Introduction

1. Embedding Sustainable Development in Tourism Strategies Presented by Noki Dube, Cape Town Routes Unlimited22 June 2005

2. Introduction • Tourism as a key economic driver is tasked with making a meaningful contribution towards sustainable growth • Identifying acceptable parameters of change and balance • Requirement for integrated planning, management and control; intergenerational equity; creation of a sense of place and identity; tackling poverty and promoting equity; practicing good governance • Unpack, understand and measure benefits • Properly planned and managed tourism is a powerful tool and contributor to sustainable development • Adopted guidelines and management practices for sustainable tourism development have been agreed to nationally and provincially • These have been applied and incorporated into the Cape Town Routes Unlimited operational model as the destination marketing organisation for Cape Town and the Western Cape

3. Tourism perspective: Triple Bottom Line • Focus on three themes of sustainable development, i.e. • Economic • Socio-cultural • Environmental Underlying message: A recognition that tourism brings about change –positive and negative in destinations. The choice is ours. Informed decisions are vital. Integrated planning and management is key. Success hinges on all of us with a direct or indirect interest in tourism to assume responsibility.

4. Sustainable Development Trends • Sustained interest in and commitment to sustainable development stands out as least likely to grow out of fashion: it grows in importance and has moved beyond the overtly environmental lobby into the wider public domain, including the corporate sector

5. Sustainable Development Trends (continued) • JSE Securities Exchange Social Responsibility Index is the local manifestation of how this has taken hold in South Africa • Companies locally and worldwide are looking more assiduously at Triple Bottom Line (short- term gains vs long-term loss) • Certain resources simply are not renewable

6. Sustainable Development in the Tourism Context • Why is sustainable development important in a tourism context? • According to World Commission on Environment and Development ‘sustainable development meets the needs of the present without compromising the ability of future generations to meet their own needs.’ • Of particular importance ‘meeting the needs of the present’ is critical given our need for job creation • Also ‘without compromising the ability of future generations’. We have the opportunity to ensure that today’s generation does not harm tomorrow’s”

7. Sustainable Development in the Tourism Context(continued) • The World Tourism Organisation: “that development that meets the needs of the present tourists and host regions while protecting and enhancing the opportunities for the future” • Implies the management of all resources in such a way that economic, social and aesthetic needs can be fulfilled while maintaining cultural integrity, ecological processes, biological diversity and life support • Strong parallels with Africa, South Africa, and the Western Cape

8. Sustainable Development in the Tourism Context (continued) • Sustainable tourism includes: • Responsible Tourism • Community Tourism • Ethical Tourism • Pro-poor Tourism • Eco-Tourism

9. Sustainable Tourism Legacy in SA • In 1996, SA Government issued a White Paper on development and promotion of tourism, in which responsible tourism was described as a necessity • National Responsible Tourism Guidelines for South Africa • The Cape Town Declaration: called for • a more balanced relationship between hosts and guests in destinations, • the creation of better places for local communities and indigenous peoples, • recognition that this can only be achieved by government, local communities and business co-operating on practical initiatives in destinations • Emerging Tourism Entrepreneurial Awards launched by SA Tourism supplemented by the Imvelo Awards

10. Sustainable Tourism Legacy in SA (continued) • A Fair Trade in Tourism South Africa trademark that recognises certain special tourism ventures for responsible tourism • Tourism BEE Charter and Scorecard – key performance targets; challenge rests with implementation, measurement and accountability • We are well positioned to set best practice examples of addressing sustainable tourism development

11. Achieving Sustainable Tourism • Our vision encapsulates our attitude towards sustainable tourism • “Leading excellence in promoting sustainable growth and pride in the Western Cape to make a difference in life experiences” • How then do we • Facilitate and promote sustainable development in tourism for our region? • Encourage a break from ‘enclave’ tourism? • Manage increasing tourism numbers? • Ensure that sustainable and responsible tourism are mutually inclusive?

12. Our Commitment to Achieving Sustainable Tourism • At the outset, the tenets of responsible tourism were infused into our core working document, our Business Plan. Our goals are: • To establish a winning destination brand • To ensure an inclusive and equitable industry • To maximise marketing impact and resources • To improve the Business :Leisure Ratio

13. Triple Bottom Line: Economic objectives • Entrepreneurship and enterprise drive business • Investment in SMMEs’ access to market opportunities (Indaba and Cape Tourism Showcase) • Our partnership with one of the most recognised on-line tourism portals, 6 regions and 68 towns already trained on the new e-business platform, 1000 accomodation establishments targeted for 2005/6 • Targeting the domestic market to create “tourists in own country” and encourage commercial possibilities by business to the opportunity

14. Triple Bottom Line: Economic objectives • Building on the strong base created by mainstream tourism businesses • Encouraging the development, positioning and selling of new products/experiences as well as innovation excellence and packaging ; creating a year-round destination • Focusing on extending the season of enterprises and the destination (events, business tourism, smarter target marketing, yield management) • Supporting mentorship and educational programs • Sending the right messages: e.g buy locally-made goods, use locally provided services in order to strengthen linkages along the value chain whilst reducing leakages

15. Triple Bottom Line: Social objectives • Social Objectives (promotion and preservation of culture) • Involve the community in planning and decision-making • Assess social impact as a pre-requisite to developing tourism • Maintain and encourage social and cultural diversity • Be sensitive to our host culture • Education and awareness are important components of the social aspects of Triple Bottom Line. Our schools’ project to develop future tourism ambassadors and participants is an example

16. Triple Bottom Line: Social objectives • Culture and Heritage – e.g Cape Care Route, Cape to Namibia Route, rock art, festivals, arts and crafts, story- telling etc are examples of sharing our cultural product offering • “Access the Cape” Campaigns • Educating tourists regarding our local cultures • Encouraging use of local guides in communities • Promote an inclusive and equitable industry

17. Triple Bottom Line: Environmental objectives Environmental Objectives • Assess environmental impacts as a prerequisite to developing tourism • Sustainable use of local resources, avoid waste and over- consumption • Maintain and encourage natural diversity • Expand the tourist season, while putting no undue strain on environmental resources • Responsible tourism is not only the reserve of environmentalists, change is also taking place in holidaymaker aspirations

18. Triple Bottom Line: Environmental objectives • When asked if they would be more likely to book a holiday that has a written code to guarantee good working conditions, protect the environment and support charities in the tourist destination, UK market feedback: • In 1999 45% said yes • In 2001 52% said yes • In 2004 80% said yes  Environmental sustainability has clearly moved beyond Greenpeace to become a business imperative. It has moved from supply side to demand side

19. Way forward • Leadership in industry requires an understanding of balance: • Our companies/businesses and destination needs to understand the context of sustainable development • We need to integrate environmental, economic and social aspects and balance short term wants with long term needs • We need to establish a direction and clarity of purpose through integrated corporate/destination visions and strategies

20. Way forward cont’d • We need to continue bringing sustainable development to the core of our businesses • We need to take action, seeking out opportunities for radical change through innovation, building human capital, achieving equitable business, achieving an inclusive industry, and continuous learning to accelerate performance improvements and enhance competitive edge • We have these companies in the Western Cape and South Africa. As a destination we must continue to be progressive and delivery focused… alive with possibilities and proudly South African!

21. Conclusion  Ignoring sustainability, whether economic, social or environmental constitutes the biggest risk to our tourism industry. Fortunately, here in South Africa and the Western Cape I believe we got to it early enough. Let us not lose focus nor momentum and continue to assume responsibility in a sustainable manner…. “We have a good platform from which to launch a concerted drive to higher and more sustainable growth. Our prosperity depends not only on what we do, but how we do business together” Dr Mamphela Ramphele, June 2005