Pembrokeshire oct2017

Caring for business, people & nature, today & forever
Future Proofing Tourism in
Pembrokeshire
Harold Goodwin
Emeritus Professor, MMU, Institute of Place Management
Director Responsible Tourism Partnership
www.haroldgoodwin.info 1

Future Proofing Tourism in
Pembrokeshire
• That is a big ask……..
• I hardly know the county
• Futurology – shocks and trends
• Tourism is perhaps the easy bit…..
• It will be what we make it …
• In particular it will be what you make it

Some off piste comments
• Global warming will continue for some time
• Different climate effects in different places
• The currency is unlikely to recover its full strength
– good for domestic and inbound tourism
• Public expenditure will be tight – particularly for
tourism and agriculture.
• Infrastructure investment in rural areas will be
very limited
• Holidays taken away will shorten
• Living standards will be stagnant or decline

I did some homework
• To remain the champion of the tourism industry in
Pembrokeshire.
• To develop new markets and maximise sustainable
economic growth.
• To work with marketing partners, provide member
benefits and trade engagement.
The future of tourism in Pembrokeshire is where it
should be - in the hands of the industry and we all have
a great opportunity now to not only shape the future but
also ensure that Pembrokeshire develops and strengthens
its reputation as the premier coastal destination in Wales.

Access = Egress

Car Mileage

Is Pembrokeshire as destination? Or is it destinations?
Market Segments

Sustainable Development:
a long history?
• 1972 World Commission on Environment & Development
• 1980 World Conservation Strategy
• 1987 Brundtland Report & Our Common Future
• 1992 Rio Environment & Development –
UN Commission on Sustainable Development
• 2000 Millennium Development Goals
• 2002 World Summit on Sustainable Development
• 2012 Rio+20
• Sustainable Development Goals
Very little to show for it………

UN IY of Sustainable Tourism for
Development
1. Make optimal use of
environmental
resources
2. Respect the socio-
cultural authenticity of
host communities
3. Provide socio-
economic benefits to
all stakeholders
• Continuous process
requires
• Informed participation
of all stakeholders &
• strong political
leadership
• High level of tourist
satisfaction
2004 Technical Definition
It is not a technical issue. It is a political issue about intergenerational equitywww.haroldgoodwin.info 9

Why Responsibility?
• to respond, to act,
• responsibility implies and requires action.
• critical to creating change is acknowledging
and owning up to problems, and taking
responsibility for making changes.
• Responsibility is free – you can take as much
of it as you can handle

What is Responsible Tourism?
• Identifying issues which matter and address
them through tourism
• a triple bottom line approach to Tourism
Management
• a way of travelling – it offers a better
experience
• a movement
• diverse: particular to cultures, places and
organisations
• characterised by transparency
• requires the acceptance of responsibility and
the willingness to take action

Responsible Travel takes a variety of forms, it is
characterised by travel and tourism which
1. minimises negative environmental, social and
cultural impacts;
2. generates greater economic benefits for local
people and enhances the wellbeing of host
communities, by improving working conditions
and access to the industry;
3. involves local people in decisions that affect their
lives and life chances.
Cape Town Declaration 2002

4. makes positive contributions to the conservation of
natural and cultural heritage and to the maintenance
of the world’s diversity;
5. provides more enjoyable experiences for tourists
through more meaningful connections with local
people, and a greater understanding of local cultural
and environmental issues;
6. provides access for physically challenged and socially
disadvantaged people; and
7. is culturally sensitive and engenders respect between
tourists and hosts.

Tourism: an opportunity?
• Tourists can bring additional spending power to a
community – jobs and economic development.
• Tourism can provide resources for environmental
conservation
• Tourism can provide social benefits keeping young
people in rural communities and valuing cultural
heritage – it can keep young people in rural areas
• But the value has to be captured and the impacts
have to be controlled – tourism has to be
managed.

Sir Colin Marshall
British Airways 1994
Tourism and the travel industry “is essentially
the renting out for short-term lets, of other
people’s environments, whether that is a
coastline, a city, a mountain range or a
rainforest. These ‘products’ must be kept
fresh and unsullied not just for the next day,
but for every tomorrow”

Successful tourist destinations
• offer the visitor something
unique
• they create a sense of place, an
identity which is different from
their competitors….
• no two communities are ever
exactly the same…
Who to attract/invite?

Experiential Tourism
• The experience
economy
• Seeking memorable
experiences
• Driving increased
tourism
• Viral marketing
• Engagement in culture,
community and the
environment
• Shared product of host
and guest
• Quality, depth,
create memories
You can taste the difference?

Overtourism: the fig leaf falls off
The fig leaf of sustainability
Bumping up against the limits
to growth
Social & economic conflict

From the ridiculous to the sublime…..

The main attraction is the public realm.
The public realm is for free – but it
needs to be cleaned & maintained

The tragedy of the commons
• Public realm goods are
– Non-rival (light & view)
– Non excludable
But nowhere has infinite
capacity?
Tourist behaviours affect
capacity.
• “Therein is the tragedy.
Each man is locked into a
system that compels him
to increase his herd
without limit - in a world
that is limited. Ruin is the
destination toward which
all men rush, each
pursuing his own best
interest in a society that
believes in the freedom of
the commons.”
• Hardin 1968

Honey pots
• 2008 In the mile walk from the harbour to
St. Non's Chapel there were:
• four groups coasteering, comprising
three young adults exploring alone,
two groups of children with
instructors, and one group of adults
with instructors.
• two pairs of fishermen fishing from
the sandstone ledges.
• three groups of climbers.
• two small fishing boats, one checking
lobster pots.
• two groups sailing kayaks and canoes.
• half a dozen groups of walkers.
• three families picnicing.
• one family crabcatching off the
harbour wall.
1. Recreational use
conflicts
2. Loss of habitat
3. Disturbance of wildlife
4. Erosion
5. Litter
6. Infrastructure stress –
toilets, car parks.
7. Congestion lanes and
slip ways

Erosion caused by Recreation
Pembrokeshire Coast Path
10,500 long distance walkers #
275,000 access walkers
“1996/97 revealed that only 4%
of users thought that their
walking experience had been
spoiled by the effects of erosion.
It is true that erosion is less of a
problem in Pembrokeshire than
on other National Trails.”

Pollution free?
For Free?

Overtourism the antithesis of
Responsible Tourism
Responsible Tourism
• Making better places to live
in and better places to visit
• In that order
• Running up against the
limits to growth
Overtourism
• Overtourism describes
destinations where hosts or
guests, locals or visitors, feel
that there are too many
visitors and that the quality
of life in the area or the
quality of the experience
has deteriorated
unacceptably.

Tourism is a polluting industry
• Travel and greenhouse gas emissions
• Litter, trampling – management costs
• Use of the public realm – the commons,
congestion.
• Social and economic impacts on the high
street and in villages
• Induced effects with migration, second homes
and holiday lets – villages can be hollowed
out.

Crowding

The realisation of benefits depends on
• the creation of employment at all skill levels and
where there is existing capacity –
wage/progression/additional income
• the additional facilities, restaurants, festivals,
markets, attractions and retail …. ;
• the extent of linkages to existing local economy -
maximise linkages and minimise leakages
• It is not just about the money: sense of pride
generated by “being known”
• the extent of local/non-local ownership of tourist
enterprises – small scale and low risk.

Off season
Focused,co-operative opening &
marketing
Repeats & referrals

The moments and times we treasure?
• Temporary resident
• Culture – Celtic
• The back streets
• That conversation or
encounter with the
‘other’
• Hosts & Guests

Tourism is not a natural phenomenon
• Tourism is what we – the
producers and the
consumers – make it
• Hosts & Guests
• Visitors and tourists
• It is a social construct
• We can make it better
• Access = Egress
• The metrics matter
– International arrivals
– Length of stay
– Spend and retained yield
– Key question is does a
destination use tourism or
is it used by it?

I haven’t talked about certification.
Why
• Because it is the right thing
to do
• Cost reductions
• Because it is expected
• Referrals
Marketing
• Solar heating = cold
showers
• The visitor should be able to
see it and experience it
• Enhance the guests should
have an enhanced
experience

Partnerships and collaboration
• The competition is
other destinations
• Co-operation is
essential
– Attractions
– Activities
– Operators
– Accommodation and
– the communities
• But the choice of target
market has real
consequences for
existing businesses ….

Take responsibility
• to use tourism achieve
sustainable development
• sustainable development
through tourism
• the aspiration of
Responsible Tourism is to
use tourism rather than to
be used by it.
• Talk to your suppliers
• Talk to politicians
• Schools, parents, farmers …
• Livelihood diversification

www.wtmresponsibletourism.com/
www.wtmlondon.com/en/events/
http://haroldgoodwin.info/links/

Pembrokeshire oct2017

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Pembrokeshire oct2017