VISITA Joint Initiative on

Tourism Ecolabels in Europe

Naut Kusters

European Centre for Eco and Agro Tourism (ECEAT)

The European labels for sustainable tourism

• Since the late eigthies

• Diverse background and geography

• Different criteria and procedures for certification

40 +Ecolabels in Europe...

Moving the market towards sustainability

Consumer demand exists:

• Environment friendly accommodation: 41%

• Low traffic levels and good public transport: 35 %

• Certified products in travel catalogues: 19 %

• German Travel Analysis

Moving the market towards sustainability

Tour operators demand:

• Responsible entrepreneurship

• Pressure from society

• Pressure from host country (Alps)

• Influence of nature- and environmental organisations

• Environment = quality +

• It pays to go green

• Clean environment is precondition for tourism

The European labels for sustainable tourism

Marketing not succesfull:

• Reliability not clear

• Too many labels: confusing for consumers

• Lack of information and overview

• No funding and marketing expertise with ecolabels

• Tour Operators lack capacity to invest in sustainable product development

The European labels for sustainable tourismVISIT, Voluntary Initiatives for Sustainability in Tourism

4 goals:

• Common Basic Standard

• European roof-organisation

• Joint image campaign

• Marketing of certified products

Management:Basic ISO norms

Environmental management

Clear minimum standards

Independent inspection: 1-3 years

Monitoring of effects

Training of staff, information to guests

Requirements for VISIT Ecolabels

Environment:Protection of Nature and

landscape

Use of eco-friendly products

Low water and energy consumption

Use of sustainable energy

Reduction and recycling of waste

Public Transport, soft mobility

Moving the market towards sustainability

Austria - the Austrian ecolabel

Blue Flag - for a clean beach holiday

Green Globe 21 - a global certificate

Green Tourism Business Scheme - green tourism in Schotland

Legambiente Turismo - recommened by Italian nature organisations

Den Groenne Noegle - The green

key in Denmark

Les Clefs Vertes - the French ecolabel for campsites

Luxemburg - the luxembourg ecolabel for accommodation

The Netherlands - the environmental barometer

Scandinavia - the “nordic swan” for hotels

The European labels for sustainable tourism

Roof organisation

• Accreditation organisation for ST initiatives

• Accommodations, destinations, transport,….

• Accreditation committee for ecolabels

• Members: All types of Tourism Ecolabels

• Advisors: Consumer & Environment & Tourism Org.

• Linking with global Sustainable Tourism Stewardship Council initiative

Joint image campaign”Caring for the

Environment ... ...is Caring for the Visitor”

2002: contribution to the International Ecotourism Year

Advertisement page and articles in magazines

Stand and exhibition at fairs

Dissemination of brochures, mini cards

Presentations and discussions at conferences,

workshops, international events

Internet: www.yourvisit.info makes the difference”

joint image and promotion Campaign

Caring for the environment…..…..is caring for the visitor

Internet

Standardised questionnaire and d-base

Inventory of 1000+ accommodation and other certified

products (beaches, marinas, destinations, etc.)

Short print version with 100 appetisers, all addresses

2003: web site for free search with map of Europe

Launch at RP 2003

Links from/to partners’ & supporters’ web site

Integration of VISIT products into web-site Eco-tour (NFI)

VISIT Holiday Guide

The European labels for sustainable tourism

Marketing - tour operators

Www.greentravelmarket.info

• Launched in 2003 • Matching tour operators with sustainable products • Global: products and market • 500 + Tour Operators• Matchmakers• Marketing information • Visits of fairs

The European labels for sustainable tourism

30 Supporters:

European Environmental Agency

• German alliance of touroperators

• IUCN + WWF Netherlands

• ANWB / ADAC

• European Travel Commission

• Travel Unie

Initiators :

• ECEAT

• ECOTRANS

• NFI

• ARPA

• Reisepavillon

The European labels for sustainable tourism

The European labels for sustainable tourism

www.yourvisit.info makes the difference