Slovenia makes you green: how we developed a unique model of sustainable tourism. Jana Apih GoodPlace, Slovenia 6 November 2017
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1 Slovenia makes you green: how we developed a unique model of sustainable tourism Jana Apih GoodPlace, Slovenia 6 November 2017
2 Factory for sustainable tourism also called GoodPlace is a non-profit institute and is a place in Slovene society where the ideas of how to develop Slovenian tourism in sustainable way found their home and opportunity to become reality. GoodPlace stands for goodplace - for innovation, goodplace - for knowledge, goodplace - for solutions goodplace - for meeting, goodplace to develop and promote sustainable tourism.
3 TRENDS IN TOURSIM
4
5
6 BUSINESS AS USUAL? tourims should be left to the market Green: countries and destinations in control the more tourist the better Green: avoid intrusive visitors, disruptive tourism industry makes travel affordable to all Green: avoid socio-cultural and environmental impact role of DMO is destination management Green: manage, monitor and control
7 HOW
8 Sustainable tourism development as a PATH towards a satisfied consumer, thriving local community, healthy environment, and a solution for a better business.
9 The certification programs are GREEN VEHICLES on this path.
10 The Green Scheme of Slovenian Tourism
11 SLOVENIA
12 GREEN, ACTIVE, HEALTHY.
13 STRATEGIC ORIENTATION 60% površine prekriva gozd. 36% površine je vključene v KEY COMPETITIVE ADVANTAGE omrežje Natura x več OF SLOVENIA. vode na prebivalca kot EU povprečje. DEVELOPING GREEN TOURISM FOR GREEN SLOVENIA. ZGODBA O LOVENSKI ZELENI je vpeta REPOSITIONING v SLOVENIAN znamko TOURISM. I FEEL SLOVENIA.
14 Strategic orientation 1. Slovenia IS green. Slovenia is the 5th greenest country in the world (YALE University/WEF, 2016) The third most forested country in Europe. One third of the teritory is protected. One of the richest in terms of water.
15 Strategic orientation 2. Slovenia GOES green. We have developed Green Scheme of Slovenian Tourism GREEN ACCOMODATION GREEN DESTINATIONS AUTHENTIC EXPERIENCES, LOCAL FOOD, GREEN TRANSPORT...
16 Strategic orientation 3. Slovenia PROMOTES Green. Reposition of slovenian tourism The STORY OF SLOVENIA is a story of GREEN. ACTIVE. HEALTHY.Slovenia.
17 MILESTONES 2009 Strategic guidelines and actions for development 2010 Manual for hotels for implementation of sustainable business models 2011 Partnership declaration for sustainable development of Slovenian tourism
18 2014 The Green Scheme of Slovenian Tourism
19 STEPS
20 Slovenian Tourist Board promotion of Slovenia as a tourist destination VISION: Slovenia as a 5-star destination for Green. Active. Healthy. experiences. establishment of the integral tourist information infrastructure ( linking the existing products and programs of national importance and stimulating new ones 3 sectors, 31 employees
21 KEY SECTORS STB Business Communication (B2B) Digital Marketing (B2C) Research, Development, Innovation & EU Projects
22 OWNER Slovenian Tourist Board ACCREDITED PARTNER GoodPlace PARTNER Green Destinations
23 GREEN SCHEME OF SLOVENIAN TOURISM national program for development of sustainable tourism on more levels certification program label for destinations, hotels, TAs/TOs, parks
24
25 Main characteristics
26 DESTINATIONS TOURISM INDUSTRY
27 Based on global criteria (GSTC, ETIS), is globally recognized and enables international comparisons.
28 Sustainability as a process of constant improvement.
29 NATIONAL CHARACTER National character is based on green stories in several categories. GREEN INNOVATIONS GREEN PRODUCTS NATURE CULTURAL HERITAGE GASTRONOMY
30 GREEN POLICY of Slovenian Tourism 10 commitments
31 Green Policy identifies core commitments of Slovenian tourism to operate according to sustainable principles and is constantly striving for improvement.
32 HOW IT WORKS
33 FOR TOURISM INDUSTRY
34 TOURISM INDUSTRY 1. Hotel / TA independently obtains one of the 6 endorsed labels. 2. Sends proof to STB. 3. Signs the Green Policy. 4. Receives Slovenia Green label + PROMOTION. 5. (Joins the consortium Slovenia Green).
35 FOR PROTECTED AREAS OR
36 PROTECTED AREAS Protected area with a legal status (national park, regional park, protected area) AND an active manager. 1. Independently obtains one of the 2 endorsed labels OR follows the procedure for destinations. 2. Signs the Green Policy. 3. After successful completion, receives Slovenia Green label + PROMOTION. 4. (Joins the consortium Slovenia Green).
37 FOR DESTINATIONS ETIS GDS NATIONAL
38 COVERING ALL PILLARS OF SUSTAINABILITY DESTINATION MANAGEMENT NATURE & SCENERY ENVIRONMENT & CLIMATE CULTURE & TRADITION SOCIAL WELL- BEING BUSINESS & HOSPITALITY COMMITMENT & ORGANISATION NATURE & CONSERVATIO N LAND USE & POLLUTION CULTURAL HERITAGE HUMAN RESPEC BUSINESS INVOLVEMENT PLANNING & DEVELOPMENT NATURE EXPERIENCE WATER MANAGEMEN PEOPLE & TRADITION COMMUNITY PARTICIPATION INFORMATION & MARKETING MONITORING & REPORTING LANDSCAPE & SCENERY SUSTAINABLE MOBILITY LOCAL ECONOMY HOSPITALITY & SATISFACTION LEGAL & ETHICAL COMPLIANCE WASTE & RECYCLING SOCIAL IMPACT MANAGEMENT ENERGY & CLIMATE CHANGE HEALTH & SAFETY CLIMATE CHANGE ADAPTATION
39 DESTINATIONS 1. Destination applies to the annual STB call. 2. Receives support, is guded 3. Follows the steps 4. Signs the Green Policy. 5. After successful completion, receives Slovenia Green label + PROMOTION. 6. (Joins the consortium Slovenia Green).
40 GOAL 1: state of the art analysis (WHERE ARE WE?)
41 Recives support GSST Manual, Trainings, Consultancy, Constant support 2. Indicators: description with instructions 3. Profile on Slovenia Green on line platform for evaluation 4. Survey templates for: visitors, residents, businesses
42 Follows the steps Appoints a Green Coordinator 2. Forms a Green Team 3. Caries out promotion 4. Signes Green Policy 5. Caries out surveys 6. Collects and analyzies data 7. Compiling reports for the auditor. / Audit.
43 Receives the Slovenia Green label SGD bronze: with a score of more than 8,0 in one category. SGD silver: with a score of more than 8,0 in at least two categories (Destination management, Socio-Economics situation). SGD gold: with a score of more than 8,0 in at least three categories (Destination management, Socio-Economics situation) + one Slovenia Green accomodation.
44 GOAL 2: Sustainability action plan (WHERE DO WE WANT TO GO?)
45 Follows next steps Destination receives a report with recomandations from the auditor. 2. Is included in promotion activites of Slovenian Tourist Board 3. Follows next steps: 8. Prepares an action plan 9. Defines local Green USP 10. Visit of the auditor 11. Reporting and reevaluation
46 Advancing in all 17 goals by implementing Slovenia Green
47 GOAL 3: Promotion based on real sustainable development actions
48 LOCAL GREEN USP National character is based on green stories in several categories. GREEN INNOVATIONS GREEN PRODUCTS NATURE CULTURAL HERITAGE GASTRONOMY
49 RESULTS
50 2014 Green Scheme of Slovenian Tourism 2015 pilot Call for destinations and industry nd Call for destinations and industry, Slovenia Green consortium, Global Green Destinations Day rd call for destinations and industry, Slovenia Green Parks
51 SLOVENIA GREEN FAMILY 23 destinations. 14 hotels. 2 TAs. 3 parks. IN THE PROCESS 16 destinations. Over 10 hotels and TAs.
52
53 ITB BERLIN 2017
54 SLOVENIA GREEN DESTINATIONS, LJUBLJANA, PODČETRTEK
55 RESULTES: new solutions
56 DESTINATIONS 1. Upgrading cooperation between stakeholders. 2. Development of measurement tools. 3. Results embedded in strategic planning. 4. Education and support (green team, tourism industry). 5. Establishing new models of visitors management. 6. Upgrading the support to local public initiatives. 7. Establishing short food supply chains. 8. Involving visitors (awareness, experience). 9. Development of green, responsible experiences. 10.Green content marketing (green character)
57 Tourism Ljubljana encouraged hotels to join certification programes. RESULT: 7 hotels joined Travelife
58 Tourism Ljubljana developed in partnership with local cooperative a green supply chain in order to increase locally produced food to hotels and restaurants.
59 COUNTRY BASED ASSESMENT First country that went trough the process of country based assesment by Green Destinations. A commitment to implement sustainability into policies on all levels.
60 SLOVENIA 1. Results embedded in a NEW strategy. 2. NEW measurement tools. 3. Better cooperation between sectors. 4. Support to Slovenia Green Consortium 5. Establishing new models of visitors management. 6. Involving visitors (awareness, experience). 7. Support to development of green, responsible experiences. 8. Green content marketing (green USP).
61 CONSORTIUM SLOVENIA GREEN Association of Slovenia Green destinations and tourism providers. WORKING ON: research, development, education, networking, promotion, sales.
62 Manual for sustainable product development.
63 DECLARATION of sustainable growth of Slovenian tourism, signed by all key stackeholders
64 RESULTS: tools & promotion & sales
65 Manual for marketing and promotion of SLOVENIA GREEN brand and destinations.
66 Joint promotion - based on local character.
67 FIRST GLOBAL GREEN DESTINATIONS DAY 2016 LJUBLJANA
68 SPECIALIZED TRAVEL AGENCY
69 OUR GOAL Slovenia - 100% green
70 SLOVENIA Green. Active. Healthy. #ifeelslovenia Thank you for your attention
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