Green Your Business Toolkit:

Innovation into Action

The International Ecotourism Society

Ecotourism and Sustainable Tourism Conference 2008

October 27-29, 2008

• Sustainable tourism: Canadian perspectives

• Background to the toolkit

• Overview and samples

• Implementation: challenges, opportunities

• Next steps

Overview of the Presentation

http://www.raftingcanada.ca/rafting.php

http://travel.canoe.ca/Travel/Canada/AtlanticCanada/2006/07/23/1700120-sun.html

• Tourism Industry Association of Canada represents the interests of the tourism business community nation-wide; membership across all sectors of the industry, plus regional tourism associations

• TIAC developed an industry Code of Ethics for Sustainable Tourism in the early 1990s

• Updated Code and Guidelines were released on February 8, 2005

TIAC’s Commitment to Sustainable Tourism

The TIAC and Parks Canada Definition

Sustainable Tourism: Canadian Perspective

Sustainable tourism actively fosters appreciation and stewardship of the natural, cultural and historic

resources and special places by local residents, the tourism industry, governments and visitors.

It is tourism which is viable over the long term because it results in a net benefit for the social, economic ,

natural and cultural environments of the area in which it takes place.

TIAC’S KEY OBJECTIVES

• Educate the tourism industry about the importance of adopting sustainable tourism practices;

• Encourage the tourism industry to support and sponsor the principles of sustainable tourism; and

• Develop options for implementing the eight guidelines and encourage tourism businesses to share “best-practices” examples.

TIAC’s Commitment to Sustainable Tourism

Guidelines for Sustainable Tourism

1. Protect Natural and Cultural Heritage Resources

2. Promote Appreciation and Enjoyment

3. Respect and Involve Host Communities

4. Influence Expectations and Use

5. Minimize Impacts

6. Raise Awareness

7. Work Together

8. Contribute Globally

To This End, We Will:

• Three legs of the stool: economy, social, environment

• Egg and bacon breakfast: involved vs. commitment

• Sustaining is not perpetuating: Einstein’s understanding

• Lots of good planning, policies, talking: also need to take action on an opportunity

Sustainable Tourism Makes Business Sense

http://gocanada.about.com/od/otherpopularplaces/ig/Newfoundland---Labrador-Photos/Newfoundland_lighthouse.htm

http://www.backroads.com/trips/BPIQ/canada-prince-edward-island-biking-tour

1. Savings

2. Brand reputation and value

3. Shareholder expectations

4. Supply chain pressure

5. Employee recruitment and retention

6. New market opportunities

7. ResilienceSource: Icarus Foundation

The Business Case

• Of great interest and discussion across Canada

• Action tends to be at a provincial, regional, sector or individual business level

• Action includes information dissemination, support materials, working groups, recognition through sustainable tourism awards, and discussion of possible standards or accreditation

• Topic at last two TIAC annual Summits

• Various events have occurred and are planned, linked to sustainable tourism

• Comparatively little marketing and promotion of sustainable tourism, especially by businesses

Overview on Status of ST in Canada

Canadian Events

Canadian Events

Canadian Events

Canadian Examples: DMOs

Canadian Examples: DMOs

Canadian Examples: DMOs

Canadian Companies with Best Practices

Canadian Companies with Best Practices

Canadian Attraction with Best Practices

• Announced November 1, 2007

• Targeting consumption, supply and carbon offsets

• Carrot vs. stick? Imposed vs. chosen?

• Becoming mainstream? Special topic or just part of doing business?

What about Small & Medium Enterprises?

What is the Vision for the Future?

http://www.fundytiderunners.com/reservations.php

Why a Toolkit for SME’s?

• Canadian tourism SMEs are not visible relative to sustainable tourism

• are they not getting the message out?• are they not implementing sustainable tourism practices?

Why a Toolkit for SME’s?

“There is nothing unique about what’s happened on Samso [Danish island with 100% wind energy] except in the will to make it happen –

in the concentration of effort and the assembly of tools, and in the steadfast, systemic approach to putting them to sustainable use.”

The Geography of Hope: A Tour of the World We NeedChris Turner 2007

Samsø Energy Academy

“When looking at what might be preventing SMEs from doing even more,… three key [barriers]: lack of information, lack of

funds (too expensive), and too complicated.”

Achieving Eco-prosperity: SMEs’ perspectives on the environment

CFIB 2007

Why a Toolkit for SME’s?

Project Overview

• Next logical step on TIAC roadmap to sustainability

• TIAC lead project in partnership with Canadian Tourism Commission and Parks Canada

• Concept and development by Marr Consulting

• Financial contributions from all parties.

• Name has evolved from Sustainable Tourism Toolkit to Green Your Business:Toolkit for Tourism Operators

Project Methodology - Tasks and Deliverables

PHASE 1 METHODOLOGY• Identify sustainable tourism tools developed elsewhere and

any gaps to be filled.• Determine the applicability of various tools to the Canadian

tourism industry and frame them within the Canadian context.

• Filter and organize the information compiled into meaningful, realistic tools by which tourism operators, especially SMEs, could implement TIAC’s Code of Ethics and Guidelines for Sustainable Tourism.

Deliverable- Initial Toolkit

Toolkit Concept• Practical and concrete tools

• Presented in several ways to facilitate different users finding applicable actions suited to their business

• Not formulaic, not prescriptive – has to work for different business circumstances

• Emphasis on actions that can be quickly or easily started; slightly weighted towards greening

• Means to integrate sustainability into products, services and operations

• Just one of many approaches to sustainable tourism

Another Way to Think of the Toolkit

How to Use the Toolkit

• Not designed to be read as a book

• Grab and go

• 3 Themes:– Tourism Sector

– Need

– Business Process

• Focus is on actions, tasks and implementation

How to Use the Toolkit – Sample Approaches

• The Self-Starter– Do you take a no-fuss, dive-right-in approach? Then start

right away. Pick any two actions and put them into practice. Check out the "Quick Starts" checkmarks throughout the toolkit for immediate actions.

• The Fact Checker– Do you like to have all of the information before moving

forward? Check out the "Business Case" sections of this toolkit, which will direct you to the best resources. Once you are into the toolkit, pay special attention to the light orange boxes. These contain bites of background information, including definitions and descriptions.

How to Use the Toolkit – Sample Approaches

• The Copycat– Do you like to take the beaten path? Don't reinvent the wheel.

Instead, borrow from others. Think green and check out the "Case Study" boxes throughout the toolkit.

• The Planner – Do you like to map out every aspect of your strategy? Skip

ahead to the "Strategic Planning" section in the Business Processes section. And pay close attention to the detailed "how-to's" in the toolkit.

• The Experimenter– Do you like to test out ideas on a small scale? The blue "Try This!"

boxes are for you.

Table of Contents

I THE TOOLKIT• Introduction

• What is Sustainable Tourism?

• Canada’s Code of Ethics and Guidelines for Sustainable Tourism

• A Canadian Perspective

• Making the Business Case for Green

• Who Should Use this Document

• How to Use the Toolkit

Table of Contents (cont.)

II THE USER

• Evaluate Yourself: Self-Assessment Tool

• The 4 R’s

• Making a Statement

• Take Action

• Measuring Progress

Table of Contents (cont.)

III THE TOOLSA) By Tourism Sector

· Food Services

· Accommodations

· Traditional / Bus Tour Operators

· Adventure / Ecotourism Operators

· Travel Agents

· Hunting and Fishing Outfitters

· Attractions and Venues

Table of Contents (cont.)

B) By Need

· Energy

· Waste

· Water

· Transportation

· Outdoor Environment

· Air Quality

· Socio-cultural

· Becoming Carbon Neutral

Table of Contents (cont.)

C) By Business Process

• Product Development

• Marketing

• Administration

• Purchasing

• Operations

• Technology

• Business and Strategic Planning

• Training and Education

• Community Contributions

Sample – Quick Start

Sample – Case Studies

Sample – Case Studies

Sample – Try This!

Sample – Info Boxes

Sample Pages

Toolkit Implementation: Ideas into Action

• Launch and implementation phase just starting now

• Toolkit intended to be a living, evolving document that will improve as it is used

• Ideas under discussion include PDF format on all partner websites, leading to a wiki-style website

• Tourism associations, DMOs and other agencies could begin to adapt the Toolkit to their circumstances: information sharing, workshops, interactive activities

Toolkit Implementation: Challenges

• For SMEs:– Understanding sustainable tourism: making a complex topic

meaningful

– Insufficient resources: time, money, staff

– Competing priorities

– Getting the business case, especially beyond green

• For DMOs, tourism associations and other agencies– Varying levels of knowledge and implementation among

target groups or membership

– Competing priorities

Implementation: First Example

Travel Manitoba Best Practice Mission on Sustainable Tourism

• Part of a series of travelling workshops to examine a topic: specific focus and invitation list within that topic

• Previous Missions examined birding tourism (Minnesota) and festivals (Ottawa)

• Highly interactive forum with experiential elements

• Identified learning objectives, but outcome and application of ideas dependent on individual participants

• Travel Manitoba examining how to address sustainable tourism provincially: Mission is first step

• Toolkit focus for Mission

Implementation: First Example (cont.)

Travel Manitoba Best Practice Mission on Sustainable Tourism: Details

• Will be held in Manitoba at a new resort that is already winningsustainability awards

• Invited participants will be primarily SMEs

• Bring in a few speakers = less travel; local facility

• Experiential elements:– Behind the scenes at the hotel

– Visits to local food suppliers

– Stops at regional attractions, e.g. Oak Hammock Marsh

– Participate in interpretative program

– Include Parks Canada and Manitoba Parks perspectives

Implementation: First Example (cont.)

Travel Manitoba Best Practice Mission on Sustainable Tourism: Details

• Outline– Background about sustainable tourism: ensure everyone has

similar level of understanding

– Conversations with guests and Manitoba sustainable tourism award winners: lessons learned and idea generation

– Self-assessment for each business and also provincially: identify successes and area of improvement

– Identify key need in business that might be addressed through tools in Toolkit

– Develop action plans: follow-through and follow-up

– Communicating these actions and successes

Conclusion

• Canadian tourism industry is increasingly embracing sustainable tourism

• Toolkit beginning Phase 2: dissemination, testing, use. Specifics will unfold over the next few months.

Translating the opportunity into action!

Questions? Comments? Ideas?