SUSTAINING TOURISM BY MANAGING ITS NATURAL AND HERITAGE RESOURCES

The international tourism agenda of the 1990s advances some profound challenges to all actors involved in the tourism sector. Consumers of tourism in the 1990s are demanding greater quality in the tourism product. They want greater variety and more flexibility in their travels. As a response to these changes, more destinations are becoming interested in developing higher quality tourism products, and those which put more emphasis on the environment and culture of the locality are benefiting economically. Furthermore government tourism leaders are now more likely to focus more of their attention on the need to promote tourism sustainability based on preserving those resources on which tourism's success depends. Tourism sites are concerned with being compatible with the environment both in its natural state as well as its manmade structures. This document stresses that sustainable tourism development is dependent on policies which seek to include a harmonious relationship among local communities, the private sector, and governments in developmental practices that protect natural, built and cultural environments compatible with economic growth.

The Organization of American States (OAS) recognizes that sustainable tourism development, as an approach to maintaining and improving the environment and culture, is fundamental to a quality tourism product. From a policy perspective, the Inter-American Travel Congress (IATC) has included "Sustainable Tourism Development" as one theme of the Inter-American Travel Congress (IATC). In fact, the OAS-IATC has commissioned this publication entitled "Managing Sustainable Tourism" as a tool to assist national tourism offices, private sector groups, and local communities in implementing a sustainable tourism development strategy.

The concept of sustainability as a resource development and management philosophy is permeating all levels of policy and practice relating to tourism, from local to global. Sustainable tourism management of the natural and physical environment, more than ever before, must coexist with economic, sociocultural, and health and safety objectives of localities and nations. Finding a balance between economic growth and protecting natural resources has challenged rich and poor nations alike to cooperate in sustainable tourism development while otherwise competing for international tourism.

In Chapter I the concept of sustainable tourism development is discussed. Chapter II introduces the economic aspects to sustainable tourism development. In Chapter III some practical "how to's" are presented. Chapter IV illustrates, through two case studies, two approaches to sustainable tourism development. Finally, in Chapter V, some management practices are suggested.

CHAPTER I

THE INTRODUCTION OF SUSTAINABLE TOURISM DEVELOPMENT

"We have not inherited the Earth from our ancestors.
We have only borrowed it from our children."
-Ancient Proverb-

INTRODUCTION

Sustainable tourism development as used in this text means achieving growth in a manner that does not deplete the natural and built environment and preserves the culture of the local community.

Within the concept of sustainable tourism development, there is increasing recognition that sustainable management of resources will lead to acceptable conservation and development of a higher quality tourism product. Human beings have control over the use of and modification of the environment in positive (and negative) ways. In brief, tourism can be a tool to enhance the environment or destroy it.

BACKGROUND

Key elements of tourism sustainability include meeting the needs of visitors and host communities and protecting and enhancing the tourism attraction for the future as part of a national economic resource. The relationship among tourists, host communities, attractions, and the environment is complex and interactive. Each element must maintain its own continuance in symbiosis with the others through development of a mutually beneficial and positive relationship.

The question of funding and obtaining political and policy acceptance of sustainable tourism development can be a major problem area; however, more recently, public and private cooperation is engendering innovative strategies to respond to these concerns^¹.

For example, admission charges to natural and historic places can be devised to be commensurate with the uniqueness of the site thereby providing for self-funding of site maintenance and improvements and the moderation of use.

Sensitivity to the environment is rapidly becoming a major component of international tourism marketing strategies; too often we see incidents where visitors become insensitive to their surroundings, suggesting that tourists and the environment may not be entirely compatible. Some tourists want souvenirs such as unusual corals, exotic rocks or colorful sea shells. Others trample irreplaceable tundra or otherwise alter natural flora which can compound the biological damage to other plants and animals. Some people are tempted to chip off a fragment of an Indian abode, steal native artifacts, or otherwise desecrate man-made objects of historic and artistic significance.

The environment in which tourism interacts is broad in scope. It includes not only land, air, water, flora, and fauna but also the man-made changes in the environment including history, culture, and heritage. The tourist must plan for and adapt to societal differences as well, especially when traveling abroad. The environment, in its broad definition, is what attracts many tourists in the first place. Often the greater the mixture of elements in a single trip --- from rain forests to ruins to river rafting --- the deeper and more memorable the experience. In other words, the attraction may be the ecosystem, the wildlife, the rich archeological discoveries, the climate or the culture which the tourist may have read about, or have seen on the television screen. The important message is that whatever the environment may be, it must be nurtured, modified and protected for future generations.

DEFINING SUSTAINABLE TOURISM DEVELOPMENT^²

Sustainable tourism development is difficult to define because it must relate today's tourism needs with tomorrow's concern for the future --- a difficult task in a dynamic tourism world. The article "Alternative Paths to Sustainable Tourism" (in a summary format) outlines the following five key elements for tourism sustainability:

      1. Preserving the current resource base for future generations.
        2. Maintaining the productivity of the resource base.
        3. Maintaining biodiversity and avoiding irreversible environmental changes.
        4. Ensuring equity within and between generations.
        5. Maintaining and protecting the heritage (culture and history) of the area, region, or nation.

The challenge is finding an acceptable balance among these elements. The different business and consumer interests in tourism often overlook the sustainability aspect of tourism. Tourism hosts and guests often see the tourism environment through different glasses.

POSITIVE SUSTAINABLE TOURISM DEVELOPMENT

Eco-efficiency in sustainable tourism development describes those companies and nations taking advantage of the potential success value of incorporating minimum resource use and minimum pollution into public and private sector tourism practices. The New Zealand Ministry of Tourism, for example, provides the following description:

To practice eco-efficiency, tourism developers need to consider the environment creatively, throughout project design, construction and operation. Failure to do so could be costly and cause adverse public attention. Those who are responsible for delivering products and services to the visitor must examine their operations in light of sustainable resource management. This may involve any of the following actions:

protecting the biosphere
reducing and disposing of wastes
adopting energy efficient practices
minimizing environmental risks
undertaking "green" marketing
mitigating environmental marketing
providing complete and credible environmental information for visitors
incorporating environmental values in the management of operations
conducting regular environmental audits^³

Fortunately, increasing numbers of private/public and non-profit entities are recognizing the value of sustainable tourism development and are cooperating in efforts to set aside specific tracts of land for the protection of the natural and built environment. For example in a recent article "Toward a Greener Globe"^⁴, there is an interesting discussion of the dependence of tourism on the natural and cultural environment. The article suggests that sustainable tourism development "...is both morally right and good business..." for the world's tourism industry. In brief, the article suggests that much of the world's business community is increasingly in step with sustainable tourism development as it reflects society's desire to protect and preserve environments and cultures for future generations to enjoy because "...our survival depends on a healthy environment."^⁵

The world increasingly recognizes that the natural environment is under severe pressure. This recognition has crossed political and philosophical borders, and the concept of sustainability and stewardship for future generations has widespread support^⁶. The development of long-term policies, rather than short-term fixes, is essential to guarantee that tourism growth occurs in a socially, economically, and environmentally responsible manner.

A conceptual statement of sustainable tourism development can be found in the Pacific Asia Travel Association's "Code for Environmentally Responsible Tourism" as follows:

Recognizes the necessity to ensure a sustainable future, meets the needs of the tourism industry today, and does not compromise the ability of this and future generations to consume the environment.

This Code succinctly describes where many countries and businesses would like to be with respect to an environmental ethic for tourism^⁷.

Achieving a nation's quality of life through tourism is a sobering challenge. This intellectual transformation will never happen by itself. It will come to pass only as an integral part of a regimented policy and planning process for the development of tourism, driven by a universal understanding of the global environment^⁸. Such a policy will be successful only if the business community can earn a profit in its commitment to sustainable tourism development.

A CONCEPTUAL APPROACH

Sustainable tourism policy in today's world is a positive approach that seeks to maintain quality tourism products over a sustained period of time in order to meet the growing domestic and international market for environmental tourism experiences. It suggests that, as applied to tourism development, man has the ability to manipulate and modify certain aspects of the environment for better or worse. It recognizes that, unless careful policy prescriptions and management tools are utilized, tourism can degrade the environment and otherwise damage its use by future generations.

A conceptual approach to sustainable tourism development as set forth by the World Conservation Union includes four major principles:

1. Ecological sustainability: Development is compatible with the maintenance of essential ecological
processes, biological diversity, and biological resources.

2. Cultural sustainability: Development increases people's control over their lives, is compatible with
the culture and values of those affected, and maintains and strengthens community identity.

3. Economic sustainability: Development is economically efficient and resources are managed so
they can support future generations.

4. Local sustainability: Development is designed to benefit local communities and sustain profits for
local businesses^⁹.

For sustainable tourism to be successful, it must be endorsed by the tourism industry, government at all levels, key associations, and interested nonprofit organizations. In 1992, a British group known as Tourism Concern, in coordination with the World Wide Fund for Nature, published a discussion document, "Beyond the Green Horizon: A Discussion Paper on Principles for Sustainable Tourism." Principles outlined in this paper include:

Using resources in a sustainable manner.
Reducing over-consumption and waste.
Maintaining diversity.
Integrating tourism into planning.
Supporting local economies.
Involving local communities.
Consulting stakeholders and the public.
Training staff.
Marketing tourism responsibly.
Undertaking research^¹⁰.

These principles give a broad background for action steps suggested later in this paper. They outline the major parties involved in the decision-making process for sustainable tourism. The key to these principles is that sustainable tourism may have commercial interests for companies and that responsibility for sustainable tourism is a shared public-private venture.

CHAPTER II

THE ECONOMIC VIABILITY OF SUSTAINABLE TOURISM DEVELOPMENT

"A growing number of countries are recognizing
that the world's appetite for experiencing environments
and culture other than their own is
a global economic opportunity ."
-John Naisbitt, Global Paradox, 1994-

SUSTAINABLE TOURISM POLICY

The policy question often raised is: "Can sustainable tourism be economically viable for private companies and local communities while also being sensitive to environmental, cultural and social needs?" A response, of course, must take into account that tourism sustainability must meet the needs of present visitors while fulfilling the goals of the host community and protecting and enhancing the environmental aspects of the attraction for the future. There is no easy policy to achieve these desirable goals, except that a successful and well-developed tourism program should include sustainable management and seek to meet the economic, ecological, social, cultural, and security objectives of the local community.

Another question raised is that sustainable tourism development cannot meet or will detract from policies aimed at economic growth. Sustainable tourism development policy should not be thought of as anti-growth. In fact, in most circumstances, sustainable tourism development is pro-growth. It has the capacity to increase the quality and lifetime value of the tourism products and, hence, increase visitor satisfaction. Satisfied visitors are often repeat visitors and in the long run are key to the overall growth of tourism to a local community. The more important question to answer is whether governments, private sector entities, local communities, non-profit organizations, and tourists, are ready to accept, plan for, participate in, lobby for, and manage tourism programs which are environmentally, socially, culturally and economically sensitive and necessary for sustainable growth.

Local community efforts to develop or expand tourism should, after appraising its tourism potential, develop a set of policy guidelines for sustainable tourism development. Some guiding principles might include the following three propositions:

Marketing the environmental aspects of a tourism product enhances the promotional values;
Well-managed tourism programs support a protected environment, and
Successful tourism businesses need a high quality environment.

Looking at proposition one, marketing tourism as environmentally sound fosters awareness of the earth's finite resources. Through differences in the built environment and differing cultures, the visitor gets a better understanding of the importance of solidarity with the peoples of the world.

The second proposition suggests that travel must take place so that it helps maintain and protect natural and man-made attractions while allowing wide access to the natural environment and the cultural heritage. Developing new environmentally sound tourism products, recognizing visitor carrying capacities, creating cooperative programs with the private sector are ways in which a local community can better manage sustainability of its tourism attractions.

Turning to the third proposition, tourism businesses today recognize that a quality environment enhances their ability to develop and expand the tourism product. They understand that increasingly tourists are demanding products with a strong environmental content. Local tourism programs, therefore, need to form partnerships to promote the environmental protection policies in their best interest. In brief, local residents and tourists have the right to live and travel in quality environments.

GLOBAL TOURISM BUSINESS

Tourism is big business. New research by the World Travel and Tourism Council (WTTC) indicates that tourism in 1995 generated direct and indirect employment for approximately 212 million people worldwide, or about one in every nine workers. According to the report, global tourism is a $3.4 trillion industry that will continue to grow in the future. WTTC projections suggest that the tourism industry will be a $7.2 trillion industry by 2005, providing about 338 million jobs. Equally important, is that the tourism industry has recognized that the future of tourism depends on the economic development of tourism in harmony with concerns for the environment and culture.

Another recent report, by the Stanford University Research Institute, predicts worldwide tourism will increase by 8 percent over the next several years. Such growth is more than double the predicted growth of most countries Gross Domestic Product. Interestingly, this same report suggests that adventure and culture-based tourism will increase at an annual rate of 10-15 percent, while nature-based tourism will increase by an extraordinary rate of 25-30 percent.

Furthermore, looking at international tourism only (i.e., excluding the larger component, domestic tourism), there were, according to the World Tourism Organization (WTO), some 567 million international travelers in 1995. Estimated international tourism receipts for this same period were over $371 billion (excluding expenditures of $60 billion for international transport). Just as important is that international tourism has had a healthy growth rate. Over the past 10 years worldwide international tourist arrivals have grown at the average rate of 5.5 percent per year, and, more significantly, international tourism receipts have grown at the average rate of 12.5 percent.

The Americas enjoyed a healthy rise in international tourism and increased their worldwide market share in 1995. International tourist arrivals to the Americas reached approximately 112 million in 1995 with international tourism receipts of over $95 billion. South America has emerged as one of the world's fastest growing tourism regions. Inbound tourism also grew in the Caribbean, with cruises in this region featured as one of the fastest-growing categories of leisure travel.

THE ECONOMICS OF LOCAL TOURISM

What global numbers do not tell us is what is happening across the Americas with respect to the economic benefits of tourism to local communities. There have been many studies conducted regarding the economic, social, cultural and environmental aspects of tourism on local communities. The results, for the most part, are very positive. However, a local community contemplating using tourism as an economic development tool should do so only after conducting a comprehensive study of the community. Tourism is not necessarily a panacea for resolving all the economic woes of a community. A careful cost/benefit analysis as well as economic, cultural and environmental impact studies should be conducted. A key consideration in an overall evaluation of the tourism impact is to determine if sustainable tourism development is or will meet the needs of present and future tourists as well as the needs of the host community.

In general, most studies of the impact of tourism on local communities have found that a well-researched, well-planned and well-managed tourism program which takes into account the local, natural and cultural environment has a good chance of improving the local economy and enhancing the quality of life for local residents. Some of the economic benefits include developing new businesses, job growth, increased income, product development, improved infrastructure, and special opportunities to link with other services and products. If approached in the right way, it can also promote community pride and yield a higher quality of life.

Local economic benefits also include the potential for profitable domestic industries - hotels, restaurants, transport systems, souvenirs and handicrafts and guide services. If local tourism attracts large numbers of international visitors it can generate sizable amounts of foreign exchange. Other benefits might include:

diversifying local economies, particularly in rural areas when agricultural employment may be sporadic or insufficient;
stimulating the rural economy by creating demand for agricultural produce and injecting capital;
stimulating improvements to local transportation and communications infrastructure, which brings benefits to local people.

A community should carefully assess its historic sites and buildings, traditions, culture, heritage, attractions and natural beauty. Sustainability of tourism would then suggest preserving these valuable assets for future generations and for long-term economic and social gain. The economic value in the protection of such assets helps both small and large communities enhance the overall tourism potential. Recent studies have demonstrated that an increasing number of travelers are interested in seeing and doing more and are willing to stay longer and spend more money in areas that sustain the culture and environment.

REDEFINING THE CONCEPT OF SUSTAINABLE TOURISM

This chapter has attempted to bring into focus the economic aspects of sustainable tourism development. This economic definition of sustainable tourism development has focused on optimal management of the tourism environment. It seeks the benefits of economic development, subject to maintaining the services and quality of the natural and built environment for tourists. Part of this economic concept is that if we preserve and conserve the tourism environment today, we can sell our tourism product not only today but also in the future.

This strategy assures future generations of not only a quality environment but also a way to maintain and possibly improve their living standards. It suggests that economic growth through tourism can be compatible with sustainable tourism development, in other words, quality growth. It also strongly indicates that tourism development must be participatory and must involve local peoples and businesses in decisions that affect their lives. Reaching the goal of sustainable tourism development requires simultaneous progress along at least five dimensions -- economic, human, environmental, political, and technological. There are close links among these different dimensions, and actions in one area can reinforce, expand, or enhance goals in another.

Sustainable tourism development may require some changes in existing policies and practices depending on each locale. Some of the changes may be major, but the results will be worth it in the long run. Progress will depend on strong leadership and the continued efforts of people in local communities across the globe. Increasingly, this will include a growing body of private organizations interested and dedicated to positive influences in the direction of environment and development policies around the world. For the most part, they believe that local participation and/or control is the key to the basis of sustainable tourism development.

SUSTAINABLE TOURISM AS A KEY TO ECONOMIC GROWTH

By now it is clear that sustainable tourism can aid economic growth and should be embraced in any economic development process for tourism. Tourist attractions in both the natural and built environments are tremendous engines for economic growth. Such attractions as unspoiled natural ecosystems, well-maintained historic sites and cultural heritage events produce economic gains and quality of life benefits.

The problem that governments and the private sector often have with defining the economics of protecting the environment is attempting to assign values to the protected resource. Measures are in the process of being developed but as yet are not easily defined. Some economic research is ongoing to produce environmental indicators along the same line as economic indicators. The key will be finding good management techniques to support sustainable tourism goals.

CHAPTER III

GUIDELINES FOR SUSTAINABLE TOURISM DEVELOPMENT

"Big buildings belong in cities,
not on the beach"
-Jimmy Buffett, from "Where is Joe Merchant"-

GENERAL STRATEGY

The key to sustainable tourism development is to manage the environment (natural, man-made, and cultural) effectively to provide benefits to local people and to enhance the interest of visitors. Customs and traditions must not be discarded and privacy and dignity must be maintained.

When guidelines are contemplated, there are certain basic precepts to keep in mind:

The first requisite is to inventory, assess and develop as many visitor attractions as possible with roots in the local community or complement local activities. Local culture and heritage, if properly developed, can improve the overall ambiance of the area and also add to the quality of community life. At the same time, local pride and cleanliness of the area may evolve as tourism moves throughout the community.
Development within each local community should strive to keep the uniqueness of the environment preserved. If there are period historical buildings, special natural resources, or sensitive culture traits available, capitalize on these and let further development or restoration take these aspects into account. This approach keeps the authenticity of the area intact which enriches its value to the visitors and local people alike.
It is not possible to develop realistic guidelines for sustainable tourism development without community involvement. Not only is it good public relations to encompass the local population in the tourism development process, but it will also result in the ultimate success of the endeavor. The community then becomes an effective force in assisting in the implementation of the program.
A local community should seek to measure tourism development in light of environmental and social costs and benefits to the community. Sustainable tourism should be viewed in terms of both short term and long term value to the community. Intangible values such as "quality of life" should be added or included in the overall quantification of sustainable tourism development.

RURAL AREAS

Many rural areas of the world are looking for alternative economic development to replace the former reliance on agricultural and mining products. As agriculture becomes more mechanized and mineral resources more scarce, economic planners are looking for new industries. Many areas are looking towards more sustainable resources as a development tool. Tourism is a highly viable option because its implementation relies on an area's cultural, historic, ethnic, geographic, and natural uniqueness. Such changes are increasingly being viewed as opportunities for keeping rural communities economically viable.

In its 1991-1992 report on tourism, the Organization for Economic Cooperation and Development (OECD) states that the question of suitability of rural areas for tourism development involve six factors:

Scenic value - including mountains, seashores, lakes islands, rivers, and special interest scenery
such as wetlands or mixed deciduous forest;
Special wildlife assets;
Cultural assets including historic buildings, towns, villages, sites, and/or ethnic heritage of all types;
Special facilities for sports including hunting, fishing, skiing, hiking, etc.;
Ease of access by large populations;
Effective promotional, commercial, and management skills.

The OECD adds that these factors are not exclusive, and that the possession of any one or all of these factors does not necessarily guarantee success. Yet the consideration of these questions and factors can help potential interests determine if their development ideas and resources at hand warrant further planning effort.

Often rural populations living close to areas that can be utilized for sustainable tourism development are characterized by very low incomes, with few viable economic options. Sustainable tourism can represent for these people a valid economic alternative with the additional advantage that these inhabitants can be converted into conservationists of their natural areas since their welfare depends on the protection of their natural environment. Because of their knowledge of the area, its history, and culture, local residents have the potential to be trained as guides, to work in other local tourism services including accommodations and restaurants, or to own their own tourism-related businesses.

PRINCIPLES FOR SUSTAINABLE TOURISM^¹¹

Sustainable tourism development can fulfill economic, social, and aesthetic needs while maintaining cultural integrity and ecological processes. It can provide for today's hosts and guests while protecting and enhancing the same opportunity for the future. That's the good news. But sustainable tourism development also involves making hard political choices based on complex social, economic, and environmental trade-offs. It requires a vision which encompasses a larger time and space context than that traditionally used in community planning and decision making. The local planner can use the following principles as basic guidelines when attempting to incorporate this broader vision into local policies and practices.

Tourism planning, development and operation should be part of conservation or sustainable development strategies for a region, a province (state) or the nation. Tourism planning, development and operation should be cross-sectoral and integrated, involving different government agencies, private corporations, citizens groups and individuals thus providing the widest possible benefits.
Agencies, corporations, groups and individuals should follow ethical and other principles which respect the culture and environment of the host area, the economy and traditional way of life, the community and traditional behavior, leadership and political patterns.
Tourism should be planned and managed in a sustainable manner, with due regard for the protection and appropriate economic uses of the natural and human environment in host areas.
Tourism should be undertaken with equity in mind to distribute fairly benefits and costs among tourism promoters and host peoples and areas.
Good information, research and communication on the nature of tourism and its effects on the human and cultural environment should be available prior to and during development, especially for the local people, so that they can participate in and influence the direction of development and its effects as much as possible, in the individual and the collective interest.
Local people should be encouraged and expected to undertake leadership roles in planning and development with the assistance of government, business, financial and other interests.
Integrated environmental, social, and economic planning analyses should be undertaken prior to the commencement of any major projects, with careful consideration given to different types of tourism development and the ways in which they might link with existing uses, ways of life and environmental considerations.
Throughout all stages of tourism development and operation, a careful assessment, monitoring and mediation program should be conducted in order to allow local people and others to take advantage of opportunities or to respond to changes.

GUIDELINES FOR NATURE TOURISM^¹²

Nature tourism is of growing importance to those countries and regions interested in sustainable tourism. It is one segment of the industry which is difficult to define because it covers a wide range of activities. Nature tourists can be people casually walking through an undisturbed forest, or scuba divers admiring coral formations, or bird watchers adding birds to their lists. But, it is a segment of the market that will respond to environmental issues. The following guidelines can be used by the local planner to encourage community, environmental, and tourism constituencies to work together toward a common goal.

The success of nature tourism depends on the conservation of nature. Many parks are threatened, and it is critical for everyone involved with nature tourism to realize that intact natural resources are the foundation.
Nature tourism sites need revenue for protection and maintenance, much of which can be generated directly from entry fees and sales of products. Many protected areas charge nominal or no entrance fees and provide few if any auxiliary services. Nature tourists also desire gift shops, food services and lodging facilities and expect to pay for them.
Tourists are a valuable audience for environmental education. In many parks, opportunities are missed to provide environmental education. Whether "hard-core" nature tourists or "new" visitors with little background in natural history, all tourists can enhance their appreciation of the area through information brochures, exhibits and guides.
Nature tourism will contribute to rural development when local residents are brought into the planning process. For nature tourism to be a tool for conservation and rural development, a concerted effort must be made to incorporate local populations into development of the tourism industry. In some cases, tourism to protect areas is not benefiting the surrounding population because they are not involved.
Opportunities are emerging for new relationships between conservationists and tour operators. Traditionally, these groups have not worked together; often they have been in direct opposition. However, as more tourists come to parks and reserves, tour operators have the opportunity to become more actively involved with the conservation of these areas through education for their clientele and donations to park management.

BEST PRACTICES FOR SUSTAINABLE TOURISM

To realize the potential from sustainable tourism development it is important that local communities and businesses have some guidelines or principles to chart the way. Some of these guidelines have already been discussed. The strategy is to develop an integrated approach to tourism planning and infrastructure. The overall objective is to have an environmentally and culturally sustainable tourism development program that will allow the tourism industry to be competitive and local communities to be economically viable. Best environmentally sound tourism practices will allow visitors to learn more about the environments visited and to maintain quality environs. Such concepts pertain to the natural and built environments, ecological and cultural programs, and education and interpretation of areas visited.

CHAPTER IV

SUSTAINABLE TOURISM DEVELOPMENT CASE STUDIES

"The protection, enhancement and improvement of the
various components of man's environment are
among the fundamental conditions
for the harmonious development of tourism..."
-Joint Agreement: United Nations Environment Program
and World Tourism Organization-

OVERVIEW

There is a need to make more information available to the public and private sector about the sustainability of tourism. Educational programs and case studies are some of the more promising ways to explain the compatibility of tourism with the environment and how it can be sustained over a long period of time. Such education and communication should attempt to present a balance of the ecological, economic and social costs and benefits of sustainable tourism development.

Following are two case study approaches to sustainable tourism development. One is a public sector example in the form of a national park in Ecuador^¹³. The second case study represents a private sector example in the United States Virgin Islands.

CASE STUDY ONE: ECUADOR

Ecuador is a country that is ideally suited for a discussion of sustainable tourism development. In Ecuador the great variety of topography and climate have contributed to the development of distinct landscapes and ecosystems. From the tropical rain forests that cover the Amazon region to the desert thickets of the coast; Ecuador gives refuge to a diversity of species that is difficult to find any other place on earth.

Ecuador also has a rich history, diverse culture and deep-rooted traditions as well as interesting buildings and man-made attractions. There are ethnic festivals and local celebrations of interest to visitors. In brief, Ecuador has an abundance of natural resources as well as cultural diversity with tremendous tourism potential.

The government of Ecuador recognized many years ago the importance of conservation of its rich natural legacy. This consciousness in concert with the growing world-wide environmental movement led the Ecuadorian government to take precautionary steps to see that specific tourist and ecological areas were preserved and protected. This would then guarantee that future generations could continue to enjoy the abundant natural life that abounds in Ecuador.

The Ecuadorian government has approached the preservation of its rich resources largely through the development of national parks. This type of sustainable tourism development helps promote the conservation of the natural and cultural heritage for the enjoyment of people and ensures ecological balance as tourism increases. Much of the maintenance and development of the parks is financed by fees charged tourists.

While Ecuador has numerous national parks, this research examines two to illustrate the need for continuous attention to sustainable tourism development. The first park is the world famous Galapagos; the second, the lesser-known Pasochoa, which offers a special opportunity for visitors because of its close proximity to the capital, Quito.

GALAPAGOS: The Galapagos Archipelago is located in the Pacific Ocean, approximately 1,000 kilometers from the Ecuadorian coast. It is made up of 13 major islands and numerous small islands of volcanic origin, of which 97 percent are designated as a National Park. The world fame of this archipelago is due to the many unusual species of flora and fauna, making it a living laboratory to study the phenomenon of evolution. In 1835 Charles Darwin visited the islands. His observations served as a basis for his ideas regarding the "Origin and Evolution of the Species" (a controverted treatise on evolution for the time period).

Some species are uniquely known only to the islands. Some of the most outstanding are the Galapagos turtles, iguanas, both land and marine, sea lions, fur seals, blue footed boobies, and finches. The Galapagos National Park is immensely popular with international tourists and is of major economic significance in trade receipts for Ecuador.

A key policy question for the Galapagos National Park is attaining a proper balance of visitors without destroying the natural habitat. It is a classic case of a popular site producing large visitor demand generating potentially large revenues but in an area of fragile ecosystems which cannot endure heavy disturbances. The original management plan for the Galapagos National Park, for example, called for an annual maximum of 12,000 visitors. The actual number of visitors has gone from 7,500 in 1975 to 32,595 in 1987, and many researchers are now concerned that this excessive and uncontrolled flow may be causing severe environmental degradation. The Ecuadorian government is studying this question carefully to find an appropriate answer.

PASOCHOA: Another example of Ecuador's efforts to provide a unique environmental tourism product is Pasochoa National Park. This national park is located in Pinchincha Province, about an hour and a half by automotive vehicle from Quito to the base of the Pasochoa volcano. It offers one of the last intact primeval forests. It is rich in vegetation and wildlife including humming birds, pumas, lush ferns, and numerous medicine plants. It is an oasis for butterflies, birds, frogs, snakes, bamboo, and scenic vistas as one climbs the mountain trails.

Pasochoa, while not heavily visited, is uniquely developed to offer an opportunity to experience solitude in nature in a rural environment. Largely surrounded by farms and undeveloped lands this area offers potential as a ways and means to involve people living in and around the protected area to participate in the social and economic benefits of tourism. For the most part the park land has very marginal uses for agriculture and therefore fits the pattern for utilization as a park that would provide economic and social rewards.

While the park has well-marked trails, reasonably good facilities and interesting terrain, it is very difficult to gain access. Without a recreational vehicle, it requires a difficult walk to reach the park itself. To be economically viable for tourism, it needs to be more accessible and better promoted with a plan for sustainability built into the development strategies from the outset.

CASE STUDY TWO: U.S. VIRGIN ISLANDS

MAHO BAY: Eighteen years ago, Stanley Selengut opened the Maho Bay Campground on St. John in the U.S. Virgin Islands. His intent was to provide nature and camping enthusiasts the intimacy of the Caribbean outdoors, yet with more low-cost comfort and convenience than regular campgrounds. He combined his background as a civil engineer and carpenter with his love of the natural environment to create 114 tent-cottages linked by boardwalks to the camp office, general store in open-air pavilion, bar and cafeteria. The attractive raised walkways preserve the ground cover and increase the camps carrying capacity with very little impact on the environment. Pipes and cables placed under the walkways eliminate the need to dig trenches. The wash houses contain low flush toilets, spring loaded faucets, and pull-chain cold water showers. The platform tent-cottages are wood-floored and framed, with translucent fabric walls and screen windows that breath with the cooling trade winds and make good use of the natural light, Each 16'x16' cottage has a bedroom with two beds, a living room with a sofa that folds out to a third bed, a cooking and dining area, and an open sun deck with a spectacular view overlooking Maho Bay. Bed linens, blankets, towels, cooking and eating utensils are provided. Every cottage has an electric fan. The outdoor restaurant serves breakfast and dinner everyday with a wide variety of healthful meals. Next to the camp office is the activities desk where campers can get information and sign up for activities such as sailing, scuba, night snorkeling, park events, fishing, windsurfing, kayaking, tours, and massage. No radios are allowed. Departing guests leave books and any unused supplies at the free help-yourself center for the benefit of incoming guests. A sense of peace and cooperation and community pervade the atmosphere. In the high season, the campground maintains a 98 percent occupancy rate.

Over the years, Stanley Selengut has striven to use human intervention to improve the natural environment rather than to have a negative impact on it. Measures have included feral animal control, removal of invasive vegetation, promotion of indigenous plants, and reintroduction of lizards (long extinct on this part of the island) to control mosquitoes and other bugs. The result is that the 14 acres of the campground are greener that the surrounding park lands, which are protected but receive no special attention to promote floral growth.

Inspired by the U.S. National Park Service book on sustainable design and new "green" technologies, Selengut has started two new developments that provide an educational vacation experience, combining the comfort of a Caribbean hotel vacation in a natural setting based on sustainable development principles. The first site, known as Harmony, sits above the campground and contains eight condominium units linked by raised walkways. These units are limited to two stories to reduce their visual pollution of the view from the bay, are constructed from recycled products and materials (such as saw dust and plastic handrails and walkways, and non-structural walls that are a mixture of ground waste glass and cement), and are entirely solar powered. Trees are pruned away from photovoltaic cells on the roofs, where hot water is also heated. Solar power is turned on with a key that also locks the front door, so guests must turn off solar power whenever they leave their unit.

Guests can monitor their energy use on computers. In this setting, visitors enjoyably learn new ways in which to live with little energy use, disconnected from utility companies. During the learning process, visitors become naturally energy conscious, and can then take this awareness with them when they return home from their unique vacation.

Harmony's sister development, Concordia, is built on similar principles on the other side of the island, but offers even more comfort with a hillside swimming pool (built with minimal site damage and no heavy equipment), laundry room, honor store, and more personal attention from on-site management.

As Selengut states in his literature, "If my experience has taught me anything, it is that we are not separate from nature, but an intimate part of it, and with that intimacy comes a profound responsibility that we accept, gratefully."

SALT RIVER: Salt River in St. Croix, U.S. Virgin Islands, is a unique case study of sustainable tourism. It has natural and cultural significance and archeological and historical significance. It also represents what dedicated local citizens can accomplish in sustainable tourism development. On November 14, 1493, on his second voyage to the "new world," Columbus came upon the island which the Tainos native Indians called AyAy ("the river") and the Caribe native Indians referred to as Cibuquiera ("the stony land"). He was to name it Santa Cruz or "Holy Cross."

The Salt River National Historical Park and Ecological Preserve was dedicated on November 14, 1993, the 500th anniversary of the landing of Columbus at Salt River. Salt River encompasses the entire spectrum of human history in the West Indies. Archaeological sites bear evidence to several prehistoric cultures. Also at Salt River, an unequal skirmish between Spaniards and Caribs resulted in fatalities on both sides, the first documented Native American resistance to European encroachment.

In addition to being a historic and cultural site, Salt River is also an important natural environment as well. Its natural significance and beauty derive from the association of upland terrestrial, river, and marine environments within a relatively small geographic area. It encompasses the single largest mangrove system remaining in the Virgin Islands. February 24, 1992, marked the establishment of the 912-acre Salt River Bay National Historical Park and Ecological Preserve. This designation helps to assure the sustainability of the area for future generations.

SUMMARY

These case studies illustrate the progress that has been made by both governments (Ecuador) and private sector resorts (Maho Bay Campground, Harmony and Concordia, and Salt River Bay) regarding sustainable tourism development. Sustainable tourism development can have a tangible value by linking it to tourism profits - if enough people pay to visit the jungle (resorts, historical buildings, etc.), the theory goes, it will not be sold to developers (unless they are environmentally responsible developers). Each separate situation offers unique opportunities to observe and understand the oftentimes fragile interplay of air, earth, water, wildlife and mankind. These examples illustrate that sustainable tourism development can be achieved by encouraging responsible planning and management practices consistent with the conservation of natural, historic, and cultural heritage. In each case, an effort has been made to make the most of a unique and exciting natural and built environment.

CHAPTER V

MANAGING SUSTAINABLE TOURISM DEVELOPMENT

"A guest never forgets the host who had treated him kindly."
-Homer, The Odyssey, 9th Century B.C.-

A PARADIGM SHIFT

When a visitor has a positive cultural experience in a pleasant environment, he will not forget "... the host who had treated him kindly." That "host," the community, should apply positive management practices to the development of sustainable tourism. In brief, in today's world, the paradigm shift towards sustainable tourism development means those involved in local, national, and international tourism policy have a responsibility to contribute to sustainable forms of tourism.

Tourism is one of the largest and fastest growing industries in the world. Whether tourism development is carefully planned and managed or just happens over time, the tourism industry needs to recognize that a natural and social environment can absorb only a maximum level of visitors, known as its carrying capacity, before it becomes saturated to the degree that the visitors and local community begin to experience negative effects.

Changes in the market place are prompting destinations around the world to adopt "greener" tourism attitudes and to include local communities in tourism development. By practicing sustainable tourism development and through integrated development planning, marketing, and management, destinations can diversify their tourism sectors, respond more appropriately to external market fluctuations, and potentially achieve lasting benefits from tourism without destroying the natural resource base. A key question that remains is to what extent will the tourism industry, tourists, governments, international organizations and local communities accept local and global responsibility for sustainable tourism development?

RECOGNIZING THE PROBLEM^¹⁴

Often an area that receives large numbers of visitors or is heavily dependent on tourism does not always see the signs of over development or tourism saturation until it is too late. Thus, tourism areas receiving large numbers of visitors need to constantly monitor the impact of intense demand on the natural and built environment and on the social and cultural values. Some warning signals to watch for might include:

erosion of the natural environment due to over-development or over-intensive use;
pollution of ocean, lake and river environments through boating, littering, or other tourism-related activities;
visual, noise, and air pollution due to over-development (i.e., hotels blocking scenic outlook), tourism-traffic (i.e., transportation or built congestion), non-regulated air quality (i.e., smokestacks, emissions, etc.);
utility shortages due to over-use or capacity limitation during peak visitation or time-of-day usage (particularly electricity, sewage and water usage);
traffic congestion at airports, road ways, and tourist sites during high tourism season (or due to lack of adequate facilities);
friction and resentment between the host community and tourists;
social problems including general crime, drug abuse and prostitution;
overcrowding and damage to national shrines, monuments and historical structures;

These are just a few of the dangers. These kinds of problems already exist in most parts of the world. The question is how do we prevent such problems and provide for sustainable tourism development.

REDUCING PROBLEMS THROUGH EFFECTIVE MANAGEMENT

Management strategies to combat problem areas are emerging. Solutions can be long-term, expensive, and disruptive to the tourism industry. Management approaches of a practical nature, however, are worth considering in a sustainable tourism development program.

The OAS publication "Sustainable Nature and Heritage Tourism Development: A Summary of OAS Technical Assistance in the Caribbean" suggests new roles for the public and private sector in sustainable tourism development. Sustainable development calls for a change in the traditional roles that participants play in the development process. Two fundamental elements of this change are: (1) that participants, or "players," must form cooperative partnerships to achieve successful sustainability, and (2) that these partnerships must include all those who will be affected by the development. In one sense, the new and expanded roles of the private sector and the community are matched by the reduced role of government. This is especially true in day-to-day implementation and operation activities. Yet privatization in sustainable development does not mean that government takes a back seat to the other players. Nor does it mean that government must relinquish control of the development process. On the contrary, one of the key roles that government plays in sustainable development is by bringing people together and eliciting their input to help guide planning and management decisions, the government gains more control by being a more effective manager.

Another strategy is to apply new and innovative technology in achieving sustainable tourism. For example, technology that provides for minimizing waste and maximizing the effective use of resources such as energy, water, and construction materials was utilized in the case of Maho Bay. To be effective, the technology needs to demonstrate that its use will also help increase economic benefits. In addition, development educational and awareness programs to inform the public and visitors about the importance of protected areas, about conservation principles, and the need to respect areas where their are fragile environments can be helpful. This is an area where the media can contribute towards spreading the word about specific sites. Grade school, high school, and university programs can help assure sustainable uses of resources.

CONCLUSION

In conclusion, this document clearly builds a case that tourism sustainability in essence means seeking growth in a way that does not deplete the natural or built resources, provides a quality product to the visitor, and embraces local involvement. It strongly suggests responsible tourism management must protect the resources while adding to an area's overall tourism product. In the process of sustainable tourism management, the broad goals of economic, social, an cultural values must be maintained.

Environmentally responsible tourism development is emerging as a powerful instrument for management of economic resources. As a result, pristine natural areas, unique man-made environments, and culture heritage activities will become more valuable as we enter the 20th century. The mandate is to find ways and means to protect our natural and cultural heritage and make it accessible to all. Sustainable tourism development will need to be better managed in the future if the next century is to respond to new consumers interests and desires.

REFERENCES

1. Boo, Elizabeth, Ecotourism: The Potentials and Pitfalls, World Wide Fund for Nature, Washington, D. C., 1990.

2. Braithwaite, Richard, "Ecotourism in the Monsoonal Tropics", Issues No. 23, May 1993.

3. Bramwell, Bill and Bernard Lane, Journal of Sustainable Tourism, Channel View Publications, Avon, England, 1993.

4. Commonwealth of Australia, "National Ecotourism Strategy", 1994.

5. Conde Nast Traveler, "The Making of Harmony" (ecotourism award article), New York, May 1995.

6. deKadt, Emanuel, "Making the Alternative Sustainable: Lessons from Development for Tourism", Discussion Paper No. 272, Institute for Development Studies at the University of Sussex, Brighton, United Kingdom, 1990.

7. Edgell, Sr., David L. and R. Todd Haenisch, Coopetition: Global Tourism Beyond the Millennium, International Policy Publishing, Kansas City, Missouri, 1995.

8. Edgell, Sr., David L., International Tourism Policy, New York: Van Nostrand Reinhold, 1990.

9. Globe '90, Tourism Stream Action Strategy Committee produced the publication: An Action Strategy for Sustainable Tourism Development, Tourism Canada, March 1990.

10. Hawkes, Susanne and Peter Williams (Editors), "The Greening of Tourism from Principles to Practice", Simon Fraser University, March, 1993.

11. Hawkins, Donald E., "The Environmentally Sensitive Resort: An Essential Component of Caribbean Basin Competitiveness", Vacation Industry Review, Spring, 1995.

12. Inskeep, Edward, Tourism Planning: An Integrated and Sustainable Development Approach, Van Nostrand Reinhold, New York, New York, 1991.

13. Lindberg, Kreg, Policies for Maximizing Nature Tourism's Ecological and Economic Benefits, World Resources Institute, Washington, D. C., 1991.

14. Liu, Juanita C., Pacific Islands Ecotourism: A Public Policy and Planning Guide, University of Hawaii at Manoa, Honolulu, Hawaii, 1994.

15. National Trust for Historic Preservation, "Getting Started: How to Succeed in Heritage Tourism", Washington, D. C., 1993.

16. New Zealand Ministry of Tourism, "Tourism Sustainability: A Discussion Paper", Wellington, New Zealand, December, 1992.

17. Organization for Economic Cooperation and Development, "Tourism Policy and International Tourism in OECD Countries 1991-1992", Paris, 1994.

18. Organization of American States, "Sustainable Nature and Heritage Tourism Development: A Summary of OAS Technical Assistance in the Caribbean", Washington, D. C., 1995.

19. Pigram, John J., "Sustainable Tourism - Policy Considerations", The Journal of Tourism Studies, Volume 1, No. 2, November, 1990.

20. United Nations University World Institute for Development Economics Research, Small Islands, Big Issues, Printed at Forssa Printing House, 1995.

21. Selengut, Stanley, "Resort Development in Partnership with Nature", Paper presented at the IVth World Congress on National Parks and Protected Areas, Caracas, Venezuela, February 19-20, 1992.

22. World Tourism Organization, "Guidelines: Development of National Parks and Protected Areas for Tourism", Madrid, Spain, 1992.

23. World Tourism Organization, "Tourism Market Trends - Americas", Madrid, Spain, 1995.

24. World Tourism Organization, "Sustainable Tourism Development: Guide for Local Planners", Madrid, Spain, 1993.

25. World Travel and Tourism Council, Viewpoint, Volume 1, Number 2, Brussels, Belgium, 1995.

ENDNOTES

1. This concept emanates from the New Zealand Ministry of Tourism, "Tourism Sustainability: A Discussion Paper," Issues Paper No. 2, Wellington, New Zealand: Ministry of Tourism, December 1992, p. 4. This paper provides excellent background as a summary of tourism development within the concept of sustainability.

2. One of the most interesting discussions of sustainable tourism development is contained in the article "Alternative Paths to Sustainable Tourism" by Tony Griffin and Nicolette Boele (see 1993 The Annual Review of Travel - The American Express Company). This section of the document relies heavily on concepts developed in this article.

3. Ministry of Tourism, "Tourism Sustainability: A Discussion Paper," p.8.

4. World Travel and Tourism Council, "Toward a Greener Globe," Viewpoint, Vol. 1, No. 2, 1995.

5. Ibid.

6. Ministry of Tourism, "Tourism Sustainability: A Discussion Paper," p.11.

7. A good description of this Code and other important considerations for sustainable tourism development is contained in the publication: Pacific Islands Ecotourism: A Public Policy and Planning Guide by Juanita C. Liu.

8. For discussion of some of the key policy issues in sustainable tourism development, see the Journal of Sustainable Tourism (as edited by Bill Bramwell and Bernard Lane), c/o Channel View Publications, Avon, England.

9. Cited in: Sustainable Tourism Development: Guide for Local Planners, World Tourism Organization, Madrid, Spain, 1993, page 10.

10. Tourism Concern and the World Wide Fund for Nature, "Beyond the Green Horizon: Principles for sustainable tourism," 1992:3.

11. This section is taken in its entirety from Globe '90 Conference, Tourism Stream, Action Strategy for Sustainable Tourism Development, Vancouver BC, Canada.6

12. This section is taken inits entirety from The Potentials and Pitfalls, Volumes 1 and 2, Elizabeth Boo, Washington, DC: World Wildlife Fund, 1990.

13. The author, David Edgell visited Pasochoa national Park on April 5, 1995. Thus, most of what is said concerning this park is eyewitness account.

14. See conference papers from "Globe '90 Conference, Tourism Stream, Action Strategy" as adopted at Vancouver, British Columbia, Canada, 1990. Many of the ideas and commentary in this section have their origin from this conference.