Climate Change & Youth Travel a youth travel industry guide
WYSE Travel Confederation
Climate Change and Youth Travel
“Youth travel enables young people to enrich their lives with new experiences, to enjoy and to be educated, to learn to respect foreign cultures, to establish friendships, and above all to contribute to international cooperation and peace throughout the world.� Francesco Frangialli Secretary-General, World Tourism Organization
Climate Change and Youth Travel
WYSE Travel Confederation
Climate Change and Youth Travel A Youth Travel Industry Guide
Youth travellers are socially and environmentally passionate. They are looking for solutions that will help them balance their need for travel, against their desire to minimise the environmental impact of their travel. The youth travel industry can help give them these solutions. By implementing some of the tools described in this industry guide, members of the World Youth Student & Educational (WYSE) Travel Confederation can begin to create a sea change—ingraining responsible travel habits amongst millions of youth travellers. It’s our chance to make a difference and to begin to answer the burning “questions of conscience” confronting our industry and our world. WYSE Travel Confederation
WYSE Travel Confederation
Climate Change and Youth Travel
Background
Facts on Climate Change - - - - - -
Consensus exists that humans influence the global climate, and human activities contribute to global warming. Humans add 26 billion metric tonnes of the principal greenhouse gas (GHG) carbon dioxide (CO2) to the atmosphere per year (approximately four metric tonnes per person). GHG emissions have risen 70 percent between 1970 and 2004. Global CO2 emissions from aviation are small compared to other industries. However, although aviation is responsible for only 2 to 2.5 percent of total CO2 emissions, these emissions are predicted to rise annually. The scientific community has identified the transport industry (and particularly the aviation sector) as part of the climate change problem. Individuals and organisations can make a difference by mitigating their emissions, making their practices more sustainable, and reducing the impact of their actions on our global climate and environment.
Future Implications - - - - - -
There is agreement from the public, the press, and from world governments that we have a responsibility to act, and the consensus is that the time to act is now. The Intergovernmental Panel on Climate Change’s (IPCC) assessment reports point to potentially stricter governmental regulations on the travel industry in the future. A proactive industry approach today could lessen the severity of regulations in the future. Specific potential regulatory action includes establishing a cost for carbon emissions (a “carbon price”) through: a carbon tax, compulsory trading schemes, or regulation. Economist Sir Nicolas Stern’s 2006 report to the British government claimed climate change could have huge potential economic and social consequences in the future, likening the impacts to those experienced after the great wars and economic depression in the first half of the 20th century. Stern reported a possible 20 percent decrease in the potential global GDP if we fail to act now, and reported an investment of 1 percent of the global GDP per year is required to avoid the worst future effects of climate change.
Climate Change and Youth Travel
WYSE Travel Confederation
WYSE Travel Confederation members have the power to educate millions of young travellers, to help them to make responsible choices while travelling, and to decrease the impact of their travels on climate change. This population is our future: developing responsible travel habits today will help them foster greater environmental and social responsibility tomorrow.
The Dilemma of the Youth Travel Industry “Travel is in our blood.” That’s how 73 percent of 24,500 individuals responded in Lonely Planet’s 2007 “Travellers’ Pulse” survey. That is a great thing. According to the World Economic Forum, tourism is essential in reducing poverty in the poorest countries. We have no doubt that youth travel, and in particular responsible travel, is a valuable personal development experience that makes a contribution to international understanding and respect. However, we as a global industry must now recognise that there is an environmental cost associated with this travel. And that we can help. By utilising our strategic position as conduits of information to millions of youth travellers around the world, we have the opportunity to help answer the “question of conscience” that is confronting our travellers and our industry. Through educating and engaging our youth to travel responsibly, and by becoming more sustainable as an industry, we can help provide solutions, while growing many future generations of responsible travellers. And that is priceless.
WYSE Travel Confederation
Climate Change and Youth Travel
Climate Change and Youth Travel
WYSE Travel Confederation
The Unique Carbon Footprint of Youth Travellers We all know that young people travel to discover new cultures and to truly experience the local communities they visit—essentially resulting in staying longer and experiencing more. Youth travel habits differ from mainstream travel; likewise, youth travel’s measurable impact on the environment—its carbon footprint—is indeed also unique. Using information from the Travel Industry of America, the average business traveller spends 3.3 days at a destination per business trip. A business traveller’s carbon footprint per travel day for a round trip to New York (JFK) and London (LHR) could be therefore illustrated as the following: CO2 Footprint of a business Traveller
Business Traveller (business class)
Business Traveller (economy class)
CO2 emissions from flights in kg (JFK to LHR)
4860
3140
Duration of trip in days
3.3
3.3
CO2 footprint per travel day in kg
1472.73
951.52
Using data from the 2007 “New Horizons II – The Young Independent Traveller” survey, a youth traveller’s carbon footprint per travel day is calculated as nine percent of a mainstream traveller’s (even when factoring in several potential short-haul flights during a youth traveller’s trip). The chart below shows the daily CO2 footprint of a long-haul youth traveller who chooses to add several short-haul flights to his or her travel itinerary.
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=
g
WYSE Travel Confederation
In addition, youth travellers generally stay in local accommodation (hostels, guest houses, or with friends or relatives), and use public transportation during their trips. This type of travel emits less carbon than business travel, which usually involves accommodation in large hotel chains, and the use of taxis or rental cars upon arrival.
Climate Change and Youth Travel
While not erasing the impacts of youth travel on the environment, these facts do help us put the environmental costs of young travellers in perspective. However, there is much we can do to make youth travel even more environmentally sustainable. By encouraging young travellers to think critically about their actions while travelling—giving them the knowledge to adopt responsible travel habits before, during, and after their trips—we make them better travellers and better global citizens.
A Receptive Audience With A Demand For Solutions Young travellers are receptive to information about the effect of their travel on global climate change and they will be early adopters of solutions to mitigate their impact. They are socially and environmentally passionate, and are looking for ways to balance those passions against their desire for their next “once-in-a-lifetime trip”. In addition to staying longer at destinations, many young travellers are finding a potential solution in carbon offsetting—the practice of mitigating greenhouse gas emissions by measuring one’s carbon footprint, and investing in offset projects that help compensate for one’s CO2 emissions. In the 2007 Lonely Planet “Travellers’ Pulse” survey, 84 percent of survey respondents replied that they would consider offsetting their emissions in the future. These statistics show a dramatically increased interest from previous years: only 31 percent had participated in carbon offsetting in the past. Maintaining the upward trend, 90 percent responded that they would or might purposely travel in a low-impact way in the future, and 93 percent replied they would or might purposefully partake in environmentally friendly travel in the future, compared with much lower percentages in the past—70 percent, and 36 percent respectively.
Climate Change and Youth Travel
WYSE Travel Confederation
The Business Case for Corporate Social Responsibility Proactive companies willing to help provide environmental solutions to youth travellers do not go without reward. Youth travel organisations that adopt responsible practices empower their brands and increase their reputation with their target demographic. In a 2005 study by the Natural Marketing Institute, just over 70 percent of American consumers indicated that knowing a company is environmentally mindful in their business practices increased the likelihood that they will purchase their products. Individuals were less likely to purchase from organisations identified as “socially irresponsible”. Another 2005 consumer survey by Global Market Insite showed a growth trend toward responsible products in the youth market. 50 percent of participants in the 18 to 29-year old demographic reported that they would spend more on organic, environmentally friendly, or fair trade products. These statistics demonstrate the demand for and potential benefits of responsible travel solutions.
What’s the Deal with Carbon Offsets? Introducing Carbon Offsetting
The practice of offsetting carbon emissions is now a generally accepted solution to help travellers take responsibility for their carbon footprint. To offset the carbon emissions of their flight, individuals can use a carbon calculator to establish their carbon footprint—the amount of CO2 their flight will emit—and purchase offsets in an amount directly proportional to their emissions on that flight. The carbon offset market has seen enormous growth in the past few years. $110 million USD was spent on voluntary carbon offsets in 2006—a 1,733 percent increase from the $6 million USD spent in 2004. While voluntary carbon offsetting is not regarded by environmentalists as a standalone solution to mitigating climate change, it is largely accepted as playing an important role in educating the public about the cost of carbon emissions, and offsetting the portion of one’s carbon footprint that one cannot reduce.
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Climate Change and Youth Travel
Overview of Project Types Before investing in a carbon offset programme, individuals should consider which type of projects they would like to support. Funds collected in carbon offset programmes are generally used to reduce greenhouse gas emissions through the types of projects listed below. Renewable Energy
Wind, hydro, and solar energies reduce emissions and dependence on energy produced through fossil fuels. Widely regarded as highly important for the future.
Energy Efficiency
Replacing technologies with products that use less energy to do the same task is also regarded as crucial for a low-carbon future.
Methane Capture
As methane is 21 times more powerful than CO2 as a greenhouse gas, methane capture projects can be highly effective in GHG reduction.
ForestryÂ
In most cases, trees absorb CO2 and release oxygen. However, there is a high degree of variability in carbon sequestration projects, based on measurement and permanence. Forestry projects are therefore not widely recommended as a carbon offset method.
Source: The CarbonNeutral Company
Guidelines Currently, many of the most reputable carbon offset companies charge more, usually because their projects adhere to stringent verification and standards like the Gold Standard or the Clean Development Mechanism (CDM). Until industry-wide standards and verification processes are accepted, it is best to purchase offsets from organisations that operate projects under the Gold Standard—largely regarded as the most rigorous standard available today. Organisations should tell their customers to purchase carbon offsets from highly reputable companies that offer many details about their projects. This process helps ensure customers know what they are funding, and gives them the reassurance that their investments count.
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The Tufts Climate Initiative recommends considering the following before investing in offset programmes: - Determine how much of your investment goes directly to the projects, and how much goes into overhead. Non-profit companies usually spend less on overhead, and more on the project itself. - Choose an organisation that details its projects thoroughly on its website. Know where your investment is going. - Check the third-party verification process used by the organisation. This ensures the project is meeting goals and operating properly, even after the project has ended. - Avoid forestry projects. - Choose projects that will only happen with your investment. - Choose projects that have a local community benefit beyond carbon reduction (i.e., introducing technology and creating jobs through a solar energy project in Eritrea). - If you have to make a choice, choose to offset less with high-quality projects, rather than offsetting more with low-quality projects. While the high-quality projects may be more expensive, you have the assurance that your investment is going to good use. The Gold Standard provides the strictest guidelines to date, and is highly recommended and trusted.
Source: Tufts Climate Initiative
See page 12 of this guide for the Tufts Climate Initiative’s very helpful comparison of some of the current carbon offset organisations.
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Tufts climate initiative’s comparison of carbon offset companies Company
Calculator Accuracy
Standards & Verification
Project Location
atmosfair
Excellent
CDM, Gold Standard
International
climate friendly
Excellent
Green Power, Gold Standard
International, Do
Myclimate
Very good (Swiss site). Acceptable but emissions likely underestimated (US site).
Gold Standard
International
NativeEnergy
Very good
Green-e, Climate Neutral Network
Domestic
CarbonCounter
Very good
Climate Trust
International, Do
Carbonfund
Emission calculations too low
CCX, Green-e, ERT
International, Do
The CarbonNeutral Company
Emission calculations too low
Voluntary Carbon Standard version 1
International, Do
Climate Care
Emission calculations too low
NA
International
Offsetters
Emission calculations too low
NA
International
TerraPass
Emission calculations too low
Green-e, CCX, CRS
Domestic
Better World Club
No air travel emissions calculator
NA
Domestic
Cleanairpass
No air travel emissions calculator
CCX
International, Do
Solar Electric Light Fund
No air travel emissions calculator
NA
International
Source: Tufts Climate Initiative 12 Climate Change and Youth Travel
WYSE Travel Confederation
Project Type
Price per ton of CO2 offset (US$)
For-profit or non-profit
Overall Recommendation
Renewable, Energy Efficiency
$17.30
Non
Yes
Renewable
$14.50
For
Yes
Renewable, Energy Efficiency
$18.00 (US site) $27.40 (CH site)
Non
Yes
Renewable
$12.00
For
Yes
omestic
Renewable, Energy Efficiency, Sequestration
$10.00
Non
With reservations
omestic
Renewable, Energy Efficiency, Sequestration
$5.50
Non
With reservations
omestic
Renewable, Energy Efficiency, Sequestration, Methane Capture
$18.40 (inc. 17.5% VAT)
For
With reservations
Renewable, Energy Efficiency, Sequestration
$12.57
For
With reservations
Energy Efficiency, Sequestration
$13.03
Non
With reservations
Renewable, Energy Efficiency
$10.00
For
With reservations
Energy Efficiency
$11.00
For
No
Renewable, Energy Efficiency, Sequestration
$7.98
For
No
Renewable
$10.00
Non
No
omestic
omestic
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“We have to adapt. We have to mitigate. And we have to lead not simply react.� Francesco Frangialli Secretary-General, World Tourism Organization
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Responsible Travel Toolkit: Step-by-Step Suggestions in Promoting Environmental Responsibility to Customers Putting a Cost on Carbon To provide carbon offsetting as an option for their customers, most organisations install a carbon calculator offering offset purchase options on their website. Travellers can then input their travel destinations on the carbon calculator; the calculator redirects the user to the offsetting partner’s website for CO2 footprint estimates, and for offset purchase. Publicising the environmental costs associated with travel activities helps youth travellers make more responsible decisions while on their trips. Gradually, youth travellers will begin to envision an environmental price tag associated with actions like leaving the air conditioning on in their rooms during their trips, or using a taxi instead of taking a public bus. Get youth travellers engaged by putting a price on carbon. The Wall Street Journal, for example, published a useful guide on “The Cost of Offsetting Your Vacation”, which helped put a carbon cost on trip activities like “A Scenic Drive”, or “An Afternoon on a Jet Ski”.
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Communicating the Value of Reducing CO2 Emissions Environmentally responsible travel habits do not end with flights alone. During their trips, youth travellers are faced with everyday choices that can have a large impact on reducing emissions. By publicising a few emissionssaving tips, members of the WYSE Travel Confederation can encourage environmentally responsible travel habits for millions of youth travellers. And small, incremental efforts do add up. Check out the Travel Foundation’s estimations on carbon emissions and how these equate to daily activities. How Carbon is Generated and How It Can Be Reduced Ten tonnes of CO2 is generated by: - 30,000 miles in an average petrol car - 82,000 miles personal travel in a bus - Running 86 PCs for a year - Annual average domestic energy consumption for 9 residents of England - 14 long haul air trips or 110 short haul trips - 100,000 miles on a train - A large cruise ship cruising for fifteen minutes This amount can be saved by: - - - -
100 offices switching off non-essential equipment for one night 10-20 households turning down central heating by 1 degree over a year 50 households replacing traditional light bulbs with energy-efficient ones 50-100 holidaymakers who already choose not to use a car whilst on holiday
In your office: - - - - - - -
A PC monitor left on overnight wastes enough energy to laser print 800 A4 copies. A PC monitor switched off overnight (instead of leaving it on standby) saves enough energy to microwave six dinners. A photocopier left on overnight uses enough energy to produce over 1500 copies. Lighting an office overnight wastes enough energy to heat water for 1000 cups of tea. A typical window left open overnight in winter will waste enough energy to drive a small car over 35 miles. Leaving a computer on 24/7 costs four times more than if you switch it off at night and weekends. Substantial savings are possible through efficient air conditioning.
Relating carbon to flying: - -
A 747 jumbo jet flying to Miami and back from London will emit 550 tonnes of CO2. A 10,000 km overall return flight (Manchester to Boston) for one person is about 1 tonne of CO2.
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Providing Information How does an organisation begin promoting environmentally responsible travel? The first step is to educate your market. There is a wealth of information available about how to travel responsibly, and many non-profit organisations gladly give this information for free or for a nominal fee. Many young travellers would adopt responsible travel practices if they were aware of them, and if they were conscious of the potential positive effects. To assist in this educational effort, the Travel Foundation (a non-profit organisation that specialises in helping the travel industry take effective action on sustainable tourism) provides free print and digital documents, training module DVDs, and interactive training courses for staff and managers. Ask permission to link to these documents on the web, send them to customers as part of a “customer packet”, or distribute them as communications tools to staff. The Travel Foundation’s resources detail everything from electricity conservation while on holiday, to using sustainability to give businesses a competitive edge. Their brochures are geared to both the travel industry and travellers, and they even have guides specifically targeting the 18-30 year old traveller. For a full listing of Travel Foundation brochures, see our section on “Additional Resources”. Additional valuable tools include booklets and guides from Greenpeace and The Seattle Times, which teach young travellers how to be more energy efficient on their travels, and in their daily lives. Ask for permission to reprint or link to these materials on the web, or develop a company-branded guide. Direct links to these materials can be found on the WYSE Travel Confederation website at www.wysetc.org.
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Building Communities on the Web Develop marketing programmes that will generate increased word-ofmouth. Some examples include creating viral marketing campaigns on the web, setting up a blog where customers can share their best responsible travel tips, or asking youth travellers to nominate their favourite green destinations. By creating a community through viral marketing techniques, companies not only increase environmental awareness and discussion, they foster a community around their organisation—which could potentially increase customer loyalty. Promoting Sustainable Travel Interested in actively promoting environmentally responsible activities, trips, or tourist destinations? Use the Travel Foundation’s “Guide on developing a sustainable excursion”, or publish directory information on businesses that have sustainable business practices. This practice gives added value to an organisation, and increased service offerings to youth travellers. For inspiration in developing sustainable excursions, read the United Nations World Tourism Organization’s Global Code of Ethics for Tourism. It provides a framework for further development of a tourist industry that benefits local economies, minimises environmental impacts, and promotes global peace and understanding. Branding Giveaway Items Looking for a free gift idea? Provide copies of responsible travel books, like the Ethical Travel Guide or Lonely Planet’s Code Green: Experiences of a lifetime. Code Green is a compendium of responsible travel stories, which inspire and teach young travellers the importance of environmental responsibility, and cultural respect. Place a small sticker with the organisation’s name on the front of the giveaway item, indicating the gift’s sponsorship. Not only will the organisation be investing in a sustainable giveaway item that won’t be thrown away, it will also be aligning the organisational identity with environmentally responsible travel. WYSE Travel Confederation
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Leading by Example, and Publicising It Communicating responsible practices to customers is beneficial on many fronts: it educates youth travellers, it gives a sense of organisational pride to employees, and studies show that responsible organisations are more attractive to youth travellers. Organisations should use their websites to promote their responsible practices. Detail sustainable practices on the “About Us” page, publish a simple but clear “We’re Carbon Neutral” designation at the top of the page, devote full sections to exploring the issues, or completely develop it as part of the organisation’s brand identity. The first step in promoting the importance of responsible travel is to talk about the issues; the web is the perfect place to do it, at a minimal cost. Organisations that fully embrace environmentally responsible travel as part of their organisational identity may consider putting together a climate change glossary on their website. This not only helps to explain the issues to unaware customers, but demonstrates the organisation’s environmental awareness to its customer base. The Pew Center on Global Climate Change hosts an extensive glossary of climate change terms on their website, and is a great example. Becoming a Carbon Neutral Organisation Organisations that wish to lead by example may choose to take their responsible practices to the next step: reducing their organisation’s carbon footprint or making their office carbon neutral. Several resources are available on the web to help reduce one’s carbon footprint, and some companies will work one-on-one with an organisation to calculate its emissions. On-site consultants can also assist with recommending potential efficiencies. Once an organisation has gained a reputation as a carbon neutral organisation, it should make sure to tell its customers about it! Companies that adopt responsible practices can help influence their customer’s own behaviour, and can potentially increase the customer’s loyalty to the business.
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Additional Resources This guide and other helpful downloadable tools are available on the WYSE Travel Confederation website at www.wysetc.org. Toolkit Checklist o Step one Link to existing responsible travel resources on the web Give travellers tips on environmentally responsible travel habits Promote the organisation’s responsible practices Send responsible travel brochures as part of a customer packet Train staff to promote responsible travel o Step two Co-brand useful giveaway items, like Ethical Travel Guide or Code Green Launch viral marketing campaigns Promote customer involvement via blogs or contests Promote responsible travel destinations or businesses o Step three Introduce carbon offsetting Partner directly with an offset organisation on the web Publish info on carbon costs Publish tips on carbon reduction o Step four Develop sustainable trips Host sustainable events Recruit an on-site consultant to help reduce energy waste and consumption o Step five Become a carbon neutral organisation Carbon Offset Organisations atmosfair CarbonCounter.org Carbonfund.org The CarbonNeutral Company Climate Care climate friendly 22 Climate Change and Youth Travel
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Myclimate NativeEnergy TerraPass Useful Websites and Organisations (visit www.wysetc.org for a full list of links) Ecological Footprint Quiz Energy Saving Trust (UK) Green Globe Home Energy Saver (US) Pew Center on Global Climate Change Sustainable Aviation The Travel Foundation United Nations World Tourism Organization Downloadable Brochures and Tools (visit www.wysetc.org for a full list of links) Conservation International’s Center for Environmental Leadership in Business - Event Report: Making Biodiversity Work for Your Travel Business - Environmental Walk-Through Program Belize Brochure (English) - Environmental Walk-Through Program Mexico Brochure (Spanish) - From Ship To Shore (English and Spanish) - The Green Host Effect - A Practical Guide to Good Practice: Managing Environmental Impacts in the Marine Recreation Sector and Self-Assessment Checklist (available in English and Spanish) - A Practical Guide to Good Practice: Managing Environmental and Social Issues in the Accommodations Sector - A Shifting Tide, an Interim Report on Environmental Challenges for the Cruise Industry - Supply Chain Management Tool - Tour Operator Initiative (TOI) Rimini Report 2001 - Tour Operators’ Sector Supplement Greenpeace - How to Save the Climate: Join the Energy [R]evolution Pew Center on Global Climate Change - Glossary Overview The Seattle Times - Climate Challenge. It’s time for a carbon clean sweep!
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The Travel Foundation - Accommodation Self-Checklist - Animal Interaction Tools - Changing Lives DVD - Climate Change & Tourism: A guide for managers - ECPAT Tour Operator Tools - Hotel Makeover - Increasing Local Economic Benefits Report - Legal/Policy Overseas Booklets - Make a Difference When You Travel: A guide for everyone - Make a Difference When You Sell: A guide for travel agents - Make a Difference While You Party: A guide for 18-30yr olds - Making Tourism Count - Guidelines - MyTravel Case Study - Play Your Part: A guide for overseas staff - Play Your Part: DVD - Recycling Cans On-board: A guide for airlines - Sustainable Excursions Guidelines - Sustainable Tourism: Travel that makes a positive difference - Tourism Supply Chains - Training Course for Tourism Managers  - Turtles in Trouble The Travel Foundation has also published several responsible travel destination guides for the following locations: - Bulgaria - Cyprus - Dominican Republic - The Gambia - Grenada - India - Kenya - Majorca - Malta - Mexico - Spain - Sri Lanka - Thailand - Tobago
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Coming soon: - The Caribbean - Croatia - Egypt - Greece - Morocco - Turkey Tufts Climate Initiative - Flying Green: How to Protect the Climate and Travel Responsibly. - Voluntary Offsets for Air-Travel Carbon Emissions: Evaluations and Recommendations of Voluntary Offset Companies The Wall Street Journal - The Cost of Offsetting Your Vacation
Further Reading Clark, D. 2006. The Rough Guide to Ethical Living. Rough Guides Limited. Henson, R. 2006. The Rough Guide to Climate Change. Rough Guides Limited. Lorimer, K. 2006. Code Green: Experiences of a Lifetime. Lonely Planet Publications. Pattullo, P., with Minelli, O. 2006. Ethical Travel Guide: Your passport to alternative holidays. Tourism Concern/Earthscan. Richards, G. 2007. “New Horizons II – The Young Independent Traveller”. WYSE Travel Confederation. Stern, N. 2006. “Stern Review on the economics of climate change”. Cambridge University Press. “Travellers’ Pulse Survey”. 2007. Lonely Planet.
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Climate Change & Youth Travel was produced with fully sustainable materials, using FSC paper and soy-based inks WYSE Travel Confederation
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WYSE Travel Confederation, 2007 Keizersgracht 174 1016 DW Amsterdam The Netherlands www.wysetc.org info@wysetc.org telephone +31 20 421 2800 28 Climate Change and Youth Travel
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