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Mixing Travel, Business & Philanthropy Presentation by Mike Robbins www.tourismco.com


Presentation Conclusions • The Canadian tourism industry needs to begin to ‘walk the talk’ re sustainability & ecotourism • We need to respect TEK & cultural values • Aboriginal cultural ecotourism presents significant opportunity & we all have a responsibility to assist in development of this sector • Leverage through aligning travel, business & philanthropy based on values


Driven by Values • • • • • •

Respect Equality Ecological awareness Cultural heritage Helping others Personal challenge


The Issues • The world expects Canada to be a leader in sustainable tourism - but we are not • Aboriginal population is 4% of total - 48% of Aboriginal population is under 24 yrs compared to 31% in rest of population • 46% of population still outside urban areas - limited economic opportunity in these areas • How does a consumer know if they are buying an authentic Aboriginal experience/product? • How does an operator know if they have achieved ecotourism?


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The Opportunities • Protection of mother earth & connection of all living things is part of Aboriginal values & spirituality • Tourism offers significant economic opportunity - out on land, cultural learning/sharing, employment for all ages, pride - authentic to Canada • Traditional ecological knowledge is a major asset for sustainable development • Cultural ecotourism is a natural fit • Increasing awareness & obligation to fight climate change - decrease footprint


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Experiences Across Canada & Lessons Learned • In Nunavut helping to plan community-based tourism • In Labrador Innu communities helping to launch a vision for cultural learning & tourism • Along the Great Lakes Heritage Coast creating new models for resource stewardship & ecotourism • In the Great Bear Rainforest linking sustainable tourism with conservation


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Nunavut - Need & opportunity to mentor, develop & promote aboriginal cultural tourism

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Great Lakes Heritage Coast - Recognizing & involving TEK in resource management


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Kamestastin Cultural Ecolodge - Need & opportunity to protect & preserve Innu culture, traditions, & special places

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Great Bear Rainforest & Taku - Engaging Aboriginal communities in using tourism as a conservation tool

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Models from other Countries

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Models from other Countries

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Australia - ‘Respect our Culture’ in association with NEAP • ROC is a certification program for authentic Aboriginal tourism products • Formerly run through Aboriginal Tourism Australia ATA • ATA closed in July • ROC moving to Ecotourism Australia - ROC will be issued with linkages to ecocertification - NEAP


New Zealand - Qualmark & Maori tourism • Maori tourism is fundamental component of tourism sector • Two Maori principles are central to new 2015 strategy – Katiakitanga - guardianship – Manaakitanga - sharing

• Qualmark is national quality assurance program - partnership between Tourism NZ and NZ AA - adding environmental component


Travelers Philanthropy • Growth in social investing - not content to assume a donation will be put to good use want to see a link between the gift & social or environmental benefits • Planned & strategic giving based on values • 85% of Cdns gave to charity in 04 - only 2% to environment • 85% (21 m) of Cdns & 79% (176 m) of US took at least one overnight trip in 04/05


The BIG Opportunity • Combine travel with philanthropy • Combine business with philanthropy • Combine traditional ecological knowledge with modern conservation science • Map & protect cultural values in TT • Combine Aboriginal cultural ecotourism with environmental & social giving opportunities


Mixing Business and Philanthropy