The PAN Parks Sustainable Tourism Strategy as a tool for nature based tourism development in and around protected areas Author: Zoltán Kun, Executive Director, PAN Parks Foundation, zkun@panparks.org Key words: protected areas, nature conservation, destination labelling, certification Abstract Sustainability becomes an important factor of decision making for tourists. Nature-based tourism destinations, such as Europe’s protected wilderness areas, move into the spotlight as well. Wilderness is a concept well known across the globe, but almost unheard of amongst most Europeans, whilst they can still find remnants of wilderness almost on their doorsteps. To see primeval forest or mountains where wolf, lynx, or brown bear still roam freely they do not need travel to other continent. However, as these non-traditional destinations migrate steadily toward the mainstream of consumption activities, including tourist activities in nature parks, a question of substance arises, namely: how to deal with the dual demand of tourist’ consumption of nature parks and the preservation of their sustainability? In our vision tourism is an opportunity for protected areas only if net benefits for nature protection and local communities can be guaranteed. The Sustainable Tourism Development Strategy forms the fourth principle of PAN Parks Principles and Criteria. It provides a framework through which a symbiosis can be achieved between nature conservation and nature-based tourism. It aims to increase both the quality of tourism products and the quality of the visitor experience as well as the sustainable use of natural resources on which the tourism products and facilities are based. Principle 4 of the PAN Parks verification goes beyond the job description of most park managers. For instance the managers of Rila NP are in principle not supposed to be active outside the park boundaries. However the STDS results in improved communication between the different stakeholders and makes a strong voice against undesired developments such as ski resorts or dam constructions. The visitor experiences that are offered in the region are influences by this group. In Fulufjället in Sweden for example have the snow mobile tracks inside the park been closed and have trails outside the park been improved to offer tourists this experience. Although we do not offer and include this activity in the packages we develop it is a major tourist attraction. PAN Parks Foundation introduced a management audit process, with three roles: 1. Guaranteeing the management excellence of Certified PAN Parks (from nature conservation as well as recreational point of view) 2. Ensuring the long-term sustainability of the region – PAN Parks Foundation uses the prism of sustainability (ecological, economical, social and management aspects) 3. Defining the minimum quality standard for local business partners who want to join the concept as tourism providers.
Introduction Since 1997, the PAN Parks Foundation has been challenging European protected areas to meet higher management standards and to provide high quality tourism experiences. The keys to the foundation’s success have been a) the engagement of local businesses and local communities with protected area managers in the visitor management of protected areas, and b) to provide opportunities for sustainable tourism development and pro-active tourism marketing. The foundation aims to combine high nature management standard of protected areas with quality tourism, bringing together several stakeholders and involving local communities. All stakeholders of a Certified PAN Park’s region have its role in contributing the development of the region’s nature-based tourism package. The tool which guides them through this development process is called the Sustainable Tourism Development Strategy. This presentation discusses this process and deals with the lessons learned from its implementation among the protected areas in the PAN Parks Network. As stated in the Foundation’s vision (guaranteed high level conservation of Europe’s wilderness capitals), the organisation promotes wilderness management, which is a very unique approach in Europe. Protected areas are only able to join the concept if there is a zone designated for wilderness management. Wilderness is a concept well known throughout the globe, but almost unknown in Europe. Most Europeans do not know that they can still find remnants of wild Europe. To see primeval forest or mountains where wolf, lynx, or brown bear still roam freely they do not need travel to other continent. These areas can be visited in Europe and can be recognised by the PAN Parks logo. The EU DG Environment, at a conference in Lisbon in1999, entitled ‘Natura 2000 and Sustainable Tourism’, referred to PAN Parks as one of the most relevant initiatives to manage sustainable tourism in NATURA 2000 sites. (http://www.europa.eu.int/comm/environment/nature/sust_tourism.pdf ) Discussion Quality assurance A crucial question from the beginning of starting the PAN Parks concept was how to decide which areas can join the network. Is there a way to guarantee high quality and check the management effectiveness of protected areas? The foundation developed a third-party verification system, which includes three elements: 1) principles and criteria for conservation management, visitor management, regional sustainable tourism development strategy and local partnerships (see table 1). The principles allow an objective and transparent decision making process, which is based on 2) the verification manual, and carried out by 3) independent verifiers (individual experts) By May 2007 nine national parks across Europe are certified by PAN Parks (see the map below) and are working on the implementation and development of the strategy. Many others throughout
the continent have engaged in negotiations, which may eventually lead to their joining the network. The verification system is the large asset of PAN Parks Foundation. A lot of knowledge was gained through the process not only regarding how an audit system should be managed but also about protected areas and their management in Europe. A principle for development – Sustainable Tourism Development Strategy (STDS) Tourism is an opportunity for protected areas only if net benefits for nature protection and local communities can be guaranteed. The STDS forms the fourth principle of PAN Parks Principles and Criteria. It provides a framework through which a symbiosis can be achieved between nature conservation and nature-based tourism. It aims to increase both the quality of tourism products and the quality of the visitor experience as well as the sustainable use of natural resources on which the tourism products and facilities are based. Principle 4 of the PAN Parks verification goes beyond the job description of most park managers. For instance the managers of Rila NP are in principle not supposed to be active outside the park boundaries. However the STDS results in improved communication between the different stakeholders and makes a strong voice against undesired developments such as ski resorts or dam constructions. The visitor experiences that are offered in the region are influences by this group. In Fulufjället in Sweden for example have the snow mobile tracks inside the park been closed and have trails outside the park been improved to offer tourists this experience. Although we do not offer and include this activity in the packages we develop it is a major tourist attraction.
Picture 1: The map of the network of Certified PAN Parks
PAN Parks Principles and Criteria: Principle 1: Rich Natural Heritage PAN Parks are large protected areas, representative of Europe’s natural heritage and protect international important wildlife and ecosystems Principle 2: Nature Management Design and management of the PAN Park aims to maintain and, if necessary, restore the area's natural ecological processes and biodiversity Principle 3: Visitor Management Visitor management safeguards the natural values of the PAN Park and aims to provide visitors with a high-quality experience based on the appreciation of nature. Principle 4: Sustainable Tourism Development Strategy (STDS) The Protected Area Authority and its relevant partners in the PAN Parks region aim at achieving a synergy between conservation of natural values and sustainable tourism by developing and jointly implementing a Sustainable Tourism Development Strategy Principle 5: Partnerships PAN Parks’ tourism business partners are legal enterprises that are committed to the goals of certified PAN Parks and the PAN Parks Foundation, and actively cooperate with the Local PAN Parks Group to implement the PAN Park region’s Sustainable Tourism Development Strategy effectively
Table 1: the PAN Parks Principles and Criteria The key aspects of success for the implementation of the STDS are: • the presence of decision makers in the group which develops the strategy • reaching a wide consensus about the development • have a strong leadership and the pioneer attitude of members • integrate the STDS into local policy and landscape plans. Marketing a quality brand In order to attract the attention of potential visitors a strong brand identity must be created that the public associate with the best product available on the “market” (define your market niche very clearly at the beginning). The international and domestic awareness of the brand are equally important. PAN Parks Foundation is closely linked with the WWF brand (sub-branded panda logo), which is certainly a benefit toward the professional target audience. However in some countries and toward local people the panda logo can also have a negative connotation (“being the brand, which protects wolves”).
Waterfall as a tourism attraction in Borjomi
National Park, Borjomi NP
The Local PAN Parks Group The STDS is written and implemented by the so-called ‘the Local PAN Parks Group’. This is group is represented by the park, local authorities, entrepreneurs and inhabitants. Based on the experiences so far the following structure is suggested for the ‘local PAN Parks group’: Chairman, the director or president of the National Park Members: o The representatives of local businesses, o The representatives of communities o The representatives of local business associations (think not only of tourism) o The representatives of local NGO. All parties must have the right to appoint its representative in the local interest group! Personal conflicts must be avoided within the group. It is worth for the initiator attending the events of the local interest group at least once in a year. Communications within the group Set up clear rules of the game for the operation of the local interest group. Communicate these rules to all partners clearly. It is good to have the rules printed at every meeting Any complaint about a local partner must be submitted in writing to the chairman of LPPG. I call your attention that such a written complaint will be treated as an official, open document. Complaints will be not hidden! If the complaint is not dealt with satisfaction at the county administration, anyone will be able to submit the complaints directly to PAN Parks Foundation. However in that case the complaint must be written in English. The procedure of how a new local partner can join the PAN Parks Network is clearly written. A business who decides to resign as a local partner must inform PAN Parks Foundation about its decision through the LPPG. In case of resigning the former local partner must immediately stop using our logo in any way. If the ownership of a local partner changes or a local partner stops any part of its activity or changes its name, PAN Parks Foundation will have to be informed. Verification shall not be renewed in these cases, but in case of changing ownership the new owner must confirm its commitment to the contract in a written form through LPPG. The STDS defines the quality the local partners must be met Lessons learned Sustainable Tourism Development Strategy (STDS The most important lesson learned is that the protected area shall not be treated as an island, but as part of a wider region. In order to increase the local support of the protected area the management should take the lead in developing the STDS. PAN Parks Foundation experienced the followings There is a general lack of knowledge locally about how and why to develop tourism. Local people and protected area managers too often consider each other as enemies.
An external facilitator can usually help in solving communications problem between the different local stakeholders. PAN Parks Foundation has developed a simple methodology (step-wise approach) to help protected areas and local partners in developing their sustainable tourism development strategy. The document is available upon request. 5-steps to develop the STDS While working with protected area managers and local partners we recognised a serious lack of knowledge in relation to tourism development in rural regions. Therefore the foundation commissioned experts to design an easy process that guides its partners through the process of defining a Sustainable Tourism Development Strategy. There are five steps that lead to a tourism strategy for PAN Parks: Year 1: Gather support and evidence: In year one stakeholders must design a system to set up their local group. This local group must be formed in advance of expecting the PAN Parks verification. Step 1: Establish governance system for the local group including members, management structure, statues, voting rights, etc‌ Step 2: Collect data on the impacts of tourism (economic, social and environmental) Year 2: Writing and implementation of the plan Step 3: finalising the tourism development plan in cooperation with all local stakeholder Step 4: implementing the plan (ongoing activity) Year 3: Monitoring the plan Step 5: PAN Parks Foundation offers an annual monitoring to the local groups. Based on the results of the monitoring, the plan must be updated. Conclusions and recommendations The biggest challenge to the PAN Parks Foundation is to prove its relevance to each European region. The concept can be implemented even in Western Europe and the Mediterranean region despite of the long human influence on the landscape. Sustainable tourism and present socioeconomic trends including European Union enlargement offer new opportunities for both protected areas and local communities. For the wider public the network of certified PAN Parks presents a modern management practice, whilst for protected areas the PAN Parks act as a kind of role model in terms of ensuring long-term protection of biodiversity and adding economic value to nature. In the coming years the PAN Parks Foundation will work towards realising its vision statement: PAN Parks is the gold standard for combining excellence in protected areas management with nature-based tourism development worldwide through the eyes of government, local people and visitors. The approach of PAN Parks Foundation results in benefiting from sustainable tourism on at least 4 different ways • Education and awareness raising among visitors and local communities • The awareness raising among local communities results in decreasing local conflicts
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Nature Conservation is integrated into the regional policy through the STDS Sustainable Tourism development can also lead to fundraising for conservation projects (see example at http://www.exodus.co.uk/holidays/cfa.html)