1. Gníomhaíocht Turasóireachta Inbhuanaithe Sustainable Activity Tourism Comhdháil Turasóireachta Siúil Walking Tourism Conference Dun Garbháin, Port Láirge: : Dungarvan, Waterford 28 Samhain 2013: : 28 November 2013 Dr Einir Young Prifysgol Bangor Ollscoil Bangor University

2. I can’t teach anybody anything, only to make them think Socrates, 470-399 BC

3. Sustainable Development a key priority in Bangor University’s strategic plan: Positioning ourselves as a global University, with a reputation for sustainability Bringing sustainability to life...

4. R ydym yn ceisio cefnogi mentrau Cymreig gyda thwf a datblygiad cynnyrch, prosesau a gwasanaethau cynaliadwy. We seek to support Welsh enterprises with the growth and development of sustainable products, processes and services.

5. Cydymffurfio: : Compliance Ymgorffori datblygu cynaliadwy ymarferol Embedding practical sustainable development Environmental Management Equality & Diversity Welsh Language and Culture Competitiveness + Profitability Rheoli Amgylcheddol Cydraddoldeb ac Amrywiaeth Yr Iaith a Diwylliant Cymraeg Cystadleurwydd + Proffidioldeb Mewnol ac allanol: : Internal and external

7. It is not a YAWN It’s got TEETH It’s what students and employers want It’s what really successful businesses want It’s what the more discerning visitors want

8. Purpose of this event:.................to look at ways of stimulating growth in business within the walking/activity segment of the visitor market.. But what sort of growth? High volume, low value? Low volume, high value?

9. What is the desired outcome and for whom? Politicians Policy makers Local people – indigenous and incomers Businesses directly and indirectly involved with tourism ‘Visitors’ – Home grown, diaspora Irish, European, USA, rest of the world

10. What is tourism? "an activity essential to the life of nations because of its direct effects on the social, cultural, educational, and economic sectors of national societies and on their international relations. ( the Manila Declaration on World Tourism of 1980) NB – no mention in this declaration on any impact on the environment

11. What is tourism? Tourism = travel for recreational, leisure, or business purposes. Tourists = "people travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes“ (The World Tourism Organization )

12. What is a tourist? Somebody who has somewhere else he/she calls home Consider: Do people really like tourists – or would they prefer to generate income some other way?

13. Tourism in Wales 2012- 9.6 million overnight trips to Wales by GB residents spending £1,588 million. 62% of GB visitors to Wales came for a holiday, 25% to visit friends or relatives and 13% on business. North Wales attracted the largest share of overnight GB tourists on a holiday. The majority of overnight business trips occurred in South East Wales. The Great Britain Day Visits survey indicated that expenditure by day trippers in Wales amounted to over £2.9 billion in 2011.

14. International Tourism in Wales 2011: 879,000 international visitors came to Wales, spending £328 million The four top countries = Republic of Ireland, France, Germany and USA. 42% of International visitors were on a holiday trip, 36% were visiting friends or relatives and 16% were on business during 2011. In total there were some 10.6 million overnight visitors to Wales spending nearly £ 2.1 billion during 2011.

15. The top line results Total annual tourism demand of around £4.2.billion, Gross Value Added (GVA) by Tourism of £1.8 billion. This equates to 4.3% of total direct GVA for the Welsh economy.

16. Wales is a place to ‘holiday abroad at home’ Natural Environment Heritage and Culture Activities and Adventure Events and Festivals Distinctive Destination?

17. What is sustainability? Sustainable/responsible tourism Killing the goose that lays the golden egg Doing things differently How to ‘grow’ sustainably?

18. The challenge

19. There is no Planet B!

20. Shocking fact www.walesfootprint.org/ + + = ? Resources required if everyone consumed as much as the average Welsh person

21. Shocking fact + + = ? In 2010 Ireland had world’s 10th largest ecological footprint Resources required if everyone consumed as much resources as the average Irish person

22. Yng Nghymru…. In Wales…. Dyletswydd cyfansoddiadol yng Nghymru i hybu bywyd ‘un blaned’ Constitutional duty in Wales to promote ‘one planet’ living

23. in Wales….

24. But what does it all really mean?

25. What does ‘sustainable’ look like?

26. Well known, accepted definition Bruntland: "..development that meets the needs of the present without compromising the ability of future generations to meet their own needs” 1987 Our Common Future: Report of the World Commission on Environment and Development www.worldinbalance.net/agreements/1987- brundtland.php

27. A recent definition by Jonathon Porritt Sustainability = the ability to last into the distant future Sustainable Development = the process of moving towards sustainability

28. What does ‘sustainable ’ look like? IF we were ‘sustainable’ every person in the world would be able to satisfy their basic needs and enjoy a better quality of life, without making a mess of the only planet we have, for future generations.

29. What does ‘sustainable’ look like? Or even “what does sustainable tourism look like?” www.responsibletourismpartnership.org/

30. Ideally we need to strike a balance between concerns for ‘People’, ‘planet’, & simply ‘making money’. The BIG challenge is finding ways of dealing with conflicting priorities and competing demands at all levels – business, government, society. What does ‘sustainable’ look like?

32. We have a LONG way to go – check out these ‘UNSUSTAINABLE’ things = things that really are NOT OK wars Water shortages, failed crops, starving people Anti social behaviour The “haves” and “have nots” £££ Credit crunch

33. The interconnectedness of all things True sustainability requires investment in human and social capital not resource depletion.

34. Sustainability is the key driver for innovation….. Harvard Business Review (2009) “In the future, only companies that make sustainability a goal will achieve competitive advantage. That means rethinking business models as well as products, technologies, and processes”. www.hbr.orgwww.hbr.org (Ram Nidumolu, C.K. Prahalad, M.R. Rangaswami)

35. 75% of employees want their companies to balance commercial success with social responsibility strategies (LeapCR) Survey across 10 countries with largest GDP revealed that 93% of consumers say they would buy a product because of its association with a good cause

36. Sir Richard Branson: ‘Screw ‘Business as Usual’ We must learn that doing good is good for business” (19/11/11) If businesses are purely about profit they will not be around for long Generational shift blurring the distinction between ‘doing good’ and ‘doing business’

37. Time to update the definition? Development that ensures realistic growth and consumption expectations in the current generation, while ensuring the capacity of future generations to thrive without conflict. Jerome Baddley. October 2013 environmentalistonline.com

38. Fi/Me Home your community Waterford Ireland Europe THE WORLD Come on – where’s the bit about tourism? Is it really something to do with me? Where do I start?!

39. Mise/Me Home your community Waterford Ireland Europe THE WORLD Come on – where’s the bit about tourism? Is it really something to do with me? Where do I start?!

40. Conculsion:.................to look at ways of stimulating realistic growth expectations in business within the walking/activity segment of the visitor market ensuring the capacity of future generations of tourists and host communities to thrive without conflict.

41. GO RAIBH MAITH AGAT! DIOLCH YN FAWR! THANK YOU The fundamental problem of ethics is not one of identifying what needs to be done but to convince ourselves to do what we already know we ought to be doing…. Einir Young e.m.young@bangor.ac.uk +44 1248 383709 www.wisenetwork.org Sefydliad Cymreig ar gyfer Adnoddau Naturiol Welsh Institute for Natural Resources