Culture & Arts, Rainforest Alliance, Economies and Ecosystems in Latin America

Inter-American Development Bank (IDB)

Rainforest Alliance

English

Research Papers in Economics

Sunday, June 17, 2007 © Copyright 2007. Rainforest Alliance
Sustainable Tourism at the 
Rainforest Alliance:
Global Partnerships Benefit 
Economies and Ecosystems in 
Latin America
New York, NY
June 2007Rainforest Alliance Mission 
The Rainforest Alliance works to conserve 
biodiversity and ensure sustainable livelihoods 
by transforming land-use practices, business 
practices and consumer behavior. Collaborating with Industries to Achieve 
Conservation and Social Well-being 
Forestry and 
non-timber 
forest products
Agriculture:
Coffee, Citrus, 
Bananas, Cacao, 
Ferns & Flowers
Sustainable 
TourismTourism: 
One of the Largest Industries
Developing countries received 292.6 
million tourists in 2000 (95% more 
than in 1990).
Tourism in the Americas:
 Overall annual growth: 6%
• The Caribbean: 5%
• Central America: 14%
• South America: 13%
 Home to 104 UNESCO World 
Heritage sites
Sources: UNWTO, TIESNature Tourism
Worldwide
 In 1992, between 40% - 60% 
of tourists participated in nature
tourism activities.
 In 2004, nature tourism grew
3 times faster than the
industry as a whole.
 Tourism to biodiversity hotspot 
countries has increased by more 
than 100% between 1990 and 
2000.
Fuente TIES
Sources: TIES, CINature Tourism
In the Americas
 Belize, 1999 87% of tourists visit 
cayes and reefs
 Galapagos, 2000 +60,000 tourists
 Peru, 1990-99 250% increase in 
visits to natural areas
 Brazil, 1998       70% of tourists visit 
national parks
 Costa Rica              7 out of 10 tourists     
visit protected areas
Sources: TIES, MINAEFrom Mexico to the Patagonia: 
Nature and Culture Based Tourism is being Promoted
 Guatemala: “… Soul of the Earth”
 Belize: "Mother Nature's Best Kept Secret“
 Costa Rica: “No artificial ingredients" 
 Panama: “…the path less traveled”
 Peru: “Land of the Inkas”
 Ecuador: “Life at its purest“
 Chile: “Nature that moves your soul”
 Uruguay: “A natural country”Tourism in Developing 
Countries
 Tourism is a principle foreign exchange 
earner for 83% of developing 
countries, and the leading export for 1/3 
of poorest countries.
 For the world’s 40 poorest countries, 
tourism is the 2nd most important source 
of foreign exchange.
 Over last decade, tourism has been “the 
only large sector of international trade in 
services where poor countries have 
consistently posted a surplus.”Partnerships - Donors
Belize
Costa Rica
Guatemala
Ecuador
Belize
Ecuador
Ecuador Nicaragua1) Help the tourism industry protect the 
environment and provide sustainable 
livelihoods.
2) Build travelers demand for sustainable 
tourism and enable them to travel 
responsibly.
3) Facilitate the development of regional and 
global sustainable tourism standards, and 
increase credibility and market support for 
sustainable tourism certification.
Sustainable Tourism 
Objectives BelizeEcuadorGuatemalaNicaraguaCosta RicaResults of Initial
Sustainability Diagnoses - Costa Rica
Results Costa Rica - 1st Diagnoses
0%
20%
40%
60%
80%
100%
Environmental
Sociocultural
Economic
ASPECT
%
 
o
f
 
C
O
M
P
L
I
A
N
C
E
Average
Minimum
Maximum
 80 businesses analyzed in 8 regions.
 On average, the businesses comply with 
half of the requirements to be certified.
 About 30% of these businesses comply 
with less than 25% of these requirements.
 7 hotels achieved an 85%+ score.
 Businesses could benefit from training on 
managing water usage, monitoring water 
quality, protecting ecosystems, etc.1) Help the tourism industry protect the 
environment and provide sustainable 
livelihoods.
• SmartStep: Train tourism operations in 
sustainable practices and help them 
achieve certification.
• SmartSource: Encourage and enable tour 
operators and tourism internet providers to 
source from sustainable operations
Sustainable Tourism 
Objectives Partnerships - Local NGOsSmartStep - Training
Since August 2003:
 4,000+ introduced to best 
management practices through 
seminars.
 1,578 entrepreneurs trained 
in best management practices 
in 4 countries.
 70 trainers and advisors on best management practices 
in 4 countries.
 16 auditors from 7 certification programs participated in 
joint audits. SmartStep - Technical
Assistance
 150+ tourism enterprises from 
Belize, Costa Rica, Ecuador and 
Guatemala working on best 
management practices and aiming at 
certification. 
 Businesses from Nicaragua and Peru 
will soon join the list.SmartSource – Greening 
the Supply Chain 
Outbound
Tour Operators Suppliers
Certification 
Program
Inbound
Tour OperatorsPartnerships with 
Inbound Tour Operators
Belize (2)
Costa Rica (10)
Guatemala (5)
Ecuador (7)
Nicaragua (12)
TOTAL: 36Our Partner Tour Operators in 
Costa Rica got Certified!
International Tourism Day, Sept. 2006Partnerships with International 
Outbound OperatorsSmartSource - Results
 Reaching an estimated
420,000 travelers per year 
through our 40+ partnerships 
with inbound and outbound tour 
operators.
 320 tourism businesses that are 
either certified and/or in our best 
management practices program 
benefit from our marketing work.Eco-Index Sustainable Tourism
www.eco-index.org/tourism
Statistics:
 150% increase in visits in a
12 month period.
 120 businesses in 14 countries.
 Over 30 articles in Central and
North America.
Comments:
“Everything looks wonderful. It is an 
honor to be included in the Eco-Index of 
Sustainable Tourism. Thank you very 
much.”
-Jack Ewing, Hacienda Baru, Costa Rica
“So far this month we have received 20 
visits to our Web site from the Eco-Index, 
many thanks!”
-Joxan Obando, Green Hotels, Costa RicaEducating Travelers –
Marketing
Tour Operator 
Trusted Adventures, USAEducating Travelers –
Marketing
Tour Operator Camino Travel
brochure, Costa RicaEducating Travelers –
Marketing
Resort and Spa 
Termas de Papallacta, EcuadorEducating Travelers –
Marketing
 Increase demand for 
sustainable tourism
 Educate travelers about 
how their travel choice can 
make a difference. Educating Travelers –
Media
BusinessWeek.com
Press clips
2004 - 72
2005 – 73
2006 - 151
 Throughout North, Central 
and South America, Europe.
 Newspapers, radio, TV, 
Internet and specialized
publications.Partnerships - AirlinesPublic/Private
Partnerships
Ecuador 
Fondo Mixto de 
Promoción
Turística
Nicaragua
INTUR (Nat'l 
Tourism Institute)Partnership –
Official Marketing Campaign
www.purecuador.comSupporting Standards and
Certification
Facilitate the development of regional and 
global sustainable tourism standards, and 
increase credibility and market support for 
sustainable tourism certification.
 Sustainable Tourism Certification Network of
the Americas
 Sustainable Tourism Stewardship CouncilCertification Programs
in the Americas
Consolidated
In developmentNetwork’s 
Baseline Criteria
• Compliance with legislation
• Resource consumption (water, 
energy)
• Waste disposal / pollution
• Biodiversity conservation
• “Green” and local purchasing
• Community development
• Respect local cultures
• Working conditions
• Environmental education
• Responsible marketingSustainable Tourism 
Stewardship Council (STSC) 
Mission
The core mission of the STSC is to enhance the 
sustainability of tourism operations by ensuring 
better environmental and social performance, and 
improved economic benefits to local communities 
and to certified businesses worldwide.5 Year Targets
Ensure that natural resource-based products and 
services are sustainably managed:
 Work in at least 50 tourism destinations covering more than 60 
million acres of land and marine areas are protected against 
unsustainable tourism.
 5% of tourism enterprises in target sites benefiting directly or 
indirectly. 
 At least 1,000 businesses receiving training and/or assistance on 
best management practices. 
 5% of the tourism businesses in our sustainable tourism 
program applying for third-party certification.5 Year Targets
Educate the consumer by providing information on 
sustainable tourism choices to increase demand
 Recruit 100 inbound tour operators representing, an estimated 
1 million travelers and approximately 2,000 suppliers of tourism
services to develop a sustainable supply chain
 50% min. of tour operators’ suppliers have adopted sustainable 
tourism practices.
 Partner with at least 50 outbound tour operators.
 Establish a minimum of 20 high visibility marketing alliances.
 Work with Internet travel services to recommend sustainable 
operations and educate travelers.5 Year Targets
Mainstream sustainability into the global market system:
 Strengthen sustainable tourism certification programs in the 
Americas and support communication and collaboration among 
programs worldwide to increase transparency and reciprocity 
 International sustainable tourism standards are developed through 
the STSC and certification programs in the Americas are prepared for 
STSC accreditation. 
 Influence policy makers in at least 12 national or regional agencies to 
include sustainable tourism principles in policy development.
 Establish alliances or execute projects with at least 6 multilateral and 
international agencies that support tourism efforts through financing or 
policy (e.g. UNWTO, WB, CBD, IDB, UNEP, UNDP).Promoting Sustainable Tourism: 
Best Management Practices and
Certification
 Tells the project’s story- justification, history and 
logic behind it.
 Documents experiences.
 Describes in detail the components, activities, 
products and results. 
 Shares lessons learned.
 Highlights points of success and challenges.
 Shows the effect of regional
tourism efforts.
 Recommends next steps.Research & Reports 
 How to successfully market certified businesses and  
certification programs?
 How to make certification applicable to SMEs and 
indigenous ecotourism businesses?
 What are the mechanisms for funding certification 
programs? 
 What monitoring and evaluation (M&E) criteria should be 
used to measure certified accommodations? #1 User’s Guide to Certification
 What is certification?
 Why is certification important?
 How to choose an appropriate     
certification program?
 How to get certified?
 Where to find certification 
programs#2 Funding Certification of Businesses
 What type of funding is 
needed?
 Funding vehicles
Grants, loans, in-kind,   
PES, conservation   
finance
 Funding players
Foundations, governments, 
NGOs, businesses, 
development agencies
 Steps to obtaining funds#3 Steps for Marketing
 Consumer demand takes  
time to build
 Market to intermediaries
Tour operators, Internet, 
guidebooks, media
 Incorporate health & 
safety standards
 Marketing includes 4 Ps:
Product, Price, Promotion,
Placement#4 Financing Certification Programs
 Costs of 3 Phases:
¾ Start-up
¾ Operation
¾ Consolidation
 Revenue streams:
¾ Fees
¾ Services, Products
¾ Government funding
¾ Private industry groups
Utilities, banks, media,
other ‘green’ businessesQuestions & Answers
Sustainable Tourism
Rainforest Alliance, Costa Rica
www.rainforest-alliance.org
sustainabletourism@ra.org
Tel/Fax: +506 234-8916

Sustainable Tourism at the Rainforest Alliance: Global Partnerships Benefit Economies and Ecosystems in Latin America

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Sustainable Tourism at the Rainforest Alliance: Global Partnerships Benefit Economies and Ecosystems in Latin America

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