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Urban Green Joppe and Dodds

Urban Green Tourism: Applying ecotourism principles to the city

Marion Joppe, Ryerson Polytechnic University Rachel Dodds, Green Tourism Association

Abstract: Résumé: Malgré que l’écotourisme soit considéré com- Although ecotourism is considered an me une approche éclairée de développement enlightened development approach to tourism touristique et, en conséquence, énergiquement and is being aggressively pursued as a marke- suivie comme stratégie de par les ting strategy by governments and businesses gouvernements et les entreprises, il n’y a eu alike, there has been almost no attempt to link jusqu’à présent aucun lien entre cette forme de it with more urban environments. This paper tourisme et l’environnement urbain. Cet ex- discusses the case of Toronto where urban posé présente le cas de Toronto, où le tourisme green tourism has been favourably received vert urbain a reçu un accueil favorable et une and gained increased credibility during the last crédibilité accrue ces dernières années, en few years, in part through the development of partie grâce au développement de la première the first green tourism map. carte de tourisme vert. The growth of ecotourism has generated Almost every country in the world has now much ink over the past decade. Indeed, Frangialli added some ecotourism product to its list of (1997), the World Tourism Organization’s offerings for both the international and domestic Secretary General, has suggested that of the 600 visitor markets, although there does not seem to be million international tourists in 1997, 20% were a consistent definition of what constitutes “ecotou- involved in ecotourism. According to The rism”. At its best, ecotourism offers a viable com- Ecotourism Society (1991), ecotourism is “pur- bination of ecological and cultural protection, poseful to understand the culture and increased local awareness of the value of preser- natural history of the environment; taking care not ving the natural and cultural environments, and to alter the integrity of the ; producing local . It is most often economic opportunities that make the conserva- associated with exotic, undisturbed, remote (or at tion of natural resources beneficial to local peo- least rural) areas. In Canada, ecotourism tends to ple”. Boo (1992), on the other hand, suggests that be equated with adventure tourism as long as it it is “nature travel that advances conservation does not take place in a major urban centre. This is and efforts” (p. iii). inconsistent with the Canadian Environmental Indeed, nature tourism and ecotourism are all too Advisory Council’s (CEAC) 1992 definition often used interchangeably, even though nature which states that: "Ecotourism is an enlightening tourism is not necessarily non-consumptive nor nature travel experience that contributes to sustainable in its focus. conservation of the ecosystem, while respecting the integrity of host communities." (as referenced in Wight, 1993, p.3) And of course, the product Address all correspondence to Marion Joppe, School of offerings that have nothing “eco” about them Hospitality and Tourism Management, Ryerson except perhaps the inclusion of a Polytechnic University, 350 Victoria St., Toronto, ON M6H W2 trip or other “exotic” activity, are legion, both in [email protected] Canada and elsewhere.

33 Travel and Tourism Research Association-Canada Chapter Toronto, Canada, October 4-6, 1998 Urban Green Tourism Joppe and Dodds

The need to “green” mass tourism conservation lands, accounting for approximately suppliers 20,000 acres of green spaces. ¾ of these are ravines, valley lands, woodlots and waterfront natural areas, including over 50 designated envi- Where does this leave the bulk of tourism ronmentally-sensitive areas. In addition, there are suppliers catering to a mass market largely hosted 3 million trees on public streets and parks alone by urban centres concentrated in the developed (City of Toronto, 2000) and over 374 species countries of the world? Where is the pressure and of wild occurrence centered within a 50 mile encouragement to these suppliers to practice mass radius of the city’s core. Two major green spaces – tourism in a way that minimizes and mitigates the Tommy Thompson Park and Toronto Islands – are obvious disbenefits associated with it? Product recognized as major migratory path of . development, policy, planning, and marketing can Toronto has the largest natural and cultural heri- all be instituted in ways to ensure that tourists, tage park in an urban area in North America (the host population, and investors reap the long-term Rouge Park), 46 kilometres of waterfront, and a benefits of a vibrant and healthy tourism industry Canadian Heritage River (Humber River acclai- (Husbands and Harrison, 1996). Many sources med in 1999) (Toronto and Region Conservation suggest that tourism has the potential to conserve Authority, 2000). and protect natural resources, however, most efforts have been focused towards advancing the As a tourist destination, Toronto is the largest economic objectives rather than protecting the gateway into Canada and generates over five very resources that attract visitors (Wight, 1993, billion dollars in tourism revenue each year, Pearce, 1995). “Where it has been adopted in the however, there is no acclamation of some of the tourism industry, it has tended to be accepted for city’s environmental areas that should be sited for three reasons: , public relations and protection. Tourism, by its very nature, is highly marketing” (Butler, 1998, p. 27). resource consumptive and waste-intensive. “Tou- Just because tourists do not tend to be as rism damages the environment in a variety of noticeable in cities as they often are in most ways: overuse of water resources and the smaller communities or lesser developed discharge of untreated waste water into rivers and countries, does not mean that they do not have a coastal waters, energy use and large amounts of significant impact on their infrastructure, natural waste.” (Kahlenborn, 1998, p. 8). Canadian resources, social and cultural environment. residents and businesses tend to be particularly Toronto, for instance, receives 8 visitors a year for consumptive and wasteful. For example, in 1993, every permanent resident, a ratio that would strain the most recent year for global data, Canadian the social and environmental carrying capacity of consumption of energy was 2.6% of global many destinations. Should the City be successful consumption while its population makes up only in winning its bid to host the 2008 Olympics, it is 0.56% of the world total (Environment Canada, anticipated that this ratio would easily increase by 2000a). And between 1972 and 1991, Canada's 50%. But Toronto itself is growing very fast. rate of water withdrawals increased by well over Indeed, by 2021, the city's population is projected 50 percent, from 24 billion m3/yr to 45 billion to double. But even today, the strain on the city’s m3/yr even though our population increased by environment is substantial: on an average day, only 5 percent over the same period (Environment there are 20.8 million car trips, compared to only Canada, 2000b). 1,1 million transit journeys, 52,300 bike trips and Although there have been a rapidly 311,100 pedestrian trips (Environmental Task increasing number of codes of ethics adopted by Force, 1999). various tourism-related organizations, culminating Over 12% of the city is muncipal parks and in 1999 with the adoption by the World Tourism

34 Travel and Tourism Research Association-Canada Chapter Toronto, Canada, October 4-6, 1998 Urban Green Tourism Joppe and Dodds

Organi-zation of its own Code, and a few large physical environment to ensure the long term corpora-tions such as CP and (now health of the life-sustaining ecosystem; Fair-mont Hotels and Resorts), Inter-Continental Local economic vitality – Supporting local Hotels, British Airways and Lufthansa, to name economies, businesses and communities to but some of the most recognized environmentally ensure economic vitality and ; responsible leaders in the tourism industry, efforts – Respecting and to become more environmentally and socially apprecia-ting cultures and conscious have been sporadic at best. “Even so as to ensure the continued well-being of though environmental technologies are widely local or host cultures; and available and being successfully applied by some Experiential richness – Providing enriching entrepreneurs, the level of take up is negligible. and satisfying experiences through active, One reason is the fragmented nature of the personal and meaningful participation in, and industry itself, which makes it difficult to reach involvement with, nature, people, places each operator. Others might be a lack of and/or cultures. environmental awareness or lack of resources (particularly for smaller operators whose finances The association has three main objectives: are often limited) to build up their environmental Marketing, management and technological know-how.” Business development, and (Kahlenborn, 1998, p.8) Efforts are often further Greening the industry hampered by their lack of locational concen- tration, making or composting, for The Green Tourism Association provides best instance, too costly. Furthermore, suppliers will practice examples and education that help develop not accommodate the demands to reduce a sustainable approach to tourism. The association packaging, as an example, unless the purchaser encourages tourism businesses to act in a more represents a sizeable piece of business. responsible manner and the ‘green’ concept aids businesses improve their image while attracting more revenue and providing ways to take the next The birth of the Green Tourism step. Association Initiatives undertaken since the association’s

incorporation include: It is for all these reasons, that a group of development of a website interested individuals in the Toronto area repre- (www.greentourism.on.ca) senting a broad spectrum of businesses, organi- creation of an online Resource Centre zations and government agencies, came together distribution of the quarterly newletter “Go to advance the concept of urban green tourism. Green T.O.” The Green Tourism Association, incorporated as setting up of an information centre and bike a non-profit organization in 1996, not only pro- rental location motes and markets the concept to tourists and development of a listing of representative residents, but also supports urban green tourism green tourism opportunities businesses and works to green the tourism research and publications industry. workshops, presentations, event attendance, Urban green tourism, as defined by the mem- conferences and display material. bers of the association, is composed of four attri- butes: Most businesses identify success as improving profit margins while lowering overall Environmental responsibility – protecting, costs and it is usually awareness of bottom line con-serving, and/or enhancing nature and the initiatives that convince businesses to take the next

35 Travel and Tourism Research Association-Canada Chapter Toronto, Canada, October 4-6, 1998 Urban Green Tourism Joppe and Dodds step in becoming more environmentally sensitive. that its purpose is to “illuminate the inter- While there is increasing evidence that addressing connections between society, nature and the built can achieve significant cost environment, helping residents make lower impact reductions for corporations, the most spectacular lifestyle choices and discover great ways to get savings are realized by large organizations. For involved in the urban .” (URL: instance, according to Ivarsson (1998), almost any www.greenmap.org). Hence, adapting the concept can achieve a 20% cost reduction without for the promotion of tourism meant highlighting detriment to the comfort of their customers as more of the cultural, historic and community result of focussing on reduced energy and water resources and businesses and disregarding toxic consumption. At the same time, he suggests that and contaminated “hot spots” as well as hotel waste programs typically reduce the amount corporations that had a reputation as polluters. of unsorted waste by 40-60% and reduce costs nd accordingly. However, it became quickly The 22 map in the international Green Map apparent to the Green Tourism Associa-tion’s System™, the “Other Map of Toronto” is the first Board of Directors that buy-in to its mission and to focus on tourism and the environment. The map workplan by businesses would require tangible provides a single source of information that links proof that visitors coming to Toronto were indeed tourism to the environment and celebrates a green looking for “greener” experiences and that joining city. the association would translate into additional revenues for companies. The majority of It colourfully highlights ‘green’ activities (as corporate marketing budgets are simply too small defined by the four criteria mentioned earlier) in the tourism industry to justify paying for including businesses, green spaces, ecotours, galle- membership, services and advertising unless there ries and heritage sites, organic and natural food is a direct contribution to a business’s bottom line stores, sustainable transportation options and in the form of increased revenues, not just cost more. In total, approximately 375 businesses and savings. Therefore the decision was made to attrac-tions are featured on the map. develop a promotional piece that would serve a The map concept appealed to all levels of very useful purpose for visitors and residents government and industry and the majority of alike, by informing them about many aspects of funding/ sponsorship was raised through the city that are not normally included in the main these avenues. In addition to funding, a broad stream tourism literature. After all, Canadians market was reached including multiple levels spent $11 billion on nature activities, 67% of of industry, government as well as tourists which were spent on outdoor activities in natural and residents. The map was launched by the areas (Canadian Tourism Commission, 2000, p. city’s mayor prime tourist season and marke- 22). ting included media kits and drops, press releases and teasers to top North American travel writers in addition to attending many The “Other Map of Toronto” events. Distribution took place at all key “The Green Map System is a globally con- entrance points to the city, tourist information nected, locally adaptable framework for commu- sites, map featured sites, civic centres, the nity sustainability. Green maps utilize Green Map internet, and many events and conferences. Icons™ to chart the sites of environmental Because of the wide appeal and the unique signifi-cance in urban places around the world.” concept, the map was a success as seen through (URL: www.greenmap.org). The objectives of the following: the Green Map System are somewhat distinct from those of the Green Tourism Association in Total indirect & direct reach of the map (as of

36 Travel and Tourism Research Association-Canada Chapter Toronto, Canada, October 4-6, 1998 Urban Green Tourism Joppe and Dodds

October 31, 1999) equalled over 2.7 million tourism marketing, etc.). people; PR value of over $38,000 was received in 2. Reach – the maps produced were free thereby the first 6 months; making them accessible to a wide variety of 29 media articles were received (print, radio, target markets television)*; Readership of media amounted to over 3. Accessibility – all key information for explo- 2,200,000; rers was in one source. The map provided Over ½ of the maps produced were distri- background information, tips to be green, con- buted within the first two weeks; tact phone numbers, addresses, descriptions Requests ranged from local to as far away as and more. from and Turkey; 4. Expansion - the Green Tourism Association Figures show that 8% of tourist inquiries at had multiple requests for additional visitor information sites asked for green information and overall exposure and further information or a copy of the map. funding options led to the expansion of the Through the map, a better understanding of organization and many new or expanded the linkages between tourism and the environ- projects (membership, newsletters, web site ment, and conservation and marketing was identi- and on-line resource center, green tourist guide fied. It demonstrated a reconciliation of ‘green’ or book, and event and conference attendance envi-ronmental habits to the industry through and presentations) environ-mentally responsible action. Long-term 5. Enhanced corporate image – businesses and viability and access to all are some of the main tourist industry’s corporate ‘green’ or environ- benefits of urban green tourism. The map provi- mentally conscious image was enhanced ded positive benefit through a number of areas: through their relationship to the map

1. Awareness – 6. Partnership – the collection of information Local small businesses received and also distribution reinforced and developed international exposure that an individual partnerships between existing ‘green’ efforts marketing effort could not afford; in the city and the map provided a reliable Residents and tourist awareness level of collective source of information. Toronto’s ‘green’ options were increased as the map provided one collective source of Conclusion ecotourism information in the city; International exposure to the concept of “It makes sense to use the fact that ‘green’ urban green tourism was seen through the sells for marketing purposes, but only when the variety of media articles and requests for product labelling conforms with both consumer further urban green tourism information by expectations and industry standards” (Wight, tourist offices and academic institutes; 1993, p.6). The ‘green’ concept allows the tourism Overall awareness of environmental issues industry to improve its image and practices while and projects being undertaken by the city as continuing a commercial profit strategy. If a whole (the map brought to the foreground ‘greening’ is used solely for image purposes, many issues such as smog, , urban rather than an approach adopted in practice, the * There is a high probability that this number is a low esti- very , culture and heritage that provides mate as a large percentage of press was not traced the initial attractions will disappear. sprawl, protection of natural and heritage sites, To date there has been little marketing and

37 Travel and Tourism Research Association-Canada Chapter Toronto, Canada, October 4-6, 1998 Urban Green Tourism Joppe and Dodds education directed at urban tourists about suppor- positive light. ting a sustainable environment. The map provided a collective source of information that was appea- 5. User friendly products – ‘eco’ marketing can ling, unique and useful. As many of the 21 million be converting the converted (those who tourists who visit Toronto are using the city as a already undertake green activities or support gateway to other destinations, successfully marke- your mis-sion). To convert the ‘other’ ting the concept of sustainability to visitors will customers, make sure you provide products hopefully influence tourists behaviour on other that give your custo-mer easy options and destinations visited. The Green Tourism Asso- alternatives that require little effort on their ciation has demonstrated the challenges of incor- part to adapt or undertake. porating the concept of urban green tourism and the values of ecotourism with the principals of 6. Practice what you preach – the organization marketing. The positive conclusion of the green should be seen to be environmentally and map was evident through its aim to conserve the culturally sensitive, not just promote this to resources on which the product is based. others. All promotional materials should be made to the highest environmental standards Six key strategies are therefore recommended possible, e.g. 100% post consumer recycling when marketing ecotourism products: content, recycled and/or vegetable ink, etc. In addition, staff should be knowledgeable in 1. Broad distribution – your product must be environmental as well as tourism matters. accessible to your market through as many key locations as possible. Systems to facilitate References both distribution and tracking should be set up in advance; Boo, E. (1992). The Ecotourism Boom: Plan- ning for Development and Management. Wild- 2. Partnership development – Many environ- lands and Human Needs Technical Paper Series mental or tourism agencies share a common Washington, D.C.: World Fund. goal of awareness. Contact anyone who may Brandon, K. & Margoluis, R. (1996). “Struc- be linked to the tourism/environmental indus- turing Ecotourism Success: Framework for try and show them your game plan, many will Analysis” in The Ecotourism Equation: Measu- have contacts to share or facilities already set ring the Impacts. International Society of Tropi- up that can be adopted in exchange for cal Foresters. New Haven, Ct: Yale University marketing or media attention. Butler, R. (1998). – 3. Show bottom line – Small and large busi- Looking Backwards in Order To Progress in nesses need to see a return on investment. Hall, C.M. and A.A. Lew (eds.), Sustainable Marketing initiatives have to focus on Tourism: A geographical perspective. New exposure for all avenues of this niche market York: Longman., pp 25-34. and how the product or campaign will ultima- Canadian Tourism Commission (2000, June). tely bring more visitors through their doors. Communique. City of Toronto (2000). Toronto at the Cross- 4. Ownership – Green sells! Doing a good deed roads: Shaping Our Future. Draft Official Plan. such as recycling, promoting local culture or heritage, buying locally made products etc Ecotourism Society (1991), Spring Newsletter 1 will go a long way. Make your customers and (1) (2000). business associates buy-in and get ownership Environment Canada (2000a). National Envi- of the ‘green’ idea so that they in turn will ronment Indicator Series, URL: www.ec.gc.ca/ market themselves and ultimately you in this envhome.html, last accessed July 25, 2000.

38 Travel and Tourism Research Association-Canada Chapter Toronto, Canada, October 4-6, 1998 Urban Green Tourism Joppe and Dodds

Environment Canada (2000b). Water is the Towards Sustainable Socio-, Lifeblood of the Earth., URL: www.ec.gc.ca/ Journal of Sustainable Tourism, 3,143-154 water, last accessed July 25, 2000. Ivarsson, O. (1998). “Going Green – Is It Environmental Task Force. (1999, October). Important?” Green Hotelier, 12, p. 11. Newsletter,4. Kahlenborn, W. (1998). “Environmental Tech- Frangialli, F. (1997). Keynote address to World nology and Tourism”. Green Hotelier, 11, pp. 8- Ecotour ’97 as cited in Robbins. M., “Research 9. Needs to Effectively Capitalize on Canada’s Toronto and Region Conservation Authority Ecotourism Opportunity” in Joppe, M. (ed.) (2000) URL: www.trca.on.ca, last accessed July (1998). Revving the Engines…Making Profi- 25, 2000. table Destinations. TTRA-Canada Conference Proceedings, Toronto. Toronto Region Checklist of The Birds, Publications Committee of the Ornithological Husbands, W. and Harrison, L.C. “Practicing Club, 1996. Responsible Tourism: Understanding Tourism Today to Prepare for Tomorrow. in Harrison, Wight, P. (1993). “Ecotourism: Ethics or Eco- L.C. and Husbands, W. (eds.) (1996). Practi- Sell?” Journal of Travel Research, 31( 3) p 3-9 cing Responsible Tourism: International Case World Tourism Organization (1999). Global Studies in Tourism Planning, Policy and Deve- Code of Ethics for Tourism. URL: www.world- lopment. New York: John Wiley & Sons, Inc., tourism.org, last accessed July 25, 2000. pp.1-15. Pearce, P.L. (1995). From Culture Shock and Culture Arrogance to Cultural Exchange, Ideas

39 Travel and Tourism Research Association-Canada Chapter Toronto, Canada, October 4-6, 1998