coast - naaonb presentation 2011

One Planet Tourismwww.coastproject.co.uk

CoaST: Change for Good

The National Association of Areas of Outstanding Natural Beauty

13th Annual ConferenceTremough Campus,Cornwall

CoaST: Cornwall Sustainable Tourism Project& The One Planet Tourism Network


CoaST : a small, independent not for private profit social enterprise, founded 8 years ago, and just growing…

Our job: to help ensure tourism contributes to a resilient present – and future

Over 1,300 members

One of the fastest growing networks of its kind…


(from this in 2004…)

“environmental input does NOT equal economic output”.


To this:

Not just Cornwall. Not just tourism.


across the UK…

Taiwan

ChileNew ZealandSouth Africa

Oz

Cyprus

Scotland

Wales

Ireland

US

Canada

Italy

Venezuela

France

Poland

Sierra Leone

Slovakia

Contagious change...happening whether we’re ready or not…


Context:

Tourism is a big deal in Cornwall:

- over 25% of our GDP- employs one in five of our population- brings in £1.7b pa

- over 80% of visitors coming here because of the environment

That’s a Big Thing to be operating unsustainably.


Our job: to generate change.

- stimulating micro business action on the ground

- going viral

-generating “change for good”…

Game Changers. Early Adopters. Bell Cows. Positive Deviants.


Talking sheep.


“Changing attitudes towards climate change is not like selling a particular brand of soap – it’s like convincing someone to use soap in the first place.” Futerra


It comes down to influence.

It comes down to communication; and inspiration.

This is the science bit. Concentrate.

visitorscouncillorscolleagues

peer businessesfriendsfamilymates

employees employersneighbours

supply chainsour children

distributed leadership

positive deviance

young, middling and old champions

Trojan mice

trusted advisors


1: (only) connect


Understand it’s an emotional connection that works.

Use the right words.

Draw a great picture.

Tell an amazing story.

Animate, bring to life our mission to protect and enhance the landscape.

And HRH said it: “we are as much a part of the whole system of the thing” as is nature

1 million seconds:

1 billion seconds:

1 trillion seconds:

Stories not numbers: values not stuff; setting light to someone’s mind…

how you say something really matters.

12 days

31 years

31,688 years


We should listen to ourselves sometimes.


And just because it makes perfect sense to you…


Draw the right pictures

in people’s minds. the economy

society

The environment

And especially

to remind ourselves…

(imagine a world where we justified economic activity by its contribution to social wellbeing and environmental growth.)

society

the environment

the economy

people, place and prosperitywww.coastproject.co.uk

… over three hundred people qualified with a BTEC in Sustainable Tourism (the first in the UK).

- 3 day course

- includes writing an environmental policy

- starts writing a green certification action plan

Fowey’s very own Visitor Charter



pro-sperity:

in accordance with our hopes.

And the words we use matter. We should use them well.

eco-logy:

eco-nomics:

management of the home; husbandry of our resources.

knowledge of our resources


2: expand

people, place and prosperitywww.coastproject.co.ukThe network thing……


Our job: to generate change.

- stimulating micro business action on the ground

- going viral

- generating “change for good”…

Taiwan

ChileNew ZealandSouth Africa

Oz

Cyprus

Scotland

Wales

Ireland

US

Canada

Italy

Venezuela

France

Poland

Sierra Leone

Slovakia

Contagious change...happening whether we’re ready or not…

…big ones…little ones…

…two person bands and a dog, or big multilingual green teams…

…giving presentations, writing articles, inspiring other businesses, winning awards, provoking their supply chains to change..One Planet Tourism

www.coastproject.co.uk

..and we realised that our Ambassador business weren’t just influencing and inspiring other tourism businesses…

they were changing the way our visitors behave:


Doing it right, and thereby, so simply, encouraging their visitors to do the same…

…making it easy…

…”edited choice”…

and explaining why…


..(captive audiences …)



…from fish n chip shops…

…resort holiday providers …


…from members all across the UK and further, sharing good practice, attending our many events, talking with their visitors, lobbying for change, raising the bar with every action they take…


3: inspire

“Dear Dave and Leza Thank you so much for the most fantastic break we have just had ! I feel somewhat inspired by your “green” attitude and carrying each bottle and mostly plastic tray outside individually made me realise just how much rubbish we produce. We have the “Green Shop” in Bisley by us and I shall purchase more cleaning material etc from there in the future. Also seeing your fabulous grass roofs made Jason see sense and we hope to have one on our extension when we come to it..”…


This is about selling the sizzle of sustainability; generating excitement of what the world could look like if we did it all right…

Or because now it’s personal?

He didn’t say…

“The most significant direct impacts made by successful behaviour change campaigns were

as a result of the role of leaders and champions…”

(DEFRA “Selling Sustainability”, 2008: )

leadership

positive deviancy sausages and hell

the importance of the story social norm

passion metrics of change social impact wellbeing the habit

habit ego fear resilience Way beyond light bulbs.

Two last thoughts:

Landscapes for Life…

there is an economy of the environment; we talk about eco-system goods and

services; but any economy has to be not just about

consumption, but equally about investment.

…and just in case you ever feel that you just don’t have the energy to get out of bed and make the same arguments

to the same people again…..


Don’t stop now, AONB’ers.You’re carrying the fire.

Thank you!

CoaST: Tel 01872 562 057 [email protected]

www.coastproject.co.uk Free membership, open to all… 20 countries and counting

coast - naaonb presentation 2011

Technology