A case study of Sustainable tourism certification within a Biosphere Reserve

Cathie Withyman

Cathie Withyman

Biosphere Reserves – Testing sites for sustainable development

Sustainable tourism Certification as a tool

to develop and promote the sustainability

of the tourism industry operating within

Biosphere Reserves

Master of Business - Research

• What - Sustainable tourism certification in Biosphere Reserve

• How – • What are Biosphere Reserves?• Noosa Biosphere Reserve• Changing Marketplace• Certification as a sustainability tool• Operator Involvement• Clusters and Networks• Sustainable Destination = Marketing & Promotion

Certification – More than a marketing tool

Biosphere Reserves – Learning sites for sustainable development

Environment

Humans

Harmonious balance between humans

& the environment

Noosa achieved Biosphere status in

September 2007

The Noosa Biosphere area is based on the

local government

boundary of the former Noosa Shire, and the

adjacent coastal waters to 3 kilometres offshore. The Noosa

Biosphere one of 14 in

Australia. Worldwide there

is 621 across 117 countries.

Intended to be a testing grounds

for actions / experimentation

through the concept of ‘learning

laboratories’.

VISION: Promoting harmony between people and nature through education, conservation and sustainable activities

• Rich biodiversity• Scenic natural

environment• Involved Local Community• Relaxed Atmosphere• Beautiful beaches• Cosmopolitan village

atmosphere (Tourism Noosa, 2013)

• Tourism is Noosa’s biggest economic contributor

• 1.8 million visitors• Nearly $900 million • 8,000 full time jobs• Employing 14,000 people

Changing Tourism Industry

Improve

Sustainability

Meet Consumer

Expectations Changing

Marketplace

Best Practice

Continuous Improvement

?

What is Certification

Mechanism for ensuring that an activity or tourism product meets certain standards

Useful tool for businesses to plan, implement and validate their sustainability efforts and achievements

Certification is not the end productIt is a tool to motivate businesses to improve performance across the areas of: • Environmental• Social • Economic

Educational component of going through the process that is of value

Which Certification Program?

Globally: 113 certification programs focused on eco or sustainable tourism certification

GSTC Recognised: Globally: 13 programsAustralia: 2 programs

Which Certification Program?

Quality Standard

Sustainable or Eco Certification goes beyond service quality

It includes:• Environmental

Responsibility

• Social & Cultural Responsibility

• Economic and corporate responsibility

Global Average: Less than 1% tourism businesses have certification

Noosa Biosphere Reserve:• 10 products – Eco Certification

(5 Businesses)• 1 Business – Earth Check• 1 Business – Gumnut Award• 1 Business – ATAP• 21 businesses - EcoBiz

5.8% of businesses with some form of certification

Industry need to understand the VALUE of greening tourism

Noosa Biosphere Reserve Ltd Research Project – Opportunities for developing a sustainable tourism industry within Noosa Biosphere Reserve

Key findings:

• Enhance the Biosphere concept and brand by involving the tourism industry

• Operators want to improve sustainability – Need more education & support

• Operators want more information about certification

• Encourage certification by showcasing the certified products – Lead by example

Australia’s Nature Coast

• Potential to endorse current certification programs - Biosphere Endorsed Logo

• Opportunity to develop a localised Biosphere Certification program that reflects the

unique characteristics, values and vision of the Noosa Biosphere Community.

Moving Forward in Noosa Biosphere Reserve

Need to understand the VALUE of greening tourism • Further Research exploring the motivators, barriers,

experiences and perceptions of certification from the

operators perspective Improved Understanding of the process

Networks and Clusters for knowledge sharing & support

Education and information

Support and encouragement

Commitment and Benefit

Industry Sustainability

Sustainable Tourism

Destination

Networks Clusters

Tourism business

Tourism business

Tourism business

Noosa Biosphere

Certification

More than a Marketing Tool……

Conclusion

“When people can see a vision and simultaneously recognise what can be done step by step in a concrete way to achieve it, they will begin to feel encouragement and enthusiasm instead of fright".

Erich Fromm, To Have or To Be?

Thought to take away……