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A planning process that positions a region as environmentally responsible, reducing CO2 emissions and adapting to climate change
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IIPT International Conference 2011
Lusaka, Zambia
TATA Sustainable Tourism Destination Development Strategy:
-a quadruple bottom line approach Commune de Tata: Southern Morocco
May 15-20, 2011
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DESERT DESTINATION
Strengthen the regional Tata
economy through sustainable tourism
Engage entire supply chain
Solicit political support
Understand market demand for green destinations
Build on Oasian + Nomad values and lifestyles
Transfer green technology
Access traditional knowledge
Desert, Oasis + Nomad Culture
Protect the Oasis Support Local Culture
Heritage and Landscape
Protect heritage Respect landscape
TATA Strategic Planning Process
PHASE 1 - Mission – Goals - Objectives - Stakeholder Participation
PHASE 2 - Resources Analysis, - Market demand - SWOT
PHASE 3 - Product Market
Matching - Product
Opportunities Selection
PHASE 4 - Sustainable
Principles, - Carbon emission reduction
PHASE 5 ACTION PLAN - Infrastructure - Technology
– Training - Marketing-
Issues Supporting a Low Carbon Approach
Climate change and income insecurity
Loss of oasis resources and income Date and agriculture production Water management Desertification
Transformation of oasisan culture
Local Knowledge: Living with a hotter planet
Restore traditional irrigation + farming
Stop exodus of regional youth
A ‘Quadruple Bottom line’ Approach 1. Environment 2. Economics 3. Social +community 4. Carbon emission reduction
Knowledge of living with extreme heat conditions
Water distribution conservation system
Traditional ambient architecture:
materials, construction techniques, layout, ventelation
Community cohesion
Strong political will
Agency Support
Unique, diverse and attractive landscape
Rich craft production
International Access: Airport Agadir
Relatively remote and pass through region
Unknown as a tourism destination and inadequate marketing
Limited hospitality services
Loss of creative youth and technical skills
Loss of oasis production capacity
Community fear and insecurity
No sustainable tourism initiatives
Little access to climate change training
Carbon Responsible Destination
Tradition knowledge on
living with extreme heat
Serious Climate Change Impacts
Attractive Resources
Market interest Stakeholder
Support + Political will
Access to current green technologies
TATA Destination Carbon Reduction Principles
• New technologies • Green management • Material sourcing • Climate adaption • Manuals techniques
• Bulk purchasing • Local buying • Organized travel and pick-up
• Recycled materials
• Cycling • Hiking • Walking • Mule/horse
• Solar panels • Ceiling Fans • CFL • Operations Manuals • Retrofitting • Waste Management
Facilities Tours
Training Purchase Procedures
Phase I
• Climate Change Visitor Interpretation Center (Tata) • Destination oriented Green Marketing + Certification • Green management training and manuals (owners, operators, authorities) • Carbon free touring packages (cycle, mule, oasis walk) product development
Phase II
• Expanded Trail planning and development • Green Technology Fund (Solar panels, water recycling, • Regional Purchasing Policy (Bulk buying, local purchasing) • Employee responsible hospitality service training
Phase III
• 2030 Carbon Neutral Action Plan • Low carbon accommodation (bivouac, restored Kasbahs) • Carbon reduction award program • Expand local food and furniture production (SME support)
Carbon Neutral Destination in
2030 Carbon Neutral Action
Plan (2015 – 2030)
Carbon free tourism activities
Local production and purchases
Carbon offsets Oasis expansion
Palm tree plantations
Low Carbon accommodation and restaurants
Sustainable Tourism Policy and Implementation Manual Meeting the challenge through knowledge and awareness
