ecotourism management and labeling. estonian case, from soomaa national park

„Elukestev õpe ökoturismi arenduses – ECOLL“

Ecotourism labellingand management

Väimela : Võrumaa Kutsehariduskeskus

Aivar RuukelSoomaa.com (Karuskose OÜ)

Personal Profile● 1994-96

Kodukant Ecotourism Initiative● Since 1995

private tourism business in Soomaa national park

● Since 2006 Student at Estonian University of Life Sciences

Soomaa.com

● Programme services: Activities Guiding Saunas Accommodation

● 90% in Soomaa national park● Canoe trips since 1995

● Bog walking since 1996

● Cross-country skiing, snowshoeing...

Summer

Autumn

Spring

Winter

Fifth season

Fifth season

Estonian Ecotourism Association

● Non-governmental, non-profit, membership organization● Our mission – promote development of ecotourism● Our activities

Seminars, Conferences, Fairs Plans, strategies, action plans at national, regional and

local levels Ecotourism labelling process

www.ecotourism.ee

Ecotourism management

● Resources Nature culture

● People Local community Partnerships Staff vistors

● Business Product development marketing

Estonian Ecotourism Quality Label

● Established in 2000● Renewed in 2006● „Sister-label“ for

Natures Best label of Swedish Ecotourism

Quality Labels Criterias

● Criterias:1. Respect carrying capacity2. Support local economy3. Environmental business practice 4. Support conservation of nature and culture5. Responsibility, education and respect6. Safety and quality

Why labelling?

● makes it easier for customer to find you

● makes it easier for you to reach your customers

● answers important questions about your way of operating

● becomes an image and marketing tool

● creates a network of ecotourism operators

Estonian Ecotourism Quality Label

Toolbox:● Checklist of criterias for operator● Checklist of criterias for product● Destination analysis● Environmental plan

What can be labelled?

• EHE is a product label for nature and culture tourism

• Operators/providers are not labeled

• Both products and operators should meet criterias

• Labeled product allways belong to approved ecotourism operator

• There is no need for operator to label all his/her products

Who is labelling?

EHE-label certification board consist of :– Estonaina Ecotourism Association– Estonian Rural Tourism– Tourist Board– Estonian Fund for Nature– Village Association Kodukant

1. Respect the limitations of the destination – minimize negative impact on nature and culture

Destination Analysis

www.ecotourism.ee

Destination Analysis1. Decide about your area and

get a map

2. Transports

3. Activities

4. Land owners

5. Natural heritage

6. Cultural heritage

7. Other land use and stakeholders

8. My network

9. Possible and known disturbance

Action needed? What, why, when, who?

2. Support the local economy

Local people – local experts

Algis

Indrek

Arno

3. Make all operations environmentally sustainable

1. Customers travel to destination

2. Transport on the destination

3. Accommodation

4. Cooking and eating

5. Consumer goods and eqipment

6. Chemicals and fuel

7. Inform and commit customers

8. Marketing ja administration

Action plan:

Problem – Action – Cost – When?

Who is responsible?

Environmental plan

4. Active contribution to conservation

Haabjas building cources 2000-2005

Haabjas and ecotourismImage building and promotion for Soomaa NP • lot of attention from media• in 2005-07 eight film-teams visitied Karuskose

(Germany(2), Estonia, Latvia, Holland Australia, Latvia, UK)

Haabjas and ecotourism

Promotion of Soomaa on festivals in Tallinn and Tartu

Haabjas and ecotourismNew product - trips on the rivers

5. Promote the joy of discovery, knowledge and respect

Conservation holidays

6. Quality and safety all the way through

Thank you!Contacts: Aivar Ruukel

phone: +3725061896

aivar@soomaa.com

skype: sookoll3