Entrepreneuring sustainable tourism by Vida Económica

E N T R E P R E N E U R I N G *

S U S T A I N B L E *

Jack Soifer specializes in sustainable tourism, conservation and environmental protection. He is globally recognized as an authority on ecotourism, and he serves as independent expert or judge with the representatives of the UN World Tourism Organization, and of the UN Environment Program. I congratulate the author and suggest the reading of his book and implementation of his recommendations. Frank Devlyn, Past President of Rotary International

T O U R I S M Ja ck Soi fer

ENTREPRENEURING SUSTAINABLE TOURISM JJa acck kS So oiiffe err

0. CONTENTS 1.Foreword 3.Introduction and thanks 5

4 2. Executive Summary 4. Tourism: best practice s 9

The importance of tourism; Sustainable & ecotourism; Is it profitable? Organising this book; Target-populations

Water conservation; Energy conservation: electricity, heating & air conditioning, cooking; Packaging; Solid waste, Food waste, 5. Why, What for... 13 Transportation; Personnel & community; .Ecovita in Ecuador; What is Sustainable Tourism? Accommodation Park, New Zealand Developments in the Mediterranean Questions and answers Who is responsible? Case1: La Serena

7. Expectations

25 6.Niches, non-urban tourism 17

Wait with a smile; Keep your promises; Non-verbalised expectations; Reading, asking questions; Being prepared, networking; Men & Women, semi-single; Old people – not much; Questions Expected savings: Canada; RCC at seas

Bird watching; Mountaineering; Lodges and eco-resorts Orchid, plants, rocks, caves, rock art Flower-power; Fishing and photo Naturism, rafting, diving, canoeing, flying Kite-surfing, paragliding, mountain-biking

8. Sustainable Buildings 31

Sea-shore buildings: Construction 37 materials and design, Airing, Insulation, Energy, Water At hotels, lodges, resorts: with small, Rural buildings: Construction fair, heavy and no investments; materials and design, Airing, The Travel Foundation; Insulation, Energy, Water At bars, restaurants: with small, fair, Suburban buildings: Construction heavy and no investments; materials and design, Airing, On the transport (van, bus, boat): with Insulation, Energy, Water small, fair, heavy and no investments; Urban Travel agencies: with small, or 10.Sustainable destinations 41 no investments; Germany, Sweden and the EDEN Airlines: Virgin carbon certificates Sustainable villages In clusters: quality, marketing A few best practices: Costa Rica, Israel, Certification:STI,EU-flower,GreenGlobe Morocco, Italy, Greece, Canada What can I €arn? Word of mouth, Visitors in sustainable destinations saving costs, boosting occupancy

9. What can I do? What can I €arn?

11.Profits: a green restaurant 47 12.Evaluation and responsibility Case study 1: on the beach; Organising a first-class restaurant; Plans, checks, hygiene, music; An unforgettable extra; Savings, if you have ground space; Savings in premises; Yours - A successful restaurant?

13. Agencies, clusters, next? What can my club or association do? What can my cluster do? What can I do?

Evaluating my business: Restaurant/ bar, Resort/hotel, Transport, Using results, Example of a form: hotel/restaurant, Evaluating my destination, Authorities’ and businesses’ responsibilities 57 Trends for future gains

14. Recommendations

3. INTRODUCTION AND THANKS Mission Statement, Holiday Accommodation Park, NZ:

To exceed customer expectations with the quality of facilities and range of services within a framework of environmental commitment.

Thanks Thanks to my wife Valkíria, who has been always alongside me in this long adventure. To Jim Power, Litsa Papathanassi & Hulya Aslantas, Skål International, who first proposed and then motivated the expansion from the previous Portugal-focussed project, to this one. I have written in simple language, as most of those who really master a trade choose to express themselves in simple words. My target-readers do not have the time to read many books a year; I thus focussed on the substance and offer many case-studies, most from my personal experience. Obrigado/thanks: Hugo Stumpf, Jaime Riba, Armindo Jacinto, Francisco Palma, Francisco Muñoz, Lone Ricks, S.M.Adil, Léonie Ferns, Barbara Powdrill, Goran Hansson, many others. This book focuses on tips for the owners of SMEs. Volume II focuses on destinations & regions.

The importance of tourism Tourism is an important relaxation activity. Many people use long weekends and vacations to visit destinations that offer them the maximum opportunity to relax. Each year many visitors choose different sites: beach, city, mountains, cultural or heritage/gastronomic routes. Today, research reveals that most North-Europeans prefer to enjoy a beach or pool in the morning and to take part in an activity after lunch. Pubs and discotheques are the same all over the world and many tourists look for local evening entertainment. Frequently the “new tourist” chooses to combine these sites and activities throughout one day or a whole week according to his budget, cultural hunger, etc. Each tourist has a different profile and dream, and the market is moving away from mass provision, towards customised programmes. Tourism is a pure industry employing many people per invested Euro. It generates the marketing of many other services and products such as handicraft, entertainment, transportation, cheese, homemade foodstuff, wines, etc. These local products may, if well packaged, and labelled with detailed information, spread information to other countries thus facilitating their introduction and future export. The marketing of local products has proved to be immensely valuable to small countries in order to boost exports, and to import machines and other articles from abroad. As opposed to other pure industries such as electronics, Tourism generates employment for people with widely differing levels of education. Tourism employs personnel for cleaning, laundering, restaurant and catering, taxidrivers, guides, managers, pilots, etc. Tourism networks with a variety and a large number of differing sectors in society. Sustainable Tourism is mainly concerned with small & medium-sized enterprises (SME). Finally, Tourism is the world’s fastest-growing industry and the Eco & Sustainable sectors are increasing at the fastest rate - 20% annually.¹) In the first half of 2007 income of world tourism developed well. In Northern Africa with 17%, in Southern Asia with 14%, Northeast Asia 12%, Central America

10%, SE Asia 10%. Arriving foreign passengers rose with 6%.²) Receipts per arrival in 2006 grew to 800 € in N. Europe, 290 in Eastern Europe, 690 in Southern. They reached 500€ in SE Asia. Largest expenditure by outbound passenger was from Germany, US, UK, France, China, Canada. In the first half of 2008 arrivals increased by 2.3% in Europe, 17% in the Middle East. Because of a boosting supply, urban occupancy is low in S.Europe: Greece 59%, Portugal & Italy 60%, Spain 65% and Turkey with a fair 70%. Receipts in Europe rose above inflation.³) Sustainable & Eco-tourism are expanding fast. As large sectors of the population live in urbanised areas, those individuals need more contact, at least from time to time, with natural surroundings. It is no longer sufficient to watch TV displaying woods, mountains and beaches etc. Most people wish to enjoy the real thing, and to experience for themselves the huge variety of colour tones which only flowers and birds seen in their natural habitat can show. Nowadays, people want to breathe pure air, chlorophyll, and to appreciate the natural diversity and to unite themselves with the sublime. In these days it is supremely pleasurable to undertake long walks in fields and among mountains, to reach summits with ravishing panoramas, or to enjoy the warm pleasure of fine sand dunes and salty waters. Today’s tourist is keen to enjoy swimming in a fresh lake with exuberant views, and to learn details about the fauna and flora which have developed throughout millions of years and which make us feel an integral part of this wonderful universe. All the above give us renewed energy and Nature Tourism, mainly Ecotourism, has become an essential part of Sustainable Tourism, especially as it uses mainly local and renewable resources. Also in cities and resorts, tourists are aware of environment and the need to conserve natural resources. For some countries this kind of Tourism may bring such contributions as: • diversifying the regional economy & developing SMEs, • generating many types of local employment, • keeping the lowly-educated populace in the countryside, • improving means of transportation, telecom & sanitation, • generating an alternative income for national & local parks • supporting the conservation of natural & cultural heritage, • reducing the impact on the environment, • improving existing equipment in protected areas,4) • diminishing the long season gap in most destinations.

In Central and North Europe, Ecotourism is very popular and there are no longer half-pristine sites. Only in the Northern Nordic mountains is it possible to wander 15-20 minutes before meeting another tourist, as is the case in a few Himalayan countries and Oceania. In the USA tourists may still find pristine sites when wild nature is the goal, as in Alaska. Portugal, Spain, Italy, Greece, etc, are significant for eco & sustainable Tourism. Their strengths encompass natural and cultural diversity, an attractive climate, sunshine and the proximity to large markets. Also they profit from the advantage of having the inhabitants of their large cities(with a million inhabitants), actively seeking to enjoy nature and valuing the concept of non-pollution. In 2006, for instance, 6% of 12 million foreigners who visited Portugal, chose Ecotourism. In 2007, 23 million Europeans looked for it; in 2015 they will be 43 million.5)

«The choice of a destination often focuses more on panoramas and climate; Europe has a large variety and density of attractions... Tourists are ever more focused on experiences of higher quality, mainly in natural and cultural sites. Nature, beauty and quietness tend to be the main criteria for the choice of a destination, ranking even above that of price».6)

Sustainable Tourism Provided that it is well organised then Sustainable Tourism is a good business to be involved in. Normally ecotourists, athletes and supporters of Sustainable Tourism have a higher than average income. Because they know exactly what they want, they will pay to make their dreams come true. They are prepared to make costly and long trips with their family and friends and they want to enjoy every minute of it. In this way they are willing to pay for exactly what they need - holidays which are both of high quality and unique, also tailored to their needs. Therefore, it is essential that one provides for their special requirements. “When there are no competitors, it is possible to establish the price according to the client’s sense of value.New markets may offer a consistent value and a future growth”.7) Normally this type of tourist enjoys superior home comforts and therefore is not impressed by hotel extravagances such as large bedrooms, luxurious bathrooms, swimming-pools, high-definition large-screen TVs etc. On the contrary, he prefers a simple hut, with stripped wooden floors and indigenous ceiling materials, a bath in a natural environment, even if the flow is not fast, and total absence of TV. He is willing to embrace these arrangements in order to enjoy the sounds of nature: birdsong, the music on the breeze or the crests of the waves. Thus, the lodge or resort does not need to be expensive. Generally speaking, our nature tourist enjoys gastronomic meals where he lives, therefore, when on holiday, he prefers to explore the regional cuisine, and consume local drinks. In other words, with limited food costs and investments, why should our tourist pay more? The answer is EXCELLENCE OF SERVICE! For this, he will certainly pay more. He expects speedy and quality attention at the reception, together with correct, wide and complete information, as well as individualised and customised services. This quality of service, in fact, makes a huge difference, but this cannot be fully communicated through either TV or brochures. The route to making potential clients aware of such quality is by word of mouth, i.e. the satisfied client who reports positively to his friends and to his travel agency. Tourism in rural areas shares similar characteristics with Ecotourism. Nevertheless it is geared more towards the urbanised population, who wish to go back to their rural roots or to places where they greatly enjoyed vacations when they were young. Many were born in the country or close to it. Adventure and sport tourism, as well fitness and training weeks, are also niches of Nature Tourism. Sustainable tourism, however, is beyond Nature tourism, above all it brings attention to such aspects as the use of means to conserve water & energy, and the recycling of all, or as much as possible, of packages and solid waste. These are also essential issues of modern urban tourism, involving the use of photovoltaic cells and energy-saving lamps, of adequate glazing to avoid the need for daytime lighting. In addition, it involves such concepts as good insulation and solar heating

in winter & refrigeration in summer, of composting garden waste and feeding animals with food-waste. Each of these concerns can save the globe and money.

Is it profitable? “Reduction in costs for energy, waste to landfill, retention of staff, all contribute to viability. Lesser costs for cleaning products are achieved because we use food grade items rather than expensive chemicals. Reduction in staff sick-leave, because of satisfaction and no allergies. Awards, publicity and word of mouth promotion all help limit monies needed for marketing” says Tonnie Spijkerbosch, from Holiday Accommodation Park, NZ. ‘There is nothing that can’t be recycled’ says his wife Erna. Benchmarking figures per person per occupancy night, there, show: Energy conservation improved by 30% - increased solar hot water installations Potable water by 63% - locating under-ground leakages and installing aired taps Waste to landfill by 40% - increase of recycling Community commitment by 7% - more locally domiciled staff employed Paper used meets “Better than Best Practice” – renewable resources nd In the UK, a 2 generation silent wind turbine for 90% of the need of urban homes costs 2,000€. In the US, 40% of business travelers say they may pay 10% or more for a green lodging facility.

Organising this book This book has short chapters, but many examples from different countries and niches. As you may choose to read only a few chapters, some issues are repeated. I use many abbreviations8) and the whole page in order to save paper. At the end of each chapter there are questions to be answered, if possible in writing, in order to develop one’s own analysis. If one reads one chapter per day, it is helpful to try next morning to write the key-words recalled from the previous evening’s read. It is then useful to check what you underlined earlier and then decide: I’ll do that, today!

Targets This handbook is focusing on those who...: 1. already work in tourism; 2. have a property close to a site with a gorgeous view or exquisite surroundings; 3. like to cook something special, which is often appreciated by friends; 4. speak at least a couple European languages, are good at relating to foreign tourists and one who loves to show off the beauty of their site; 5. love the culture, e.g. music, folklore and handicraft of their region; 6. know well the flora and fauna of their region; 7. love the Geography, History and Art of their region and will make the best of them; 8. practice such sports as surfing, mountaineering, ballooning, rafting, canoeing, etc; 9. are knowledgeable about migrant and resident birds in their region; 10. are teachers or active members of some local club, environmental, sport, etc; 11. are journalists, photographers, or working in the areas of mass communication; 12. currently working, or would love to work, around environmental issues; 13. simply want to guarantee a sustainable life for their children and grandchildren.

WELCOME to the marvellous world of sustainable tourism! References (¹) Lopes, Ernâni, et al: Reinventando o Turismo em Portugal, SAER, Lisboa, 2005, p.637; (²) UNWTO, Barometer, June 2007 (³) UNWTO, Barometer, July 2008 (4) Diretrizes, Política Nacional de Ecoturismo, EMBRATUR, Brasília, 1994, p.17 (5) PENT – Plano Estratégico Nacional de Turismo, Turismo de Portugal, Lisboa, 2007, p.65 (6) Lopes, Ernâni, et al: Reinventando o Turismo em Portugal, SAER, Lisboa, 2005, p.84; (7) Meyer, Peter: Criando Novos Mercados, Quality Mark, Rio de Janeiro, 2003 (8) As: a.o for among others, & = and, temp = temperature, int’l = international

E N T R E P R E N E U R I N G *

S U S T A I N B L E *

T O U R I S M Ja ck Soi fer

ENTREPRENEURING SUSTAINABLE TOURISM JJa acck kS So oiiffe err