Mary Mulvey

Ireland in first 12 labels in world to be

recognised by GSTC January 2012

Austrian

Eco label

Ireland's Greenbox Programme –Using Certification & Standards as a Branding Tool in Eco-tourism Product Development.

24 Eu Flowers –First Hotel Ireland

Key challenges

• Time

• From 2003-2006 No Policy on island on Ireland.

• Between 2006- 2014 No Clear policy Eu / Ireland post recession

• Local and national commitment – no mainstream support

• Establishing a knowledge base/research

• Developing inter-organisational relationships

• Flexibility

• Financial resources

• Unanticipated external environmental constraints

• Product provider own responsibility – Greenbox facilitator

• Packages and visitors – quality /standards are key it is still tourism!

Training and Mentoring

• Listen to their needs deliver training at right level/time/venue.

• 4 mentors employed to deliver the Eu Flower Eco label 2005/08

• Key qualities Skills Mentors – Experience of Audits/ Advice

• / Business Start ups/

• Clear Communication Skills / Motivation experience

• Unbeaucratic /User Friendly/Hands on training.

• Tourism Marketing for many members first time involved with

• tour operators/journalist /

• Packaging Training.

• Attending Consumer/trade

Achieving success

• Identifying resources in the region for development

• Inviting key experts to become involved – balance on all aspects Green VS Tourism .

• Having development staff with key skills

• Agreeing roles and responsibilities of partners

• Provision of administrative and technical support

• Awareness of external constraints

• Identifying time to reduce hands on role

• Maintaining strong linkages with policy makers

• Sustainability beyond funding .

Ireland had lead many Tourism innovations in Heritage Tourism, Castle Banquets , Rent Irish Cottage ,Duty Free Zones and Airports Tax Rebates Overseas tourist visits to Ireland in 2013 grew by6% to 6.7million

New Products

Greenway –Westport

/Achill –

www.greenway.ie

Tralee Wetlands Centre –

Electric Boats –developed

wetland trust /Tralee council

. Loop Head Co Clare

www.purecamping.ie

Rock Farm , Slane Castle

,Glamping & Organic

Whiskey project Co

Meath

www.rockfarmslane.ie

www.diving.ie/blueway

www.burren.ie

Global Geo Park -3 Global awards Sustainability Model

The Vision

Green Tourism Success Factors

Leadership

Bespoke Quality Training

Risk Taking after pilots

work

Partnership Policy

People

Online Distribution

Media

Agreed Ecotourism Destination Concept

• Declaration of The 2nd European Ecotourism Conference: Oct 2013

• We recognize these common needs:

•

• •To bring sustainability and nature conservation to the ecotourism destination regions;

• •To develop a common understanding of ecotourism in Europe as a conservation and development tool;

• •To co-ordinate communications for ecotourism destinations in order to attract guests ,

• •To communicate the benefits of ecotourism to policy and decision makers.

Ecotourism destinations in Europe should have:

• A protected area associated with the destination;

• A critical mass of local ecotourism businesses;

• A sustainability plan under implementation, in developing ecotourism;

• Nature and local culture as the main ingredients in product development and marketing;

• Active participation of local communities based on shared values, empowered through education and awareness raising.

• We, the 80 participants from 22 European countries, including ecotourism and sustainable tourism associations and networks, ecotourism businesses, education institutions, experts and consultants on ecotourism,

• We have endorsed this statement and committed ourselves to use it as a guide for future action

Can we join up some European Dots on the Eco Consumer Map –Destinations & Consumer items ?

One standard. One vision we can all embrace.

Next 5 Years ?Green Customer of the Future

Distribution of green sustainable products will be part of marketplace –Green booking engines ,apps. Eg www.bookgreener.com

Eco Certified tour operators becomes the norm like Holland /Germany based on carbon measurement and supplier chain measurement also . www.tourcert.org

Countries adopt GSTC Standards – for destinations and industry Mauritius , India, last 2 months

Conscious Travel –Anna Pollock model to embrace sustainability for consumers – www.conscious.travel

Ecosystems Approach - all working in Environmental , Natural & Conservation sectors begin to work together , media can play a bigger awareness for all trade , agents and consumers .

People are not just green tourism consumers –they support Fair Trade/Ethical brands and shop accordingly .