Ecotourism certification in Romania - a tool for nature conservation and responsible marketing -
By Andrei Blumer Association of Ecotourism in Romania
Why developing ecotourism in Romania? WHY? An attractive natural and rural environment
WHO might be interested? International tourists and tour operators
A potential good business
Business sector
A high need for nature conservation
NGOs, Protected Area Administration and Environment Authorities National Tourism Authority
A niche tourism able to bring a positive destination image and an increasing incoming flow of tourists A tool to associate socio-economical value to nature
Politicians
A tool to support local communities Government and local authorities A tool to communicate nature Environment and Education Authorities conservation and environmental values to the tourists and local people
How to meet the theoretical concept with practical needs and expectations? • Developing a high quality tourism product; • Developing a “real” ecotourism product; • Communicating to the international market correct quality feature of the product; • Setting up nature conservation mechanism related to ecotourism; • Stimulating socio-economical component of local communities; • Developing a high nature interpretation component; • High environmental standards.
• Implementing a Certification System based on “real” ecotourism criteria!
Ecotourism Certification System in Romania • Designed as a “guiding system”: to give credits for best practices; • It is based on the international experience: Nature and Ecotourism Accreditation Program (Australian Ecotourism Association) and Nature’s Best (Swedish Ecotourism Association) and adapted to the Romanian circumstances; • It covers: • tours organised by tour-operators or guides (max 15 pers); • small scale accommodations (max 25 rooms); • eco-destinations.
Developing process I • WTO recommend to the national tourism bodies to support national initiatives for sustainable tourism certification system to cover the national needs (March 2003, Madrid) => “green light” from the National Tourism Authority; • Identifying international good examples; • Processing the international ecotourism criteria to meet the needs and the circumstances of the Romanian situation;
Developing process II • One year and a half of consultations including businesses, National Tourism Authority, Environment Ministry, National Park Administrations, Universities, NGOs. • Partnership with National Tourism Authority and Environment Ministry for one-year-testing period (20042005); • Legal advise on implementation (spring 2006); • Train independent evaluators (spring 2007).
Implementation & evaluation process • Summer 2007: 10 entities evaluated (four guesthouses and six tours); • Eight certified and two entities postponed for further improvements; • Evaluation of the process (Dec 2006, March 2007).
Further Steps • Testing and improving the criteria; • Public awareness and training programmes to disseminate the knowledge about best ecotourism practices; • International recognition and marketing of the “EcoCertified Logo”;
• Promotion of the “Eco-Certified Logo” by the National Tourism Authority and Environment Ministry;
Criteria of certification • Preliminary conditions: • the system is not open for entities that promote hunting and intensive motor based programmes
• • • • • • • •
Focused on natural areas; Nature interpretation and education; Environment sustainability; Nature conservation contribution; Contribution to development of local communities; Sensitivity towards local culture and traditions; Tourism satisfaction; Responsible marketing.
Nature conservation contribution • Partnership between Protected Area administration and business sector (agreement);
• Active conservation contribution ;
• Financial mechanism (3% out of the tourist income).
Responsible marketing • Accurate and responsible, • Create clear expectations of the client, • The image is consistent with reality regarding: – recognised values that make the area special (i.e. protected or endangered species, UNESCO heritage, etc.); – main activities permitted and performed by the tourists (i.e. skiing, camping, etc); – the number of tourists in a group experiencing the product; – general ethics addressing minimal impact on the natural areas visited; – general ethics addressing minimal impact on the visited communities; – equipment, clothing suitable to the area visited.
Association of Ecotourism in Romania (AER) • Structure: Structure open partnership for nature conservation and tourism between the the business sector (tour-operators) and potential destinations (NGO, Protected areas, local councils). • Current members: 32 different entities • 2/3 businesses (e.g.tour-operators, guesthouse); • 1/3 nature conservation focussed (e.g.NGOs: WWF, Green Cross Romania);
Certification is integrated within AER components (2006-2007) • Product development and strategies (400 trained people, one regional Sustainable Tourism Development Strategy => PAN Park – Retezat National Park); • Small Grant System in cooperation with Environment Partnership Foundation (15 ecotourism projects in the Carpathians); • Certification system in ecotourism for destinations, tours and accommodation; • Marketing and promotion (20 international travel shows 2006-2007, four familiarisation trips – more than 40 journalists and tour operators brought to Romania ).
Romania has UNIQUE selling points in terms of ecotourism • “Eco”-attractions perceived by AER: • Danube Delta - birds paradise; • Large Carnivores: wolves, bears and lynx; • Carpathian Mountain: – mountain landscape; – un-fragmented natural forests;
• Rural areas - daily life (e.g. horse-carts, traditional agriculture, animal farming) • Caves.
Which are the “eco”-attractions for Romania destination image? “Eco”-attraction perceived by the international market (2002) 100 95 90 85 80
Attractivity 92 84 83 82 82 81
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75 70
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Ecotourism more than a marketing image… • The Ecotourism Certification System represent a tool for a common ground for businesses, international clients and conservation: – Communicating to clients: quality & “green” products; – Acknowledge the efforts done by businesses & regions towards “green-management”, nature conservation mechanisms and local community contribution; – Provide “Eco-certified” label as marketing tool.
Conclusions I • There is a need to implement specific Ecotourism Certification Systems to meet the practical needs with the theoretical models;
• Association of Ecotourism in Romania is implementing the Ecotourism Certification System and the “eco-certified in ecotourism” logo;
Conclusions II • AER has identified and promotes at the international level the “unique” selling points of Romania as an ecotourism destination based on responsible tourism products; • Ecotourism Certification System is a tool for “green” management & development, communication and marketing. • Ecotourism in Romania has already developed good approaches and excellent tours;
Therefor, I invite you to….
… experience and...
“Discover Eco-Romania!”
Thank you for your attention!