STRATEGIC PLANNING FOR SUSTAINABLE TOURISM DEVELOPMENT

Transcription

1 STRATEGIC PLANNING FOR SUSTAINABLE TOURISM DEVELOPMENT Long Point World Biosphere Reserve and Norfolk County Workshop Presented by: January 12,

2 Overview What is Strategic Planning? Understanding Sustainability What is Sustainable Development? What is Sustainable Tourism Development? Strategic Planning for Sustainable Tourism Development 2

3 What is Strategic Planning? Process that is used to define a vision and future direction for an organization, business, region, entity or person Identifies strategic priorities that will help to achieve the vision Results in a plan that guides decisions on allocating resources to realize the priorities 3

4 Understanding Sustainability Sustainability does not require a loss in the quality of life, but does require a change in mind-set, a change in values towards less consumptive lifestyles. These changes must embrace global interdependence, environmental stewardship, social responsibility and economic viability. Guiding Principles of Sustainable Design 4

5 What is Sustainable Development? Lots of definitions, standards and guidelines Meets the needs of the present without compromising the ability of future generations to meet their own needs. The Brundtland Commission 5

6 What is Sustainable Tourism? Various definitions and terms -Sustainable tourism, green tourism, ecotourism, responsible tourism, geotourism, etc. 6

7 What is Sustainable Tourism? Tourism which actively fosters appreciation and stewardship of the natural, cultural and historic resources and special places by local residents, the tourism industry, governments and visitor. It is tourism which can be sustained over the long term because it results in a net benefit for the social, economic, natural and cultural environments of the area in which it takes place. Parks Canada and Tourism Industry Association of Canada,

8 Canadian Charter for Sustainable Tourism (TIAC) Code of Ethics & Guidelines for Sustainable Tourism 8

9 Strategic Planning for Sustainable Tourism Development 9

10 The Approach Vision-led Process Back-casting Picking the low-hanging fruit Bottom-up approach towards change 10

11 The Approach - Continued Leading from the Side Holistic, systems approach Broad involvement from partners On-going support and monitoring 11

12 The Core Elements Strategic Planning, Partnerships & Operations Sustainable Marketing, Customer Service & Sales Vision for Sustainable Tourism Development Sustainability Principles & Values Sustainable Tourism Offerings 12

13 Strategic Planning, Partnerships & Operations Sets direction for internal operations Who needs to be involved? How are you going to make it work? 13

14 Sustainability Principles & Values What is your level of commitment to sustainability? Adopt Canadian Charter for Sustainable Tourism? Adopt a Program (e.g. Green Globe, The Natural Step, Becoming Carbon Neutral, Leadership in Environmental and Energy (LEEDS), etc.)? Create your own program/principles/values (e.g. include local foods, products, resources, etc.)? Align with other Biospheres? 14

15 Sustainable Tourism Offerings Who is your market? What do they want? Inventory and analysis of existing tourism offerings what level of green do they offer? Are they market ready? Market Match to Products/Experiences Available 15

16 Identify existing market ready experiences & gaps Long Point Eco-Adventures 16

17 Sustainable Tourism Gaps - Continued Non-Capital Projects: designed to help create/enhance products/experiences (e.g. self-guided or guided biking tours, birding tours, internal and external educational materials on greening, signage, active transportation, events, etc.) Capital Projects: Land and water trails; buildings/interpretive centres, observatories, green technologies (e.g. wind, solar, etc.), sustainable building designs, etc. 17

18 Marketing, Customer Service & Sales Brand & messaging for Sustainable Tourism Offerings based on principles/values Marketing Strategy and Tactics (individual and partnered opportunities) Customer Service and Sales 18

19 1/18/2010 The world will not evolve past its current state of crisis by using the same thinking that created the situation. - Albert Einstein - 19