Guiding the Tourism Industry Toward an Environmentally, Socially and Economically Responsible Future 1
3
Sustainable Tourism: The Key to a Bright Future When travelers envision the ideal vacation spot, they may picture dappled sunlight filtering through a vine-laden tropical forest, pulsating with the raucous calls of toucans and howler monkeys; or a white-sand beach alive with sea turtle hatchlings wobbling their way across the sand to the warm waters of the ocean. Whatever their image of an ideal retreat, its future depends on a responsible tourism industry that is committed to protecting the environment and the well-being of local cultures and helping the people who live in and near these destinations derive economic benefits from the tourists they host. one that is environmentally friendly, culturally aware and economically advantageous to local communities and tourism businesses. Through our sustainable tourism program, we help companies assess the impact of their activities and implement socially and environmentally responsible practices as well as educating consumers about how their travel choices can reward those businesses that are sustainably managed. To ensure that these idyllic locations survive in reality, and not just in the minds of millions of intrepid travelers, the Rainforest Alliance works with hotels, tour operators and other important members of the tourism industry to create a sustainable future, 2 5
More Than 900 Million People Travel Every Year! How Does the Rainforest Alliance Help the Industry Achieve Sustainability? For people who live in biodiversity-rich areas, tourism is a growing source of income, but many of the plant and animal species that make these destinations so attractive to visitors are now in danger of being destroyed. While the tourism industry has contributed to the problems plaguing these locations through pollution, habitat destruction and the displacement of wildlife and local people it can also be part of the solution, by providing incentives for conservation and community development. Providing verification services that help assess Promoting agreements with tour operators sustainability performance. at the local and international levels in order to increase marketing opportunities for sustainable Offering training in best practices for business tourism businesses. owners and administrators and preparing them for the option of certification. Facilitating the development of regional and global standards for sustainable tourism and in Building consumer demand for sustainable creasing the credibility of, and market support for, tourism and helping the public make responsible sustainable tourism certification. travel choices. Establishing strategic alliances with local and international authorities within the tourism sector. 4 We work with lodging providers, tour operators and other members of the tourism industry by: 7 5
Fostering a Green Tourism Industry Join Us Today Strengthen Your Business for Tomorrow To learn more about the Global Sustainable Tourism Criteria and the Tourism Sustainability Council, please visit: www.sustainabletourismcriteria.org & www.stscouncil.org The Rainforest Alliance promotes certification programs preferably those accredited by the Tourism Sustainability Council (TSC) as a way as a way of recognizing businesses that demonstrate a genuine commitment to the environment and the well-being of local communities. All of our technical assistance and training manuals, modules for tourism businesses and verification tools comply with the Global Sustainable Tourism Criteria, which were established internationally in 2008 and form the basis of the TSC s accreditation of certification programs. The training and assistance that we provide to those businesses that participate in our program help them comply with the international framework for sustainable tourism a system based on the twin goals of benefiting and doing no harm to local communities and the environment. Our services also help tourism businesses prepare for the option of pursuing an accredited certification. 6 You, too, can join the growing numbers of businesspeople who offer sustainable tourism options. These forward-thinking entrepreneurs are helping to overhaul the tourism industry by enabling it to contribute to a healthy environment and the well-being of local communities while benefiting from new and expanded business opportunities. The objective of our program is to steer your business towards sustainability. Through the adoption of best management practices, the use of cleaner technologies and a commitment to social and environmental responsibility, you ll help increase the quality of the service that you provide to your clients, improve your relationship with the community and gain access to strategic networks. 9 7
What Does The Rainforest Alliance Offer Your Tourism Business? Choose the path to better business opportunities! 1 The training and technical assistance necessary to operate a sustainable business. 2 An integrated marketing and communications strategy to improve your company s position in the highly competitive international tourism market. 3 The tools to connect with an educated and discerning public that is increasingly demanding sustainable tourism options. 8 The Rainforest Alliance will provide your business with the tools and assistance necessary to improve your position in a continually growing and increasingly competitive market. 11 9
Three Steps to Sustainability By participating in the Rainforest Alliance s sustainable tourism program, your company will take part in a three-step process designed to help you to move toward a sustainable operating model: Step 1: Sustainability and Best Practices Training Geared for the owners, administrators or staff of tourism businesses, our two-day training workshops provide background information on sustainable tourism, best practices and certification as well as the tools needed to design a customized sustainable tourism action plan. Step 2: Technical Assistance This phase allows businesses to: Assess their initial performance. Design and execute a customized plan for making their operations more sustainable. Take steps toward achieving sustainable tourism certification, if desired. Monitor progress periodically to ensure continual improvement. 10 Technical Assistance Plan We re with you every step of the way 1 Signing the agreement The participating business and the Rainforest Alliance determine the scope and activities for each step. 2 Sustainability performance verification The business s current sustainability practices are evaluated and scored using a point system that identifies areas in need of improvement, monitors progress and determines eligibility for marketing and communications benefits. 3 Technical assistance Practical assistance is provided during two days of field visits, focusing on those areas most in need of improvement and offering specific, workable solutions. 4 Individual technical assistance The Rainforest Alliance offers additional three- to five-day technical assistance packages including field visits led by one of our experts to help a business concentrate on specific needs. 5 Monitoring and verification Businesses undergo periodic evaluations (every 12-18 months) to verify and guarantee their compliance with sustainability criteria. 13 11
Step 3: Marketing and Communications Businesses that perform well in our program earn a variety of marketing benefits. For example, you ll be able to link your business with strategic tourism markets as well as create and strengthen your relationship with major companies and international supply chains including hotels, tour operators and tourists. The privileges are divided into three levels and are obtained based on the points that a business achieves during the verification stage. A company can move up to the next level when it demonstrates additional improvements and/or becomes certified, preferably by a TSC-accredited program. Creating New Opportunities for Your Business 12 Costs Rainforest Alliance program fees are based on the location and specific needs of the business. For more information, please contact the Rainforest Alliance s sustainable tourism program at: sustainabletourism@ra.org Benefits of Participating in the Rainforest Alliance s Sustainable Tourism Program Level 1 2 3 Level of compliance with criteria Technical, marketing and communications benefits earned Less than 50% 50 to 74% 75% or more Use of technical tools developed by the Rainforest Alliance to improve sustainability performance. Ten percent discount on additional technical services. Possibility of receiving subsidized marketing and technical services (only in countries where funds are available). Rainforest Alliance newsletter mention of the company s commitment. Additional five percent discount on technical services. Inclusion in familiarization (FAM) trips to the region where the business is located. Possibility of inclusion in the Sustainability Spotlight section of the Rainforest Alliance s home page. Inclusion in the Rainforest Alliance online directory of sustainable businesses in Latin America: SustainableTrip.org and ViajeSostenible.org. Permission to use the Rainforest Alliance verification seal for approved purposes. 15 13 Benefits of level 1 + Benefits of levels 1 & 2 + Participation in online training sessions and special forums on technical themes and marketing. Representation at fairs and other events and press trips in a company s region. Inclusion in CDs, catalogues and other Rainforest Alliance promotional materials. Written recommendations from the Rainforest Alliance to help bolster a company s application for appropriate national and international contests. Opportunity to be included in Web portals and green directories via our agreements with key organizations and businesses in the tourism industry.
Sustainable Tourism Program To join the program or for more information, please contact us at: sustainabletourism@ra.org www.rainforest-alliance.org The Rainforest Alliance works to conserve biodiversity and ensure sustainable livelihoods by transforming land-use practices, business practices and consumer behavior. Photo credits: cover, stock; inside cover, Charlie Watson; pg 1, stock, Alexander Bryuzgin; pg 2, stock; pg 3, stock; pg 4, Rainforest Alliance, stock; pg 5, stock, courtesy of Huaorani Eco-Lodge, courtesy of M/Y Beagle; pg 6, courtesy of Lapa Rios, Robert Goodier, courtesy of Pachira Lodge; pg 7, stock; pg 8, Andrejs Silds; pg 9 courtesy of Jessica Webb; pg 10, stock; pg 11, Rainforest Alliance.