Archived Sustainable Tourism Newsletters

Positive Impact - Issue 6 - Summer 1999

Twin conferences in Nairn and Edinburgh look at the importance of integrating the environment into tourism business management

In March 1999, the Tourism and Environment Forum hosted two successful conferences – based in Nairn and Edinburgh – which considered tourism as an environmental business. Both events were preceded by workshops at which delegates discussed the Forum’s new Operational Plan – and suggested amendments!

The twin conferences were attended by over 200 representatives of tourism businesses, local authorities, local enterprise companies and other agencies. Key speakers included Professor Victor Middleton, who considered the significance of marketing in more sustainable tourism, Dr Richard Denman, who presented an insight into the quality management of rural tourism destinations throughout Europe, and Tony Mercer, who explained how the Green Tourism Business Scheme complemented the Scottish Tourist Board’s other quality assurance schemes.

The format of each event was similar, however, the focus in Nairn was rural tourism, while in Edinburgh it was more urban. Reflecting this split, international freelance wildlife consultant, Roy Dennis, gave delegates at Nairn an absorbing overview of the potential opportunities for businesses in wildlife tourism; while in Edinburgh, James McCarthy, Director of Scotland’s Heritage, argued for the greater use of urban green spaces as tourism resources. Likewise, the case studies presented by a number of successful tourism business managers illustrated the benefits to be realised by integrating the environment into rural and urban-based businesses.

Copies of the full conference report, including transcripts of all presentations, are available by e-mail from the Tourism and Environment Forum. Contact us.

Marketing a powerful tool in more sustainable tourism

At the Tourism and Environment Forum’s first conference in March 1999, Professor Victor Middleton provided delegates with an insight into how marketing rather than regulation will be the power that delivers more sustainable tourism.

An independent academic, consultant and author, and the first director of the World Travel and Tourism Council’s Environment Research Centre, Professor Middleton argued that while sustainable tourism was unrealisable, the goal of more sustainable tourism was now high up the agenda nationally and internationally.

Having presented evidence of a growing demand for green tourism, and a greater enthusiasm to supply it within the industry, Professor Middleton outlined his two guiding principles for delivering more sustainable tourism. Firstly, that market segments should be identified and measured locally; and secondly, that tackling the impact of tourism is a question of specific visitor management techniques adapted to a given destination.

Marketing was then presented as the most powerful tool for delivering these two guiding principles – segmentation and the targeted use of visitor management techniques. Professor Middleton arguing that modern marketing provides a vital source of information on demand and supply that can be used both as a catalyst for action and as the primary set of tools for implementing ideas and evaluating progress.

Quality key to rural destination management

A EU-funded study of integrated quality management (IQM) of rural tourism destinations has identified a number of common issues which could help focus development at a wide range of specific Scottish destinations.

The research was carried out by Dr Richard Denman of the Tourist Company together with consultants from Germany. They studied a total of 15 rural areas across Europe which have already taken some measures at a local level towards improving the quality of tourism. The case studies included Pays Cathare in southern France, North Karelia in Finland, Ballyhoura in Ireland, Sitia in Crete and the Trossachs in Scotland.

Within tourism, the report’s author states there are two objectives for IQM – increasing local income and employment, and ensuring that the local environment and quality of life are not damaged and, if possible, enhanced. Dr Denman goes on to argue that these objectives can be achieved by understanding what visitors want and delivering it; and by involving local people and tourism businesses in the management of the destination.

Finally, assessing the progress of its 15 case studies, the report highlights several common issues relating to the successful IQM of destinations. These include fostering and promoting intrinsic local qualities; environmental action; training; quality labelling and inspection schemes; accurate and realistic marketing information; and obtaining customer feedback.

Opportunities to learn from good practice

Scottish Natural Heritage has introduced a programme of ‘Sharing Good Practice’ events, many of which are directly related to tourism interests. For a copy of the programme, please contact Eilidh Strang at SNH, Battleby, Redgorton, Perth PH1 3EW. Tel 01738 444177.

New talons star on CCTV

In 1999, hen harriers in North Sutherland joined a list of feathered celebrities to feature on video as part of the RSPB’s Birds of Prey trail – which now extends from the Trossachs to the Flow Country.

Live video pictures of the birds nesting on the Forsinard Nature Reserve provided visitors and ornithologists with the latest hi-tech ‘twitching’ opportunity. Other sites incorporated into the trail – which illustrates the potential of sustainable wildlife tourism – include a red kite centre at North Kessock, the renovated RSPB osprey centre at Boat of Garten, and a facility for viewing peregrine falcons in the Queen Elizabeth Forest Park visitor centre near Aberfeldy.

Scotland’s Green Scheme earns its recognition

The rise and rise of the Green Tourism Business Scheme (GTBS) has been recognised with a British Airways 1999 ‘Tourism For Tomorrow’ award. These awards acknowledge the work of organisations in the tourism industry world-wide which have made a positive contribution towards their local environment or heritage.

The award came as the scheme was extended to encompass visitor attractions and holiday parks, in addition to serviced and self-catering accommodation. The scheme, which has signed up more than 150 members in its first 18 months and is aiming to achieve a target of 1000 members by 2001, was given a further boost in March 1999 when the Scottish Youth Hostel Association pledged that all its hostels would work towards gaining accreditation.

In April 1999, the Green Tourism Business Scheme was also represented at the Athens Eco Label & Sustainable Tourism Conference. Papers were presented on a number of different existing labels including the Green Suitcase in Germany and the Green Key in Denmark, but according to Jonathon Proctor of SEA Ltd, who spoke on the GTBS, the Scottish scheme was perceived as one of the best. He said : “The GTBS is not only the largest individual green scheme in Europe, it is also seen as one of the most dynamic with a good mix of practical improvements, general good practices, and information management and monitoring.”

Businesses or organisations who would like to know more about the Green Tourism Business Scheme can contact Quality Assurance, Scottish Tourist Board, Thistle House, Beechwood Park North, Inverness IV2 3ED. Tel : 01463 723031

Commendation for interpretive planning handbook

A Sense of Place – the interpretive planning handbook which was produced by the Tourism and Environment Forum – received a commendation at the Interpret Britain Awards 1998.

In assessing the publication, the judges concluded ‘this clear and straightforward approach to interpretation and the interpretive plan neatly fills a gap in the field and should be on every interpreter’s shelf’. Copies, which cost £15, are available from the Forum.

Wildlife tourism all at sea

The development of the Scottish Seabird Centre based in North Berwick and relaying live TV pictures of the seabirds on Bass Rock underlines the growing importance of marine wildlife tourism as a niche market.

In 1998, a study commissioned by the Tourism and Environment Forum and Scottish Natural Heritage estimated that the revenue generated by marine wildlife tourism in the Highlands and Islands alone was £57 million a year, and that this supported around 2,670 jobs. The study also identified a range of other socio-economic benefits arising from marine wildlife tourism. These included the fact that more fragile, peripheral communities tended to benefit; that a successful wildlife tourism operator can boost other tourism revenues; that boat-based operations help support marine infrastructure and services; and that there is great potential to generate off-season activity which mirrors, for example, the seabird breeding season.