European Tourism Stakeholder Conference
Budapest 12-13 May 2011
Panel 2 – Responsible tourism business practices
Moderator: Mr. Razvan Murgeanu, State Secretary of the Ministry of Regional
Development and Tourism, Romania
Rapporteur: Dr. Richard Denman, Director, The Tourism Company, Tourism
Sustainability Group member
Speakers:
Ms. Marta Martin, Corporate Responsibility Director, NH Hotels
CSR practices in the Hotel Industry and their role in successful business
development
Ms. Zoritsa Urosevic, HES Project Coordinator, World Tourism Organization
Hotel Energy Solutions (HES) (EU co-financed project, coordinated by
UNWTO, under the Intelligent Energy Europe Programme)
Mr. Michel De Blust, ECTAA Secretary General
A Code of Practice on Environment Oriented Sustainability – EOS CODE -
providing quality and sustainability related standards and practices for tour
operators and travel agencies (EU co-financed project under the
Entrepreneurship and Innovation Programme)
Ms. Nikki White, Head of Destinations and Sustainability, ABTA – The Travel
Association, UK
Joining forces to promote sustainable supply chain management for the
tourism industry – the TRAVELIFE Sustainability System
Mr. Gordon Sillence, Ecotrans Network for Sustainable Tourism Development
Measuring, Mapping and Marketing Certified Responsible Tourism in
the European Knowledge Economy: the FAST-LAIN Project (EU co-financed
project under the Entrepreneurship and Innovation Programme)
a) Introduction and Objectives
The European Commission’s communication COM(2010) 352 on a new political
framework for tourism in Europe sets out actions to promote the development of
sustainable, responsible and high-quality tourism. It notes that the response from
tourism businesses across Europe to concerns about sustainability has varied widely.
However, it is important that tourism businesses of all kinds pay attention to the
economic, social and environmental impacts of their investments and operations if
the sector is to be both competitive and sustainable. This is a particular challenge for
tourism, given the predominance of small and micro sized businesses in the sector.
The objectives of this Panel were to take a closer look at what sustainable and
responsible tourism means for businesses and how this can be promoted. The Panel
focused on examples of good practice which could be disseminated to others and on
practical models and guidelines that can be applied to assist and influence
businesses, with the support of destinations and other stakeholders.
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b) Issues identified
The five speakers presented a set of ongoing and new initiatives aimed at
strengthening the sustainability of tourism businesses. The organisations they
represented, including major hotel chains, tour operator bodies, international
agencies and expert groups, illustrate just some of the types of players who can
initiate action.
The sustainability agenda for tourism is broadly understood. A common theme from
all the speakers was how businesses can be encouraged to follow this through the
use of voluntary processes. The mechanisms presented included CSR targets and
reporting, practical toolkits, codes and guidelines, auditing and certification, and
knowledge networking. As the projects were diverse, the issues identified need to be
seen in context and so the presentations are summarised briefly below.
NH Hotels demonstrate what can be achieved by committing fully to sustainability
alongside delivering a quality experience for customers. Their CSR programme
involves developing initiatives for all their stakeholders, including employees. Each
hotel produces an annual implementation plan with clear objectives and targets.
Between 2008 and 2010, the group achieved a 15% reduction in energy consumption
and over 25% reduction in water use and production of CO2 and waste. The CSR
initiatives are also aimed at supporting communities and providing local jobs and
training. The sustainability agenda is a driving force for innovation in the group and a
basis for engaging positively with suppliers.
The Hotel Energy Solutions project is part of UNWTO’s response to climate change.
Energy consumption in hotels is an important component of the sector’s contribution
to global carbon emissions and much of this occurs in Europe. A key issue is how to
help the many small tourism enterprises (who constitute 9 out of 10 accommodation
businesses) address this. The HES project provides practical guidance through the
use of a toolkit. This enables benchmarking of performance, provides information on
a range of suitable technologies and enables calculations of both return on
investment and resulting carbon footprint. The project provides a source of advice
and training. The approach will be extended to the fields of water and waste.
The EOS Code is an initiative of the European Association of Tour Operators and
Travel Agencies, involving five national associations and two research partners.
Research at the outset found that 75% of small travel agents and tour operators in
some parts of Europe are not taking any account of sustainability. The initiative
seeks to raise awareness amongst this group, based around a code of practice. This
will be achieved through networking, capacity building and promoting best practice.
The result is expected to boost competitiveness as well as sustainability. The
agencies will be encouraged to make use of existing schemes and materials aimed
at tour operators, rather than duplicating what is available.
The TRAVELIFE system is an initiative supported by the EU which provides
sustainability criteria and certification, backed by self-assessment and auditing, for
tourism businesses. It has been widely adopted by tour operators in Europe as a
basis for placing requirements on the enterprises they use, enabling one common
standard to be recognised by all. The criteria give equal weight to social, cultural and
environmental issues and were carefully established by a stakeholder group. The
system is designed to promote continual improvement. Customers benefit from the
reassurance brought by the system and the enterprises involved tend to score more
highly in terms of satisfaction with their services.
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The FAST-LAIN Project will establish regional sustainable tourism clusters in the
form of learning area networks. It will use the DESTINET on-line sustainable tourism
portal for Europe. The project recognises the lack of exposure of sustainable tourism
product as a key issue. It seeks to address this by measuring sustainability, based
on existing certification schemes and indicator programmes, mapping sustainable
products, and linking them to markets through tour operators, media, events and
other outlets. Regional clusters of enterprises, supported by destinations, will be
best placed to benefit from this process and will themselves by facilitated through the
project by thematic research and expert groups.
c) Conclusions and recommendations
The presentations and discussion accepted the overarching need to encourage and
assist more small tourism businesses to engage in sustainable and responsible
tourism. A range of ways of achieving this was demonstrated. There is a need now
to focus on improving these mechanisms and processes and extending their
outreach and influence. The recommendations set out below are based on points
made by the speakers in describing their projects or raised from the floor at the end
of the session.
Improve measurement and data
There is a need for better information about the sustainability performance of the
tourism sector, of destinations and of individual businesses. Small enterprises
should be helped in the process of measuring and monitoring, using guidance such
as the HES toolkit.
Demonstrate the commercial benefits to businesses
Most speakers underlined that the best way of raising the interest of enterprises is to
make the business case. Sound sustainability management can help in saving costs
and bringing other business benefits through staff motivation and credibility with
consumers including tour operators and corporate buyers.
Provide guidance on implementation plans
Tourism enterprises should produce simple annual action plans to address their
sustainability objectives. They should have access to guidance on this through
downloadable materials and locally available advice.
Ensure employees are fully involved
This was the most substantive point arising from the discussion. Employees in
tourism businesses should engage not only in the implementation of sustainability
actions but also in planning and developing them. They should be driving CSR
activity. Representative bodies, such as Trade Unions, should be involved.
Seek continual improvement
Enterprises should seek to improve their sustainability performance year on year.
Measurement processes, benchmarking and the requirements of certification
schemes should be set up to encourage and demonstrate this.
Maintain incentives for enterprises
It was noted that in some countries financial and other incentives for small
businesses to adopt environmental management and other sustainability actions are
not as readily available as they used to be. Governments, financial institutions and
other support structures should address this.
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Work with clusters of enterprises and other stakeholders
This is a about horizontal linkages. The advantage of enterprises working in networks
and clusters, for mutual support, learning and impact, was demonstrated by all the
speakers. Other stakeholders, such as NGOs, training bodies and public sector
agencies can join and support the networks.
Use the power of supply chains
This is about vertical linkages. Purchasers of services from tourism businesses,
such as tour operators, can have a major influence by placing requirements on
operational practices and standards delivered. Likewise, tourism service providers
can make an impact down the supply chain through their own purchasing policies.
Provide market exposure for sustainable businesses
Enterprises that are pursuing sound sustainability management should be clearly
identified on account of their good practice and should be rewarded by the best
possible market exposure.
Obtain support from destinations
Promoting sustainability amongst tourism businesses has implications for local
authorities and destination management organisations. Speakers referred to the
need to provide financial support, training and, in particular, the necessary
infrastructure, for example with respect to waste disposal.
Avoid duplication and build on what is available
There are a number of initiatives providing frameworks, guidance, certification and
materials for sustainable tourism in Europe. New projects should seek to build on
past experience and current activities rather than starting again.
Provide an accessible, comprehensive knowledge base
Easy access to information and knowledge to help enterprises and other
stakeholders to understand sustainability, pursue objectives and identify good
practice is important. This could be assisted by providing a central facility to gather
and disseminate information across Europe.
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