2. ETHOS Engaging Hospitality Operators in Sustainability BC Partnership for Sustainable Tourism Society – is a partnership between the tourism industry and provincial Government Key participants and funding partners: Tourism Vancouver Ministry of Tourism, Culture and the Arts Ministry of Environment Aboriginal Tourism BC COTA BC Climate Action Secretariat BC Sustainable Tourism Collective BC Lodging & Campgrounds Association BC Hotel Association Tartan Group Academia – Tourism Educators/LinkBC CSTAC - national partners (TIAC, CTC, Industry Canada, Parks Canada)

3. Role of ETHOS To help reduce our GHG emissions, improve our financial performance, and reduce our environmental footprint and social impact while supporting our Super Natural BC brand. Key Initiatives: Education – business workshops and online programs Resource centre – tools and resources including a social network to share best practices Recognition and awards – showcasing success stories and developing an industry innovation award for employees Certification program

4. Global Tourism World’s largest service industry (UNWTO) 2008: 922 million outbound travellers spending over $856 billion Employs approximately 10% of global workforce Forecast: to grow 3-5% per annum until 2020

5. BC Tourism Industry 2008: Generated $13.8B in revenue (62% increase since 1998) 2008: $937M in provincial tax revenue and $3.6B in export revenues 2008: Direct contribution to gross domestic product (GDP) of $6.6B (32% increase since 1998) Most (87%) of tourism ‐ related businesses located in SW region of BC, with over half (56%) in Mainland/Southwest.

6. BC Resource & Tourism Industries

7. Real GDP Index Comparison by Industry

8. Contribution to BC Economy 2009: 17,814 tourism-related business operating in BC 2008: Employed 131,000 full-time equivalent employees, (+ 28% since 1998) 2008: $4.7B wages and salaries (+ 61% since 1998) Nearly one in four businesses (23%) have 20 or more employees. Average for all industries is one in 10 (11%)

9. Impacts of Tourism GHG emissions generated directly from tourism is 5% If tourism was an actual country, comparing the total emissions of other countries, tourism would be 5th biggest polluter worldwide (UNEP, 2009) Tourism’s contribution to GHG emissions could grow by 150% in the next 30 years (UNWTO, 2008) Destruction of habitats will affect eco-tourism, land use, agriculture, fisheries and our image as a destination Global tourism growth projections may now be suspect and vulnerable

10. Urgent Action Required Scientific evidence clear; the earth’s climate is changing owing to mankind’s activities Global GHG emissions need to stabilize by 2015 and be reduced well below half of 2000 levels to prevent average temperature rises beyond 2 degree threshold In 2007, the BC Government legislated GHG reductions 33% below 2007 levels by 2020, 80% by 2050

11. Defining Sustainable Tourism Brundtland Report (1987) - Meeting the needs of the present generation without compromising the ability of future generations to meet their own needs. The World Summit (2005) - Requires the reconciliation of environmental, social, and economic demands - the "three pillars" of sustainability. Tourism Industry - Creating the conditions for the long-term success of our industry, including the protection of our environmental and cultural heritage, contributing to our communities and ensuring strong financial performance. Creating a new ethos

12. Drivers of Sustainable Tourism Consumer behaviour & changing attitudes Increased demand for green travel & for offsetting Technology and internet powerful influence for destination choice & distribution Tourism operators - changing their view of the world Perception of Canada by visitors Government policy

13. Benefits of Adopting Sustainable Business Practices The Sustainability Payoff using the Business Scorecard Model: Financial Performance Customer Internal Processes Innovation & Learning

14. Industry-wide Transformation Leadership Vision Plan Resources Tools Action

15. Self Assessment How is my organization doing?

16. Sustainability Payoff Overall Benefit: Stronger Competitive Position Economic Stability Long-term Business Viability

17. Business Tools Education – creating a culture of sustainability internally Certification – as a clear path Traveler’s Calculator – contributing to long term reduction by investing in BC based projects. Gobi Carbon Management Tool – creating a long term action plan for reduction with financial benefits.

18. Business Tools Why Sustainable Tourism Certification? Provides a framework to help tourism businesses follow a clear path to real sustainability Globally respected endorsement that is the trusted standard in BC & Canada Brings credibility to the industry, both for consumers & businesses Creates a benchmark across all sectors Gives consumers confidence that certified businesses are indeed protecting ecosystems and the well-being of local peoples

19. Implementing Certification Green Tourism Business Scheme – UK In operation for 12 years Over 2200 current and active certified members in UK Applied in New Zealand & Sweden Based on measures of sustainability, not product or quality One of the few programs that certifies full range of tourism operators All assessments done in person (no self-assessment) Completely aligned with Global Sustainable Tourism Criteria

20. Performance Indicators 1.Compulsory 2.Management and Marketing 3.Social Involvement and Communication 4.Energy 5.Water 6.Purchasing 7.Waste 8.Travel 9.Natural and Cultural Heritage 10.Innovation

21. Benefits of Certification Results based on GTBS members in the UK : 70% improved energy efficiency 60% developed green policies 90% changed their purchasing behaviour (buying more local, fair-trade and green products)

22. Business Tools Travelers Carbon Calculator Determines the impact of travellers’ decisions by calculating the carbon emitted on their travels, ie: carbon footprint Provides the opportunity to purchase carbon offsets in BC (Pacific Carbon Trust) Gobi Carbon Management Tool Comprehensive and affordable carbon software to measure, report and manage an organization’s carbon footprint www.gobinet.com

23. Travelers Carbon Calculator Offset calculators as an educational tool Facilitators of progress through investment Demonstration

24. Carbon Management Tools for Business Demonstration Benefits

25. For more information … www.ethosbc.com www.bchydro.com www.gobinet.com www.theicarusfoundation.com www.linkbc.ca http://web.viu.ca/sustainabletourism/ ETHOS: 604 689 7774 judy,.adams@ethosbc.com