N3 Gateway Tourism Association Member Workshop Feb - Mar 2017

1
Members’ Workshop Series 1
Niki Glen & Lori Voss & Matthew Drew
Pietermaritzburg / Underberg / Mooi River / Dundee / Clarens / Maseru
Funded by

Overview
2
Introductions
What is Sustainable Tourism
What does it mean for Tourism
The Value of a Tourist
The Value of Small Business
The Value of Data
Tourism Marketing & Social Media
N3 Gateway Successes & Planning
Q&A

4
UNWTO / UNEP
“tourism that takes full account of its current
and future economic, social and
environmental impacts, addressing the needs
of visitors, the industry, the environment and
host communities”
What is (Sustainable) ~Tourism?The most critical issue of all!

6
What do tourists see?
Art
Culture
History
Architecture
People
Communities
Natural Beauty
Biodiversity
Sports
Beautiful airports
Friendly people
Protected
Animals
Culture History
Protected Plants
Copyright Sustainable Tourism Partnership Programme
2014 All Right Reserved

7
What do NOT tourists see?

The value of a tourist
Is she a tourist
or not?
Copyright Sustainable Tourism Partnership Programme 2014 All Right Reserved

$
$$
$$$
$$$$
$$$$
$$$$$
Hungry
Head
Ache
Needs
Cash
Needs
Petrol
Wants
Action
Needs
Jersey
Wants
cultural
experience
The value of a tourist

For every 12 tourists, 1 full time job is created
In first world economies

11
Tourism contributes
10 % of GDP world wide
What is the issue?

For every 22 tourists, 1 full time job is created
In emerging economies

14
Tourism contributes
10 % of GDP
but receives
0,01% of development funding world wide
:- Taleb Rifai UNWTO 2015
What is the issue?

$
$
$
$
Select few people
benefit from
tourism
Impoverished
communities / lack
of transformation
Sport /Recreation
Nature
Sea
Business
People, Culture, History
....all local communities
participate in tourism and
benefit from tourism $pend....
Sun
What is the issue?

What do tourists see?
16
Littered landscapes
Poverty
Crime & Violence
Unfair labour practices
Water pollution
Homeless
Copyright STPP 2014- All rights reserved

1717
Businesses need to ensure that
they are compliant and ethical
Ethical practices
Trained guides
Is their house in order?
Compliance
Tourists are becoming
aware of their impacts

19
UNWTO / UNEP
“tourism that takes full account of its current
and future economic, social and
environmental impacts, addressing the needs
of visitors, the industry, the environment and
host communities”
What is (Sustainable) ~Tourism?The most critical issue of all!

Visitor
needs
• Safety
• Security
• Information
• Communication
• Quality
• Service
• Healthy
environment
• Infrastructure
Industry
needs
• Economy
• Regulation
• Market access
• Investment
• Public / Private
collaboration
• Infrastructure
Environment
needs
• Conservation
• Resources
efficiency
• Low carbon
footprint
• Waste
management
Community
Needs
• Healthy
environment
• Education
• Jobs
• Communication
• Infrastructure
What is (Sustainable) ~ Tourism?
4 PILLARS

Environment
Society and
Culture
Economy
Operational
excellence
Market Access
Grading
(Quality
Assurance)
Universal
Access
Service
Excellence
Responsible
Tourism
Quality &
Service
Definition of Sustainable Tourism
Business
Associations
Community
Destination
Region
Province
National

22
“Tourism is an excellent vehicle for poverty
alleviation…”
“HOW” is what the N3 Gateway is starting to apply

Decor
Soaps Linen
Decor
Coffee
Tomato
Sauce
Olive Oil Mangoes
Oranges
Establishment
in the Midlands
Ensure that the right people benefit from tourism
We have to look at the value chain

24
Decor
Soaps Linen
Decor
Coffee
Tomato
Sauce
Olive Oil Mangoes
Oranges
Guesthouse in the Midlands
We have to look at the value chain

Some Examples

3030
Chef’s Uniforms
Table cloths
Food preparation Food gardens
How many jobs does a
plate of food affect?
Staff crafter

3131
Gowns and slippers Amenities
Carpenters
Plumbers
Electricians
Guest has to sleep
Lamps
How many jobs does a
room night affect?

Optimise the Multiplier Effect
Impact of tourism spend on local products,
services and informal economies
Minimise Leakage
Minimise the spend on goods and services
bought outside local community
Local
Regional
National
International
Local
Regional
National
Int’l
Transformation
Tourist Dollar
local buying power created
Outcomes of Sustainable Tourism Implementation

How are we addressing tourism impacts?
Average 10 bedroom
guesthouse can
consume 400,000 litres
(400 kl) a month
Source GTA Training 2015
1 kWh electricity
purchased from =
1.0kg of CO2e emmitted
Eskom website 2013
Oxfam has calculated that 13 million South Africans
go to bed hungry every night in South Africa.
….the country….manages to dump food valued at
R60 billion
Daily Maverick 3 September 2015

37
Basic Economics
 Reduce Cost
 Increase Income
 Lower Compliance Barriers
 Be a good employer
 Protect your assets
 Contribute to local
prosperity
ST
SELF COMMUNITY OTHER
Water & Energy
Saving
_____
Indigenous
Gardens
_____
Guest
Communication
_____
Waste Separation
______
Marketing your
business
Local Purchases
_____
Vegetable
Gardens
_____
Guest
Communication
_____
Waste Removal &
Management
_____
Marketing your
Town / Region
By-Laws
_____
Rates& Taxes
_____
Historical
_____
Infrastructure
_____
Sercvices
_____
Conservation
Facilitated collaboration
Mobilisation
Simplify
The journey starts here
FEEDER FOR CERTIFICATION BODIESHow do we create a sustainable tourism industry?
Look at all the
complex concepts
MobilisationMobilisation

Step 1: Take ownership
Well, if no one is willing to take responsibility for it,
we’ll blame it on government

Step 2: Join an association, be the champion
Compliance, marketing, funding – all of us is better than one of us

Profit
Income
Bed nights
Food &
beverage
Activities
Retail
Cost
Profit
depleting
Rates & taxes
Water &
electricity
Consumables
Fees, charges
Profit
enhancing
Marketing
Staff training
Quality
assurance
Step 3: Look inside your own business
Choose one thing!

Income
o Pricing
o Uniqueness
o Multiple sources
o Number of competitors
o Value of the tourism destination
Look at your strategy for driving more income

Profit depleting
o Reduced energy consumption
o Reduced water consumption
o Less waste in, less waste out
o Bulk discounts / bargaining power
o Reduced compliance costs
o Reduced transactional costs
Save costs and implement environmental best practice

Profit enhancing
o Social Media / website
o Marketing
o Association
o Quality assurance
o Service excellence training
Redirect costs from cost depleting to cost enhancing

Step 4: Start measuring
Select what is relevant to your business
1 Energy usage kWh per month per unit*
2 Water usage kilo-litres per month per unit*
3 Waste Kg (or bags) of plastic, tins, glass, paper and wet
waste
4 Food Plates / percentage waste
5 Cleaning Litres of cleaning products
6 Towels / sheets / table
cloths washed
Number of towels / sheets / table washed daily

54.4%
29.5%
16.1%
45.2%
35.7%
19.1%
0%
10%
20%
30%
40%
50%
60%
Profitable Break even Loss making
Smaller
Accommodation
47
How is my business doing?

48
4 Star
70 rooms
4 stories
50 staff members
Swimming pools
Conference
rooms
Inhouse laundry
Water Energy Waste Occupancy Profitability
Hotel 1 Hotel 2

49
0.0
50.0
100.0
150.0
200.0
250.0
300.0
1 2 3 4 5 6 7 8 9 10 11 12
Kwhperbednight
Months
Energy Consumption per Bednight

50
How many jobs are created by tourism stakeholders?
What is the GDP contribution of
tourism local economies? WHAT
OTHER OPPORTUNITIES EXIST TO DEVELOP
TOURISM PRODUCTS? Where does leakage
from local economies occur? How much
bargaining power do we have?
What is our collective energy consumption?
What is the collective quality of our
offering? What do tourists want?

Step 4: Make your staff the champions
Case study – reduce waste to landfill and incentivise your staff
• Staff are given the recyclables &
space
• They sort and then sell to buy-back
centre
• Proceeds are invested into education
fund for staff children and for
additional bonusses
• Staff identified the opportunity to
engage other establishments in the
area

Step 4: Make your staff the champions
Case study – better quality, happier staff, successful business
• Staff bonuses linked to point system
• Additional points for complements
from guests
• Additional points for successful
grading
• Additional points for helping out at
events and community events

Step 5 : Pick the low hanging fruit

Step 6 : Don’t be a lone ranger

Most businesses have similar needs

Get access to finance
• Share data
• Create a plan
• Negotiate better bulk discounts
• Get access to finance
• Brag about successes

Log in
Subscribe collectively to a comprehensive programme
EXAMPLE
ONLY

Betty’s Bistro has diverted
1,4 tonnes
of wet waste from landfill in 2017
Underberg T&H industry has diverted
53 tonnes
of wet waste from landfill in 2017
or
Images – Bokashi South Africa
http://www.treehugger.com/

Sam’s cycles has recycled
25,000 water bottles + 20,000 tins
R3500
Kokstad T&H industry has recycled
500,00 water bottles + 400,000 tins
R70,000
or

Find green products that are:
• Available
• Works
• Affordable
• Has good distribution
• As local as possible
*Images only for example, not
recommendation
*

Step 7 : Use, support promote local
Enhance the uniqueness of your offering while engaging local cultures
• Tourists want to know about
local
• Make space available for local
merchandise to be sold
Images – WowZulu
Images – SANPARKS

Step 7 : Use, support promote local
Enhance the uniqueness of your offering while engaging local cultures
• Tourists want to know about local
customs, arts, crafts and culture
• Introduce these through e.g. staff
uniforms and décor
• Support local industry training

Be a champion
for tourism on
the N3 corridor
Thank you!

64
Members’ Workshop Series 1
Niki Glen & Lori Voss & Matthew Drew
Pietermaritzburg / Underberg / Mooi River / Dundee / Clarens / Maseru
Funded by

65
Business Planning & Special Projects
Revised N3 Gateway Strategy

66Breakdown of tourism businesses along the N3 Gateway
N3 Gateway – current stakeholder base

67
N3 Gateway Portfolio of Projects
Capacity Building & Transformation
Project Name
1. Sustainable Tourism Implementation for Tourism Businesses
2. Crafters for Tourism Association
3. Adventure Tourism Incubator
4. Howick Tourism Clean-up Programme
5. Ladysmith Trails Feasibility Study and Business Plan
6. Mooi River Young Chef Development Programme
7. Tour Guide Training
8. Van Reenen Siyathuthuka Centre
9. Sustainability Base Line Study

68Prioritisation Matrix – Soft Areas
 Active for a number of years / growth of existing
 Has an existing champion
 A detailed business plan
 Owner is N3 Gateway Association / Member
 Project addresses strategic areas in N3 Gateway scope
 Project impacts are mainly realised
How do we prioritise?

69Prioritisation Matrix – Objective Areas
 Cost Implication
 Securing other/ matching sources of funding is already in progress
 Ease of Implementation
 Will lead to creation of permanent jobs for PDI's
 Will lead to creation of temporary jobs for PDIs
 Aids in the geographic spread of tourism and development of rural
tourism
How do we prioritise?

71Key issues to be addressed
1. Spatial definition of the area that is to be the subject to the
tourism strategic planning process.
2. Understanding that all tourism is a ‘market driven’ as
opposed to a ‘product driven’ industry.
3. A case study analysis will be the third key issue to be
addressed.
4. Fourth key issue is to review the technical and
accessibility requirements
5. Fifth key issue relates to environmental legislation and
planning within the context of the business opportunity

72SWOT, Vision and Gap & Options Analysis
• Having investigated and assimilated the data and
research from the above components, a SWOT
analysis is conducted, a shared vision is
crafted and a gap and option analysis carried
out.
 This will enable the project stakeholders to make
an informed decision as to whether to proceed or
not.

73Adventure Tourism Incubator
Project Example – Karkloof ATI

 The trails in the Karkloof now attract on average 400
recreational riders per month; and
 The annual Sappi Karkloof MTB Classic attracts on
average 3000 riders and 2000 spectators. Tourism
KwaZulu-Natal estimated the direct economic impact
of the event to be R12 million.
 TKZN and NSC have recently completed an economic
impact assessment of recreational trail use in the
Karkloof – Direct ecomic impact of R72 million and
indirect of R153 million.

N3 GATEWAY
ADVENTURE TOURISM INCUBATOR
ACTIVITY Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9
Phase 1
Stakeholder Meetings & Inception Report; Month 1
Phase 2
Basic Trail Maintenance & Building Training; Months
2 - 8
Phase 3
Advanced Training; Months 9 - 18
ACTIVITY Month 10 Month 11 Month 12 Month 13 Month 14 Month 15 Month 16 Month 17 Month 18 Month 19
Phase 3
Advanced Training; Months 9 - 18
Phase 4
Close Out Report; Month 19

78
“Revenue generated by the adventure
tourism industry in SA = R4.6 billion ”: -
Dirty Boots
“HOW” is the tourism industry’s main challenge

79“HOW” is the tourism industry’s main challenge

N3 Gateway Tourism Association Member Workshop Feb - Mar 2017

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Destaque

Destaque (14)

Semelhante a N3 Gateway Tourism Association Member Workshop Feb - Mar 2017

Semelhante a N3 Gateway Tourism Association Member Workshop Feb - Mar 2017 (20)

Último

Último (20)

N3 Gateway Tourism Association Member Workshop Feb - Mar 2017

Notas do Editor