ESTC 2008: Ronald Sanabria, Rainforest Alliance by The International Ecotourism Society

Sustainable Tourism Stewardship Council Origins and Development

ESTC • VANCOUVER • OCTOBER 2008

Why Consider an International Sustainable Tourism Accreditation System?

Challenges in Tourism Certification Marketing False claims Confusion between tourism certification and other tourism awards and endorsements Consumer and industry confusion about number and variety of certification seals in the marketplace Local certification schemes with no international recognition Communication Isolated efforts Fragmentation Duplication of efforts Wednesday, November 05, 2008 / ©2008 STSC

Challenges in Tourism Certification

International Credibility Not all labeled as “eco” is truly “eco”- greenwash. Green labels should have precise requirements and these must be respected. Need for an international mechanism to help coordinate efforts and enhance credibility of certification through accreditation.

A Missing Link for Effective Certification

Recognition and acceptance Tourism Operation (Applicant)

Tourism Market

Certification Awarding Body (Certification Program) Accreditation Accreditation Body Wednesday, November 05, 2008 / ÂŠ2008 STSC

Early Developments

2000 – Unanimous endorsement for undertaking feasibility study at the first international conference on tourism certification (Mohonk Conference). Development of the Mohonk Agreement. 2001 – Launch of the ECO-LAB project, known as the “VISIT Initiative” to unite ecolabels in Europe. 2001 – Ford Foundation awarded funding for STSC feasibility study. 2001/2002 – Bottom up approach through wide consultation at the International Year of Ecotourism’s regional meetings and others.

2001-2003: Sustainable Tourism Stewardship Council Feasibility Study

Â&#x192; Objective: To investigate the possibilities for creating an international stewardship / accreditation body for sustainable tourism certification programs and devise the steps necessary for its implementation.

Wednesday, November 05, 2008 / ÂŠ2008 STSC

Lessons Learned from other “Stewardship Councils”

Feasibility Study: A participatory process

Advisory Committee with 40 members. +20 consultation workshops worldwide: Brazil, Australia, UK, Belize, Germany, USA, India, Peru, Kenya, Thailand, Sweden, and others. UNWTO member survey. All project documents available online www.stscouncil.org Electronic list-servers, questionnaires and direct communication. Wednesday, November 05, 2008 / ©2008 STSC

Proposed Main Responsibilities

Promote consumer and industry awareness.

Raise environmental and social standards in the industry. Provide consumers with information for the selection of socially and environmentally friendly products and services. Guide the establishment and development of certification programs. Increase credibility of certification programs through accreditation.

Perceived Benefits from Consultations

Protect the environment, residents and consumer rights by reducing “greenwashing” and false claims. Give exposure to certification programs and their certified products as globally recognised sound operations. Service tour operators, travel agencies, associations and NGOs committed to sustainable tourism to identify sound programs to recognize or work with. Promote a powerful global brand with marketing value to complement current marketing strategies of accredited certification programs.

STSC Feasibility Study Summary Results & Recommendations

Documentation of worldwide interest in a stewardship system to accredit sound certification programs. Proposal for a phased implementation plan. First step: consolidation of regional networks to strengthen certification programs.

One Example of a Regional Network: VISIT

2001-2004 ECEAT, ANPA Reisepavillon, ECOTRANS,NFI

1.to achieve agreement with leading tourism eco-labels on a common basic standard

¾ VISIT Standard with 21 key requirements

2. to identify highly reliable eco-labels with their individual strengths

¾ 12 VISIT Eco-labels

3. to raise awareness for eco-labels, VISIT indicators for destinations

¾ VISIT Message

4. to facilitate the access to certified products 5. to establish a European network of eco-labels

¾ VISIT Promotion and Marketing ¾ VISIT Association: 8 certificates & other

2005-2007

TourBench system for monitoring & benchmarking (9 languages)

2008- …

VISIT workshop Jan.08 Ä work program 2008 – 2009 (under dev.)

2003: Sustainable Tourism Certification Network of the Americas

Further Progress (2003-2008) 2003 – Launch of the Sustainable Tourism Certification Network of the Americas. 2003/2004 – UNWTO regional conferences on tourism certification. 2004/2007 – TIES-CESD research on marketing, SMEs participation, monitoring & evaluation and finances of certification. 2005 – Initial organizing of virtual network in Asia Pacific (TIES). 2008 – Initial networking in Southern Africa (FTTSA, Green Wilderness). 2004/2005 – Ford Fndn-funded partnership. Wednesday, November 05, 2008 / ©2008 STSC

Partnership Accomplishments 1.

Developed the UNEP and UNWTO publication entitled â&#x20AC;&#x153;Making Tourism More Sustainable: a Guide for Policy Makersâ&#x20AC;?.

Develop initial baseline criteria for sustainable tourism certification programs in the Americas.

Hosted a high level consultation meeting to discuss need for developing a business plan for the STSC (Oct. 2005).

2006-2007: Business Plan for the STSC

â&#x20AC;&#x153;The core mission of the STSC is to enhance the sustainability of tourism operations by ensuring better environmental and social performance, and improved economic benefits to local communities and to certified businesses worldwide.â&#x20AC;?

Wednesday, November 05, 2008 / ÂŠ2008 STSC

Proposals for Implementation Three-phased Development of the STSC Core Governance Body & Staff

1 Knowledge Network Phase 2007

2 Partnership Phase 2007 - 2008

3 Accreditation Phase 2009 - 2012

STSC Advisory Council (covering global regions)

STSC Temporary Executive Board â&#x20AC;&#x201C; 12 seats

STSC Global Network on Sustainable Tourism Certification

Membership Organization

Coordinator and Development Officer

Initial multi-stakeholder council with regional representation 32-40 Seats

STSC Board of Directors 12

STSC Stakeholder Council 32-40

Executive Director and Program Staff 7-13

The fundamental STSC financial dynamics Financial needs, by phase 2008 Network phase: estimated: $90,000

Financial sources, by phase

2008-9 Partnership phase: estimated: $600,000

Foundations, intergov. agencies, and businesses

2009-12 Accreditation phase: est. average of $1.6 million per year

Foundations

Foundations, accreditation revenues, training & license fees ( financial sustainability by 2012) 19

Placing the STSC finances in context Total core FSC global administrative costs of €5 million/year, covers accreditation and system management for 10% of the worlds working forests, more than 1000 forest management certificates, and 8000 chain-of-custody certificates (est. 0.05% of wholesale price of harvests) Total Fairtrade Labelling global administrative costs of €25 million/year, covers certification and management of retail sales exceeding €3 billion in 2007 (0.8% of sales), with sales growing much more rapidly than costs Wednesday, November 05, 2008 / ©2008 STSC

2008: Increased Demand for Information

How do we... set up a credible certification program? connect with others also working on certification to share experiences? How can I... get more information about what an ecologo means? give priority to selling certified if I do not how credible and trustworthy a certification program is?

Increase Demand for Information

How can we increase... market benefits of selling certified and getting certified? access of small operations to certification processes? Where... should I stay during my vacation to make sure I am contributing to local development?

What’s the word? Increased Coverage from Media

J uly 20 04

“The confusing array of eco-certification programs around the world prompts a push for a universal standard.” -– John Newton, “It’s Not Easy Being Green,” Conde Nast Traveler

“Hundreds of businesses tout their “ecotourism” credentials, and scores of organizations work to certify that some of these are actually valid, yet the uninitiated traveler has no way of knowing whether the Ecotourism Society of Saskatchewan is as effective as Australia’s Nature and Ecotourism Accreditation Program, or whether that wonderful guide in Borneo spends his weekends poaching tropical snakes.” -– Barry Lynn, “The Accidental Ecotourist.” American Way

“Unfortunately, there is no international agency that guarantees if a trip is ecological or eco-friendly. There is no agency that awards an international seal of approval, whereas there are, literally, hundreds of programs that all have different standards…” -- Pauline Frommer, “Eco-Tourism: Environmentally Friendly Vacations,” BusinessWeek television Wednesday, November 05, 2008 / ©2008 STSC

“The problem is that in the United States, "we don't have one single source that clearly defines what is or is not a green hotel," said Glenn Hasek, editor and publisher of Green Lodging News, an independent e-mail newsletter that covers the eco-hotel industry. Unlike in Canada, Costa Rica and some other countries, no single U.S. agency or organization verifies the credentials of eco-lodging. Nor are there many guidebooks or comprehensive directories devoted to the subject.” – Gary Lee, Washington Post

“…Unlike timber products, which have the Forest Stewardship Council to ensure the wood has come from a well-managed forest, the tourism industry lacks a common set of standards. The Sustainable Tourism Stewardship Council (www.stscouncil.org) could be the beacon in this green fog... the proposed council will accredit the certification programs, providing a global mark that travellers can trust everywhere in the world. -- Hannah Hoag, “Everyone is getting on the green-travel bandwagon, but which choices truly make a difference?” The Globe and Mail (Canada)

Steps toward the launch of the Sustainable Tourism Stewardship Council

Wednesday, November 05, 2008 / ÂŠ2008 STSC

April 2008 Meeting at UNEP

38 participants from 16 countries, covering all stakeholder groups including existing certification systems, international finance institutions, social and environmental NGOs, and representatives of UNWTO, UNEP, and the UN Foundation. Structured to review history, need, and intent, and to consolidate final agreements on processes for moving toward the launch. Designed to create a “road map” of steps toward eventual launch of the STSC.

Agreement on basic elements of the STSC

NOT, a new global sustainable tourism certification system RATHER, a global accreditation system that lends credibility to all existing and future certification systems that meet minimum criteria, based on the UN baseline criteria ORGANIZED, as a stand-alone multi-stakeholder NGO, with representation from environmental and social groups and the tourism industry, and technical advice from UNEP & UNWTO FINANCED, initially by foundation and industry sources, but eventually in fee-based self-financed sustainability GOVERNED, by a balanced international board of directors elected by a full assembly of stakeholders

Outcomes of the meeting

Agreement to proceed to a launch of the STSC, hopefully in January 2009 in a UN-affiliated space in New York. Agreement to launch a UN Type II Partnership (70+ partners already committed). Agreement on a process to create a Temporary Executive Board to organize the stand-alone NGO. Agreement by UNEP to serve as administrative & fiscal sponsor for the launch activities, until the new NGO is formed.

Temporary Executive Board Chris Thompson Business Chamber – Europe Kelly Bricker Business Chamber – Intl. Amos Bien Business Chamber- Latin America Steve Noakes Business Chamber- Asia Pacific Neel Inamdar Environmental Chamber – Intl. Oliver Hillel Environmental Chamber – Intl. Martina Kohl Environmental Chamber – Europe Naut Kusters Environmental Chamber – Europe Erika Harms Social-Cultural Chamber – Intl. Wednesday, November 05, 2008 / ©2008 STSC

Tricia Barnett Social-Cultural ChamberIntl. Luis Sarmento Social-Cultural Chamber- Africa Anna Spenceley Social-Cultural Chamber- Africa Herbert Hamele Independent Chamber – Europe Michael Conroy Independent Chamber – US Cathy Parsons Independent Chamber – Asia Pacific Guy Chester Independent Chamber – Asia Pacific Fabian Roman Independent Chamber – Latin America 29

STSC Next Steps

Registration of the STSC as a UN Type II Partnership. Become part of it! sustainabletourism@ra.org Begin cross regional exchanges among regional networks. Reach agreement on criteria for sound certification programs. Seek and confirm seed funding for its launch. Target date: January 2009.

Questions, Answers & Testimonials www.stscouncil.org sustainabletourism@ra.org Tel/Fax: +506 2 234-8916 ext 143