BC Tourism Industry

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:
Tourism Vancouver
Ministry of Tourism, Culture and the Arts
Ministry of Environment
Aboriginal Tourism BC
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
2008: Generated $13.8B in revenue
(62% increase since 1998)
2008: $937M in provincial tax
revenue and $3.6B in export
2008: Direct contribution to gross
domestic product (GDP) of $6.6B
(32% increase since 1998)
Most (87%) of tourismÔÇÉrelated
businesses located in SW region of
BC, with over half (56%) in
BC Resource & Tourism Industries
Real GDP Index
Comparison by Industry
Contribution to BC Economy
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
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
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?
Provides a framework to help tourism businesses follow a clear
path to real sustainability
Globally respected endorsement that is the trusted standard in BC
& Canada
Brings credibility to the industry, both for consumers & businesses
Creates a benchmark across all sectors
Gives consumers confidence that certified businesses are indeed
protecting ecosystems and the well-being of local peoples
Implementing Certification
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
• All assessments done in person (no self-assessment)
• Completely aligned with Global Sustainable Tourism Criteria
Performance Indicators
Management and Marketing
Social Involvement and Communication
Natural and Cultural Heritage
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
• Offset calculators as an educational tool
• Facilitators of progress through investment
• Demonstration
Carbon Management Tools
for Business
• Demonstration
• Benefits
For more information …
• ETHOS: 604 689 7774
• judy,.adams@ethosbc.com