2015 PMI SCC Sustainable Tourism in the Caribbean - Alison C Holder

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SUSTAINABILITY IN THE
TOURISM INDUSTRY
Presenter: Alison C. Holder
Date: September 23, 2015
8TH BIENNIAL INTERNATIONAL PROJECT MANAGEMENT CONFERENCE
Project Management for a Sustainable World:
Economic, Environmental and Social Sustainability for Successful Project Delivery
Dr Joao Havelange Centre of Excellence
Macoya, Trinidad

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Presenter’s Bio
ALISON C. HOLDER, PMP, MSc. BSc. (hons), Strategic and Project Management Specialist, has
been involved in entrepreneurial start-ups as well as medium sized firm turn around projects.
She was the Caribbean agent for Heinz-Orieda and for Fortessa Inc.
Ms. Holder was the project manager for a direct marketing program for Scotiabank in
Barbados, Jamaica and the Virgin Islands that required the development and execution of a
training series for staff.
She is the Managing Director of Ten Step Eastern Caribbean Ltd; the regional office for Ten
Step Global – a leading project management training and consulting firm. Currently
providing project management training for the IDB steering committees in Barbados.
In her research consulting practice, Alison Holder has facilitated stakeholder consultations as
an input to the development of strategic plans. Most recent strategic plans were:
•Barbados Competiveness Strategy and Action Plan (consortium)
•Revitalization Strategy for the Caribbean Spa and Wellness Association
•Barbados Coalition of Services Industries’ Quality Service Mark Framework
•A Study of the Professional Services Sectors of Barbados identifying the Service Sector
Skills for the Future
•DFID and Colleges and Institutes Canada Caribbean Education for Employment
Alison Holder is the current President of the Project Management Institute – Barbados Branch.

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Presentation
Objectives
• THE POLITICAL DIRECTORATE ON SUSTAINABLE TOURISM
• CORE ELEMENTS OF SUSTAINABLE TOURISM
o Codification of Sustainable Tourism Standards and Practices
o Global Code of Ethics for Tourism: Ten Principles
o Global Sustainable Tourism Criteria
• CARIBBEAN BEST PRACTICES IN SUSTAINABLE TOURISM
DESTINATIONS
o Hidden Valley Inn and Reserve – BELIZE
o Tryall Club – JAMAICA
• THE CASE FOR SUSTAINABILITY
• PROJECT MANAGEMENT IN SUSTAINABLE TOURISM
o The Project Life Cycle in the tourism sector
o Structure for PM4SD
• Plenary

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Directorate on
Sustainable Tourism
• The United Nations Conference on Sustainable
Development (Rio+20), held in June 2012 - “sustainable
tourism, well managed and designed, can make
significant contributions to sustainable development
• United Nations Department of Economic and Social
Affairs (DESA) commissioned the compendium of best
practices for promotion of sustainable (eco) tourism,
analysed by four main criteria: Conservation,
Community, Culture, and Commerce

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Directorate on
Sustainable Tourism
Sustainable tourism is understood as the optimal
use of natural, cultural, social and financial
resources for national development on an
equitable and self-sustaining basis to provide a
unique visitor experience and an improved quality
of life through partnerships among government,
the private sector and communities.

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CTO Sustainable Tourism Initiatives
• The SDAA is embarking on an initiative which is aimed at ensuring that tourism
within the Caribbean & Central America continue to prosper & achieve the
quality necessary to compete effectively with other international destinations by
promoting sustainable destination management.
• Regional Monitoring and Evaluation System for Disaster Risk Management
and Climate Change Adaptation in the Tourism Sector
• CARIBSAVE Partnership addresses the impacts and challenges surrounding
climate change, tourism, the environment, economic development and
community livelihoods across the Caribbean Basin, using an integrated and
holistic approach.
• (CHENACT) is meant to drive the Caribbean hotels to implement energy
efficient practices and to generate their own renewable energy
• Gastronomic Product Development and Promotion for Caribbean
Destinations”, an introductory workshop on agro and culinary tourism

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CORE ELEMENTS OF
SUSTAINABLE TOURISM
Sustainable tourism in its purest sense, is an industry
which attempts to make a low impact on the environment
and local culture, while helping to generate income,
employment, and the conservation of local ecosystems. It
is responsible tourism that is both ecologically and
culturally sensitive. (Institute for Tourism – www.iztzg.hr)

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Impacts of climate change on
tourism

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4 Pillars of Sustainable
Tourism

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Codification of Sustainable Tourism
Standards and Practice

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Global Code of Ethics for
Tourism: Ten Principles
Article 1 Tourism's contribution to mutual understanding and respect between
peoples and societies
Article 2 Tourism as a vehicle for individual and collective fulfilment
Article 3 Tourism, a factor of sustainable development
Article 4 Tourism, a user of the cultural heritage of mankind and contributor to
its enhancement
Article 5 Tourism, a beneficial activity for host countries and communities
Article 6 Obligations of stakeholders in tourism development
Article 7 Right to tourism
Article 8 Liberty of tourist movements
Article 9 Rights of the workers and entrepreneurs in the tourism industry
Article 10 Implementation of the principles of the Global Code of Ethics for
Tourism

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Global Sustainable
Tourism Criteria

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GSTC Standards

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CARIBBEAN BEST PRACTICES IN
SUSTAINABLE TOURISM
DESTINATIONS
Two (2) Caribbean countries were included in
the Compendium of Best Practices in
Sustainable Tourism
Compiled by the Zeitz Foundation and
commissioned by the UN Department of
Economic and Social Affairs.
These two countries are Belize for its Hidden
Valley Inn and Reserve and Jamaica for its
Tryall Club.

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Hidden
Valley
Inn and
Reserve
BELIZE
Conservation
 Founding the Hidden Valley Institute to
monitor and preserve 81+ species of orchid, 5
cat species, and few other endangered species
such as tapir and the black howler monkey.
 Cooperating organizations include: Peregrine
Fund, Belize Raptor Research Institute, Jaguar
Project, and Friends for Conservation
Development.
 Partnering with Belize Department of
Forestry to promote resource management to
ensure quick land recovery from tree logging.
 Enforcing annual quota to ensure loggers
follow sustainable methods
Community
 Employing 80% of unskilled labor locally and
providing training. Encouraging resort guests
to visit local schools and providing necessary
assistance.
 Organizing “Conservation Supported by
Tourism Education” for school aged students:
o Raising awareness in natural resource
management projects.
o Educating students on the economic
impact and employment opportunities
driven by sustainable tourism.
o Leading students on trips to explore
the different ecosystems located on
resort’s property.
Culture
 Offering tours to Caracol, largest Mayan site
in Belize, guided by a Mayan descent tour-
guide to showcase the prosperity of the
ancient Mayan city.
 Providing cultural immersion programs for
guests to interact with local families to
experience the traditional Mayan culture.
 Combining Victorian British and Mayan
influences in the hotel’s building style and
decor to reflect the national and local
heritage.
 Offering unique menu with traditional Mayan
recipes and popular international selections to
maintain local culinary traditions.
Demonstrating support for local cultural
festivals and events such as La Ruta Maya,
Ride for Belize, etc.
Commerce
 Purchasing all fresh produce from local
villages to promote local economy.
 Cultivating and processing coffee on hotel
property, providing employment for local on
harvesting, roasting, etc.
 Outsourcing all logging operations on resort
property only to local FSC certified loggers.
 The Hidden Valley Inn Reserve is an
exemplary model of sustainable tourism for
SIDS countries.
 Despite the limitation of the fragile
environment, the resort is still able to achieve
economic viability while benefitting the local
communities. The business model of the
resort successfully maintains the harmony
between conservation, community, culture,
and commerce.

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Tryall Club
JAMAICA
Conservation
 Raising awareness of environmental issues.
o Hosted “Eco Summer Camp” to educate kids in ecological issues. Through the participating of seminars
to let kids interact with nature thus raising awareness of environmental problems.
o Implemented a standard procedure, “Environmental Management System,” which focuses on
sustainability in business operations of the Tryall Club and Villas. This includes an environmental and
purchasing policy which is geared toward the reduction of consumption of natural resources as well as
the protection of scarce resources.
o Prepared a proposal presented to the Jamaican cabinet to establish 530-acre property of the Tryall Club
as a legally protected forest reserve.
o Is an established National Heritage Site with its own monuments
Community
 The Tryall Fund, a 501(c) 3 non-profit organization, since the early 1960’s to support education and
health programs in Hanover parish.
o Established and implemented a program for pre-schoolers and caregivers to focus on improvements in
education, literacy, health and nutrition.
o Created an endowment of 1 million USD to ensure the sustainability of the Tryall fund.
o Supplemented basic healthcare service provided by government operated Sandy Bay health clinic that
serves more than 40 residents weekly.
o Solicited household goods, educational materials, toys, and other supplies needed for the West Haven
Orphanage, home to approximately 80 children between the age of 6 and 18.
 Offering “capstone” program under the Tryall fund.
o Doubled the size of the Sandy Bay Basic School through expansions and renovations to ease pressure on
existing buildings and creating a pleasant learning environment.
o Improved the literacy rate of pre-schoolers through a model literacy program.
o Training teachers to promote individualized learning with new books and computers in classrooms.
o Sponsoring early childhood education programs for caregivers of early learners.
o Funding program, which offers health and dental check-ups for each student and more nutritious lunch
in the schools.
 Involving members of Tryall Sports Club in philanthropy work.
o Helping renovate buildings and equipment, repair existing buildings and paint classrooms to create
better learning environment.
o Organizing functions for older and needy residents to connect with members of the club as a way to
show compassion and feed the less fortunate.
http://www.tryallclub.com The Tryall Club http://www.tryallfund.org The Tryall Fund

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THE CASE FOR SUSTAINABILITY
The Numbers speak
Adventure and Volunteer Market Statistics-2013(Adventure Tourism
Market Report, Study by George Washington University, Adventure Travel Trade
Association, Xola Consulting; 2013), the sustainable tourism market:
 Accounts for $263 Billion in global spending
 Reported that 42% of travellers from regions reported an adventure activity as
the main activity of their last trip
 Average yearly growth of 65%
Attributes its growth to two ideas: 1) consumer demand for natural and cultural discovery
through physical activity and 2) Operators and destinations adapted to the Global
Sustainable Tourism Council standards and guidelines
The International Ecotourism Society (TIES) assertions that
“ecotourism has made its mark worldwide as a popular way to see the
sights without leaving a trace. Such tourism could grow to 25% of the
global travel market within six years and account for US$ 470 billion
per year in revenues”.

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Consumer Behaviours
One in ﬁve consumers (21%) say they are prepared to pay more for a
holiday with a company that has a better environmental and social
record
Growing support for holidays to have an environmental and social rating,
similar to star ratings for hotels
47% of business travellers prefer staying in a green‐certiﬁed hotels,
according to Timetric’s Global Business Traveller Survey 2013
95% of business travellers surveyed believe that the hotel industry
should be undertaking “green” initiatives - Deloitte’s Hospitality 2015 report
72% of meeting planners say they have “green” policies in place for at least
some of their meetings, and 19% say they have such policies for all meetings
- 2013 Survey of “Successful Meetings” readers
Centre for Responsible Travel’s 2015 Trends and Statistics Report

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Natural Progression
Adventure Travel and Trade Association has reported the trend of luxury
travellers seeking ways to stay active and healthy while on vacation. The
adventure travel industry has grown by 65% annually since 2009. In 2012,
its reported value was US $345 billion and includes nature, culture and
physical activity.
76% eco travellers took at least two vacations away from home and 22%
took five to eight vacations during that time. CMI Green Traveller Study 2010.
Bruce Poon Tip, Founder and CEO, G Adventures transformed his
business from $80M to $300M over 7 years. “Sustainability is at the
forefront of our business model because of customer demand.” G
Adventures grew its revenue by 42% (US$150M) during the economic
crisis because it aligned its business model with sustainability.

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Natural Progression
2012 The Travel Foundation and Forum Report for the Future under the
heading “Survival of the Fittest” identifies 6 key benefits travel businesses will
gain by adopting responsible practices:
1. Reduce costs and improve efficiencies.
2. Manage risks and meet emerging legal and regulatory requirements.
3. Engage staff in CSR, which has proven to be a key driver of employee
satisfaction.
4. Gain competitive advantage by offering differentiating experiences to
customers.
5. Meet emerging consumer trends.
6. Protect your business by protecting the environment on which it depends.

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PROJECT MANAGEMENT IN
SUSTAINABLE TOURISM
Sustainability in tourism is hinged on the destination, tour
operator, hotel or attraction implementing the criteria
established by the Global Sustainable Tourism Council or
a local board
Implementation is the heartbeat of project management
The recognized methodology is Project
Management for European Sustainable Tourism
(PM4ESD) and it is based on Prince2 body of
knowledge

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SUSTAINABLE TOURISM
1. Initiation
The starting point of each project is the “Project Mandate” which
authorises the project initiation. The Initiation allows an organised
and controlled start, i.e. organise and plan things properly before
leaping in.
1. Delivery
Stages
The Implementation step is represented by stages. It allows an organised
and controlled middle, i.e. when the project has started, to make sure it
continues to be organised and controlled. Each middle stage includes
three management activities: stage definition and planning, stage control
and product delivery.
1. Closure
The Closure Step allows an organised and controlled end, i.e. when you
have got what you want and the project has finished, by tidying up the
loose ends.
The “Benefits Management” actions must be planned and will be implemented after
the closure stage to realise long term benefits for local communities and sustainable
destinations.
The Project Life Cycle in the tourism sector
Sustainable tourism projects are strictly connected to sustainable policies and
programmes. A project has the power to translate theories and policies into concrete
actions and sustainable benefits.

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SUSTAINABLE TOURISM

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SUSTAINABLE TOURISM
The PM4SD’s lifecycle is well aligned to the project management process groups.
The differences are realized in the inputs, techniques & tools and outputs
PM4SD Structure PMP methodology
Variables – costs, timescales,
quality, scope, risks, benefits
Constraints – time, cost, scope, risk, quality,
resources, customer satisfaction
Principles Inputs and Techniques such as expert
judgement, enterprise environmental factors,
aligning scope to business objectives
Processes – Direction,
initiation, stage definition &
planning, stage control and
product delivery, closure
Process groups – initiating, planning,
executing, monitoring and controlling, closing
Components and Techniques Knowledge Areas
The differences are realized in 1) product based planning, 2) logical
framework approach and 3) the defined products

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The “Sustainable Tourism -International Cooperation for Development
online tool kit and resource series” unit 1 states:
“In addition to poorly defined project scope and scale, projects fail due
to “unprofessional project management, lack of understanding of the
local situation, unskilled/unprofessional implementation, lack of
leadership, collaboration and communication between stakeholders”
(Font et al, 2012.) This course addresses all these topics except for project
management and professional implementation.”
Due to the tool kit’s shortfall on project management, it recommends
PMP and the Prince2 based PM4SD as the standard certification for
addressing the source of project failures.
SUSTAINABLE TOURISM

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Sustainability horizons for Caribbean project
management professionals’ lies in the development of
sustainable tourism projects.
SUSTAINABLE TOURISM

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2015 PMI SCC Sustainable Tourism in the Caribbean - Alison C Holder

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