Embedding Sustainable Development in Tourism Strategies Presented by Noki Dube, Cape Town Routes Unlimited 22 June 2005

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Embedding Sustainable Development in Tourism
Strategies Presented by Noki Dube, Cape Town
Routes Unlimited22 June 2005
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Introduction

• Tourism as a key economic driver is tasked with
  making a meaningful contribution towards
  sustainable growth
• Identifying acceptable parameters of change and
  balance
• Requirement for integrated planning, management
  and control intergenerational equity creation
  of a sense of place and identity tackling
  poverty and promoting equity practicing good
  governance
• Unpack, understand and measure benefits
• Properly planned and managed tourism is a
  powerful tool and contributor to sustainable
  development
• Adopted guidelines and management practices for
  sustainable tourism development have been agreed
  to nationally and provincially
• These have been applied and incorporated into the
  Cape Town Routes Unlimited operational model as
  the destination marketing organisation for Cape
  Town and the Western Cape

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Tourism perspective Triple Bottom Line

• Focus on three themes of sustainable development,
  i.e.
• Economic
• Socio-cultural
• Environmental
• ? Underlying message A recognition that
  tourism brings about change positive and
  negative in destinations. The choice is ours.
  Informed decisions are vital. Integrated planning
  and management is key. Success hinges on all of
  us with a direct or indirect interest in tourism
  to assume responsibility.

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Sustainable Development Trends

• Sustained interest in and commitment to
  sustainable development stands out as least
  likely to grow out of fashion it grows in
  importance and has moved beyond the overtly
  environmental lobby into the wider public
  domain, including the corporate sector

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Sustainable Development Trends (continued)

• JSE Securities Exchange Social Responsibility
  Index is the local manifestation of how this has
  taken hold in South Africa
• Companies locally and worldwide are looking
  more assiduously at Triple Bottom Line
  (short- term gains vs long-term loss)
• Certain resources simply are not renewable

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Sustainable Development in the Tourism Context

• Why is sustainable development important in a
  tourism context?
• According to World Commission on Environment and
  Development sustainable development meets the
  needs of the present without compromising the
  ability of future generations to meet their own
  needs.
• Of particular importance meeting the needs of
  the present is critical given our need for
  job creation
• Also without compromising the ability of
  future generations. We have the opportunity
  to ensure that todays generation does not
  harm tomorrows

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Sustainable Development in the Tourism Context
(continued)

• The World Tourism Organisation that
  development that meets the needs of the present
  tourists and host regions while protecting and
  enhancing the opportunities for the future
• Implies the management of all resources in such
  a way that economic, social and aesthetic needs
  can be fulfilled while maintaining cultural
  integrity, ecological processes, biological
  diversity and life support
• Strong parallels with Africa, South Africa, and
  the Western Cape

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Sustainable Development in the Tourism Context
(continued)

• Sustainable tourism includes
• Responsible Tourism
• Community Tourism
• Ethical Tourism
• Pro-poor Tourism
• Eco-Tourism

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Sustainable Tourism Legacy in SA

• In 1996, SA Government issued a White Paper on
  development and promotion of tourism, in which
  responsible tourism was described as a necessity
• National Responsible Tourism Guidelines for South
  Africa
• The Cape Town Declaration called for
• a more balanced relationship between hosts
  and guests in destinations,
• the creation of better places for local
  communities and indigenous peoples,
• recognition that this can only be achieved by
  government, local communities and business
  co-operating on practical initiatives in
  destinations
• Emerging Tourism Entrepreneurial Awards launched
  by SA Tourism supplemented by the Imvelo Awards

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Sustainable Tourism Legacy in SA (continued)

• A Fair Trade in Tourism South Africa trademark
  that recognises certain special tourism ventures
  for responsible tourism
• Tourism BEE Charter and Scorecard key
  performance targets challenge rests with
  implementation, measurement and accountability
• We are well positioned to set best practice
  examples of addressing sustainable tourism
  development

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Achieving Sustainable Tourism

• Our vision encapsulates our attitude towards
  sustainable tourism
• Leading excellence in promoting sustainable
  growth and pride in the Western Cape to make a
  difference in life experiences
• How then do we
• Facilitate and promote sustainable development
  in tourism for our region?
• Encourage a break from enclave tourism?
• Manage increasing tourism numbers?
• Ensure that sustainable and responsible tourism
  are mutually inclusive?

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Our Commitment to Achieving Sustainable Tourism

• At the outset, the tenets of responsible
  tourism were infused into our core working
  document, our Business Plan. Our goals are
• To establish a winning destination brand
• To ensure an inclusive and equitable industry
• To maximise marketing impact and resources
• To improve the Business Leisure Ratio

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Triple Bottom Line Economic objectives

• Entrepreneurship and enterprise drive business
• Investment in SMMEs access to market
  opportunities (Indaba and Cape Tourism Showcase)
• Our partnership with one of the most recognised
  on-line tourism portals, 6 regions and 68 towns
  already trained on the new e-business platform,
  1000 accomodation establishments targeted for
  2005/6
• Targeting the domestic market to create tourists
  in own country and encourage commercial
  possibilities by business to the opportunity

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Triple Bottom Line Economic objectives

• Building on the strong base created by mainstream
  tourism businesses
• Encouraging the development, positioning and
  selling of new products/experiences as well as
  innovation excellence and packaging creating a
  year-round destination
• Focusing on extending the season of enterprises
  and the destination (events, business tourism,
  smarter target marketing, yield management)
• Supporting mentorship and educational programs
• Sending the right messages e.g buy locally-made
  goods, use locally provided services in order to
  strengthen linkages along the value chain whilst
  reducing leakages

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Triple Bottom Line Social objectives

• Social Objectives (promotion and preservation
  of culture)
• Involve the community in planning and
  decision-making
• Assess social impact as a pre-requisite to
  developing tourism
• Maintain and encourage social and cultural
  diversity
• Be sensitive to our host culture
• Education and awareness are important
  components of the social aspects of Triple Bottom
  Line. Our schools project to develop future
  tourism ambassadors and participants is an
  example

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Triple Bottom Line Social objectives

• Culture and Heritage e.g Cape Care Route,
  Cape to Namibia Route, rock art, festivals, arts
  and crafts, story- telling etc are examples of
  sharing our cultural product offering
• Access the Cape Campaigns
• Educating tourists regarding our local
  cultures
• Encouraging use of local guides in communities
• Promote an inclusive and equitable industry

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Triple Bottom Line Environmental objectives

• ? Environmental Objectives
• Assess environmental impacts as a prerequisite
  to developing tourism
• Sustainable use of local resources, avoid waste
  and over- consumption
• Maintain and encourage natural diversity
• Expand the tourist season, while putting no undue
  strain on environmental resources
• Responsible tourism is not only the reserve of
  environmentalists, change is also taking place
  in holidaymaker aspirations

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Triple Bottom Line Environmental objectives

• When asked if they would be more likely to book a
  holiday that has a written code to guarantee
  good working conditions, protect the environment
  and support charities in the tourist
  destination, UK market feedback
• In 1999 45 said yes
• In 2001 52 said yes
• In 2004 80 said yes
• ? Environmental sustainability has clearly
  moved beyond Greenpeace to become a business
  imperative. It has moved from supply side to
  demand side

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Way forward

• Leadership in industry requires an
  understanding of balance
• Our companies/businesses and destination needs
  to understand the context of sustainable
  development
• We need to integrate environmental, economic
  and social aspects and balance short term wants
  with long term needs
• We need to establish a direction and clarity of
  purpose through integrated corporate/destination
  visions and strategies

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Way forward contd

• We need to continue bringing sustainable
  development to the core of our businesses
• We need to take action, seeking out opportunities
  for radical change through innovation, building
  human capital, achieving equitable business,
  achieving an inclusive industry, and continuous
  learning to accelerate performance improvements
  and enhance competitive edge
• We have these companies in the Western Cape and
  South Africa. As a destination we must continue
  to be progressive and delivery focused alive
  with possibilities and proudly South African!

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Conclusion

• ? Ignoring sustainability, whether economic,
  social or environmental constitutes the biggest
  risk to our tourism industry. Fortunately, here
  in South Africa and the Western Cape I believe we
  got to it early enough. Let us not lose focus nor
  momentum and continue to assume responsibility in
  a sustainable manner.
• We have a good platform from which to launch a
  concerted drive to higher and more sustainable
  growth. Our prosperity depends not only on what
  we do, but how we do business together Dr
  Mamphela Ramphele, June 2005