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21 years of Ecotourism in Australia Kym Cheatham Chief Executive Officer Ecotourism Australia Limited www.ecotourism.org.au

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21 years of

Ecotourism in Australia

Kym Cheatham

Chief Executive Officer

Ecotourism Australia Limited

www.ecotourism.org.au

Background of Ecotourism

Australia

Formed following Australia’s first ecotourism

conference in 1991

Non-profit, non-government organisation

Peak national body for the nature-based & cultural tourism industry

www.ecotourism.org.au

Current global

trends and

challenges

www.ecotourism.org.au

January 5th, 2010

What will be the Top 5 Travel Trends in 2010?

Adventure and luxury travel website iExplore predicts

1.It’s All About Value

2.Ecotourism Here to Stay.

3.Baby Boomers Taking Experiential Trips.

4.Travel: Not a Game of Risk

5.Unique and Customized Itineraries.

www.ecotourism.org.au

‘Driving Visitation To Australia Using Experience Themes’

Research travellers from 11 international markets and the domestic market.

‘Nature in Australia’ and ‘Australian Journeys’ are the two experiences that

are the most motivating to travel to Australia.

Also ranked as the most ‘appealing, exciting and relevant.’

Tourism Australia, 2011

www.ecotourism.org.au

“Most tourism in natural areas today is not

ecotourism and is not therefore, sustainable.

Ecotourism can be distinguished from nature

tourism by its emphasis on conservation,

education, traveler responsibility and active

community participation.”

The Nature Conservancy

www.ecotourism.org.au

Ecotourism greenwashing

'Eco' and 'eco-lodges' have become

buzzwords used by both terrific organisations

dedicated to conservation and benefitting local

people, and those seeking to exploit its

marketing potential for economic gain with

little or no regard for destinations.

Justin Francis, responsibletravel.com

www.ecotourism.org.au

Current Environment

Australia’s dependency on Nature Tourism

Age of the Responsible Traveller

Living up to Expectations

Good business sense

www.ecotourism.org.au

Our Programs

ECO Certification–for nature tourism

Respecting Our Culture-for all involving

culture

Climate Action Certification – any tourism

business

EcoGuide Certification – for individual tour

guides

www.ecotourism.org.au

How it Works

• Guidance to know what is best practice

• Practical criteria to implement

• Independent assessment and recognition

• Logo for travellers to identify green businesses

www.ecotourism.org.au

ECO Certification

The ECO Certification Program was been developed in

1996 to address the need to identify genuine ecotourism

operators in Australia.

Ecotourism Certification provides an assurance that a

certified product is backed by a commitment to best

practice ecological sustainability, natural area management

and the provision of quality ecotourism experiences.

www.ecotourism.org.au

10 Principles 1. Business Management & Operational Planning

2. Responsible Marketing

3. Customer Satisfaction

4. Natural Area Focus/Indigenous Culture Focus

5. Environmental Sustainability

6. Climate Action

7. Interpretation & Education

8. Contribution to Conservation

9. Working with Local Communities

10. Cultural Respect & Sensitivity

Business

Environmental

Social &

Cultural

ECO Certification – 3 Levels

1. Nature Tourism

Business Management

Environmental Criteria

2. Ecotourism

Business Management

Environmental Criteria

Social/Cultural Responsibilities

3. Advanced Ecotourism

Business Management

Environmental Criteria

Social/Cultural Responsibilities

Assessing and Auditing

Independent assessors

Independent auditors

Full qualifications and experience

mandatory

Audit every 3 years

www.ecotourism.org.au

Marketing and Promotion

Global Sustainable Tourism Council

Working together for the universal adoption of sustainable tourism principles

United Nations Foundation, United Nations World Tourism Organisation, United Nations Environment Program plus other

global bodies including Ecotourism Australia

www.ecotourism.org.au

4 ‘Pillars’ 1. Demonstrate effective sustainable management.

2. Maximize social and economic benefits to the

local community and minimize negative impacts.

3. Maximize benefits to cultural heritage and

minimize negative impacts.

4. Maximize benefits to the environment and

minimize negative impacts.

www.ecotourism.org.au

11 CERTIFICATION STANDARDS RECOGNISED DECEMBER 2011

1. Ecotourism Certification, Ecotourism Australia

2. Advanced Ecotourism Certification, Ecotourism Australia

3. Bundesministerium für Land - und Forstwirtschaft, Umwelt und Wasserwirtschaft

(BMLFUW)‘s Austrian Ecolabel for Tourism (Österreichisches Umweltzeichen)

4. Costa Rica Tourist Board (ICT)'s Certification for Sustainable Tourism (CST)

5. Ecotourism Ireland’s Ecotourism Ireland Label

6. European Ecotourism Knowledge Network’s European Ecotourism Labelling Standard

(EETLS)

7. Fair Trade in Tourism for South Africa (FTTSA)

8. Instituto de Turismo Responsable's Biosphere Hotels

9. Japan Ecolodge Association’s Environmentally sustainable accommodations standard

10. Rainforest Alliance’s Standard for Tourism Operations

11. Sustainable Travel International's Sustainable Tourism Eco-Certification Program (STEP)

www.ecotourism.org.au

National Tourism Accreditation Framework

- TOURISM QUALITY COUNCIL of AUSTRALIA -

Department of Resources Energy and Tourism

Launched 3 April 2011

Approved programs ECO Certification, Respecting Our

Culture (ROC) Certification

www.ecotourism.org.au

Who wins?

For Operators the tools to change

marketing advantage

continuous improvement

For Tourists easy identification

guilt-free holiday

Increased awareness

For the Environment conservation

preservation

www.ecotourism.org.au

Certification provides an excellent framework to

help you improve your business operations,

achieve more sustainable goals and deliver a

better customer experience. It is an ongoing

partner that helps you maintain a better business

and help create a better world.

Christopher Warren

Proprietor, Crystal Creek Meadows, April 2011

Winners of:

- Ecotourism Australia Climate Action Award 2010

- Australian Tourism Qantas Award for Excellence in Sustainable

Tourism 2009

www.ecotourism.org.au

Eco Certification not only helped us

formalise our practices, but also provided

an excellent baseline to measure

continued improvements, as well as

helping to create realistic performance

targets for the future.

Tony Baker

CEO

Quicksilver Cruises

www.ecotourism.org.au

To be honest, we were relieved when

we finished the application! It took

months.

The interpretation we are now

delivering to our clients has improved

as has our staff training and

documentation.

Bernard Heimann,

Managing Director Maxi Action, June 2006

www.ecotourism.org.au

www.ecotourism.org.au

Want more info?

www.ecotourism.org.au

www.sustainabletourismaustralia.com

www.greentravelleaders.com.au

www.ecolodgesaustralia.com.au

www.globaleco.com.au

Thank you! www.ecotourism.org.au