Creating an ECO Destination Rod Hillman Chief Executive Ecotourism Australia
Ecotourism Australia • Not for profit membership organisation established in 1991 • Purpose: To provide credibility for ecotourism through verified best practice standards and programs. • Primary tools are certification programs, conferences and training. • 500 high quality tourism members across Australia – 25% of Australian Tourism Award Winners. • All Australian National Parks services are members and, increasingly, local governments. • Strong national and international connections and partnerships
The Challenge • How do I • Make my Region stand out from the crowd? • Highlight our natural and cultural assets? • Engage my community as a key feature of my tourism product? • Improve the sustainability of my region? • Give my tourism marketing credibility and authenticity?
What research is telling us • Visitors, and the community generally, have low levels of trust. • Visitors want authenticity, they want genuine experiences. • Visitors want things to be different – but better than home. • Visitors are increasingly choosing destinations, tours and accommodation based on their sustainability credentials.
What others are doing • A global trend is for regions – tourism destinations – to seek independent and verified certification. • There are now close to 300 certified or awarded tourism destinations globally. • Using programs to assess and gain a social license for their activities • Changing their perceptions from ‘ Visitors’ to ‘ Guests’
What about Australia • Regions are rediscovering ‘Product Development’ and that just promotion is not enough. • The rise of ‘Hero Experiences’ that define a region. • Tourism Australia’s ‘Great ……..’ collections. • Strong Government investment in regionally based tourism products within National Parks. • The beginnings of independently branded and verified destinations • Douglas Shire, Lord Howe Island, Townsville & Mt Hotham
A global community
ECO Destination Certification • An online, but coached, program to assess your region’s ecotourism and sustainable tourism policies and practices against a globally recognized standard. • A way to receive official recognition for best environmental and professional practices. • A tool to reassure visitors that your marketing promise is authentic and genuine. • A method to engage your residential and business community. • A process to reassure State/Federal government and other stakeholders of your sustainability approach.
Why ECO • Ecotourism is not a niche, but the most desirable target market • Ecotourists stay longer and spend more • Ecotourists are genuinely interested in your community, nature and culture. • Ecotourists value and appreciate a region’s sustainability efforts.
Ecotourism v Sustainable • All ecotourism is sustainable BUT not all sustainable tourism is ecotourism. • ECO Destination Certification is based on 100 sustainability criteria PLUS additional ecotourism criteria. • A Certified ECO Destination must have ecotourism product and well managed protected areas.
Is it right for me? • Do you have • Natural (and cultural) assets/areas that are protected and cared for? • Established engagement strategies to work with your residents and business communities? • High quality ecotourism products – tours, attractions and accommodation – (or the desire to have them)? • A willingness • To create a business environment that rewards ecotourism businesses?
Global ECO Conference • Come and join like minded Destinations and Tour Operators • December 2-4. Cairns. Far North Queensland • https://globaleco.com.au/
Thank you Rod Hillman ceo@ecotourism.org.au www.ecotourism.org.au
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