quality goes green
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Quality Goes GreenJanie Neumann, Industry Sustainability ManagerEUTO Annual Study Visit , September 29, 2012
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“Tourism that takes full account of its current and future economic, social and
environmental impacts, addressing the needs of visitors, the industry, the environment and
host communities.”
Source: UNEP/UNWTO
Sustainable Tourism- What is it?
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Sustainable Tourism
Reduce seasonality of demand
Low impact on
environment
Protect & enhance natural & cultural heritage
Energy, waste &
water efficient
Community engagement
Local sourcingEconomic
Social
Environmental
Sustainable Tourism- What is it?
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• Development models based purely on economic growth have failed• Leading to poverty, climate change, biodiversity loss, financial collapse, etc.• Scottish Government’s commitment to sustainable economic growth
• Tourism and the Natural and Cultural Environment- A special relationship• Dependent on healthy environments, distinctive cultures, social interaction• Visitors attracted by scenery, wildlife, culture, history and authenticity
• Protecting and enhancing the Scottish environment, society and culture are vital to the brand, the industry and sustaining Scotland’s economic growth
• Sustainability is good for business – improving efficiency, cutting costs, enhances product and service
• Increasing legislative drivers- Climate Change (Scotland) Act, Zero Waste regulations
Why is it important?
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The business case for
sustainability
Increased efficiency
Engaged employees
Cost Savings
Preservation of
destinationsImproved
service
Market advantage
Legal Compliance
The Business Case for Sustainability
“What is in it for me?”
Growing consumer awareness of sustainability issues
83% of UK visitors say
that sustainability
is very or quite
important when making
holiday choices
73% would holiday
outside the busy season
71% would chose crafts, services and
foods provided by
locals
64% would holiday at
home rather than
overseas
50% would use public transport,
cycle or walk while on holiday
Would chose sustainable option if it
doesn’t compromise
cost, time, and quality
of experience
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Consumer Demand
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“VisitScotland aspires to make Scotland the most economically, environmentally and socially sustainable destination in
Europe.
As an organisation, we aim to be recognised as a leader in sustainable tourism development, not just within Scotland
but at a European and World level. We aim to make VisitScotland the sustainable national tourism organisation,
recognised for our efforts to reduce the environmental impact, and maximise the economic and social benefits, of
our own operations.”
Visit Scotland’s Sustainability Vision
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Reduce the seasonality of
demand
Reduce the impact of tourism transport
Minimise tourism resource use and
waste
Protect and enhance the natural & cultural heritage
Enhance quality of life for Scottish communities
Improve the quality of tourism jobs
Make holidays in Scotland available
to all
Support adaptation to climate change in the tourism sector
Build an effective evidence base for
sustainable tourism
Promote the integration of
sustainability in the tourism sector
Sustainable Tourism Objectives
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Visitors Businesses
Internal Operations
Strategic Partners
Sustainable Tourism Strategy… delivered through activity with :
Seasonal marketing campaigns – encouraging demand out of season
Public transport promotion
Year of Natural Scotland 2013
Carbon Management Programme
GTBS membership across estate
Sustainable Procurement
Incorporating sustainability into Quality Assurance
Promoting certification
Accessible Tourism Project
Advice and Support
Zero Waste Scotland
Carbon Trust
Scottish Natural Heritage
VisitScotland Quality Assurance
• To guide and reassure visitors by providing accurate, credible, easy to understand information
• To maintain and improve quality and drive up standards
• To provide marketing support for the industry
• Annual on-site visit from Quality and Tourism Advisors
Over 7,000 businesses Quality Assured and graded70% - 80% of all Scottish accommodation businesses90% of all Scottish Visitor Attractions
Green Tourism Business Scheme
• GTBS is a sustainable tourism certification developed in partnership by VisitScotland and Green Business UK in 1997
• Over 800 members in Scotland
• England, Wales and Northern Ireland & Ireland introduced the scheme
• Now 2300 members across UK & Ireland
• Largest and most established scheme of its kind in the World
• Quality Assurance and ‘Green’ / Sustainability reassurance hand in hand
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10% of QA businesses are in certification schemes
Opportunity to drive sustainability in other 90%
Build on and develop strength of Quality Assurance model
Time for a new definition of ‘Quality’ that supports sustainability
Around 2/3 of businesses would like to see aspects of sustainability included in the VisitScotland QA schemes
Quality goes Green- Why?
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An information gathering process to answer the question … How best to incorporate
sustainability into QA
What are businesses
already doing – any
differences by type, size, location
What are the barriers to extending
sustainability practice
What advice and support is
needed – basic advice
provision
Quality goes Green- Sustainability Survey
Sustainable Management
Customer engagement &Communication
EnergyWater
PurchasingWaste
TransportNatural & Cultural
Heritage
Quality goes Green- Sustainability Survey
• 445 quality assured serviced accommodation businesses surveyed (mid Jan- end of June 2012)
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Star Rating Business Type
2 Star3%
3 Star/ Gold49%
4 Star/Gold45%
5 Star/Gold2%
Hotels24%
Small Ser-
viced76%
Quality goes Green- Survey Sample
• Top 10 actions- energy efficiency measures, waste recycling and some use of local food
• 10 least common actions- customer and community engagement and environmental management
• Variations– Business type, Star rating, GTBS Members, Regions
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Quality goes Green- Survey Results
• Understanding of activities businesses are undertaking
• Ranking of actions undertaken by businesses
• Build on businesses’ strengths• Offer support and advice in areas where businesses
could benefit from further actions
Options for incorporating Sustainability into Quality Assurance
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Quality goes Green- Sustainability Survey
DevelopCross sector info on actions to consider Legal requirements Continuous improvement
Recommend
Jointly identify further actions Provide advice and support
Review
What actions is business already undertaking
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Quality Goes Green
Aim to raise awareness and get a wide range of businesses to implement basic sustainability measures on which to build further activity
Quality grading not affected by sustainability activity
Provide advice and support; working with partners
Focus on business benefits
Provide a benchmark of sustainability at business and sector level
Encourage increased participation in a certification schemes
Ensure Quality assurance will continue to reflect consumer and industry preferences and stay at the leading edge
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Quality Goes Green
Global Partnerships in Quality Assurance
VisitScotland’s Consultancy Services Team helps regional and national tourism economies develop Quality systems.
The focus is on:
improving quality and standards in collaboration with local industry stakeholders
developing or enhancing a scheme that is industry supported
providing consumers with a better customer experience and delivering benefits for businesses
Developing quality together
Current partnerships include:
• West Sweden Tourist Board• Namibia Tourism Board
VisitScotland
Colin HoustonQuality Manager
VisitScotland
Questions
Kilchurn Castle, Loch Awe, Argyll
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