The document discusses Iceland's responsible tourism initiative which over 340 tourism companies have signed onto. The initiative aims to demonstrate exemplary behavior, ensure guest safety, respect employees, and have a positive local community impact. A survey of participating companies after one year found high ratings in environmental goals and measures, safety strategies, and benefits like increased revenue and happier employees. The goals of the initiative are to establish a clear responsible message from companies and highlight good sustainability practices to incentivize other companies.

1. Responsible
TOURISM
Ásta Kristín Sigurjónsdóttir
CEO of Icelandic Tourism
Cluster

2. Responsible Tourism
Companies participating in Responsible Tourism agree on a limited
number of clear and simple measures of responsible tourism.
The purpose of the incentive project is to maintain Iceland‘s status as
an optimal future destination for tourists by supporting sustainability for
future generations of the nation.
Leaders from over 340 companies have now signed a declaration on
responsible tourism. Guðni Th. Jóhannesson, President of Iceland, is the
project’s patron.

4. The measurements
Demonstrate
exemplary behaviour
and respect for
nature.
Ensure the safety of guests
and treat them courteously.
Respect the rights of
employees.
Have a positive impact on
the local community.

5. Status report after one year
Survey among 320 participants in April 2018
Answer ratings 77,8% or 249 companies.

6. Environment
74%
Environmental
Goals 24% CO2 measures
Managing waste 97%
Lower the impact
on nature by
action
94%

7. Safety of guests
48%
Safety strategy Examples of safety issues
• Training of guests
• Training of staff
• Checklist of safety issues
• Safety equipment

8. Financial gaining of responsible
acting
37%New business
opportunities
23% Less Cost
Increasing revenues 66%
More happy
customers77%

9. Human resources and the future
Happier employees 92%
Travelers ask for
sustainability and
responsible companies
70%

10. Sustainability is a journey
1. Commitment
2.
Evaluate
3. Goal
setting4. Measure
5.
Publish

11. Why this initiative?
The goals of the projects operators’ promotional efforts are to:
• Establish a clear message from companies that they strive to
be responsible.
• Highlight examples of good practice in sustainability and
social responsibility in tourism.
• Provide an incentive to companies that have yet to consider
sustainability practices and social responsibility.
• The declaration has been and will continue to be followed
with training programs for companies on CSR and
sustainability focusing on environment – nature and local
communities.