GREEN GOAL 2010Implementing Responsible Tourism activities

Are we ready to play?

Heidi KeyserICRT South Africa

April 2010

Green Goal WorkshopApril 2011

GREEN GOAL 2010The first half

• 1996 White Paper: Development & Promotion of Tourism in South Africa

• Identifies “Responsible Tourism as the desired approach to tourism in South Africa”

South Africa leading the scoreboard

GREEN GOAL 2010

• Responsible Tourism Guidelines

• 1st International Conference on Responsible Tourism in Destinations, Cape Town

• Cape Town Declaration• Imvelo Awards launched

WSSD 2002 catalyzed action……

The second half

GREEN GOAL 2010Cape Town Declaration

Responsible tourism:• minimizes negative economic, environmental, and social

impacts;• generates greater economic benefits for local people

and enhances the well-being of host communities, improves working conditions and access to the industry;

• involves local people in decisions that affect their lives and life chances;

• makes positive contributions to the conservation of natural and cultural heritage, to the maintenance of the world's diversity;

• provides more enjoyable experiences for tourists through more meaningful connections with local people, and a greater understanding of local cultural, social and environmental issues;

• provides access for physically challenged people; and• is culturally sensitive, engenders respect between

tourists and hosts, and builds local pride and confidence.

GREEN GOAL 2010The momentum builds locally …

• Responsible Tourism Manual (2003)

• Responsible Tourism Handbook (2003)

GREEN GOAL 2010And internationally …

• 2000 - Association of Independent Tour Operators adopts Responsible Tourism Policy

• 2001 – Tearfund studies on consumer and operator behaviour indicate shift in consumer attitude

• 2006 – members of Federation of Tour Operators adopt the FTO Responsible Tourism Declaration

• 2006 – UK Ethical consumption report : 50% increase in household spend on Responsible Tourism operators since 2003

• 2007 – IMEX Global Data exchange survey of German corporate and association buyers

• 2007 – 1st “World Responsible Tourism Day”

GREEN GOAL 2010Amongst us are world-class players…

• Responsible Tourism Awards (WTM)– 2004: Calabash Trust and

Tours; Grootbos Private Reserve

– 2006: Bicycle Empowerment Network; Tswalu Kalahari Reserve; Dyer Island Cruise

– 2007: Grootbos Private Reserve

– 2008: Voluntours• WTTC Tourism for

Tomorrow – Finalists 2008: Grootbos

Nature Reserve; Fair Trade in Tourism

GREEN GOAL 2010

GREEN GOAL 2010

http://www.capetown.gov.za/tourism

GREEN GOAL 2010

GREEN GOAL 20102nd International Conference on Responsible

Tourism in Destinations, Kerala, 2008

The Good NewsSATSA

FEDHASAFTTSA

TCD TrustCTT

TECSA …..

GREEN GOAL 2010But is our game strategy

succeeding?Cause for Celebration

but …• fragmentation• parallel efforts• pockets of excellence• often the same faces• opportunistic ‘greenwashing’• an inside story

and…

GREEN GOAL 2010The other part of the story …

Creating better places for people to live?

GREEN GOAL 2010Keeping our eye on ALL the balls!!

Economic Environmental

SOCIAL

ENVIROECON

Responsible Tourism is…

‘tourism that creates better

places for people to live in, and better

places to visit’

GREEN GOAL 2010

“Creating better places for people to live in and better places to visit”

The other Goalposts

GREEN GOAL 2010Rethinking our game strategy….

• Eyes on all balls: interrelated and interdependent parts of sustainability

• Everyone onto the field: more people, more awareness

• The right kit: targets and practical toolkits • Playing as a team: increased co-operation, more

partnerships• “Laduuuuma…..”: celebrating success with

credibility

GREEN GOAL 2010Warming up

National Minimum

Standards for Responsible

Tourism

Cape Town Responsible

Tourism Campaign

GREEN GOAL 2010The Goal ….

CORE BUSINESS

+

RT

FROM…

RT

TO…

GREEN GOAL 2010DEAT: Preparing the pitch

• Target 1: sustainability certification schemes/agencies– Accreditation: quality assurance of

certification products• Target 2: industry at large

GREEN GOAL 2010Methodology

Current situation

Existing schemesInternational benchmarking

Draft standards and accreditation

process

Consultative stakeholder

meetingsImplementation

Plan

GREEN GOAL 2010Consultative mechanisms

Project management

group

Technical working

group

Industryworkshopswebsite

National Steering

committee

“Creating better places for people to live in and better places to visit”

“Creating better places for people to live in and better places to visit”

GREEN GOAL 2010DEAT: NMSRT

Minimum standards

Sustainable operations

& manageme

nt (19)

Social and cultural

standards (12)

Environmental standards

(12)

Economic standards

(12)

Aligned with Global Sustainable Tourism Criteria & National Responsible Tourism Guidelines & BEE Scorecard

Interpretation guides

• accommodation• tourism services• attractions• activities

GREEN GOAL 2010CT Responsible Tourism Campaign Teams

Responsible Tourism Policy

Multi-department working group

Internal process

Responsible Tourism Campaign

Plan

Campaign Action Team

Multi-stakeholder process

“Going responsible”

GREEN GOAL 2010Who are the players?

The Responsible Tourism Policy applies to and cover:

• the entire City of Cape Town as local government structure,

• the tourism industry within the municipal area, and

• the entire municipal area as tourism destination.

GREEN GOAL 2010Policy statement

The City commits to adopting Responsible Tourism as a destination management

approach (encompassing policy-making, planning, development, marketing,

management and performance assessment) to bring about positive

economic, social, cultural, and environmental impacts.

Underpinned by triple-bottom line principles

GREEN GOAL 2010Levers of change

1. Planning2. Regulation3. Use of council immovable property4. Financial contributions by the City5. Supply chain management6. Performance management

GREEN GOAL 2010Kit : policy implementation tools

• Responsible Tourism Charter – destination, associations and enterprises

• Responsible Tourism Advisory Team• Responsible Tourism Improvement Plans

(City and tourism operators)• Awareness and capacity-building• Procurement support• Research and development

GREEN GOAL 2010The Game Plan

GREEN GOAL 2010

LocalRT awards

Rewarding actions

Information generators

Enterprise scorecard

Reporting actions

Enterprise Charters & Action

plans

Awareness

• Info sessions

• Website• Toolkits &

guidelines

RT website

Newsletter

Trade shows

Media items

Marketing

Monitoring & evaluation

RT Barometer

DestinationResponsible Tourism

Charter

GREEN GOAL 2010Destination prioritiesPRIORI

TY ISSUE

Environment Economic Social Water Energy Solid Waste,

focus on plastic bottles

Procuremento localo preferential

Enterprise development

Skills development

Social development

ASSOCIATED

INDICATORS

Water use: Litre per bednight/staff member

Energy use: Kilowatt hours per bednight/staff member

Waste generation: Bottles used per bednight/pax/staff member

Waste reduction: Proportion of bottles reused

Waste recycling: Proportion of bottles recycled

Spend on enterprises within defined area as a % of total procurement

Spend on BEE complaint enterprises as % of total procurement

Sum of % spend of post-tax profits on enterprise dev and % employee time contributed over total mgt time

Enhanced revenue and/or cost savings and/or twinning initiatives facilitated for black SMME’s

% of payroll spend on skills development

% CSI spend of post-tax profits

GREEN GOAL 2010Are you ready to play?