Celebrating 15 Years of support for

sustainable tourism

Rainforest Alliance is grateful to all the colleagues who participated in this publication.

Likewise, we are deeply grateful to Alejandrina Acuña, Susana Alemán, Felipe Artieda, Lorena Barba, Lucia Burneo, Karen Chaves, Patricia

Estrella, Roberto Fernández, María Elena Guaña, Nubia Jaramillo, Ana Lobo, Marlon Núñez, Katell Mahieu, Heidi Meza, Fernanda Mora, Raquel

Morales, María José Paniagua, Jorge Peraza, Marcela Revollar, Silvia Rioja, Caty Rodríguez, Geovanna Rojas, Marcelo Simbaña, Yessenia Soto, Cristina Suhr, Mónica Tipan, Tatiana Velasco, and Patricio Yucta, whose

contributions were key in forging the activities in sustainable tourism for our organization. We thank Saúl Blanco, Nury Bolaños, Milagro

Espinoza, Karla López, Verónica Muñoz and Luz Aida Ochoa for their continuous dedication as well as all the consultants who make our daily

work possible.

Many thanks to all!

*

This year at Rainforest Alliance we are celebrating the 15th anniversary of the launch of our activities for

sustainable tourism development. During this decade and a half, we have supported international initiatives and implemented local projects that support the conservation of resources and improve living conditions for host populations in more than a dozen Latin American countries.

However, the achievements to date would not have been possible without the support and dedication of the many colleagues who passed through our organization and left their mark, their legacy. Today we want to thank and celebrate all those colleagues who made the Rainforest Alliance their school, their home and who blessed our organization with their experience, their dedication and hard work. These champions continue to promote efforts in conservation, sustainable development and sustainable tourism in their current work. In these pages, our colleagues share with what their careers at the Rainforest Alliance has meant to them and the legacies of 15 years in the tourism sector. To each and every one, many thanks for your true commitment and your continued loyalty to our mission.

Thanks to these people* and the current team, today we celebrate the achievements of the past and we welcome the coming years to continue promoting projects that enhance the capacity of the travel and tourism industry to protect the natural and cultural splendors of our beautiful lands.

– Ronald Sanabria

“In my professional and personal life, there is a before and an after since my experience at the Rainforest Alliance. Professionally, with the Rainforest Alliance I learned to apply new and innovative approaches to find solutions to the problems that farming, forestry and tour operation families face when trying to blend production, marketing and conservation—an equation that is difficult to keep in balance. With the Rainforest Alliance I started to work in Latin America, creating a network of con-tacts and connections that I still maintain and that greatly facilitate my current work. This experience in Latin America facilitated my projection to other regions such as Asia and Africa, regions where I am working today.

“Personally, ‘the spirit of the frog,’ its princi-ples, mission and vision have become part of my own personal values. It is as if the insti-tutional DNA became part of my own being. I

Damaris Chaves Garita

At the Rainforest Alliance: eight years (2004 to 2012) as director of projects, sustainable tourism

Today: international consultant associated with Planet for People and Agua Grande S.A. Costa Rica

have remained closely linked to the organization since leaving, and I hope this will continue for many more years. It is a pleasure to work in an organization where institutional and personal values are com-patible, because you travel down the same path and there is a strong sentiment that your work allows you to fulfill your responsibilities as a citizen of the world to protect natural and cultural heritage while helping people obtain better living conditions. This is called personal realization.

“The Rainforest Alliance has demonstrated to entrepreneurs that apply-ing different and innovative approaches in doing business generates better commercial impacts, which has enabled an active, consistent and committed participation of the entrepreneurs in the conservation of natural, cultural and social heritage. It has taught consumers that personal capacity for transforming the world is in the purchasing decisions they make every day and that major global changes can be achieved if we act collectively as members of society. It has motivated governments to fully assume their role as promoters of socio-environ-mental development, moving from a regulatory or passive manage-ment role to the leadership role that society expects and needs from the State. It has worked hand in hand with the communities to convert cultural heritage and local identities into vital tools for socioeconomic development.”

“Personally as well as professionally, the Rain-forest Alliance expanded my knowledge about sustainable development, although I already had many years of experience in traditional tourism; but it made me more sensitive to en-vironmental issues and also more responsible in my personal practices. Through the work that I performed, I achieved personal satisfac-tion from knowing that my efforts would con-tribute to a greater purpose. And it also gave me the opportunity to work internationally.”

“The Rainforest Alliance has contributed to raising awareness about the implementation of best practices for sustainable tourism. It has encouraged the participation and involve-ment of private companies and rural commu-nity enterprises in this field, as well as the governments of Latin America; with this it has managed to minimize environmental impacts and enhance the socio-cultural benefits of tourism activity, and it has generated decent and equitable sources of employment. Thanks to its leadership, it engaged a large number of multilateral, regional and international entities in promoting and creating the Global Sustainable Tourism Council (GSTC) and its global criteria for sustainable tourism that today are a benchmark, an international com-mon language for sustainable tourism.”

Denia Del Valle Barrera

At the Rainforest Alliance: eight and a half years (July 2002 to February 2011) as coordinator for Mesoamerica and manager for Meso-america, sustainable tourism

Today: permanent technical secretary, Organización Mundo Maya and coor-dinator of international projects for CERTIFICA Consulting, Guatemala

“On a professional level, the Rainforest Alli-ance gave me diverse exposure to an industry I had always been fascinated by, travel and tourism, and not only have I been able to launch my own global tour operator from what I learned but I’ve also been able to imple-ment the right types of business practices from the start to ensure my company has a positive impact on the communities and eco-systems in which we operate. I also met my wife through mutual colleagues at the Rain-forest Alliance, so I’ve also been extremely blessed in that regard on a personal level.”

“The Rainforest Alliance led the notion that through the creation of global tourism alli-ances aimed at promoting more sustainable practices the tourism industry at large could be an effective tool used by any and every type of tourism business to support local communities and protect fragile ecosystems around the world.”

Thomas Enderlin

At the Rainforest Alliance: four years (2009 to 2012) as marketing coordinator for North America, sustainable tourism

Today: founder and president, Release Fly Travel, Costa Rica

“The experience at the Rainforest Alliance created a greater awareness in me about the importance of working for the environment and sustainable development. It taught me to value the small achievements that together grow into a major goal, and it sensitized me to conservation and development issues where we can all contribute our little grain of sand, from within the companies or from outside as clients of those that want to strive to do things well.”

“I think the main legacies of the Rainforest Alliance for the tourism industry are: the ability to reach tourism companies inclusively, the vast majority of which are micro, small and medium-size companies (MiSMEs) in the most remote corners of the various countries where the program has a presence. It ap-proaches entrepreneurs with technical tools and practical knowledge so that they imple-ment sound management of their resources and those of the environment. In addition, the management of marketing to link the efforts made by the entrepreneurs with the interna-tional demand for responsible tourism. With-out this link the work would be isolated and it wouldn’t yield all the fruits desired.”

Esteban Ericksen Murillo

At the Rainforest Alliance: three years (January 2009 to November 2011) as assistant and associate, sustainable tourism

Today: principal architect, Vivicon Construcción, Costa Rica

photo by Secrets Maroma Beach Riviera Cancun

“The Rainforest Alliance has the collaboration of very high level professionals. Working at this organization allowed me to learn from many of them, which improved my profes-sional performance. It allowed me to acquire practical experience in the challenges and opportunities that are created by implement-ing best practices in tourism sustainability. This experience was very enriching, because it also allowed me to work in a multicultur-al environment that day by day, opened a window on the world for me, which was very gratifying.”

“The Rainforest Alliance has enabled small and medium-size enterprises (SMEs) to imple-ment best practices for tourism sustainabil-ity, through technical support and thanks to the motivation that major marketing efforts generate for the certified sustainable tourism brand. The latter is enormous added value for these SMEs, and it helps them access markets and clients thanks to the recognition of the seal. Without this program, the majority of these companies would not have been able to access knowledge about the implementation of best practices, and they probably would not have had the incentive to implement them. The program creates a win-win situation: the SMEs win because they can access more clients and markets, in many cases, greatly reducing their operating costs. The environ-ment and the neighboring communities win, thanks to the implementation of these practic-es that reduce negative impacts and maximize the positive ones; and tourists win by having more options that conform to their require-ments for sustainable criteria.”

Marianela González Oviedo

At the Rainforest Alliance: two years (2010-2012) as a technical assistant, sustainable tourism

Today: coordinator of envi-ronmental and social compliance, Globeleq Mesoamerica Energy, Costa Rica

“The work I did at the Rainforest Alliance posi-tively affected my life and professional devel-opment. As an educator, I have managed to transfer knowledge about environmental con-servation and best sustainable practices. My behavior as a responsible consumer of goods and services is undoubtedly the result of what I learned during the time I collaborated with this organization. The sensitivity I acquired in this regard at the Rainforest Alliance, has helped me to apply valuable concepts about the principles of sustainability in different realms of my academic activity.”

“The positive impact that the Rainforest Alli-ance has achieved globally over the years in the sustainable tourism industry in environ-mental, socio-cultural and economic matters is invaluable. It has achieved a fair balance in the combination of these elements and obtained major results in sustainable tourism certification, environmental education and the supply of green products to consumers. The work that the Rainforest Alliance has done to conserve biodiversity and ensure sustainable livelihoods by transforming business prac-tices and consumer behavior has been and is fundamental. These efforts have been made to ensure the protection of ecosystems, improve productivity, and respect and preserve the wellbeing of local communities.”

Sandra Jiménez

At the Rainforest Alliance: three years (2003 to 2005) as Commu-nication Associate in Sustainable Tourism

Today: Spanish teacher, Marin Montessori School, San Rafael, California; proj-ect adviser, StoryWorld International Corpo-ration, San Francisco, California; art dealer, San Francisco Bay Area

“It is thanks to my experience with the Rain-forest Alliance that I have been able to joint SNCF. Working with the Rainforest Alliance, I developed a network of sustainable tourism actors in Europe, specifically in France; there I met the director of the sustainable devel-opment program of VoyagesSNCF.com, an on-line travel agency that is putting a lot of effort into promoting sustainable tourism in Europe. When I did my MBA in Sustainable Management in 2010, she offered to let me do my practice work with VoyagesSNCF.com; this practice turned into a position in sustainable development and then sustainable acquisi-tions.”

“Working with travel agencies and tour opera-tors in Europe, I realize the contribution of the Rainforest Alliance in sensitizing and support-ing these businesses to develop a sustainable tourism strategy with their suppliers (in-bound tour operators and accommodations). Its greatest legacy has also been to support local businesses, giving them the tools and training for sustainable management. This way, the Rainforest Alliance has contributed to transforming the entire chain of tourism suppliers and it has helped transform the industry.”

Vanessa Poisson

At the Rainforest Alliance: 10 months (January to October, 2009) as marketing coordinator for Europe, sustainable tourism

Today: adviser for sustainable acquisitions, SNCF, Paris, France

photo by Secrets Wild Orchid

“Over the course of 10 years on the sustain-able tourism team of the Rainforest Alliance, I had the opportunity to learn, live and passion-ately transmit the importance of converting ourselves into responsible human beings, concerned about biodiversity and the wellbe-ing of our neighbors. Sharing experiences and knowledge with people from around the world has allowed me to develop an integral vision of the importance of the industries and their direct relationship with conservation. I now carry this in my DNA and I will continue to apply it in my current and future projects.”

“The Rainforest Alliance has been a pioneer in uniting public and private sectors in many countries of the region to work hand in hand for sustainable tourism. This has driven hundreds of tourism entrepreneurs and pro-fessionals to opt for sustainability as a way of doing business to contribute to the improve-ment of tourism destinations with sensitive ecosystems and communities in need.”

Federico Solano

At the Rainforest Alliance: 10 years (2004 to 2014) as marketing associate and then value chain manager, sustainable tourism

Today: director of marketing, Horizontes Nature Tours, Costa Rica

photo by Sonya Prather

“Having had the opportunity to collaborate with the Rainforest Alliance taught me not to be afraid. Although a goal may seem unattain-able, with passion, patience and dedication, not only can it be achieved, it can be sur-passed. Professionally, today I have a mana-gerial position and in addition, I am part of a team that is leading two new initiatives, one in tourism and one for the handicraft awareness trade. For this I can thank the Rainforest Alli-ance for the experience acquired in the areas of administrative management as well as the planning and implementation of work plans.”

“In my experience, the Rainforest Alliance’s greatest legacy in the world of sustainable tourism has primarily been the creation of awareness and dissemination of the basic con-cepts of sustainability. This has been opening a space in a tourism that is accustomed to serving the masses, to high rates of return and to ignoring all the negative consequences that the overuse of the resources (destina-tions, societies, nature, culture, etc.) brings. Although the work was one of ‘the ant plant-ing the seed’, it reached countless people and companies, and I am sure that the organiza-tion is responsible in part for the high level of awareness on this issue that exists today in tourism. Another very important legacy was the high level achieved in the technical tools developed, which today are an important and indispensable reference point for any person or company that wants to work on the basis of sustainable tourism and achieve success.”

Carolina Tobar Gándara

At the Rainforest Alliance: five years (May 2006 to May 2011) as technical coordinator for Meso-america, sustainable tourism

Today: general manager, Inmobiliaria Volker, Guatemala

photo by Hostería Alandaluz

“My experience at the Rainforest Alliance notably improved my professional profile, it raised my status as a national consultant and I obtained the necessary references to make my way forward, even with colleagues of the Central American region. Now they recognize me for the experience in sustainable tourism and without a doubt I have had successes. It enhanced my capacity to work under pres-sure without getting anxious; I had the best bosses and colleagues; all of them giving the best of themselves. The humanism of each colleague in Nicaragua and the region was incredible. No doubt this made me a better person. It was the most special time of my life. I have always said, it was magical!”

“The Rainforest Alliance sustainable tourism program is a milestone in Nicaragua that clearly marked a before and after. For the entrepreneurs, it meant a change of mentality, understanding the demand of international markets and a better approach for this. It strengthened the tourism destinations, even though it was focused on companies; the im-pact was regional, easily observable in Grana-da, León, Managua, Isla de Ometepe, and San Juan del Sur, among others. The goals of the program were unequaled and surpassed, thanks to the demand of the entrepreneurs, mainly hoteliers and tour operators.”

Danilo Valerio

At the Rainforest Alliance: one year and eight months (April 2008 – November 2009) as national coordinator, Nicaragua; auditor and trainer (November 2009 – November 2013)

Today: independent consultant in conservation and sustainable tourism, Nicaragua

photo by Hostería Alandaluz

“During the seven years I spent with the orga-nization, I grew a great deal both personally and professionally. I learned a lot about the industries that the Rainforest Alliance tar-gets (tourism, agriculture, and forestry), the challenges and opportunities for conserva-tion in the sociopolitical context of the Latin American region, and the inner workings of an international nonprofit organization. And of course, the network of professional contacts and friends that I made are invaluable gifts that will always be with me.”

“For me, the main legacies of the Rainforest Alliance in sustainable tourism are: The Global Sustainable Tourism Council (GSTC) – al-though it arose as a collaboration of a group of organizations, its existence is mainly due to the vision and leadership provided by the Rainforest Alliance. Another achievement was the launching of ViajeSostenible.org as the first web page exclusively dedicated to sus-tainable tourism companies, and it offers an important marketing platform to small com-panies that do not have much presence on the web. Finally, the inclusion of sustainable tourism as a program within the organization

– even though the tourism industry can have strong impacts (positive or negative) on the environment and poverty in developing coun-tries, it is not very common to find a program dedicated to tourism within the most influ-ential conservation organizations. It seems to me to be very innovative and enlightened on the part of the Rainforest Alliance to have included it as a central part of the organiza-tional strategy.”

At the Rainforest Alliance: seven years (2005 to 2012) as manag-er, communications (sustainable tourism) and development (Latin America)

Today: specialist in civil society, Global Forest Watch, World Resources Insti-tute, Washington, DC

Jessica Webb

Some representatives of partner organizations and allies with which we have carried out projects over the last fifteen years, also sent us their testimonials about the impact that their interaction with the Rainforest

Alliance has had on their professional careers and on the development of sustainable tourism in their countries.

Some Partners and Allies

photo by Sergio Izquierdo

“The ties and access to methodologies and tools for sustainable tourism has helped me understand, in practice and in the actual work, that the global criteria for sustainable tourism are not mere statements, rather they are linked to business management, providing tourism companies with tools that are com-patible with their internal quality management systems and their business philosophies. This has given me a professional growth that has allowed me to achieve in both the private and public sectors in different realms of work.”

“In Ecuador, the incorporation of tools for best sustainable tourism practices has contribut-ed to the development of a different tourism, creating awareness in tourism companies and travelers about service provision that is framed in criteria for quality and sustainabil-ity. Based on this, it has motivated a restruc-turing of tourism products, transforming the economic and social structures, ensuring conservation and a more equitable sharing of the benefits of tourism.”

Christian Alfredo Mera

Relationship with the Rainforest Alliance: delegate of the Ec-uadoran Ecotourism Association, as a partner organization in the implementation of projects in best prac-tices for sustainable tourism, financed by the Multilateral Invest-ment Fund (MIF) and the Global Environment Facility (GEF). Auditor in best practices for sustainable tourism in Ecuador (2008-2011)

Today: undersecretary of tour-ism development of the ministry of tourism for Ecuador

photo by CORDTUCH

“Personally and entrepreneurially, my interac-tion with the Rainforest Alliance has changed the vision, based on success in our business. Now the conservation of our surroundings is the priority; we understand what real dimen-sion of the responsibility when exercising our activities in such a delicate setting, making this understanding the main letter of introduc-tion and work style of our company.”

“Since the launch of the Rainforest Alliance verification program in Ecuador, it was evident that the tourism sector needed to implement the concepts of sustainability and conservation of the surroundings and desti-nations where the industry and the country in general are developing. In some way it can be said that a culture of environmental and social responsibility was created, becoming a strong tool for visibility for everyone involved.”

Relationship with the Rainforest Alliance: Participation in verifi-cation of sustainability practices in enterpris-es in the Cuyabeno Reserve for the last 8 years

Today: Manager of Ecuador Verde País and Jamu Lodge, Cuyabeno Reserve

Guillermo Gómez García

“Professionally, the ongoing work with the Rainforest Alliance has been a strong impetus for the management of tourism in the pro-tected areas, especially those in the Amazon, where the work in the territory through the improvement of service quality at lodges, skills for communities and training for stake-holders in the tourism sector, have been an important part of sustainable tourism devel-opment. On the other hand, the development of technical tools for the management of tourism in protected areas, such as the Desti-nation Method, has been one of the strongest tools, and with support from the US Forest Service, it has been consolidated into the

program to optimize public use in protected areas that the Ministry of the Environment (MAE) manages.

From the private sector, the Rainforest Alliance has been an organi-zation that has stimulated optimal management for quality tourism services, under the guidelines for sustainable tourism through its in-ternational certification. For the public sector, the Rainforest Alliance has been an organization that has participated in several tools that the MAE has generated within its protected areas in the Amazon and at the headquarters level. The knowledge and experience of the organiza-tion has been an immense support to the consolidation of sustainable tourism tools adapted for protected areas, which in many cases have been transformed into guidelines and even national policies.

Personally, I am pleased to have worked with such a strong technical team like the one at the Rainforest Alliance in terms of knowledge and experience, committed to their goal of sustainability. It has been a great experience for personal enrichment in skills and knowledge related to sustainable tourism and protected areas.”

Marcelo Sebastián Sierra Enriquez

Relationship with the Rainforest Alliance: counterpart in the ministry of the environ-ment for projects with sustainable tourism components since 2012

Today: specialist for tourism in protected areas, nation-al directorate of biodi-versity of the ministry of the environment

manY tHanKs to tHe entire rainforest

allianCe team!