Introduction

'Sustainability' is the catchword of the new millennium. Not a day passes without some major media reference to climate change, the vulnerability of the planet, and the role of business and individuals in slowing environmental decline. The issues have quickly moved from fringe to mainstream.

As one of Victoria’s larger industries, and a sector heavily reliant on natural assets as its product, tourism not only contributes to the problem, but it could become a major casualty of a failure to address the issues.

However, the broader notion of sustainability goes beyond traditional ‘green’ elements. The World Tourism Organisation defines ‘sustainable tourism’ as “tourism which meets the needs of the present tourist and host regions, while protecting and enhancing opportunities for the future”. The broader notion of sustainability not only encompasses the environmental, but also the economic and socio-cultural aspects of the industry.

Economic sustainability goes to the heart of any business operation, regardless of size or market orientation. Yet it is surprising how little financial and business planning is actually done by SMEs. Module 3 in this series deals specifically with this aspect of sustainability.

Consumer trends in travel have been steadily moving away from overcrowded, polluted, and culturally homogenous experiences. The new traveller ethic recognises the need to protect finite resources and indigenous cultures. Victoria’s key international markets have been displaying this ethic for more than a decade, fuelled by the growing world-wide environmental consciousness.

Sustainable delivery of services to meet the needs of visitors requires careful consideration of the desires and identity of local communities. In fact, attractions and facilities that reflect the personality and heritage of an area are much more likely to be accepted by its residents. The provision of visitor services that also help to enhance the residential lifestyle are often favoured. Sustainable tourism also means retaining the economic and employment benefit of tourism within local economies.

The focus of this module is largely on environmental sustainability. It is unfortunate that environmental sustainability is often thought to be an expensive and complicated ideal, especially for small business. It has been seen as the domain of specialist eco-tourism companies. However, there are many simple things that can be done on a day-to- day basis that cost next to nothing and take only a few minutes to undertake: reducing energy consumption, minimising waste, and conserving water. The rewards for making the effort are both environmental and financial.

The ‘greening’ of your business also has marketing benefits, especially in attracting the rapidly growing market of environmentally-conscious visitors . A survey by Nexus Research in 2004 revealed that 62% of people are inclined to choose a green accredited accommodation property over another. This is a new, virtually untapped market for operators and an easy way to help differentiate your product.

Tourism can also be a driving force for conservation, enhancement and interpretation of the natural and cultural environment – directly through raising awareness, and through the generation of funds to support projects.

Climate Change

Dominating the media in recent years has been the issue of climate change and greenhouse gas emissions. Tourism is both vulnerable to climate change impacts and it contributes to climate change through high levels of Green House Gas emissions.

Sustainability should be important to all tourism enterprises, regardless of size or market orientation. This module provides a starting point for operators to begin their journey towards a more sustainable business future. It uses fact sheets provided from a number of sources, plus case studies to provide ideas and very practical tips. Above all, it aims to demonstrate that sustainability is not only good for the environment and the local community, but also for the hip-pocket.