n3 gateway tourism association member workshop feb - mar 2017

1

Members’ Workshop Series 1 Niki Glen & Lori Voss & Matthew Drew

Pietermaritzburg / Underberg / Mooi River / Dundee / Clarens / Maseru

Funded by

Overview

2

Introductions

What is Sustainable Tourism

What does it mean for Tourism

The Value of a Tourist

The Value of Small Business

The Value of Data

Tourism Marketing & Social Media

N3 Gateway Successes & Planning

Q&A

4

UNWTO / UNEP“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”

What is (Sustainable) ~ Tourism?The most critical issue of all!

6

What do tourists see?

ArtCultureHistory

ArchitecturePeople

CommunitiesNatural Beauty

BiodiversitySports

Beautiful airports

Friendly people

Protected Animals

Culture History

Protected Plants

Copyright Sustainable Tourism Partnership Programme2014 All Right Reserved

7

What do NOT tourists see?

Copyright Sustainable Tourism Partnership Programme2014 All Right Reserved

The value of a touristIs she a tourist or

not?

Copyright Sustainable Tourism Partnership Programme 2014 All Right Reserved

$

$$

$$$

$$$$

$$$$

$$$$$

Hungry

Head Ache

Needs Cash

Needs Petrol

Wants Action

Needs Jersey

Wants cultural

experience

The value of a tourist


For every 12 tourists, 1 full time job is createdIn first world economies

11

Tourism contributes

10 % of GDP world wide

What is the issue?

For every 22 tourists, 1 full time job is createdIn emerging economies

14

Tourism contributes

10 % of GDP

but receives

0,01% of development funding world wide:- Taleb Rifai UNWTO 2015

What is the issue?

$$

$

$Select few people benefit from tourism

Impoverished communities / lack of transformation

Sport /Recreation

Nature

Sea

Business

People, Culture, History

....all local communities participate in tourism and benefit from tourism $pend....

Sun

What is the issue?Copyright Sustainable Tourism Partnership Programme 2014 All Right Reserved

What do tourists see?

16

Littered landscapes

Poverty

Crime & Violence

Unfair labour practices

Water pollution

Homeless

Copyright STPP 2014- All rights reserved


1717

Businesses need to ensure that they are compliant and ethical

Ethical practices

Trained guides

Is their house in order?

Compliance

Tourists are becoming aware of their impacts


19

UNWTO / UNEP“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”

What is (Sustainable) ~ Tourism?The most critical issue of all!

Visitor needs

• Safety

• Security

• Information

• Communication

• Quality

• Service

• Healthy

environment

• Infrastructure

Industry needs

• Economy

• Regulation

• Market access

• Investment

• Public / Private

collaboration

• Infrastructure

Environment needs

• Conservation

• Resources

efficiency

• Low carbon

footprint

• Waste

management

Community Needs

• Healthy

environment

• Education

• Jobs

• Communication

• Infrastructure

What is (Sustainable) ~ Tourism?

4 PILLARS


Environment

Society and

Culture

Economy

Operational

excellenceMarket Access

Grading (Quality

Assurance)

Universal Access

Service Excellence

Responsible TourismQuality &

Service

Definition of Sustainable Tourism


BusinessAssociationsCommunityDestination

RegionProvince National


22

“Tourism is an excellent vehicle for poverty alleviation…”

“HOW” is what the N3 Gateway is starting to apply

Tourism ro

ute

development

Decor

Soaps Linen

Decor

Coffee

Tomato Sauce

Olive Oil

Mangoes

Oranges

Establishment in the Midlands

Ensure that the right people benefit from tourism

We have to look at the value chain


24

Decor

Soaps Linen

Decor

Coffee

Tomato Sauce

Olive Oil

Mangoes

Oranges

Guesthouse in the Midlands

We have to look at the value chain

Some Examples


Some examples

28

Three typical tourist needs

3030

Chef’s Uniforms

Table cloths

Food preparationFood gardens

How many jobs does a plate of

food affect?

Staff crafter

3131

Gowns and slippers

Amenities

CarpentersPlumbers

Electricians

Guest has to sleep

Lamps

How many jobs does a room night affect?

Compliance

32

Optimise the Multiplier EffectImpact of tourism spend on local products, services and informal economies

Minimise LeakageMinimise the spend on goods and services bought outside local community

Local

Regional

National

International

Local

Regional

National

Int’l

Transformation

Tourist Dollar

local buying power created

Outcomes of Sustainable Tourism Implementation


Conservation and tourism

How are we addressing tourism impacts?Average 10 bedroom

guesthouse can consume 400,000 litres

(400 kl) a monthSource GTA Training 2015

1 kWh electricity purchased from =

1.0kg of CO2e emmittedEskom website 2013

Oxfam has calculated that 13 million South Africans

go to bed hungry every night in South Africa.

….the country….manages to dump food valued at

R60 billionDaily Maverick 3 September 2015

37

Basic Economics Reduce Cost Increase Income Lower Compliance

Barriers Be a good employer Protect your assets Contribute to local

prosperity

ST

SELF COMMUNITY

OTHER

Water & Energy Saving

_____Indigenous

Gardens_____Guest

Communication

_____Waste

Separation______

Marketing your business

Local Purchases

_____Vegetable Gardens

_____Guest

Communication

_____Waste

Removal & Management

_____Marketing your Town / Region

By-Laws_____

Rates& Taxes_____

Historical_____

Infrastructure_____

Sercvices_____

Conservation

Facilitated collaboration

Mobilisation

Simplify

The journey starts here

FEEDER FOR CERTIFICATION BODIESHow do we create a sustainable tourism industry?

Look at all the complex concepts

Mobilisation

Mobilisation


Step 1: Take ownership

Well, if no one is willing to take responsibility for it, we’ll blame it on government

Step 2: Join an association, be the champion

Compliance, marketing, funding – all of us is better than one of us

Profit

Income

Bed nights

Food & beverage

Activities

Retail

Cost

Profit depleting

Rates & taxes

Water & electricity

Consumables

Fees, charges

Profit enhancing

Marketing

Staff training

Quality assurance

Step 3: Look inside your own business

Choose one thing!Copyright Sustainable Tourism Partnership Programme 2014 All Right Reserved

Income


o Pricing

o Uniqueness

o Multiple sources

o Number of competitors

o Value of the tourism destination

Look at your strategy for driving more income

Profit depleting


o Reduced energy consumption

o Reduced water consumption

o Less waste in, less waste out

o Bulk discounts / bargaining power

o Reduced compliance costs

o Reduced transactional costs

Save costs and implement environmental best practice

Profit enhancing


o Social Media / website

o Marketing

o Association

o Quality assurance

o Service excellence training

Redirect costs from cost depleting to cost enhancing

Step 4: Start measuring

Select what is relevant to your business

1 Energy usage kWh per month per unit*

2 Water usage kilo-litres per month per unit*

3 Waste Kg (or bags) of plastic, tins, glass, paper and wet waste

4 Food Plates / percentage waste

5 Cleaning Litres of cleaning products

6 Towels / sheets / table cloths washed

Number of towels / sheets / table washed daily

The Value of Data

How is my business doing?

Profitable Break even Loss making0%

10%

20%

30%

40%

50%

60%54.4%

29.5%

16.1%

45.2%

35.7%

19.1%

Smaller Accommodati

on

47



48

4 Star70 rooms4 stories50 staff

membersSwimming

poolsConference

rooms Inhouse laundry

Water Energy Waste Occupancy Profitability

Hotel 1 Hotel 2



49

1 2 3 4 5 6 7 8 9 10 11 120.0

50.0

100.0

150.0

200.0

250.0

300.0 Energy Consumption per Bednight

Months

Kw

h pe

r bed

nigh

tHow is my business doing?


50

How many jobs are created by tourism stakeholders? What is the GDP contribution of tourism local economies? WHAT OTHER OPPORTUNITIES EXIST TO DEVELOP TOURISM PRODUCTS? Where does leakage from local economies occur? How much bargaining power do we have?What is our collective energy consumption? What is the collective quality of our offering? What do tourists want?


Step 4: Make your staff the champions

Case study – reduce waste to landfill and incentivise your staff

• Staff are given the recyclables & space

• They sort and then sell to buy-back centre

• Proceeds are invested into education fund for staff children and for additional bonusses

• Staff identified the opportunity to engage other establishments in the area


Step 4: Make your staff the champions

Case study – better quality, happier staff, successful business

• Staff bonuses linked to point system• Additional points for complements

from guests• Additional points for successful

grading• Additional points for helping out at

events and community events

Step 5 : Pick the low hanging fruit

Step 6 : Don’t be a lone ranger


Most businesses have similar needs



Get access to finance

• Share data

• Create a plan

• Negotiate better bulk discounts

• Get access to finance

• Brag about successes


Log in

Subscribe collectively to a comprehensive programme

EXAMPLEONLY


Betty’s Bistro has diverted 1,4 tonnes

of wet waste from landfill in 2017

Underberg T&H industry has diverted53 tonnes

of wet waste from landfill in 2017

or

Images – Bokashi South Africa

http://www.treehugger.com/


Sam’s cycles has recycled 25,000 water bottles + 20,000 tins

R3500

Kokstad T&H industry has recycled 500,00 water bottles + 400,000 tins

R70,000

or


Find green products that are:• Available• Works• Affordable• Has good distribution• As local as possible

*Images only for example, not recommendation

*

Step 7 : Use, support promote local

Enhance the uniqueness of your offering while engaging local cultures

• Tourists want to know about local

• Make space available for local merchandise to be sold

Images – WowZulu

Images – SANPARKS

Step 7 : Use, support promote local

Enhance the uniqueness of your offering while engaging local cultures

• Tourists want to know about local customs, arts, crafts and culture

• Introduce these through e.g. staff uniforms and décor

• Support local industry training


Be a champion for tourism on the N3 corridor

Thank you!

64

Members’ Workshop Series 1 Niki Glen & Lori Voss & Matthew Drew

Pietermaritzburg / Underberg / Mooi River / Dundee / Clarens / Maseru

Funded by

65

Business Planning & Special Projects

Revised N3 Gateway Strategy

66 Breakdown of tourism businesses along the N3 Gateway

N3 Gateway – current stakeholder base

67

N3 Gateway Portfolio of ProjectsCapacity Building & Transformation

Project Name

1. Sustainable Tourism Implementation for Tourism Businesses

2. Crafters for Tourism Association

3. Adventure Tourism Incubator

4. Howick Tourism Clean-up Programme

5. Ladysmith Trails Feasibility Study and Business Plan

6. Mooi River Young Chef Development Programme

7. Tour Guide Training

8. Van Reenen Siyathuthuka Centre

9. Sustainability Base Line Study

68 Prioritisation Matrix – Soft Areas

Active for a number of years / growth of existing

Has an existing champion

A detailed business plan

Owner is N3 Gateway Association / Member

Project addresses strategic areas in N3 Gateway scope

Project impacts are mainly realised

How do we prioritise?

69 Prioritisation Matrix – Objective Areas

Cost Implication

Securing other/ matching sources of funding is already in progress

Ease of Implementation

Will lead to creation of permanent jobs for PDI's

Will lead to creation of temporary jobs for PDIs

Aids in the geographic spread of tourism and development of rural tourism

How do we prioritise?

70 Pillars of tourism planning

71 Key issues to be addressed

1. Spatial definition of the area that is to be the subject to the tourism strategic planning process.

2. Understanding that all tourism is a ‘market driven’ as opposed to a ‘product driven’ industry.

3. A case study analysis will be the third key issue to be addressed.

4. Fourth key issue is to review the technical and accessibility requirements

5. Fifth key issue relates to environmental legislation and planning within the context of the business opportunity

72 SWOT, Vision and Gap & Options Analysis

• Having investigated and assimilated the data and research from the above components, a SWOT analysis is conducted, a shared vision is crafted and a gap and option analysis carried out.

This will enable the project stakeholders to make an informed decision as to whether to proceed or not.

73 Adventure Tourism Incubator

Project Example – Karkloof ATI

The trails in the Karkloof now attract on average 400

recreational riders per month; and

The annual Sappi Karkloof MTB Classic attracts on

average 3000 riders and 2000 spectators. Tourism

KwaZulu-Natal estimated the direct economic impact

of the event to be R12 million.

TKZN and NSC have recently completed an economic

impact assessment of recreational trail use in the

Karkloof – Direct ecomic impact of R72 million and

indirect of R153 million.

N3 GATEWAY ADVENTURE TOURISM INCUBATOR

ACTIVITY Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9Phase 1

Stakeholder Meetings & Inception Report; Month 1Phase 2Basic Trail Maintenance & Building Training; Months 2 - 8Phase 3Advanced Training; Months 9 - 18

ACTIVITY Month 10 Month 11 Month 12 Month 13 Month 14 Month 15 Month 16 Month 17 Month 18 Month 19Phase 3Advanced Training; Months 9 - 18Phase 4

Close Out Report; Month 19

78

“Revenue generated by the adventure

tourism industry in SA = R4.6 billion ”: -

Dirty Boots

“HOW” is the tourism industry’s main challenge

79 “HOW” is the tourism industry’s main challenge

n3 gateway tourism association member workshop feb - mar 2017

Small Business & Entrepreneurship