r:travel, official magazine of the Virgin Holidays Responsible Tourism Awards 2008 by Alex Lyons

EXCLUSIVE

Your guide to the Virgin Holidays Responsible Tourism Awards

of the best responsible trips Green wash or green warrior?

and the winners are...

Can you get it right in the credit crunch? www.responsibletravel.com Holidays that respect destinations and local people

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| CONTENTS |

THE AWARDS 28 30 34 38 42

48 52 58 64 70 76 80 84 90

• • • • • • • • • • • • • •

FEATURES 6

| Can responsible tourism beat the credit crunch?

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r:travel | 3

| WELCOME | and destroy local culture. So they are taking measures to attract the right kind of tourism that will help their natural and cultural heritage to flourish and be a sustainable source of income and pleasure for future generations, rather than packing a resort to the max.

NEW FOR 2008 The Awards never stand still, and this year we launch a new Responsible Cruise or Ferry Operator Award. This award recognises that while aviation has been subjected to scrutiny for some time now, cruise operators have slipped below the radar. We created this Award to set the bar for responsible cruise and ferry operators and hope that – as in other categories – it will be raised year after year as operators compete to make the best environmental and social impact both on board and in their destinations. To find out what all the fuss is about, and to join us in congratulating the winners, dive in to our Awards section packed full of features and interviews with this year’s winners – but don’t blame us if you’ve booked

It’s wonderful to be back again with our second issue of r:travel, and the chance to celebrate all the amazing achievements of the winners of our Virgin Holidays Responsible Tourism Awards 2008 – the most competitive of their kind in the world. The aim of the Awards is to inspire tourists and the travel industry by showcasing what it is possible to accomplish through responsible tourism.

SINCE responsibletravel.com launched in 2001, we’ve found that telling the stories

a holiday before you reach the back page! For more information on the Awards

behind our holidays, how they help conserve

and how they are judged, and to read about

natural habitats and benefit local people, is

winners past and present, head over to www.

an incredibly powerful way to create change.

responsibletourismawards.com

The Responsible Tourism Awards enable us

We would like to finish with a huge thank

to pick the most innovative, replicable and

you to our Awards partners, Geographical

groundbreaking stories in responsible tourism

magazine and World Travel Market who

and share them with the world.

have been with us from the beginning, and

I believe that since responsibletravel.com

Telegraph Travel and BBC World News who

founded the Awards in 2004, responsible

we welcome on board this year. Our thanks

tourism has finally come of age. No

go also to our headline sponsor, Virgin

longer just a specialist niche for diehard

Holidays, all our category sponsors, and our

environmentalists and human rights activists,

expert judging panel. With their support,

consumers now recognise that to travel with

the Responsible Tourism Awards has become

respect for local people and the environment

the most competitive and prestigious awards

gives you an experience that is more real,

scheme of its kind in the world.

more authentic and more enjoyable!

Here’s to the next five years!

Our Awards provide the proof as this year we received more than 1900 nominations for fantastic responsible holidays from members of the public, nearly three times the response five years ago. At the same time, destinations are waking

4 | r:travel

up to the fact that they need to be choosy

JUSTIN FRANCIS

when it comes to tourism; that tourism – if

Managing director,

managed badly – can drain natural resources

responsibletravel.com

Enjoy eco-friendly holidays in France!

A relaxing and natural spa break in the Loire Valley.

/Auvergne © Claire Poney nature

Nièvre © Gîte de France

For responsible tourism offers and bookings visit www.franceguide.com/nature

Stay at the Restigné manor hotel s bio spa from 102,5 per person for 2 nights A family break in Auvergne in the Claire Poney bio farm. air in the h es fr of th ea br Make your own bread and jam. A ral park in Massif Central natu anda Gîte. Stay in a tipi from 10 per an authentic WWF P person per night ek we 1 r fo le op pe From 260 for 4

Huttop ia campsite in the Rambouillet forest near Paris. Rent a roulotte from 158 for 4 people for 2 nights

| TRENDS

I N T R AV E L

What will an economic downturn mean for responsible tourism, often perceived as the ‘organic food’ of the travel industry – better for you, but it’ll cost you more? Pia Muzaffar Dawson finds out

about the impact of the credit crunch on

region,’ he said. ‘These countries are not

travel and tourism. Some industry pundits

only recognising the

insist that everything is ‘business as usual’,

development potential

but others are predicting a bout of

of travel and tourism

belt-tightening.

and therefore

But leading figures on the responsible

investing heavily in

side of tourism are more upbeat, predicting

new infrastructure

that an economic downturn may prove

and facilities, but

an opportunity to develop and promote

their citizens are

sustainable travel – with a growing UK trend

also seeing rapid

towards holidaying at home.

economic growth boost

The World Travel & Tourism Council

their incomes beyond the

(WTTC) predicted in January that the UK

level where international travel becomes both

travel industry would only be ‘moderately

a feasible and desired option.’

impacted’ by the effects of the global

Indeed, some sources suggest that UK

economic downturn. WTTC president

holidaymakers are not changing their travel

Jean-Claude Baumgarten admitted

habits as a result of the credit crunch. Earlier

challenges, but was positive about continued

this year market research carried out by TNS

development in tourism worldwide. ‘Tourism

Travel & Tourism found that only seven per

growth has been particularly rapid in

cent of British adults would allow the credit

developing countries with the fastest average

crunch to influence their holiday decisions.

growth in tourism arrivals in the Middle East

Almost one fifth still planned to take at least

6 | r:travel

ILLUSTRATIONS BY ELLA HUDSON

CONFLICTING MESSAGES are being heard

| TRENDS

I N T R AV E L

two holidays this year. Tom Costley from TNS said: ‘This data highlights a number of trends that suggest the UK holiday market appears to be resilient in the face of the economic downturn.’ So, what does this all mean for responsible travel? Most of those participating in the TNS survey said they would be taking their holidays within the UK and Ireland. There are hints that economic insecurity may actually be encouraging British travellers to follow the recommendations of many environmental organisations: cut down on flights and holidays abroad. Last month it was reported that British skiers are turning away from more costly

North American skiing holidays, preferring to take their winter breaks within Europe. Bookings to Europe have increased by up to 20 per cent despite those holidays becoming slightly more

industry. County councillor Peter Jones said: ‘With the credit crunch, the uncertainty of foreign travel and the weakness of the pound against foreign currencies, the idea of a three-day break is much more attractive. ‘In some respects people are not going

expensive, compared

for a week abroad but instead choosing

with the same time

two- to three-day holidays. We’ve noticed

last year.

a considerable increase in short-stay visits

The chief executive of VisitScotland, Philip Riddle, sees great potential for promoting local tourism as Brits save their money by taking fewer trips overseas.

where people come to cycle, to walk and enjoy the countryside and to visit some of the many attractions.’ Justin Francis, co-founder of responsibletravel.com believes that as well as offering a richer, more authentic, more

He says people are nervous

thoughtful experience for tourists, taking

about the implications of the global

a more local and responsible approach to

economic crisis. ‘I think one of

travel is actually a way in which

the things that will arise from that

holidaymakers can save money.

nervousness will be people considering staying closer to home for holidays. It’s a good time to capitalise on that.’ The tiny English county of Rutland is also enjoying the benefits to its tourism

‘A myth has developed around the relative costs of travelling responsibly. This has been fuelled by the ethical sectors of other industries such as organic food. The truth is, it doesn’t cost more to stay in locally-run

r:travel | 7

| TRENDS

I N T R AV E L

| are about changes in management rather than about philanthropy. Established firms already use their “responsible” approach to build customer loyalty. ‘Responsible Tourism also enhances the experience – a responsible tourism experience is a better experience; and as consumers take shorter or fewer holidays they will want to get more out of them.’ Ashley Toft, managing director of this year’s Responsible Tourism Awards Best Tour Operator winner Explore, which runs small-group adventure holidays around the world, has not yet seen any impact on their

benefits of the forward-thinking approach. ‘It’s untrue that responsible tourism cannot help companies to achieve a good financial tourism is the new way forward, yet many

of the country they are visiting, is right up

simply shy away from it with something

there as a spending priority. And our kind of

approaching embarrassment,’ she said.

trip is not in four or five-star hotels. Getting

lose their conscience in the credit crunch.’ At the recent ABTA Convention she pointed to the logic of improving energy efficiency while global fuel prices are on the rise, saying that ‘with rising commodity prices, smart businesses are concerned about recycling and cutting waste. ‘At a time when the “thrift agenda” is

cost more to use local guides. In fact, it costs

dominating the news, we all need to work

considerably less to do all these things.’

together to keep sustainable travel and the

‘We’re all looking for something a bit more real, more authentic. Once the myth has

environment front of mind,’ she added. Harold Goodwin, director of the

been exploded that tourists only want cheap

International Centre for Responsible Tourism

holidays in the sun, the demand will increase

expects responsible tourism to be part of the

and the responsible tourism movement will

strategy for survival of a significant part of

grow very significantly.’

the industry. ‘Responsible tourism is a form

Just as travellers may find that

of non-price competition – attractive in a

belt-tightening and sustainable living go

recession,’ he said. ‘Responsible Tourism is

hand in hand, those in the travel trade are

not primarily about money. Many of the

also being encouraged to take the worsening

most interesting and successful initiatives

economic situation as a chance to embrace responsible tourism. Echoing calls within the finance sector for significant restructuring according to a long-term vision, Fiona Jeffery, chairman of the World Travel Market, has called for tourism businesses to consider the financial

8 | r:travel

‘And for many people, having an adventure that gets them right under the skin

Hurdle also urges travel companies ‘not to

eat in locally-run restaurants and it doesn’t

like the way we do it, at least,’ he notes.

return. Making a profit from responsible

Travel Foundation chief executive Sue

accommodation, it doesn’t cost more to

sales. ‘That gives me confidence that people

good value is part of the whole ethos of this kind of travel.’

Pia Muzaffar Dawson is a writer for www.responsibletravelnews.com

Explore the Isle of

Kayaking within sight of giant basking sharks; scrambling up sheer rocky cliffs and towering stacks and taking death defying leaps into the Irish Sea. To say that Keirron Tastagh has an active and exciting life on the Isle of Man would be an understatement. But this isn’t just a hobby, this is what Keirron does for a living and he loves every single adrenalin fuelled minute of it. If you’d like to experience more of Keirron’s adventures on the Isle of Man, simply visit our website.

Discover island living at www.Visit Isle of Man.com

| TRENDS

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How to be a responsible traveller What is responsible travel – and why is it better for you, for your hosts and the planet? Here’s a reminder… RESPONSIBLE TRAVEL doesn’t sound exciting – if anything it sounds a bit onerous. Surely holidays are meant to be fun? Sadly, it’s a popular misconception that responsible travel is not about fun – that it’s travel for the woolly socks and lentils

BEFORE YOU BOOK YOUR HOLIDAY Cut the carbon – plan your route to minimise emissions. Travel by train and public transport where possible, and try to cut back on internal flights. If you can’t avoid flying, offset your emissions. Ask to see the tour operator’s policy for responsible tourism. All

brigade. And if your idea of a fun holiday is

responsibletravel.com members have to have one. Make sure it explains how

roasting on a crowded beach, getting tanked

they minimise environmental impacts and support the local economy.

up on cheap wine or lager, and laying siege to some corner of a concrete Costa, then no,

Beware greenwashing (see page 14) – quiz your hotel/accommodation to see if it really is eco-friendly.

responsible tourism is not about your kind of fun. But if you get your kicks from exploring the world – or even our own little bit of it – then this is for you. It’s a deeper way of travelling that brings you closer to local people’s lives, traditions, and cultures; and is about re-learning how to truly experience nature. It suits life’s adventurers who want real travel not faceless resorts.

BEFORE YOU TRAVEL Read up on local cultures and learn a few words of the local language – showing respect earns you respect Remove all excess packaging – waste disposal is difficult in remote places and developing countries Find out if there are useful gifts that you could pack for your hosts, local people or schools. www.stuffyourrucksack.com can help on this (see page 98) Ask your tour operator whether there are local conservation or social projects that you could visit on your trip, and how you could support them

It just takes a little more thought – all tourism has an impact on its destinations; the responsible bit is ensuring that the positive outweighs the negative. Responsible travel

WHILE ON HOLIDAY Hire a local guide – you’ll discover more about local culture and lives, and they will earn an income

respects and benefits the host communities

Buy local produce – rather than imported products

and environment. It’s less intrusive, but more

Do not buy products made from endangered species, hard woods or ancient artefacts

satisfying. You get a bit more out, but you also give a little something back. The travel industry has enabled us to visit many of the world’s most beautiful places, but the way in which the industry has operated has changed many of those places for the worst. Most of the profit has gone to large corporations rather than

Respect local cultures, traditions and holy places – if in doubt ask advice or don’t visit Use public transport, hire a bike or walk when convenient – it’s a great way to meet local people on their terms Use water sparingly – it’s very precious in many countries and tourists tend to use far more than local people Cultivate the habit of asking questions – rather than the Western habit of knowing the answers

local businesses; the environment has been damaged; and the tastes and demands of the

WHEN YOU GET BACK

visitors have pushed host cultures aside.

Give your tour operator or hotel feedback about your holiday, including suggestions on

Responsible tourism is not about being

reducing environmental impacts and increasing benefits to local communities.

po-faced: who wants to be a part of that?

Share your experience – you will find independent holiday reviews from travellers on

Neither is it an A-Z of guilt trips. But it is

many responsibletravel.com holidays.

about an industry growing up and taking its responsibilities seriously. Isn’t it time you played your part?

10 | r:travel

| R : T R AV E L

NEWS

Even more responsible… RESPONSIBLETRAVEL.COM has set up a new business to business website providing up-to-date and relevant news on responsible tourism. The website, Responsible Travel News, also provides advice for responsible tourism businesses via its resources section which gives guidance on best practices, a directory of responsible tourism organisations and a forum where members can talk to each other about issues that are important to them. In addition, a jobs section will cover all

When a billion butterflies beat their wings…

sectors of the responsible tourism industry, with the aim of becoming the place to go for people looking to work in the industry in the UK or overseas. The blog is regularly updated with contributors ranging from

A MONARCH butterfly biosphere reserve

the 16th century but abandoned by the

in Mexico, wooden churches in Slovakia’s

1940s, are now regarded as the abodes of

Carpathian mountains, modernist housing

ancestors and are revered as sacred sites

at responsibletravel.com, says: ‘We want

estates in Berlin, sacred forests in Kenya and

and, as such, are maintained by councils of

Responsible Travel News to be a place

the volcanic island of Surtsey in Iceland are

elders. The site is inscribed as bearing unique

where all of us involved in tourism,

among 27 new sites added to UNESCO’s

testimony to a cultural tradition and for its

whether industry, media or education,

World Heritage List in 2008.

direct link to a living tradition.

who care passionately about travel,

Altogether, 19 cultural sites and eight

Surtsey is a new island formed by volcanic

Cornwall to California. Kristina Roe, communications manager

conservation and sustainable development

natural sites were inscribed at the World

eruptions in 1963-67. It has been legally

can come together to ask questions and

Heritage Committee’s meeting in summer,

protected from its birth and provides the

get answers, have a rant or rave, and make

bringing the total to 878 sites – 679 cultural,

world with a pristine natural laboratory.

contact with others in the industry who

174 natural and 25 mixed – in 145 countries.

Free from human interference, Surtsey has

may have valuable experiences to share.

Papua New Guinea, San Marino, Saudi

produced long-term information on the

Arabia and Vanuatu had sites added for

colonisation process of new land by plant

of us who believe we need to reinvent

the first time.

and animal life.

tourism and that responsible travel is the

Meanwhile, the World Heritage Centre

The 56,259 hectare biosphere lies within

‘It’s an exciting time right now for those

future of the tourism industry, so we hope

has been awarded the 2008 World Tourism

rugged forested mountains about 100 km

you’ll find it a useful resource that helps

Award in recognition of its ‘outstanding

northwest of Mexico City. Every autumn,

us shape this future. We’d love to hear

guidance, support and encouragement to 185

millions, perhaps a billion, butterflies from

your thoughts and suggestions.’

countries around the world by establishing

wide areas of North America return to the site

www.responsibletravelnews.com

and monitoring 878 World Heritage sites’

to winter. Clustering on small areas of the

and its ‘outstanding accomplishments in the

forest reserve, they colour its trees orange and

travel industry.’

literally bend branches under their collective

Among the new sites The Mijikenda Kaya

weight. When they take flight, they fill the

Forests in Kenya consist of 11 separate forest

sky and make a sound like light rain with the

sites spread over some 200 km along the

beating of their wings. The sight has been

coast containing the remains of numerous

hailed as ‘a superlative natural phenomenon’.

fortified villages, known as kayas, of the Mijikenda people. The kayas, created from

12 | r:travel

A full list of the new sites can be found on whc.unesco.org/en/news/453

| R : T R AV E L

NEWS

Latin America tops ethical travel list FOUR SOUTH American countries, one from central America, three from eastern Europe and two from Africa make up the 2008 Top Ten Best Ethical Destinations in the developing world, according to a report by US-based website Ethical Traveler. The list, compiled from a study of 70 of the world’s developing nations, evaluates each country in three categories – environmental protection, social welfare and human rights – to help tourists plan their travel. The results, says Ethical Traveler, identifies countries

A number of sources were used to measure

that are ‘actively improving the state of their

the human rights and civil liberties enjoyed

people and environment.’

by citizens of each country, including

towards improving known situations and the preservation of basic human rights for all.’ Not a single Asian country made it into the

Amnesty International, Reporters Without

Top 10. Runaway development, human rights

a very high level of overall environmental

Borders and the Freedom in the World 2007

abuses, and a lack of strong environmental

health, excellent water resources, biodiversity,

Report from Freedom House. Estonia and

policy kept them all off the list this year,

air quality, and sustainable energy.

Bulgaria stood out in this ranking, with Chile

according to the report.

and Costa Rica also receiving the highest

● Ethical Traveler is a project of the Earth

possible score.

Island Institute, based in San Francisco.

Costa Rica scored particularly well, with

Croatia, with its large percentage of protected eco-regions, was another top performer, as was Argentina (above right),

Reporters Without Borders found

with outstanding water quality and

Argentina to have a very high level of

The winners, in alphabetical

sustainable forestry practices.

freedom of the press, with Nicaragua

order, are:

close behind.

Argentina, Bolivia, Bulgaria, Chile, Costa

One telling aspect in the report’s social welfare category is the mortality rate of

‘Every country has human rights issues,’

young children. Bolivia and South Africa

says the report’s co-author, Ethical Traveler’s

had the lowest rates of infant mortality of

executive director Jeff Greenwald. ‘But it was

the Top 10.

important for us to see efforts being made

Rica, Croatia, Estonia, Namibia, Nicaragua, South Africa. To learn more about Ethical Traveler, visit www.ethicaltraveler.org

Chamonix makes the green running THE FRENCH ski resort of Chamonix has achieved the prestigious environmental ISO 14001 certification after eight months of concerted effort. This award is an acknowledgement that the resort conforms to environmental laws and regulations and is actively working to reduce its effect on the environment. All the partners of the Chamonix Mont-Blanc Tourist Office, under a system of environmental management, undertook to respect the legal requirements of environmental matters. Together, they are working to achieve a lower environmental impact and motivate visitors to Chamonix to do the same. Bernard Prud’Homme, director of the Chamonix Mont-Blanc Tourist Office, said: ‘We aim to be a real force for implementing the development of sustainable tourism.’

r:travel | 13

| R : T R AV E L

NEWS

Pope calls for sustainable tourism IN AN address marking World Tourism Day 2008, Pope Benedict XVI urged tourists to respect the environment and the cultures they visit.

The train takes the strain

Reflecting his reputation as the ‘green pope’, he argued for a more responsible attitude towards the exploitation of natural

BOOKING TRENDS show that Brits are

followed by Brussels, Paris, the Spanish region

resources. In addition, he stressed the need

looking for alternatives to travelling by

of Catalonia, Chamonix in France and finally

for social tourism, which ‘promotes the

road and air. Instead of worrying about fuel

Tuscany. The booking trends for 2009 are

participation of the weakest classes and can

charge concerns and the credit crunch, Brits

currently indicating that rail journeys further

be a valid instrument to combat poverty

are rediscovering the romance, ease and

afield are proving the most popular, with

and frailty.

environmentally-friendly nature of rail travel.

three rail journeys in America and Canada

Travelsphere, the UK’s leading escorted

‘Experience teaches that the responsible

featuring in the top six, and journeys in

management of creation is, or should be, a

tour operator, reports that 2008 has seen a

the far east occupying second and sixth

part of a healthy economy and sustainable

marked increase in rail holidays, and predicts

positions respectively.

tourism. On the contrary, the improper use of

that 2009 will herald a new era in train travel. European destinations have been the most

Travelsphere’s most popular rail journey in 2009, a Canadian Rockies adventure with

nature and the abuse inflicted on the culture of local peoples also harms tourism.’

popular, with five out of the six bestselling

Alaska Cruise, is outselling 2008’s winner,

rail holidays all taking place in Europe and

‘Lake Garda by Train’, by ten to one. There

solar panels on the roof of the Vatican’s Paul

involving no air travel.

are indications that customers who tried a

VI auditorium. Once working, the project

shorter European break in 2008 now want to

engineers estimate that in about two weeks

have taken holidaymakers to Lake Garda

experience a longer trip in 2009.

they will save 200 tonnes of carbon dioxide.

in Italy. Morocco comes second, closely

www.travelsphere.co.uk

The most popular rail holidays in 2008

Ecotourism boost for Ethiopia THE US IS hoping to use ecotourism as a way to help lift Ethiopia out of poverty. The United States Agency for International Development (USAID) will work with local agencies in the country to create a five-year programme which will help to protect natural resources and cultural heritage sites and improve the livelihoods and quality of life of local communities. The plan is part of the USAID Global Sustainable Tourism Alliance, which is using tourism development to reduce poverty, stimulate economic growth, promote natural resource stewardship, and conserve biodiversity. In Ethiopia, the Alliance will focus on creating job opportunities, respecting social-cultural values and heritage, and protecting the environment. ‘There is no time to waste for Ethiopia to take advantage of its vast tourism potential. The time is now to prioritise Ethiopia’s travel and tourism industry, to improve tourism and infrastructures, and to protect the nation’s natural resources,’ said US ambassador to Ethiopia, Donald Yamamoto.

14 | r:travel

Last month work began on installing 2,700

| TRENDS

I N T R AV E L

As more and more companies rush to promote their eco-credentials, how does the responsible-minded consumer tell if their claims are real or little more than greenwashing? Kristina Roe finds that sometimes it’s all in the spin cycle…

HEADLINES PROCLAIMING ‘green is the

way without substantial evidence to back up

a pioneering role in credible responsible

new black’ are a regular staple in everything

those claims.

tourism ventures. But we are also seeing a rise

Without doubt, consumers have cottoned

Rightly so, tourism is one of many

in others jumping on the green bandwagon.

industries that have come under scrutiny

Hotels for example, have come under fire

on to the importance of ‘going green’. This,

over greenwashing. For example, ‘ecotourism’

– it is no longer considered sufficient to ask

in turn, has led to companies launching

is one label often misappropriated by

guests to re-use their towels.

green products, green initiatives and

companies who operate in a natural

green marketing. Although this trend is

environment but are doing little or nothing

customers and damaging for the responsible

undoubtedly headed in the right direction, a

to conserve habitats and species by working

tourism movement, Francis welcomes the

lot of that marketing, whether well-meant or

with local people.

fact that travel companies are beginning to

just hot air, ends up as ‘greenwashing’ – that

Justin Francis, co-founder of

is when a company falsely claims to be acting

responsibletravel.com explains how

in an environmentally friendly or ethical

things have changed since the beginning of the century.

talk about green and ethical issues when eight years ago it was a very different picture. ‘Telling stories about themselves and responsible tourism should be welcomed

‘Eight years ago when responsibletravel. com was launched, we were the first company ever to use the term ‘responsible travel’ and many people in the travel industry thought

because ultimately this is the first step towards transparency. Yes, we need to ensure that there are measures in place to police such claims. However, I believe that we – and the media, especially – need to focus equally on those organisations that are saying

we were mad to use it

and doing nothing at all about responsible

in our company name

tourism as well as those who are beginning

– they predicted it

the process of change, albeit with possibly

would be a turn-off for

over-zealous claims.’

travellers; they thought people just wouldn’t care.’ The truth is actually quite the opposite nowadays.

Dozens of features have been published on the greenwashing of ecotourism, but a published list of those UK tourism businesses who still do not have responsible tourism

Responsible tourism is no longer just a niche.

policies or pursue responsible tourism

Companies throughout the travel industry,

practices, remains to be seen. Many cruise

from tour operator to airline, hotel to car

companies for example, still do not have

hire, even cruise ship, are coming round to

responsible tourism policies in place.

the idea that people do care and that ethics and business can and should mix. ‘On the plus side, we are seeing many more organisations and individuals take

16 | r:travel

But though greenwashing is misleading for

Some would argue that any attempt by companies to offer more responsible holidays is ‘tokenism’ if it involves a flight. Unquestionably, in order to meet the

ILLUSTRATIONS BY ELLA HUDSON

from daily newspapers to travel brochures.

| TRENDS

I N T R AV E L

HOW TO TELL A GREEN WARRIOR FROM A GREENWASHER Here are ten questions travellers should ask of their tourism providers to sort the spin from the truth: 1. Ask the tour company or hotel if it has a written policy regarding responsible tourism – covering the environment and local people. If it’s not written down (‘yeah, yeah, we do all that stuff’) then it probably means they are not taking it seriously. 2. Ask them to describe the single contribution to conservation or the local community that they are most proud of. 3. Ask them how they measure their contribution to conservation and local communities. 4. Ask how many local people they employ, what percentage this is of the total, and whether any are in management positions. recommended emission reduction targets advised by the Intergovernmental Panel on

5. Ask them what they have specifically done to help protect the environment and support

Climate Change in October, the number of

conservation, and which local charities they work with.

UK flights per year needs to come down. As a result, we’re likely to see more interest in

6. Ask them what percentage of produce and services are sourced from within 25km of

holidaying closer to home and more use of

the accommodation.

alternative transport methods where possible. However, the fact remains that tourism is

7. Ask them how they treat waste water (coral and other wildlife is being destroyed by

a huge employer (one in 12 people according

Caribbean hotels pumping effluent out to sea), and how they heat their building (solar is

to WTO), particularly in the developing

better than firewood, which can cause deforestation).

world where it’s growing the fastest. If done properly and responsibly, tourism can be

8. Ask them what information and advice is provided to tourists about local cultures and

of considerable economic benefit to local

social customs.

communities and places a real value on local environments as well as cultural and

9. Ask them if they employ guides from the local community (local guides not only provide

natural heritage.

unmatched insights into local culture, but are also aware of dress or behaviour that might

For the average consumer, it’s possible to

cause offence among local people).

ask a few simple questions that will help sort out the eco-champion from the greenwasher.

10. Ask them for ideas on how you might get involved with local people and conservation in

‘What we really need is rebellious and curious

a worthwhile and rewarding way for you and the destination.

travellers seeking out the truths in travel. There are not, and will never be, any easy answers or absolutes in responsible tourism, but if there are better informed tourists making new choices about better travel then we’ve moved forwards,’ says Francis. ‘Many different local responsible and green tourism accreditation schemes have emerged in recent years to suit particular places or types of travel. Although the idea of a one-size-fits-all global accreditation scheme is tempting, I think in general – providing they are all up to a good standard – that these local schemes are the right way forwards as they acknowledge how different tourism and its impacts can be in different places.’

r:travel | 17

| 20

T O P R E S P O N S I B L E H O L I D AY S

Give your trip the r:t x factor From the value-for-money option of a self-catering eco-break in Yorkshire to the once-in-a-lifetime experiences of New Zealand, the Himalaya or Antarctica, here’s our pick of holidays that have the r:travel x factor

VALUE 1 ECO SELF-CATERING BREAK IN YORKSHIRE

3 COMMUNITY TOUR IN SOUTHERN THAILAND

A relaxing stay in the countryside in a beautiful and unique

Experience the traditional culture and diverse eco-systems of a Thai

straw-bale holiday cottage

coastal fishing village. Join the locals for fishing, Thai cooking, and

r:t x factor Renewable energy, excellent train links, bicycles, organic

handicraft making. Enjoy a relaxing jungle hike, help villagers teach

sheets and towels, local shopping service

English to children or unwind watching a glorious beach sunset.

Cost £245-£280 per week (short breaks available)

r:t x factor Helps ensure sustainable livelihoods through tourism and

www.responsibletravel.com/strawbale

handicrafts development. Cost Five days with Andaman Discoveries at £260 per person, based on two people. Includes accommodation, meals, translator and

2 A CULTURAL JOURNEY TO DHARAMSALA AND THE INDIAN HIMALAYA

contribution to community fund. www.responsibletravel.com/andaman

Take a journey of the body and spirit as you travel through the foothills of the world’s highest mountains, taking the toy train to colonial Shimla, experiencing traditional life in the Chamba Valley and

4 ANDEAN CULTURE IN ECUADOR

visiting the holiest Sikh city of Amritsar. These mystical lands balanced

Stay at the award-winning eco-lodge Black Sheep Inn overlooking the

between physical and spiritual worlds look and feel very different to

Rio Toachi Canyon System – a day hiker’s paradise – and enjoy walking

the rest of India.

and horseback riding in deep canyons, patchwork sierra fields, high

r:t x factor In Dharamsala you will visit the Norbulingka Institute,

grasslands, cloudforest jungle and a 12,800ft volcanic crater-lake.

developed to train Tibetan refugees in skills needed to preserve the

r:t x factor Supports community development, including village

traditional arts and crafts of Tibet. Tour visits and donations help to

recycling, local learning centre and native-guide training. The lodge

support these traditional cultures.

features solar panels, composting toilets and roof-water collectors.

Cost 15 days (excluding Delhi) for £480, plus a local payment of

Cost Seven nights with Black Sheep Inn: $650 per person, based on

12,000 rupees (approx £140), with Intrepid.

double occupancy. Price includes transport from Quito to Chugchilan.

www.responsibletravel.com/mountainsmystics

www.responsibletravel.com/blacksheepinn

102 | r:travel

| 20

T O P R E S P O N S I B L E H O L I D AY S

FAMILY

7 COSTA RICA: TURTLES, ISLANDS & MOUNTAINS

5 LAKESIDE CABIN IN DORDOGNE, FRANCE

Experience the best of Costa Rica and Panama on this family

This charming oak cabin sits on the lakeshore, in the midst of

crystal-clear waters with the stunning marine life and spending a few

beautiful forest, and provides a cosy, relaxing retreat with minimal

days helping at a turtle conservation sanctuary. Then, explore the

impact on the environment. Flora and fauna abound. Take out the

wildlife-rich rainforests and striking volcanoes. Finally, visit Panama

raft and listen to fish jumping and the frogs’ chorus or hop on the

City and see the world-famous Panama canal.

bikes and explore the pretty local villages.

r:t x factor Take part in turtle patrols – protecting nests and

r:t x factor Built from local timber and reclaimed materials, the

tagging leatherback and green turtles, and helping to preserve the

cabin, which sleeps four, is off-grid, so green alternative energies are

fragile ecosystem.

adventure. Explore beautiful Caribbean coastline, snorkelling in

used to provide warmth, heat and light. Hassle-free bike hire reduces

Cost Adult from £2,249, child from £1,999, for 15 days with The

emissions and helps the local rural economy.

Adventure Company, including flights, accommodation, entry fees,

Cost Seven nights from £400-£650, with CovertCabin

transport, some meals and the services of a group leader.

www.responsibletravel.com/covertcabin

www.responsibletravel.com/costaricapanama

6 EGYPTIAN ADVENTURE

8 SELF-CATERING ON A DEVON FARM

King Tut and the Pyramids, camels in souks, pharaohs’ tombs and

Wheatland Farm is managed for wildlife, especially Popehouse Moor, a

swimming and snorkelling in the warm waters of the Red Sea – an

site of special scientific interest, where Devon cattle maintain the culm

adventure for kids and parents alike! For hundreds of years Egypt has

grassland habitat of the rare Marsh Fritillary butterfly. Orchids, barn

wowed visitors with its wonders and this tour takes in the very best,

owls, dragonflies, badgers, bats and dormice thrive alongside three

including the Pyramids of Giza, Tutankhamun’s gold, the Valley of

eco-lodges and a barn conversion – and it’s your stay that makes the

the Kings and an unforgettable Nile journey on a felucca.

farm’s management viable. Solar hot water, renewable electricity,

r:t x factor You’re supporting the local economy by using local

bio-digesters for food waste, and recycling ensure a low-carbon diet.

leaders and guides, staying at different hotels and thus spreading the

And if you’re car free, you’ll be collected from the bus or train.

money across the country.

r:t x factor A low-carb holiday in a great family destination that

Cost Ten days with Explore, from £919-£999 per adult and from

benefits UK wildlife.

£839-£919 per child, including flights from UK. This trip can also be

Cost One week from £200 low season to £550 during the peak season.

booked without flights.

Short breaks are available.

www.responsibletravel.com/egyptianadventure

www.responsibletravel.com/wheatlandfarm

» r:travel | 19

| 20

T O P R E S P O N S I B L E H O L I D AY S

WILDLIFE

ACTIVE

9 WILDLIFE SAFARI IN KENYA

13 WALKING HOLIDAY IN ABRUZZO, ITALY

Get closer to nature, staying in three authentic tented Porini safari

Stay in a traditional cottage or farmhouse b&b in the tiny mountain

camps in wildlife conservancies owned by Maasai communities in

village of Decontra in the Majella National Park and enjoy a variety of

the Amboseli and Mara eco-systems and in the rhino conservancy at

self-guided and organised walks – through alpine meadows and beech

Ol Pejeta. Take night game drives and walks with Maasai warriors.

forests, to dramatic gorges and mountain-tops. Lavish daily packed

r:t x factor The Maasai community earn livelihoods from these

lunches include cheeses from Decontra’s shepherds, and vegetables,

conservancies which also help to preserve wildlife habitat.

honey and eggs sourced from village gardens.

Cost Seven days from £1,650 per person, inclusive of all services in

r:t x factor Help to support rural mountain communities in decline.

Kenya, with Gamewatchers.

Cost Seven nights, with Upland Escapes, from £645 per person,

www.responsibletravel.com/kenyawildlifesafari

including hire car (carbon neutral) and the services of a local manager. www.responsibletravel.com/abruzzo

10 A WILDLIFE JOURNEY FROM ANDES TO AMAZON IN PERU A spectacular journey down the cloudforested eastern slopes of the

14 WINTER ACTIVITY HOLIDAY IN FINNISH LAPLAND

Andes to the Amazon rainforest. Enjoy one of the best Amazon

Enjoy a snowy adventure 200km north of the Arctic Circle, in a

wildlife experiences on foot, by boat and in treetop canopies, seeing

seemingly limitless winter wilderness. With cross-country skiing,

oxbow lakes with giant otters, and macaw and tapir clay licks.

husky, reindeer and snowmobile safaris, you have all the ingredients

r:t x factor Eco-friendly lodges fully or part-owned by Peruvian

for a fabulous winter holiday.

charities benefit local indigenous Amazonian communities.

r:t x factor Tourism is now key to the Lapp economy especially with

Cost Six days with Tribes, £985pp based on twin share (ex flights).

increased mechanisation of traditional industries such as forestry.

www.tribes.co.uk/countries/peru/holiday/andes_to_amazon

The tour operator spreads the tourist spend as widely as possible by employing local activity providers and using a locally-owned hotel. Cost Seven nights from £1,375, with Activities Abroad.

11 CONSERVATION PROJECT IN PERU

www.responsibletravel.com/laplandadventure

This volunteer expedition will take you to a remote biodiversity hotspot of the Peru Amazon rainforest. As part of a small international team, you will live and work in the jungle together

15 KILIMANJARO CLIMB IN TANZANIA

with local biologists on an important wildlife survey concentrating

Climb Africa’s highest mountain by the quieter and less-demanding

on four icons of the Amazon: jaguars, pumas, parrots and peccaries.

Rongai Route. Stand on the roof of Africa! This is still a challenging

r:t x factor In working on this project you will aid efforts to protect

trek with a number of days at high altitude.

the area and develop sustainable management strategies.

r:t x factor Treatment of local staff is one of the major differences in

Cost £1,090, ex flights, with Biosphere Expeditions, from 7-19 Dec.

the operational standards offered by tour operators in Tanzania. In the

www.responsibletravel.com/amazonconservation

off season Exodus runs a project to improve the porters’ language skills and future employment prospects. Cost Ten-day trip with Exodus, including six days strenuous point-to-

12 KENYA EXPLORER SAFARI

point trekking, from £1,399, including flights.

A journey of discovery that explores the contrasting Maasai and

www.responsibletravel.com/kiliclimbrongai

Kikuyu tribal cultures as well as Kenya’s spectacular game parks of the Maasai Mara and Great Rift Valley. r:t x factor Support for village schools, payment of school fees

16 SCUBA DIVING IN THE RED SEA

and self-help projects contributes to the

Join a reef clean-up in the Egyptian Red Sea, with the aim of preserving

sustainability of local communities.

a unique ecosystem. blue o two runs these trips at a subsidised price in

Cost Seven days with Into Africa, from

an attempt to make ecotourism more accessible to the mass market.

£895-£995 per person

Evening seminars on reef conservation are conducted by in-house

www.responsibletravel.com/

marine biologist and dive guide Elke Bojanowski.

kenyaexplorer

r:t x factor ‘Hayah’ Reef clean-up safaris aim to raise awareness, educate and encourage active participation in marine conservation. Cost Seven nights full-board on vessel, £549-£699 (season dependent) www.blueotwo.com/red_seaitineraries.cfm?itid=26

20 | r:travel

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Call 0844 463 2390 and quote RESPT www.sunsail.co.uk/rtravel ‡Based on Club Colonna 28th November 2008 sharing a standard room - phone for further details. Subject to availability

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2009

| 20

T O P R E S P O N S I B L E H O L I D AY S

ONCE IN A LIFETIME

17 TREKKING IN THE HIMALAYA

19 THE FALKLANDS, SOUTH GEORGIA & ANTARCTICA

This trek passes through the villages, forests and farmlands of

The far-flung island of South Georgia boasts one of the most dramatic

the Langtang area of Nepal, and offers the option of climbing

and starkly beautiful landscapes on the planet, but it is the wildlife

Kyimosshung peak (4,620m). You will see the 7,000m mountains of

that is truly overwhelming. The island supports vital breeding sites for

the Langtang region and, hopefully, the forest animal and birdlife.

albatross – species that have survived near-extinction in the past and

Time spent with village communities will be very important on this

that now face unsustainable mortality rates due to long-line fishing.

trek, and you are sure to be well received – the tour operator’s sister

r:t x factor Tour operator Peregrine works directly with the Australian

charity has supported school and health projects here.

Antarctic Division to get the Albatross ‘off the hook’, collecting

r:t x factor A chance to visit the school and health projects

donations from passengers onboard their voyages. Every penny goes to

supported by Community Action Nepal.

projects which benefit albatross.

Cost 18 days land-only, £1,045, with Community Action Treks.

Cost From £7,640 per person, twin share in a main deck cabin, for a

www.catreks.com/nepal/langtang-gosainkund.html

24-night expedition voyage, with Peregrine, departing 6 Nov 2009. www.responsibletravel.com/antarcticacruise

18 TOUR OF NEW ZEALAND An unforgettable trip to experience the stunning scenery, wildlife and

20 WALKING IN THE ATLAS MOUNTAINS

culture of the 2008 Responsible Tourism Awards’ best destination and

If you like hiking, but still appreciate a comfortable bed every night,

overall winner. Among the highlights: the Southern Alps, primeval

then the award-winning Kasbah du Toubkal in Imlil in Morocco’s High

rainforest of Stewart Island, and Lord of the Rings country around

Atlas is the ideal base for some great walks – and perfect for combining

Queenstown. Places you’ll stay in include Wilderness Lodge in Arthur’s

with a couple of days in Marrakech. The Kasbah is not a hotel in the

Pass, which was set up to show that ecotourism can contribute to the

traditional sense, it is more an extension of the hospitality that stems

economy and protect the environment through nature conservation.

from the home of the Berbers who run it. The location is only 40 miles

r:t x factor By carefully choosing operators, this trip enables

from Marrakech but the city seems a million miles away.

visitors to New Zealand to get up-close to the wildlife in its natural

r:t x factor Five per cent of Kasbah income funds local village

environment without causing any disturbance.

projects, including an ambulance and a communal incinerator.

Cost 19 days with Audley Travel, from £1,850pp (ex flights from UK).

Cost (ex flights) from £950 pp, for seven nights with Discover Ltd.

www.responsibletravel.com/newzealandtailormade

www.responsibletravel.com/kasbahtoubkal

22 | r:travel

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| HEADLINE

S P O N S O R – V I R G I N H O L I D AY S

This year Virgin Holidays returns as the headline sponsor of the Responsible Tourism Awards 2008. These awards give companies and individuals valuable recognition for their efforts to make the travel industry greener, cleaner and more responsible. Started in 2004 by responsibletravel.com, the awards are managed in partnership with Telegraph Travel, World Travel Market, BBC World News and Geographical – the magazine of The Royal Geographical Society

VIRGIN HOLIDAYS is delighted to return

A sustainable focus is part of our company

as headline sponsor of the Responsible

values. Our supply chain’s sustainability

Tourism Awards 2008. It’s so encouraging

performance continues to be audited and the

to see our industry remaining committed

team has also been busy participating in a

to sustainability issues in our sector, and no

variety of community development projects

doubt this year’s winners will provide more

both at home and overseas. We became the

inspiration for us all. Twelve months on,

first long-haul tour operator to build an

responsible tourism remains firmly on the

automatic donation to the Travel Foundation

mainstream agenda where it should be.

into every holiday that we sell. Like the

We remain passionate about responsible

joined us in finding small ways to make a

the awards. Recognising those individuals

real difference.

and businesses that lead the way in this

the Virgin Travel Group with many

As our industry continues to experience

well-publicised trials, research projects and

well-publicised changes and shifts, it’s a

community initiatives, and I certainly look

particularly important time to keep the focus

forward to continuing on the road marked

on sustainable ways of travel and business.

‘progress’ by following his example here at

we have worked hard to embed sustainable principles into our professional DNA.

24 | r:travel

Richard also continues to lead us all in

arena for the future is incredibly important.

Since last year’s awards, as a company

{

team here, our customers have therefore

tourism and proud to be associated with

Virgin Holidays. Amanda Wills, managing director, Virgin Holidays

‘We at Virgin believe 100 per cent that we owe it to our customers and to our staff to ensure that our future economic growth is built on firm, ethically-sustainable business models. Businesses need to be bold and creative, to develop radical new products and find alternative ways of doing business. Since innovation and creativity are at the heart of the Virgin culture we feel that our group of businesses are well placed to take advantage of the opportunity this presents.’ Richard Branson, 2008

}

| C AT E G O RY

Sponsors of the Responsible Tourism Awards BEST TOUR OPERATOR A tour operator that acts responsibly towards the environment and local people. Sponsored by The Adventure Company

BEST SMALL HOTEL/ACCOMMODATION A hotel, lodge or other accommodation of fewer than 50 rooms that is run with the environment and needs of local people in mind.