Creating an ECO Destination Rod Hillman Chief Executive Ecotourism - - PowerPoint PPT Presentation

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