From ‘true blue’ to green
By Courtney Laidler
Australia hosted over 5.1 million international visitors last year according to Tourism Australia statistics, so it comes as no surprise that sustainable tourism or ‘ecotourism’ lies at the forefront of national interests. With this high volume of tourists using and consuming resources, it is crucial that more environmentally friendly approaches to tourism are adopted. Without ecologically sustainable practices, our national treasures such as reefs and rainforests are at risk.
Tourism that can offset a traveler’s carbon footprint and has a positive impact on the environment is a wonderful idea in theory, but does the practice of ecotourism actually live up to its claims?
Critics cast doubt over the supposed positive impact that eco-strategies have on the environment. Some tour companies and accommodation providers falsely market their products and services as being green. ‘Green washing’ is a term that Ecotourism Australia’s National Quality Standards Manager, Kristie Gray, uses to describe a business that advertises itself as being green, when it’s really not.
“You need to do more than offer people the opportunity to reuse their towels and sheets when they come and stay with you” says Gray. “That’s not eco anymore, that’s a given.”
Ecotourism Australia has become the first organisation in the nation to develop a multi-level certification program for businesses in the tourism industry that adhere to best practices in the areas of climate action, ecological sustainability and respect for culture. A company will receive a level of certification based on how environmentally sustainable their operations are determined to be, explains Gray.
ECO Certification entails a lengthy process and requires a high level of commitment in terms of time and finances on behalf of the applicant. “We’ve had people that have had applications in progress for twelve months and more,” says Gray.
Business owners must be willing to evaluate operating procedures, assess suppliers and products, submit a business plan, and pay the certification fee. If successful in accordance to Ecotourism Australia’s guidelines, the applicant will achieve ECO Certified status and may display the internationally recognized logo on their products and marketing materials.
Gray says that the visibility of this logo has a financial pay-off for businesses because its presence is important to tourists. “It’s not just the hippies and the activists these days… it’s quite cool to be green and people are showing the tendency to select green products over those that are not.”
Brisbane Urban Adventures is a Brisbane-based day tour company that provides travelers with an eco-friendly experience. The Director of Brisbane Urban Adventures, Shaun Gilchrist, says that the tours are organised around low carbon impact activities such as walking, cycling, and using local public transport when necessary.
Gilchrist says that not only do tourists want green travel options, they also want to have a positive impact on the communities they visit.
“Being responsible, being eco friendly, being green – these are terms that have become quite generic to most people,” he says. “The focus is now on doing something that has a positive impact.”
The tour company has an agreement with Carbon Neutral to offset any carbon and they make regular donations to a number of local charities. They support local organisations such as Surf Life Saving, Save the Children, WSPCA and the RSPCA, by contributing one hundred dollars per month to these four charities.
Although Brisbane Urban Adventures is only in its first year of operations, it has already experienced a sharp growth in participant uptake and has received a substantial amount of publicity including two television appearances on Channel Seven’s The Great South East program, as well as New Zealand’s TV1 Morning Show.
Gilchrist attributes the success of the newfound tour company to the community involvement and the environmental focus placed on the tours. “People like that ‘feel good’ sensation of doing something for the environment,” he says.
Brisbane Urban Adventures tours meets consumer demands by providing travelers with the opportunity to explore Brisbane in an environmentally friendly way as well as support local communities.
Ecotourism is a leading edge strategy in the tourism industry and Australia leads the world in green tourism products. Currently, there are over 700 ECO Certified operators in Australia according to the Department of Resources, Energy and Tourism. The establishment of eco certification programs has made it evident to see the positive impact that sustainable tours and accommodation providers are having on Australian communities.
Brisbane Urban Adventures Blog 