Presentation at World Cup 2010 Green Goal workshop, April 2010

1. GREENGOAL2010
Implementing Responsible
Tourism activities
Are we ready
to play?
Heidi Keyser
ICRT South Africa
April 2010
Green Goal Workshop
April 2011

2. GREENGOAL2010
The first half
• 1996 White Paper:
Development &
Promotion of Tourism
in South Africa
• Identifies “Responsible
Tourism as the desired
approach to tourism in
South Africa”
South Africa leading the scoreboard

3. GREENGOAL2010
• Responsible Tourism
Guidelines
• 1st International Conference
on Responsible Tourism in
Destinations, Cape Town
• Cape Town Declaration
• Imvelo Awards launched
WSSD 2002 catalyzed
action……
The second half

4. GREENGOAL2010
Cape Town Declaration
Responsible tourism:
• minimizes negative economic, environmental, and social
impacts;
• generates greater economic benefits for local people
and enhances the well-being of host communities,
improves working conditions and access to the industry;
• involves local people in decisions that affect their lives
and life chances;
• makes positive contributions to the conservation of
natural and cultural heritage, to the maintenance of the
world's diversity;
• provides more enjoyable experiences for tourists
through more meaningful connections with local people,
and a greater understanding of local cultural, social and
environmental issues;
• provides access for physically challenged people; and
• is culturally sensitive, engenders respect between
tourists and hosts, and builds local pride and confidence.

5. GREENGOAL2010
The momentum builds locally …
• Responsible Tourism
Manual (2003)
• Responsible Tourism
Handbook (2003)

6. GREENGOAL2010
And internationally …
• 2000 - Association of Independent Tour Operators
adopts Responsible Tourism Policy
• 2001 – Tearfund studies on consumer and operator
behaviour indicate shift in consumer attitude
• 2006 – members of Federation of Tour Operators
adopt the FTO Responsible Tourism Declaration
• 2006 – UK Ethical consumption report : 50% increase
in household spend on Responsible Tourism operators
since 2003
• 2007 – IMEX Global Data exchange survey of German
corporate and association buyers
• 2007 – 1st “World Responsible Tourism Day”

7. GREENGOAL2010
Amongst us are world-class players…
• Responsible Tourism
Awards (WTM)
– 2004: Calabash Trust and
Tours; Grootbos Private
Reserve
– 2006: Bicycle Empowerment
Network; Tswalu Kalahari
Reserve; Dyer Island Cruise
– 2007: Grootbos Private
Reserve
– 2008: Voluntours
• WTTC Tourism for
Tomorrow
– Finalists 2008: Grootbos
Nature Reserve; Fair Trade in
Tourism

8. GREENGOAL2010

9. GREENGOAL2010
http://www.capetown.gov.za/tourism

10. GREENGOAL2010

11. GREENGOAL2010
2nd International Conference on Responsible
Tourism in Destinations, Kerala, 2008
The Good News
SATSA
FEDHASA
FTTSA
TCD Trust
CTT
TECSA …..

12. GREENGOAL2010
But is our game strategy
succeeding?
Cause for Celebration
but …
• fragmentation
• parallel efforts
• pockets of excellence
• often the same faces
• opportunistic ‘greenwashing’
• an inside story
and…

13. GREENGOAL2010
The other part of the story …
Creating better places for people to live?

14. GREENGOAL2010
Keeping our eye on ALL the balls!!
Economic Environmental
SOCIAL
ENVIROECON
Responsible
Tourism is…
‘tourism that
creates better
places for people to
live in, and better
places to visit’

15. GREENGOAL2010
“Creating better places for people to live in and better places to visit”
The other Goalposts

16. GREENGOAL2010
Rethinking our game strategy….
• Eyes on all balls: interrelated and interdependent
parts of sustainability
• Everyone onto the field: more people, more
awareness
• The right kit: targets and practical toolkits
• Playing as a team: increased co-operation, more
partnerships
• “Laduuuuma…..”: celebrating success with
credibility

17. GREENGOAL2010
Warming up
National
Minimum
Standards for
Responsible
Tourism
Cape Town
Responsible
Tourism
Campaign

18. GREENGOAL2010
The Goal ….
CORE BUSINESS
+
RT
FROM…
RT
TO…

19. GREENGOAL2010
DEAT: Preparing the pitch
• Target 1: sustainability certification
schemes/agencies
– Accreditation: quality assurance of
certification products
• Target 2: industry at large

20. GREENGOAL2010
Methodology
Current situation
Existing schemes
International
benchmarking
Draft standards
and accreditation
process
Consultative
stakeholder
meetings
Implementation
Plan

21. GREENGOAL2010
Consultative mechanisms
Project
management
group
Technical
working
group
Industry
workshops
website
National
Steering
committee
“Creating better places for
people to live in and better

22. “Creating better places for
people to live in and better

23. GREENGOAL2010
DEAT: NMSRT
Minimum
standards
Sustainable
operations &
management
(19)
Social and
cultural
standards
(12)
Environmental
standards
(12)
Economic
standards
(12)
Aligned with Global
Sustainable Tourism
Criteria & National
Responsible
Tourism Guidelines
& BEE Scorecard
Interpretation
guides
• accommodation
• tourism services
• attractions
• activities

24. GREENGOAL2010
CT Responsible Tourism Campaign
Teams
Responsible
Tourism Policy
Multi-department
working group
Internal process
Responsible
Tourism Campaign
Plan
Campaign Action
Team
Multi-stakeholder
process
“Going responsible”

25. GREENGOAL2010
Who are the players?
The Responsible Tourism Policy applies to and
cover:
• the entire City of Cape Town as local
government structure,
• the tourism industry within the municipal
area, and
• the entire municipal area as tourism
destination.

26. GREENGOAL2010
Policy statement
The City commits to adopting Responsible
Tourism as a destination management
approach (encompassing policy-making,
planning, development, marketing,
management and performance
assessment) to bring about positive
economic, social, cultural, and
environmental impacts.
Underpinned by triple-bottom line principles

27. GREENGOAL2010
Levers of change
1. Planning
2. Regulation
3. Use of council immovable property
4. Financial contributions by the City
5. Supply chain management
6. Performance management

28. GREENGOAL2010
Kit : policy implementation tools
• Responsible Tourism Charter – destination,
associations and enterprises
• Responsible Tourism Advisory Team
• Responsible Tourism Improvement Plans
(City and tourism operators)
• Awareness and capacity-building
• Procurement support
• Research and development

29. GREENGOAL2010
The Game Plan

30. GREENGOAL2010
Local
RT awards
Rewarding actions
Information
generators
Enterprise
scorecard
Reporting actions
Enterprise
Charters
& Action
plans
Awareness
• Info
sessions
• Website
• Toolkits &
guidelines
RT
website
Newsletter
Trade
shows
Media
items
Marketing
Monitoring & evaluation
RT
Barometer
Destination
Responsible
Tourism
Charter

31. GREENGOAL2010
Destination prioritiesPRIORITY
ISSUE
Environment Economic Social
Water
Energy
Solid Waste, focus
on plastic bottles
Procurement
o local
o preferential
Enterprise
development
Skills
development
Social
development
ASSOCIATEDINDICATORS
Water use: Litre per
bednight/staff
member
Energy use: Kilowatt
hours per
bednight/staff
member
Waste generation:
Bottles used per
bednight/pax/staff
member
Waste reduction:
Proportion of bottles
reused
Waste recycling:
Proportion of bottles
recycled
Spend on
enterprises within
defined area as a %
of total procurement
Spend on BEE
complaint
enterprises as % of
total procurement
Sum of % spend of
post-tax profits on
enterprise dev and
% employee time
contributed over
total mgt time
Enhanced revenue
and/or cost savings
and/or twinning
initiatives facilitated
for black SMME’s
% of payroll spend
on skills
development
% CSI spend of post-
tax profits

32. GREENGOAL2010
Are you ready to play?