Presentatie titel

Rotterdam, 00 januari 2007

CSR in TourismIP FORTE Responsible Tourism

Kaunas, 2011

The NetherlandsNatalie Aldous

Cor van Leeuwen

“With the support of the LLP- Erasmus IP programme of the European Union.”

Introduction – Economic Aspect

International and European tourism markets

Europe & Sustainability

Corporate Social Responsibility

Consumer trends

What’s happening in the International Tourism Market?

Some key facts - International tourism…from UNWTO Tourism Highlights 2010

Total Export income from inbound tourism in 2009 was >US$1 trillion (ie c US$ 3 billion a day).

Tourism exports accounts for 30% of the world’s exports of commercial services and 6% of overall exports of goods and services.

Globally, as an export category, tourism ranks 4th after fuels, chemicals and automotive products.

For many developing countries it is one of the main sources for foreign exchange income and the number one export category, creating much needed employment and opportunities for development.

Some key facts - International tourism…from UNWTO Tourism Highlights 2010

Tourism’s contributes c. 5% to worldwide gross domestic product (GDP).

For advanced, diversified economies, the contribution to GDP ranges from c. 2% (where tourism is a comparatively small sector) to> 10% (where tourism is an important pillar of the economy)

The importance of tourism tends to be even higher for small islands and developing countries, or specific regional and local destinations where tourism is a key economic sector,

Some key facts - International tourism…from UNWTO Tourism Highlights 2010

International tourist arrivals have shown virtually uninterrupted growth:

25 million in 1950277 million in 1980438 million in 1990681 million in 2000880 million in 2010

The future??? By 2020 it is expected to reach 1.6 billion.

Is this growth sustainable based on current practices???

What’s happening in Europe?

International Tourism Arrivals

International Receipts (Money Spent)

Top 10 Countries by Arrivals/Receipts

ARRIVALS RECEIPTS

1. France (74 million tourists)2. USA3. Spain4. China5. Italy6. UK7. Turkey8. Germany9. Malaysia10.Mexico

1. USA (US$ 94 billion) 2. Spain3. France4. Italy5. China6. Germany7. UK8. Australia9.Turkey10.Austria

Europe & Sustainability

Europe and Sustainability

Acute awareness within Europe of the environmental challenges ahead and the need to move to more sustainable tourism development.

In recent years, Europe has done great work in sustainability.

The financial crisis, has had a positive impact on sustainability - eg consumer choosing short distance travel.

There is increasing awareness of the need for innovation to combat sustainability.

Many companies are searching for sustainable practices to enhance shareholder value (eg PR from becoming eco-friendly).

European Initiatives

European Destinations of Excellence - http://ec.europa.eu/enterprise/sectors/tourism/eden-destination/index_en.htm

Tourism Sustainability Group - http://ec.europa.eu/enterprise/sectors/tourism/sustainability-competitiveness/tourism-sustainability-group/index_en.htm

"Agenda for a sustainable and competitive European tourism" approved by the European Commission in October 2007 - http://ec.europa.eu/enterprise/sectors/tourism/documents/communications/commission-communication-2007/index_en.htm

European Tourism Commission - http://www.etc-corporate.org/modules.php?name=Content&pa=showpage&pid=107

Eco Label - http://ec.europa.eu/environment/ecolabel/

Green Key - http://www.green-key.org/

Collaborations between the European Travel Commission & sustainable organisations

Destinet – platform for tourist destinations & their stakeholders and contains (quality assessed) information on the ways in which tourism is being made more sustainable. and a working partnership between the European Environment Agency (EEA), the UN World Tourism Organisation (UNWTO), the United Nations Environment Programme (UNEP) and ECOTRANS. It is

ECOTRANS is a European network of experts and organisations in tourism, environment and regional development who are seeking to promote good practice in the field of sustainable tourism. Established in 1988, the members of ECOTRANS represent NGOs and consultancies from 10 European countries.

ECO-TIP Under the motto 'Out of practice - back to practice', ECO-TIP provides an invaluable source of information on sustainable tourism in action, with details of environmental management systems, a listing of over 50 European eco-labels and award schemes in the tourism sector whose aim is to reduce the consumption of: water, energy, waste, noise and degradation of nature, in order to achieve more quality, diversity, jobs income and satisfaction.

ECF (European Cyclists' Federation) aims to promote and encourage cycling in the countries of Europe as an economic, efficient, healthy and environmentally-friendly means of transport and recreation.

Green Globe which came into being in 1994, is an independent certification scheme (based on ISO & Agenda 21) for travel companies and tourism destinations.

Collaborations between European Travel Commission & sustainable organisations

PANParks "Promotes Europe's best wilderness areas from the Arctic to the Mediterranean. It is founded by the world Wildlife Fund, as a non-profit making foundation whose objective is to raise awarenes of and help protect some of Europe's most important natural areas".

SUSTRANS A charity which promotes sustainable transport and encourages people to walk, cycle and use public transport in order to reduce motor traffic and its adverse effects.

Oceans Blue Foundation A non-profit making organisation dedicated to the protection of blue and green environments, Oceans Blue promotes environmentally responsible or 'blue' tourism.

International Ecotourism Society Founded in the USA in 1990, this society aims to foster a true sense of synergy between outdoor travel entrepreneurs, researchers and conservationshs "working to make ecotourism a genuine tool for conservation and sustainable development"

European Soft-Mobility Network (NETS) A network of partners from tourism, transport & environmental organisations who are seeking to integrate & co-operate in working out strategies and measures for sustainable and environmentally-sound traffic solutions - both in tourism destinations and on the journey to the destination.

European Recommendations

Sustainability (environmental, economic, social) is seen as a major opportunity for the EU to differentiate from the rest of the world.

In light of differentiating Europe as a sustainable destination, one should develop a sustainability certificate at EU level and give enterprises fiscal/financial incentives to apply for this certificate.

Government intervention is needed to increase the sustainability minimum standards and raise the awareness of the importance of sustainable tourism among consumers.

What about Corporate Social Responsibility?

What is Corporate Social Responsibility?

"A concept whereby companies decide voluntarily to contribute to a better society and a cleaner environment. A concept whereby companies

integrate social and environmental concerns in their business operations and in their interaction

with their stakeholders on a voluntary basis".(European Commission)

What areas of the value chain can be made sustainable?

What is being done by businesses to address sustainability?

Iron Curtain Trail - EU Cycle trail - http://ec.europa.eu/enterprise/sectors/tourism/iron-curtain-trail/files/presentation_sopron_en.pdfKLM-Air France - http://www5.klm.com/corporate/nl/newsroom/pers/archief-2009/sustainability-air-france-klm-leads-dow-jones-sustainability-index-airline-sector-for-fifth-consecutive-year.htmlACCOR - http://www.accor.com/en/sustainable-development.htmlWHL Travel - http://www.whl.travel/sustainable_tourismJP Morgan - http://www.jpmorganclimatecare.com/IFC - http://www.ifc.org/sustainability/Earth day network - http://www.earthday.org/TUI - http://www.tui-group.com/en/sustainability

Example

http://tedxgeorgiastrait.com/talks/arthur-potts-dawson-a-vision-for-sustainable-restaurants/

What are the consumers trends with tourism and sustainability?

Europeans & Tourism Findings 2009 (European

Commission)

STUDY DETAILS

“Survey on the attitudes of Europeans towards tourism, Autumn 2009”

Conducted at the request of Directorate General Enterprise and Industry.

Purpose: to collect EU citizens’ views on travel, details of their (planned) holidays and travel in 2009 and their expectations regarding holidays in 2010.

Date: 11 September 2009.

Study details: Over 24,000 randomly selected citizens aged 15 and over were interviewed in the 27 EU Member States. The sample size varied within Member States; in most countries the target sample size was 1,000 respondents, but 500 interviews were made in the smaller countries.

Interviews were predominantly carried out by telephone. However, due to the low fixed-line telephone coverage in Bulgaria, the Czech Republic, Estonia, Latvia, Lithuania, Hungary, Poland, Romania and Slovakia, face-to-face (F2F) interviews were also conducted (70% telephone and 30% F2F interviews) in those countries.

Destination of main holiday

KEY POINT:About half of EU citizens who went (or will go) on holiday in 2009 spent their main vacation in their own country (48%).

Top 10 European Destinations

KEY FINDINGS:- Spain, Italy, and France were the countries where most Europeans take vacations. - Spain was the top destination for foreign visitors.- France is Europe’s favourite holiday destination.

Type of Holiday Chosen

KEY FINDINGS- C. 75% Europeans spend their holidays in conventional tourist destinations.- C. 25% prefer to go off the beaten track and explore less obvious tourist targets.

Type of Main holiday by EU Country

Preferred month for travel

KEY FINDINGS:- The young, the more educated & domestic travellers go on holiday July/August- Those who travel to non-EU Countries go in

off-peak season (59%); - Those who went to another EU country were

more likely to go before/after the busy months- Off-peak holidays were preferred by 54+ or those with low education.

A holiday closer to home

Travel Budget – where do you cut back?

Changes in the period of travel

KEY FINDING - A holiday closer to home + changes in the period of travel were two key factors in reducing budget.- Some contries were more sensitive to this then others

Types of Leisure Activities – Cut backs

KEY FINDING- Cutting back on cultural activities accounted for 3% of cut backs overall in Europe

Factors considered when deciding about destinations

Value for money - 44% of respondents. Most imp. for domestic travel.Cultural attractiveness - 31% of respondents. LUX/BE/DK. Most imp. for travel abroad.

Service quality - 23% of respondents. Safety & security matters was important for 11% of respondents.Social conditions (inc respect for host community) – 10% of respondents - SwedenEco-friendliness – 10% of respondentsOther (beautiful location, good experience, referral, good travel connections ) – 25%.

Environment Considerations

KEY FINDINGS- Ecology did not have a major impact on holiday plans. - Still (allegedly!!!) such considerations did influence the decisions of about 1/3 rd of interviewees- 11% said that such considerations would play a role in the future.

Environment Considerations – by Country

KEY FINDING- Ecological considerations was important to - Portugal (58%), Romania (51%) and Bulgaria (48%). - The least concerned were Czech (12%), Danish (18%), Irish (21%) and British (22%)- Polish (19%), British (18%), Irish (17%), Slovene and Romanian (16%) have future concerns.

Environmental concerns appeared to be somewhat related to age (older respondents were more likely to pay attention to this aspect when they planned their vacation: 55+: 37%, 25 to 39: 33%).

The most educated were more likely to pay attention to environmental factors (38% vs. 34% of those with an average level of education).

Environmental concerns had the most impact in relation to domestic travel: 40% of those who spent their holiday in their own country indicated that such criteria played a role in choosing a location.

Environmental concerns are not as important for non-EU travel and other EU travellers - 31% of those who travelled elsewhere in the EU and 33% who took a vacation in a non-EU country were interested in Environmental concerns.

Europeans & Tourism Findings 2009 (European

Commission)

Summary

Key players

MAJOR STAKEHOLDERS:

Customers

Sectors

Government/ EU

How to improve Sustainability?

AttentionInterestDesireAction

Workshop

How do you change young consumer attitudes within your country

towards sustainable tourism?

How would you appeal to consumers to choose a more

sustainable tourism route?