Ecotourism – your natural advantage Rod Hillman – Ecotourism Australia

What is the Natural Advantage of Landscapes? National Landscapes is the national tourism product development program in Australia. National Landscapes is the national tourism product development program in Australia. It’s a tool for Australia to deliver on its marketing promise for visitors to have exciting, unique and high quality experiences. It’s a tool for Australia to deliver on its marketing promise for visitors to have exciting, unique and high quality experiences. It gets regions talking to each other who would not normally do so. It gets regions talking to each other who would not normally do so. It’s a unique combination of Conservation and Tourism that contributes to the creation and longevity of sustainable businesses. It’s a unique combination of Conservation and Tourism that contributes to the creation and longevity of sustainable businesses. It works. Regions get more visitors. Quality experiences get reward. It works. Regions get more visitors. Quality experiences get reward.

Ecotourism Australia Formed following Australia’s first ecotourism conference in Formed following Australia’s first ecotourism conference in Not for profit, non-government membership based and funded organisation. Not for profit, non-government membership based and funded organisation. Close to 500 certified tour operator members. Close to 500 certified tour operator members. 90% of membership is tour operators delivering ecotourism products 90% of membership is tour operators delivering ecotourism products Peak national body for the nature-based & cultural tourism industry. Peak national body for the nature-based & cultural tourism industry. Certification programs. Certification programs. Conferences and workshops. Conferences and workshops. Advocacy on behalf of members. Advocacy on behalf of members. Marketing of members – Eco-lodges, ATE & website. Marketing of members – Eco-lodges, ATE & website. “To inspire environmentally sustainable and culturally responsible tourism”

Ecotourism – your natural advantage Eco-tourism Eco-tourism Tourism in and about nature, Tourism in and about nature, Conducted in a sustainable manner, and Conducted in a sustainable manner, and Provides a contribution to the environment & community Provides a contribution to the environment & community Defined by the Eco-certification criteria Defined by the Eco-certification criteria A sustainable business is a profitable business A sustainable business is a profitable business

Customers want it “Today’s consumers expect travel companies to build sustainability into their product offer. A majority (70%) believe companies should be committed to preserving the natural environment and 55% want fair working conditions, while three quarters want a more responsible holiday and 66% would like to be able to easily identify a greener holiday.” “Today’s consumers expect travel companies to build sustainability into their product offer. A majority (70%) believe companies should be committed to preserving the natural environment and 55% want fair working conditions, while three quarters want a more responsible holiday and 66% would like to be able to easily identify a greener holiday.” 2012 report by The Travel Foundation and Forum for the Future 2012 report by The Travel Foundation and Forum for the Future

Destinations need it “In the end it’s all about protecting our product. If the product—our destinations—aren’t protected in environmental and social terms then people won’t want to visit them, it is as simple as that.” John De Vial, head of Financial Protection, ABTA — John De Vial, head of Financial Protection, ABTA

Where the market is heading – Tourism Megatrends CSIRO Project to determine opportunities and challenges for Tourism – the Tourism Megatrends CSIRO Project to determine opportunities and challenges for Tourism – the Tourism Megatrends The Orient Express (In 2013 Chinese visitors alone spent more than $4B in Australia) The Orient Express (In 2013 Chinese visitors alone spent more than $4B in Australia) A Natural Advantage A Natural Advantage Great Expectations Great Expectations Bolts from the Blue Bolts from the Blue Digital Whispers Digital Whispers On the Move On the Move The Lucky Country. The Lucky Country.

Where the market is heading – ‘Catching the Next Wave’ Deloittes have identified sectors that can be expected to grow significantly faster than global gross domestic product (GGDP) as a whole over the next 10 to 20 years. Deloittes have identified sectors that can be expected to grow significantly faster than global gross domestic product (GGDP) as a whole over the next 10 to 20 years. Top three are gas, tourism and agribusiness Top three are gas, tourism and agribusiness Key advantages Key advantages Proximity to Asia Proximity to Asia Beautiful natural assets Beautiful natural assets Safety and languages Safety and languages Cheaper flights Cheaper flights Education as a drawcard Education as a drawcard A$ settling at U.S.80 cents in the longer term A$ settling at U.S.80 cents in the longer term

Common Themes Focus on quality not price. Focus on quality not price. Focus on our Natural Advantage. Focus on our Natural Advantage. Build trust and accountability. Build trust and accountability. The reality of China. The reality of China. The reality of the internet. The reality of the internet. This sounds a lot like National Landscapes. This sounds a lot like National Landscapes.

Regeneration and renewal Ecotourism is moving into new and exciting areas that can drive demand. Ecotourism is moving into new and exciting areas that can drive demand. Volunteerism building on visitor’s need for an emersion experience that puts value into their ‘ time away’ Volunteerism building on visitor’s need for an emersion experience that puts value into their ‘ time away’ Geotourism providing an opportunity to build new markets and international partnerships Geotourism providing an opportunity to build new markets and international partnerships An industry based on trust and social review – Trip Advisor Green Leaders An industry based on trust and social review – Trip Advisor Green Leaders Appreciating, accepting and adapting to the scale of the Chinese market Appreciating, accepting and adapting to the scale of the Chinese market Parks embracing their role in tourism Parks embracing their role in tourism

Signature Nature Product Criteria – What and Why? Objective of product selection is to demonstrate why Australia offers the best in world-class nature and cultural experiences. Objective of product selection is to demonstrate why Australia offers the best in world-class nature and cultural experiences. Products showcase the most unique and compelling nature and cultural based consumer experiences within a National Landscape. Products showcase the most unique and compelling nature and cultural based consumer experiences within a National Landscape. There is no limit to the quantity of product submissions however Tourism Australia recommend selecting approximately 10 hero products per Landscape (as a guide) to showcase the best of the best experiences for each Landscape. There is no limit to the quantity of product submissions however Tourism Australia recommend selecting approximately 10 hero products per Landscape (as a guide) to showcase the best of the best experiences for each Landscape. The criteria is an excellent way of demonstrating that your business is “Export Ready” for marketing by RTOs, STOs and Tourism Australia The criteria is an excellent way of demonstrating that your business is “Export Ready” for marketing by RTOs, STOs and Tourism Australia

Signature Nature Product Criteria Product/Experience Name Product/Experience Name Located in a National Landscape Located in a National Landscape Domestically Established and Export Ready Domestically Established and Export Ready Product and Experience Delivery Product and Experience Delivery Conservation of natural and cultural values Conservation of natural and cultural values Marketing Marketing Supporting the National Landscape Values and Unique Identity Supporting the National Landscape Values and Unique Identity Accreditation/ Certification Accreditation/ Certification Insurance and relevant licenses Insurance and relevant licenses Indigenous (Member of the Indigenous Tourism Champions Program) Indigenous (Member of the Indigenous Tourism Champions Program) Accessibility Accessibility Supporting information Supporting information

Signature Nature Product Criteria Workshops Ecotourism Australia is very strong supporter of the National Landscapes program and has recently delivered a workshop in South Australia – Port Augusta. Ecotourism Australia is very strong supporter of the National Landscapes program and has recently delivered a workshop in South Australia – Port Augusta. Another is contracted in Victoria for this year. Another is contracted in Victoria for this year. Format is for tour operators to: Format is for tour operators to: Understand the Signature Nature Product Criteria Understand the Signature Nature Product Criteria Combine with an “International Export Ready Workshop” Combine with an “International Export Ready Workshop” Undertake an eco-certification workshop (satisfies criteria 5 & 8) Undertake an eco-certification workshop (satisfies criteria 5 & 8) Ecotourism Australia is keen to work with National Landscapes to deliver workshops in your region. Ecotourism Australia is keen to work with National Landscapes to deliver workshops in your region.

Signature Nature Product Criteria’s future “ What success looks like” “ What success looks like” Increase the numbers of new products or experiences that meet the criteria of the signature product Increase the numbers of new products or experiences that meet the criteria of the signature product A major tangible from the National Landscapes program A major tangible from the National Landscapes program How can this remain as a natural pathway for product to become export quality/ready and picked up by STOs and TA? How can this remain as a natural pathway for product to become export quality/ready and picked up by STOs and TA?

How Ecotourism Australia is adapting to the changing world Greatly reduced eco-certification application Greatly reduced eco-certification application New customer focused website driving business direct to members websites New customer focused website driving business direct to members websites Partnerships: Partnerships: Marketing – Ecolodges and Aussie Specialist Marketing – Ecolodges and Aussie Specialist International – Eco-certification in Southern Africa International – Eco-certification in Southern Africa Emerging markets – working with China Ready & Accredited Emerging markets – working with China Ready & Accredited Auditing & Conservation – Conservation Volunteers Australia Auditing & Conservation – Conservation Volunteers Australia Social media – Trip Advisor Social media – Trip Advisor

Eco-certification Building sustainability – Financial, Environmental, Social and Cultural Building sustainability – Financial, Environmental, Social and Cultural Product development tool that defines ecotourism Product development tool that defines ecotourism Criteria: Criteria: Business Management & Operational Planning Business Management & Operational Planning Responsible Marketing Responsible Marketing Customer Satisfaction Customer Satisfaction Environmental Management Environmental Management Interpretation & Education Interpretation & Education Contribution to conservation Contribution to conservation Working with local communities Working with local communities Cultural Respect and Sensitivity Cultural Respect and Sensitivity

Our Programs ECO Certification–for nature tourism ECO Certification–for nature tourism Respecting Our Culture-for all involving culture Respecting Our Culture-for all involving culture Climate Action Certification – any tourism business Climate Action Certification – any tourism business EcoGuide Certification – for individual tour guides EcoGuide Certification – for individual tour guides”

Ecotourism Australia Rod Hillman Rod Hillman Global Eco Conference 12 th November World Parks Congress Sydney Global Eco Conference 12 th November World Parks Congress Sydney