Title: Embedding Sustainable Development in Tourism Strategies Presented by Noki Dube, Cape Town Routes Unlimited 22 June 2005
1Embedding Sustainable Development in Tourism
Strategies Presented by Noki Dube, Cape Town
Routes Unlimited22 June 2005
2Introduction
- Tourism as a key economic driver is tasked with
making a meaningful contribution towards
sustainable growth - Identifying acceptable parameters of change and
balance - Requirement for integrated planning, management
and control intergenerational equity creation
of a sense of place and identity tackling
poverty and promoting equity practicing good
governance - Unpack, understand and measure benefits
- Properly planned and managed tourism is a
powerful tool and contributor to sustainable
development - Adopted guidelines and management practices for
sustainable tourism development have been agreed
to nationally and provincially - These have been applied and incorporated into the
Cape Town Routes Unlimited operational model as
the destination marketing organisation for Cape
Town and the Western Cape -
3Tourism perspective Triple Bottom Line
- Focus on three themes of sustainable development,
i.e. - Economic
- Socio-cultural
- Environmental
- ? Underlying message A recognition that
tourism brings about change positive and
negative in destinations. The choice is ours.
Informed decisions are vital. Integrated planning
and management is key. Success hinges on all of
us with a direct or indirect interest in tourism
to assume responsibility.
4Sustainable Development Trends
- Sustained interest in and commitment to
sustainable development stands out as least
likely to grow out of fashion it grows in
importance and has moved beyond the overtly
environmental lobby into the wider public
domain, including the corporate sector -
5Sustainable Development Trends (continued)
- JSE Securities Exchange Social Responsibility
Index is the local manifestation of how this has
taken hold in South Africa - Companies locally and worldwide are looking
more assiduously at Triple Bottom Line
(short- term gains vs long-term loss) - Certain resources simply are not renewable
6Sustainable Development in the Tourism Context
- Why is sustainable development important in a
tourism context? - According to World Commission on Environment and
Development sustainable development meets the
needs of the present without compromising the
ability of future generations to meet their own
needs. - Of particular importance meeting the needs of
the present is critical given our need for
job creation - Also without compromising the ability of
future generations. We have the opportunity
to ensure that todays generation does not
harm tomorrows -
7Sustainable Development in the Tourism Context
(continued)
- The World Tourism Organisation that
development that meets the needs of the present
tourists and host regions while protecting and
enhancing the opportunities for the future - Implies the management of all resources in such
a way that economic, social and aesthetic needs
can be fulfilled while maintaining cultural
integrity, ecological processes, biological
diversity and life support - Strong parallels with Africa, South Africa, and
the Western Cape
8Sustainable Development in the Tourism Context
(continued)
- Sustainable tourism includes
- Responsible Tourism
- Community Tourism
- Ethical Tourism
- Pro-poor Tourism
- Eco-Tourism
9Sustainable Tourism Legacy in SA
- In 1996, SA Government issued a White Paper on
development and promotion of tourism, in which
responsible tourism was described as a necessity - National Responsible Tourism Guidelines for South
Africa - The Cape Town Declaration called for
- a more balanced relationship between hosts
and guests in destinations, - the creation of better places for local
communities and indigenous peoples, - recognition that this can only be achieved by
government, local communities and business
co-operating on practical initiatives in
destinations - Emerging Tourism Entrepreneurial Awards launched
by SA Tourism supplemented by the Imvelo Awards
10Sustainable Tourism Legacy in SA (continued)
- A Fair Trade in Tourism South Africa trademark
that recognises certain special tourism ventures
for responsible tourism - Tourism BEE Charter and Scorecard key
performance targets challenge rests with
implementation, measurement and accountability - We are well positioned to set best practice
examples of addressing sustainable tourism
development
11Achieving Sustainable Tourism
- Our vision encapsulates our attitude towards
sustainable tourism - Leading excellence in promoting sustainable
growth and pride in the Western Cape to make a
difference in life experiences - How then do we
- Facilitate and promote sustainable development
in tourism for our region? - Encourage a break from enclave tourism?
- Manage increasing tourism numbers?
- Ensure that sustainable and responsible tourism
are mutually inclusive?
12Our Commitment to Achieving Sustainable Tourism
- At the outset, the tenets of responsible
tourism were infused into our core working
document, our Business Plan. Our goals are - To establish a winning destination brand
- To ensure an inclusive and equitable industry
- To maximise marketing impact and resources
- To improve the Business Leisure Ratio
13 Triple Bottom Line Economic objectives
- Entrepreneurship and enterprise drive business
- Investment in SMMEs access to market
opportunities (Indaba and Cape Tourism Showcase) - Our partnership with one of the most recognised
on-line tourism portals, 6 regions and 68 towns
already trained on the new e-business platform,
1000 accomodation establishments targeted for
2005/6 - Targeting the domestic market to create tourists
in own country and encourage commercial
possibilities by business to the opportunity -
-
14 Triple Bottom Line Economic objectives
- Building on the strong base created by mainstream
tourism businesses - Encouraging the development, positioning and
selling of new products/experiences as well as
innovation excellence and packaging creating a
year-round destination - Focusing on extending the season of enterprises
and the destination (events, business tourism,
smarter target marketing, yield management) - Supporting mentorship and educational programs
- Sending the right messages e.g buy locally-made
goods, use locally provided services in order to
strengthen linkages along the value chain whilst
reducing leakages
15Triple Bottom Line Social objectives
- Social Objectives (promotion and preservation
of culture) - Involve the community in planning and
decision-making - Assess social impact as a pre-requisite to
developing tourism - Maintain and encourage social and cultural
diversity - Be sensitive to our host culture
- Education and awareness are important
components of the social aspects of Triple Bottom
Line. Our schools project to develop future
tourism ambassadors and participants is an
example
16 Triple Bottom Line Social objectives
- Culture and Heritage e.g Cape Care Route,
Cape to Namibia Route, rock art, festivals, arts
and crafts, story- telling etc are examples of
sharing our cultural product offering - Access the Cape Campaigns
- Educating tourists regarding our local
cultures - Encouraging use of local guides in communities
- Promote an inclusive and equitable industry
17Triple Bottom Line Environmental objectives
- ? Environmental Objectives
- Assess environmental impacts as a prerequisite
to developing tourism - Sustainable use of local resources, avoid waste
and over- consumption - Maintain and encourage natural diversity
- Expand the tourist season, while putting no undue
strain on environmental resources - Responsible tourism is not only the reserve of
environmentalists, change is also taking place
in holidaymaker aspirations
18Triple Bottom Line Environmental objectives
- When asked if they would be more likely to book a
holiday that has a written code to guarantee
good working conditions, protect the environment
and support charities in the tourist
destination, UK market feedback - In 1999 45 said yes
- In 2001 52 said yes
- In 2004 80 said yes
- ? Environmental sustainability has clearly
moved beyond Greenpeace to become a business
imperative. It has moved from supply side to
demand side
19Way forward
- Leadership in industry requires an
understanding of balance - Our companies/businesses and destination needs
to understand the context of sustainable
development - We need to integrate environmental, economic
and social aspects and balance short term wants
with long term needs - We need to establish a direction and clarity of
purpose through integrated corporate/destination
visions and strategies
20Way forward contd
- We need to continue bringing sustainable
development to the core of our businesses - We need to take action, seeking out opportunities
for radical change through innovation, building
human capital, achieving equitable business,
achieving an inclusive industry, and continuous
learning to accelerate performance improvements
and enhance competitive edge - We have these companies in the Western Cape and
South Africa. As a destination we must continue
to be progressive and delivery focused alive
with possibilities and proudly South African!
21Conclusion
- ? Ignoring sustainability, whether economic,
social or environmental constitutes the biggest
risk to our tourism industry. Fortunately, here
in South Africa and the Western Cape I believe we
got to it early enough. Let us not lose focus nor
momentum and continue to assume responsibility in
a sustainable manner. - We have a good platform from which to launch a
concerted drive to higher and more sustainable
growth. Our prosperity depends not only on what
we do, but how we do business together Dr
Mamphela Ramphele, June 2005