EuroEco 2010 Lone Lamark

1. Developing ecotourism in Norway
Lone Lamark
European Ecotourism Conference 2010
Pärnu - Estonia
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2. My background
SUSTAINABLE TOURISM HANDBOOKS
• Sustainable hotel and restaurant management
259 examples on what to do 1998/02
• Hotel «clean up» 1998
• How to measure eco efficiency in small tourism businesses 1999
• Hotel Environmental Management Manual– ISO 14001 & EMAS 1999
• Sustainable Destination Development Manual 2004
• Responsible tourist guidelines 2005
• Ecotourism certification scheme 2008
PROJECTS..
• Global Ecotourism Conference 2007
• Developer of Norwegian Ecotourism Certification Scheme 2008
• Ecotourism Norway 2005-2008
• Sustainable Destination Development Initiative 99-04
• www.greenhotels.no 1999
OWN Consultancy Company from 2008

3. My own ecotourism challenge at SKAGAKAIA in the
arctic islands of Vesterålen
Local food – authentic rooms – culture & storytelling – nature tours

4. Developing ecotourism & certification in Norway
Lone Lamark
European Ecotourism Conference 2010
Pärnu - Estonia
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5. Eco labels & certification available in Norway
• The Eco Lighthouse
• The Rose of Olaf :
Norwegian cultural heritage label
• The Nordic Swan
• The EU-flower
• EMAS/ISO 14001
• Blue Flag
• Certified Norwegian Ecotourism
• + Other national quality labels and standards in
tourism

6. An ecotourism business…
Is nature based…
Benefits local people…
Provides positive experiences for both visitors and
hosts…
Contributes actively to conservation of
biodiversity…
Includes a learning experience for the guests…
Minimizes the negative impacts on environment,
nature and culture…

8. Why eco-tourism?
• A global brand – a marketing and communication tool!
• A defined concept – global identity – local pride
• Holistic approach: business, community, training,
environment, quality, market..
• Global network
• Golden opportunity:
Power to attract tourism industry, the local
authorities, the market, the people and the media .

9. Aim of the Norwegian ecotourism initiative
Establish ecotourism
as a concept, a network
and marked
for nature- and culture based
tourism businesses
in Norway.

10. Cooperation on development of ecotourism
in Norway 2005-2008
• GRIP
• WWF Norway (innitial phase)
• Innovation Norway
(National Tourist Board)
• The reference group
NHO Reiseliv/Hospitality Ass. – WWF – Innovation Norway/Tourist board
- Farmers Ass. - GRIP
• Funding:
Ministry of Environment,
Ministry of Trade and Industry
Ministry of Food and Agriculture

11. Testgroup
◦ Svalbard Villmarksenter, Longyearbyen
◦ Birk, Pasvik
◦ Alaskan Husky Tours, Røros
◦ Vester Ocean Sounds, Lofoten
◦ Spydspissen Villmarksopplevelser, Rena
◦ Lofoten Kajakk, Lofoten
◦ Egalia, Saltdalen i Nordland
◦ Bjørnsonvegen

12. + 9 businesses along the Bjørnson route
• Aulestad
• Kittilbu Utmarksmuseum
• Liomseter
• Kulturstua I Ro
• Ruten Fjellstue
• Dalseter Høyfjellshotell
• Strand Fjellstue
• Skåbu Hytter & camping
• Amundsen Hotel

13. Ecotourism Norway
– an holistic approach
1. Develop guidelines for Norwegian
ecotourism
2. Establish a national certification scheme
to secure quality and credibility
3. Establish a national ecotourism
membership network
4. Guidelines and training to develop
quality ecotourism products.
5. Develop and implement the marketing
plan.

14. First steps was to define:
• Who are the potential ecotourism businesses in Norway?
(Who are we working for and what are their challenges and needs?)
• Who is the marked?
(Who are we developing ecotourism products for?)
• What is ecotourism in Norway?
◦ What is the Norwegian “friluftslivtradisjon”
/ outdoor tradition?
• Critical issues for Norwegian ecotoursim
• Development of a Norwegian
1) Ecotourismconcept
2) Ecotourism network
3) Ecotourism market

15. Strategic decisions
• Take part in and support the strenghtening
of ecotourism as a global quality brand!
• Word to use: ECO-TOURISM
• Business certification, not product!
• Framework:
◦ Agreed international guidelines
◦ Norwegian tourism- and outdoor traditions
◦ Own environmental challenges (and global
challenges)

16. A global framework
An ecotourism business…
Is nature based…
Benefits local people…
Provides positive experiences for both visitors and
hosts…
Contributes actively to conservation of
biodiversity…
Includes a learning experience for the guests…
Minimizes the negative impacts on environment,
nature and culture…

17. A global framework
“Ecotourism is responsible travel to
natural areas that conserves the
environment and improves the well
being of local people ”

18. In Norway we say it like this:
«Ecotourism is
enriching nature and cultural
experiences,
organized by responsible tourism
companies
with consideration for their guests,
the environment and
the local community that
they are a part of»

19. Seven basic principles
An ecotourism business..
1. ..is nature and culture based
2. ..is aware of its own effect on the
environment
3. ..balances ecological, cultural, social and
economic considerations.
4. ..contributes positively in the local
community,

20. Seven basic principles
An ecotourism business..
5. ..contributes to preserving listed
buildings and has local adaptation as a
general goal
5. ..places particularly high demands on
hosts and guides,
6. .. give employees and guests insight into
local culture, the community and the
environment.

21. A quality label – not just an ecolabel

22. Criteria document: 4 themes
1. Quality and
Management
2. Running an
ecotourism Business choice:
business Keep it simple!
3. Use of nature and
culture
4. Profile and
marketing

23. Discussions on
critical issues
• Catch and release vs traditional fishing?
• Hunting and use of natural resources?
• Wildlife watching as ecotourism?
• Use of motorised vehicles? *
• Marketing as a climate change tool? *
• Long distance vs short distance markets?

24. Most challenging criteria: Transport
• Snow mobiles?
• Power boats?
• Motorized adventures/activities?
• Transport of goods?
• Transport of guests during the stay?
• Transport for organized activities?
General rule:
• Use of motorized vehicles for transport in
nature is not allowed.
• Organized activities are not motor based.

25. Discussions on
critical issues
• Catch and release vs traditional fishing?
• Hunting and use of natural resources?
• Wildlife watching as ecotourism?
• Use of motorised vehicles?
• Marketing as a climate change tool?
• Long distance vs short distance markets? *

26. Adressing climate change:
4.4.4
Own marketing activities and the
climate challenges
The company’s marketing is directed
towards closer markets,
limited to Europe,
as an active contribution to reducing the
climate pressures.

27. The prosess - our experience
• Holistic approach including quality label, training,
national network and marketing
• Global framework /global guidelines but locally
developed criteria
• Collaboration with small rural businesses in
developing criteria is vital

28. And we learned that..
The small businesses.. they say they want it to
be simple, but it doesn’t mean few criterias or
few pages…
It means easy to understand what exactly they
are supposed to do!

29. The process towards certification
Step 1: ” Registration & own survey of status
and possibilities”
Step 2: Application + documentation
Step 3: Control on site
Step 4: Approval!

30. The Norwegian Ecotourism Association

31. Marketing
• Market analysis
• Marketing strategy
• Marketing plan: How to reach the right customers
• Ecotourism on Visit Norway
• Ecotourism in official Norway marketing material
• Other marketing activities: 4 prioritised markets

33. Ecotourism a global brand with national logos

34. International collaboration