Escaping SARS and global danger zones

51. Honeymooners and maverick travelers from UK

53. Bored conventional traveler seeking new destinations

54. Escaping H1N1 virus and global danger zones,

55. Curious European (large % to the Caribbean zone)

56. Environmentally conscious looking for guilt free travel (global warming +)

58. The “Ecotourist” versus the “Mixed Use Tourist” Comparison of two models: Brazil and Costa Rica Visitation Income per Visitor $2.1 Billion $ 4.3 Billion Source: MobiIe Produçāo cultural e eventos 2008

60. Procedure Certification for Sustainable Tourism, CST

61. HOW TO EVALUATE THE CST Water Consumption Energy Products Waste Management Emissions and Waste Green Areas Protection of Nature Natural Areas Economic Benefits Culture Health Education and Training Communication Participation Rooms Group Management

63. 81 Questions

64. Nine Indicators

66. 24 Questions

67. Six Indicators

70. EXTERNAL CLIENT

71. SOCIOECONOMIC CONCERNS

73. PHYSICAL/BIOLOGICAL MANAGEMENT

74. INTEGRATION OF LANDSCAPING INTO THE HOTEL

75. THE ATRIUM USES SKYLIGHTS TO INTEGRATE NATURE WITH THE INTERIOR DESIGN

76. INTERPRETATIVE PATHS

77. REFORESTATION INCLUDING CHILDREN FROM THE LOCAL SCHOOLS IN ENVIRONMENTAL PROGRAMS USING REFORESTATION OF DEFORESTED AND AGRICULTURAL AREAS

78. THE USE OF RECYCLED PLASTIC ROOF TILES

79. Ionization Versus Chlorine 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

80. IONIZATION SYSTEM

81. OPERATIONAL SERVICES & CLIENT MANAGEMENT

82. SKYLIGHTS CAN BE USED TO ILLUMINATE THE PUBLIC AREAS

83. SOLAR PANELS REDUCE THE COST OF HEATING WATER AND CAN BE USED AS AN AESTHETIC ELEMENT WHEN CORRECTLY LOCATED IN THE EXTERIOR AREAS

84. MONITORING THE USE OF ENERGY

85. UTILIZING THE SUN TO DRY LAUNDRY REDUCES THE FINANCIAL COSTS AND ENVIRONMENTAL DAMAGE THAT ELECTRIC OR GAS DRYERS CAN CAUSE

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)

88. DRIP IRRIGATION SYSTEM - SAVING WATER AND MINIMIZING MAINTENANCE IN THE GREENHOUSE

89. PRODUCTION OF BIO-GAS THROUGH THE FERMENTATION OF THE ORGANIC WASTE AND PIG MANURE AT LAPA RIOS ECO LODGE, OSA PENINSULA

90. BIO-GAS DERIVED FROM THE ORGANIC WASTE UTILIZED IN THE EMPLOYEE’S KITCHEN

91. EXTERNAL CLIENT

92. CLIENT PARTICIPATION Dear Guest: Thank you for helping us to conserve water, a precious resource. 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. 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.

93. INTERPRETATION

94. EDUCATING THE CLIENT -CERTIFICATION FOR SUSTAINABLE TOURISM– 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 IV. Service to the Client (Educational materials, interpretive gardens, emergency plans, evacuation signs, inclusion in activities such as donations to community efforts, etc.) What issues are important to you regarding the sustainability of the hotel in which you stay? Check all that apply:  Fair treatment of workers  Relationship of hotel with its local community  Drug and prostitution-free environment  Environmentally responsible operations (use of energy, water, proper waste disposal)  Environmentally sensitive grounds and landscaping  Recycling program  Guest participation (towel on the floor, in-hotel recycling, etc)  Relationship with local protected areas  Use of organic and environmentally sound food and other products (soaps, shampoos, etc) (CONTINUED ON NEXT PAGE)

95. EXPERIENCE AND LEARN FROM THE ENVIRONMENT INSECTS AND OTHER THINGS 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)

96. SOCIAL INVOLVEMENT AND RESPONSIBILITY

97. AGRO-ECOTOURISM: FINCA ROSA BLANCA INTEGRATION OF THE ORGANIC COFFEE PRODUCTION WITH SUSTAINABLE TOURISM

98. SOCIOECONOMIC MANAGEMENT

99. COMMUNITY RELATIONS 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.

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

101. IN COSTA RICA, SUSTAINABLE TOURISM COMBINES CULTURAL AND NATURE BASED EXPERIENCES

102. ADDED VALUE: ENCOURAGE THE CHILDREN’S FOLKLORIC DANCE TROUPES AND THE GOLDEN AGE RETIREES IN THE COMMUNITY TO ENTERTAIN AND EDUCATE THE HOTEL’S GUESTS

103. TAKE ADVANTAGE OF ABUNDANT, RECYCLED AND LOCAL MATERIALS ENDEMIC PLANTS P VOLCANIC STONE FROM THE AREA RECYCLED PLASTIC

104. Find a Niche; Sustainability + Creativity + Personalization = ADDED VALUE

105. TOOLS FOR SMALL BUSINESSES How to Compete Against the Goliaths; Gear the product toward a desirable experience The client should leave feeling better than when they arrived They want to know the owners/staff of the business Reposition the image over time Name the business to reflect the client’s expectations Create a sense of place Personalize the experience

106. GLENNJAMPOL PRESIDENT THANK YOU! www.FincaRosaBlanca.com glenn@fincarosablanca.com