visit a joint initiative on tourism ecolabels in europe naut kusters european centre for eco and...
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VISITA Joint Initiative on
Tourism Ecolabels in Europe
Naut Kusters
European Centre for Eco and Agro Tourism (ECEAT)
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The European labels for sustainable tourism
• Since the late eigthies
• Diverse background and geography
• Different criteria and procedures for certification
40 +Ecolabels in Europe...
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Moving the market towards sustainability
Consumer demand exists:
• Environment friendly accommodation: 41%
• Low traffic levels and good public transport: 35 %
• Certified products in travel catalogues: 19 %
• German Travel Analysis
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Moving the market towards sustainability
Tour operators demand:
• Responsible entrepreneurship
• Pressure from society
• Pressure from host country (Alps)
• Influence of nature- and environmental organisations
• Environment = quality +
• It pays to go green
• Clean environment is precondition for tourism
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The European labels for sustainable tourism
Marketing not succesfull:
• Reliability not clear
• Too many labels: confusing for consumers
• Lack of information and overview
• No funding and marketing expertise with ecolabels
• Tour Operators lack capacity to invest in sustainable product development
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The European labels for sustainable tourismVISIT, Voluntary Initiatives for Sustainability in Tourism
4 goals:
• Common Basic Standard
• European roof-organisation
• Joint image campaign
• Marketing of certified products
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Management:Basic ISO norms
Environmental management
Clear minimum standards
Independent inspection: 1-3 years
Monitoring of effects
Training of staff, information to guests
Requirements for VISIT Ecolabels
Environment:Protection of Nature and
landscape
Use of eco-friendly products
Low water and energy consumption
Use of sustainable energy
Reduction and recycling of waste
Public Transport, soft mobility
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Moving the market towards sustainability
Austria - the Austrian ecolabel
Blue Flag - for a clean beach holiday
Green Globe 21 - a global certificate
Green Tourism Business Scheme - green tourism in Schotland
Legambiente Turismo - recommened by Italian nature organisations
Den Groenne Noegle - The green
key in Denmark
Les Clefs Vertes - the French ecolabel for campsites
Luxemburg - the luxembourg ecolabel for accommodation
The Netherlands - the environmental barometer
Scandinavia - the “nordic swan” for hotels
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The European labels for sustainable tourism
Roof organisation
• Accreditation organisation for ST initiatives
• Accommodations, destinations, transport,….
• Accreditation committee for ecolabels
• Members: All types of Tourism Ecolabels
• Advisors: Consumer & Environment & Tourism Org.
• Linking with global Sustainable Tourism Stewardship Council initiative
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Joint image campaign”Caring for the
Environment ... ...is Caring for the Visitor”
2002: contribution to the International Ecotourism Year
Advertisement page and articles in magazines
Stand and exhibition at fairs
Dissemination of brochures, mini cards
Presentations and discussions at conferences,
workshops, international events
Internet: www.yourvisit.info makes the difference”
joint image and promotion Campaign
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Caring for the environment…..…..is caring for the visitor
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Internet
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Standardised questionnaire and d-base
Inventory of 1000+ accommodation and other certified
products (beaches, marinas, destinations, etc.)
Short print version with 100 appetisers, all addresses
2003: web site for free search with map of Europe
Launch at RP 2003
Links from/to partners’ & supporters’ web site
Integration of VISIT products into web-site Eco-tour (NFI)
VISIT Holiday Guide
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The European labels for sustainable tourism
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Marketing - tour operators
Www.greentravelmarket.info
• Launched in 2003 • Matching tour operators with sustainable products • Global: products and market • 500 + Tour Operators• Matchmakers• Marketing information • Visits of fairs
The European labels for sustainable tourism
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30 Supporters:
European Environmental Agency
• German alliance of touroperators
• IUCN + WWF Netherlands
• ANWB / ADAC
• European Travel Commission
• Travel Unie
Initiators :
• ECEAT
• ECOTRANS
• NFI
• ARPA
• Reisepavillon
The European labels for sustainable tourism
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The European labels for sustainable tourism
www.yourvisit.info makes the difference