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VISIT
A Joint Initiative on
Tourism Ecolabels in Europe
Naut Kusters
European Centre for Eco and Agro Tourism (ECEAT)
40 +Ecolabels in Europe...
• Since the late eigthies
• Diverse background and geography
• Different criteria and procedures for certification
Moving the market towards sustainability
Consumer demand exists:
• Environment friendly accommodation:
41%
• Low traffic levels and good public transport:
35 %
• Certified products in travel catalogues:
19 %
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German Travel Analysis
Moving the market towards sustainability
Tour operators demand:
• Responsible entrepreneurship
• Pressure from society
• Pressure from host country (Alps)
• Influence of nature- and environmental organisations
• Environment = quality +
• It pays to go green
• Clean environment is precondition for tourism
The European labels for sustainable tourism
Marketing not succesfull:
• Reliability not clear
• Too many labels: confusing for consumers
• Lack of information and overview
• No funding and marketing expertise with ecolabels
• Tour Operators lack capacity to invest in sustainable product
development
The European labels for sustainable tourism
VISIT, Voluntary Initiatives for
Sustainability in Tourism
4 goals:
• Common Basic Standard
• European roof-organisation
• Joint image campaign
• Marketing of certified products
 Requirements for VISIT Ecolabels
Environment:
Management:
Protection of Nature and
landscape
Basic ISO norms
Use of eco-friendly products
Low water and energy
consumption
Use of sustainable energy
Reduction and recycling of waste
Public Transport, soft mobility
Environmental management
Clear minimum standards
Independent inspection: 1-3 years
Monitoring of effects
Training of staff, information to
guests
Moving the market towards sustainability
Blue Flag - for a clean
beach holiday
Green Globe 21 - a
global certificate
Green Tourism
Business Scheme green tourism in
Schotland
Den Groenne Noegle
- The green key in
Denmark
Legambiente Turismo
- recommened by Italian
nature organisations
Les Clefs Vertes - the
French ecolabel for
campsites
Luxemburg - the
luxembourg ecolabel for
accommodation
The Netherlands - the
environmental barometer
Scandinavia - the
“nordic swan” for hotels
Austria - the Austrian
ecolabel
The European labels for sustainable tourism
Roof organisation
• Accreditation organisation for ST initiatives
• Accommodations, destinations, transport,….
• Accreditation committee for ecolabels
• Members: All types of Tourism Ecolabels
• Advisors: Consumer & Environment & Tourism Org.
• Linking with global Sustainable Tourism Stewardship
Council initiative
joint image and promotion
Campaign
 Joint image campaign”Caring for the Environment ...
...is Caring for the Visitor”
 2002: contribution to the International Ecotourism Year
 Advertisement page and articles in magazines
 Stand and exhibition at fairs
 Dissemination of brochures, mini cards
 Presentations and discussions at conferences,
workshops, international events
 Internet: www.yourvisit.info makes the difference”
Caring for the environment…..
…..is caring for the visitor
 Internet
VISIT Holiday Guide
 Standardised questionnaire and d-base
 Inventory of 1000+ accommodation and other certified
products (beaches, marinas, destinations, etc.)
 Short print version with 100 appetisers, all addresses
 2003: web site for free search with map of Europe
 Launch at RP 2003
 Links from/to partners’ & supporters’ web site
 Integration of VISIT products into web-site Eco-tour (NFI)
The European labels for sustainable tourism
The European labels for sustainable tourism
Marketing - tour operators
Www.greentravelmarket.info
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Launched in 2003
Matching tour operators with sustainable products
Global: products and market
500 + Tour Operators
Matchmakers
Marketing information
Visits of fairs
The European labels for sustainable tourism
Initiators :
• ECEAT
• ECOTRANS
• NFI
• ARPA
• Reisepavillon
30 Supporters:
European Environmental
Agency
• German alliance of
touroperators
• IUCN + WWF Netherlands
• ANWB / ADAC
• European Travel Commission
• Travel Unie
The European labels for sustainable tourism
www.yourvisit.info
makes the difference