2020 ADVISING, EMPOWERING & INSPIRING TRADE

Issue 1 INTERNATIONAL Sustainable Tourism TRADEFORUM

PHOTO FEATURE Bridging differences in Myanmar with community-based tourism

INTERVIEW Khaltmaagiin Battulga, President of Mongolia

ITC IN ACTION Answering climate change with organic coconuts in the Caribbean Help us improve International Trade Forum!

Scan the QR code and participate in a short survey. It will take only three minutes of your time! https://www.surveymonkey.com/r/Trade-Forum MESSAGE FROM

The road now less travelled

DOROTHY TEMBO, Executive Director a.i., International Trade Centre

he global spread of the coronavirus The pandemic is challenging us to think T pandemic has hit us all with incredible about what comes next. speed – and the tourism and hospitality We need smart solutions. The articles sector is one most impacted. you will find in this issue show the efforts Countries and territories are shut- many partners in the relevant industries are ting their borders, airlines face bankruptcy, undertaking: ports are refusing entry to cruise ships – and In view of achieving the 17 Sustainable according to the World Travel and Tourism Development Goals (SDGs) outlined in the Council, a staggering one million jobs are 2030 Agenda in this next ‘Decade of Action’, being lost every day in the travel and tourism UNWTO sees tourism emerging from the current The cultural ideology of how Generations X, sector. And most of these jobs have been crisis as an even more important contributor to Y and Z are consuming travel plays another traditionally undertaken by women and the SDGs, if managed responsibly. And ITC important role in positioning destinations as young people. In addition, a ‘domino effect’ could not agree more with sustainability being authentic experiences, not as a mere check on is hitting huge numbers of suppliers world- at the heart of UNWTO’s plan for tourism’s your 20-places-you-must-see-before-you-die- wide. The United Nations World Tourism post-COVID-19 recovery. list on Instagram. Organization (UNWTO) is estimating that Beyond that, the aviation industry remains Brilliant examples are a renowned eco- five- to seven-years’ worth of growth will be one of the biggest environmental challenges. lodge in Kenya, owned and fully run by the lost to COVID-19. How can sustainability go hand in hand with Maasai; a truly unique project in Myanmar Once the storm passes, can we – should flying if you want to visit the remote islands that is bringing peace; or the #FeelMongolia we – go back to business as usual? of Indonesia? Flight shame will not fix airline campaign, which plays a key role in accel- The truth is, travel as usual is not emissions. But on the positive side, we will see erating Mongolia’s rural economic devel- sustainable. Now more than ever, we see a how the aviation industry is working hard to opment, increasing employment, ensuring environmental balance, and protecting link between mass travel and impacts on the reduce its CO2 footprint and to support a more environment. Therefore, it is likely that the carbon-neutral world by 2030. its historical and cultural heritage. Here, post-coronavirus traveller will choose more Sustainability concerns, however, extend I would like to extend my sincere thanks to sustainable paths to enjoy what the world far beyond carbon emissions and the airlines. the President of Mongolia for contributing to has to offer. Even before COVID-19, the In many places, tourism has grown beyond this edition. industry was witnessing a shift in preference its sustainable limits, to the detriment of You will find many more pioneers in to certified eco-hotels and toward more local local communities. So-called ‘overtourism’ in this edition. They, and sustainable tourism and authentic experiences. Increasingly places like Venice, Barcelona and Reykjavik providers like them, remain ready to welcome people are supporting tourism that supports is one obvious result. Cruise ships disgorge visitors in the post-pandemic era. communities. thousands of people for half-day visits that This shift is what concerns this edition overwhelm the destination but often may of International Trade Forum. A rise in leave little economic benefit. The Cruise Line sustainable tourism was already underway Industry Association is working with sensitive but it can also help us rebuild after the crisis. ports to avoid these negative impacts.

FORUM ISSUE 1 | 2020 | 3 International Trade Editor-in-Chief Forum focuses on trade Vittorio Cammarota promotion and export Contents development as part of Managing editor ITC’s technical Evelyn Seltier cooperation programme with developing countries Contributors and economies in Khaltmaagiin Battulga transition. Larisa Birthright Aziz Boolani Published quarterly since Sarah Charles NEWS 1964 in English. Johnson Gilisho Michael Gill NEWS BRIEF...... 6 See the online version at James Gitonga tradeforum.org Aman Goel Katie Hall Sign up for e-mail headline Andy Harmer FAST FACTS alerts at tradeforum.org/ Jarle Hetland alerts Suwendrani Jayaratne Rika Jean-François TOURISM AND SUSTAINABLE TOURISM DATA AND DEFINITIONS....8 Subscriptions Sibylle Neuhaus [email protected] Zurab Pololikashvili Antonina Popova Print subscription Waqas Rafique US$ 60/year (free to Valentina Rollo trade support institutions Jeanette Scherpenzeel and firms in developing countries) Special Thanks Marie-Claude Frauenrath ISSN: 0020-8957 Michelle Kristy Giulia Macola Address Phyllis Mwangi International Christine Ochoro Trade Centre Marcelo Risi Palais des Nations Zoritsa Urosevic 1211 Geneva 10 Switzerland Copy editors Matt Brown t +41 22 730 0111 Evelyn Seltier f +41 22 733 4439 intracen.org Proofreader Elizabeth Martinez Reprints

Articles from this Photography, © Il Ngwesi Eco Lodge | 22 magazine may be art direction freely reprinted, with and design attribution to the author Laurena Arribat and to International Trade Iva Stastny Brosig Forum, ITC. A copy of SPECIAL REPORT the reproduced article Printer would be appreciated. ITC Digital Printing Copyrighted photos may MAKING COMMUNITY-BASED TOURISM SHINE not be reproduced. Disclaimer WHERE IT MATTERS...... 14 Views expressed in Trade Interview with Jeanette Scherpenzeel, Senior Programme Manager, the Centre Publisher Forum are the contributors` The International Trade and do not necessarily for the Promotion of Imports from developing countries, the Netherlands Centre is the joint agency coincide with those of ITC, of the World Trade UN or WTO. Designations TOURISM AND THE SUSTAINABLE DEVELOPMENT AGENDA: Organization and the employed do not imply the United Nations. expression of any opinion SEIZING OPPORTUNITY IN CRISIS...... 16 on the part of ITC concerning Zurab Pololikashvili, Secretary-General, UN World Tourism Organization Cover photo: the legal status of any (UNWTO) © Shutterstock country, territory, city or area, or of its authorities or boundaries; or the CERTIFICATION CAN GO A LONG WAY...... 20 endorsement of any firm Larisa Birthright, Business Development Manager, Travelife or product. LEADING A RETHINK OF TOURISM...... 21 Interview with Rika Jean-François, Commissioner, Corporate Social Responsibility, ITB, the World’s Leading Travel Trade Show®

MAASAI ECO-LODGE CREATES WIN-WIN FOR HUMANS AND ANIMALS ALIKE...... 22 Johnson Gilisho, Tourism Committee Chairman, Il Ngwesi Board, Kenya ITC EMPLOYMENT CULTURAL RESTORATION AS A CATALYST FOR DEVELOPMENT.....24 ITC is recruiting qualified professionals within different areas of expertise. If you would like to contribute your Aziz Boolani, Chief Executive South and Central Asia, Serena Hotels skills to increasing export competitiveness for developing economies, and are motivated to work in an international WITH FLYING COMES GREAT RESPONSIBILITY...... 26 environment that promotes diversity, please check our Michael Gill, Executive Director, Air Transport Action Group (ATAG) jobs website, which is updated weekly: www.intracen.org/about/jobs MATCHING GROWTH OPPORTUNITIES WITH SUSTAINABILITY...28 Andy Harmer, Director, United Kingdom and Ireland, Cruise Lines International Association

4 | FORUM ISSUE 1 | 2020 PHOTO FEATURE

BRIDGING DIFFERENCES How inclusive, responsible tourism can unite communities in Myanmar

© ITC / Mingala Boom Creative |10

INTERVIEW

FIVE MILLION STARS...... 18 Interview with His Excellency Khaltmaagiin Battulga, the President of Mongolia

ITC IN ACTION

OPENING WORLD MARKETS FOR TANZANIAN SPICE EXPORTERS...... 29 Waqas Rafique and Aman Goel

BLAZING TRAILS IN THE GAMBIA...... 30 Waqas Rafique

ANSWERING THE EFFECTS OF CLIMATE CHANGE WITH ORGANIC COCONUTS...... 32

Sarah Charles and Evelyn Seltier © Shutterstock.com | 31 GIVING BACK TO SOCIETY: A RECYCLING BUSINESS VENTURE.....34 Waqas Rafique and Suwendrani Jayaratne

© ITC PUBLICATIONS

RESOURCES ON TRADE AND EXPORT DEVELOPMENT...... 37

EVENTS

WORLD EXPORT DEVELOPMENT FORUM 2020...... 36

AGENDA...... 38 | 29

FORUM ISSUE 1 | 2020 | 5 NEWS News Brief

Nepal’s coffee and pashmina sectors get European Union boost © ITC / Rohendra Dangol

A new project funded by the European Union in Nepal, the project will be a contribution enabling their staff to formulate trade to strengthen Nepal’s path towards more towards the country’s efforts to achieve policies better, and negotiate and implement inclusive economic growth and greater higher sustainable economic growth and trade agreements. As part of this, a trade integration into regional and global value development, and its goal of graduating from facilitation and export policies toolbox will chains has been launched in Kathmandu. the least developed country category. be developed. The project also emphasizes The International Trade Centre (ITC) An objective of the project will be to increasing the capacities throughout will implement the project, which focuses on increase trade and the participation of Nepal’s coffee and pashmina value chain, to Nepal’s pashmina fine wool and specialty Nepal’s enterprises in regional and global connect coffee smallholders and farmers to coffee sectors, in partnership with Nepal’s value chains. Key to achieving this will be international markets. Ministry of Industry, Commerce and Supplies. to strengthen the capacities of the Ministry Building on ITC’s long experience in of Industry, Commerce and Supplies and providing trade-related technical assistance the Trade and Export Promotion Center,

6 | FORUM ISSUE 1 | 2020 Afghanistan launches national trade policy

The Government of Afghanistan launched The Government anticipates that the a new initiative to spur growth and create policy will support the Afghanistan National jobs by boosting the export capacities of the Peace and Development Framework – the country’s private sector, to trade with regional country’s overarching policy strategy – and and global markets. implementation of its World Trade Organization Afghanistan’s Minister of Industry (WTO) commitments, national export strategy, and Commerce Ajmal Ahmady said: ‘This National Priority Programme on Private Sector national trade policy takes centre stage in Development, and national export targets. transforming the direction of the economy’s The launch marks a milestone in the productive sectors toward producing and development of Afghanistan’s economy. exporting high value-added products so It is the result of a comprehensive design that the country can realize its full export process, led by the International Trade Centre potential. The policy document outlines (ITC) with input from public and private the key principles and strategies that will stakeholders, intended to capitalize on the guide Afghanistan’s strategic integration into access to international markets enabled by © ITC / David Fox global markets.’ Afghanistan’s July 2016 accession to WTO.

Coalition of private and public sector to accelerate progress toward the Sustainable Development Goals

A coalition of private and public sector The funds aim to address the ‘missing organizations, including United Nations middle’ financing gap that affects entrepre- entities, non-governmental organizations neurs in markets where growth is constrained and a private equity firm have announced by a lack of access to follow-on financing. the launch of SDG500 – a new investment The funds will target businesses in the platform to help achieve the United Nations agriculture, finance, energy, education and Sustainable Development Goals (SDGs). healthcare sectors across Africa, Asia, Latin This $500 million investment platform is America, and the Caribbean and Pacific the first-of-its-kind dedicated to helping achieve regions. There will also be a gender focus the SDGs. SDG500 will offer exposure to six with some of the funds investing in busi- different underlying funds, each managed by nesses that empower and provide jobs for © Tomas Cesalek © Tomas impact asset manager Bamboo Capital Partners. women.

ITC and European Commission launch second award for EU cities supporting fair and ethical trade

To promote awareness about fair and economic and environmental pillars of ethical trade, the International Trade Centre international trade. They will be judged on (ITC) and the European Commission’s their vision, relevant policies and the impact Directorate-General for Trade have launched of their activities and initiatives. Along with the European Union (EU) Cities for Fair and an overall winner – to be awarded in October Ethical Trade Award 2021. The award aims to 2020 – several cities will receive special highlight the role that European Union cities mentions for outstanding achievements and their citizens can play in supporting in areas such as innovation or education sustainable trade. initiatives. EU cities with more than 20,000 inhabitants are eligible to apply for the For more information about the award, please award. In their submission, EU cities should contact: [email protected] or visit © ITC share their achievements across the social, www.trade-city-award.eu

FORUM ISSUE 1 | 2020 | 7 FAST FACTS Fast Facts

TOURISM

The travel and tourism sector supports Tourism contributes to around

319 million 5% of global greenhouse gas emissions. jobs worldwide. This is 10% of total employment and generates 10.4% These emissions are set to grow by of global gross domestic product. 130% by 2035. Source: World Travel and Tourism Council, 2018 Source: Cambridge Institute for Sustainability Leadership

More than 53% of 1000 accommodation and travel agencies in Benin, Botswana and Zambia have reduced their environmental footprint in the last three years.

Source: ITC

Women make up a larger share 32% of theWOMEN services IN workforce TOURISM than TRADE in any other sector. Primary Women make up a larger share 32% of the services workforce than in any other sector. 42% Primary

42% Services 35% Manufacturing

Services What's more, 35% Manufacturing 51% of staff in accommodation companies are women, more than the

42% 42% 37% 36% 34% 33% 32% of share of women employees in the services sector Primary Manu- Accommo Travel Tourism- Other on average. facturing dation agency related services Services Source: ITC Firms owned by women Firms owned by men

Source: ITC

8 | FORUM ISSUE 1 | 2020 SUSTAINABLE TOURISM

70% of global travellers would be more 37% likely to book accommodation say that that an international standard to knowing it was eco-friendly. identify eco-friendly accommodations would encourage them to travel more sustainably.

72% 62% are not aware of the existence would feel better about of eco-labels for vacation staying in accommodation accommodation. that had an eco-label. Source: booking.com 2019 report

WHAT IS SUSTAINABLE TOURISM?

Tourism that takes full account of its current and future economic, social and environmental impacts, meeting the needs of visitors, professionals, the environment and host communities.

Sustainable tourism is not a TYPE of tourism. It has a fundamental objective: to make all forms of tourism more sustainable, including mass tourism.

It should:

Make optimal use of environmental resources that constitute a key element in tourism development, maintaining essential ecological processes and helping to conserve natural heritage and biodiversity.

Respect the socio-cultural authenticity of host communities, conserve their built and living cultural heritage and traditional values, and contribute to inter-cultural understanding and tolerance.

Ensure viable, long-term economic operations, providing socio-economic benefits to all stakeholders that are fairly distributed, including stable employment and income-earning opportunities and social services to host communities, and contribute to poverty alleviation.

Source: UN World Tourism Organization and UN Environment

FORUM ISSUE 1 | 2020 | 9 PHOTO FEATURE

Bridging differences

EVELYN SELTIER, Associate Public Information Officer, International Trade Centre

How inclusive, responsible tourism can unite communities in Myanmar All photos © ITC/Mingala Boom Creative

hen you think of Myanmar, you in this often less-travelled Asian land in the tourism value chain, involving locals to Wmight picture rich fauna, tropical years ahead. create meaningful exchanges and ensure forests, sparkling beaches, and Through inclusive and sustainable long-lasting benefits for all involved: from a dramatic silhouette of temples and pa- tourism development, a Netherlands-funded developing innovative and sustainable godas against a mountainous backdrop. It International Trade Centre project contrib- services and strengthening local tourism is undeniable that Myanmar, with its beau- utes to creating income and jobs, particu- associations, to destination marketing and tifully diverse landscape and rich cultural larly for women and young people. branding and encouraging business linkages history, has a lot to offer. And tourism is set This community-based tourism project at national or regional levels. To achieve to pave the way for economic development connects stakeholders along the whole sustainability that lasts, the International

10 | FORUM ISSUE 1 | 2020 Trade Centre also works with national now extended the ‘Kayah model’ to Dawei in empower local people to include, participate partners to ensure the project is in line with the Tanintharyi region in southern Myanmar. in and benefit from tourism. the country’s tourism agenda. A natural place where forest rivers meet It does not stop there: one of the biggest tropical beaches along the Indian ocean, challenges in development projects remains Tanintharyi offers new community-based tours transferring knowledge to stakeholders in A successful model: in the fishing and orchard communities of the field. In response, the International From Kayah to Tanintharyi Tizit and Ka Lone Htar — and soon in the old Trade Centre formed groups of local trainers Only recently did it become possible to visit colonial town of Dawei. in both Tanintharyi and Kayah to create a Kayah state and its villages. After years of armed Project leaders have trained local learning centre. The centre now welcomes conflict, and with the new prospect of income community members in villages around Dawei international travel journalists and study through tourism, many Kayan refugees started to develop fun, creative, cultural tourism for tours from other Myanmar regions interested returning. The International Trade Centre has themselves. These tours build local skills and in developing responsible tourism.

FORUM ISSUE 1 | 2020 | 11 PHOTO FEATURE

1. Sunset Beach picnic by Tizit cooking group. 6. Betel nut tasting in traditional Daweian house. 2. Daweian snacks by Tizit Cooking Group. 7. CBT introduction for tourists at Tizit village. 3. Community medicinal garden in Ka Lone Htar 8. Forest picnic by Ka Lone Htar cooking group. village. 9. Trying a traditional Daweian dress in Tizit 4. Welcome drink at the Barefoot Forest SPA in village. Dive into the world of Ka Lone Htar. 10. Fishing boats at Tizit beach. Tanintharyi by watching this 5. Experiencing the fisherman life at Tizit beach. award-winning short video:

12 | FORUM ISSUE 1 | 2020 FORUM ISSUE 1 | 2020 | 13 SPECIAL REPORT

Making community-based tourism shine where it matters

Interview with JEANETTE SCHERPENZEEL, Senior Programme Manager, the Centre for the Promotion of Imports from developing countries of the Netherlands All photos © CBI

he Centre for the Promotion of Imports Jeanette, what is CBI’s approach to sus- that lasts. That is why we also work with Tfrom developing countries of the Neth- tainable tourism? governmental institutions such as ministries erlands, or CBI for short, is working Just like ITC, CBI focuses on small to improve service delivery, reduce export in several Asian and African countries to business tour operators and enabling a obstacles, and encourage public-private increase sustainable tourism and connect good business environment for them. More dialogue for better coordination, alignment tour operators to the European market. specifically, we train them to improve their and cooperation between actors in the CBI and the International Trade Centre are business practices and meet European Union tourism sector. no strangers to working with each other (EU) market trends and requirements. We – since 2014, the two organizations have are specialized in the EU tourism market You are focusing on community-based been reinforcing Myanmar’s sustainable and have an extensive network of sector tourism. Why? tourism market under the Netherlands Trust and institutional experts. Moreover, we It leads to more significant social and Fund. They now collaborate on the Inclusive believe that you need the country’s commit- cultural insights. It also helps local commu- Myanmar Tourism Project 2018-2021. ment to achieving sustainable tourism nities become aware of the commercial and

14 | FORUM ISSUE 1 | 2020 intellectual opportunities their culture has to offer to visitors. For example, in post-conflict Myanmar, community-based tourism plays a vital role for stability in the region. It encour- ages contact between the tens of different local tribes and tourists. Most importantly, the profits benefit the entire community.

What are the main challenges when working in this field? First, tour operators lack market infor- mation and analytical skills to find their competitive edge. The critical question is: what makes you special? Many find it hard to identify their unique selling point. As this should be the basis of their strategy, CBI provides advice during this critical phase. Second, linking their business to markets in Europe. This is something we help with, for example, by providing online fact sheets to find buyers, organizing roadshows in Europe, and inviting them to tourism fairs. We also use the certification system Trave- life to offer sustainable tourist packages (see page 20). We learned to focus on a limited number of selected companies instead of big numbers to make sure we make a difference. Third, an enabling business environment. Tourism associations lack organization among themselves. That is why we support business support organizations to improve the quality of their services and extend those more broadly among companies and members. We assist them in creating digital marketing, a national marketing strategy, a system for market infor- mation dissemination and peer-coaching as well as training tour operators. How does ITC’s work complement yours? tour operators. All participating tour opera- The beauty of our cooperation lies in tors own the Travelife label, which is a reli- You mentioned digital marketing. How how we complement each other. CBI rein- able marketing tool in the Swedish niche important is it? forces ITC on the national level with digital market. CBI needs the new products devel- The key to developing any tourism marketing and strengthening associations, oped by ITC to attract the Swedish buyers, sector is online and digital marketing. CBI while ITC reinforces CBI on the regional and ITC needs the CBI roadshow to market provides training, guidance and implemen- level. More specifically, ITC is the expert those products. Win-win. tation support. Indeed, niche marketing is in developing new community products essential as it leads to differentiation. Other- and services across the whole supply chain, wise, there would be numerous tour opera- down to the local fisher on the beach. At the tors selling the same experience and thus same time, CBI offers access to the Euro- 1. A unique selling point is key for successful tourism overcrowding the market. See, for instance, pean market to sell these new products. packages like specialized photography tours. our Gems of Kenya strategy. We both are flexible and go for the most 2. 3 Sisters Adventures learned EU requirements such Another example is our support to Nepal effective solution, which is essential to have as travel insurance and safety equipment for hard after the earthquakes in 2015, which led to a an impact. You miss opportunities if you do adventure activities. decrease in tourist visits. To reverse the idea not work together. 3. CBI supported the Tourism Council Bhutan to develop of Nepal no longer being safe, we supported For example, at a recent roadshow an improved training system for tourism services. 4. ‘I am in Nepal Now’ photo campaign with the Dutch the Nepal Tourism Board and national tour in Stockholm, CBI had 14 Myanmar tour Ambassador of Nepal. operators in setting up NepalNOW.org along operators show the products ITC devel- 5. CBI supported companies to receive on the spot with a social media campaign. oped, followed by meetings with Swedish coaching during the ITB Berlin trade fair.

FORUM ISSUE 1 | 2020 | 15 SPECIAL REPORT

Tourism and the Sustainable Development Agenda: Seizing opportunity in crisis

ZURAB POLOLIKASHVILI, Secretary-General, World Tourism Organization (UNWTO) © UNWTO

OVID-19 has brought global tourism and placing millions of jobs at risk, most As the United Nations specialized agency C to a standstill as countries impose notably those held by the most vulnerable for driving sustainable development through full or partial travel restrictions members of our societies. tourism, UNWTO will support the sector in and consumers stay home. Prior to 2020 An expected fall of between 20-30% the difficult months and years ahead, bringing international arrivals had been rising by an could translate into a decline in interna- together key global players and forging stra- average of 4% a year. While it is too early tional tourism receipts (exports) of between tegic partnerships. While appreciating the to quantify the full cost of the pandemic, $300-450 billion, almost one third of the severity of the crisis, this may also be seen it is clear that this sudden fall in demand $1.5 trillion generated in 2019. Taking as an unexpected opportunity to position will have a significant impact, hampering into account past market trends, this would firmly tourism in the economy and in the economic development throughout the mean that between five- and seven-years’ trade agenda, and to rethink and recalibrate entire tourism value chain and its SMEs worth of growth will be lost to COVID-191. tourism as a global phenomenon.

16 | FORUM ISSUE 1 | 2020 The sector has proven its resilience The current SDGs paved the way for level, catalysing social inclusion, with the before: in the wake of the SARS health integrating/strengthening delivery of broad potential to give an active role to many crisis and then the Global Economic Crisis dimensions of development, with a real of those who otherwise are left outside of 2008, international tourist numbers value addition to entrepreneurship, trade of formal economic development cycles. and revenues dropped only to rise again and jobs (including youth and women) to Furthermore, this not only provides new the following years. We can be confident, have meaningful impact on both society business opportunities for people living therefore, that tourism can bounce back and environments. The UNWTO Global in these destinations, particularly in rural from this adversity. But the sector, with Report on Women in Tourism illustrates communities, but is also helping protect the support of governments and private how, as well as contributing to the above cultural and natural heritage the world enterprises, must be committed to goals, by being a leading employer of over. If managed responsibly, the revenues growing not only stronger but better, with women, tourism is also an unparalleled generated through tourism can be used sustainability and inclusiveness as a key contributor to SDG5, the goal to achieve to safeguard wildlife and give new life priority for every stakeholder.2 gender equality (54% of the tourism to traditions that may otherwise die out workforce is female, compared to 39% altogether. across the wider economy).3 At the same Supporting travel and tourism is time, tourism is also a leading promoter supporting jobs and livelihoods Leaving nobody behind of innovation and entrepreneurship, as The global community now has just small enterprises disrupt the sector and Sustainability is at the heart of our plan ten years to achieve the 17 Sustainable make an impact at the grassroots level, for for tourism’s post-COVID-19 recovery. Development Goals (SDGs) outlined in instance through providing non-traditional Again, UNWTO seeks to guide tourism the 2030 Agenda – we have started the livelihoods, particularly outside of major as it not only grows back stronger but Decade of Action. Managed responsibly, cities and urban centres. grows back better. The spirit of solidarity tourism can emerge from the current Research on tourism and SDGs shows and international cooperation that has crisis as an even more important that, for the private sector, competitiveness characterized the global response to the contributor to the SDGs, supporting is now bound to sustainability (SDG12) biggest challenge of a generation must livelihoods and creating opportunities for contributing to low carbon growth models. be carried over into the future. In this millions of people around the world and For tourism policymakers, Job creation regard, the sector has a responsibility to leaving nobody behind. and Economic growth (SDG8) is key for ensure the economic and social benefits of Having reached 1.5 billion border economic diversification. Innovationtourism are spread as widely as possible crossings by tourists in 2019 alone, (SDG9), Urban Development (SDG11), rather than concentrated in small areas. tourism has a profound and wide-ranging Education (SDG 4), Poverty Reduction Now is not the time for ‘business impact on societies, the environment and (SDG1) and Climate (SDG13) are the as usual’. Rather, this is tourism’s time the economy. As of the end of last year, other SDGs of most interest for tourism to realize its potential as a major driver tourism, as a services trade represents 7% stakeholders. There is also an increas- of fair, equal and sustainable economic of total world exports and 30% of total ingly strong business case, as well as an development, and both businesses and exports in services, and in 2018 was the environmental imperative, for moving governments – as well as individual third export earning category after fuels towards a circular economy. Major players tourists – have a role to play in delivering and chemicals. On average, tourism from across the sector have committed to this, leaving no one behind. accounts for 10% of World GDP and the Global Tourism Plastics Initiative, for provides one out of 10 jobs worldwide. instance, pledging to eliminate unneces- 1 https://www.unwto.org/impact-assessment-of-the- Last year was the ninth consecutive sary waste within the sector and adopting covid-19-outbreak-on-international-tourism 4 year of sustained tourism growth circular business models by 2025. 2 https://webunwto.s3.eu-west-1.amazonaws.com/ following the 2009 global economic s3fs-public/2020-04/COVID19_Recommendations_ and financial crisis. But with growth English_1.pdf Promoting and protecting heritage comes responsibility, which is paired 3 https://www.unwto.org/publication/ with immense opportunities for socio- The benefits of tourism go beyond economic global-report-women-tourism-2-edition economic welfare, poverty alleviation, growth and jobs, however. One of the 4 https://www.unwto.org/sustainable-development/ low carbon growth and the overall most notable trends of recent years has global-tourism-plastics-initiative advancement on the 17 SDGs. been the growing demand for unique and The explicit mention of tourism in authentic travel experiences. Consumers the SDGs - as a target in Goal 8, 12 and are increasingly demanding experiences 14 – is a clear recognition of its potential that allow them to really appreciate and to contribute to sustainable development. understand a destination, for instance However, tourism’s cross- cutting nature through its unique gastronomy, its culture and its broad value chain can have an or its nature. And this has a corollary impact on the advancement of all SDGs. through its direct impact at the community 1. The Secretary-General of the UNWTO.

FORUM ISSUE 1 | 2020 | 17 INTERVIEW

Five million stars

Interview with His Excellency KHALTMAAGIIN BATTULGA, the President of Mongolia

International Trade Forum collected the views of His Excellency Khaltmaagiin Battulga, the President of Mongolia, on sustainable tourism opportunities in his country

haltmaagiin Battulga was born in K 1963 in the Mongolian capital Ulaan- baatar. In early life, the president was both an artist and an athlete before turning to business and politics. He served in several ministries before being sworn in as president of Mongolia in July 2017. The president took time out of his busy schedule ©Julia Baturina / Shutterstock.com to talk about Mongolia’s truly unique offering to global tourists, the Nomadic by Nature lifestyle – and what it means for the nation’s economy.

Your Excellency, Mongolia is known for exporting mineral commodities such as copper and coal. How does Mongolia plan to diversify the econ- omy, and what role does sustainable tourism play? development. Therefore, we are directing region and leading in the number of sent Although the mining industry is the our state policy to utilize our resources and tourists in the world. main export sector in Mongolia, we are develop dynamically sustainable tourism to Just two hours’ flight away from Beijing aiming to diversify the economy and accel- the full. and less than five hours’ flight from major erate further the development of non- The development of sustainable tourism cities in China and Russia, as well as such resource sectors. We believe that focusing will also play a key role in accelerating rural countries as the Republic of Korea, Japan, on the sustainable development of tourism economic development, increasing employ- Thailand and Kazakhstan, Mongolia’s loca- and agriculture will contribute to sound ment, reducing poverty, improving the living tion is geographically convenient for receiv- economic expansion in our country. standards of women and people with special ing tourists from these countries, as well as Statistics show that the tourism sector needs, ensuring environmental balance, for developing into a hub connecting Asia has been developing rapidly in recent years. and protecting and promoting historical and and Europe. This is a great advantage. International tourist arrivals worldwide cultural heritage. Also, due to the preserved nomadic cul- reached 1.4 billion in 2019, with earnings ture and low population density, citizens of growing to $1.7 trillion. What spillover effects and linkages could developed countries are increasingly inter- Mongolia, as a sparsely populated tourism value chains bring to Mongolia? ested in Mongolia to temporarily stray from land with untouched nature, a traditional Is there a regional dimension? their daily lifestyle, get closer to nature and nomadic lifestyle and culture, unique history, A special feature of Mongolia is that it seek adventure. geography and biodiversity, and even as a borders the two countries with the highest Therefore, we are cooperating with cradle of paleontological and archaeological growth in tourism, leading in the number of neighbouring and regional countries in finds, has great potential for tourismsent and received tourists in the Asia-Pacific launching and developing products that

18 | FORUM ISSUE 1 | 2020 © Shutterstock.com © Government of Mongolia

attract the most significant number of tour- Festival, the Golden Eagle Festival, and the ists on the international tourism market, Winter Horse Festival. such as the Silk Road, Trans-Siberian jour- In recent years, there have been regularly neys, the Tea Road and Northeast Asia. organized mountain-sports events on snow- In particular, Mongolia is one of 33 capped mountains, fishing and hunting trips, member countries of the Silk Road Tourism off-road auto races and marathon running project of the World Tourism Organization. events in the steppe and desert areas. Mongolia took part in the FESPO exhibition In addition to traditional folk art, Mongolia in 2019 in Switzerland as an official part- is also developing modern music, dance, film, and ner, and at ITB Berlin in Germany, Mongolia classical arts. A recent popular example - not only © Maykova Galina / Shutterstock.com announced the launch of a new web plat- in Mongolia, but also around the world - is The form www.mongolia.travel. Hu band, which created a new genre of ‘Hunnu Using this platform, foreign and domes- rock’ integrating traditional art components such tic travellers can become content providers as horse-head fiddle and ‘throat singing’ with by posting a public post using the hashtag modern rock music. This is just one example of #FeelMongolia on social media. how Mongolian art and culture is developing at a competitive level in the world. What in Mongolia’s sporting and artistic of the nomadic lifestyle that tourists expe- culture should visitors experience? Beyond its unique heritage, what does rience during their journey through the Mongolia offers tourists the opportunity modern Mongolia offer tourists who natural sights of Mongolia, left them with to truly experience the nomadic lifestyle and want to travel sustainably? fond memories, not of a five-star trip, but of culture of living in harmony with nature and Although Ulaanbaatar, home to about a five-million star trip! the environment, leaving no trace, inherited half of Mongolia’s population, is a fast- In recent years, tourists are choosing for thousands and thousands of years. growing modern city of course, most tour- more local tours with a low-impact influ- Visitors to Mongolia can experience ists in Mongolia choose to visit its natural ence on nature and the environment, as nomadic life by travelling on horseback, environment. well as new destinations that are not yet hunting with eagles and falcons, moving Mongolia, with its vast territory, offers familiar to many tourists, which makes with yaks and camels, reindeer riding and tourists a unique travel experience in every Mongolia undoubtedly one of the destina- being served with traditional dairy products corner of the country. In different regions, tions for sustainable ecotourism. On this and beverages. This is an exceptional you can participate in different travel expe- note, I would like to welcome your readers cultural tourism product that is unique riences: watch wildlife and have mountain to visit Mongolia: Nomadic by Nature. throughout the world. hiking adventures in the Western region; In mid-July, all over Mongolia, visitors join sand dune hikes following dinosaurs’ can enjoy the traditional ‘Three Manly footprints in the Gobi; walk through histor- 1. Mongolia’s capital, Ulaanbaatar Games,’ which include national sports ical sites associated with Genghis Khan 2. The President of Mongolia, His Excellency such as wrestling, archery and horseracing. in the East, and experience the beauty of Khaltmaagiin Battulga. In addition, many tourists are attracted by nature in the Khangai mountains. 3. Mongolia’s 4,000-year-old tradition of hunting with annual events such as the Ice Festival, the Tourists say that staying in a Mongo- eagles is endangered. Eagle Festival, the Ten Thousand Camels lian ger (yurt), which is a main component 4. Equestrian statue of Genghis Khan.

FORUM ISSUE 1 | 2020 | 19 SPECIAL REPORT

Certification can go a long way

LARISA BIRTHRIGHT, Business Development Manager, Travelife

Travelife advises tour operators on certified hotels to build their sustainable, green business portfolio

ince 2016, the travel industry is Sseeing more travellers around the world demanding tourism experiences that have better environmental and social impacts. A recent report by UK-based ABTA, a travel association, states for example, © Legian Beach Hotel that for 50% of Britons travelling on ABTA- approved trips, a travel company’s green credentials are important or essential when choosing a holiday, its highest level ever. Many tourism businesses are rising to this challenge with responsible and sustain- able measures, yet it is difficult for travellers and travel agents alike to find these busi- nesses, let alone to be sure that their sustain- ability claims are reliable. This is where certification programmes, such as Travelife for Accommodation, provide a vital role: they independently verify a business’ green practices and then promote it to the travel industry and consumers. Travelife strives to provide a robust yet accommodation provider and their certifi- affordable option for tourists in search of all cation status, making it easier for sales staff The Legian Beach Hotel in Bali celebrates after receiving Travelife certification. types and sizes of accommodation and now and their customers to identify sustainable has a membership of over 1,500 hotels in accommodation options. A special business- more than 50 countries. From small safari to-consumer portal on travelifecollection. camps in Africa to mega-resorts in Turkey, com lists all of Travelife’s certified busi- each must undergo an independent on-site nesses for any vacationers that may want For more information about Travelife, visit audit that looks for evidence in complying to book at a certified property and offers as www.travelifestaybetter.com. with Travelife’s strict criteria related to envi- well an active social media strategy for their ronmental management, human and labour members. rights, and community support. Once each In addition to improving market access of the 163 criteria in the Travelife Standard for businesses, Travelife reduces risks for is met, the accommodation provider receives both travel companies and accommodation the Travelife Gold Certification and logo. suppliers by re-certifying each business every Travelife works with around 25 tour two years. While the standards may seem operators in the United Kingdom, Europe stringent, the company makes sure no one is and North America. Most tour opera- left behind: each business has six months to tors have a sustainability strategy that complete post-audit improvements and has might include increasing the number of access to over 60 online guides and templates sustainable accommodations. They can that help accommodation providers comply download a weekly report that lists each with the Travelife Standard.

20 | FORUM ISSUE 1 | 2020 SPECIAL REPORT

Leading a rethink of tourism

Interview with RIKA JEAN-FRANÇOIS, Commissioner, Corporate Social Responsibility, ITB, the World’s Leading Travel Trade Show®

Mainstreaming sustainable travel means working together globally on all levels © ITB

How does ITB promote sustainable benefits everyone – people, nature, business. How can overcrowded tourist destinations tourism among different stakeholders? Our commitment to the United Nations go the sustainable way? ITB, the world’s biggest tourism fair, World Tourism Organization’s Global Code What we need is to rethink destination has an extensive portfolio. As such, we have of Conduct, the UN Sustainable Develop- management. How can you achieve constant the opportunity to bring sustainable thinking ment Goals, the Code of Conduct for the growth in a limited space? Social accounting into the tourism industry and raise aware- Protection of Children from Sexual Exploita- should be part of any destination: based on ness among all relevant stakeholders, espe- tion in Travel and Tourism and our coopera- measuring how much damage you cause and cially tour operators, carriers, policymakers tion with governments, non-governmental how much the community really benefits, and the public. organizations and universities make our each destination can make new decisions for As we bear some responsibility, we dedi- approach holistic. their own good. cate an entire hall to responsible tourism at Defining these changes benefits a the fair. Additionally, we address sustainable How do you go from awareness to action? participatory approach, bringing together the topics at our ITB Convention with special We lobby hard to stress the importance communities and host governments in the dedicated formats, for example, the Corpo- of sustainability in tourism within the industry planning phase. Smart digital visitor manage- rate Social Responsibility Day, the Respon- itself. There is huge potential in switching to ment, including pre-registration as well as sible Destination Day, the Tourism for sustainable ways of doing business. But not seasonal or dynamic pricing or exploring Sustainable Development Day plus three all relevant players see it that way yet. lesser-known neighbourhoods, help along the Empowerment Days. We also push topics Turning awareness into action is not way. Travellers should learn to avoid peak such as social entrepreneurship or gender only in our hands but also in the public’s. It is seasons if possible and look for real encoun- equality in tourism and subjects such as indig- in the consumers that we put our faith, espe- ters rather than mere sightseeing. Moreover, enous cultures and animal welfare. cially the young generation. Their changing aviation fuel is not yet subject to tax and Moreover, throughout the year, we demand makes me hopeful. I believe we cheap flights are accounting for rising tourism participate in events around the globe and have achieved a slight shift already – even numbers and ‘over-tourism’. Destinations work with international associations to relatively conservative businesses realize should show leadership and control all neces- ensure a broad approach to tourism that that our planet has limited resources. sary decisions.

FORUM ISSUE 1 | 2020 | 21 SPECIAL REPORT

Maasai eco-lodge creates win-win for humans and animals alike

JOHNSON GILISHO, Tourism Committee Chairman, Il Ngwesi Board, Kenya

For the past 23 years, Kenya’s Il Ngwesi II Group Ranch has been a model of community-based tourism and sustainable wildlife conservation All photos © Il Ngwesi Eco Lodge

ourists who visit the Laikipia district in the area. In the early 1990s, following Community elders agreed to set aside Tnorth of Mount Kenya, between an offer by the neighbouring Lewa Wildlife 80% of their grazing land for conservation fertile highlands to the south and Conservancy, Il Ngwesi became the first because the 8,000-strong Il Ngwesi popula- vast arid plains stretching north, do not Maasai Group Ranch of its kind to join the tion only practiced a limited amount of agri- only come to experience our eco-lodge, the organization on a journey of conservation and culture in the highlands. Six years later, with Maasai hospitality and the stunning scenery community development. The Conversancy funding from the United States Agency for they also come to see its wildlife. argued that by setting aside some of their International Development (USAID) through Il Ngwesi II Group Ranch is a Maasai- land for wildlife conservation and tourism- the Kenya Wildlife Service, the community owned and run ranch covering almost 9,000 related business ventures, the Maasai could built the Il Ngwesi Eco Lodge, fully managed hectares and one of the 13 group ranches raise income for the community. and run by the local community.

22 | FORUM ISSUE 1 | 2020 Il Ngwesi became the first Maasai Group Ranch of its kind to go on a journey of conservation and community development.

Community-based tourism is significant to us because we earn income as service and product providers as well as employers. We were able to create jobs to provide an alter- native source of income besides livestock keeping for over 40 local women and men (with more than 90% from the community) working at the lodge and in security. Women from the community sell handicrafts to our guests and the revenue we make from the lodge goes back to the community in terms of much-needed school bursaries, building water projects, clinics and school infrastructure. School attendance and education levels in the area are low compared to other parts of the district and to Kenya generally. Improving access to quality education is crit- ical to enable the Il Ngwesi Maasai to engage on an equal footing in local, national and international debates that affect them. Being very traditional means that the Maasai’s atti- tudes towards the value of education are mixed, and specific cultural practices such as early marriages for girls, Moranism (warrior initiation rites for boys) and a nomadic way of life do not easily make room for educa- tion. However, this is changing, and many community leaders now wish to see their children properly educated. Donations from individual well-wishers Our products have improved, and giraffe, impala and the endangered Grevy and partnerships with national and interna- occupancy rates have increased. Visitors Zebra. Predators include lions, leopards, tional non-governmental organizations have can visit the nearby cultural Maasai huts, cheetahs, hyenas, wild dogs, and jackals – also provided some funds for community called boma, as well as access information all of which are central to the ranch as a projects, particularly for education, health, on camping and other local activities, such tourist attraction and for the ecosystem. access to water and generating community- as camel rides. Staying at the lodge not We have hosted many famous based incomes. The funds are used to promote only provides guests with stunning views people including members of the United community buy-in and are essential for the of the landscape and wildlife, it also opens Kingdom’s royal family. We have served long-term sustainability of our products. a unique window into Maasai life that is as a model to our neighbours who help neither contrived nor over-commercialized. foster communities that value wildlife and Il Ngwesi is recognized both nation- see a purpose in acting as custodians of the A model leading to worldwide ally and internationally as a rare example land. This managed landmass is particularly recognition of a venture genuinely run by the commu- essential for the conservation of habitat, Over the past 23 years, we have witnessed nity that makes a real contribution to humans and wildlife. And we are happy to an increasing interest in Laikipia beyond wildlife conservation. Part of the area set be able to contribute to that. wildlife conservation. We have seen how aside for conservation has been fenced for tourism can serve as a sustainable means to the protection of endangered species and 1. The Maasai lead tourists through a bush walk. manage the land and protect its wildlife, as currently holds two white rhinos. The 2. The traditional dance of Morans (Maasai warriors). well as to build a sustainable future for its ranch continues to enjoy visibly increased 3. Giraffes in their natural habitat on the Ranch. resident communities. numbers of animals, including elephants, 4. The Il Ngwesi eco lodge in Kenya.

FORUM ISSUE 1 | 2020 | 23 SPECIAL REPORT

Cultural restoration as a catalyst for development

AZIZ BOOLANI, Chief Executive South and Central Asia, Serena Hotels

Reviving ancient mountain communities offers a model of how to pursue sustainable tourism through the prism of heritage conservation All photos © Serena Hotels

n the wake of the Industrial Revolution, the region of Northern Pakistan, has proven to be imposing palaces and forts boasting I rise of capitalism and rapid urban expan- a story of triumph and reclamation by using masterfully intricate woodwork, rich sion, many ancient mountain cultures cultural restoration as a catalyst for social and cuisines, and a unique artistic and musical worldwide were threatened with oblivion. economic development. heritage – possibly the long-lost kingdoms Development agencies, working to Gilgit-Baltistan is separated from the of legend, or even Shangri-La – deteriorated reduce poverty, have tried various approaches, rest of Pakistan by a chasm formed by and were threatened with obsolescence and from top-down and donation models to partic- two high-altitude mountain ranges, the extinction. In 1979, the region, long ago ipatory approaches, with varying success. Himalayas and Karakoram. The mountains connected by the ancient Silk Road, was A unique model adopted by the Aga geographically isolated local communities again brought into contact with the outside Khan Development Network, working for and created a unique cultural context. world with the opening of the Karakoram sustainable development in the Gilgit-Baltistan Gradually, once-thriving cultures with Highway, linking Pakistan to China.

24 | FORUM ISSUE 1 | 2020 Restoring heritage sites for community sustainable while positively impacting the local More than this, Serena Hotels engage impact community by encouraging tourists to spend in sustainable corporate social responsibility money and supporting local jobs. All these initiatives such as the Karighar (meaning The Aga Khan Trust for Culture intervened developments paved the way for the opening ‘house of artisans’ in Urdu) project that in the region in the early 1990s with a of Serena Hotels, a hotel chain operated by empowers women by teaching them skills concept for sustainable heritage conservation Tourism Promotion Services Pakistan, which like beekeeping, stitching, finishing linen, management, and economic development. converted some of these renovated sites in the embroidery and apparel production. These The approach was to restore heritage sites region into heritage lodging facilities. goods then form part of the hotel value chain. and revive dying arts, crafts and traditions Serena Hotels are thus actively contributing by actively engaging local communities. The to the social development of the region by How hotels can ensure sustainability Aga Khan Development Network contends using local resources in their commercial and form part of local supply chains that conservation projects have a positive operations while enabling the long-term impact well beyond physical heritage sites; The arrival of a hotel chain in pristine economic empowerment of women. they promote good governance, a growing locations can often have a detrimental impact As well as operating in the Gilgit-Baltistan civil society, rising incomes and economic on the local ecology and economy. The region, Serena also operates a heritage hotel opportunities for local communities, greater ethos employed by Serena Hotels supports in Swat – another mountainous region respect for human rights and better steward- the development of local communities and with Buddhist origins. The historic state ship of the environment. culture, and works towards the restoration guestroom Vazir House offers heritage suites In Hunza, the Aga Khan Trust for Culture and maintenance of cultural assets. The hotels while the hotel décor and cuisine conserve restored Karimabad village and turned the add value in the community at various stages: local heritage and crafts. 700-year-old Baltit fort into a public museum from employing local artisans to build and With these interventions, the commu- – a process that took six years of careful decorate the hotels, to employing local people nities of these once isolated mountain planning and meticulous execution. The and developing skills in all aspects of tourism regions are finding a renewed sense of project won several heritage conservation and hospitality, to reaping the economic pride and belonging. Their expert artisans awards, including the 2004 UNESCO Award dividends of the resulting tourist boom. are paving the way for economic prosperity of Excellence for Cultural Conservation in the Under the hotel’s ‘cultural diplomacy’ rather than being swept up in the tide of Asia-Pacific region. banner, local festivals, cuisines, music and modernization – and applying sustainable Simultaneously, funds allowed for the art contribute significantly to mainstreaming tourism practices that can be replicated in revival of crafts and musical instruments, these cultures. The Serena heritage lodgings other mountainous regions of Central and and patronage was given to master craftsmen at the 200-year-old Khaplu Palace and South Asia. and women to train the new generation in 400-year-old Shigar Fort in Baltistan have the dying arts. become wonderful symbols of local heritage The Trust carried out similar heritage and act as modern tourism magnets, attracting restoration programmes at a 1,100-year-old visitors from all over the region. The heritage Altit fort and several sites in the mountainous properties ensure training and employ Baltistan region. The revenue generated from members of the local community to help 1. Serena Shigar Fort. the museum and café makes these restorations create a sustainable supply chain system. 2.–3. Serena Khaplu Palace

FORUM ISSUE 1 | 2020 | 25 SPECIAL REPORT

With flying comes great responsibility

MICHAEL GILL, Executive Director, Air Transport Action Group (ATAG)

The economic and social benefits of aviation are clear, but these come with a climate cost that the sector is stepping up to address © Shutterstock.com

viation provides the world’s only the global economy) – similar to the gross domestic Aglobal rapid transportation network. product of Switzerland or Argentina – the avia- Aviation accounts for roughly 2% of That makes it essential for global busi- tion sector plays a vital role in enabling economic manmade CO2 emissions. For aviation ness. Air transport helps countries contribute growth, particularly in developing countries. to grow sustainably, the industry must to the global economy by increasing access An industry that relies heavily on avia- balance the advantages of growth to international markets and allowing the tion is tourism. Globally, 58% of international in air travel with the responsibility to pursue climate action. globalization of production. Without it, world tourists travel by air. Without the connec- trade would struggle. tivity provided by flight, developing countries As a significant employer with 65.5 million in regions remote from their source tourism links for tourism, international air transport jobs supported by air transport worldwide and a markets would not be able to enjoy their present supports 36.7 million jobs and $897 billion of global economic impact of $2.7 billion (3.6% of levels of economic growth. By providing air global gross domestic product in tourism.

26 | FORUM ISSUE 1 | 2020 An environmental responsibility any growth in CO2 emissions above 2020 developing markets for sustainable aviation levels. fuels. Policy options include: The economic and social benefits of aviation Next to these stabilization measures, the ƒ Enacting commercial risk-reduction are clear, with the growth of the sector being aviation industry will pursue other emission policies essential for all countries, both developed and reduction measures such as developing new developing. However, these benefits also come technology, and in the long term halve net ƒ Ensuring that aviation has access to the same alternative fuel policies as other with an environmental cost. CO2 emissions by 2050, compared to what Aviation accounts for roughly 2% of they were in 2005. transport modes ƒ Prioritizing aviation as a user of liquid- manmade CO2 emissions. For aviation to Many airlines have shown leadership in grow sustainably, the industry must balance advancing the production and deployment of alternative fuels, alongside other hard- the advantages of growth in air travel with sustainable aviation fuels, which could reduce to-abate sectors (such as shipping and cement production) the responsibility to pursue climate action. CO2 emissions by around 80% compared It is a responsibility that the global aviation to fossil fuels. They do this by signing ƒ Feeding research and technology into sector takes very seriously. multi-million dollar forward purchasing production processes and feedstocks Thanks to new technology and agreements, investing in start-up support and ƒ Providing access to more cost-effective innovations – with $15 billion spent annually promoting sustainable aviation fuels through debt, debt guarantees and capital grants on efficiency research – the efficiency of test flights, research, and investigation of local for production facility construction aircraft has improved continuously. A flight opportunities. Five airports now also have a ƒ Supporting technical fuels approval pro- taken today produces half the CO2 that the regular supply of these sustainable fuels – in same flight would have in the 1990s. Bergen, Los Angeles, Oslo, San Francisco and cesses at the ASTM (formerly known At the same time, the industry is Stockholm. as the American Society for Testing and growing at a tremendous rate to meet the However, bringing sustainable aviation Materials), an international standardiza- needs of citizens around the world who wish fuels to global markets remains challenging. tion organization to travel – with some of the fastest growth It requires substantial investment. Positive ƒ Diverting economic support from fossil in emerging economies in Asia-Pacific. That policy options are now more critical than ever fuels towards renewable and sustainable growth is often more rapid than efficiency to support sustainable aviation. The industry aviation fuels improvements. has called on governments to assist potential ƒ Ensuring that any government support But to tackle this challenge, aviation suppliers of sustainable fuels in developing is contingent on adherence to global sus- industry leaders agreed a global, sector- the necessary feedstock and refining systems tainability standards wide climate action framework in 2008 – at least until the fledgeling industry has

– a world first. As of 2021, the industry achieved the required critical mass and prices United industry efforts to reduce CO2 will stabilize net CO2 emissions thanks to drop thanks to economies of scale. emissions and government support combined the Carbon Offsetting and Reduction Governments can also support the will contribute to more sustainable tourism Scheme for International Aviation (CORSIA): aviation industry by introducing environment and more sustainable travel options for a global scheme under which airlines offset and fuel quality legislation to promote us all.

FORUM ISSUE 1 | 2020 | 27 SPECIAL REPORT

Matching growth opportunities with sustainability

ANDY HARMER, Director, United Kingdom and Ireland, Cruise Lines International Association

The global cruise industry is ready to take the lead when it comes to moving millions of tourists across the seas sustainably and responsibly

he water around and below us, the Tair above us, the communities around us, the people who work for us: all are critical factors when it comes to planning a sustainable growth strategy for the cruise industry based on leadership, stewardship and partnership. The cruise sector represents 2% of the overall travel industry with more than

2,000 ports-of-call globally, including in Association © Cruise Lines International such sensitive waters as the Baltic Sea and the Alaskan coast. We are a small part of the 1.5 billion leisure trips made each year, but our industry is ready to play a leadership role when it comes to sustainable tourism.

Leadership for fewer emissions

While cruise ships comprise less than 1% Waste stewardship and gender equality of the global maritime community, we are Meyer Werft Ioana luxury liner at port. pioneers in new sustainable technologies There are many examples of our stewardship and practices from which the entire ship- role, such as on-board wastewater and sulphur non-governmental organizations and sensi- ping sector benefits. We have invested more treatment plants, pioneering hull coatings and tive destination ports such as Dubrovnik in than £17 billion ($20 billion) in developing design, and air lubrication systems. Thanks to Croatia, Santorini in Greece and Barcelona new energy-efficient technologies andour waste management and recycling systems, in Spain to ensure that cruise tourism works cleaner fuels. there is zero waste-to-landfill from some of the for resident communities, destinations and At the end of 2018, the cruise industry biggest cruise ships in the world. visitors. made a first-ever, industry-wide emission Beyond the pure environmental concerns, For example, in Dubrovnik in 2019, commitment to reduce the rate of carbon the cruise sector is also leading the way on labour we signed a long-term partnership to help emissions across the fleet by 40% by 2030. conventions and being aggressive in gender diversity manage the flow of visitors to the city. We are And, as of 2020 and in line with new Inter- in the marine division of our ships – which accounts working together with the mayor to sensitize national Maritime Organization regulations for 15% of the people working on the ships – up to visitors so that thy respect the city’s unique which affect the whole maritime industry, and including women who are ship captains. culture and heritage, as well as those of its ships will have to use fuel with a maximum surrounding areas. sulphur content of 0.5% compared with the We believe that with opportunity comes Partnerships for communities previous limit of 3.5%. Other innovations responsibility, and we are working as an include shore-side power, liquefied natural Forging meaningful partnerships is vital for industry to meet those responsibilities with gas and exhaust gas-cleaning systems. success, and we are working with leading numerous such models and initiatives.

28 | FORUM ISSUE 1 | 2020 ITC IN ACTION

Opening world markets for Tanzanian spice exporters

WAQAS RAFIQUE, Public Information Officer, and AMAN GOEL, Associate Programme Adviser, International Trade Centre

A spice trader becomes the driving force behind a joint venture to boost cinnamon exports from Tanzania © ITC © Shutterstock.com -

aul de Rooij, an investor in Tanzania’s His Dutch-Tanzanian joint venture, making them globally renowned and export- Pspice sector, has an expansive knowl- formed in late 2019, is now helping to able throughout the world. edge of cinnamon. improve cinnamon exports from Tanzania. This meeting was the turning point for ‘The variety of cinnamon grown in It all began when ITC’s Market Access Paul. He decided to invest in his ideas: He Tanzania is called Cinamomum Zylanicum,’ Upgrade Programme (MARKUP) asked Paul brought together his company BAPA Trading Paul says. ‘It is also grown in Sri Lanka to pass on his expertise and train Tanzanian and Edward’s company, Companero Farmers, and in small quantities in Madagascar and spice producers and exporters. He trav- to form Trianon Investments. Together, Paul Seychelles.’ elled around the country and gained a deep and Edward hope Trianon will have a positive Cinamomum Zylanicum or True Ceylon understanding of the opportunities and impact on communities in Tanzania – and the Cinnamon is a coveted aromatic variety challenges that lie in the Tanzanian spices spices industry as a whole. of cinnamon, indigenous to Sri Lanka, but sector. Paul has already invested $100,000 to which grows well in Tanzania. The overall lack of technology and equip- upgrade the infrastructure and equipment However, to unlock potential trade in this ment for post-harvest processes struck him. He for processing spices and meeting immediate spice, the Tanzanian sector needed to adopt realized that was why Tanzanian cinnamon, working capital needs. The company aims to new techniques of handling and marketing it. despite the quality of the trees, struggled to achieve $800,000 in revenues in 2020. Hailing from the Netherlands, Paul has his meet the quality requirements to access other The founders hope that Trianon will finger on the pulse of export opportunities for markets, such as the European Union. emerge as an international spice processing Tanzania. Tanzanian spice exporter Edward company and contribute to improving the live- ‘If Tanzanian exporters can produce Rukaka was part of the training sessions lihoods of smallholder farmers in Tanzania. according to European Union market stand- at which both exchanged ideas. Together 1. Framers at a training making cinnamon quills. ards, they can get their market share,’ he says. they dreamt of pioneering new techniques 2. Tanzania is among the very few countries that produces ‘The demand for the product is huge.’ to improve the quality of Tanzanian spices, quality cinnamon.

FORUM ISSUE 1 | 2020 | 29 ITC IN ACTION

Blazing trails in the Gambia

WAQAS RAFIQUE, Public Information Officer, International Trade Centre

Young tour guides are showing visitors the mystic beauties of the Gambia while contributing to sustainable development © ITC

satou Foon is a trailblazer. If you were At just 23 years, Isatou is sure of a campaign provided her with the opportuni- Ito ask the first young woman to train in few things about herself. One of them ties she was looking for. With a background in community-based tourism in the Gambia is the love for her country, the Gambia. computer science and communications, her what she would like to achieve in life, her Her creativity and passion in inviting the passion for telling stories brought her closer reply would be ‘the unachievable’! Her world to experience the country’s undiscov- to becoming a professional tour guide and confidence appears unshakable when she ered beauties have sparked a wish to steer youth trainer in community-based tourism. describes a great source of joy in her life. young people toward new careers in sustain- Among other activities, Isatou and ‘We achieved something that has never able and inclusive tourism. her community are all set to contribute been accomplished, which is having girls The burgeoning tourism industry in to promoting the popular Ninki Nanka being tour guides!’ she says. the Gambia and a youth-empowerment Trail. Available as day-long or week-long

30 | FORUM ISSUE 1 | 2020 © Shutterstock.com © Shutterstock.com © Shutterstock.com © Curioso / Shutterstock.com

excursions, the trail offers adventurous, for Gambians, to equip young people with responsible river-based and overland trips. job-ready skills and entrepreneurship opportu- ‘We achieved something that has never Adventurers can experience the way of nities in a variety of sectors, ranging from the been accomplished before, which is life in Fula, Mandinka, and Wolof villages arts and agribusiness to tech and tourism and having girls as tour guides!’ while discovering diverse natural and more. The goal is to empower young people cultural heritage along the River Gambia. to earn higher, stable incomes and create can become an agent of sustainable devel- The trail offers a range of exciting activi- quality jobs for others. opment in the Gambia, leading the way for ties such as birdwatching, community-based With this programme, the business young women, in particular, to take part in village tours, craft making, cooking lessons community, youth groups and develop- the movement. in local cuisines, West African history tours, ment partners are working together to show ‘I will continue to inspire young women river-based kayaking, bike tours and even young people – especially those most vulner- to take on such roles and lead communities spotting wildlife such as hippos to baboons. able to irregular migration – that they can by example,’ she says. Isatou’s training was part of the Tekki lead happy, healthy and prosperous lives in Fii campaign focussed on creating jobs for their own country. young people and women, with former The Government of the Gambia coordi- trainees now holding jobs for themselves nates this European Union-funded initiative 1. Isatou Foon. and contributing to their household and with technical support from the Interna- 2. Visitors can see wildlife on their tours. community income. tional Trade Centre and its partners. 3. Aerial view of mangrove forest in the Gambia. Tekki Fii – which means ‘Make It Here’ Isatou connects communities of young- 4. The ancient Wassu Stone Circles in the Gambia. in Wolof – is a movement by Gambians, sters to create awareness of how tourism 5. Boats to the beach on Tanji in the Gambia.

FORUM ISSUE 1 | 2020 | 31 ITC IN ACTION

Answering the effects of climate change with organic coconuts

SARAH CHARLES, Communications Consultant, Alliances for Action, and EVELYN SELTIER, Associate Public Information Officer, International Trade Centre

Farmers in the Dominican Republic have found a smart solution to respond sensitively to natural disasters – and secure their incomes © ITC

aria Genao’s gaze is hopeful while Maria is the lead farmer of Bananos and hurricanes have caused extensive damage Mscanning her four acres of fields, Ecológicos de la Línea Noroeste, or BANELINO to the banana plantations. Addressing climate covered in banana and coconut for short, in the northwestern province of change and its impacts are high on the new palm trees. Monte Cristi in the Dominican Republic. sustainable development agenda of small ‘When my farm was flooded, the Since 2000, BANELINO has been a dynamic island developing states. They are the most coconut trees survived. For two successive and successful organization of family farmers exposed and vulnerable to climate change years, our plantations were devastated by that produces Fairtrade organic bananas effects, with people and communities experi- the strong winds and flooding due to the primarily for the export market. encing dramatic repercussions. Taking urgent hurricanes that passed over the Dominican Their success, however, had its fair action that leaves no one behind is a priority. Republic. But coconuts have thrown us a share of challenges in recent years due to a Witnessing these impacts first-hand, lifeline,’ she says. changing climate: more flooding, droughts the cooperative was ready for a sustainable

32 | FORUM ISSUE 1 | 2020 Small island developing states are © ITC © ITC the most exposed and vulnerable to climate change effects, with people and communities experiencing dramatic repercussions. Taking urgent action that leaves no one behind is a priority. answer to adapt to these climate risks — first step: diversifying crops by adding coco- nuts to mitigate risks and increase resilience. ‘Producing coconuts is not only improving our cash flow. It also supports the health of our soil and the biodiversity on our farms’, says Maria. Using the lead-farmer approach, BANELINO met its target of 50% of members growing coconuts by the end of 2018, with unseen benefits: the training courses also included women and young people, who © BANELINO are often left out of skills development exer- cises because they are burdened with house- hold chores or childcare duties. But what is a lead-farmer approach? This participatory training and capacity- building method is based on peer learning and community-based knowledge sharing. The trained lead farmers, in turn, train other farmers in their communities, ensuring a domino effect to mainstream quality and improve agricultural skills across the sector. ‘As a lead farmer, I am especially eager to share my knowledge with other women in the community. This way they can International Trade Centre’s Alliances for By joining the Alliances for Action embrace coconut production and participate Action network, the cooperative successfully network, BANELINO benefited from tech- in adding value to our products, such as received $125,000 to invest in productive nical assistance – including coconut G.A.P. handicrafts,’ explains Maria. capacities, including in building a coconut (Good Agricultural Practices certification) Ramon, a 78-year-old second-genera- sugar-processing factory and purchasing and seed multiplication – as well as market tion banana farmer, shares this enthusiasm: more than 30,000 coconut seedlings from and business support to engage in diversi- by adopting a mixed farming system, he feels other Alliances partners. The loan came from fication strategies while strengthening the comforted knowing that the three genera- the European Commission’s Banana Accom- farmers’ resilience to climate change effects. tions of his family working on the farm will panying Measures, a support package for The initiative is part of the second have a stable, improved standard of living. banana-exporting countries in the African, phase of the Coconut Industry Development Investing in organic coconut production Caribbean and Pacific Group of States region. for the Caribbean project launched in 2015 and value-added product manufacturing As a result, BANELINO’s coconut produc- and funded by the European Union and next to their traditional banana exports tion has been growing steadily since it kicked the African, Caribbean and Pacific Group means an additional source of income for the off in April 2018. A role model for the country of States– and now also CARIFORUM for farmers. Thanks to the diversification, they and the Caribbean region, it has shown how Phase II of the project. The International have the opportunity to produce multiple to form productive, commercial and financial Trade Centre implements this project jointly products and serve numerous markets. alliances that boost income and resilience by with the Caribbean Agricultural Research Market opportunities in the Dominican linking banana and coconut value chains. and Development Institute. Republic are vast, as international markets Alliances for Action stands for strategic increasingly demand fresh and value-added alliances between farmers and stakeholders 1. Coconut nursery of the Ministry of Agriculture, Nagua, Dominican Republic. coconut products. across the coconut value chain – strategic 2. Training on value-added coconut products, Guyana. And BANELINO has shown it can both in terms of technical support and in 3. Coconut nursery, lead farmer demonstration plot. seize these opportunities. As part of the terms of market linkages. 4. Lead farmer Maria Genao, BANELINO.

FORUM ISSUE 1 | 2020 | 33 ITC IN ACTION

Giving back to society: A recycling business venture

WAQAS RAFIQUE, Public Information Officer, and SUWENDRANI JAYARATNE, National Project Adviser Adviser, International Trade Centre All photos © Rice & Carry

Henry and Susi work together to improve the livelihoods of communities reeling from conflict

enry and Susi belong to the new breed social sustainability aspects of their business used for rice, sugar and turmeric packaging Hof entrepreneurs emerging all over the venture. being thrown away, their small enterprise world. Like their counterparts else- The couple – partners in life as well as got into the business of recycling these bags where, they, too, have their cursor on the business – founded Rice & Carry in Sri Lanka and turning them into handy, trendy satchels right spots: environmental, economic and in 2012. Not happy with large plastic sacks and accessories.

34 | FORUM ISSUE 1 | 2020 Not happy with large plastic sacks used for rice, sugar and turmeric packaging being thrown away, Rice & Carry got into the business of recycling these bags and turning them into handy, trendy satchels and accessories.

Located in Arugam Bay, on the sandy east coast of Sri Lanka – with its picturesque beaches and dreamy white sand – Rice & Carry employs women affected by conflicts and natural disasters that have hit the region. ‘We are a social enterprise that aims at empowering and improving the livelihoods of communities on Sri Lanka’s east coast,’ said Henry. Rice & Carry is creating a space for women to overcome barriers in leaving home to work. All women employees of Rice & Carry can simply work on their sewing machines at home at flexible hours to contribute to their household income. Henry and Susi had a dream of sharing the creativity of their workers with the rest of the world. However, increasing exports was not an easy feat, they realized. With just 30% of their buyers from abroad, previous attempts at exporting to Australia, Germany and Spain had not been successful because of high logistics and transport costs. Henry enrolled in a coaching programme for small enterprises where he received advice about switching from airfreight to sea freight for transporting and delivering products. ‘We learnt, for example, how to fill in the forms, and how to deal with insurance issues and shipping timetables to deliver to customers on time,’ he said. ‘As a result, we are much more confident in what we are doing. It would have taken at least two years on our own to get to the same level.’ Henry and Susi are now confident that Centre’s EU-Sri Lanka Trade-Related Assis- also motivated to give back to society by reduced transport costs will boost their tance Project. contributing to rural development, creating exports with competitive pricing, and will The four-year EU-funded project, worth jobs, and improving livelihoods. soon be able to ship a €9,000 ($9,700) €8 million ($8.5 million), contributes to order. The business has already made Sri Lanka’s inclusive trade-led growth and several shipments by sea for the European regional integration. It supports the export market after working closely with a fair competitiveness of small firms and helps trade distributor. them move up the value chain in sectors Similar training courses to the one with high potential for economic growth

Henry took are helping small businesses in and development. 1.-3. Recycling rice bags and turning them into satchels and Sri Lanka improve their export competi- For Rice & Carry, it is not just about accessories has been Rice & Carry’s secret to giving back tiveness as part of the International Trade larger sales volumes – Henry and Susi are to Sri Lanka’s society.

FORUM ISSUE 1 | 2020 | 35 EVENTS

World Export Development Forum 2020

27-28 August in Ulaanbaatar, Mongolia* All photos © Shutterstock.com © ITC

ustainable tourism is at the centre of the The World Export Development Forum Partner with us to share what works S20th edition of the International Trade is all about business and exports. The event in sustainable tourism and to support small Centre’s annual flagship event, the features: businesses! World Export Development Forum. This year’s ƒ Business-to-business matchmaking Participate to learn how to become a host, the Government of Mongolia, welcomes meetings in the tourism and related sustainable supplier and to meet potential you to Ulaanbaatar at the end of August. We sectors; partners! will bring together the major actors in the ƒ Practical skill-building workshops field of sustainable tourism to discuss the way Entrepreneurs, investors, policy- on crisis communication, sustainability forward and measures for recovery in the makers, development partners – we look certification schemes, digital marketing, context of the COVID-19 economic crisis. forward to the World Export Development and much more; and Forum 2020, to rebuild together the trust in ƒ Discussions on cutting-edge topics, tourism and trade. including links between sustainable tourism and agribusiness, climate change To become a partner, pre-register or for * Date is subject to change, considering further adaptation and opportunities for women more information, please send an e-mail to effects of the COVID-19 pandemic. entrepreneurs and youth. [email protected]

36 | FORUM ISSUE 1 | 2020 PUBLICATIONS

DIRECTORY

NEW ITC PUBLICATIONS Resources on trade and export development for exporters, trade support institutions and policymakers

For free download, please visit: www.intracen.org/publications

PROMOTING SME RED GOLD RUSH: MANAGING COMPETITIVENESS IN BOTSWANA QUALITY FOR AFGHAN SAFFRON EXPORTS (IN DARI) Drawing on data from the ITC Competitiveness Survey on small and Saffron, the world’s most expensive medium-sized enterprises (SMEs), this spice, offers great potential for Afghan report shows that improved access exporters. Developing a consistent to skilled labour has strengthened brand for quality is the key to unlocking Botswana companies, especially in a ‘red gold’ rush, a priority sector of services. However, very low rates of Afghanistan’s national export strategy. certification to international standards, An extensive guide outlines how to and infrastructure shortfalls, prevent build a quality saffron sector based many firms from going global. Young on mandatory requirements, voluntary entrepreneurs could benefit from standards and market preferences for management and accountancy training. three major markets: Europe, India and With most firms perceiving significant China. environmental risks and 40% investing This brochure serves as a summary in to reduce their environmental footprint, Dari of the extensive guide in English, Botswana SMEs are at the frontier of the also available online. green economy. http://www.intracen.org/publication/red-gold- http://www.intracen.org/publication/ rush/at-a-glance/dari/ Botswana-Competitiveness/

MORE FROM THE CUP: BETTER RETURNS FOR EAST AFRICAN COFFEE PRODUCERS East Africa produces some of the world’s most valuable specialty coffees, yet only a small share of profits go to coffee producers. Using case studies from Africa and beyond, this report explores how to get better prices for green coffee beans, learn about branding and develop business partnerships in international markets. Direct trade from origin, also feasible through e-auctions, can result in better average prices for green beans. Roasted coffee offers significantly higher margins, but may not be practical to export. New alternatives exist for contract roasting, packaging and outsourced marketing to transform green beans into branded coffee close to the customer.

http://www.intracen.org/publication/ more-from-cup/

FORUM ISSUE 1 | 2020 | 37 EVENTS Agenda from April 2020*

Upcoming events

27 June Micro, Small and Medium-Sized 4-8 November China International Import Expo, China Enterprises Day 2020 4-8 November Geneva Peace week 6 July ITC Joint Advisory Group Meeting 9-19 November The 26th session of the Conference of the 26-28 August World Export Development Forum, Parties (COP26) of the UN Framework Mongolia Convention on Climate Change (UNFCCC), Scotland 15-30 September The 75th session of the UN General Assembly, New York 22-25 November World Government Summit

30 September WTO Public Forum, Geneva 6-13 December UNCTAD World Investment Forum, AbuDhabi 18-23 October 15th UNCTAD Quadrennial Conference, Barbados 13-15 December SheTrades Global, Dubai

*subject to cancellation or postponement due to COVID-19.

Join the International Trade Centre at these major trade development events. For updates, see www.intracen.org/events

Listen to

THE PODCAST The Untold Trade Stories

38 | FORUM ISSUE 1 | 2020 Kigali, Rwanda 1-7 September 2020

Building Bridges for a Successful AfCFTA IATF2020 - Africa’s leading fair in support of the implementation of the African Continental Free Trade Area (AfCFTA), providing businesses a unique platform to access an integrated African market of over 1.2 billion people with over $2.5 trillion GDP.

Key Components: IATF2020 by the numbers:

Exhibition • More than $40 Billion in Trade and Trade and Investment Forum Investment Deals • IATF2020 Conference • More than 10,000 Conference • Business to Business and Delegates, Trade Visitors and Media • Business to Government • +55 Countries • Country Days • +1,100 Exhibitors

Virtual Trade Fair IATF2020 - Brought to you by Afreximbank, Creative Africa in collaboration with the African Union and the Government of Rwanda

To register and get more information, visit www.intrafricantradefair.com SUBSCRIPTIONS: [email protected]

PRINT SUBSCRIPTION: US$ 60/year (free to trade support institutions and firms in developing countries)

Follow us on Facebook facebook.com/InternationalTradeCentre Follow us on Twitter @ITCnews Follow us on LinkedIn linkedin.com/company/international-trade-centre Follow us on YouTube youtube.com/Exportimpactforgood