Quality Goes Green

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Nov 9, 2013 (3 years and 9 months ago)

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Quality Goes Green

Janie Neumann, Industry Sustainability Manager

EUTO Annual Study Visit ,
September 29, 2012


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“Tourism that takes full account of its current
and future
economic
,
social

and
environmental

impacts, addressing the needs
of
visitors
, the
industry
, the
environment

and
host
communities
.”


Source: UNEP/UNWTO

Sustainable Tourism
-

What is it?

3

Sustainable
Tourism

Reduce
seasonality
of demand

Low impact
on
environment

Protect &
enhance
natural &
cultural
heritage

Energy,
waste &
water
efficient

Community
engagement

Local
sourcing


Economic





Social





Environmental

Sustainable Tourism
-

What is it?

4



Development models based purely on economic growth have failed


Leading to poverty, climate change, biodiversity loss, financial collapse, etc.


Scottish Government’s commitment to sustainable economic growth



Tourism and the Natural and Cultural Environment
-

A special relationship


Dependent on healthy environments, distinctive cultures, social interaction


Visitors attracted by scenery, wildlife, culture, history and authenticity



Protecting and enhancing the Scottish environment, society and culture
are vital to the brand, the industry and sustaining Scotland’s economic
growth



Sustainability is good for business


improving efficiency, cutting costs,
enhances product and service



Increasing legislative drivers
-

Climate Change (Scotland) Act, Zero Waste
regulations




Why is it important?

5

The business
case for
sustainability

Increased
efficiency

Engaged
employees

Cost
Savings

Preservation
of
destinations

Improved
service

Market
advantage

Legal
Compliance

The Business Case for Sustainability


“What is in it for me?”










Growing consumer awareness of
sustainability issues

83% of UK
visitors say
that
sustainability
is very or
quite
important
when making
holiday
choices

73% would
holiday
outside the
busy season

71% would
chose crafts,
services and
foods
provided by
locals

64% would
holiday at
home rather
than
overseas

50% would
use public
transport,
cycle or walk
while on
holiday

Would chose
sustainable
option if it
doesn’t
compromise
cost, time,
and quality
of experience

6

Consumer Demand

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“VisitScotland aspires to make Scotland the

most economically,
environmentally and socially sustainable destination in
Europe
.


As an organisation, we aim to be recognised as a
leader in
sustainable tourism development
, not just within Scotland
but at a European and World level. We aim to

make
VisitScotland
the

sustainable national tourism organisation
,

recognised for our efforts to reduce the environmental
impact, and maximise the economic and social benefits, of
our own operations.”



Visit Scotland’s Sustainability Vision

8

Reduce the
seasonality of
demand

Reduce the impact
of tourism transport

Minimise tourism
resource use and
waste

Protect and
enhance the natural
& cultural heritage

Enhance quality of
life for Scottish
communities

Improve the quality
of tourism jobs

Make holidays in
Scotland available
to all

Support adaptation
to climate change in
the tourism sector

Build an effective
evidence base for
sustainable tourism

Promote the
integration of
sustainability in the
tourism sector


Sustainable Tourism Objectives

9

Visitors

Businesses

Internal
Operations

Strategic
Partners

Sustainable Tourism Strategy…
delivered through activity with :

Seasonal marketing
campaigns


encouraging
demand out of season


Public transport
promotion


Year of Natural Scotland 2013


Carbon Management
Programme


GTBS membership across
estate


Sustainable Procurement

Incorporating sustainability
into Quality Assurance


Promoting certification


Accessible Tourism Project


Advice and Support

Zero Waste Scotland


Carbon Trust


Scottish Natural Heritage


VisitScotland Quality Assurance


To guide and reassure visitors by
providing accurate, credible,
easy to understand information


To maintain and improve quality
and drive up standards


To provide marketing support
for the industry


Annual on
-
site visit from Quality
and Tourism Advisors

Over 7,000 businesses Quality Assured and graded

70%
-

80% of all Scottish accommodation businesses

90% of all Scottish Visitor Attractions


Green Tourism Business Scheme


GTBS is a sustainable tourism certification
developed in partnership by VisitScotland and
Green Business UK in 1997


Over 800 members in Scotland


England, Wales and Northern Ireland &
Ireland introduced the scheme


Now 2300 members across UK & Ireland


Largest and most established scheme of its
kind in the World


Quality Assurance and ‘Green’ / Sustainability
reassurance hand in hand

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10% of QA businesses are in certification schemes

Opportunity to drive sustainability in other 90%

Build on and develop strength of Quality Assurance
model

Time for a new definition of ‘Quality’ that supports
sustainability

Around 2/3 of businesses would like to see aspects of
sustainability included in the VisitScotland QA schemes

Quality goes Green
-

Why?

14

An information gathering process to answer the
question … How best to incorporate
sustainability into QA

What are
businesses
already doing


any
differences by
type, size,
location

What are the
barriers to
extending
sustainability
practice

What advice
and support is
needed


basic advice
provision

Quality goes Green
-

Sustainability

Survey


Sustainable

Management

Customer
engagement &

Communication


Energy


Water

Purchasing

Waste

Transport

Natural & Cultural

Heritage

Quality goes Green
-

Sustainability

Survey



445 quality assured serviced accommodation businesses
surveyed (mid Jan
-

end of June 2012)

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Star Rating

Business Type

2 Star

3%

3 Star/
Gold

49%

4
Star/Gold

45%

5
Star/Gold

3%

Hotels

24%

Small
Serviced

76%

Quality goes Green
-

Survey Sample



Top 10 actions
-

energy efficiency measures,
waste recycling and some use of local food


10 least common actions
-

customer and
community engagement and environmental
management


Variations


Business type, Star rating, GTBS Members,
Regions

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Quality goes Green
-

Survey Results



Understanding of activities businesses are
undertaking


Ranking of actions undertaken by businesses



Build on businesses’ strengths


Offer support and advice in areas where businesses
could benefit from further actions



Options for incorporating Sustainability into Quality
Assurance

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Quality goes Green
-

Sustainability

Survey


Develop

Cross sector info on
actions to consider

Legal requirements

Continuous improvement

Recommend

Jointly identify further actions

Provide advice and support

Review

What actions is business already undertaking

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Quality

Goes Green

Aim to raise awareness and get a wide range of
businesses to implement basic sustainability measures
on which to build further activity

Quality grading not affected by sustainability activity

Provide advice and support; working with partners

Focus on business benefits

Provide a benchmark of sustainability at business and sector level

Encourage increased participation in a certification schemes

Ensure Quality assurance will continue to reflect consumer and
industry preferences and stay at the leading edge

20

Quality

Goes Green

Global Partnerships in Quality Assurance

VisitScotland’s Consultancy Services
Team helps regional and national
tourism economies develop Quality
systems.


The focus is on:



improving quality and standards in
collaboration with local industry
stakeholders



developing or enhancing a
scheme that is industry supported



providing consumers with a better
customer experience and delivering
benefits for businesses




Developing quality together


Current partnerships include:



West Sweden Tourist Board


Namibia Tourism Board


VisitScotland

Colin Houston

Quality Manager





VisitScotland

Questions

Kilchurn Castle, Loch Awe, Argyll