Tools for Sustainability and Communication. The basics of sustainable tourism

Transcription

1 Tls fr Sustainability and Cmmunicatin The basics f sustainable turism

2 Frnt and back cver pht: Janne Ylital Spread: Lauren Bath

3 Why? Turism is a grwing glbal industry with knwn ptential fr psitive change. The industry s varius metrics fr success include visitr numbers, accmmdatin statistics, revenue cmparable t exprt, multiplier impacts fr ther industries, such as retail, emplyment figures and grwth rates fr all the abve. Successful travel businesses are target-riented and perate accrding t set strategies, screcards, budgets and balances. As yu can see, the travel industry relies mstly n quantitative and financial metrics t evaluate success. The success f any business is admittedly based n ecnmic merits, but mdern cmpanies shuld als cnsider ther factrs f sustainable develpment. Ecnmic, envirnmental and scicultural sustainability alngside ethical, safe practices frm a slid fundatin fr a successful business. Travellers and business partners alike make value-based decisins, which encurages travel businesses t shwcase the sustainability f their actins and cre values mre and mre. Sustainable businesses that can fluently cmmunicate their values and actins t the custmers will be tmrrw s victrs. In fact, sustainability certificates r plans are already required fr c-peratin with sme internatinal tur peratrs. Sustainability ften brings alng financial savings and stabilises fluctuatins as well. Yu shuld als nte that mst cmpanies are already sustainable, but might neglect advertising their effrts. Sustainable travel is nt a frm f turism, it is a way f ding business, and it shuld cncern all businesses and rganisatins.

4 What? Sustainable practices are the mst relevant indicatr f sustainability in business. Creating sustainable practices requires strategic planning, lgging f prcesses and implementing yur plan at every level f peratins. Yu shuld share yur effrts with yur partners and custmers at every tuchpint and prve yur dedicatin thrugh actins. Sustainability is funded n acquiring infrmatin, applying it int practice and mnitring yur actins cnstantly but als making yur effrts knwn thrugh marketing. Remember that actins speak luder than wrds: always keep yur wrd. 1. Yu can acquire infrmatin frm training, studies and benchmarking. 2. Acquired infrmatin is put int practice by creating a sustainability plan and ther necessary supprting dcuments, such as a safety plan and safety rta. Utilise premade templates and see whether suitable certificatins are available fr yur purpses. Many envirnmental initiatives that include certificatin are available in Finland. We strngly urge any businesses that are aiming fr r are already active n internatinal markets t take part in a sustainability prgram that prvides certificatin. Make use f any certificatins and their lgs in yur cmmunicatins as well. Certificatin creates a structured, systematic and simple way t develp yur business sustainably. The lg allws yu t easily cnvey yur envirnmental effrts t yur custmers. Many prgrams als include varius cmmunicatin tls fr businesses. Read mre abut certificatin (in Finnish) at -> Vastuullisuus -> Ympäristösertifiinnit. This guidebk prvides yu with the tls necessary t acknwledge sustainability in yur peratins, helping yu start the jurney twards sustainable develpment and making yur effrts knwn as well. 3. Make sure yur plans are implemented by systematically training yur persnnel. Ensure everyne is cmmitted t yur cre values by welcming yur staff int the prcess frm the start. 4. Mnitring sustainability is part f yur verall plan fr cnsistent develpment, which shuld react t feedback frm yur persnnel and custmers as well as new infrmatin acquired frm regular training. 5. Yur sustainability effrts shuld be prmted bth publicly and within yur cmpany. Pht: Juh Kuva

5 Hw Sustainability tls Tl #1: Sustainability is nt a stable state. Yu cannt just create a plan and then let it sit. Update yur plans. Cnstantly re-evaluate yur practices. Be brave and publish yur future gals fr different aspects f sustainability. Remember, the frms and instructins are easy t dwnlad and update. 1) The first tl is used t evaluate yur present situatin, set future gals and update them as yu g. 2) The secnd tl is a cmmitment that can be included in yur nbarding materials. Planning a sustainable business 3) The third tl is a template fr yur marketing plan. Take the challenge and lead the change!

6 Envirnmental sustainability buildings and basic infrastructure Subject Where are yu nw? What culd be dne differently? What shuld yu d first? Persn in What shuld yu d next? Persn in Signature Energy: Using renewable surces fr electricity and cutting dwn cnsumptin Energy: Heating and cling methds and alternatives Ways t save Building maintenance: Are faults lgged and addressed?

7 Subject Where are yu nw? What culd be dne differently? What shuld yu d first? Persn in What shuld yu d next? Persn in Signature Waste management: What is recycled? Can custmers find the cllectin pints? Waste management: Minimising waste fd waste, dispsable cntainers, plates and cups

8 Subject Where are yu nw? What culd be dne differently? What shuld yu d first? Persn in What shuld yu d next? Persn in Signature Water: Is water cnsumptin tracked? Are leaks reprted autmatically? Ways t cut dwn Water: Cntrlling water use (faucets, tilets) and increasing awareness

9 Envirnmental sustainability means and rutes f transprtatin Subject Where are yu nw? What culd be dne differently? What shuld yu d first? Persn in What shuld yu d next? Persn in Signature Transprtatin fr persnnel public transprt cars (fuel and ecnmy) nnmtrised transprt Transprtatin fr custmers Hw can custmers reach yur lcatin? public transprt nn-mtrised transprt Can yur lcatin be reached withut a private car? Have yu prmted ther ptins? Envirnmental sustainability respecting nature Des yur business pllute r strain the envirnment? D yu educate yur custmers abut the envirnment and its prtectin?

10 Ecnmic sustainability Subject Where are yu nw? What culd be dne differently? What shuld yu d first? Persn in What shuld yu d next? Persn in Signature Des yur business emply lcal wrkers and supprt ther reginal businesses? Des yur business supprt the lcal ecnmy? Scial respnsibility, persistence and transparency Prcurement: dmestic prducts, lngevity, serviceability

11 Sci-cultural sustainability Subject Where are yu nw? What culd be dne differently? What shuld yu d first? Persn in What shuld yu d next? Persn in Signature Is yur regin part f yur services? (Culture, fd, prmtin, architecture, interir design etc.) D yu take care f yur emplyees? D yu supprt lcal businesses and favur lcal prducts? Are yu part f the lcal cmmunity? D yu interact with the cmmunity?

12 Ethical sustainability Subject Where are yu nw? What culd be dne differently? What shuld yu d first? Persn in What shuld yu d next? Persn in Signature Are yur services accessible fr all? D yu prvide equal pay fr equal wrk?

13 Safety Subject Where are yu nw? What culd be dne differently? What shuld yu d first? Persn in What shuld yu d next? Persn in Signature Risk analysis and safety plan Safety rta First aid skills Travel Industry Safety Passprt

14 Pht: Juh Kuva Tl #2: Internal cmmitment fr sustainable businesses

15 A cmmitment t sustainability that can be included in yur nbarding materials. Cmpile the mst imprtant pints f yur sustainability plan int ne dcument. Yu can als include pints that require the mst attentin in yur pinin. This can be a wrk in prgress! Custmers will value yur willingness t evlve and seek ut slutins. G thrugh the cmmitment at least nce a year. Set new gals tgether with yur persnnel, custmers and partners. Yu shuld als publish the cmmitment n yur website and display it n yur walls. Our business is cmmitted t the fllwing pledges that prmte sustainability in travel: We will reduce waste Persn in : Recrded value, date: Gal, date: Ways t reach ur gal: We will reduce water use Persn in : Recrded value, date: Gal, date: Ways t reach ur gal: Yu can use the examples n the fllwing page fr help. We will adpt renewable energy and reduce pwer cnsumptin Persn in : Current energy surce: Renewable energy surce f chice: Date: We will favur rganic and lcal prducts whenever pssible Persn in : Which rganic and lcal prducts will be used: We will practively guard yur safety Persn in : All persnnel are trained in first aid All persnnel hld a Safety Passprt We will ensure the safety f ur partners hw: We will cnsider the lcal cmmunity Persn in : Hw ur cnsideratin is manifested:

16 Marketing plan Tl #3: Marketing plan fr sustainable businesses Travellers and partners increasingly value businesses that make sustainability part f their planning and peratins. In fact, sustainability is a requirement fr c-peratin with many internatinal tur peratrs. Many ptential partners will ask fr yur certificatins, which is why yu shuld develp yur sustainability accrding t the fllwing path: 1. Get training fr sustainability in travel, acquire infrmatin frm bks, nline and n scial media platfrms. Keep updating yur skills. 2. Create a sustainability plan fr yur business. 3. Find the mst useful prgram, certificatin r criteria fr envirnmental r sustainable develpment and adpt it. 4. Implement the plan thrughut yur cmpany and include sustainability training in yur nbarding materials. 5. Make yur sustainability effrts knwn thrugh marketing. Pht: Jaakk Tähti

17 Create a plan f actin: What t d Detailed plan Persn in Ntes Skill level / training in sustainable travel Prgram, certificatin r criteria fr envirnmental r sustainable develpment Onbarding and internal cmmunicatin External cmmunicatin* *) Create a marketing plan. Where and hw is yur sustainability prmted? Wh is in f cntent prductin, updating and sharing? Wh is in f internal cmmunicatin and which channels are being used?

18 Sustainability n yur channels Yu can get the mst views n yur website. It als pays t share related news n scial media. If sustainability is represented well n yur website, it s easy t simply share a link t yur site n different channels. Tips fr cntent: Build a dedicated sectin fr sustainability n yur website. Include sectins fr different aspects under Sustainability: Envirnmental Ecnmic Sci-cultural Ethical Safety Chse the subjects yu can prvide insight and examples n. Explain hw yu include sustainable develpment int yur planning and what measures yu take. Give examples, shwcase feedback and include phts. D nt make claims that can t be backed up in reality. Yu can als share gals yu re cmmitted t. Check ut #situmus2050, jin in and share hw yur business can make a cmmitment t the campaign. If yur business fllws the principles f scial respnsibility and/r dnates t a specific cause, tell the wrld! Include lgs fr certificatin and ther partners (e.g. Finnish Assciatin fr Fair Turism etc.) n yur website. Remember t lcalise yur cntent as well at least an English versin. Cmpare yur website t thers in the industry (benchmarking). Share yur website link actively and prmte yur sustainability effrts thrugh all the channels at yur dispsal. Travellers are increasingly chsing their service prviders based n values, cnducting research and making their purchases where infrmatin is easiest t find. Make use f feedback and cmments frm travellers n scial media as well as in persn. Remember t thank yur custmers fr feedback, cmments and shares n scial media. Give yur custmers a chance t make a difference. Guide and encurage travellers t make envirnmentally cnscius and sustainable chices. Be successful!

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21 This manual is printed n envirnmentally friendly FSC certified paper.