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SUSTAINABLE TOURISM

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A proposed global accreditation body for sustainable tourism and ecotourism certifiers ... to identify and purchase sustainable holidays and to minimise false claims ... – PowerPoint PPT presentation

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Title: SUSTAINABLE TOURISM


1
Sustainable Tourism Stewardship Council An
Accreditation Body forSustainable Tourism
Certifiers
  • First draft of proposals for consultation
  • WES, Quebec, 19 May 2002

2
Presentation outline
  • Overview of project
  • Methodology
  • Results
  • Organisational Blueprint
  • Accreditation criteria
  • Marketing strategy
  • Budget/finance aspects
  • Questions and Answers

3
Introduction
  • Stewardship councilsmulti-stakeholder fora that
    create market-based mechanisms to stimulate the
    production and consumption of certified
    sustainable products
  • Accredit certifiers based on their performance
    help ensure that certification is being conducted
    in an objective and transparent manner
  • License to perform certification based upon
    agreed principles and standards
  • Certification entities can demonstrate their
    capacity to undertake certification-build
    credibility

4
Accreditation bodies
  • Accreditation bodies internationally recognised
    brands that facilitate consumer choice, protect
    consumers, industry certifiers against false
    claims
  • Help certifiers to develop schemes by being a
    forum to share industry expertise, setting
    benchmarks and encouraging a harmonization of
    policies, procedures, and standards
  • Represent certification schemes at an
    international level and lobby on their behalf.
    Accreditation bodies help certified companies
    gain access to green funds, and attract political
    and financial support.

5
STSC
  • Responds to market demand for international,
    comparable standards to identify and purchase
    sustainable holidays and to minimise false claims
  • Over 100 certification programmes many
    underfunded not able to reach the international
    tourism market
  • STSC one umbrella competitive advantage
  • Catalyst for sustainable business to business
    business to consumer purchasing.

6
Data collection
  • Identify extensive contacts database
  • Series of workshops to gather primary data
  • Series of in depth interviews
  • General stakeholder questionnaire (email)
  • Government questionnaire to all WTO members
    affiliates (support from WTO)
  • TIES WES workshops
  • Desk top reviews

7
Organisational blueprint
  • Issues addressed include
  • The role of governments and international
    agencies such as the United Nations in the
    establishment and operation of the STSC
  • Where the STSC should be based, and on what scale
    (regional or global)
  • The activities of the STSC once established
  • The governance of the STSC once established
  • The requirements of the STSC to operate in terms
    of staff, finance and so on
  • The processes and procedures the STSC could use
    to accredit tourism certification programmes
  • The varying strategies for involvement by tourism
    certification programmes

8
Recommendations
  • Global organisation with regional partners where
    possible (VISIT, CST, Green Globe Asia
    Pacific/NEAP, FTT Africa so far)
  • Governance Options
  • Should be housed within a UN family
    organisation to reduce operating costs
  • Could buy at Green Globe global company brand and
    set up independently market penetration of logo
  • Could establish new organisation outright,
    preferably as a charity

9
Recommendations (2)
  • Activities
  • R D of criteria
  • Assessment accreditation of existing
    certification programmes
  • Advice and assistance to certification bodies
    (but no conflict of interest)
  • Training of assessors etc
  • Marketing, lobbying ect
  • Board, supported by a Secretariat two technical
    committees
  • Voluntary/honorary board technical committees
    with some funds

10
Recommendations (3)
  • Staff
  • Director
  • Accreditation officer
  • Certification officer
  • Finance/admin officer
  • Marketing communications officers (2)
  • PA/support staff (2)
  • Assessors

11
Accreditation criteria
  • ISO 14024 - international standard for eco-labels
    combines criteria on the management of standards
    bodies issuing eco-labels with criteria on what
    the eco-label standards should include
  • ISO Guide 61 - General requirements for
    assessment and accreditation of
    certification/registration bodies
  • STSC will not have its own standard instead
    with accredit certification programmes that exist

12
Accreditation criteria (2)
  • International sets exist
  • Agenda 21
  • WTO Global Code of Ethics
  • CSD Tourism Guidelines
  • Mohonk (sustainable tourism ecotourism)
  • Recommend wider consultation on Mohonk to get
    stakeholder agreement
  • Certification programmes to meet minimum criteria
    common in all accreditation, no special mention
    for better necessary

13
Marketing
  • Identify the needs of different stakeholders
  • Set objectives to satisfy those needs
  • Propose positioning benefits to be used as the
    underlying message to influence behaviour in
    those stakeholders
  • 9 different target markets and market-specific
    approaches
  • Term marketing is also used to mean the promotion
    of STSC-accredited products and services to
    specific markets.

14
Generic strategy (1)
  • Objectives
  • To reach an agreement on sustainability standards
    for tourism internationally
  • To reach an agreement on methods to verify
    standards
  • To make the accreditation body financially
    feasible
  • To make accreditation equitable and transparent
  • To make accreditation appealing to the tourism
    industry
  • STSC benefits
  • Standards Sustainability standards are quality
    standards. Sustainable products are better
    products.
  • Marketing Access to sustainable supply chains
    means increased business opportunities. Industry
    preferential treatment will lead to consumer
    choice.
  • Education STSC shares and ensures good practice
    in tourism certification, improving sustainable
    accountability of businesses.

15
Generic strategy (2)
  • Delivery of benefits
  • International standards set through consensus
  • Accreditation of certification to standards
  • Marketing by promoting short term industry
    preference, and long term consumer preference
  • Build capacity of certifiers, in regions with no
    certification and amongst certifiers requesting
    support.
  • Actions
  • Increase accommodation applications to certifiers
    through lobbying tour operators
  • Start consumer marketing through national tourist
    board awareness campaigns
  • Co-branding for B2B, flexibility on consumer
    branding
  • Incentive governments to set national
    certification programs

16
Certifiers
  • Objectives
  • Accredit a core number of certification bodies in
    the first year of STSC operations
  • Raise standards through sharing know-how
  • Increase the number of applications for
    certification
  • Actions
  • Agree branding
  • Joint marketing campaigns to tour operators
  • Joint on-line searchable database

17
Governments
  • Objectives
  • Be instrumental in elaborating and implementing
    national certification programs
  • Actions
  • Brand awareness campaigns to tourists via Tourist
    Boards
  • Incentives to industry achieving accredited
    certification
  • Lobby for government owned accommodation to apply
    for accredited certification

18
Industry
  • Objectives
  • Increase industry take-up of accredited
    certification programs
  • Actions
  • Target global companies that make sustainability
    claims
  • Lobby industry associations
  • Research on the benefits of certification to
    industry

19
Tour operators
  • Objectives
  • Commitment and evidence of purchasing accredited
  • Evidence of purchasing accredited
  • Actions
  • Introduction of sustainable tourism policies,
    giving preference to certified products
  • Support tour operators in promoting accreditation
    amongst their suppliers
  • Create buyers group
  • Measure the use of accredited suppliers

20
NGOs and consumer associations
  • Objectives
  • Operationalise NGO and consumer association
    concerns through transparent mechanisms
  • Actions
  • Gain written support and endorsement from key
    NGOs and tourism generating countries consumer
    associations
  • Fund research to assess the benefit of
    accreditation

21
Inter-governmental institutions and international
industry associations
  • Objectives
  • To secure endorsement at the highest level that
    levers support amongst other stakeholders
  • Actions
  • Endorsement of proposals
  • Seek institution to host STSC secretariat

22
Donors and financial institutions
  • Objectives
  • To provide financial incentives to tourism
    businesses to be sustainable
  • To give competitive advantage to funded projects
    meeting internationally agreed standards
  • Actions
  • Influence donors and financial institutions to
    include accredited certification as a deliverable
    in funded projects
  • Use tourism accreditation to lever ethical
    investment

23
Accreditation industry
  • Objectives
  • Meet international accreditation standards
  • Actions
  • Peer review to maintain credibility of
    accreditation
  • Piggyback marketing with non-tourism
    accreditation bodies

24
Tourists
  • Objectives
  • Purchase by default through distribution channels
  • To influence long term behaviour
  • Actions
  • Develop a consumer-driven message

25
Feedback
  • Use one of the three headings below, state
    reasons for position, in an open-ended and
    free-style format.
  • Full support to the current proposals.
  • Partial support to the proposals, subject to
    revision of certain issues..
  • Opposition to the current proposals.

26
Send to
  • All feedback must be sent by July 5th 2002 to be
    considered in the final proposals to
  • Xavier Font
  • Leeds Metropolitan University
  • Calverley Street, Leeds LS1 3HE
  • UNITED KINGDOM
  • Fax 44 113 2833 111
  • X.Font_at_lmu.ac.uk
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