VISIT A Joint Initiative on Tourism Ecolabels in Europe Naut Kusters European Centre for Eco and Agro Tourism (ECEAT)

The European labels for sustainable tourism Since the late eigthies Diverse background and geography Different criteria and procedures for certification 40 +Ecolabels in Europe...

Moving the market towards sustainability Consumer demand exists: Environment friendly accommodation: 41% Low traffic levels and good public transport: 35 % Certified products in travel catalogues: 19 % German Travel Analysis

Moving the market towards sustainability Tour operators demand: Responsible entrepreneurship Pressure from society Pressure from host country (Alps) Influence of nature- and environmental organisations Environment = quality + It pays to go green Clean environment is precondition for tourism

The European labels for sustainable tourism Marketing not succesfull: Reliability not clear Too many labels: confusing for consumers Lack of information and overview No funding and marketing expertise with ecolabels Tour Operators lack capacity to invest in sustainable product development

The European labels for sustainable tourism VISIT, Voluntary Initiatives for Sustainability in Tourism 4 goals: Common Basic Standard European roof-organisation Joint image campaign Marketing of certified products

Management:  Basic ISO norms  Environmental management  Clear minimum standards  Independent inspection: 1-3 years  Monitoring of effects  Training of staff, information to guests  Requirements for VISIT Ecolabels Environment:  Protection of Nature and landscape  Use of eco-friendly products  Low water and energy consumption  Use of sustainable energy  Reduction and recycling of waste  Public Transport, soft mobility

Moving the market towards sustainability Austria - the Austrian ecolabel Blue Flag - for a clean beach holiday Green Globe 21 - a global certificate Green Tourism Business Scheme - green tourism in Schotland Legambiente Turismo - recommened by Italian nature organisations Den Groenne Noegle - The green key in Denmark Les Clefs Vertes - the French ecolabel for campsites Luxemburg - the luxembourg ecolabel for accommodation The Netherlands - the environmental barometer Scandinavia - the “nordic swan” for hotels

The European labels for sustainable tourism Roof organisation Accreditation organisation for ST initiatives Accommodations, destinations, transport,…. Accreditation committee for ecolabels Members: All types of Tourism Ecolabels Advisors: Consumer & Environment & Tourism Org. Linking with global Sustainable Tourism Stewardship Council initiative

 Joint image campaign”Caring for the Environment......is Caring for the Visitor”  2002: contribution to the International Ecotourism Year  Advertisement page and articles in magazines  Stand and exhibition at fairs  Dissemination of brochures, mini cards  Presentations and discussions at conferences, workshops, international events  Internet: makes the difference” joint image and promotion Campaign

 Internet

 Standardised questionnaire and d-base  Inventory of accommodation and other certified products (beaches, marinas, destinations, etc.)  Short print version with 100 appetisers, all addresses  2003: web site for free search with map of Europe  Launch at RP 2003  Links from/to partners’ & supporters’ web site  Integration of VISIT products into web-site Eco-tour (NFI) VISIT Holiday Guide

The European labels for sustainable tourism

Marketing - tour operators Launched in 2003 Matching tour operators with sustainable products Global: products and market Tour Operators Matchmakers Marketing information Visits of fairs The European labels for sustainable tourism

30 Supporters: European Environmental Agency German alliance of touroperators IUCN + WWF Netherlands ANWB / ADAC European Travel Commission Travel Unie Initiators : ECEAT ECOTRANS NFI ARPA Reisepavillon The European labels for sustainable tourism

makes the difference