Author: Mary Mulvey (Ecotourism Ireland) Presentation for Topic 1: Improving the Benefits provided by Certification Programs and Standards 2nd European Ecotourism Conference 23-25 October 2013, Romania

1. Improving the benefits provided
by Certifcation and standards

2. Contribution Cert schemes as
marketing tool
• 1. Can ask as good quality control also if
selection criteria is implement (Certification is not
suitable for all )
• 2. Creator of innovative nature experiences
• 3 Enhance the destination , embrace
conservation
• 4 Working with Top CSR companies eg
Google , Intel , staff vouchers etc
• 5 Cross market appeal for some products
other labels .

3. • Ecotourism defined by TIES the international
Eco Tourism Society as
“ responsible travel to natural areas that
conserves the environment and improves the
well being of local people "

6. Greenbox project Developed
Ecotourism in 3 ways
• Three distinct areas: total budget €3Million
– Delivery of a Capital Development Programme
€1.1 Million Euros to assist ecotourism operators
to expand or encourage new entrants to the
industry ( No Policy on island of Ireland )
– Building up a dynamic Network ( failed 2009 )
– Providing Marketing and Development supports
– Developing Certification & Standards .
– Demand since 2006 all over Ireland for their own
Greenbox , in other regions .

7. Outputs –Lessons Learned
Greenbox
• No Ecotourism policies embedded post
funding by any 6 regional agency despite
supporting funding applications cross border
• Many individuals /Small tourism businesses
involved for free training & Grants provided ,
long term commitment to sustainability ?
• The economy changed people/agencies had
less time and in a survival mode since 2009

8. Government’s response
• Programme for Government 2007-2012
“Seek, with the Tourism Agencies and Local
Authorities, suitable areas to develop and
promote eco tourism, as well as enhancing
the existing Northwest Project,
the Green Box”.
Dec 2009-Smart Economy
Economic Renewal Framework
“We will develop a nationwide strategy
for eco-tourism
and associated marketing campaign”.

9. 2012/2013
Regions working towards Ecotourism
Duhallow North Cork - rare bird hen harriers
Burren Second Group to be certified .
North Kerry – 4 small hubs includes Tralee
Wetland Centre /Pods Ireland .
• Meath , East Galway .
•
•
•
•

10. The importance of accreditation (eco tourism providers) to
holidaymakers
Where accreditation is concerned, those who have an interest in eco tourism appear to award it
the greatest importance, Dutch and Danish holidaymakers awarding it least, in line with what
appears to be lower interest generally.
Avg. importance score
Total
Engaged in ecotourism
Willing to pay more
19%
9%
16%
48%
41%
28%
42%
France
8%
50%
Germany
13%
47%
52%
19%
15%
USA
16%
49%
NL
18%
4.8
32%
48%
5
34%
53%
'not important' 1 - 3
5
36%
Great Britain
Base:7092
5
43%
42%
4.8
4.8
35%
58%
53%
5.2
42%
Visited Ireland
Denmark
5.3
56%
11%
15%
5.4
50%
Ireland
Most likely
4.7
33%
25%
33%
'somewhat important' 4 - 5
14%
4.6
3.5
'very important ' 6 - 7

11. Discoverireland.com

12. Tourism Boards
Sir Richard
Branson died his
beard green for
St Patricks Day !

13. Label Developed in 2009 –based
on work of Greenbox 2005-2009
In association with
Advisory Panel
with

16. Resources
First Real publication with
Ecotourism Educational
aspect for all .At the time
2009 needed –fear factor
real .Now no longer
needed to convince small
business Confusion over 4
accreditation labels for
accommodation and lack ,
resources, marketing now
the issues and no
understanding in product
development advise at
national & regional level
New Edition 2012 written no
funds to publish

17. Networks that share and work
•
•
•
•
•
Coast Project Cornwall
http://www.coastproject.co.uk
Community Based Social Marketing
www.cbsm.com
Tourism must adopt and design public
awareness communication methods & trends
that are educating sustainable behaviour in
travel , A great resource website of public
programmes worldwide etc

18. GREEN HOMES
CULGREEN.IE
YOUNG
ENVIRONMENTALISTS
TRANSITION TOWNS
GROWING
GREEN
COMMUNITIES
EPA
NATIONAL CLIMATE
CHANGE CAMPAIGN
LAPD
GREEN
BUSINESSES.IE
MACROOM E
DUNDALK 2020
GREEN
ENERGY
ENERGY
NEIGHBOURHOODS
TIDY TOWNS
GREEN HOTELS
POWER OF
ONE
GREEN
SCHOOLS
NATIONAL SPRING
CLEAN

19. Green prescriptions
Community Gardens

20. Future Ecotourism Europe needs to be Global
like our consumers !
We are not suceeding in communicating trust , common standards
and reason to buy our sustainable products why ?
Fair Trade International
-Consumer sales increased significantly in key markets, including:
Germany (33 percent), the Netherlands (26 percent), Sweden (28
percent), Switzerland (15 percent), and the UK (16 percent). Last year
average sales in all other Fairtrade markets increased by over 20
percent compared to 2011.
Organic Food Biofach –Nurenburg Germany 2013
Growth Records of Success 2013
•2.207 exhibitors (VIVANESS: 206)
•41.794 visitors from 126 countries (international share: 44 %)
•Top 5 countries for visitors: Germany, Italy, Austria, France and the
Netherlands
Country of the year Romania !
☺

21. Can Ecotourism help join up some European Dots on the
Eco Consumer Map –Destinations & Consumer items ?

22. Lessons Learned
1Changing policy can only happen with education ,
2 Partnerships need to based on meaningfull
engagement
And not funding / project based .
3 Policies need to be long term it is a slow
development process to get buy in and private
sector needs also to see benefits eg Cost Saving /
Marketing advantage etc
4 Linkages with all other sectors Agriculture ,
Food , Transport etc needs to be involved at
destination level , these agencies rarely work
together and need training also
5 Working with communitiy groups , smaller
providers is
Not usually what tourist boards do , its harder
work but critical for ecotourism developments etc

23. Its About Building “Bridges” Together