Engagement Concept

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					                                      Engagement Concept

1. Introduction
   Ecotourism, also called "nature tourism", is a relatively recent phenomenon in Pakistan.
   Nature tourism is distinguished from mass tourism or resort tourism by having a lower impact
   on the environment and by requiring less infrastructure development. Ecotourism includes a
   wide spectrum of options, ranging from serious, scientific studies to casual visits.

    The annual tourist arrivals for Pakistan are still limited to less than half a million people.
    Pakistan possesses several tourist attractions of immense potential. The diverse geography,
    deserts and lush green valleys, white-water channels and above all, its high mountains are
    the main ecotourism attractions of Pakistan.

    Unfortunately, tourism in these areas has been allowed to develop in an unplanned manner.
    Being aware of the drawbacks of unplanned and unsustainable growth of tourism, the
    Government of Pakistan has commissioned a number studies on the environmental aspects
    of tourism. These studies have recommended policy options and action plans for managing
    environmentally-friendly tourism in Pakistan.

    A Tourism Development Master Plan for Pakistan has been prepared. The improvement of
    ecotourism which is well integrated into the country’s natural beauty, besides achieving
    economic benefits, is an important aspect of this plan. At the national level, there is a need to
    enact adequate laws, regulations, strategies and guidelines in order to ensure active private
    sector participation in the sustainable development of ecotourism. There is a pressing need
    to create greater awareness of the need to minimize the negative impacts of tourism
    development and to show case best practices in ecotourism development being undertaken
    in the country by the private sector that can contribute to greater national good.

    Within the above, IUCN Pakistan and Tourism Promotion Services (Pakistan) Limited, which
    owns and manages the Serena Group of hotels intend to enter into a partnership to enable
    both organizations to build a lasting relationship to enhance the environmental conservation
    performance by TPS-P, to raise sector-wide environmental performance standards in the
    ecotourism industry and its supply chains and to strengthen IUCN’s capacity for leadership in
    integrating biodiversity into businesses.

2. Results expected from engaging the private sector, and how these results link to the
   IUCN Component Programme Results
   It is expected that IUCN’s engagement with socially responsible businesses, founded with the
   core value of driving sustainable development will assist in integrating knowledge generation,
   and lead by example in demonstrating that the highest standards of comfort could be linked
   to ecological awareness as a way of life in today’s challenging business climate.

3. Relevance to IUCN Component Programme and Operational Results
   The proposed activities are aligned completely with the IUCN Global Programme and the
   Pakistan Inter-sessional Results for 2009-12. The interventions would contribute to realising
   CPA 1 and TPA 5 inter-sessional results of IUCN Pakistan;

       1.2.3 PK     Sustainable use approach successfully demonstrated in the Ziarat juniper

     PK   Threat level to the juniper ecosystem in select valleys of Ziarat reduced

     PK Introduction of efficient energy options to reduce pressure on juniper trees

     PK Rehabilitation of alternate livelihood options and infrastructure

     PK Awareness-raising and capacity building regarding the value of juniper

    Additionally, the engagement would contribute to the Pakistan Programme’s strategy for
    implementing a program of work around TPA 5 “Greening the World’s Economy” which is
    based on 2 key areas of intervention:

            To promote the adoption of good business practices of biodiversity dependent
            businesses that minimizes their environmental footprint.
            To engage with private sector companies to promote investment in ecosystems and
            livelihood interventions that supports the sustainable management of ecosystems.

4. What IUCN brings to the engagement, with reference to the Value Proposition
   Although some leading companies are now exploring the competitive dimensions of markets
   and ecosystems, acknowledgment of the dependency of the private sector on ecosystems
   and the business case for biodiversity conservation remains limited in the business world in
   general. In disseminating this knowledge, IUCN could use its value proposition of providing
   credible and trusted science, global to local reach and the ability to influence standards and
   practices. Additionally, partners would demonstrate how companies with like minded
   principles could join together and collectively invest in successful initiative bringing in credible

5. What a private sector entity would gain from this engagement
   A uniform challenge faces all hotel operators and developers as the pressure continues to
   mount to maintain profitability and returns against the backdrop of increasing development
   costs. Leading socially responsible businesses in a position of influence are however
   uniquely placed to demonstrate a holistic appreciation of the competing needs of delivering a
   top tier product against the sustenance of environmental well being.

    This will also promote opportunities for private sector participation in payment for
    environmental service schemes which are currently limited and flawed making a positive
    contribution to the demonstration of the value of ecosystem planning in balancing the
    interests of development and the needs of communities.

6. What is needed to make the engagement successful (funds, capacity, etc)
   The commitment of funds to support capacity for implementation is a precondition for making
   this engagement successful.

7. Kinds of activities envisioned
          TPS-P and IUCN will work together to ensure that Environmental and Social Impact
          Assessments for new sites have high professional credibility and long term validity,
          that EIAs will include actions to decrease or prevent negative impacts and to develop
          positive impacts on natural resources and biodiversity, will consider environmental
          risks and through this set best practice examples for streamlining sector-wide
          guidelines and processes.
          Using each organization’s skills and experience, TPS-P and IUCN will consider
          generation of joint projects on natural resources/biodiversity conservation and
          TPS-P will work with IUCN to study the impacts of its existing and any upcoming
          projects in Pakistan so that the environmental impacts of the projects can be
          minimized in order to maintain the ecological balance of the areas in which the
          company operates.
          As part of its CSR programme, TPS-P believes in the sustainable development of
          communities within which TPS-P operates under its brand name of Serena. TPS-P
          and IUCN will identify potential areas for working with communities in environmental

and social projects. Both organizations will disseminate lessons learnt both nationally
and regionally.
TPS-P manages some of the well known national heritage properties in Pakistan,
including the Hunza Baltit Inn and the Shigar Fort Residence. TPS-P will seek to
engage with IUCN in the area of ecotourism development and will facilitate IUCN’s
efforts in underserved regions of Pakistan in order to develop the true potential for