Report: europarc atlantic Isles Autumn Seminar 23 24 October 2008 Making sustainable tourism

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Report: EUROPARC Atlantic Isles
Autumn Seminar

23 - 24 October 2008
Making sustainable tourism
a foundation of the rural economy















CONTENTS
Key themes and thoughts
1. Field visits

Refreshing ramble to the Coast and Glens

Antrim Coast and Glens Area of Outstanding Natural Beauty


Journey through the Mourne mist

Mourne Area of Outstanding Natural Beauty


2. Key points from the speakers
Confidently moving on

Tourism in Northern Ireland: Alan Clarke, Northern Ireland Tourist Board


A chance to compete

European Destinations of Excellence (EDEN) and protected areas: Paddy Mathews, Failte Ireland


A worthwhile journey

EUROPARC Federation Charter for Sustainable Tourism: Richard Partington, Natural England


Only the best

The Strattons Green Business Model: Vanessa Scott, Strattons Hotel


Charter in practice

Sustainable Tourism Enterprises in an Italian Protected Landscape: Patrizia Rossi, Parco Naturale Alpi Marittime

Bespoke advice

Delivering Green Tourism Business: Andrea Nicholas, Green Business UK Ltd

Boxing clever

Greenbox Ireland Eco-tourism Label: Mary Mulvey, Greenbox Ireland


A community island

Rams Island Local Sustainable Development: Gerry Darby, Lough Neagh Partnership


3. Key points from the discussion groups

Developing tourism as part of sustainable economic growth

Using schemes to deliver sustainable tourism in protected areas

Appendices

A. Speakers biographies and presentation outlines

B. Seminar programme

C. Seminar participants: contact details


Introduction: key themes and thoughts
At a key time for Northern Ireland’s nascent tourism industry, over 80 participants gathered to share perspectives, learn and network about an exciting and ever-growing sector of the business.
Sustainable tourism has been pioneered in protected areas, with their strong tradition of sharing responsibility for, and spreading understanding of, their well-loved landscapes. The exceptional protected areas of Northern Ireland are no exception! But sustainable tourism has a much wider reach, as the seminar showed.
Speakers shared a wealth of experience. A strategic overview of Northern Ireland tourism was followed by an outline of Failte Ireland’s work through its environment unit, and EDEN, a European competition.
After hearing about the wider possibilities of the European Charter, and before some case studies from Italy, France and Spain, came a dynamic description of the basics of running the highly successful – and ‘deep green’ yet luxury - Norfolk hotel, Strattons.

Then came an explanation of the Green Tourism Business Scheme process, an Irish area tourism partnership – the Greenbox – and finally, a community-restored island, Rams Island on Lough Neagh.

Colin Murphy (Wicklow Uplands), Martin Carey (Mourne Heritage Trust) and Richard Partington (Natural England) chaired the proceedings. The engaged and lively participants discussed the way forward in two interactive sessions, ably chaired by Helen Noble (Causeway Coast and Glens Heritage Trust), Richard Partington (Natural England), Mike Pugh (Forest of Bowland AONB) and Brian Connolly (Northern Ireland Tourism Board).
Their responses to the speakers and topic are summarised in section three. For now, if the collective wisdom of the day were to be distilled into one paragraph, it might go something like this…
Sustainable tourism is a process. It’s for everyone, but its methods are particularly useful to protected areas. There are different ways to get to the same point, so the diversity of schemes can be helpful. It’s about much more than minimizing impacts and is a way of stimulating - and building quality into - tourism. It’s all about people – staff and customers. Staff are at the front line in helping visitors engage with places, and in sustainable practices. And finally, the natural environment is a key reason people visit areas. They don’t go to look at bins and lightbulbs!

1. Field visits
Refreshing ramble to the Coast and Glens

Antrim Coast and Glens Area of Outstanding Natural Beauty

Led by Helen Noble and Maxime Sizaret, Causeway Coast and Glens Heritage Trust

One of Northern Ireland’s signature tourism projects - the Causeway Coastal Route – signposted delegates northwards from Belfast. Over 80 per cent of the route is in an area of outstanding natural beauty, and there are 500 brown signs, both along the route and to loops from it. It includes the Giant’s Causeway, which draws around 700,000 visitors annually, but many don’t explore beyond it.

The first stop was Carnfunnock Country Park, Larne, where delegates were joined by Harry Connolly, chairman of the Antrim Coast and Glens AONB Management Group. Walking through pleasant gardens to a platform above a maze in the shape of Northern Ireland, with views out over the sea, the impression was of a lively, well-loved and managed natural resource. This 191 ha of mixed woodland, gardens and attractions including campsite and caravan park has 200,000 visitors per year and is ranked sixth most popular of Northern Ireland’s parks and gardens; there is a charge for parking only. Amenities such as the café and activity centre are privately run.

Zoe Warrick, Park Manager, said the park had received funding from the Natural Resource Rural Tourism Initiative (NRRTI) under the EU programme for peace and reconciliation, for access, interpretation and other projects, including path surfacing, a ‘tree spotting’ leaflet and panels, and camping area infrastructure. Solar panels contribute towards reducing the visitor centre’s carbon footprint.
The park is run as a tourism facility by Larne Borough Council. Management issues include congestion on coast road and lack of public transport. There is a bus stop, and park management are trying to encourage more people to use public transport, for example by providing a free bus for Halloween events.
Onwards to Ballygally Beach, where Linda Foy, Countryside Officer, Larne Borough Council, took delegates on a short stroll across the sandy bay, and with the whiff of turf fire smoke on the sea breeze told how the beach had earned a Green Coast Award for its environmental practices (www.tidynorthernireland.org). Again, a grant from NRRTI enabled a series of works including a huge clean-up operation on the beach, provision of life-saving equipment, information panels, litter bins and picnic tables, improved access to the beach itself and the provision of car parking for people with disabilities.
Tea and cakes at Glenarm Castle’s delightful tea rooms beckoned. As they enjoyed the refreshments, delegates heard the fascinating story of the Glens of Antrim Historical Society Clachans Project.

The changing face of agriculture and the amalgamation of smallholdings left many vacant and derelict rural houses across the Glens. ‘Clachans’ were small settlements of farming families, and the society’s research project into them led on to an extensive education project. Working with local children to bring history to life enabled the society to develop resources for young and old alike to explore and enjoy the scenic landscape of their forefathers (www.antrimhistory.net).

As part of the project primary school children acted out a play about people from the Glens who emigrated to America during the famine – the ‘American Wake’. They also played traditional games at a special event, and with traditional toys.
A short but magical stroll around the magnificent walled garden in the rain, and next stop was a fully renovated ‘clachan’ based holiday home. Antrim Glens Cottages (www.antrim.net/cottages) is a community business, which has restored derelict cottages and leases them for 20 years to provide quality self-catering accommodation. The cosy cottage visited had magnificent sea views and all mod cons.
Finally, a stroll up the Carnlough Old Mineral Path, which was once a railway track used to transport ores. Views of the rising hills were beautiful on the way up and inland; on the way back, with the sea and bay spread below, delegates reflected that the day had been ‘refreshing’ and a ‘real eye opener’ about sustainable tourism – actual and potential – in Northern Ireland in general, and the Antrim Coast and Glens in particular.
Lucy Galvin
Journey through the Mourne mist

Mourne Area of Outstanding Natural Beauty



Led by Martin Carey and Camilla Fitzpatrick, Mourne Heritage Trust
While the magnificent rounded peaks and granite tors of the Mourne Mountains remained invisible for the duration of the visit, the twenty-plus attendees were as a result better able to focus their attention on three established sustainable tourism projects.

The visit commenced at Tory Bush Self Catering Cottages where David Maginn, owner of this farm diversification project, talked engagingly about lessons learnt from his experience, what he would do again and what he would do differently. David showcased in particular his new meeting room facility and eco-apartment, both of which featured the use of sheeps’ wool insulation, plasterboard made from recycled newspaper and a heat-exchange ventilation system. David attributed many of the approaches taken to inspiration gained from study visits for local tourism businesses to an alternative-energy exhibition in Dublin and the Centre for Environmental Technologies in Wales. The visit formed part of the Pilot Green Tourism Accreditation scheme run in the Mournes, Causeway Coast and South Armagh which it had been hoped would lead to a Northern Ireland wide scheme – but this has not as yet materialised.

David outlined the varied benefits of these technologies and, while acknowledging he used them partly as a result of his own interest in and commitment to waste reduction, he identified many business benefits including bottom line efficiency and cost savings. However, while David marketed the eco-apartment and the complex generally for the sustainable features, he did not feel it had as yet been a significant attractor for customers. He did however feel that many took lessons away from Tory Bush in terms of their own behaviour as regards to recycling, heat use etc.
David also related the story of how Tory Bush got its name, having been a hideout for a particular outlaw or ‘Tory’ called Redmond O’Hanlon who had been dispossessed of his family lands before turning to crime. It is after these brigands that the Conservative Party in Great Britain was given its, originally derogatory, nickname by the rival Whigs. So the visit by David Cameron to the Cotswolds that kept Europarc Atlantic Isles Chairman Martin Lane from attending the seminar was not the only reason for mention to be made of the Conservatives in the course of the proceedings.
Please see separate case study (on CD as Destilink – Good Practice examples – Torybush.doc) for more information and www.torybush.com
From Tory Bush the group made the one mile journey to Meelmore Lodge (www.meelmorelodge.co.uk) where, after braving a wind tunnel that would have tested the mettle of many an Antarctic explorer, they were welcomed by Desmond and June Patterson with tea, coffee and home-baked scones. When the chatter, or was it shivering, had died down Desmond explained that impacts on his main business, farming, had prompted him to delve into tourism.

He became tired of trying to get his tractor past cars parked along the roadside at this key access point to the high Mournes and decided to do something about it. This access point, the Trassey Track, is one end of the ‘Brandy Pad’, a route traversing the mountains by which illicit liquor was smuggled from the rocky coves of the Mourne coast south of Newcastle to Hilltown for onward distribution.

With the help of grant aid from European Union PEACE funds to Northern Ireland through the Rural Development Programme, Desmond opened a car park in an old farmyard and charged people to park. So popular was the site, which has direct access to the Mountains, that the tea shop, campsite and in 2007 family hostel followed. The fact that the car park was referred to as a ‘guarded’ one provoked some curiosity from the visitors who wondered whether the Mournes could be likened to the Bronx of the 1980s. They were assured that, while some car crime did happen in public car parks, the situation was not just that bad and guarded simply meant that it was a private, paid car park.
Desmond said that the venture had helped the farm sustain two families rather than one family and that, while planning an extension to the tea shop, he would welcome similar developments in the Mournes to provide a network for visitors to walk between. However, he did feel that without the viable and profitable farm business by comparison with others in Mourne behind him, he would not have been able to make the initial capital investment and this would remain a challenge for others.

The final stop was Castlewellan Forest Park where, after a view of the lakes and Scottish baronial style castle, the group were welcomed by Martin McMullan to Bluelough Outdoor Activity Centre (www.mountainandwater.com). Martin explained how his company had persuaded the somewhat wary Northern Ireland Forest Service, to grant it a lease on a then quite derelict courtyard building to establish an activity centre incorporating changing facilities, showers, drying rooms, meeting space, etc. As well as bringing that particular building back into use Martin hoped the example would inspire Forest Service to make greater use of the remaining buildings from a visitor perspective. It was noted that the latter seem to be some distance behind the Forestry Commission in attitudes to and provision for recreation within the Forests, but the Highpoint project had been a step in the right direction. In particular it had helped the company cater more for independent travellers/tourists as opposed to the organised groups that had been its main staple and remain important. Martin also shared with the group his experiences of the use of a wood-pellet burner to provide the quite significant energy needed for the business.

The group returned to Belfast somewhat sceptical that the Mournes has any mountains at all but in agreement that it had seen some interesting tourism projects and met with three hospitable and engaging local entrepreneurs.
Martin Carey

2. Key points from the speakers
Please note, in the interests of brevity, the following are edited highlights from the presentations. For more information, facts, figures and case studies, view the presentations in addition.
Confidently moving on

The Northern Ireland Tourist Board is creating exciting new opportunities for tourism in Northern Ireland; Alan Clarke outlined the dynamic plans.
Context of where tourism is at in Northern Ireland: worth £889m to economy; 3.7% gross value added (same as agriculture); 32,260 FTE jobs; 20% of visitors to island of Ireland; a high multiplier effect. Opportunity for growth: 20% of visitors but 11% of revenue.
Plan is to increase spending on tourism, from £4.5m to £60m (2008-11) – investing in destinations, world-class experiences, and markets.
Signature destinations are based on ‘authenticity and our unique culture and heritage, to get ‘stand out’ for Northern Ireland’: Titanic Quarter, Causeway Coastal Route, St Patrick and Christian heritage, Mournes and walled city of Derry. Each will see significant investment over the next few years to increase the quality of the experiences on offer. There is ‘a lot of work to be done in terms of product development.’
Still looking for good ideas to benefit from a £10m innovation fund.

Strategic vision is to ‘create the new Northern Ireland experience and get it on everyone’s destination wish list. We are confidently moving on now where once we had the confidence knocked out of us. We are uncovering our stories, to give the landscape and place emotion. Visitors can experience our awakening with us.’

The Northern Ireland brand is: ‘real; concentrated; layered; unique and made of places, people and stories. We want to encourage exploration – and leave behind fear of the weather!’
www.discovernorthernireland.com
A chance to compete

Paddy Mathews outlined the work of Failte Ireland to develop sustainable tourism and highlighted the European Destinations of Excellence (EDEN) scheme, which this year focuses on protected areas.

Environment Unit in Failte Ireland established 2006, produced Environmental Action Plan for 2007-09 to promote good environmental practice and protect the tourism asset. The objective is simple but a challenge. Happy tourists + happy locals + a high quality environment + profitable tourism businesses = sustainable tourism.
Four main challenges – reduce environmental impacts of tourism; protect key environmental assets; adapt to external environmental changes; innovate through adoption of environmental strategies in business practice.
We aim to inform, and benchmark our own performance. A set of publications and series of guidelines produced. We have to guard against ‘greenwashing’; environmental accreditation is useful.
What do tourists want? Things to see and do; ‘braggable’ experiences, great memories; something different; experience of Irishness. People and the environment remain the biggest attractions, but both are on the decline over the last few years. There is a significant shift towards urban tourism – due to availability of flights and ‘Ryan Air effect’. Could become a challenge to get people to leave cities.

EDEN (European Destinations of Excellence) is an EU competition in 34 countries, open to all groups and hosted by national tourism authorities. Theme 2008 – tourism in protected areas. Launching in December, it’s an opportunity to highlight good practice, with conservation involvement in adjudication and the winning destination networked with other European winners to share experience.

www.ec.europa.eu/enterprise/tourism/major_activities/eu_tourist/index_en.htm

www.failteireland.ie
A worthwhile journey
The groundbreaking EUROPARC Federation Charter has assisted protected areas to build up sustainable tourism for a decade. Richard Partington described the process.
The charter is a practical management tool for ensuring that tourism contributes to balanced development; a voluntary agreement. It is not a performance-oriented eco-label; instead a process-oriented methodology.
The focus is on initiating and assisting a process of sustainable planning which will lead to sustainable tourism step by step. The essence and spirit of the charter is that it is a journey – assists by providing a strategy development kit; provides tools to work with.
Background – in 1991 the Federation established the sustainable tourism working group to study tourism in protected areas – led to publication in 1993 of ‘Loving them to death’. From this came guidance and recommendations and pilot parks. In 2001 the first seven areas were verified.
The charter is owned and managed by the EUROPARC Federation, the organisation representing protected areas across Europe. Now there are 58 charter parks in 7 European countries; 8 in UK.
Two part process: Part 1 focuses on the protected area; part 2, which is relatively new, on partnerships with tourism businesses. The charter process involves registering, completing application documents, a diagnostic analysis and a five-year strategy and action plan. The process takes one to two years, after which the charter can be applied for; it is awarded after independent verification and must be renewed every five years.

New milestones are the Charter Net project, which looks at how the charter is helping to deliver the Convention on Biological Diversity, and part 2, where businesses are recognised as key partners.

The future: ‘We have had a long journey and are at a key and crucial stage. It’s a rolling snowball – a really good product.’
www.european-charter.org

info@european-charter.org

Only the best

Pioneering hotelier and restaurateur Vanessa Scott described how she and husband Les – with their staff, suppliers and customers – have put Strattons Hotel in Swaffam, Norfolk on the map with their green business model.
Whatever we’re doing, we’re moving forward and thinking how we can make it better. We bought our own ethos to the business. People said, ‘How can you have an environmentally friendly hotel when it’s a quality hotel?’ but the two go hand in hand.
Wanting the best in terms of quality is always the best environmental decision. We want the best for the customer.
Waste is wicked’ was how we were brought up. It makes great business sense. Our hotel is now a destination in its own right.
The way to engage businesses is to look at what they have saved. We found out it was costing us £250 a year to have the expresso machine on standby all day. If someone leaves a jug of water on the table, it goes in a bucket and we use it on our salad garden, which is producing £1,000 of salad a year.
Baseline knowledge is crucial: ‘we are always addressing problems. We can only do that by auditing.’ We realised we had an ad-hoc approach – no formal systems. So we got benchmarking in place – that was a turning point. The comprehensive policy in current use was developed in 1997 after working in partnership with Envirowise and the University of Hertfordshire. 

Year after year, the hotel has reduced energy bills and waste. The current environmental policy, re-written every January, is a more sophisticated document than the first. Most importantly, tackling the issue of writing up a policy in the first instance was a turning point in the business.

It’s a team effort. Staff and customers need to work together; there are often common-sense solutions. All staff are briefed at induction stage and asked to be pro-active and think laterally. There is a 'Green' Management Team. Sourcing local products is a passion. We share this with our staff, taking them out to look at producers in our area, and giving them ongoing quizzes about the area. We aim to work closely with local producers.



Our environmental journey has been key to improving our business performance in terms of profitability and quality. Environmental action always needs ongoing attention and good lateral thinking. It has enthused and motivated us as directors, our managers and our staff and visitors. It is a partnership.

www.strattons-hotel.co.uk
Charter in practice
The Parco Naturale Alpi Marittime, Italy, was one of the first to earn European Charter for Sustainable Tourism in Protected Areas status. Patrizia Rossi, tells how – and what the long term results have been, for it and other areas.
The charter is growing fast - now being used in 58 protected areas across Europe, which benefit from its newsletter, forum and meetings.
Some examples of actions as a result:


  • Parc National de Cevennes (F) – has produced guides, maps, guided walks, eco-museum, branded local products (oxen and chestnuts), an accommodation quality label.

  • Parc Natural de la Zona Volcànica de la Garrotxa (E) – ‘selling volcanoes’ with its ‘cuina volcanica’ (volcanic cuisine).

The process is productive. Parco Naturale Alpi Marittime (I) started working towards charter status in 1998. Through the engagement of an expert, followed by data collection, meetings, strategy formulation (and making strategy part of local socio-eco-nomic plan), then submission to Federation, and taking forward an action plan as part of charter status. In 2006, the charter was renewed.

It’s an evolutionary process – the Association Eco- Turismo in Marittime has grown out of it, has 40 (almost all) businesses involved, and the Park as a member. Training, promotion and a wealth of projects going forward include Rye eco-museum, Rye Festival, local products like ‘tuma e bodi’ (potatoes and cheese).
The rural economy can benefit from tourism generated by protected areas. Partnership and integrated participatory approach need, and the use of specific tested methods like the

European Charter for Sustainable Tourism.
www.parks.it/parcoalpimarittime

www.turismegarrotxa.com

www.pnc.fr


Bespoke advice

Andrea Nicholas of Green Business UK Ltd is behind the Green Tourism Business Scheme, which is helping set industry standards within the sector.
What it’s not - tree hugging, teepees and composting toilets; or leading-edge technology. It’s a certification scheme - about practical, sensible, flexible approach to sustainable tourism; a bespoke advisory service.
Prerequisite is that companies have to be quality-graded first. Scheme is not for profit, the only scheme validated by Visit Britain, and has grown sustainably across the UK to nearly 2,000 members at present.
Flexible, practical criteria – maximum 60 measures – 30 gives Bronze, 45 gives silver, 60 gives gold – mean it is easy for businesses to do a range of tasks to join.

Sustainable tourism encompasses visitors, industry, community and environment. Some criteria including carbon calculations are compulsory. Tasks must be spread across the board and include management, energy, water, purchasing, waste, travel and natural and cultural heritage.

Work includes technical seminars, advisory visits, local champions, case studies. Clients range from Ashdown Forest Llama Park to ‘Greening the Broads’.

www.green-business.co.uk

www.green-tourism.co.uk
Boxing clever

Mary Mulvey described the exciting ethos, place and brand that is Greenbox, a trailblazer for the island of Ireland.
The Greenbox is a network and area emerging as ‘Ireland’s first eco-tourism destination, based on a set of environmental standards highlighting all that the region and its people have to offer’.
This unique region includes Counties Fermanagh, Leitrim, West Cavan, North Sligo, South Donegal and North West Monaghan: unspoiled eco-systems and landscape, centres of learning such as the Organic Centre, a Geo-Park (Marble Arch Caves, Co Fermanagh) and off-shore islands of high conservation value such as Inishmurray Island.
Eco-tourism is travel which is ‘small scale, low impact, culturally sensitive, community orientated, primarily nature based, educational and capable of broadening people’s minds and enlivening their souls - providing a unique experience, firmly grounded in sustainable principles and practices’.
The unspoilt nature of the Greenbox has contributed to attracting a high concentration of eco-tourism operators to the region. The Greenbox is working to develop these resources further and to create a world-class eco-tourism destination with a strong focus on raising eco-tourism standards. This is being achieved through a model of tourism partnership and brings together representatives from many national, regional and local agencies. In addition many sound environmental enterprises, eco-tourism products and community initiatives fall under the Greenbox umbrella.

The project ‘had a difficult beginning - at times extremely frustrating, all talk and no action’.

High standards were always the aim, with an energetic, campaigning approach: ‘If we don’t do it different then we’re not doing it well.’
Things take time: ‘start the process and it will lead to something. Don’t wait for public policy to catch up. Listen – don’t preach… then implement.’

www.greenbox.ie

A community island

Local people have rescued an abandoned island in an unloved lough. Gerry Darby, Lough Neagh Partnership tells the story of the restoration of Rams Island.
Lough Neagh is the biggest lough in Britain and Ireland – a living, working lough, where sand is extracted and boats fish – but is ‘a lough not loved’. Its bad points are mythologised, including its flies! Northern Ireland’s most unappreciated natural asset – but has undergone a recent renaissance.
Totally unmanaged in the recent past until now, the long, thin Rams Island has been leased to the River Bann and Lough Neagh Association, who are developing it as a sustainable recreational resource with a strong conservation and social ethos.
A wide range of work has been undertaken: invasive species management, rat eradication, pathway development, built heritage protection, jetty building, small ferry service, trail, barge restoration, environmental management plan and a sculpture trail. Much work has relied on the high intelligence and practical implementation of skills of one man.

This sustainable development process was carried out by amateurs and volunteers maximising their own skills and labour, via a non-conservation body interested in conservation. They had ‘ownership’, vision and objectives – but didn’t wait for a comprehensive strategy or a consultant’s report. They consulted extensively, built relationships and took advice.

Lessons learnt – land ownership is important. Conservation is primarily a relationship and partnership process. The science will follow. Group has to share workload – can’t rely on one person. Develop leadership and management skills as well as environmental and conservation skills, and long-term management plan. Basic principles – environmental, economic, social sustainability.
Lessons for organisations – take risks and use local energy, skills and knowledge; capital but also revenue support necessary; pro-actively engage; be less bureaucratic; being strategic doesn’t mean big or government controlled; promote local, community-based tourism projects.
Such projects are ‘beautiful, fine and noble little things that add to the mosaic of the place, and keep the pressure on to look after it’.
www.ramsisland.org

www.loughneaghpartnership.com
3. Key points from the discussion groups
Developing tourism as part of sustainable economic growth

The group broke into groups to consider: ‘How can local businesses work together to develop tourism as a key component of sustainable economic growth?’ Here are their thoughts, summarised.
Opportunities exist to:
Work with long-term interests to share and develop joint understanding of destination, collectively raising profiles of destination and businesses. Show that it is the wider ‘product’ that makes the area special. Use the interface that businesses have with visitors to get messages across. Use networking to develop common learning and best practice, use existing structures for a ‘joined-up’ approach – access funding, and lobby, through ‘cluster groups’. Integrate green agenda into tourism schemes and influence policy and strategy makers.

Work together – being able to adapt collectively is key to sustainability. Share resources, including training needs analysis and delivery. Area based public-private tourism partnerships a possible mechanism. Form links between different types of tourism businesses – network – use community development groups. Engage communities.

Show that it is good business sense: use economies of scale; retain spending locally; extend the season; and engage with larger operators, eg hotel chains, tour operators.
Support businesses - Ask them what training they need – make it easy for them to come together and work – harness momentum – provide incentives for businesses to talk to other businesses. Explore tools such as: festivals – food, folklore, music, art; quality brands; work towards EUROPARC Charter.

Issues that need noting are:
Do we still have a good enough environment? Quality environment needs looking after as a basic requirement for this type of tourism – a lot has been spoilt.
Long-term funding is needed to provide facilitation for working together.
Leadership - if public bodies lead, local and private will follow?
Important not to forget farming, links with local produce etc – not diversify too far; importance of linking farming and tourism.
Carrying capacity - do all local businesses want more customers?
Can be confusing for businesses, knowing who to affiliate to – too many partnerships.
Trust – some businesses view each other as competitors, can fear being copied. Businesses need to see advantages in terms of customer generation and savings.
Lack of understanding of eco-tourism – need for simple messages to politicians and decision-makers – case studies and good examples.
Using schemes to deliver sustainable tourism in protected areas

The group broke into groups to consider: ‘How to use initiatives such as the European Charter for Sustainable Tourism and green business accreditation schemes to deliver sustainable tourism in protected areas?’ Here are their thoughts, summarised:
Opportunities exist to:

Use schemes as framework for dialogue. Charter gives framework and structure for sustainable tourism; something for organisations to agree on/buy into. Green Tourism Business Scheme gives opportunity for part 2 of Charter. Charter gives credibility, enabling access to funds, enabling delivery.

Educate about EUROPARC and its role. Why Charter in protected areas only – extend its reach? Affiliate to wider structures?
Fund accreditation, look at good practice in accreditation and barriers to its adoption.
Act strategically and promote sustainability from a high level through the Northern Ireland Tourist Board as champion. Northern Ireland could be developed/marketed as a sustainable destination.
Work in a wider context – Education for Sustainable Development on national statutory curriculum. Also beyond protected areas, to urban areas and their relationships with each other. Branding and marketing are linked and critical to success.

Work with businesses. Use peer experience – business to business. Identify and sell the business case (reducing costs etc). Increase profits for businesses from green accreditation. Get some quality businesses involved early, focus on exemplar businesses/’big tent’ approach, working with more businesses and improving quality/environmental performance. Future-proof businesses eg environmental legislation. Charter is a link and a focus for discussions with businesses.

Issues that need noting are:
Time is right to act now – there is a need.
What schemes are available? Uncertainty – tourism masters need to show what they are going to adopt – currently fragmented. There is a lack of green accreditation schemes. The Charter and Green Tourism Business Scheme can be used together, complement each other.
Education about EUROPARC and process is needed. Charter status can come first – accreditation can follow.
Funding is needed to put accreditation in place. The Northern Ireland Tourist Board needs to take a risk.
Customised/unique training is an important element – local distinctiveness must be retained.

You don’t need the label to follow the principles – green practices are for everyone. If you’re not in, it doesn’t mean you’re not good!


Appendix A: Speakers biographies and presentation outlines

Session 1
Alan Clarke (GB) – Northern Ireland Tourist Board

Alan Clarke was appointed Chief Executive of the Northern Ireland Tourist Board in September 2001.

Alan started his career in Northern Ireland followed by appointments in Wales and Devon. Prior to returning to Northern Ireland he worked for eleven years in Scotland as Director of Marketing for Edinburgh and Lothians Tourist Board and latterly as Chief Executive of Aberdeen and Grampian Tourist Board.

A graduate of the University of Ulster and University of Strathclyde, he is a Fellow of the Chartered Institute of Marketing, a Fellow of the Institute of Direct Marketing and a Member of the CBI Council for Northern Ireland.
Development of tourism as a long-term sustainable industry for the Northern Ireland economy

It focuses on NITB’s role in developing destinations under the programme for Government 2008-11 and how NITB is seeking to position tourism long-term through a brand strategy for the industry.


Paddy Mathews (IRL) – Fáilte Ireland

Manager of the Environment Unit of Fáilte Ireland. The Unit discharges the role of the Fáilte Ireland as a prescribed body in the planning process, undertakes policy research relating to tourism and the environment, and promotes good environmental practice within the tourism sector. He was Planning Officer with Heritage Council from 1995 to 2003. In 2003, he joined John Cronin & Associates, a consultancy practice which specialises in urban and building conservation, archaeology and conservation planning. He joined the Environment Unit of Fáilte Ireland in 2006.

Introducing the European Destinations of Excellence (EDEN) Initiative


Paddy Mathews, Environment Unit, Fáilte Ireland

In 2007, the European Union introduced a competition for tourism destinations throughout Europe, focusing of a different theme each year: Rural Destinations in 2007 and Intangible Heritage in 2008. In 2009, the theme of the competition will be Tourism in Protected Areas. As hosts of the competition in the Republic of Ireland, Fáilte Ireland, the National Tourism Development Authority, in December will invite tourism destinations to put themselves forward for the competition.


For Fáilte Ireland as a tourism development authority, the competition raises questions and challenges as to what represents good practice in managing tourism in protected areas and whether we have much of it to boast about in Ireland. We know that Ireland’s natural and cultural heritage is a core asset for the Irish tourism industry and that it is needed to sustain our distinct Irish tourism product, but how well does the tourism industry perform as a custodian of this heritage and how well do our heritage custodians present this heritage to our visitors?
These are questions which are prompted by the EDEN competition and will be explored in the presentation.

Session 2
Vanessa Scott (GB) –Strattons Hotel Swaffham Norfolk

Vanessa Scott grew up in rural Norfolk and has travelled widely in Europe as

a speaker talking to audiences about ‘greening’ a tourism business and the

importance of regional food. She is currently writing a book about the food

producers of the Brecks countryside within which the hotel is situated.

Strattons Hotel in Swaffham, Norfolk, was the first hotel in the UK to win

the Dti’s ‘Queen’s Award’ for outstanding environmental performance.

The Stratton Green Business Model

Corporate Social Responsibility (CSR) is an acknowledgement by Stratton’s Hotel of its obligations to Ash Close, to Swaffham, to the Brecks, Norfolk and the UK. It is about acting responsibly, giving something back and enhancing, investing and developing the place in which the hotel operates.


To achieve our CSR statement we target the following areas: Product,

Environment, Economic, Local Community, People.


In two decades Stratton’s Hotel has developed from a rundown, private,

listed building into a quality award-winning boutique hotel with a turnover

in excess of £700k and a reputation for strong environmental ethics. It now

boasts ten sumptuous bedrooms half of which are suites, a 24 cover

restaurant that continually wins awards for wine, food and its local

sourcing ethos, much of which is organic or grown within a five mile radius

of the hotel. During 2008, 4 eco-lodges and a cafe will be created from an

old print workshop and cottage on the south perimeter of the hotel.


Patrizia Rossi (I) – Alpi Marittime RNP Italy

Director, Parco Naturale Alpi Marittime, Italy

Chair, Evaluation Committee, European Charter for Sustainable Tourism in Protected Areas
The European Charter for Sustainable Tourism in Protected Areas: examples of application
Part I: Introduction to the European Charter for Sustainable Tourism in Protected Areas. Concept, general information and developments, network.

Part II: Examples of its application in some European protected areas: Parc National des Cevennes (F) Parc Natural de la Zona Volcànica de la Garrotxa (E) and in the transboundary area of Parco Naturale Alpi Marittime (I) and Parc National du Mercantour (F).]


Session 3

Mary Mulvey (GB) – Greenbox-Ireland

The Greenbox CEO Mary Mulvey is a graduate of St Patrick’s College Maynooth and has a BA Post Graduate Diploma in Irish Heritage Management from UCC and Certificate in Eco-tourism.
Mary has over 15 years senior management experience ranging from Project/Event Management .She developed the Cashel Heritage Town Programme and many other capital and marketing projects. She was a founding member of Cashel Cultural Festival and director for 10 years. Previous employment includes the English Tourist Board, Bord Fáilte, Heritage Towns of Ireland and Irish Peatland Conservation Council. She also held the role of Operations Manager for the Irish Museum of Modern Art/Royal Hospital Kilmainhaim. Mary has also served on many national committees for organisations such as Irish Tourist Industry Confederation and the Association of Irish Festival Events. She also ran her own consultancy business for a number of years.

Board Member Failte Ireland North West.

Company Secretary Responsible Tourism Ltd.

Director of Model Arts Nilliand Gallery Sligo (Voluntary Capacity)

Member Of EPA - Greener Hotels Scheme

Member of ICBAN – Food Study Committee.

Member of Leitrim Energy Agency

Member of the central council of ITIC

Member of Harvest Feast Festival

Chairman Responsible Tourism Skillnet

Member Interview Panel Sligo IT




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