1. Voluntary Industry Initiatives in Jamaica: EAST
Hugh Cresser Project Coordinator The EAST Project
Karen McDonald-Gayle Project Management Specialist USAID/Jamaica
World Tourism Organization – Tourism Policy Forum October 20, 2004 Working Group Sessions Session C: SME Business Development and Competitiveness

2. USAID/Jamaica Environment Program: From Ridge to Reef
Goal:
To improve natural resource quality in select areas across Jamaica
3 major project activities focused on:
Improving wastewater management
Assisting the government to develop environmental policies
Promoting Environmental Best Practices in:
Coastal Zone Management
Watershed Management
Sustainable Tourism

3. The Phases of The EAST Project:
Demonstration of effectiveness of EMS as
savings tool
Green Globe Certification
Training and testing environmental technologies
Identifying the total product
Phase 2
Demonstration of EMS in tourism facilities
and attractions
Continued EMS work and certification
Working with educational institutions and developing “green” curriculum for Hotel
Training Facility
EMS work with manufacturing sector
Phase 3
Promoting an integrated tourism development approach for a single destination (Portland)
The Destination Management Program (DMP)
Consultants including engineers and hotel operations specialists assessed hotel infrastructure, equipment, practices and operations to determine the environmental performance baseline for five hotels in Jamaica. Information obtained from the assessment was applied to developing environmental management systems (EMS) which govern key aspects of a facility’s operations, management, and decision-making process. Performance indicators were water and energy efficiency standards, limitation of chemical inputs, and realized monetary savings.

4. EAST Background
Began in 1997 as a demonstration of the benefits of improved environmental management in the hotel and manufacturing sectors
Focused on impacts to the bottom line to ensure buy-in:
Energy use
Water use
Wastewater generation
Solid waste generation
Use of chemicals
The Environmental Audits for Sustainable Tourism (EAST) Project, funded by the USAID and implemented by PA Consulting began in 1997 as a demonstration of the benefits of improved environmental management in the hotel and manufacturing sectors.
By so doing, it focused on the impacts to the bottom line through the proper management of Energy and Water, Wastewater generation, Solid waste generation, Chemical use, and Management practices.
Activities of EAST are coordinated with two other USAID/Jamaica projects: Coastal Water Quality Improvement Project (CWIP) and the Ridge to Reef Project and the EAST Project can best be described as a project that supports the principles of Sustainable Tourism and through its implementation, brings a wide cross section of experiences to its stakeholders.

5. Objectives of EAST Project
Promote sound environmental management in the hotel/tourist industry and manufacturing sector and forge linkages between both industries
Identify environmental champions
Include best environmental management practices in hospitality and tourism curricula
Transfer the lessons learned to the wider Caribbean
The broader objectives of the EAST Project are:
(a) Consolidate and expand the application of sound environmental management in the hotel/tourist industry and manufacturing sector with a special emphasis on creating linkages between both industries,
(b) Identify environmental champions within the hotel and manufacturing sectors who would promote and encourage enterprises to adopt environmental management practices,
(c) Work with vocational and tertiary institutions to include best environmental management practices in their hospitality and tourism curricula,
(d) Transfer the lessons learned from the first phase of the project to other businesses in Jamaica and the wider Caribbean,

6. Implementation Strategies
Target four groups for capacity building in relevant government and non-government tourism organizations:
Hotels and attractions
Tourism and other government agencies
Educational institutions
Communities
Provide technical and institutional strengthening assistance for long term strategies
Inclusion of lessons learned and best practices initiatives into standard operating requirements for licenses issued by the Tourism Product Development Company (TPDCo)
Implementation Strategies:
In order to achieve the desired goals and objectives and to ensure that there would be a sustainable strategic plan once the project ended, focus was placed on four (4) specific target groups and on capacity building in relevant government and non-government organizations. As a result we focused on:
Hotels and Attractions
Tourism and other Government Agencies
Educational Institutions – Runaway Bay HEART Hotel and Training Institute
Community – for the Destination Program
The project then worked with both government and non-government agencies providing technical assistance for their institutional strengthening programs by passing the lessons learned to those institutions which would then incorporate them into their long term strategies.
It was felt too, that some of the best practices initiatives should be included as standard operating requirements for licenses issued to tourism entities, by the Tourism Product Development Company (TPDCO).

7. Challenges Encountered
Limited management and technical capabilities of small hotels
Identification of leaders and champions within the tourism industry
Changing the mind-set from “standard practices” to “best practices” in business operations
Sourcing capital for environmental retrofitting
Need for increased government support for licensing standards, promotion and marketing, and incentives for “going green”

8. RESULTS: Case Studies

9. Major Accomplishments
Introduction of Green Globe 21 Certification
Greening of curricula at the Runaway Bay HEART Hotel and Training Institute
Introduction of Certified Hotel Environmental Manager program
Audit protocol for hotels, attractions and manufacturing enterprises
Development of a Destination Management Program
Major Achievements:
In light of the challenges met by the project, and due to the initiatives taken, there have been many positive results that have lessened the negative impacts on the environment at the same time encouraged and motivated the tourism sector towards sustainable tourism practices. A few of these initiatives were:
Introduction of Green Globe 21 Certification – first 5 hotels in the world certified, Jamaica has the largest number (32) of hotels and attractions certified to date.
Greening of curricula at the Runaway Bay HEART Hotel and Training Institute (that institution is the first hotel school to be GG21 certified and developed “Best Practices” Training video for Engineering, Housekeeping, and F&B Services in conjunction with the institution.
Introduction of Certified Hotel Environmental Manager program for professional development (20) Certified Hotel Environmental Managers.
EMS Training for Management and Supervisors Established Jamaica as leader in sustainable tourism.
Partnerships between industry and government, communities and environmental NGOs.
Developed Audit protocol for hotels, attractions and Manufacturing enterprises and trained Local Consultants to conduct Environmental Audits and Assessments.
Economic Growth and Investment Plan to support Sustainable Development in Port Antonio/Portland through the development of a Destination Management Program.

10. Destination Management Promoting Collective Actions
Repositioning Portland as a prime tourism destination
Encouraging sound and coordinated environmental planning by government and private sector
Identifying new and innovative economic development opportunities for local communities
Meeting international sustainable tourism benchmarks
Achieving Green Globe 21 Benchmarking and Certification for Portland
Destination Management Promoting Collective Actions
The various phases of EAST evolved into the Destination Program and one of the primary goals for the implementation of the DMP in Portland is to reposition that area as a prime tourism destination and by so doing the project has been working closely with the Office of the Prime Minister - Ministry of Development, in the overall development plans for that parish.

11. Indirect Achievements
Improved awareness of environment issues within tourism industry
Public/private partnerships in destination management
Industry support to local communities and environmental NGOs
Transfer of experience to Eastern Caribbean `
Indirect Achievements
The EAST Project has, over the past years, motivated many countries in the region to focus on sustainable development issues and the project played a major role in the USAID decision to fund the Certified Hotel Environmental Managers Initiative (CHEMI) in the Eastern Caribbean.
In addition to the above mentioned accomplishments, the following resulted from the project:
Over 500 students have now been certified in Environmental Best Practices from The HEART Hotel and training Institute.
EAST Lessons learned have been promoted in Egypt, Brazil, Guatemala, Uganda, the Bahamas and the Cayman Islands
JHTA Environmental Committee revitalizing the “Big Brother Program” and the Plant a Tree Project
Destination Management Group taking ownership of the Destination Certification Program
Government of Jamaica has endorsed the GG 21 Certification and encouraging all hotels to become certified
Large hotels and hotel groups have come on board and are getting certified  

12. Lessons Learned
EMS is an effective management tool, while certification provides necessary incentive
Promotion of achievements results in “follow the leader”
Voluntary approach extends “outside the fence” of hotel properties
Continuous improvement creates incentive for innovation
Environmental issues must be incorporated into mainstream planning and investment decision
Lessons Learned:
During the implementation process of the project we were able to gain a lot of experiences and learn many lessons from the process, some of the most valuable lessons were that:
The EMS is one of the most effective management tools especially when applied to small hotel operations
The importance of community leadership and involvement in the developmental process of the destination was re-emphasized.
Voluntary approach extends “outside the fence” of hotel properties.
Efficiency and effectiveness can be gained from cross-sectoral stakeholder participation.
Environmental issues must be incorporated in any plan aimed at achieving sustainable tourism and economic development

13. Conclusion Voluntary approach demonstrated
Industry commitment to improved environmental performance
How tourism benefits local communities
How the private and public sector can work together in destination planning and management
Conclusion
Through the EAST Project we have seen a voluntary approach to sound environment management demonstrated through Industry commitment to improved environmental performance.
Jamaica has taken a giant stem towards implementing best practices to achieve sustainable development and as a result is seen as one of the leading forces behind sustainable tourism in the region. However, to continue with its achievements, Management will now need to take greater responsibility by placing more emphasis on incorporating environmental management in every day operating exercises. This will continue to improve the benefits of tourism to local communities and continue to encourage public/private sector collaboration.

14. Thank you!
This project was implemented by PA Government Services