Dr. D’Arcy Dornan GSTC Brazil Country Representative, GSTC Trainer

Ayako Ezaki Training Director, GSTC Sustainable Tourism Training Program (STTP)

5 Key Tourism Trends to Watch Sustainability for Businesses, Destinations and Consumers

•  Introduction to GSTC Sustainable Tourism Training Program •  GSTC Criteria: Global Baseline Standards for Sustainable

Tourism •  Five Key Tourism Trends + Sustainable Tourism Business and

Destination Examples •  Q&A

OUTLINE

Introduction to GSTC Sustainable Tourism Training Program 0

GSTC TRAINING

The GSTC Sustainable Tourism Training Program (STTP) offers practical insights and effective steps to help you improve your sustainability practices.

Next online course (2017 Q4): Join now to secure your spot!

GSTC TRAINING

Early-Bird Deadline: September 20, 2017

See download links in the “Handouts” section

GSTC CRITERIA

Sustainable Tourism Going Mainstream 1

Trend #1. Sustainable Tourism Going Mainstream

Global Spotlight

http://www.tourism4development2017.org

UN International Year of Sustainable Tourism for Development – “a unique opportunity to raise awareness of the contribution of sustainable tourism to development, while mobilizing all stakeholders to work together in making tourism a catalyst for positive change.”

Trend #1. Sustainable Tourism Going Mainstream

“2017 is the UN Year of Sustainable Tourism for Development and this is expected to put sustainable tourism right at the heart of the agenda. … It is expected that travel companies will be inspired by this year to look at their role in the destinations they sell to.”

Global Spotlight

Source: ABTA Travel Trends Report 2017

“Travelers are more sensitive than ever to their carbon footprint .. [and] will practice low-impact, sustainable travel options in an effort to provide a more positive experience for both themselves as visitors and for their hosts.”

“ATop-10ListOf2017TravelTrendsAndDes:na:ons”(Jan15,2017)

Consumer Awareness

Trend #1. Sustainable Tourism Going Mainstream

Consumer Awareness

Trend #1. Sustainable Tourism Going Mainstream

“More travelers are aware of the impact their experiences have on the planet and as a result, more are opting for sustainable measures in their travel.”

“7traveltrendsfor2017thatwilldrivetheglobaltourismindustry”(Dec5,2016)

… or is it?

Trend #1. Sustainable Tourism Going Mainstream

Purchasing policies favor environmentally sustainable suppliers and products, including capital goods, food, beverages, building materials and consumables.

GTSC INDUSTRY D1.1 Environmentally Preferable Purchasing

GSTC Industry Criteria Section D: Environmental Impacts

EXAMPLE: WWF and Royal Caribbean Cruises Ltd. 2020 Targets

The 2020 environmental sustainability targets by WWF and Royal Caribbean Cruises Ltd (RCL) include the “global tour operations target”, which states that RCL will categorize and promote “sustainable tours” that are verified against a GSTC-recognized sustainability standard, and include information on RCL’s commitment to the GSTC standard in the RFP invitations for prospective bidders.

Source: Parks Australia

James Sano, Vice President for Travel, Tourism and Conservation, WWF, at the GSTC Conference in Suwon, Korea (2016)

TUI Sustainability Strategy 2015-2020 “Better Holidays, Better World”

EXAMPLE: TUI Group Sustainability Strategy

“All hotels in our tourism business portfolio will subscribe to credible sustainability certifications. We encourage our hotels to aim for certification that is GSTC (Global Sustainable Tourism Council)-recognised or approved. TUI has also included a sustainability component in contracts with all accommodation suppliers outlining minimum expectations and the requirement to work towards credible sustainable certification.”

… but what REALLY motivates travelers?

•  53% of European holidaymakers surveyed said they have a better image of companies which invest in sustainability (up from 30% in 2012)

•  57% would book more sustainable holidays if they were more readily available (up from 40% in 2012)

TUI Customer Engagement Survey 2017

à Sustainability can be a key deciding factor in customer’s holiday choices.

Authentic, Experiential, Transformative Travel 2

Trend #2. Authentic, Experiential, Transformative Travel

Among the most important travel consumer trends in recent years is the increasing demand for experiential travel; more visitors seeking authentic connection with local culture, food, customs, heritage, and people in destinations.

Trend #2. Authentic, Experiential, Transformative Travel

Source: •  Vogue, Why “Transformative Travel” Will Be the Travel Trend of 2017

Today’s travelers are also seeking experiences that lead to deeper transformations “where travelers venture into the unknown to learn wisdom from cultures and places outside their own, returning home to implement this knowledge, ultimately changing their lives and the lives of others around them”.

Adventure Travel Trade Association (ATTA) Research Reveals Adventure Travelers Primarily Motivated by Transformation

The organization supports local entrepreneurs in the development and sale of sustainable products and services that are based on the area’s nature, history and culture.

GSTC Industry Criteria Section B: Socioeconomic Impacts

GSTC-INDUSTRY B4. Local Entrepreneurs

The organization follows international and national good practice and locally agreed guidance for the management and promotion of visits to indigenous communities and culturally or historically sensitive sites in order to minimize adverse impacts and maximize local benefits and visitor fulfilment.

GSTC Industry Criteria Section C: Cultural Impacts

GSTC-INDUSTRY C1. Cultural Interactions

“A Travellers Philanthropy plan and principles to be developed. Important to be transparent in communication on what you have contributed to – this will not only create a good story, but keep visitors engaged back home, having their own story to share.” (GSTC online course 2017Q3, group exercise)

Kaikoura’s Trees For Travellers project for visitors results in the planting of native species in and around Kaikoura, in a bid to reforest the area and offset emissions.

Travellers are then emailed the GPS co-ordinates for “their tree” so they can return again to visit it and maintain a connection with the destination.

EXAMPLE: Trees for Travelers, Kaikoura, New Zealand

Kaikoura,NewZealand

Sharing Economy 2.0 3

https://fairbnb.coop/ https://www.backstreetacademy.com/ https://ecobnb.com/

Trend #3. Sharing Economy 2.0

Booking Booster Booking.com Accelerator Programme in Sustainable Tourism

Trend #3. Sharing Economy 2.0

Overtourism 4

Trend #4. Overtourism

“Too much of a good thing”

When a destination becomes overcrowded with visitors to an extent that tourism’s negative impact on the quality of life and economic well-being of local residents outweigh the benefits of a thriving tourism economy.

The destination has an effective organization, department, group, or committee responsible for a coordinated approach to sustainable tourism, with involvement by the private sector and public sector. This group is suited to the size and scale of the destination, and has defined responsibilities, oversight, and implementation capability for the management of environmental, economic, social, and cultural issues. This group’s activities are appropriately funded.

GSTC-DESTINATIONS A2. Tourism Management Organization

GSTC Criteria for Destinations Section A: Sustainable Management

The destination protects, monitors, and safeguards local resident access to natural, historical, archaeological, religious, spiritual, and cultural sites.

GSTC-DESTINATIONS B5. Local Access

GSTC Criteria for Destinations Section B: Socioeconomic Impacts

The destination has a visitor management system for attraction sites that includes measures to preserve, protect, and enhance natural and cultural assets.

GSTC Criteria for Destinations Section C: Cultural Impacts

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 behavior.

GSTC-DESTINATIONS C3. Visitor Behavior

GSTC-DESTINATIONS C2. Visitor Management

Do’s and Don’ts?

Tourist codes of conduct may work as marketing strategies, but do not help nurture trust and solidarity to address the root cause of overtourism-related problems: social and physical distance between tourists and residents.

Source: “Tourist codes of conducts are a bad idea – here is why” Michael O'Regan (Bournemouth University)

“Change the paradigm of what tourism is about.” Jonathan Tourtellot, Founder and former Director, National Geographic Center for Sustainable Destinations; CEO, Destination Stewardship Center

GSTC Global Conference, September 2017

Where in the world…?

Photo © Jana Jedinak

“We deserve to be a top-quality destination.” “We will lose money in the next two years … by cutting the number of tourists — but in the future we will gain much more.” - Mato Franković, Mayor of Dubrovnik, Croatia

Engaging local residents in the sustainable growth of tourism in the city:

•  Conducting citizen assessment research.

•  Improving communications about the value of tourism.

•  Engaging locals to propose ideas on delivering positive visitor experience (e.g. bicycle routes for tourists; “silent areas” within residential areas).

•  Encouraging local to be destination ambassadors and share local recommendations with visitors.

EXAMPLE: Wonderful Copenhagen Destination Strategy – “People-Based Growth”

Building better visitor-resident relations:

•  Building updated insights into both visitor sentiments on interaction with locals and the locals’ sentiments on interaction with visitors, in order to identify friction points.

Visitor flow management:

•  Diversifying visitor experience in the Greater Copenhagen area.

•  Working with urban development experts to develop solutions that help dissolve visitor pressure.

EXAMPLE: Wonderful Copenhagen Destination Strategy – “People-Based Growth”

Inclusive Tourism 5

Growing Market

Inclusive tourism sector •  brings to the UK economy £12.4 billion

per year. •  accounts for 20% of day trip market and

14% of the overnight market in the UK. •  is expected to continue growing – more

than 25% of the the total industry market share by 2020 (USA).

Source: •  VisitEngland, Providing Access for All https://www.visitbritain.org/providing-access-all •  TravAbility, Accessibility Marketing Guide http://travability.travel/Brochures/industry_guide.html

Trend #5. Inclusive Tourism

2016 World Tourism Day

“Products and services aiming to increase the accessibility of travel add value to destinations and constitute an immense opportunity for the business sector.” - David Scowsill, President and CEO, World Travel and Tourism Council (WTTC)

GSTC-DESTINATIONS A8. Access for All

GSTC Criteria for Destinations Section A: Sustainability Management

Where appropriate, sites and facilities, including those of natural and cultural importance, are accessible to all, including persons with disabilities and others who have specific access requirements. Where such sites and facilities are not immediately accessible, access is afforded through the design and implementation of solutions that take into account both the integrity of the site and such reasonable accommodations for persons with access requirements as can be achieved.

Planning, siting, design, construction, renovation, operation and demolition of buildings and infrastructure should provide access and information for persons with special needs, where appropriate.

GSTC Industry Criteria Section A: Sustainability Management

GSTC-INDUSTRY A7.4 Access for All

EXAMPLE: Hotel Fazenda Campo dos Sonhos

Questions? Comments?