Sustainability4.2.4

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Untenanted houses, flats or farmhouses can be revitalized and rented afterwards. Workshops for regional architecture can be offered for supporting the financing of the costs, possibly a part of the house can be rented to open a small museum or the above mentioned handicraft shop that in turn facilitates further renovations. Smaller flats or even rooms of a flat or a house can be offered as bed and breakfast, a possibility to supplement one’s income.

Nature – profit and protection

Guests who come from cities, where they do not have the possibility to enjoy nature are not only fond of activities like cycling, swimming or hiking outside. Hiking paths or nature observation points can be developed, guided tours can be offered. That way, new jobs are being created and natural resources can be used in a reasonable way. But taking benefit from nature involves also its protection. Without intact nature and thus the recreation-aspect the guests will stay out and so will a long-lasting prosperity.

Festivals and events

Celebrating is a joy not only for guests. Special events, of diverse nature build a point of attraction. They can increase the number of guests and forgotten traditions like special dances or songs can be revitalized. This benefits both hosts and guests.

4.2.4 Sustainability The strategy of drawing certain benefits from tourism - mainly of an economic nature - implies taking advantage of free-market mechanisms for ecological and social purposes,

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and this in turn indicates to accept the logic of a system mainly driven by private enterprise, in which competitiveness and operational profitability are both, the core purpose and at the same time the prerequisite for its very ability to function. People wanting to develop sustainable tourism or to make tourism in a region more sustainable, therefore need to accept that they are acting against the background of market mechanisms and profit-driven entrepreneurship. Especially those who have their main focus of work on non-profit activities, such as protected area managers, government institutions or NGOs, and that want to actively participate in the development of tourism tend to neglect the economic aspects - that the main purpose of the tourism sector is to sell a product - and for this reason often fail to achieve economic sustainability of their tourism projects. On the other hand, tourism can generate income for individuals just as well as for whole communities in very different direct and indirect ways. Besides economic benefits, tourism can also positively impact the cultural and societal development and quality of a region. The main positive socio-economic impact of tourism is that it generates income for the host economy as well as foreign exchange earnings. Furthermore, tourism stimulates investment in the region’s economy and infrastructure, which leads to the generation of employment and, again, to an increase in income for the local population. Employment may be created directly in the tourism industry through hotels, restaurants, souvenir sales and other tourism related services, or indirectly through the supply of goods and services needed by tourismrelated business. Tourism development often requires infrastructure improvements such as better water and sewage systems, roads and public transport networks, thus improving the quality of life for residents. By stimulating economic development tourism contributes directly to government revenues by the taxes on the implementation of income from tourism and indirectly through taxes and duties levied on goods and services supplied to tourists. Furthermore, tourism can contribute financially as well as in other ways to the conservation of the natural and cultural heritage. Tourism income not only improves the economic situation of a destination, but can foster environmental protection. Direct financial contribution to conservation is generated through entrance fees for protected areas, grants with which tour operators and other tourism providers support conservation measures, taxes which the government partly uses for financing environmental protection. Tourists appreciate a healthy and beautiful natural environment and reject destinations where the pollution and destruction of the natural environment takes place. Tourism can therefore raise the awareness of the local population concerning environmental problems and enhance the motivation for conservation activities or promote the improvement of conservation management. Another positive impact of tourism on the natural environment of a destination is that it provides an alternative to unsustainable economic activities, such as intensified agricultural practices or highly polluting industries. To obtain the maximum benefits from tourism for the sustainable development of a region, it is necessary to evaluate and adjust all elements of the tourism product regarding to sustainability aspects. This can be done at the level of the individual elements of the tourism

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chain, such as transport or accommodation, but also regarding the integrated product and its placement in the regional economy and supply chain. At both of individual and regional levels, the product has to fulfil the principles of economic, environmental as well as social and ethical sustainability. That means that in the developing process the balance act of the following aspects has to be considered:  Conservation, preserving biodiversity and natural resources, and greater understanding and the acceptance that preserving the environment is vital.  The inhabitants should be able to benefit from tourism by improved living standards, local empowerment, poverty reduction and (in best case) positive cultural exchanges. Finally, sustainability for tourism business means heading for long-term profitability through tempered price policies (customer and investment) as well as attractive and diverse products. 4.2.4.1 Sustainability of basic tourism elements

Transport

The most sustainable means of transport for traveling – besides walking and cycling – are coaches and trains. A train only uses a quarter of emissions per passenger a car produces and a coach only one eighth of these. The most intensive mode of traveling is using the airplane – needing three times the energy as both, train and coach together. The transportation sector is the most difficult to implement sustainable solutions in (Font et al., 2008). Nonetheless, it is one of the most important sectors achieve sustainability in. If changing mode of arrival and departure are not an option, efforts should be made to offer distinctly sustainable mobility options while in the destination. The transport at the destination itself can decisively contribute to increased environmental sustainability. Depending on the local circumstances, the use of bicycles can be offered or guests can be transferred by public transport. Some tour operators offer special prices or incentives for costumers that use public transport for traveling to a destination (if transport is not included).

Accommodation

Sustainable accommodations take care of the reduction, sustainable use and recycling of natural resources. Water consumption, energy management, water use management, waste water management, waste management and chemical use, as well as the possibilities of contributing to biodiversity and nature conservation, to community development, social issues in the workplace, environmental management systems and sources of further information are topics that owners of hotels, pensions, camping places and other types of accommodation should consider. A variety of guidelines, labelling and certification schemes, eco-audit programs and award systems exist at national and international levels in order to help owners to evaluate and improve the eco-friendliness and the socio-cultural sustainability of their business. According to Font et al (2008) accommodation is the easiest product to engage in effective sustainability approaches as they are responsible for a large

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portion of resources consumed. Accommodation is the first and foremost location to guide visitors into an environmentally friendly stay.

Food and beverages

The best way to ensure the provision of ‘sustainable’ food and beverages is offering local cuisine, i.e. regional or locally grown and produced products. Bio-products are the best option because then the ecological impacts of the food production is controlled. Furthermore, the use of regional products reduces transport ways and thus CO2 emission. From an economic point of view, purchasing the food and drinks for tourists from local producers support the regional supply chain and benefits the regional economy so that more people in the region can generate income from tourism. It is the sector that will bring the greatest economic benefit to local people (Font et al 2008). Regional or local menus are also important for the tourists' experience.

Activities

Activities that take place in natural areas are often per se considered as 'ecotourism', 'sustainable', 'ecological' etc. This is a false perception. The concept is often promoted to sell tourism products under the label of eco-friendliness. In many cases the fact that the activities take place in a natural environment result in seriously endangering or even destroying habitats and landscapes, regardless of the subjective impression of the tourist who is 'enjoying nature'. Nevertheless, nature-bound activities can also be eco-friendly and much less harmful to nature than other popular recreational activities that require the consumption of space and natural resources and cause disturbance and pollution. The recognition of the specific impacts of the different outdoor activities and the management of these impacts is crucial to ensure the sustainability of sports and recreation activities. The evaluation and identification of proper management practices needs to be adjusted to the area the activities take place. While nobody would consider a cross-country motorbike race as an eco-friendly activity, most people would label horse riding and hiking much more sustainable. But when thinking of sensitive habitats influenced by noise, littering, erosion and water pollution, these can be quite harmful to nature, too. To ensure an adequate balance between nature protection requirements and attractive tourism activities, adequate management systems need to be established. If trails, resting places and other infrastructure for outdoor activities are well planned and maintained, the negative impacts on nature can be reduced. For very sensitive habitats and regarding harmful activities, restrictions might be the only way to achieve sustainable tourism. Generally, it is important to note that while activities and excursions have the most visible sustainability for the tourist, it is not where the most benefits for the local population arises. All sections of the tourism chain need to be incorporated.

Attractions

The same points as mentioned for activities are valid for attractions, including those of cultural heritage or traditional importance. Too many tourists visiting historical places and buildings cause major damages if there is no adequate visitor management. These

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attractions can only survive if a management strategy is devised that ensures it can incorporate demand in a way that will make it available in future. This may have to include limited access.

Product diversification

If a region is interested in attracting new clients, there are some approaches that can be considered (shown in table bellow). For this document, the discussion will focus on diversification, in which new products are to be introduced to a new market or a new target group. Complementary assets grouped around the genuine offerings help to attract a broader range of tourists and may give the final kick when deciding on where to go for a holiday.

Offers

Existing products

New products Existing markets, clients, target groups

Market Penetration

Modification of existing products for an existing market

New Development

Introduction of new products for an existing market

New markets, clients, target group

Market Development

New positioning of an existing product in order to attract a new market, target group

Diversification

Introduction of a new product for a new market and a new target group

Table 4: Classic approach to developing new products Two examples on possible ways of differentiating a tourism product are introduced in the following: Local events and local products. Local events: There is no better way to experience living culture in a region than by participating in a local event. Tourists will enjoy interesting new experiences and unforgettable impressions, while at the same time the local population benefits. Villages or communities that have managed to keep their traditions alive are a particular attraction. At the same time, the interest of tourists in the living culture of the rural areas may even be the trigger for the local population to recognize the value of their local assets. Seeing that tourists value local culture and customs can lead to a new appreciation and even to a revitalization of local traditions. Sometimes practices, knowledge and skills which have been forgotten are revitalized through this new understanding of the value of their culture. At the best, locals also learn from the tourists about other countries, their traditions and their behaviour and lifestyles. This way, a cultural exchange takes place, which allows for mutual understanding and thus for a peaceful relationship in the destination as well as outside. In addition, well-known events contribute to the overall enhancement of a village’s or region’s image, thus contributing to an increase in attractiveness for tourists. That way, even the problem of seasonality can be reduced, if well-announced events, e.g. a big traditional village festival or a harvest feast, can stimulate tourism in off season.

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Events can be festivals and celebrations that take place annually or regularly. Often they are already part of the local culture of a village or a region. A regular Sunday market on the village square represents a basic form of a local event. On the other hand, it is worth considering newly designed festivals, aiming to attract tourism. A danger here is that these events – both the traditional and newly established ones – might lose their charm and authenticity in the course of getting more and more commodified. This will follow loss of quality for the tourists. On the other side, annual or regular events, which show high quality and attractiveness and which are well managed, have the potential to make visitors return to the destination.

Local products: Local products provide another possibility of diversifying a tourism product. Local products include a vast number of offers, ranging from local food and beverages to handicrafts, art objects, etc. In particular, if tourists attach importance to contact with local nature, people and culture, during their stay they will be enthusiastic to bring home something that combines their recent experiences, e.g. eating some homemade honey together with their hosts in the garden, with a souvenir to bring home – in that case, the honey. Regarding food and beverages, tourists especially like the idea of these products being ‘fresher’, having more taste and being healthier than the typical (supermarket) products at home. The fact that the local products are authentic and found in no other place but exactly where they have been purchased, is another factor of interest. Focusing on local products as essential parts of the tourism product may have a huge impact on the quality of the local supply chain and thus on the health of the local economic cycle. Tourism development causes a surplus in demand, and the suppliers are responsible for their fulfilment. This way, tourism based on local products can be seen as a driving force for the development of the local and regional economy. The orientation towards local products contributes to the conservation of specific local knowledge, skills and techniques in producing these local products. For example, wine making or cheese production as well as creating traditional wooden objects. In this sense, there might possibly be a need for training and capacity building, if more people need to be taught specific manufacturing techniques. In this way opportunities or new jobs might be created. It is particularly worth pointing out that the production process of some of these items is very much appealing and interesting for tourists. Therefore, it should be considered as individual tourist attraction, where possible. Similar is the integration of tourists into daily life, i.e. supporting farmers’ work or having cooking courses or baking bread together with the locals. Regarding food if local restaurants and accommodation are encouraged to cooperate with local farmers, buy on the local market and offer regional specialties, new opportunities for local product development can be created, while making substantial contributions to the local economy. However, it must be ensured that food is continuously supplied at

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determined amounts and keep a high quality. The establishment of a supply or/and distribution network is an opportunity to overcome this problem.

Greenways Case Study: Istria Bike&Outdoor Initiative

The ISTRA Bike&Outdoor Initiative covers the entire region of Istria, Croatia with a great number of cycling, hiking, thematic routes and accommodation along the coast as well as through the beautiful natural landscape of Central Istria and its quaint villages. The initiative was launched to develop outdoor tourism in Istria and thus promote synergies between the subjects of tourism with the ultimate aim being to reposition and restructure Istria into a high-quality tourism region with a year-round tourism offer. The repositioning also involves the diversification of the offer and a shift from the dependence on the “sun and sea” products traditional for Istrian tourism. The Istra Bike & Outdoor DMC Department, as part of the Istrian Tourism Development Agency, was established in 2012 to implement an integrated development and management of cycling tourism as well as other forms of active tourism. The Istra Bike & Outdoor DMC department is supported by Istria County, hotel companies Maistra d.d., Valamar Riviera d.d., Istraturist Umag d.d., Laguna Novigrad d.d., Plava laguna d.d., Arenaturist d.d., as well as Istria Tourist Board along with local tourist boards. Today’s Istrian cyclo-tourism consists of many segments of which the most important are the numerous bike trails of all types, the specialized Istra Bike & Bed accommodation, quality bike rental & transport service providers and professional bike guides. Also, there are events of huge importance which, besides hosting numerous participants, do the targeted promotion of the specialized offer of Istria beyond its borders. Apart from this, of course, there is the education of the service providers, as well as the promotion of Istria and its bike offer abroad. With its multiple beneficial effects, the project agrees well with the rest of the tourism offer in Istria, including Bike&Bed accommodation, spa centres and gourmet segments of Istrian tourism, namely rural, wine and olive oil tourism. The extensive network of cycling trails targets a wide spectrum of visitors including families, youth, seniors and adventure seekers. The network distinguishes between official and adventure trails and supports tourists in planning their stay by preparing detailed information on the website for each trail regarding the difficulty, length, elevation, surface type and the time required to complete it. The interactive map allows tourists to look for nearby accommodation well in advance and each trail is accompanied by a description of directions and recommended sights along the route. The easily understandable information provided on the website is also a result of the tremendous efforts devoted to developing a uniform signalization for cycling and hiking trails. In addition, the spatial visualization of the trails has also been significantly improved through open-source cartography. The network of cycling and hiking trails is also complemented by the Istra Bike&Bed scheme through which cyclists have access to specialized accommodation where they can safely store their bike and use tools and equipment if necessary. The new DMC department is committed to the further development of Istra bike (www.istria-