Malcolm Bell Head of VisitCornwall

1. Malcolm Bell Head of VisitCornwall

2. Background and Depth of The Indicators Influenced by: • Concept of sustainable development based on 1992 Rio Declaration on Environment and Development’s Agenda 21 - a comprehensive plan of action adopted by 178 governments. • EC reported on basic orientations for the sustainability of European tourism (2003) • UNWTO and UNEP identified an agenda of 12 aims for sustainable tourism (2005) • EU Sustainable Development Strategy (SDS) developed three key objectives given above activities: economic prosperity; social equity and cohesion; and environmental protection.

3. Work to Date • Tourism Sustainability Group (TSG) set up by EC (2004) to address: • Importance of tourism • Aims to make tourism more sustainable & challenges to achieve aims • Recommended processes to overcome challenges • Create a framework for action (indicators) and initiatives to be taken • Mandate for action with stakeholders included providing guidance for local Destination Management Organisations (DMOs) to use indicators and monitoring systems • Considerable work into the development of the TSG indicators since 2007 • Testing feasibility in NECSTouR and EDEN destinations (2010) • NECSTouR evaluation and report • EDEN evaluation and report by University of Barcelona • Improvements made by TSG

4. EC Tourism Sustainability Group • Established in 2004 • Representatives from Industry, Stakeholders and Destinations • 2004-2007 Development of Sustainable and Competitive Tourism Report • 2007 adoption at Algarve European Tourism Forum • 2009 Working Groups – W/G A Sustainable Tourism Indictors

5. Indicators - The Challenges Gaining Agreement on which indicators are core Ensure they cover all three pillars Establishing which are practical and achievable Can procedures be developed for those that do not exist yet Gaining partners to pilot Evaluating application and results etc

6. The Prize • To set Destination level targets • Use for Regional/National Bodies • A Benchmarking system • Measuring progress • Trend analysis possible • Assist in the justification of public investment in tourism management

7. Sources of Data • Official Statistics/source • Visitor Surveys • Business Surveys • Host Community Surveys • New techniques

8. The Indicators • Tourism Volume and Value • Tourism Enterprise Performance • Customer Satisfaction • Community and Social Impact • Quantity and Quality of Employment • Gender Equality • Equality and Accessibility

9. The Indicators • Reducing Transportation Impact • Climate Change • Sustainable Tourism Management Practices • Solid Waste Management • Water Management • Energy Usage

10. The Indicators 14. Sewage Treatment 15. Landscape and Biodiversity Protection 16. Light and Noise Management 17. Inclusive Management Practices 18. Development Control 19. Tourism Supply Chain 20. Protecting and enhancing local cultural identity and assets

11. Study to assess the feasibility of a European Tourism Indicator System for Sustainable Management at Destination LevelThe SUSTAIN SystemSUStainable Tourism And INdicator system St Ives 6th September 2012

12. Work to Date • Tourism Sustainability Group (TSG) set up by EC (2004) to address: • Importance of tourism • Aims to make tourism more sustainable & challenges to achieve aims • Recommended processes to overcome challenges • Create a framework for action (indicators) and initiatives to be taken • Mandate for action with stakeholders included providing guidance for local Destination Management Organisations (DMOs) to use indicators and monitoring systems • Considerable work into the development of the TSG indicators since 2007 • Testing feasibility in NECSTouR and EDEN destinations (2010) • NECSTouR evaluation and report • EDEN evaluation and report by University of Barcelona • Improvements made by TSG

13. The purpose of this project …is to investigate the feasibility of a Europe-wide system of tourism indicators for the sustainable management of destinations and To make recommendations to European stakeholders for its implementation.

14. The importance of this project This is a key element of the work of the European Commission to promote an internationally competitive tourism industry and to enhance the sustainability of destinations across Europe.

15. Benefits to Your Destination General • Creates vision and guidelines for destination sustainable tourism development; • Creates framework for benchmarking, communications & good practices learning exchange Economic • Identifies resource and financial savings (e.g. energy, waste, water, etc.) • Identifies data supported resource reallocation needs based on destination goals • Protects destination as a tourist attraction • Develops opportunities for funding • Enhances branding, marketing and communications Social • Improves quality life for locals; Improves relations between residents and tourists • Supports LT well-being of residents by informing policy / management decisions (E.g. resource reallocation for bringing tourists from resort to rural areas) Environmental • Preserves ecological integrity of destinations; • Emphasises value and conservation of natural and cultural resources

16. The importance of the Workshops Purpose : • To introduce you to the SUSTAIN process and indicators • To test the SUSTAIN system • Part of an exclusive group of European pilot destinations Outcomes: • General stakeholder understanding of SUSTAIN and the process • Generate feedback the project team can use to refine the system • Launch a process that is ongoing and crucial for your destination • Receive data response from destinations 2 weeks after workshop

17. To develop the SUSTAIN System we have: Researched 35 indicator systems from across the world; Narrowed down to 20 systems and analysed 8 in depth for EU relevance Included GSTC (future consideration) Assessed TSG indicators based on expert experience Assessed NECSTouR and EDEN feasibility reports Interviewed a sample of NECSTouR and EDEN DMOs Integrated lessons learned and made recommendations to EC (TSG) based on above assessments for improvements and final Toolkit Result given significant destination support - a comprehensive systemincluding process and methodology rather that just list of indicators - SUSTAIN

18. The SUSTAIN System – Key Principles • Flexible • Inter-sectoral • Integrated approach • Comes with a toolkit • Simple - with a concise core of indicators • Driven by the Destination Management Organisation (DMO) working with a group of stakeholders

19. SUSTAIN: The 7 Steps Step 1. Raise Awareness Step 2. Create a Destination Profile Step 3. Bring together a Stakeholder Working Group Step 4. Allocate Roles and Responsibilities Step 5. Collect and Record Data Step 6. Results Analysis and Benchmarking Step 7. Ongoing Development and Continuous improvement

20. “Destination” Definition • One of the first things your Stakeholder Working Group will need to do is determine the geographical boundaries of your destination. • For the purposes of this study, a destination can be defined as: • A geographic area that is currently or potentially attractive to visitors/tourists. • A place/area which is recognised and can easily be defined as a visitor destination and has a range of facilities and products in place for tourism purposes. • A place/area which is promoted as a destination and has management processes for visitor related and tourism purposes. • A place/area where it is possible to measure the supply of and demand for tourism services i.e. the visitor economy. • A place/area where the visitor management process usually includes a range of public and private sector stakeholders together with the host community

21. The SUSTAIN Process Steps 1,2 & 3 STEP 1: Raise Awareness • Get involved • Spread the message STEP 2: Create a Destination Profile • Provides a snapshot of your destination • An overview for you • A summary for those less familiar STEP 3: Bring together a Stakeholder Working Group (SWG) • Invite stakeholders from relevant sectors • Convene a participatory workshop • Identify core issues and indicators

22. The SUSTAIN Indicators Divided into 4 categories based on the Global Sustainable Tourism Criteria (GSTC) A - Sustainable destination management B - Economic value C - Social and cultural impacts D - Environmental Impacts Approach • Clear and simple • Tailor the System to your destination through selecting optional indicators • Start with what you can and build up. Lack of data for some indicators is not a problem but shows where work is needed.

23. Some Examples of Core Indicators Section A: Destination Management Core Indicators A.1 Sustainable Tourism Public Policy • Indicator A.1.1 Percentage of the destination with a sustainable tourism strategy/action plan, with agreed monitoring, development control and evaluation arrangement Section B: Economic Value Core Indicators B.1 Tourism Flow (volume & value) at Destination • Indicator B.1.1 Number of tourist nights per month • Indicator B.1.2 Daily spending per tourist (accommodation, food and drinks, other services) Section C: Social and Cultural Impact Core Indicators C.1 Community/Social Impact • Indicator C.1.1 Number of tourists/visitors per 100 residents Section D: Environmental Impact Core Indicators D.1 Reducing Transport Impact • Indicator D.1.1 Percentage of tourists and same day visitors using different modes of transport (public/private and type)

24. Some Examples of Optional Indicators Section C: Social and Cultural Impact • Core Indicator: C.1.1 Number of tourists/visitors per 100 residents • Reason for measuring The density of tourists/visitors in comparison to residents offers a suitable indicator for understanding the social impact of tourism on residents. This is referred to as the ‘penetration ratio’. Optional Indicators you could also consider: • Optional Indicator C.1.1.1 Percentage of residents who are satisfied with tourism in the destination (per month/season) • Optional Indicator: C.1.1.2 Number of beds available in commercial accommodation per 100 residents • Optional Indicator: C.1.1.3 Number of second/rental homes per 100 homes

25. Group Exercise To start to form a picture of the indicators most relevant to your destination, stakeholders will be dived into groups and asked to undertake the following exercise: • Identify all the optional indicators relevant to your destination • Of those identified as relevant, prioritise which you would most like to see included

26. The 7 Steps (continued) STEP 4: Establish Roles and Responsibilities • Responsibility is shared so no one is over-burdened • Members collect indicator data according to role • DMO acts as central point of contact for data collation STEP 5: Collect and Record Data • Members have an allocated amount of time to obtain the data for the indicator they are responsible for • Feed data and any comments back to DMO

27. The 7 Steps (continued) STEP 6: Results analysis and benchmarking • Toolkit has built-in Dataset to collect and store results • Results will show up areas of concern • Agree priorities, benchmarks and a plan of action to achieve them. STEP 7: Ongoing Development and Continuous Improvement • Meet regularly to review progress against targets • Make longer-term plans, with timelines and agree responsibilities

28. Next Steps… • Responsibility for relevant data collection will be allocated by DMO • Data should then be collected and passed to DMO • DMO collates and records data to generate results for destination • Stakeholder Working Group can meet again and set benchmarks - aim for continuous improvement • Feedback Form should also be returned to DMO • Your collective feedback will be used to develop and refine the final SUSTAIN system for a launch next year.

29. Thank You Malcolm Bell Malcolm.Bell@vistcornwall.com