Global Issues and Solutions for a Sustainable Tourism - Part 2 - by Florie Thielin

GLOBAL ISSUES & SOLUTIONS

FOR A SUSTAINABLE TOURISM

By Florie Thielin, Master's level course – 2017

PART 2

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This presentation was produced with the intention

of being openly utilized by the public and other

professors in order to help the progress of the

tourism sector towards more sustainability.

It may be broadcast and used freely. If you find it

particularly useful, feel free to send out a quick

message to the author, Florie Thielin, you will make

her day !

Email : floriethielin@gmail.com

Summary

Part 2 A. Case Studies

B. Good practices in the industry

1. Corporations vs SMEs

2. Corporations

3. Greenwashing vs. Greenhushing

4. SMEs (Small and Mediums

Entreprises)

5. Tools and tips

Summary

Part 2 A. Case Studies

1. Corporations vs SMEs

2. Corporations

4. SMEs (Small and Mediums

Entreprises)

5. Tools and tips

C. Niche Markets

1. Community-based

2. Nature / Ecotourism

3. Birdwatching

4. Slow tourism

5. Dark tourism

6. Last chance tourism

7. Transformative tourism

D. Communication

A. Case Studies

1. Instructions

Your company was recently awarded and you’re presenting its case during a

conference about sustainable tourism at IBTM Barcelona :

Your company : What are its story, vision and good practices ?

Issues : Which are the main tourism challenges faced by its destination ?

Perspective : And what next in the future ?

1. Instructions

Make teams of 2 students.

Choose a tourism companies which was awarded in the past.

Look for information online and contact at least one pertinent contact in the

destination to ask him/her about the main tourism issues faced in the

country/region/city.

End up with creative ideas of new and pertinent good practices that the

company could implement (present them as if there were indeed the

company plans for the future).

Present your case study to the class (15 min) on Monday 11th Dec.

The best presentations might be showcased on an article published on one

of those medias : Voyageons-Autrement / TV5MONDE / Sustainability-

Leaders / Travindy / Hopineo

2. Certifications & Awards

2. Webography – websites

In English :

Travindy : media

Sustainabilty Leaders : media

UNWTO : United Nations World Tourism Organization

See the list of international organizations on Hopineo.

In French :

Voyageons-Autrement : portail d’information

ATD – Acteurs du Tourisme Durable : association française professionnelle

ID Tourisme : blog du consultant Guillaume Cromer

Hopineo : plateforme collaborative

English & French : The Conversation

2. Webography – social media

Look for specific hashtags on Twitter like :

#SustainableTourism

#IY2017 & #TravelEnjoyRespect (using Hootsuite, tweetdeck)

Ask questions on specific Facebook groups like :

Irreponsible Tourism

Global Ecotourism Network

Connect with pertinent tourism professionals on

LinkedIn to ask them questions.

3. Criteria of assessment

Topic well addressed and illustrated (with examples, pictures, patterns).

Transparency & pertinence of data sources and investigation method.

Quality of the oral presentation.

Appealing Power Point, well structured.

1. Corporations vs. SMEs

What’s the most sustainable ?

What’s the most sustainable travel agency ?

What’s the most sustainable accomodation provider ?

What’s the most sustainable restaurant ?

The big involvement of the smallest ones is usually

the most « sustainable », but…

…the little changes of the biggest ones,

can also generate big impacts.

Read : ”Interview with Kevin Teng on Sustainability Practices at Marina Bay Sands, Singapore”

An example :

Other companies can now also get

affordable environmental friendly materials.

Encourage

suppliers to

provide

alternative

solutions and get

certified.

What do you think of

Read : “McDo France lance un burger végétarien”

A way to decrease

world meat

consumption ?

What do you think of

Read : “McDo France lance un burger végétarien”

A way to get even

more market

shares ?

2. Corporations

Could a tourism industry

without « big multinational corporations »* exist ?

* talking particularly about publicly traded companies owned by shareholders.

2. Corporations

Yes please!

Always more $$ for rich shareholders

Leakage issues

Tax havens

Unfair competition

Lobbying

Not really…

Capital investment needed (for infrastructures)

Cheaper, better marketed : tourists are buying anyway.

without « big multinational corporations » exist ?

We don’t need : But :

2. Corporations

Yes please!

Leakage issues

Tax havens

Unfair competition

Lobbying

Not really…

2. Corporations

Yes please!

Leakage issues

Tax havens

Unfair competition

Lobbying

Not really…

Watch the video :

« Airbnb, l'autre visage d'un géant

du partage - Tout Compte Fait »

2. Corporations

Read the article :

« La carte Airbnb permet

d’échapper au fisc »

The example of Airbnb

So how can the negative impacts of big tourism coporpations be reduced ?

We need first to better understand their way of thinking.

2. Corporations

How does a publicly traded company owned by shareholders work ?

Watch the video :

« Social Responsibility Perspectives: The Shareholder and Stakeholder Approach »

2. Corporations

Watch the video :

2. Corporations

Watch the video :

2. Corporations

Shareholder Model

Profit maximixationto make money for

shareholders.

Stakeholder Model

shareholders...

…through satisfyingmultiple stakeholders.

Different approaches to social responsibility :

2. Corporations

Shareholder Model

shareholders.

Stakeholder Model

shareholders...

2. Corporations

Shareholder Model

shareholders.

Stakeholder Model

shareholders...

2. Corporations

Shareholder Model

shareholders.

Stakeholder Model

shareholders...

• Special interests groups

• Media

• Customers

• Employees

• Investors

• Suppliers

• Governments

• Communities

Primary and Secondary stakeholders :

2. Corporations

Shareholder Model

shareholders.

Stakeholder Model

shareholders...

• Special interests groups

• Media

• Customers

• Employees

• Investors

• Suppliers

• Governments

• Communities

Primary and Secondary stakeholders :

2. Corporations

Watch the video :« Creating sustainability value »

More concretely, how can a business create value

for its shareholders through sustainability ?

2. Corporations

Video : « Creating sustainability value »

2. Corporations

Having said all that,

let’s lauch our own CSR Awards !

*Corporate Social Responsibility

2. Corporations

Hotel Groups

2. Corporations

Hotel Groups

6,000 properties

in 122 countries

2. Corporations

Hotel Groups

5,000 properties

825,00 rooms

in 103 countries

2. Corporations

Hotel Groups

5,221 properties

777,675 rooms

in 100 countries

2. Corporations

Hotel Groups

4,200 hotels

600,000 rooms

in 95 countries

2. Corporations

Hotel Groups

214 properties

41,000 rooms

in the Nordic countries (Sweden, Norway, Denmark, Finland)

2. Corporations

Hospitality, Leisure & Entertainment

Online Travel Agencies (OTA)

2. Corporations

Airlines Companies

2. Corporations : good pratices ?

Which concrete actions are takingthe biggest tourism companies ?

Choose one corporation (from the list or another one of your choice!)

Have a look at its CSR policy

List one concrete action that you particularly liked (with clear numbers, transparency and proofs ?) and present it to the class.

Listen to the others, you’ll be part of the jury, and together we’ll vote for the 3 finalists and the winner !

Google Sheet

2. Corporations : alternatives ?

It’s a real challenge for new platforms to emerge as the bigger players have :

• Particularly for technologies investmentand marketing.

Enormous budgets

• Of service providers and customers.

Huge communities

Ex : Possibility to connect with

a channel manager ?

2. Corporations : alternatives ?

It’s a real challenge for new platforms to emerge as the bigger players have :

• Particularly for technologies investmentand marketing.

Enormous budgets

• Of service providers and customers.

Huge communities

Ex : Possibility to connect with

a channel manager ?

Greenwashing

Greenhushingversus

Greenwashing ?

Read : Hotel ‘greenwashing’ dirties eco-friendly reputation

When a company is

communicating about being “green”

but doesn't do much.

Greenhushing ?

Read : Greenhushing: why some sustainability committed accommodation

businesses only communicate 30% of what they do

When a company is

implementing great “green” initiatives

but doesn't communicate about it.

Greenhushing ?

Read : Greenhushing: why some sustainability committed accommodation

businesses only communicate 30% of what they do

When a company is

implementing great “green” initiatives

but doesn't communicate about it.

• Lack of communication budget and skills

• Choosing to not communicate as they perceive

that the customers might :

• not care,

• link it to a low quality offer,

• question (greenwashing or real ?).

4. Small & Mediums Entreprises

Which concrete actions are taking

the smallest tourism companies ?

Watch some of the following short documentaries.

Which Hopineo category & GSTC criteria do they correspond to ?

Construction

Social Responsibility

Local Development

Travelers’ awareness

Local Heritage & Biodiversity

Energy

Agriculture & Catering

Transport

Concrete examples of good practices on www.Hopineo.org

Good practices documented during my 2 years through Latin America :

4. Tools : to measure

How to measure sustainability ?

Let’s have a look at a few tools that already exist

or in development.

How to measure sustainability ?

Pick up one tool, have a look at it and present it to your

colleagues !

• Betterfly softwares :

• Hotels : Environmental label & Winggy

• Restaurants : Edgar

• Destinations : Green Passport

• CCI Business Optimizer

• Info Compensation Carbone

• Hotel Footprint Tool

• The Global Sustainable Tourism Dashboard

Environmental labelling

Read : « L’affichage environnemental se déploie dans les hôtels en France »

Experimented since 2011 in France, it might become an obligation in the future for hotels ?

Winggy

For hotels : environmental impacts assesment and reduction.

For restaurants : food waste assessment and reduction

Read : « Energy Efficiency in the Kitchen »

Green Passport

For destinations : impact assessment and reduction.

CCI Business Optimizer

For hotels and restaurants : compare and reduce your consumption.

Info Compensation Carbone

For everybody : compensate your CO2 emissions

Read : Evaluer, réduire, et compenser ses émissions de CO2

Hotel Footprint Tool

For hotels : measure and compare your hotel carbon emissions and energy use.

Global Sustainable Tourism Dashboard

For destinations : impact assessment and reduction.

Global Sustainable Tourism DashboardHow can tourism help achieve the 17 Sustainable

Development Goals (SDGs) of the United Nations (UN) ?

What share of the global tourism business happens in developing countries ?

How is tourism distributed around the planet ?

What’s the total global passenger carbon dioxide emissions ?

How efficiently are energies used in the hotel industry ?

How many natural World Heritage sites have a tourism management plan ?

What’s the proportion of female employed in the tourism workforce ?

How many deaths per year due to terrorism acts that involve tourism ?

4. Tips : for start-ups

How to start and help with financing your

sustainable tourism initiative ?

• Join a network or incubator

• Start a crowdfunding campaign

• Hire a consultant, such as GoodProject

• Apply for subventions : « Guide des

financements de l'UE pour le secteur du

tourisme 2014-2020 »

Read : Comment financer ma démarche de tourisme durable

You’re an entrepreneur in tourism,

and you are looking to start off on the right foot your business,

which incubator / accelerator could you join ?

Google Sheet

ParisQuébec

Amsterdam

Troyes Nantes

Why joining an incubator / accelerator ?

• Let’s list the different reasons you found

What’s the difference ?

Incubator

• + Innovation

• Coworking space with no set schedule.

• Often focused on a specific market or vertical.

• For France : www.mon-incombateur.com

Accelerator

• + Scaling a business

• One-shot program with a set timeframe : from a few weeks to a few months.

• More selective application process.

• Usually in exchange for a small amount of equity.

• Pitch at the end attended by investors and media.

Read « Incubateur de startup, accélérateur, comment ça marche ? »

C. Market Segments

Market Segments

Sustainable tourism is

NOT a market segment !

But some market segments can

be considered as more

“sustainable” by their core

nature.

Which ones do you think of ?

Market Segments

Market Segments – by motivations

Nature Sport CultureWellness

Some examples :

Community-

Adventure

Climbing

Wildlife,

birdwatching

Creative

Religious

Diving, surf

Photography

Culinary

History

Cycling

Agrotourism,

rural, productive

tourism

Trekking, hiking

Street art

Market Segments – by demography

Tourism for all

Life cycleMinorities

Backpackers

Flashpackers

Families

Seniors

Accessible

Market Segments – transversal

Dark tourism

Transversal concepts

Last chance

tourism

Voluntourism

Transformative

Slow Tourism Microadventures

Market Segments

Let’s have a closer look to some of them !

Market Segments

• Pick up one niche market Google Sheet

• Review links and/or make additional researches

Give a short definition.

List a few concrete examples (destinations / sub segments / trends )

What else did you learn you’d like to share with the class ?

1. Community-based tourism (CBT)

See : Some Proposed Models for Successful Community Based Tourism

Tourism activities should not damage the local community’s way of life or traditions. Usually

the ‘community’ works with a local tour operator. The local people get a fair share of the

benefits and profits. They also have a say in how incoming tourism is managed.”

Source : CBI

What is it ?“CBT aims to include local communities in

tourism. The most important aspects are:

benefitting local communities

(especially rural or indigenous

people),

contributing to their wellbeing,

preservation of their cultural and

environmental assets.

1. Community-based tourism (CBT)

Examples ?In Latin America :

Andean Lodges in Peru – video

LARECOTURH in Honduras – video

Tusoco in Bolivia – video

ASTURS in Peru – video

Ecuador, Amazon – video

Bonete, Ilhabela island, Brazil – video

Networks of associations through Latin America :

RedTurs, Travolution, Alba Sud, Village Monde

Read the CBI market study

What is it ?“Nature tourism is based on experiences directly related to

nature. Enjoying nature is the primary motive for travelling.

According to the Rainforest Alliance, nature-based tourism

accounts for about 20% of international travel.

It focuses on:

natural landscapes,

flora and fauna

lifestyles of people living in natural environments.

It includes a wide range of ‘soft’ activities, for example:

camping, staying in a rainforest lodge, a boat trip,

walking, hiking, visiting a national park or wildlife

observation.”

Source : CBI

Examples ?According to industry experts, popular nature and eco tourism destinations include:

Costa Rica, Ecuador, Brazil, Cabo Verde, South Africa, Botswana, India, Indonesia, Thailand.

Source : Protected areas categories by IUCN

Examples ?Different kind of protected nature areas that can be visited :

National Park

Wildlife sanctuary

Protected and reserved forests

No human activity inside the

buffer or core zone. Tourism is

permitted in some specific areas.

Some human activities are

permitted, such as indigenous

people living inside.

Biosphere reserve+ strict

Examples ?Different kind of protected nature areas that can be visited :

Biosphere reserve :

Notified areas which

cover a larger area of

land which may cover

multiple National Parks,

Sanctuaries and reserves

as well.

See the UNESCO’s Man &

Biosphere program.

3. Birdwatching

What is it ?“Birdwatching tourism or avitourism refers to travel with the main

purpose of viewing birds in their natural habitat.

As it is centred on components of the natural environment, birds

and their habitat, birdwatching tourism is a subcategory of

nature-based tourism. This type of tourism takes place mainly in

natural environments, with the specific purpose of viewing and

experiencing the natural features of a destination.”

Source : CBI

3. Birdwatching

Examples ?In Latin America :

Canopy Tower in Panama

Mindo, Ecuador

Birdwatching Costa Rica

Watch the movie The Big Year (2011)

See Better attract birdwatchier travelers

4. Slow tourism

What is it ?

“Slow tourism : become part of local life and to connect to a place, its people, its

culture, by traveling more slowly, taking time to focus on one region of a country,

walking or biking for example.”

5. Dark tourism

What is it ?

“Dark tourism : tourism involving travel to

places historically associated with death

and tragedy.”

“Chernobyl Tour”

Ukraine

“Pablo Escobar Tour”

Medellin, Colombia

6. Last chance tourism

What is it ?

“Last chance tourism : tourists want to see

vanishing landscapes/seascapes,

disappearing species, ancestral cultures

before it is too late.”

7. Transformative tourism

What is it ?

“it’s travel motivated and defined by a

shift in perspective, self-reflection and

development, and a deeper communion

with nature and culture.”

D. Communication

How to effectively communicate ?

To Conclude

Key Takeaways

Which economical, social, and environmental impacts may have tourism on a destination / on the planet ?

What can governments / tourism boards, tourists and tourism companies do to reduce the negative impacts ?

Which reasons can make a tourism company want to become more “sustainable” ?

Which are the pros and cons of sustainable tourism certifications for the companies ?

What’s the difference between the shareholder and stakeholder models ?

What do we call “greenwashing” ? “greenhushing” ?

Which niche markets that can be considered as more “sustainable” ?

Watch again the movie “tomorrow” and read the article “Tourismophobie, le grand bal des hypocrites”

To Conclude

Working in “sustainable tourism” ?

Sustainable tourism is not a niche or a key skill.

Develop the set of skills you like the most

(marketing, operations, management etc…)

And choose to work for a company that follows

your values.

Or start your own business !

Read : Travailler dans le secteur du tourisme responsible ?

To Conclude

You’re the next generation !

To Conclude

So, will you choose to be

ostruch or hummingbird ?

To Conclude

Nobody is 100% sustainable.

It’s a path you decide to take :

using common sense, thinking long

term for the company & its various

stakeholders, and keeping this in

mind in all daily decisions.

To Conclude

Conclusion of the movie “Demain”, from ,1m53”06

To Conclude

• Manger bio et peu de viande

• Opter pour un fournisseur d’électricité renouvelable

• Acheter dans des commerces locaux et indépendants

• Changer de banque

• Réduire, réutiliser, recycler, réparer, partager…

To Conclude

Create positive impacts

Reduce negative impacts

Take Responsibility

Start to follow :

In French :

Voyageons-Autrement : portail d’information sur le tourisme responsable

ATD – Acteurs du Tourisme Durable : association française professionnelle

ID Tourisme : blog du consultant Guillaume Cromer, chaîne YouTube

Hopineo : plateforme collaborative pour collecter les bonnes pratiques

Veille info tourisme : weekly newsletter

English & French :

The Conversation : articles écrits par des chercheurs et universitaires

In English :

CBI : many market studies by the Dutch ministry of foreign affairs

Travindy : media

Sustainabilty Leaders : media

Ideas of books to read :

5 books recommended by Sustainability Leaders :

“Overbooked: The Exploding Business of Travel and Tourism” by Elizabeth Becker (Simon & Schuster, 2013)

“International Cases in Sustainable Travel & Tourism” by Dagmar Lund-Durlacher & Pierre Benckendorf

(Goodfellow Publishers, 2013)

“Green Growth and Travelism: Letters from Leaders” by Geoffrey Lipman, Terry DeLacy, Shaun Vorster,

Rebecca Hawkins, and Min Jiang (Goodfellow Publishers, 2012)

“Taking Responsibility for Tourism” by Harold Goodwin (Goodfellow Publishers, 2011)

“Sustainable Tourism in Island Destinations” by Sonya Graci and Rachel Dodds (Earthscan/Routledge, 2010)

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