Presentation Meeting 1 Deckert
Opportunities of SustainableTourism in the Baltic SeaRegionBSPC Working Groupon Sustainable TourismRostock, 13 November 2015Michael Deckertdwif-Consulting GmbH, BerlinAlle Bestandteile dieses Dokuments sind urheberrechtlich geschützt. © 2015 dwif-Consulting GmbH.Dieses Dokument ist Teil der Präsentation und ohne die mündliche Erläuterung unvollständig.Three dimensions of SustainabilityEnvironmentalLandscapeRenewableRessourcesReductionofEmissions RentabilityBiodiversity CompetitivenessQuality ofEmploymentCustomerRequirements WealthParticipationEconomicQuality ofLifeSocialSource: dwif2015, asper UNEP/UNWTO16.11.201516.11.2015 Folie 1Sustainability hits society:From a former niche to a lifestyle!“Do-Goods”, SustainableTrailblazer LoHaSEco-Niche MilieuPhase of Institutionali- Establishment Green-protest sation in the market everywhereSource: dwif201416.11.2015Sustainabiliy hits society: Everyday lifeSharing SustainableEconomy ActivitiesSources: www.fairtrade-deutschland.de; www.vzhh.de; www.ec.europa.eu; www.motor-talk.de, www.hirschfeld.de16.11.201516.11.2015 Folie 2Sustainabiliy hits society: Travelclimate-friendly air travelpromotion ofenvironmentally-sustainable tourismSources: www.atmosfair.de, www.forumandersreisen.de16.11.2015Sustainabiliy hits society: TravelZero-waste-travellingcontribution toenvironmental or socialprojects during holidaysSources: www.bund-reisen.de, www.evergreenescapes.com16.11.201516.11.2015 Folie 3Sustainable tourism enhancescompetitiveness“The competitiveness of the Europeantourism industry is closely linked to itssustainability”(European Commission)growing demand forsustainable tourism offers16.11.2015 Folie 7The FollowersFoto 4The InconsistentThe Conscious27,3 mio.Foto 2Foto 56,1 mio.8,9 mio.The UndecidedThe UnconcernedFoto 3Foto 120,6 mio.5,3 mio.Categoriesofconsumersforsustanabletourismin GermanySource: dwif/DSGV 2010Pictures: www.flickr.com, Torsten Wiedenhorn/www.fotocommunity.de, www.marketingguerilla.net, www.focus.de, www. mommyblogstoronto.typepad.com16.11.2015 Folie 816.11.2015 Folie 4Interest in Sustainable Tourism is(in Germany) not a niche anymore33 million Germans 4.5 billion €are interested in a amountsthe willingness tosustainable holiday in pay more for a sustainableGermany holidaySource: dwif/DSGV 201016.11.2015 Folie 931 % attach importanceto an Oneout of four germanecofriendlyholiday citizenscounts as„LoHaS“61 % wouldlike to have anecofriendlyholiday17 % areinterestedin a 12 % wouldpay„a bit more“,participationin environment if thetravel business isprogrammesduringtheir engaged in thematter ofholidays sustainabilityResident populationin GermanySources: FUR 2014, dwif201016.11.2015 Folie 1016.11.2015 Folie 5Obstacles for potential consumersAdditional costs(55 %)Nosupply forthespecificdemand(49 %)Lack of information(43 %)Noreliable seal(42 %)General lack of supplies (32 %)Exhausting searchforsupplies (30 %)Source: FUR 2014Picture: Rainer Sturm/www.pixelio.de!Sustainability must not be mistaken for„Greenwashing“!Core PrinciplesIntegral Credible Long-Term16.11.201516.11.2015 Folie 6Labels for Sustainable TourismSources: www.viabobo.de; www.greenglobe.com; www.ec.europa.eu; www.blueflag.global; www.greenkey.global; www.nordic-ecolabel.org; www.emas.de;www.eceat.org; www.travelife.org; www. eco.celotajs.lv; www.gstcouncil.org; www.tourcert.org16.11.2015 Folie 13Current situation ofSustainable Tourism inthe Baltic Sea Region16.11.2015 Folie 1416.11.2015 Folie 7Nature as one of the BSR’s USPsQuestion: „Please do shortly characterize the outstanding offers, attractions, themes and sights (USP) of your location / regionand theBaltic Sea Area in general which are especially attractive for international guests.“Source: dwifonline survey 2011 among tourism experts in the Baltic Sea Region / “Enjoy South Baltic!”16.11.2015 Folie 15Sustainability and Nature as relevant trend forinternational tourism marketing of the BSR“Which tourism trends will have strong implication for the international marketing of your company / your destination within thenext five years?”Sustain-Health/abilitySpa/ Demo-andMedical graphicNatureCultural Change Globali-Tourism sation,International crisis,climateActive Marketing changeNewShort TourismglobalTrips and Social marketsSports Maritime Media/InternetTourismSource: dwifonline survey 2011 among tourism experts in the Baltic Sea Region / “Enjoy South Baltic!”16.11.2015 Folie 1616.11.2015 Folie 8Approaches to Sustainable Tourism in the BSRSweden Finland“Green Future”Russia“organic farms, greenNorwayaccomodation, green“Sustainability – meetings and events”Part of Danish EstoniaDNA”“Lithuania –forLatvia ethical travellers”DenmarkLithuania“Sustainable tourismdevelopment is the first“respecting the principlespriority”of sustainablePolandGermany development”Sources: dwif/MfWATM-V 2010; www.visitdenmark.com; www.visitnorway.com; www.visitsweden.com; www.visitestonia.com;www.ec.europa.eu; www.explorussia.com; www.latvia.travel/en; www.lietuva.lt; MinistryofSports andTourismPoland200816.11.2015 Folie 17Labels for Sustainable Destinations in Norway andSweden! !Sweden was theNorway is the firstfirst country in thecountry in the worldworld to introduce awhich has launchednational quality labela national certificatefor nature tours,for sustainablecalled “Nature’sdestinations.Best”.Sources: www.visitnorway.com, www.visitsweden.com16.11.2015 Folie 1816.11.2015 Folie 9Sustainable meetings in DenmarkCopenhagen as capital ofsustainable meetings(cid:1) First eco-certifiedpolitical summitin2009 (ClimateChange Conferece)(cid:1) 71 % ofthehotels areeco-certified(cid:1) Manyconvention venuesareGreenKey certifiedSource: www.copenhagencvb.com16.11.2015 Folie 19„KlimaInsel Juist“ in GermanySource: www.juist.de16.11.2015 Folie 2016.11.2015 Folie 10Competition for Sustainable Destinations in GermanySources: www.bundeswettbewerb-tourismusregionen.de/siegerregion/uckermark, www.tourismus-uckermark.de16.11.2015 Folie 21Joint strategies andactivities on SustainableTourism in the BSR16.11.2015 Folie 2216.11.2015 Folie 11Existing Strategies on Sustainable TourismDevelopment in the BSR (2007/2011)Sources: www.nit-kiel.de, www.service.mvnet.de16.11.2015 Folie 23Project on sustainable mobility in the BSR:INTERFACEcooperation betweenGermany, Lithuania, Poland,Sweden and Denmark topromote city tours by ferry forwalkers and cyclistsSources: www.interfaceproject.eu, www.portlink.eu16.11.201516.11.2015 Folie 12Project on sustainable development of protectedareas: Parks and BenefitsInstruments(cid:1) Transfer of the European Charter forSustainable Tourism in Protected Areasto the Baltic Sea Region(cid:1) Joint implementation in National,Regional and Nature Parks and aBiosphere ReserveSource: www.parksandbenefits.de16.11.2015 Folie 25Cross-border initiatives onSustainable Tourism in other regions16.11.2015 Folie 13Sustainable Tourism in the Wadden Sea Regioncooperation betweenDenmark, Germany andthe Netherlands tosafeguard wadden life inthe protected areaSource: Feasibility Study on Climate-friendly Tourism in the WaddenSea Region16.11.2015 FolieNetwork for Sustainable Tourism in the Alps:Alpine PearlsSource: www.alpine-pearls.com16.11.2015 Folie 2816.11.2015 Folie 14Towards a more Sustainable Tourism in the Baltic SeaRegion− Identification of existing approaches in the Baltic Sea Region,use/exchange of existing knowledge− Definition of common understanding of sustainable tourism(and priorities)− Identification of Best Practice models for border-transgressingstrategies and activies with regards to sustainable tourism− Who is responsible for coordination, implementation andmonitoring of joint activities?16.11.2015 Folie 29dwif-Consulting GmbHBeratung und Forschung für die Tourismusbranche und FreizeitwirtschaftMichael Deckert Marienstr. 19/20Tel.: +49 30 757 949 21 D-10117 Berlinm.deckert@dwif.dewww.dwif.deUrheberschutzAlle Rechte vorbehalten. © 2015 dwif-Consulting GmbH. Das Werkeinschließlich aller seiner Teile ist urheberrechtlich geschützt. JedeVerwertung außerhalb der engen Grenzen des Urheberrechtsgesetzesund des Vertrags zwischen Auftraggeber und Auftragnehmer ist ohnetwitterI facebookI google+ I xingI rss Zustimmung der dwif-Consulting GmbH unzulässig und strafbar. Dasgilt insbesondere für die Vervielfältigung, Übersetzung, Mikroverfilmungund Speicherung und Verarbeitung in elektronischen Systemen.16.11.2015 Folie 15