Embedding Sustainable Development in

Tourism Strategies

Presented by Noki Dube, Cape Town Routes Unlimited

22 June 2005

Introduction Tourism as a key economic driver is tasked with making a

meaningful contribution towards sustainable growth

Identifying acceptable parameters of change and balance

Requirement for integrated planning, management and control; intergenerational equity; creation of a sense of place and identity; tackling poverty and promoting equity; practicing good governance

Unpack, understand and measure benefits

Properly planned and managed tourism is a powerful tool and contributor to sustainable development

Adopted guidelines and management practices for sustainable tourism development have been agreed to nationally and provincially

These have been applied and incorporated into the Cape Town Routes Unlimited operational model as the destination marketing organisation for Cape Town and the Western Cape

Tourism perspective: Triple Bottom Line

Focus on three themes of sustainable development, i.e. Economic Socio-cultural Environmental

Underlying message: A recognition that tourism brings about change –positive and negative in destinations. The choice is ours. Informed decisions are vital. Integrated planning and management is key. Success hinges on all of us with a direct or indirect interest in tourism to assume responsibility.

Sustainable Development Trends

Sustained interest in and commitment to sustainable development stands out as least likely to grow out of fashion: it grows in importance and has moved beyond the overtly environmental lobby into the wider public domain, including the corporate sector

Sustainable Development Trends (continued)

JSE Securities Exchange Social Responsibility Index is the local manifestation of how this has taken hold in South Africa

Companies locally and worldwide are looking more assiduously at Triple Bottom Line (short- term gains vs long-term loss) Certain resources simply are not renewable

Sustainable Development in the Tourism Context

Why is sustainable development important in a tourism context? According to World Commission on Environment and Development

‘sustainable development meets the needs of the present without compromising the ability of future generations to meet their

own needs.’ Of particular importance ‘meeting the needs of the present’ is

critical given our need for job creation Also ‘without compromising the ability of future generations’. We

have the opportunity to ensure that today’s generation does not harm tomorrow’s”

Sustainable Development in the Tourism Context (continued)

The World Tourism Organisation: “that development that meets the needs of the present tourists and host regions while protecting and enhancing the opportunities for the future”

Implies the management of all resources in such a way that economic, social and aesthetic needs can be fulfilled while maintaining cultural integrity, ecological processes, biological diversity and life support

Strong parallels with Africa, South Africa, and the Western Cape

Sustainable Development in the Tourism Context (continued)

Sustainable tourism includes: Responsible Tourism Community Tourism Ethical Tourism Pro-poor Tourism Eco-Tourism

Sustainable Tourism Legacy in SA

In 1996, SA Government issued a White Paper on development and promotion of tourism, in which responsible tourism was described as a necessity

National Responsible Tourism Guidelines for South Africa

The Cape Town Declaration: called for a more balanced relationship between hosts

and guests in destinations, the creation of better places for local communities and

indigenous peoples, recognition that this can only be achieved by government, local communities

and business co-operating on practical initiatives in destinations

Emerging Tourism Entrepreneurial Awards launched by SA Tourism supplemented by the Imvelo Awards

Sustainable Tourism Legacy in SA (continued)

A Fair Trade in Tourism South Africa trademark that recognises certain special tourism ventures for responsible tourism

Tourism BEE Charter and Scorecard – key performance targets; challenge rests with implementation, measurement and accountability

We are well positioned to set best practice examples of addressing sustainable tourism development

Achieving Sustainable Tourism Our vision encapsulates our attitude towards

sustainable tourism “Leading excellence in promoting sustainable

growth and pride in the Western Cape to make a difference in life experiences”

How then do we Facilitate and promote sustainable development in

tourism for our region? Encourage a break from ‘enclave’ tourism? Manage increasing tourism numbers? Ensure that sustainable and responsible tourism are

mutually inclusive?

Our Commitment to Achieving Sustainable Tourism

At the outset, the tenets of responsible tourism were infused into our core working document, our Business Plan. Our goals are: To establish a winning destination brand To ensure an inclusive and equitable industry To maximise marketing impact and resources

To improve the Business : Leisure Ratio

Entrepreneurship and enterprise drive business Investment in SMMEs’ access to market opportunities

(Indaba and Cape Tourism Showcase) Our partnership with one of the most recognised on-line

tourism portals, 6 regions and 68 towns already trained on the new e-business platform, 1000 accomodation establishments targeted for 2005/6

Targeting the domestic market to create “tourists in own country” and encourage commercial possibilities by business to the opportunity

Triple Bottom Line: Economic objectives

Building on the strong base created by mainstream tourism businesses

Encouraging the development, positioning and selling of new products/experiences as well as innovation excellence and packaging ; creating a year-round destination

Focusing on extending the season of enterprises and the destination (events, business tourism, smarter target marketing, yield management)

Supporting mentorship and educational programs Sending the right messages: e.g buy locally-made

goods, use locally provided services in order to strengthen linkages along the value chain whilst reducing leakages

Triple Bottom Line: Economic objectives

Triple Bottom Line: Social objectives

Social Objectives (promotion and preservation of culture)

Involve the community in planning and decision-making Assess social impact as a pre-requisite to developing tourism Maintain and encourage social and cultural diversity Be sensitive to our host culture

Education and awareness are important components of the social aspects of Triple Bottom Line. Our schools’ project to develop future tourism ambassadors and participants is an example

Culture and Heritage – e.g Cape Care Route, Cape to Namibia Route, rock art, festivals, arts and crafts, story- telling etc are examples of sharing our cultural product offering “Access the Cape” Campaigns Educating tourists regarding our local cultures Encouraging use of local guides in communities Promote an inclusive and equitable industry

Triple Bottom Line: Social objectives

Triple Bottom Line: Environmental objectives Environmental Objectives

Assess environmental impacts as a prerequisite to developing tourism Sustainable use of local resources, avoid waste and over- consumption Maintain and encourage natural diversity

Expand the tourist season, while putting no undue strain on environmental resources

Responsible tourism is not only the reserve of environmentalists, change is also taking place in holidaymaker aspirations

When asked if they would be more likely to book a holiday that has a written code to guarantee good working conditions, protect the environment and support charities in the tourist destination, UK market feedback: In 1999 45% said yes In 2001 52% said yes In 2004 80% said yes

Environmental sustainability has clearly moved beyond Greenpeace to become a business imperative. It has moved from supply side to demand side

Triple Bottom Line: Environmental objectives

Way forward

Leadership in industry requires an understanding of balance:

Our companies/businesses and destination needs to understand the context of sustainable development

We need to integrate environmental, economic and social aspects and balance short term wants with long term needs

We need to establish a direction and clarity of purpose through integrated corporate/destination visions and strategies

Way forward cont’d We need to continue bringing sustainable development to

the core of our businesses

We need to take action, seeking out opportunities for radical change through innovation, building human capital, achieving equitable business, achieving an inclusive industry, and continuous learning to accelerate performance improvements and enhance competitive edge

We have these companies in the Western Cape and South Africa. As a destination we must continue to be progressive and delivery focused… alive with possibilities and proudly South African!

Conclusion

Ignoring sustainability, whether economic, social or environmental constitutes the biggest risk to our tourism industry. Fortunately, here in South Africa and the Western Cape I believe we got to it early enough. Let us not lose focus nor momentum and continue to assume responsibility in a sustainable manner….

“We have a good platform from which to launch a concerted drive to higher and more sustainable growth. Our prosperity depends not only on what we do, but how we do business together” Dr Mamphela Ramphele, June 2005