My workbook for
Designing market-viable ecotourism products
World Conservation Congress Barcelona, 7th October 2008 Organized by:
IUCN National Committee of the Netherlands
The members of the World Conservation Union (IUCN) established in the Netherlands are united in the IUCN National Committee of the Netherlands (IUCN NL). The Dutch state and 35 organisations and institutions constitute the Committee. IUCN NL is a bridge between social organizations, the government, business and science and focuses on all kinds of subjects pertaining to the struggle against the loss in biodiversity. In collaboration with the same partners IUCN NL applies this knowledge to come to a constructive Dutch contribution to solving global issues in the fields of nature and the environment.IUCN NL also sets up projects in which the Dutch share in the increase (or reduction) of biodiversity is studied. IUCN NL also provides financial support to social organizations – mainly in developing countries – that focus on the conservation of nature and the improvement of the environment in relation to poverty reduction.
IUCN Business and Biodiversity Programme
The Business and Biodiversity Programme seeks to enhance IUCN interface with business. The purpose is to engage the corporate world in the pursuit of biodiversity nature conservation. We do so by increasing businesses’ understanding of the conservation imperative and of the business opportunities in nature conservation. We help businesses contain their environmental footprint and enhance their positive contribution to the environment, notably to sustaining ecosystems, the biodiversity they contain, and the values and services they provide. To this end, we encourage and support businesses to develop and follow good practice in biodiversity management, With special thanks to: we work for raising biodiversity performance standards across the different sectors of the Julian Matthews, Discovery Initiatives economy, and we catalyze productive relationships among members of the business Chris Thompson and Angela Hills, and conservation communities based on trust UK Federation of Tour Operators derived from the delivery of measurable outcomes. We also help finding solutions for Ronald Sanabria, Jessica Webb specific conservation problems in a development and Cristina Suhr, Rainforest Alliance context, drawing on IUCN’s convening role and backed by high quality conservation science. In Tietse Stelma, TUI this way, we help companies to avoid or effectively manage biodiversity risks associated with their Tom Hall, Lonely Planet operations as a measure of reducing costs and sustaining profitable operations. Contents
1. Introduction 1
2. The agenda 2
3. My tourism business idea 3
4. The ecotourism potential of a site 4
4.1 Introduction 4 4.2 Checklist 4 4.3 Additional thoughts and actions 5
5. Safety in ecotourism products 6
5.1 Introduction 6 5.2 Brainstorming session 6 5.3 Checklist 7 5.4 Additional thoughts and actions 9
6. Tourism marketing 10
6.1 Introduction 10 6.2 Checklist 10 6.3 Tips for the different promotional tools 11 6.4 Additional thoughts and actions 12
7. Some extra tips 13
7.1 Guidebooks and tourism – some advice. 13 Brought to you by Tom Hall, Travel Editor, Lonely Planet 7.2 Recommendations for a successful ecotourism programme. 14 Brought to you by Tietse Stelma, TUI Travel
8. List of relevant resources 16
9. About the instructors 18
10. Contacts 20 APPENDIX I The Ecotourism Potential of a site by Julian Matthews, Discovery Initiatives
APPENDIX II Safety in ecotourism products by Chris Thompson, UK Federation of Tour Operators
APPENDIX III Marketing Sustainable Tourism by Ronald Sanabria, Rainforest Alliance
APPENDIX IIII Additional Recommendations 1. Introduction
Many conservation organisations see tourism as one of the sectors with the greatest potential for linking conservation to economic development. However, as conservation organisations have little experience in tourism and marketing, tourism products and services often fail the market test. There is therefore the need to inject some expertise in the many projects that build conservation strategies on tourism development. This learning opportunity will bring together conservation organisations and tourism professionals as a first step to making ecotourism development market-viable. The objective is to provide your organisation with an insight into the tourism reality so that your tourism idea can become a successful tool for conservation.
This learning session is structured into three themes:
• The ecotourism potential of a site – Julian Matthews, Discovery Initiatives: The tourism industry is demand driven; hence it is not immediately obvious to determine which products, services or locations will succeed in the industry. This first theme will give you a better understanding of the market requirements that make a destination interesting and a product commercially viable.
• Safety in ecotourism products – Chris Thompson, Federation of Tour Operators: Safety is not something that can be advertised as a benefit when providing a tourism product. It is an essential condition expected by consumers that can be costly to a business when things go wrong. This theme will draw upon the regulatory environment of the tourism industry as concerns health and safety to better inform tourism product design.
• Tourism marketing- Ronald Sanabria, Rainforest Alliance: Tapping into the right channels for marketing a tourism product is one of the key elements in a viable tourism venture. This last theme will give an overview of the marketing process from product development, to targeting the right market segments and to distribution through mainstream channels.
Within each theme, time will be allocated for a short presentation, individual work and group work. During the presentation, each instructor will also introduce the “checklist for success” related to the topic addressed. During the exercise which will follow each of the presentations, the participants will be asked to review their tourism idea in light of the information received (and in particular the checklist).
1 2. The agenda
Time Event Contant Facillitator/ trainer 14.00-14.15 Introduction of the Facilitator will introduce the Giulia Carbone - Learning Opportunity learning opportunity, the IUCN and the process. methodology and the process. Participants will present themselves.
14.15-14.30 Visualize your tourism All the participants individually will Giulia Carbone - product idea. visualize their tourism product idea IUCN and create a map.
14.30-15.25 The reality of tourism: The tourism professional will Julian Matthews - The ecotourism introduce the topic, including Discovery potential of a site. examples and illustrations, and Initiatives focusing on practical steps related to tourism potential of a site.
Individual and group work/ discussion.
15.25-16.00 The reality of tourism: The tourism professional will Chris Thomson - Safety in ecotourism introduce the topic, including UK Federation of products. examples and illustrations, and Tour Operators focusing on practical steps related to the health and safety issues.
Individual and group work/ discussion.
16.00-16.15 Coffee break.
16.15-17.15 The reality of tourism: The tourism professional will Ronald Sanabria - Tourism marketing. introduce the topic, including Rainforest Alliance examples and illustrations, and focusing on practical steps related to the marketing issues.
Individual and group work/ discussion.
17.15-17.45 Next actions and The participants will work Judith Voermans - Travel walk. individually on the next actions to IUCN NL take to develop their market viable ecotourism product.
17.45-18.00 Wrap up. Conclusions and wrap up. Judith Voermans - Information about the IUCN NL IUCN NL Small Grants opportunity and IUCN Business Academy.
2 3. My tourism business idea
Describe your tourism business idea (use words, pictures and anything else you have at hand or glue your idea here):
Think about the location, the way to access the project site, the major conservation threats in the project area, the type of tourism services you want to offer, as well as the stakeholders involved, what their role is, how many community members take part in the tourism activity and any other information that you deem relevant.
3 4. The ecotourism potential of a site
4.1. Introduction
Ecotourism is an extraordinary tool for conservation, a support mechanism for poverty alleviation, and as a driver of sustainable development if carefully conceived, well managed and strictly controlled. However, it is often used as a ‘marketing tool’ for unscrupulous operators and providers ready to make a quick buck.
The tourism industry is demand driven and often complex with numerous small enterprises needing to come together to form a whole package; hence it is not immediately obvious to determine which products, services or locations will succeed in the industry. There are several crucial questions you have to ask in order to find out whether your particular product idea will be successful.
4.2. Checklist
It is fundamental to:
• ensure tourism is necessary • ensure tourism is wanted by host community • ensure tourism is possible (transport/security/biodiversity etc.)
Item to be checked How does this apply to my tourism business idea?
STEP 1 • Ensure ownership • Ensure participation • Check motivation • Dampen expectations •Identify/Highlight USP’s •Health and safety issues
STEP 2 • Check viability • Partnership with business/NGO’s • Pitch business to identified market
STEP 3 • Follow routes to market • More routes to market the better
STEP 4 • Don’t be afraid of price • Ensure ‘value’ • Ensure continuity of service
OUTCOME: Viable and profitable = sustainable outcome 4 4.3 Additional thoughts and actions
The presentation and complete checklist for this session are available in Appendix I
5 5. Safety in ecotourism products
5.1 Introduction
Safety is not something that can be advertised as a benefit when providing a tourism product. It is an essential condition expected by consumers that can be costly to a business when things go wrong. Safety aspects differ per destination and service offered but there are some basic guidelines that all need to follow in order to make sure you comply with the safety and health regulations. An extensive but not exhausted checklist is provided in the annex section of this workbook.
During this session you will brainstorm with your fellow participants about the key health and safety issues related to the different product ideas. These can be noted in the checklist below and can be seen as an addition on the checklist provided.
5.2 Brainstorming session
Health and Safety aspects mentioned:
6 5.3 Checklist
Note that this checklist is not exhaustive and should be adapted to suit individual business.
Actions Necessary How does this apply to my business idea? Health & safety policy
• Discuss internally and gain commitment to introduce health & safety into your business. • Agree and document your organisations commitment to health & safety.
Distribution of policy
Circulate health & safety policy to all staff and suppliers with and agreed time scale for implementation.
Guidelines / Standards
Identify and document the guidelines that you are going use to measure the health & safety standards in your business against.
Responsibility
• Who is going to be responsible for health & safety within your organisation? • Document their role and responsibilities ensuring that their objectives are compatible with the requirements of your business. Suppliers expectation
• Notify all suppliers of your organisation’s expectations with regards to health & safety. • Issue all suppliers with your code of practice. Training
Agree and deliver training programmes to the relevant staff that are going to be involved in the process of managing, implementing and monitoring the health & safety standards of your business. Data Capture /Record keeping
Identify and document the management of data process in order to ensure that information can be processed efficiently and safety defects/issues identified and eradicated.
7 Licence
Do you need a licence to operate? • UK • Destination What are the licensing criteria in the destination? How do you apply?
Agency representation
Is it a requirement that you need a destination partner (Agent)?
Public Liability Insurance
Do you have correct insurance, does it cover 3rd parties?
Destination & Facility Fact finding
What elements are included in tour excursion, etc? • Accommodation • Food • Swimming • Transportation • Sporting activity – Trekking, white water rafting, etc
Assessment of H&S risks
For each element an assessment of safety & health risks should be conducted – who by? • External Specialist appointed by you • An appropriately qualified person from your organisation
Conduct Risk Assessments
Conduct and document risk assessments on all aspects tour/ excursion.
Issue reporting
Report Issues identified and recommendations for eradication to: • Your organisation • Supplier Customer Safety and Health Literature
Prepare appropriate health & safety literature and distribute to customers: • What information should be pre departure? • On arrival?
8 5.4 Additional thoughts and actions
The presentation and complete checklist for this session are available in Appendix II
9 6. Tourism marketing
6.1 Introduction
The success of any tourism venture requires a solid marketing strategy based on a thorough knowledge of the tourism industry, consumer behavior and market tendencies. In this session, conducted by Rainforest Alliance sustainable tourism program director Ronald Sanabria, participants will learn about the key challenges in marketing a tourism product and how to successfully address those challenges. Topics will include:
Targeting the right market segments – Identifying your target market: Who are your clients? Where do they come from? What are they looking for?
Product development – Balancing travelers’ traditional concerns (safety, hygiene, quality, value and accessibility) with their growing willingness to “make a difference” socially and environmentally when developing tourism product.
Effective distribution through mainstream channels – Choosing the marketing outlets that make the most sense for your business; strategies for getting the most out of attending trade shows, forming commercial relationships with tour operators, using the Internet and creating brochures.
6.2 Checklist
Item to be checked How does this apply to my tourism business idea? STEP 1
Before you begin marketing your product, make sure that it is: • Accessible • High quality • Offers good service • Hygienic • A good value for the price
STEP 2
Identify your target market: • Who are your clients? • Where do they come from? • What are they looking for?
STEP 3
Decide which of the following marketing tools are best for reaching your target market (depending on your budget): • Brochures • Web site • Commercial relationships with in- and outbound tour operators • Trade shows 10 6.3 Tips for the different promotional tools
Brochures
• The brochure has a clear message for your target audience. • It sells your business. • You have a clearly defined distribution plan – no use having a brochure without a way to distribute it. • You have looked into hiring a professional designer (it is often well worth the money). • The brochure has graphics and a theme in unity with the other promotional materials in order to give your brand recognition and help your campaign have an impact. • The components follow in a logical manner and it is written for the reader’s point of view. • It attracts and holds the attention of your target market so that they keep on reading. • It includes useful information that will not become outdated so that your reader will want to keep the brochure. • The brochure ends with an action – tell your reader what he/she should do.
Website
• The site sends a clear message to your target audience. • It sells your business and generates potential clients. • Information is included that would make clients want to come back to the site. • There are options to request more information and make reservations. • Reservation policies and payment terms are included • Some client testimonials are featured to show that your company is open to receiving their opinions. • There is a space for comments. • Site, like brochure, should have graphic and theme unity with your other promotional materials. • It is user-friendly – set up for quick, easy downloading, not too saturated with graphics or other elements and containing enough information for the reader to be able to make informed decisions.
Green tips for brochure and Web site
• Include information about what kinds of environmentally and socially sound practices you use. • If you are certified, the appropriate seal is prominently featured. • Use environmentally friendly paper (for your brochures and printed materials).
11 Commercial relationship with tour operators
• You are prepared for tour operators’ inspections. • You show them all types of rooms as well as the other areas of your hotel. • You talk about the services that you offer (Internet, tours, etc.). • A complete information package is prepared. • You discuss commission up front. • You always answer their e-mails!
Trade shows
These are important as a way to keep up the relationship with your clients, to see what your competitors are doing, and to find tour operators for possible sales. • When you choose a trade show, you do so by considering your target market (by geographic region, tourism specialty, etc.) and through researching the show on the Internet. • Appointments are made appointments with wholesalers who will be attending. • Take sufficient quantities of your business cards, promotional materials and a document with rates, policies, etc. • Participate with a chamber of tourism or partner organizations to reduce costs. • Most importantly: Follow up!
Green tips for commercial relationships and trade shows
• Talk to the operators about your efforts in sustainability. • If you have a certification seal, tell them about it.
6.4 Additional thoughts and actions
12 The presentation and complete checklist for this session are available in Appendix III 7. Some extra tips
7.1 Guidebooks and tourism – some advice. Brought to you by Tom Hall, Travel Editor, Lonely Planet
Increasing numbers of travellers carry a guidebook with them when on the road. In more developing tourism markets, a higher proportion of visitors will view a guidebook as an essential companion.
The key guidebook brands are Lonely Planet, Rough Guides, Dorling Kindersley, Frommer’s, Fodor’s and Bradt. Michelin and Routard are popular French-language guidebook lists.
Most guidebooks, including the ones listed above, are updated between once a year and once every four years. The majority are updated every two or three years. They are updated by an author visiting that country and checking the listings, as well as looking for fresh updates.
Lonely Planet authors - and writers for most of the other titles listed above - visit everywhere that’s listed in the guides. They don’t stay in every hotel as this would take months, but they do verify everything first-hand. They also seek out knowledgeable locals who can fill them in on what’s been going on in the village, town or city they’re in. This may mean they end up picking your brains about the best places to eat, sleep and party!
Guidebook companies have become increasingly aware over the past few years of the importance of sustainable tourism, both to the destinations themselves and to travellers. Lonely Planet published ‘Greendexes’ an increasing number of its titles. This is an index of organisations that are working in a sustainable fashion. It can include tours, attractions, hotels and community projects. Other guidebooks have other initiatives.
Different guidebooks have different ways of considering businesses for inclusion. At Lonely Planet, we have a team of people dedicated to handling feedback from travellers and enquiries from businesses. The Talk2Us team receive up to 1000 letters or emails a week, so can’t respond to everything. However, everything that does come in is directed to the editorial team working on the title and passed on to the author. Much of this forms the basis of the work an author carries out in a destination. ([email protected])
Entry into Lonely Planet guides is entirely at the discretion of our authors. It’s their call. Lonely Planet guides also don’t accept advertising, and our authors do not accept freebies or gifts in exchange for inclusion or positive coverage. Most other guides have similar standards.
If you would like to see your project included in a guidebook, the best thing to do is to look on the publisher’s website for guidance and send in information this way. You can do this electronically or in printed form. Word-of-mouth is also an excellent way to get known. This spreads by you offering as strong a product as you can!
Remember also that many publishers also include guidebook content on their websites and even on mobile phones. It can feel like a tough process to get into a guidebook, especially in a competitive market, but the rewards are greater exposure and an unbiased recommendation.
13 7.2 Recommendations for a successful ecotourism programme. Brought to you by Tietse Stelma, TUI Travel
Things to consider regarding the tourism industry when developing a successful community-based ecotourism programme:
1. Local employment
A programme that creates employment and development opportunities for the local population promotes sustainability. Consider the costs involved in training local employees in providing tourism services. This includes customer service, cultural considerations and language.
Tour operators love to use local guides and employees, but their language and customer service skills need to be excellent. A high percentage of customer complaints are due to inexperienced tour guides and employees.
2. Cultural interaction and learning
Does the programme promote cultural interaction? Bringing cultures closer can promote peace and understanding, and will enrich a tourism experience. Make sure the interaction is genuine and genuinely benefits the local population. ‘Staged’ cultural interaction will diminish the attractiveness of the programme.
Learning about culture, the region, the local population and history will also add to the attractiveness of the programme for customers.
3. Protection of environment and wildlife
How will the programme affect the environment and wildlife in the long term? Taking on a new destination or programme means an investment for the tour operator, and long-term sustainability is therefore important.
4. Balance between people and environment
Any program that creates imbalance between people and the environment is destined to fail. So, considering the balance between local population, the environment, landowners and visitors is a key to success.
5. Impact on climate change
The tourism industry is proactively involved in reducing its contribution to climate change. Clearly define the impact the programme will have on carbon emissions – for example, a rainforest lodge may make tourism more profitable than logging, which helps prevent deforestation.
6. Work with tour operators
Consult established tour operators and ensure there is market demand for your programme. Use them, work with them and make sure wholesale rates and block allocations are available.
Beware, however, of exclusive agreements, as ‘having all your eggs in one basket’ may not always be best in the long term.
7. Value and price
Create a clear market position. Who does the programme target: the quality/niche or the budget/mass market? Be careful of using price as a tool to attract business, as it often erodes quality.
14 However, the programme still needs to be affordable. Do some market research on what price the market can carry and include in this the tour operator margins.
Adding mandatory conservation contributions to the holiday price can be a good tool to earmark some income for conservation without making the price unaffordable. For example, the holiday price may be XXX + a ‘conservation contribution’. The price includes a margin for the tour operator, while the mandatory contribution is separate, with 100% going to conservation.
8. USP (unique selling point)
What differentiates the programme from other similar programmes? Clearly and succinctly define and communicate the sustainable development aspects of the programme.
9. Food
Food is often a key to a successful tourism experience. A high percentage of complaints concern the lack of quality food in resorts.
10. Accessibility
Building an eco-lodge in the middle of the rainforest may be a great idea, but accessibility for visitors is important. How will they get there? How long will it take? What is the cost of getting there? Is getting there safe (airline safety requirements)? Are there other things to see and do in the area? Can it easily be included in a tour of the region?
11. Health & safety
Consider the health & safety expectations and requirements of the target market. H&S standards are often higher in developed countries, so due diligence, training and maintenance of H&S is important. For example, four people riding on a motorbike is accepted behaviour in Vietnam, but definitely not in the UK... and therefore not for customers from the UK.
12. How will it respond to tourism growth?
With 2 billion international travellers predicted in 2025, how will the programme respond to this growth?
15 8. List of relevant resources
Ecotourism Potential/ Sustainable tourism
CELB, CORAL and TOI (2007) A practical guide to good practice: Managing environmental impacts in the marine recreation sector. Available from: http://www.toinitiative.org/fileadmin/docs/publications/ MarineRecreationGuide.pdf [last accessed 10/09/08]
CREM and Rainforest Alliance (2007) Toolkit for Tour Operators. Toolkit to Develop and Promote Sustainable Tourism in Latin America. Available from: http://www.rainforest-alliance.org/tourism.cfm?id=toolkit_operators [last accessed 17/09/08]
Denman, R. (2001) Guidelines for community-based ecotourism development. WWF International. Available from: http://www.wwf.org.uk/filelibrary/pdf/community_based_ecotourism.pdf [last accessed 10/09/08]
IUCN (2006) The visitor experience challenge. PARKS 16(2). Protected Areas Programme. Available from: http://cmsdata.iucn.org/downloads/parks_16_2.pdf [last accessed 12/09/08]
IUCN (2008) Biodiversity: My hotel in action – A guide to the sustainable use of biological resources. Partners: IUCN, ACCOR hotels, TRAFFIC, IHRA. [in print]
Guitierrez, E., Lamoureux, K., Matus, S., and Sebunya, K. (2005) Linking communities, tourism and conservation: A Tourism assessment process. Conservation International and The George Washington University. Available from: http://web.conservation.org/xp/CIWEB/downloads/ TAPManual.pdf [last accessed 10/09/08]
Pro-Poor Tourism Initiative (PPT): http://www.propoortourism.org.uk
Rainforest Alliance. Toolkits for Small and Medium Enterprises. Available from: http://www.rainforest-alliance.org/tourism.cfm?id=toolkit [last accessed 17/09/08]
Secretariat of the CBD (2007) Managing tourism & biodiversity – User’s manual on the CBD guidelines on biodiversity and tourism development. CBD and UNEP. Available from: http://www.cbd.int/doc/programmes/socio-eco/tourism/tourism- manual-en.pdf?bcsi_scan_EC783A0C3C997A81=lAlesv9iI1AuoapoGqGbwQEAAACx0ggA&bcsi_ scan_filename=tourism-manual-en.pdf [last accessed 10/09/08]
Sweeting, J.E.N. and Rosenfeld, A. (2003) A practical guide to good practice: Managing environmental and social issues in the accommodation sector. The Center for Environmental Leadership in Business and Tour Operators Initiative. Available from: http://www.toinitiative.org/fileadmin/ docs/publications/HotelGuideEnglish.pdf [last accessed 10/09/08]
The International Ecotourism Society (TIES): http://www.ecotourism.org
Travelife (2006) Supplier sustainability handbook. Available from: http://www.its4travel.com/hand books/Travelife%20Handbook%20PDF%20English%2006%20P.pdf [last accessed 10/09/08]
UNEP (2007) Tourism and mountains: a practical guide to managing the environmental and social impacts of mountain tours. UNEP, Conservation International and Tour Operators Initiative. Available from: http://www.unep.fr/shared/publications/pdf/DTIx0957xPA- MountainsEN.pdf?bcsi_scan_EC783A0C3C997A81=0&bcsi_scan_filename=DTIx0957xPA- MountainsEN.pdf [last accessed 10/09/08] 16 UNWTO and UNEP (2002) World Ecotourism Summit – Final Report. Available from: http://www.unep.fr/shared/publications/pdf/WEBx0078xPA- EcotourismSummitEN.pdf Québec Declaration on Ecotourism. Available from: http://www.unwto.org/sdt/IYE/IYE/quebec/ anglais/quebec-eng.pdf [last accessed 12/09/08]
WCPA tourism resources: http://www.iucn.org/about/union/commissions/wcpa/wcpa_resources/wcpa_ publications/wcpa_pubsubject/index.cfm#tourism [last accessed 12/09/08]
Weiss, B. (2004) The Untold travel story – A Travel writer’s guide to sustainable tourism and destination stewardship. National Geographic. Edition 1.2. Available from: http://www.nationalgeographic.com/travel/sustainable/pdf/sustainable_writers_ manual_booklet.pdf[last accessed 10/09/08]
Marketing
Font, X. and Carey, B. (2005) Marketing sustainable tourism products. United Nations Environment Programme and Region of Tuscany. Available from: http://www.unep.fr/shared/publications/pdf/WEBx0010xPA-MarketingTourism. pdf [last accessed 10/09/08]
Rainforest Alliance (2008) El a b c del mercadeo de turismo sostenible. In Spanish only. Available from: http://www.rainforest-alliance.org/tourism/documents/abc_marketing.pdf [last accessed 10/09/08]
Responsible Travel: http://www.responsibletravel.com
Safety
British Standards Agency: www.BSIgroup.com Federation of Tour Operators: www.fto.co.uk Food Standards Agency: www.food.gov.uk
Other websites that may be of interest
Center on Ecotourism and Sustainable Development (CESD): www.ecotourismcesd.org Conservation International: www.conservation.org Discovery Initiatives: www.discoveryinitiatives.co.uk IUCN Netherlands: www.iucn.nl Rainforest Alliance: www.rainforest-alliance.org The International Center for Responsible Tourism: www.icrtourism.org The nature conservancy: www.nature.org The Travel Foundation UK: www.thetravelfoundation.org.uk World Tourism Organisation: www.world-tourism.org
17 9. About the instructors
Julian Matthews Julian Matthews, 43, is Founder Director of an award winning nature travel business called Discovery Initiatives, and the Founder Chairman of a campaign called Travel Operators for Tigers. His day job takes him across the globe, visiting wildernesses areas across the seven continents from India to the Arctic, from the Galapagos to Rwanda, designing and developing new tours and safaris programmes, in cooperation and support of wildlife projects of conservation agencies and their wildlife experts and host communities. To date the business has raised over £800K for wildlife conservation. http://www.discoveryinitiatives.com
Born and brought up in Zimbabwe he set up Discovery Initiatives in 1997 to combine nature travel and conservation, giving clients unique insight into nature and wildlife conservation. Julian believes that wildlife travel and tourism are a critical force in conservation of wilderness in the future and is passionate about pioneering a more responsible and sustainable approach to preservation of wilderness and wildlife. In 2003 his concern the Tiger’s continuing collapse, prompted him to launch a campaign to get UK and International Tour Operators together to use their ‘business pressure’ to support better and more sustainable wildlife and tourism practices in parks in the India subcontinent. HYPERLINK “http://www.toftigers.org” www.toftigers.org Julian has been interviewed for radio and BBC TV, and lectures and teaches on nature travel and wildlife conservation both in the UK and abroad.
Chris Thomson Chris has worked in the travel industry for over seventeen years in a variety of roles such as Overseas Holiday Representative/Guide, Resort Manager, UK Quality Manager and Health and Safety Manager and has a very broad knowledge of the Industry. He worked for both First Choice Holidays and TUI UK prior to joining the UK Federation of Tour Operators in 2003 and for the last 5 years he has been responsible for the development, coordination and delivery of a sustainable tourism strategy for the FTO. In addition, he has worked for the UK Travel Foundation, a sustainable tourism charity and continues to provide a conduit for them in creating linkages with the outbound industry. Chris has worked closely with a number of European and International organisations to develop the Travelife sustainability toolkit and is the General Manager of the Travelife Sustainability System. He works closely with the International Federation of Tour Operators and is a major player in the creation of a sustainability agenda for the European package travel industry. He represents the UK outbound industry at an International level sitting on a variety of sustainable tourism committees and steering groups including the Sustainable Tourism Stewardship Council and the Global Partnership for the Sustainable Tourism Criteria. Chris has an Advanced Diploma in Sustainable Business from the University of Cambridge.
Ronald Sanabria Ronald Sanabria has worked with the tourism industry on certification, productivity, quality assurance and sustainability since 1992. He joined the Rainforest Alliance’s Sustainable Agriculture program in 1998, and two years later began developing the organization’s tourism program.
During his tenure with the Rainforest Alliance, Sanabria has coordinated projects in a dozen Latin American countries, supporting sustainable tourism training and technical assistance for hundreds of tourism businesses and community-based operations while connecting them with the marketplace.
18 With support from the Multilateral Investment Fund, Sanabria led the creation of the Sustainable Tourism Certification Network of the Americas, which today has more than a hundred members representing 25 countries in the Americas. Internationally, he represents the Rainforest Alliance in the Sustainable Tourism Stewardship Council (STSC), the World Heritage Alliance and the blocked::http://www.sustainabletourismcriteria.org/content/view/13/47/” Global Partnership for Sustainable Tourism Criteria.
Sanabria was the recipient of the 2008 EXPOTUR Friend of Nature Award in recognition of his efforts to promote sustainable tourism in Costa Rica. Since 1992, he has taught at the Faculty of Engineering of the University of Costa Rica. A Fulbright scholar from Costa Rica, Sanabria holds a B.S. in Industrial Engineering from the University of Costa Rica and an M.A. in Sustainable International Development from Brandeis University.
Judith Voermans Judith Voermans works for the IUCN National committee of the Netherlands since April 2007 as the Tourism & Biodiversity Programme Officer. Before that she worked as a Sustainable Tourism Advisor for the Dutch Development Organisation SNV in Uganda (3 years) and in Bolivia (2 years) where she worked with community based ecotourism organisations in product development and marketing, as well as with the public and private sector in destination management. She started her work in tourism as a tourleader and as product officer for a responsible tour operator, Multatuli Travel in the Netherlands. Her educational background is in International Tourism Management and Consultancy (1996).
Giulia Carbone Giulia Carbone is Programme Officer with the IUCN’s Business and Biodiversity Programme since April 2006. Her work focuses in particular on the tourism and cement sectors. Previously, Giulia has worked for 8 years for the UN Environment Programme where she was the coordinator of UNEP’s tourism work and in particular she led the Tour Operators’ Initiative.
Giulia is Italian-Armenian, and has obtained a Master of Science from the London School of Economics in Marine Policy (1993) and a Masters in Environmental Engineering from the Turin Polytechnic (1991), a Bachelor of Arts in Economics, from the University of California, Santa Barbara, USA (1990), and a Laurea in Geography, from the Università di Genova, Italy (1997).
Maria Ana Borges Maria Ana Borges is a Junior Professional Associate with IUCN’s Business and Biodiversity Programme since July 2008. Her current focus is on the World Conservation Congress but she also works on the tourism and cement sectors. Prior to IUCN, Maria Ana did an internship with UNEP’s Economics and Trade Branch. She also worked in hotel management from 2004 until 2006. Her academic background is in Ecology (BSc (Honours) from the University of Edinburgh) and Ecotourism (MSc from Napier University). Her experiences have taken her to several different countries sparking her interest in sustainable tourism management and community development as well as in the role of business in these.
19 10. Contacts
In the table below you can make notes of the people you met during this learning opportunity and in what way they might be useful for your tourism business idea.
Organisation and contact person Subjects and actions
20 Organisation and contact person Subjects and actions
21 APPENDIX I
The Ecotourism Potential of a site by Julian Matthews, Discovery Initiatives
KEY POINTS FOR SUCCESS
FUNDAMENTAL a) ENSURE TOURISM IS NECESSARY b) ENSURE TOURISM IS WANTED BY HOST COMMUNITY c) ENSURE TOURISM IS POSSIBLE - transport/security/biodiversity etc.
FIRST STEP
• Ensure ownership • Ensure participation • Check motivation • Dampen expectations • Identify/Highlight USP’s • Health and safety issues
SECOND STEP
• Check viability • Partnership with business/NGO’s • Pitch business to identified market
THIRD
• Follow routes to market. • More routes to market the better
FOURTH
• Dont be afraid of price • Ensure ‘value’ • Ensure continuity of service
OUTCOME
Viable and profitable = sustainable outcome Designing Market viable Ecotourism Products
The Ecotourism Potential of a Site
By Julian Matthews Founder Director Discovery Initiatives
A remarkable industry?
Can make some places from nothing
Can turn some places into nothing
Can make some places valuable
Can make some places better again
TOURISM AS A CONSERVATION TOOL Each Mountain Gorilla earns $ 200k per year in permit fees alone to support parks. Indirect revenue is probably 30 times more
Kenya elephants worth $1M in tourism revenue in their lifetime – OR $300 in poached ivory. Tourism revenue accounts for 75% of South Africa’s National Parks Budget.
Wilderness in South Africa can now generate 4X more dollars per acre than agricultural land.
Some of the highest densities of tigers are found in ‘Tourism’ zones of India’s parks.
WHAT IS THE REASON FOR DOING IT?
• Preservation • Employment • Poverty Alleviation • Restoration WHAT MAKES IT INTERESTING?
• Landscapes •Cultural •Historic • Activities • Wildlife
WHAT ACTIVITIES ARE POSSIBLE?
• Passive or participatory • Soft adventures • Hard adventures • Other
WHAT TYPE OF PERSON WOULD BE INTERESTED? • Identify exactly who would want to do it • The price they would do it for • The style and comfort they would do it in WHAT ARE THE TRAVELLERS MOTIVATIONS? • Principles of ‘Nosey Parkerdom’ • Experiences that makes clients ‘tick’? • How does it benefit and inform them? • Unusual and novel experiences • Doing something others don’t do.
HOW CAN YOU GET IT ON THE MARKET? Many routes to market • Direct – online/in country/on spec • Through Agent
• Through Operator • Through membership/NGO • Consider Photos/Fam trips
WHERE & WHY WILL IT FIT?
• What does it add? • What are its benefits to visitors? • Why should it be added? WHAT DO AGENTS OR OPERATORS WANT?
Most agents/operators are lazy so;
• Experience that is memorable for clients • Experience that is ‘value for money’ • Experience that is ‘above expectations’ • Easy to sell and replicable • Easy to coordinate and set up • Easy to make money out of it
IS IT SUSTAINABLE?
• Enough ‘buy in’ • Enough resources • Costed carefully
• Legal and health requirements • Killing the Goose?
COST vs VALUE • Must be ‘Good value’ •Test it • Inherent value in price. CONSIDER INERTIA • Change is a major problem • Haven’t experienced it • Easier to stay with what we have
Seek Pioneers
THE ECOLOGY OF COMMERCE
• Be business like • Make it easy to sell • Bundle it/package it/ • Combine it
Don’t ask us what traveller would pay!
Amen APPENDIX II
Safety in ecotourism products by Chris Thompson, UK Federation of Tour Operators
CHECKLIST
Note that this list is not exhaustive and should be adapted to suit individual businesses. Completed Requirements Actions Necessary Notes Yes No N/A Health & safety Discuss internally and gain policy commitment to introduce health & safety into your business. Agree and document your organisations commitment to health & safety. Distribution of Circulate health & safety policy policy to all staff and suppliers with and agreed time scale for implementation. Guidelines / Identify and document the Standards guidelines that you are going use to measure the health & safety standards in your business against. Responsibility Who is going to be responsible for health & safety within your organisation? Document their role and responsibilities ensuring that their objectives are compatible with the requirements of your business. Suppliers Notify all suppliers of your expectation organisation’s expectations with regards to health & safety. Issue all suppliers with your code of practice. Training Agree and deliver training programmes to the relevant staff that are going to be involved in the process of managing, implementing and monitoring the health & safety standards of your business. Data Capture / Identify and document the Record keeping management of data process in order to ensure that information can be processed efficiently and safety defects /issues identified and eradicated. Licence Do you need a licence to operate? -UK - Destination What is the licensing criteria in the detaination? How do you apply? Completed
Requirements Actions Necessary Notes Yes No N/A Agency Is it a requirement that you need a representation destination partner (Agent)?
Public Liability Do you have correct insurance it Insurance what does it cover 3rd parties?
Destination & What elements are included in tour Facility Fact excursion etc finding - Accommodation - Food - Swimming - Transportation - Sporting activity – Trekking, white water rafting etc.
Assessment of For each element a assessment of H&S risks safety & health risks should be conducted – who by - External Specialist appointed by you - An appropriately qualified person from your organisation
Conduct Risk Conduct and document risk Assessments assessments on all aspects tour/ excursion.
Issue reporting Report Issues identified and recommendations for eradication to - Your organisation - Supplier
Customer Safety Prepare appropriate health & safety and Health literature and distribute to Literature customers. What information should be pre departure? - On arrival? Safety in Ecotourism Products
17 million holidaymakers 70% of UK package holidaymakers
EC Package Travel Directive 1993 The marketing, sale and performance of package holidays sold or offered for sale in the United Kingdom are regulated by The Package Travel, Package Holidays and Package Tours Regulations 1992 (SI 1992 No 3288). The Regulations apply to anyone who organises packages whether they are for profit or not, and whether they are for business or club purposes.
Acts and Omissions of Suppliers e.g. Hoteliers, Transport & Excursion Providers MANSLAUGHTER (CORPORATE) Directors or staff of individual Tour Operators can face imprisonment (not just fines!)
Why Is Safety Important ?
Customer
Safety
Provider Suppliers
You have a great idea ………now what?
• What is your organisations Health & safety policy • Do you need a licence to operate? -UK - Destination • What is the licensing criteria? • How do you apply? You have a great idea …………now what?
• Is it a requirement that you need a destination partner (Agent)? • Public Liability Insurance – do you have it what does it cover 3rd parties?
Fact finding
• What elements are included in your idea e.g.: – Accommodation – Food – Swimming – Transportation – Sporting activity – Trekking, white water rafting etc
Safety Assessment
• For each element a assessment of safety & health risks should be conducted - External Specialist appointed by you - An appropriately qualified person from your organisation What is a Risk Assessment?
• A process to identify hazards
• assess both the probability and seriousness of them occurring and
• to take actions to mitigate them
Risk Assessment
• 7 Step Process
– Identify Hazards
– Decide who might be harmed and how
– Evaluate the probability of occurrence
– Evaluate the seriousness of occurrence
– Record your findings
– Take actions to mitigate the risk
– Review progress
Risk Assessment
• When conducting a risk assessment, what standards should you measure against? – Local Law –UK Law –EU Law Preferred Codes of Practice
• Fire safety • Food Hygiene • Pool Safety • General Safety • Beach Safety • Children’s Clubs • Villa Safety • Incident Investigation • Natural Disasters • Communicable Diseases Recognised in 190 destinations
Customers Safety
• Safety literature, advice & training for customers Pre departure & in resort Health advice Safety equipment Rules of engagement Training • Signing of a Disclaimer not a viable option will not stand up in court
Things do go wrong…
CoachSafeTM Have a documented incident management plan - Actions to take • Record the details • Obtain witness statements • Take photographs • Report incident to Head Office • Offer support and assistance to guest
Conclusion
– You need clear Authority – do not accept the Responsibility for Health & Safety without the Authority to manage it
– Be focussed – Prioritise
– Be practical – Supplier management of change
– Be positive – sell the benefits of reduced adverse PR, complaints, claims and costs
– Don’t try to do everything in one go
– Get help and advice Get trained
Resources
• Federation of Tour Operators www.fto.co.uk • British Standards Agency www.BSIgroup.com • Food Standards Agency www.food.gov.uk • Foreign Office www.fco.gov.uk
• Trade Associations •ABTA •FTO •AITO •ABTOF •STF • Adventure Activities Licensing Authority
– Solicitors Specialist Insurers Health & Safety Executive Local Authority courses Consultants APPENDIX III
Marketing Sustainable Tourism by Ronald Sanabria, Rainforest Alliance
STEP 1 Before you begin marketing your product, make sure that it is: ✓Accessible ✓High quality ✓Offers good service ✓Hygienic ✓A good value for the price
STEP 2 Identify your target market: ✓Who are your clients? ✓Where do they come from? ✓What are they looking for?
STEP 3 Decide which of the following marketing tools are best for reaching your target market (depending on your budget): ✓Brochures ✓Web site ✓Commercial relationships with inbound and outbound tour operators ✓Trade shows
Brochures • The brochure has a clear message for your target audience. • It sells your business. • You have a clearly defined distribution plan – no use having a brochure without a way to distribute it. • You have looked into hiring a professional designer (it is often well worth the money). • The brochure has graphics and a theme in unity with the other promotional materials in order to give your brand recognition and help your campaign have an impact. • The components follow in a logical manner and it is written for the reader’s point of view. • It attracts and holds the attention of your target market so that they keep on reading. • It includes useful information that will not become outdated so that your reader will want to keep the brochure. • The brochure ends with an action – tell your reader what he/she should do.
Website • The site sends a clear message to your target audience. • It sells your business and generates potential clients. • Information is included that would make clients want to come back to the site. • There are options to request more information and make reservations. • Reservation policies and payment terms are included • Some client testimonials are featured to show that your company is open to receiving their opinions. • There is a space for comments. • Site, like brochure, should have graphic and theme unity with your other promotional materials. • It is user-friendly – set up for quick, easy downloading, not too saturated with graphics or other elements and containing enough information for the reader to be able to make informed decisions. Green tips for brochure and web site: • Include information about what kinds of environmentally and socially sound practices you use. • If you are certified, the appropriate seal is prominently featured. • Use environmentally friendly paper (for your brochures and printed materials).
Commercial relationship with tour operators: • You are prepared for tour operators’ inspections. • You show them all types of rooms as well as the other areas of your hotel. • You talk about the services that you offer (Internet, tours, etc.). • A complete information package is prepared. • You discuss commission up front. • You always answer their e-mails!
Trade shows: These are important as a way to keep up the relationship with your clients, to see what your competitors are doing, and to find tour operators for possible sales. • When you choose a trade show, you do so by considering your target market (by geographic region, tourism specialty, etc.) and through researching the show on the Internet. • Appointments are made appointments with wholesalers who will be attending. • Take sufficient quantities of your business cards, promotional materials and a document with rates, policies, etc. • Participate with a chamber of tourism or partner organizations to reduce costs. • Most importantly: Follow up!
Green tips for commercial relationships and trade shows: • Talk to the operators about your efforts in sustainability. • If you have a certification seal, tell them about it. Marketing Sustainable Tourism
Ronald Sanabria Barcelona, Spain October 2008
Rainforest Alliance Mission The Rainforest Alliance works to conserve biodiversity and ensure sustainable livelihoods by transforming land-use practices, business practices and consumer behavior.
Sustainable Tourism Program
Help the tourism industry protect the environment and provide sustainable livelihoods through training and market linkages
Build travelers demand for sustainable tourism and enable them to travel responsibly.
Facilitate the development of regional and global sustainable tourism standards Three Steps for Effective Marketing
Identifying your target market and targeting the right market segments
Product development – Balancing travelers’ traditional concerns with their growing willingness to “make a difference”
Effective distribution through mainstream channels by choosing the marketing outlets that make the most sense for your business
Identifying Your Target Market
Profile of North American tourist in Costa Rica:
• Pleasure: 82%, business: 10% • Independent: 72%, package tours: 21% • Principle activities: • Sun and beach 77% • Hikes 61% • Wildlife observation 57% • Volcan visits 46% • Canopy (zip line) 44% • Average stay: 10 days • Average expenditure: $1087 • High season: December – March, July and August
Source: Costa Rica Tourism Institute
Product Development
Sustainability
Acceptable Price for Value Offered Quality
Accessibility
Safety / Health
courtesy of Ariane Janer Marketing Tools
Brochures Web site Commercial relationships Trade shows
Visual Marketing Tools: Brochures and Web sites Images should: Attract the attention of the target market. Make the brand stand out. Communicate product characteristics. Engage the viewer so they keep reading Generate emotions towards the brand. Portray professionalism: consider purchasing photos from an image bank. Have synergy with all of your other marketing materials
Design Suggestions
Images are well-balanced Proportions of objects are pleasant to the reader. Components follow an orderly manner. One element of the brochure stands out from the rest. Uses colors that catch your eye but that complement, not control. Brochure
Develop a distribution plan Consider hiring a professional designer Include information that doesn’t become outdated End with an action -tellyour reader what he/she has to do Try to use recycled paper, certified paper or paper that is environmentally friendly Prominently feature certification seals
Web Page
In addition to selling your business, it should be interactive: Users can make sales and reservations and give feedback Update content regularly to keep users coming back
Layout and Design
The Web page should download easily. Preferably include moving elements – not pop ups. Should not be too saturated with information nor with graphic elements. Navigating and reading should be easy Prominently feature certification seals Web Page Example Pacuare Lodge www.junglelodgecostarica.com
Info about your company
Info about the destination (particularly important if unknown) Full details on what you offer and example itineraries
Rates
Contact Info Indication of quality – organizations of which you are a member
Show how you are sustainable
Photos
Articles written about your business Trade Shows
• Let people know about your products and services
• Get to know your competitors and the market
• Maintain relationships with your clients
• Find distributors and get sales!!!
Trade Show Choose wisely - consider your target market
Prepare promotional material according to your target market and the country.
Make appointments with wholesalers that are in your same line of work.
Analyze the possibility of having a raffle or a promotional event.
Take advantage of conferences or social events.
Most importantly – Follow Up!
FAM Trips and Tour Operator Inspections
•Show them the full scope of your product
• Talk about additional services that you offer
• Prepare information packages ahead of time with information including rates
• Discuss commission FAM Trips and Tour Operator Inspections
• Be honest about what you offer
• Show them your behind the scenes commitment to eco-practices
•Always follow up and answer emails
Word of Mouth
In tourism, word-of-mouth is among the first three sources of information people use.
People typically tell 5 other people about restaurant and vacation experiences.
How to stimulate word of mouth: Create a unique product or service Answer all inquiries Feed the business’s loyal customer base Respond to positive comments as well as complaints to maintain high levels of customer satisfaction. Use the Internet to nurture word-of-mouth by placing phrases like “send this page to a friend”
Source: Kaplanidou and Vogt, MSU Department of Park, Recreation and Tourism Resources
Internet Resources
Eco-Index Sustainable Tourism www.eco-index.org/tourism
Over 175 businesses from 16 countries in LAC Exclusively for sustainable operations No charge to users or participating businesses
Comments: “So far this month we have received 20 visits to our Web site from the Eco-Index, many thanks!” -Joxan Obando, Green Hotels, Costa Rica Preference for Environmentally and Socially Sound Businesses
“Kyra Sedgwick, star of The Closer and next month’s The Game Plan, wanted adventure. She and her family found it on an eco-friendly trek through Costa Rica.”
Lessons Learned Social and environmental responsibility are important to the consumer, usually after their safety, quality and price requirements have been satisfied.
Marketing to consumers can be done more effectively through intermediaries in the supply chain.
For businesses, certification improves performance and saves money but we need to measure impacts in order to market better.
Make information about sustainable suppliers available to all players in the supply chain.
Lessons Learned
Participating in trade shows is only effective after attending the same event several times.
Participating in trade shows with others under the same umbrella is more cost effective.
Always use a mix of marketing tools.
Alliances in marketing with like-minded organization can be very beneficial.
Involve the media. Questions & Answers
Sustainable Tourism Rainforest Alliance, Costa Rica www.rainforest-alliance.org [email protected] Tel/Fax: +506 234-8916 APPENDIX IIII
Additional Recommendations
A compilation of recommendations from the World Adventure Travel Summit, Sao Paulo, 2008.
Sources: Eric Brodnax, Away.com/ Orbitz Worldwide Molly Feltner, SmarterTravel.com Everett Potter, Everett Potter’s Travel Report Veronica Stoddart, USA Today
Web site design and use: • Focus on providing real value to your users. • Assume an unsophisticated audience. • Ensure rich content but simple, well structured navigation. • Ensure fast, effective searches. • Ensure rapid site response. • Set realistic expectations regarding hits to your web site. • Select key words and ensure good density. • Pay attention to the URLs (make them easy to remember). • Avoid complicated flash images. • Get the name of your web site on key, authoritative web sites. • Allow people to click on boxes to gather information about your users and capture their emails if possible • Measure and analyze data; that is critical to make decisions. • Add security where you need it (clear privacy policy). • Add blogs, travelogues, and include experiences from past clients. • Include pages on frequently asked questions.
For NGO’s: main recommendation is to establish partnerships with operators and others to increase market exposure.
Low budget? • Portrait realistic expectations. • Invest in content. • Answer frequent questions. • Include photos and videos.
Emails: • Usually help attract the attention of those not necessarily thinking on traveling. • Pay attention to legislation against mass emails. • Make sure you get permission to send information and respect what kind of information your audience wants to receive. • If sending HTML newsletters make sure they are well developed. • Do not saturate your audience with multiple emails. • Test a small number of messages and switch format if responses is low (subject line, format, days of the week, length). • Ask whether people want to receive special offers. • If you will be away from the office, always activate an automatic response from your email. Media • Inspire demand for your products! Pitches should always show how a product is special, different, better. • Always include information on the products/services you offer. • Include information on the places that your guests will visit (specially needed if unknown). • Take advantage of the sustainability awareness (communicate your commitment and support it with facts, share your credentials). • Always highlight what’s new – what makes it a good story. • Capitalize on events and anniversaries. • Consider seasonality – when is the best time to visit your property/region. • Pitch ideas in the context of growing trends, don’t hesitate to include your competitors. • Pitch timely ideas. • Pitch short items that can be posted online. • Create a press section on your web site (place stories that other reputable media have written). • Think interactively.
Do’s and Don’ts from Veronica Stoddart - USA Today:
Do: • Reach by email. • Take advantage of the subject line (do not put “Press Release”). • Always respond to what, who, when, where and why in your story. • Be honest and accurate. • Be responsive. • Provide links to your web site.
Don’t: • Call. • Send faxes. • Send unsolicited press kits. • Send CD’s. • Exagerate with false information. • Call to ask what kind of stories they are working on. • Send photo attachments. • Send goodies.
Pay attention to important market niches: • The “millennials” (under 24 years, $176 billion in annual spending, very social, lifestyle driver, health conscientious, socially responsible, getaway and action sport oriented, adventurous, diverse and worldly). • Women groups. • Families. • Ethnic diversity. • Eco-adventurous. • Mind-body-wellness trends (yoga, spas, combine with adventure and nature). • Culinary tourism (ecolodges and fine dining). • Hard adventure by day, soft adventure at night. • Urban residents (in 20 years, 70% of Americans will live in urban environments).
IUCN National Committee of the Netherlands Plantage middenlaan 2 K 1018 DD Amsterdam Netherlands
Tel: +31 20 626 1732 tourism @iucn.nl www.iucn.nl
IUCN Business and Biodiversity Rue Mauverney 28 1196 Gland Switzerland
Tel : +41 22 999 0000 [email protected] www.iucn.org