ETHOSEngaging Hospitality Operators in Sustainability

• BC Partnership for Sustainable Tourism Society – is a partnership between the tourism industry and provincial Government

Key participants and funding partners:

• Tourism Vancouver• Ministry of Tourism, Culture and the Arts• Ministry of Environment• Aboriginal Tourism BC • COTA • BC Climate Action Secretariat• BC Sustainable Tourism Collective• BC Lodging & Campgrounds Association • BC Hotel Association• Tartan Group• Academia – Tourism Educators/LinkBC• CSTAC - national partners (TIAC, CTC, Industry Canada, Parks Canada)

Role of ETHOS

• To help reduce our GHG emissions, improve our financial performance, and reduce our environmental footprint and social impact while supporting our Super Natural BC brand.

• Key Initiatives:

• Education – business workshops and online programs

• Resource centre – tools and resources including a social network to share best practices

• Recognition and awards – showcasing success stories and developing an industry innovation award for employees

• Certification program

Global Tourism

• World’s largest service industry (UNWTO)

• 2008: 922 million outbound travellers spending over $856 billion

• Employs approximately 10% of global workforce

• Forecast: to grow 3-5% per annum until 2020

BC Tourism Industry

• 2008: Generated $13.8B in revenue (62% increase since 1998)

• 2008: $937M in provincial tax revenue and $3.6B in export revenues

• 2008: Direct contribution to gross domestic product (GDP) of $6.6B (32% increase since 1998)

• Most (87%) of tourism‐related businesses located in SW region of BC, with over half (56%) in Mainland/Southwest.

BC Resource & Tourism Industries

Real GDP Index Comparison by Industry

Contribution to BC Economy

• 2009: 17,814 tourism-related business operating in BC

• 2008: Employed 131,000 full-time equivalent employees, (+ 28% since 1998)

• 2008: $4.7B wages and salaries (+ 61% since 1998)

• Nearly one in four businesses (23%) have 20 or more employees. Average for all industries is one in 10 (11%)

Impacts of Tourism

• GHG emissions generated directly from tourism is 5%

If tourism was an actual country, comparing the total emissions of other countries, tourism would be 5th biggest polluter worldwide (UNEP, 2009)

• Tourism’s contribution to GHG emissions could grow by 150% in the next 30 years (UNWTO, 2008)

• Destruction of habitats will affect eco-tourism, land use, agriculture, fisheries and our image as a destination

• Global tourism growth projections may now be suspect and vulnerable

Urgent Action Required

• Scientific evidence clear; the earth’s climate is changing owing to mankind’s activities

• Global GHG emissions need to stabilize by 2015 and be reduced well below half of 2000 levels to prevent average temperature rises beyond 2 degree threshold

• In 2007, the BC Government legislated GHG reductions

33% below 2007 levels by 2020, 80% by 2050

Defining Sustainable Tourism

• Brundtland Report (1987) - Meeting the needs of the present generation without compromising the ability of future generations to meet their own needs.

• The World Summit (2005) - Requires the reconciliation of environmental, social, and economic demands - the "three pillars" of sustainability.

• Tourism Industry - Creating the conditions for the long-term success of our industry, including the protection of our environmental and cultural heritage, contributing to our communities and ensuring strong financial performance.

• Creating a new ethos

Drivers of Sustainable Tourism

• Consumer behaviour & changing attitudesIncreased demand for green travel & for offsetting

• Technology and internet powerful influence for destination choice & distribution

• Tourism operators - changing their view of the world

• Perception of Canada by visitors

• Government policy

Benefits of Adopting Sustainable Business Practices

The Sustainability Payoff using the Business Scorecard Model:

• Financial Performance• Customer• Internal Processes• Innovation & Learning

Industry-wide Transformation

• Leadership

• Vision

• Plan

• Resources

• Tools

• Action

Self Assessment

• How is my organization doing?

Sustainability Payoff

Overall Benefit:

• Stronger Competitive Position• Economic Stability• Long-term Business Viability

Business Tools

• Education – creating a culture of sustainability internally

• Certification – as a clear path

• Traveler’s Calculator – contributing to long term

reduction by investing in BC based projects.

• Gobi Carbon Management Tool – creating a long term

action plan for reduction with financial benefits.

Business ToolsWhy Sustainable Tourism Certification?

• Provides a framework to help tourism businesses follow a clear path to real sustainability

• Globally respected endorsement that is the trusted standard in BC & Canada

• Brings credibility to the industry, both for consumers & businesses

• Creates a benchmark across all sectors

• Gives consumers confidence that certified businesses are indeed protecting ecosystems and the well-being of local peoples

Implementing Certification

• Green Tourism Business Scheme – UK• In operation for 12 years • Over 2200 current and active certified members in UK• Applied in New Zealand & Sweden• Based on measures of sustainability, not product or quality• One of the few programs that certifies full range of tourism

operators• All assessments done in person (no self-assessment)• Completely aligned with Global Sustainable Tourism Criteria

Performance Indicators

1. Compulsory

2. Management and Marketing

3. Social Involvement and Communication

4. Energy

5. Water

6. Purchasing

7. Waste

8. Travel

9. Natural and Cultural Heritage

10. Innovation

Benefits of Certification

Results based on GTBS members in the UK:

• 70% improved energy efficiency• 60% developed green policies• 90% changed their purchasing behaviour

(buying more local, fair-trade and green products)

Business Tools

• Travelers Carbon Calculator• Determines the impact of travellers’ decisions by calculating the

carbon emitted on their travels, ie: carbon footprint

• Provides the opportunity to purchase carbon offsets in BC

(Pacific Carbon Trust)

• Gobi Carbon Management Tool• Comprehensive and affordable carbon software to measure, report

and manage an organization’s carbon footprint

• www.gobinet.com

Travelers Carbon Calculator

• Offset calculators as an educational tool

• Facilitators of progress through investment

• Demonstration

Carbon Management Tools for Business

• Demonstration

• Benefits

For more information …

• www.ethosbc.com• www.bchydro.com• www.gobinet.com• www.theicarusfoundation.com• www.linkbc.ca• http://web.viu.ca/sustainabletourism/

• ETHOS: 604 689 7774• judy,.adams@ethosbc.com