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