Ecotourism 2009

Sustainability Watch Ecotourism 2009

A Look at the Fastest Growing Segment of the Travel and Tourism Industry

Watch List Key Takeaways • In early 2009, Travelocity joined Orbitz and Expe- • The definition of ecotourism varies depending on dia in mainstreaming “green” travel by launching who is using it. Generally, ecotourism involves travel their “Green Directory.” to natural areas that conserves the environment and benefits and empowers local communities. • In October 2008 at the World Conservation Con- gress, Ted Turner announced the launch of the • Globally, ecotourism generates $77 billion in rev- Global Sustainable Tourism Criteria (GSTC), base- enue and makes up 5-7% of the overall travel and line criteria for sustainable tourism. A growing tourism market. It is one of the fastest growing number of travel and tourism businesses are sectors of the industry. adopting the GSTC as a guideline. • Volunteer ecotourism is a growing segment of the ecotourism market. It is a combination of volun- Related Sustainability Watch Reports teerism and tourism. • Greenwashing • Among the benefits of ecotourism are the conservation and preservation of natural areas and the • Green Jobs economic boost to local communities. • Sustainability in Emerging Economies • In recent years, ecotourism has come under criticism, with some calling it “ego-tourism” or “greenwashing.” • Some critics view ecotourism as a paradox – the more successful an ecotourism destination becomes, the more difficult it is to avoid having an environmental and/or cultural impact. • In addition to environmental impacts, ecotourism can also have unintended negative economic and cultural impacts on the local communities. • More than 100 voluntary certification programs exist for sustainable tourism and ecotourism, ranging from self-monitoring programs to ISO14000 certification, the “green” standard for the hotel industry.

Executive Summary Ecotourism is not easily defined. Some industry ecotourism. One of the greatest negative environ- experts view it as a continuum, with mass tour- mental impacts is the large carbon footprint of air ism at one end of the spectrum and volunteer, travel, particularly to remote ecotourism destina- community-based ecotourism at the other end. tions. Tourism and environmentalism are also an However, most industry experts agree that eco- uncomfortable pair – the more popular an ecotourism involves travel to natural areas in an effort tourism destination becomes, the more difficult it to conserve the environment and benefit local is to limit the cultural and environmental impacts communities. Globally, ecotourism generates to the community. The local community also tends $77 billion in revenue and makes up 5-7% of the to face the disadvantages of ecotourism – crowd- overall travel and tourism market. It is one of the ing, restricted access to pasture lands or water fastest growing sectors in the travel industry, with a and increased prices of goods – without enjoying growth rate of 10-30%. Quickly growing segments its benefits. Local politics and corruption often of ecotourism include sustainable (or green) tour- mean that only the elite or those in government ism and volunteer ecotourism. Sustainable tourism positions experience significant economic benefits involves selecting environmentally-friendly tour from ecotourism. operators and facilities while volunteer ecotourism In order to address these concerns, more than 100 (or “voluntourism”) involves travelers volunteering voluntary certification programs have emerged for at their destination. sustainable tourism and ecotourism. These programs In its intent to benefit the environment, ecotour- range from regional to international, mainstream to ism employs several methods: Park fees are used grassroots, and self-monitoring to process-based to fund conservation efforts and educational certification. A coalition of environment nonprofits, programming increases tourists’ knowledge of including the Rainforest Alliance, the United Nations conservation programs, thus improving behavior Environmental Program (UNEP), the United National patterns and enhancing philanthropic support. World Tourism Organization (UNWTO), the Interna- Additionally, ecotourism benefits local communi- tional Ecotourism Society (TIES) and the Center for ties, often in developing nations, by providing Responsible Travel (CREST), are working together to jobs, infrastructure and tourist dollars. There are, develop and implement a framework for sustainable however, unintended negative impacts of tourism.

Ecotourists in Norway Getty 2008

Business Options & Best Practices When businesses seize on one or another of these goals and claim “ecotourism” without truly embrac- Ecotourism Background ing all three, critics have declared it “greenwashing.” Defining ecotourism is not an easy task. Are hotels Other critics go as far as to call all ecotourism, “ego- that reduce water use by washing towels only by tourism” – less about saving the environment than request considered an example of ecotourism, or are about the social status associated with visiting they, as some critics have argued, merely “ecotourism unspoiled nature. lite”? Is volunteer ecotourism, where participants The travel and tourism industry makes up 230 spend their vacations working on conservation million jobs worldwide; by 2010, this figure is efforts, the only true form of ecotourism? Many in estimated to grow to 250 million, or 1 in every 11 the industry view ecotourism as a kind of continuum, jobs. Tourism is the principal source of income for with mass tourism at one end of the spectrum and 83% of developing countries. Globally, ecotour- community and volunteer-based ecotourism at the ism generates $77 billion in revenue and makes up other end. 5-7% of the overall travel and tourism market. It Mexican architect and environmental activist, Hector is one of the fastest growing sectors in the travel Ceballos-Lascurain, is credited with coining the term industry, with a growth rate of 10-30%. According “ecotourism” in the early 1980s. The International to information published by the Nature Conser- Ecotourism Society (TIES) defines ecotourism as vancy, the regions most visited by US ecotourists “responsible travel to natural area that conserves are: Central America (38%), South America (25%), the environment and improves the well-being of North America (18%), Mexico and the Caribbean local people.” There are many other organizations (5%). and individuals who have come up with additional The United Nations declared 2002 the International definitions. What is important to note is that all of Year of Ecotourism. Later that year, the United them point out three important goals or qualities of Nations World Tourism Organization (UNWTO), ecotourism: working with the United Nations Environmental 1. Travel to natural areas; Program (UNEP), The International Ecotourism 2. Conserve the environment; Society (TIES), Conservation International (CI) and Ecological Tourism Europe (ETE), helped organize 3. Empower and benefit local communities.

Who is an Ecotourist? The International Ecotourism Society constructed the following ecotourist market profile based on a 1998 survey of North American travelers Age Ranged from 35-54 years old, although age varied with activity and other factors such as cost. Gender 50% were female and 50% were male, although differences by activity were found. Education 82% were college graduates; however, a shift in interest was found to those with less education, indicating expansion of ecotourism into mainstream markets. Household No major differences were found between general tourists and experienced ecotourists (those Composition who have been on one or more trips). Party A majority (60%) of experienced ecotourists preferred to travel as a couple; only 15% preferred Composition to travel with their families; and 13% preferred to travel alone.

Who is an Ecotourist? (cont.) Trip Duration The largest group of experienced ecotourists (50%) preferred trips lasting 8-14 days. Expenditure Experienced ecotourists were willing to spend more than general tourists; the largest group was willing to spend $1,001-$1,500 per trip. Important Ele- Experienced ecotourists’ top three responses were: (1) Wilderness setting; (2) wildlife viewing; ments of the Trip and (3) hiking and trekking. Drumm, A. & Moore, A. (2005). Ecotourism Development: A Manual for Conservation Planners and Manager. The Nature Conservancy. Retrieved June 30, 2009, from http://conserveonline.org/workspaces/

the World Ecotourism Summit in Quebec City, directed towards conservation and park preservation Canada. While interest in ecotourism has continued efforts. The economic benefits of ecotourism provide to grow after the summit, recent natural disasters, strong anti-poaching incentive for local communi- the global economic downturn and health scares ties, which increase wildlife diversity. Ecotourism have had a negative effect on the tourism industry also provides environmental education, awareness in general. and funding for conservation efforts. According to a study done in the Galapagos Islands, educational Volunteer Ecotourism information provided through ecotourism increased A growing segment of the ecotourism market is vol- knowledge of the protected area, changed behavior unteer ecotourism, a combination of volunteerism patterns of tourists and increased philanthropic sup- and tourism. As criticisms of ecotourism have devel- port of conservation. oped, environmental activists have been turning to Local Communities volunteer ecotourism as an alternative. Volunteer ecotourists consider it a decommodified, ideal form Ecotourism provides visitors with exposure to local of ecotourism – a way for a tourist to make a differ- culture and lifestyles. Ecotourism dollars also pro- ence. The timeframe for such trips can range from vide economic benefits for local people in the form a week to many months. The number of volunteer of park fees that go to build schools and infrastruc- ecotourists rose by almost 500% from 2003 to 2007. ture, additional jobs within the community and the The top ten countries for volunteer ecotourism are: sale of local crafts and products. India, Costa Rica, Peru, Ecuador, Kenya, Thailand, Disadvantages Ghana, South Africa, Nepal and Brazil. In one study, the participants were reluctant to identify themselves Environmental as tourists, or even ecotourists. They saw themselves One of the greatest environmental impacts of eco- more as volunteers and made a conscious effort to tourism is the carbon footprint created by flights distance what they were doing from more traditional to far-away places. Ecotourist destinations tend to ecotourism. be remote, and although travelers can buy carbon Benefits & Disadvantages of Ecotourism offsets for plane travel, there is still an impact on the environment. Another potential environmen- Benefits tal impact is the paradox of ecotourism: The more Environmental successful an ecotourism destination becomes, the more difficult it is to avoid having an environmental One of the main goals of ecotourism is its benefit to and/or cultural impact. Tourism and environmental- the environment. At many destinations, park fees are

ism are, in some respects, at odds with each other. of park fees, the results were mixed. A study con- The more people visit a natural location, the greater ducted in Nepal, concluded that only 6% of families the possibility for degradation of local ecosystems living near the national park received income from and a decrease in biodiversity. Ecotourism in Kenya ecotourism. Finally, the influx of tourists to a loca led to land-use change when pastoral lands were tion can result in increased prices for local goods; a divided up and converted to farming. This change phenomenon that can seriously impact the ability of led to decreases in wildlife populations, with wilde- residents to buy and use the goods themselves. beest populations decreasing by 80% and the overall Cultural game population in and around the reserve declin- ing by 60%. Tourism to the area has also changed the As a result of ecotourism, local communities some- way people interact with the wildlife, with vehicles times face crowding from visitors, as well as other often crowding and harassing the animals. There is indigenous people who move closer to the area to also a tendency of ecotourism destinations to focus take advantage of the economic benefits such tour- on “flagship” species, such as dolphins and whales ism has to offer. These communities can also face and large carnivores, rather than the entire ecosys- excessive development in the form of hotels, restau- tem. rants and stores. Sometimes, poorly planned projects and infrastructure are put into place quickly to meet Economic tourism needs. Additionally, cultural change resulting As developing countries become more dependent from increased contact with the outside world is of on ecotourism for revenue, it is important to remem- concern. ber that it is not always a stable source of income. “Greenwashing” Tourism can be affected by the global economy, the local political situation and natural disasters. Fol- False or inflated ecotourism claims could have the lowing the events of September 11, 2001 and the potential to undercut the entire industry. Businesses current economic crisis, tourist bookings have faced that proclaim themselves a part of “ecotourism” substantial decline. A significant decline in tourism without making any efforts to change their practices income could have a significant impact on the econ- open themselves up to claims of “greenwashing.” omy of a developing country. Also problematic is Characteristics of Responsible Ecotourism economic leakage, which occurs when international or non-local businesses fill the gap community busi- • Visitor management that does not exceed the nesses are not able to provide. Economic leakage not carrying capacity of the site. only funnels profits away from the local community; • Minimum environmental impact to the site. local, rural residents are often forced to bear the cost • Direct financial benefit for conservation. of conservation (restricted access to water, pasture lands, increase in population, etc), while the benefits • A local community invested with control. often go to others outside this group. Even when • An increase in visitor length of stay. ecotourism is run by local communities, rather than • Small-scale development. international tour operators, the financial benefits are often limited to the elite or those in high govern- • Use of sustainable resources for energy, such as ment positions. In Kenya, which began one of the solar panels. first community-run ecotourism programs including • Local economic diversification, so that the area is local community participation and revenue-sharing not dependent on tourism for revenue.

• Coordination with government institutions and and CREST formed two organizations to develop and local NGOs. implement a framework for sustainable tourism. The • A comprehensive approach to flora and fauna Sustainable Tourism Stewardship Council (STSC) was education, rather than a focus on one or two created to develop and implement a set of universal “flagship” species. minimum standards for certification programs. The Partnership for Global Sustainable Tourism Criteria (GSTC) was created to develop baseline criteria for Established Standards sustainable tourism. The GSTC were announced in More than 100 voluntary certification programs October 2008 at the World Conservation Congress. exist for sustainable tourism and ecotourism. The The Criteria outline sustainability goals for tourism programs vary greatly. At one end of the spectrum under four main headings: are programs that involve nothing beyond the • Demonstrate effective sustainable management; payment of a fee, and which might be more accu- rately described as advertising. In the middle are • Maximize social and economic benefits to the performance-based certification programs, where a local community and minimize negative impacts; business can measure itself against a series of bench- • Maximize benefits to cultural heritage and mini- marks. These programs may or may not involve site mize negative impacts; visits and interviews. At the other end of the spec- • Maximize benefits to the environment and mini- trum are process-based certification programs such mize negative impacts by conserving resources, as ISO14000, the green standard for the hotel indus- reducing pollution, and conserving biodiversity, try. These programs are significantly more expensive ecosystems and landscapes. and intensive. A number of travel and tourism organizations, In 2000, the Mohonk Agreement was adopted by including the “green” guides of both Travelocity and 45 experts from 20 countries to provide a social/ Expedia, have adopted these criteria. cultural, ecological and economic framework for tourism certification programs. A coalition of NGOs The three tables below outline the current certifica- including the Rainforest Alliance, UNEP, UNWTO, TIES tion marketplace.

Mainstream Travel Websites’ Green Guides/Directories

Website “Green” Guide Website Link Description Expedia A Traveler’s expedia.com/daily/sustain- Guide to green hotels, carbon offsets, Guide to Going able_travel/going_green/ renting hybrid cars and volunteer vacations Green default.asp Travelocity The Green leisure.travelocity.com/ Listing of green hotels and destinations, Directory Promotions/0,,TRAVEL carbon offsets and “voluntourism” OCITY%7C5019%7Cm opportunities kt_main,00.html Orbitz Eco-Tourism eco.orbitz.com Listing of green hotels, hybrid car rentals, Guide carbon offsets and volunteer opportunities at national parks

International Certification Organizations/Indexes Organization Website Link Description Rating System Green Globe ec3global. Travel and tourism benchmarking Green Globe Benchmarked com/products- and certification (Bronze) and Certified programs/ (Silver, Gold and Platinum) green-globe/ International Ecoclub.com Provides ecolodge ratings and list- 1-5 star rating Ecotourism Club ings of lodges and tour operators Rainforest Alli- eco-indextourism. Provides a searchable database of Rainforest Alliance Eco-Index ance’s Eco-Index org accommodations and facilities using Sustainable other certification programs, such as Tourism CST and ISO14000 Sustainable Sustainabletrav- Global sustainable tourism eco-cer- Sustainable Tourism Eco- Tourism Interna- elinternational.org tification program, as well as Luxury Certification Program™ tional Eco Certification Standard (LECS) for (STEP) logo luxury hotels Voluntary visit21.net A network of European ecolabels, Lists member logos Initiatives for including the Green Key and the Sustainability in Green Tourism Business Scheme Tourism (VISIT)

Regional Certification Programs

Organization Region Website Link Description Logo Certification Costa Rica turismo-sostenible. Tourism, sustainable tourism Plaque with one to for Sustainable co.cr and ecotourism certification for five leaves Tourism (CST) accommodations, tour operators, and eventually restaurants and transportation Ecotourism Kenya Ecotourismkenya. Verification system for hotels, 3 Eco-rated logos: Kenya’s Eco- org lodges, camps and other accom- Gold, Silver and rating Scheme modations Bronze Green Deal Guatemala greendeal.org Travel and tourism certification “Green Deal” logo Green Keys 13 countries, thegreenkey.org International ecolabel for hotels, “The Green Key” mostly in hostels, campsites and other logo Europe, facilities including Denmark and France Nature and Australia ecotourism.org.au Certification for tours, attractions, 3 levels of ECO Ecotourism cruises and accommodations. Certification: Accreditation Nature Tourism, Program (NEAP) Ecotourism and Advanced Ecot- ourism PAN Parks Europe panparks.org Founded by the World Wildlife “PAN Parks” logo Foundation, a listing of national parks that meet third-party certification standards

Definitions The World Tourism Organization Youth Challenge International • Community-based Ecotourism: Ecotourism that is controlled by and provides benefits to local References communities. It can be considered a synonym of Bookbinder, M., Dinerstein, E., Rijal, A., Cauley, H., “ecotourism,” but one that stresses the involve- & Rajouria, A. (1998). Ecotourism’s support of ment of local communities. biodiversity conservation. Conservation Biology, 12(6), 1399-1404. Retrieved June 25, 2009, from • Ecotourism: Travel to natural areas with a focus on EBSCO Online Database Academic Search Com- conserving the environment, and empowering plete. http://search.ebscohost.com/login.aspx?direc and benefiting local people. t=true&db=a9h&AN=5241262&site=ehost-live Cox, S. (2007, August 4). Brave new world of tour- • Mass Tourism: Travel that is accessible to the larg- ism. Press, The, A15. Retrieved June 30, 2009, est segment of the population, both financially from EBSCO Online Database Newspaper Source and geographically. Plus. http://search.ebscohost.com/login.aspx?direc t=true&db=n5h&AN=CPL070804A1523213894- • Nature Tourism: Travel to natural areas, which CB&site=ehost-live may not involve interaction with local cultures or Cusack, D., & Dixon, L. (2006). Community-based conservation. 20-25% of leisure travel is nature- ecotourism and sustainability: Cases in Bocas del based. Toro Province, Panama and Talamanca, Costa Rica. Journal of Sustainable Forestry, 22(1/2), • Sustainable Nature Tourism: Travel to natural 157-182. Retrieved June 26, 2009, from EBSCO areas, with a focus on sustainable activities, but Online Database Wildlife & Ecology Studies Worldwide. http://search.ebscohost.com/login.asp which may involve heavily traveled areas and may x?direct=true&db=fzh&AN=22074545&site=eh not involve interaction with local people. ost-live • Sustainable (or Green) Tourism: Travel involving Drumm, A. & Moore, A. (2005). Ecotourism devel- operators and facilities that make sustainable or opment: A manual for conservation planners and manager. The Nature Conservancy. Retrieved green choices, not necessarily to natural areas. June 30, 2009, from http://conserveonline.org/ • Volunteer-based Ecotourism: Ecotourism partici- workspaces/tncecotourismprogram/publications pants volunteer their time and efforts to a local Fennell, D. (2008). Ecotourism and the myth of indigenous stewardship. Journal of Sustainable conservation project. These programs usually Tourism, 16(2), 129-149. Retrieved June 30, 2009, involve significant interaction with the local com- from EBSCO Online Database Academic Search munity. Complete. Global sustainable tourism criteria. (2008). Part- Related Entities nership for Global Sustainable Tourism Criteria. NGOs Retrieved June 30, 2009, from http://www.sus- tainabletourismcriteria.org Center for Responsible Travel (CREST) Gray, N., & Campbell, L. (2007). A decommodified Global Sustainable Tourism Criteria Partnership experience? Exploring aesthetic, economic and The International Ecotourism Society (TIES) ethical values for volunteer ecotourism in Costa Rica. Journal of Sustainable Tourism, 15(5), The Nature Conservancy 463-482. Retrieved June 25, 2009, from EBSCO The Rainforest Alliance Online Database Wildlife & Ecology Studies Sustainable Tourism Stewardship Council (STSC) Worldwide. http://search.ebscohost.com/login.aspx United Nations Environmental Program (UNEP) ?direct=true&db=fzh&AN=130619972576637&si te=ehost-live

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