GLOBAL SUSTAINABLE TOURISM COUNCIL
BUSINESS PLAN: 2011 - 2013
“Promoting the widespread adoption of global sustainable tourism standards to ensure the tourism industry continues to drive conservation and poverty alleviation”
Erika Harms, Executive Director
Phone: (703) 887-9040
Executive Summary
The Global Sustainable Tourism Council is a global, multi-stakeholder membership organization dedicated to increasing the reach, awareness and recognition of sustainable tourism practices through large and small enterprise operations and to endorsing the principles of the GSTC Criteria. A board of directors leads the organization and day-to-day operations managed by a secretariat.
The GSTC mission requires creating credibility in the marketplace for sustainable tourism offerings, which will be established through the GSTC Criteria. The Criteria are a set of universal principles that create a common language and framework. This framework describes the minimum requirements necessary for any travel or tourism business to reach in order to protect and sustain the world’s natural and cultural resources while ensuring travel and tourism meets its potential as a tool for conservation and poverty alleviation.
The GSTC Criteria lay the foundation for the programs that will lead to market credibility: GSTC Recognition, GSTC Approval and GSTC Accreditation. The organization will offer these programs to travel and tourism stakeholders. The GSTC will also develop Destination Level criteria that complement the current GSTC Criteria for Hotels and Tour Operators. To support these initiatives the organization will develop education and training programs that will build understanding as well as capacity for implementation.
Introduction
The Global Sustainable Tourism Council (GSTC) is a multi-stakeholder global tourism organization. Born as a strategic coalition of partners under the umbrella of the UN, the GSTC brings together businesses, governments, non-governmental organizations, academia, individuals and communities engaged in, and striving to achieve best practices in sustainable tourism. Established as a membership council, the GSTC serves as the international body for promoting education, understanding and adoption of global sustainable tourism practices. The GSTC compiles, adapts and develops tools and training to foster sustainable tourism practices and works to increase demand for sustainable tourism products and services. At the core of its work are the GSTC Criteria.
GLOBAL SUSTAINABLE TOURISM CRITERIA
The Global Sustainable Tourism Criteria (the Criteria) are a set of global guiding principles. They represent the minimum requirements necessary for any travel and tourism business to reach in order to protect and sustain the world’s natural and cultural resources while ensuring tourism meets its potential as a tool for conservation and poverty alleviation. As a minimum baseline, and not a maximum, the Criteria can be adapted and expanded to the specific conditions of each region of the world and each industry sector, as the key issues for sustainability will have different emphasis under differing conditions. The GSTC Criteria form the foundation of the GSTC Process, which includes the GSTC-Recognized, GSTC-Approved and GSTC-Accredited programs.
Vision and Mission
Vision: Tourism fulfills its potential as a vehicle for generation of socio-economic benefits for all stakeholders, and the conservation of destinations and their natural and cultural heritage.
Mission: To be an agent of change in the world of sustainable travel and tourism by fostering the increased knowledge, understanding, adoption and demand for sustainable tourism practices.
Organization
The Global Sustainable Tourism Council is a membership-based non-profit, non-governmental organization, which represents diverse stakeholders in travel and tourism, through its membership council.
The Membership Council is made up of sustainable travel and tourism stakeholders including for-profits, non-profits and individuals. Organization members designate one representative to act as the liaison between the organization and GSTC, and represent the organization at the Membership Council as well as during voting procedures.
A Board of Directors manages the GSTC and is responsible for governance oversight of the council’s mandate, program of work, and operations (including staffing, budget, and administrative affairs).
There are 20 available board seats:
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12 elected seats – these seats are filled by those elected by the GSTC membership through an election process. Seats are open to any GSTC member in good standing. These members will serve for a period of 3 years.
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3 permanent seats – these seats are filled by United Nations agencies UNWTO, UNEP and UN Foundation. Other United Nation agencies and affiliates that become members of the GSTC may be invited to serve on the Board in the same capacity.
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5 appointed seats – these seats are appointed by the board and are based on the individual’s experience contribution to the organization. The terms of these seats are for 1 year renewable to up to 3 years. They will be filled as the need arises.
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Observers - the board can designate observer status to individuals or category of individuals as required. They will have a voice but not a vote.
An Ambassadors’ Council of influential individual leaders or financial contributors will be established to provide visibility, funding and support to the GSTC Board.
A semi-autonomous Accreditation Panel, chaired by an expert who is not part of the GSTC Board, manages the Recognition, Approval and Accreditation program. The accreditation manual defines the Accreditation Panel’s work.
Working groups, chaired by a board member, manage the strategic planning and implementation of each of the program areas.
The organization is managed by a Secretariat comprised of an Executive Director and supporting staff that manage the implementation of the vision, mission, objectives and business plan of the organization.
The operation and governance of the organization is detailed in two documents: the By-Laws of the organization and an operational manual.
Setting up the GSTC (2010-2011)
Action is key to the success of the GSTC over the next three years. Significant work has been done to prepare the way for on-the-ground execution of the developed programs. In roughly the first 18 months the GSTC hit major milestones for building and strengthening the organization. The Secretariat, Board of Directors and Working Groups worked collaboratively to establish internal mechanisms for the operations of the GSTC and to pursue the organization’s goals, including:
1. Facilitate the adoption and promotion of universal sustainable tourism principles. By managing the current GSTC Criteria for hotel and tour operators (including revisions, adaptations and policing); creating a GSTC-Recognized program to evaluate standards, as well as creating an accreditation program for certification programs that use recognized global sustainable tourism standards. Members of the GSTC staff and board have also participated in multiple events around the world to promote the Criteria as well as coordinated with several countries for the adoption of the Criteria into national or regional development policies.
2. Increase knowledge and understanding of sustainable tourism practices. Through the creation of training courses on sustainability for business; training to help certification programs go through accreditation; conducting webinars, hosting workshops and building training modules for academia.
3. Build demand for sustainable travel. In collaboration with the International Trade Center of the UN, setting up the mechanisms to build a GSTC database of recognized standards and accredited certification programs, businesses, and activities; working with distributors to facilitate access to sustainable products and services.
Market Analysis
Over the last two years the demand for sustainable tourism offerings has increased, driven mainly by the commitment of leading distribution companies managing their supply chains as well as visionary hotel chains adopting more sustainable practices. This is however a nascent marketplace, where the offerings only represent a small fraction of the total hotel and tour operator market and the demand is still driven mainly by a business to business approach.
Accreditation for tourism is in the early development stage and demand is limited. Early demand for accreditation in industries like forestry and fisheries was driven by the need to address negative publicity campaigns from organizations such as Greenpeace and WWF. The travel and tourism industry is not currently facing this type of focused publicity. Therefore full-fledged accreditation programs for the travel and tourism sector are not in high demand. This is especially true for smaller certification bodies where the costs of full accreditation would be difficult to justify. Again, in the forestry and industry sectors, large certification bodies have been able to reduce costs through volume. Unfortunately, only one of these large certification bodies currently works with tourism.
On the positive side, companies are focusing on supply chain management and with the push of global distributions systems and travel agencies the travel and tourism industry may experience a “Wal-Mart” effect. Governments are increasingly engagement in procurement policies and companies are adjusting their travel programs to meet sustainability requirements.
Another trend in the marketplace is the demand for sustainable tourism at a destination level. The market has seen growth in companies and organizations working on destination certifications and other programs addressing sustainability at regional levels. Destinations have expressed a desire to build sustainable tourism programs and policies, and increasingly they are using the GSTC Criteria as a baseline.
Strategy: 2011-2013
Overall Strategy Statement
Essential to the continued success of the GSTC is an overt show of action and accomplishment by the organization. The next two years will be focused on implementation as well as recording and reporting out on membership and partner success stories and case studies.
Immediate Strategic Action
For the next three years, the GSTC will concentrate on disseminating and encouraging wide adoption of the GSTC Criteria, strengthening the certification process, building the market for sustainable products, and prioritizing work on destinations. In parallel, the organization will work with multiple constituencies to set up the mechanisms for the launch of the Accreditation program in 2014.
The GSTC strategy will encompass the following:
1. Recognition of tourism standards
2. Approval of certification programs
3. Building markets for recognized standards and approved certifications
4. Strengthening education and training
5. Revising standards and creating destination standards
6. Lay groundwork for 2014 launch of an accreditation program
Implementation of the Strategy
1. Recognition of Tourism Standards
Tourism standards will be evaluated to determine equivalence with the GSTC Criteria and will be awarded the GSTC-Recognized label. GSTC-Recognized means that a sustainable tourism standard has been reviewed by GSTC technical experts and the GSTC Accreditation Panel and deemed equivalent to the GSTC Criteria for sustainable tourism and is administered by a standard owner that meets GSTC requirements. Benefits for the recognized standards include, among others, the promotion of the standards via the GSTC website and other communication vehicles, and is the first step towards GSTC approval of certification programs or the accreditation of certification bodies.
Any entity that has developed or owns the rights to a sustainable tourism standard can apply for recognition. This can be a certification or verification program, standardization body, hotel chain, tour operator for its commercialization chain, and others.
See specific steps and procedures here.
2. Approval of Certification Programs
Certification programs will be evaluated to determine if they are using a GSTC-Recognized standard and if they are following acceptable processes and procedures. This work aims to guarantee the credibility of the certification programs (the rules for applying a standard) while the Accreditation program is finalized. Businesses certified by an approved certification program can also use the GSTC-Approved language and logos.
See specific steps and procedures here.
3. Building Markets
The ultimate goal is to build demand for sustainable tourism products. To build demand, these products must be made available to consumers when and where they research and book travel. Product availability is determined by distribution. Therefore, the GSTC will work with travel industry distribution experts to develop frictionless distribution methods including data delivery mechanisms that are inline with industry best practices. The GSTC will also work with Global Distribution Systems (GSDs) and leading Online Travel Agencies (OTAs) to develop market mechanisms to present sustainable tourism products to consumers.
In addition to developing large-scale distribution, the GSTC Council will work with Destination Management Organizations (DMOs) and Tourism Boards to build recognition programs and promotional opportunities for small enterprises and community-based tourism organizations.
Finally, the GSTC will engage with multilateral organizations and governments to establish procurement strategies favoring sustainable tourism products and provide the necessary tools to implement.
4. Strengthening Education and Training
To achieve the organization’s objectives, the GSTC must educate stakeholders to increase understanding of sustainable tourism and provide the necessary tools to support the training of staff and implementers.
For those seeking to achieve GSTC approval or accreditation, tools and training are critical. The Education and Training Working Group will lead the effort to create training courses for businesses and governments, programs for NGO’s and curricula for academia and vocational training institutes. Efforts will also be focused on building capacity for the tourism industry to promote and sell sustainable tourism products and services as well as educate their customers about more sustainable travel options.
The GSTC, in coordination with the Education and Training Working Group, will continue to manage an online library functioning as a clearing house for industry best practices, white papers, training guides, cases studies, form templates and tool kits.
5. Revision of current criteria/creation of new destination criteria
At the core of the GSTC mission is the promotion and strengthening of the GSTC Criteria. In its efforts to promote sustainable tourism through the adoption of universal sustainable tourism principles, the GSTC will launch of a set of Destinations Criteria and Indicators by early 2012. This set of criteria, which complement the existing GSTC Criteria for hotel and tour operators, has been under development incorporating the most widely accepted sustainable tourism certification standards for destinations.
In parallel with the public consultation of the Destinations Criteria, and following standard ISEAL guidelines, a validation activity will allow the early testing of the Criteria at certain Early Adopter destinations. The results of these two processes will provide recommendations for the refinement of the criteria and the delivery of a second version, which will undergo a second public consultation. The validation of the Criteria through the field-testing and the two (2) public consultation periods, in which each comment is reviewed and addressed, will ensure that the GSTC Destinations Criteria and indicators reflect an inclusive multi-stakeholder process that will enable good destination stewardship by the travel and tourism industry.
For more information about the Early Adopters program see the open invitation letter.
6. Groundwork for Accreditation Program
Over the next two years, and in parallel to the activities described above, the GSTC will continue efforts to launch the GSTC Accreditation Program, targeting 2014 for the official rollout. However, there are opportunities for certification programs to accelerate this timeline (See below). The official launch of this program will be dictated in part by advances over the next three years in the following areas:
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Market advances – industry interest and willingness to engaged in these efforts
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Advances in recognition of standards and approval of certification programs
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Public policy demands at a local, regional and national level
The GSTC will invite certification programs to become GSTC-Accredited. GSTC-Accredited means that a certification program is using a GSTC-Recognized standard and is following process and procedures that have been reviewed and authorized by an accreditation body approved by the GSTC. Businesses certified by an accredited certification program can use the GSTC-Approved language and logos.
Any certification program using a GSTC-Recognized standard can, at any point in time between now and 2014, elect to move directly to accreditation. They must follow the procedures established in the GSTC Accreditation Manual with any GSTC endorsed accreditation body.
See specific steps and procedures here.
Communications
Communications effort will focus on outreach to the travel industry and associations, academia, NGOs and destinations. These strategic groups will encourage GSTC membership growth, disseminate educational materials and increase sustainable product development.
The GSTC will engage efficient media solutions including social media, advertising partnerships and earned media placements. The GSTC will also leverage the Board and membership to extend our messaging reach and provide access to strategic partnerships.
Strategic Priorities
1. Build brand equity through GSTC communications channels: website, social media, press releases, newsletters, member emails and themed campaign.
2. Position the GSTC as a subject matter expert on sustainable tourism.
3. Communicate value proposition to support membership growth and paid services.
4. Provide relevant and timely information to GSTC membership to facilitate the implementation of sustainable practices.
5. Help build demand for sustainable travel and tourism products.
Funding and Fundraising
The estimated annual GSTC budget is US $1 million. This will be covered through the following income generation sources:
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Source |
2012 |
2013 |
2014 |
|
Membership |
15% |
20% |
25% |
|
Recognition/Approval |
20% |
25% |
30% |
|
Sponsorship |
35% |
25% |
25% |
|
Services |
5% |
10% |
15% |
|
Projects |
25% |
20% |
5% |
The GSTC seeks to move to a more income based generation of revenue, through membership growth, the recognition and approval process as well as a sponsorship model. Services will also be grown as a revenue source.
Pricing
The membership fees of the organization were established to be inclusive and are therefore modest in price. The complete membership fee schedule can be found here.
Prices for recognition, approval and endorsement:
|
Process |
Price |
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Recognition of standard |
$ 2340 |
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Approval of certification program |
$ 2340 |
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Monitoring site visit of certification program |
$ 1950 |
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Endorsement of accreditation body |
$ 4450 |
Payment of royalties for licensing of the seal:
GSTC-Approved certification programs will be licensed to use of the GSTC-Approved seal at no cost for their own use. They will sublicense the use of the GSTC-Approved seal to their certified tourism businesses and activities (certificate holders) and collect a fee from each certificate holder. The recommended price is $100 per certificate per year. A volume discount on royalties may be negotiated with GSTC-Approved certification programs.
In addition to the revenue streams outlined above, the organization has developed a comprehensive sponsorship program to incentivize general support as well as targeted sponsorships. See sponsorship program.
The offer of GSTC services is another potential revenue source but one that will increase through mainly workshops, webinars and other education tools. While most of these services will be benefits to members, they can also be made accessible to the general public for a fee.
Conclusion
The Global Sustainable Tourism Council has made significant strides since its inception in 2010. The organization has an active membership and board, the main product of the organization, the GSTC Criteria, is the foundation of many national programs and global policies establishing sustainable tourism development. The GSTC Standards Recognition program is in full operation helping to bring clarity and confidence to the marketplace. The travel and tourism industry, through membership in the GSTC, is actively working with NGOs and multilateral organizations to create a new paradigm in the industry.
The GSTC is proud of this work but there is much more to be done. Capacity must be built, educational tools need to be developed, reliable distribution systems must be established and confidence must be fostered in the marketplace and with consumers.
We are at a crossroads in the trajectory of sustainable travel and tourism. The systems are in place, the membership is engaged, and the staff is ready. We foresee incredible progress over the next two years and welcome all stakeholders to join us!
