ETHOS
Engaging Hospitality Operators in Sustainability
• BC Partnership for Sustainable Tourism Society – is a partnership
between the tourism industry and provincial Government
Key participants and funding partners:
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Tourism Vancouver
Ministry of Tourism, Culture and the Arts
Ministry of Environment
Aboriginal Tourism BC
COTA
BC Climate Action Secretariat
BC Sustainable Tourism Collective
BC Lodging & Campgrounds Association
BC Hotel Association
Tartan Group
Academia – Tourism Educators/LinkBC
CSTAC - national partners (TIAC, CTC, Industry Canada, Parks Canada)
Role of ETHOS
• To help reduce our GHG emissions, improve our financial
performance, and reduce our environmental footprint and social
impact while supporting our Super Natural BC brand.
• Key Initiatives:
• Education – business workshops and online programs
• Resource centre – tools and resources including a social network
to share best practices
• Recognition and awards – showcasing success stories and
developing an industry innovation award for employees
• Certification program
Global Tourism
• World’s largest service industry (UNWTO)
• 2008: 922 million outbound travellers spending
over $856 billion
• Employs approximately 10% of global workforce
• Forecast: to grow 3-5% per annum until 2020
BC Tourism Industry
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2008: Generated $13.8B in revenue
(62% increase since 1998)
2008: $937M in provincial tax
revenue and $3.6B in export
revenues
2008: Direct contribution to gross
domestic product (GDP) of $6.6B
(32% increase since 1998)
Most (87%) of tourism‐related
businesses located in SW region of
BC, with over half (56%) in
Mainland/Southwest.
BC Resource & Tourism Industries
Real GDP Index
Comparison by Industry
Contribution to BC Economy
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2009: 17,814 tourism-related
business operating in BC
2008: Employed 131,000 full-time
equivalent employees, (+ 28%
since 1998)
2008: $4.7B wages and salaries
(+ 61% since 1998)
Nearly one in four businesses
(23%) have 20 or more
employees. Average for all
industries is one in 10 (11%)
Impacts of Tourism
• GHG emissions generated directly from tourism is 5%
If tourism was an actual country, comparing the total emissions
of other countries, tourism would be 5th biggest polluter
worldwide (UNEP, 2009)
• Tourism’s contribution to GHG emissions could grow by 150% in
the next 30 years (UNWTO, 2008)
• Destruction of habitats will affect eco-tourism, land use,
agriculture, fisheries and our image as a destination
• Global tourism growth projections may now be suspect and
vulnerable
Urgent Action Required
• Scientific evidence clear; the earth’s climate is changing
owing to mankind’s activities
• Global GHG emissions need to stabilize by 2015 and be
reduced well below half of 2000 levels to prevent average
temperature rises beyond 2 degree threshold
• In 2007, the BC Government legislated GHG reductions
33% below 2007 levels by 2020, 80% by 2050
Defining Sustainable Tourism
• Brundtland Report (1987) - Meeting the needs of the present
generation without compromising the ability of future
generations to meet their own needs.
• The World Summit (2005) - Requires the reconciliation of
environmental, social, and economic demands - the "three
pillars" of sustainability.
• Tourism Industry - Creating the conditions for the long-term
success of our industry, including the protection of our
environmental and cultural heritage, contributing to our
communities and ensuring strong financial performance.
• Creating a new ethos
Drivers of Sustainable Tourism
• Consumer behaviour & changing attitudes
Increased demand for green travel & for offsetting
• Technology and internet powerful influence for destination
choice & distribution
• Tourism operators - changing their view of the world
• Perception of Canada by visitors
• Government policy
Benefits of Adopting Sustainable
Business Practices
The Sustainability Payoff using the Business
Scorecard Model:
• Financial Performance
• Customer
• Internal Processes
• Innovation & Learning
Industry-wide Transformation
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Leadership
Vision
Plan
Resources
Tools
Action
Self Assessment
• How is my organization doing?
Sustainability Payoff
Overall Benefit:
• Stronger Competitive Position
• Economic Stability
• Long-term Business Viability
Business Tools
• Education – creating a culture of sustainability internally
• Certification – as a clear path
• Traveler’s Calculator – contributing to long term
reduction by investing in BC based projects.
• Gobi Carbon Management Tool – creating a long term
action plan for reduction with financial benefits.
Business Tools
Why Sustainable Tourism Certification?
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Provides a framework to help tourism businesses follow a clear
path to real sustainability
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Globally respected endorsement that is the trusted standard in BC
& Canada
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Brings credibility to the industry, both for consumers & businesses
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Creates a benchmark across all sectors
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Gives consumers confidence that certified businesses are indeed
protecting ecosystems and the well-being of local peoples
Implementing Certification
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Green Tourism Business Scheme – UK
In operation for 12 years
Over 2200 current and active certified members in UK
Applied in New Zealand & Sweden
Based on measures of sustainability, not product or quality
One of the few programs that certifies full range of tourism
operators
• All assessments done in person (no self-assessment)
• Completely aligned with Global Sustainable Tourism Criteria
Performance Indicators
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Compulsory
Management and Marketing
Social Involvement and Communication
Energy
Water
Purchasing
Waste
Travel
Natural and Cultural Heritage
Innovation
Benefits of Certification
Results based on GTBS members in the UK:
• 70% improved energy efficiency
• 60% developed green policies
• 90% changed their purchasing behaviour
(buying more local, fair-trade and green products)
Business Tools
• Travelers Carbon Calculator
• Determines the impact of travellers’ decisions by calculating the
carbon emitted on their travels, ie: carbon footprint
• Provides the opportunity to purchase carbon offsets in BC
(Pacific Carbon Trust)
• Gobi Carbon Management Tool
• Comprehensive and affordable carbon software to measure, report
and manage an organization’s carbon footprint
• www.gobinet.com
Travelers Carbon
Calculator
• Offset calculators as an educational tool
• Facilitators of progress through investment
• Demonstration
Carbon Management Tools
for Business
• Demonstration
• Benefits
For more information …
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www.ethosbc.com
www.bchydro.com
www.gobinet.com
www.theicarusfoundation.com
www.linkbc.ca
http://web.viu.ca/sustainabletourism/
• ETHOS: 604 689 7774
• judy,.adams@ethosbc.com