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Practical, profitable, protectedA starter guide to developingsustainable tourism in protected areasContaining ideas, case studies, guidelines and tips tohelp conservation, businesses, host communities andvisitors all become winnersPractical, profitable, protected A starter guide to developing sustainable tourism in protected areas1

This manual is an initiative of ECEAT International,the European Centre for Eco and Agro Tourism inpartnership with the Europarc Federation.The manual was produced by EUROPARC ConsultingGmbH, ECEAT – Projects and Lauku Ceļotājs,the Latvian Country Tourism Association.Financial contribution was received from the EuropeanUnion as part of the LIFE programme, projectPOLPROP-NATURA (LIFE07ENV/LV/000981), and fromthe Latvian LVAF fund.Text contributions: Lucy Galvin, Aiva Jakovela,Hugo de Jong, Naut Kusters, Richard Partington,Asnate Ziemele.Design: KaleidoscopePrint: Microdot Ltd., Latvia2012

Practical, profitable, protectedA starter guide to developingsustainable tourism in protected areasThis book is a practical manual on how to develop and managetourism in protected areas. It is for all those responsible for themanagement of protected areas as tourism destinations.These include not only protected-area managers but also localauthorities, tourism promotion agencies and tourismbusiness associations.It focuses on protected areas that are in an early stage of theirtourism development and wish to do this in a well-planned andsustainable manner. Examples of such areas are the more than26,000 Natura 2000 sites which have recently been recognisedby 27 European countries. This manual brings togetherstate-of-the-art knowledge and experiences from different partsof Europe and can serve as a basic reference document.This manual was developed and published with financialsupport of the LIFE programme, a European Union programmesupporting environmental and nature conservation throughoutthe EU. Produced by a team of Europe’s leading experts, thismanual combines expertise from EUROPARC Consulting,bringing in more than 30 years of experience in developingtourism in Europe’s leading protected areas; the EuropeanCentre for Eco and Agro Tourism (ECEAT), adding the perspectiveof the tourism sector and entrepreneurs; and the LatvianCountry Tourism Association (Lauku Ceļotājs) contributing thespecific lessons learned in the frame of the LIFE POLPROP-NATURA (LIFE07ENV/LV/000981) project which aimed at thecreation of a model for sustainable tourism development in theLatvian Slītere National Park. Many of the best practices andcase studies in this manual are based on this SustainableTourism Model.Practical, profitable, protected A starter guide to developing sustainable tourism in protected areas3

ContentsThe case studies6How should I use this book81 The ConceptWhy tourism?91.1 The benefitsWhat will tourism bring?91.2 Sustainability principlesHow are tourism and sustainable development linked?111.3 The story so farWhat has been done to develop tourism in europe’s protected areas?152 Be StrategicBalance protection and tourism172.1 Tourism strategy developmentA partnership building process182.2 Visitor managementMaximising the environmental, economic and social benefits222.3 Monitoring the effectsIdentification and observation of the effects of visitors252.4 Market assessmentExpectations and needs of current and potential visitors263 Working TogetherPartnership with communities, businesses and organisations313.1 Stakeholder forumCreating an inclusive and effective forum333.2 TrainingInvesting in and inspiring your people343.3 Branding and standardsImproving the quality and identity of the destination363.4 Conflict resolutionMinimising conflicts to maximise benefits40

4 Providing ExperiencesFrom signposts to canoes434.1 Attractions and activitiesIdentifying your area‘s unique assets454.2 Visitor infrastructureCreating ways to access and enjoy the area474.3 Tourism product developmentPackaging the protected area’s resources534.4 Special eventsEconomic benefits through exciting experiences575 CommunicateSharing the value615.1 Communications action planThe what, why and how to communicate to your audience625.2 Area image and brandingCommunicating a destination’s unique identity625.3 PublicationsExamples of published information655.4 Outdoor interpretationGetting the message right675.5 Electronic mediaFast-changing communications716 Create IncomeGenerating revenue from tourism736.1 Entrance feesCharging visitors for access to protected areas736.2 User feesCharging visitors for specific services746.3 Operation of commercial activitiesDo it yourself and/or encourage others to provide services766.4 Donations and volunteersGenerating funds for conservation through tourism78References81Acknowledgements82

The case studiesCase studyDestinationSummaryPageBe strategic Balance protection and tourism1Developing a tourismstrategySlītere National Park,LatviaA participative approach to tourism strategydevelopment based on resources, infrastructure,products and effects; goals, vision and activitiesfor development.192Zoning for wildernessexperienceRetezat National Park,Romania“Experience zoning” of the national park region,resulting in guidelines for development ineach zone.233Zoning beyond theprotected area’sbordersTara Dornelor, CalimaniNational Park, RomaniaIn the wider Tara Dornelor region, tourist zoneswere distinguished based on different targetgroups and possible outdoor activities.254Visitor MonitoringStudySlītere National Park,LatviaGuidelines for a visitor monitoring methodologyto detect the environmental, social and economicimpact of tourism.275Ongoing partnershipvisitor surveyParco delle AlpiMarittime, ItalyEvery four years this park carries out a survey on asample of about 1,000 visitors, generating a rangeof useful information.29Work together Partnership with communities, businesses and organisations6Bringing a forumtogetherĶemeri National Park,LatviaThe highly-visited and quite populated parkdeveloped a permanent stakeholder forum thatinformed decision-making and will continue tomeet every six months.337Training in giving andcollecting informationParc Natural de la ZonaVolcànica de la Garrotxa,Girona, Catalonia, SpainTourism businesses can be accredited as official“Park Information Points”, provided they followtraining about the area’s resources, visitorinformation and collecting market data.358Partnering with localbusinessesHarz National Park,Saxony-Anhalt and LowerSaxony, GermanyBusinesses who sign up to be “National ParkPartners” can use the Park logo as a mark ofquality in marketing, based on a certificationprocess.389Development of“Traditional CoastalArchitectureGuidelines”LatviaGuidelines were prepared for construction andother physical development in order to ensureconservation of the cultural heritage of traditionalcoastal architecture.3910The ECEAT quality label17 European countriesBased on a number of criteria, small ruralaccommodation can obtain the ECEATquality label.4011Managing CommunityConflictHarz National Park,Saxony-Anhalt and LowerSaxony, GermanyStakeholder conflicts are settled in the Park’sAdvisory Board that consists of 40 representatives from villages, counties, conservation groups,tourist institutions, etc.41Provide experiences From signposts to canoes12A healing castleCastle Grad, KrajinskiNature Park, SloveniaThe restoration of an 11th century Knights Templarcastle formed a cultural-events centre with allegedhealing powers. The Centre helps to provide amore diverse offer to tourists.4613Bog walking withspecial footwearStore Mosse NationalPark, Sweden“Snowshoe walks” in the summer across bogs.4614Developing theDovbush interpretationtrailCarpathian NationalNature Park, UkraineA walking trail was turned into an interpretationtrail with “Dovbush”, a historical character, as itsmain theme.5115Visitor centres - fromthe simple to thesophisticatedHarz National Park,Saxony-Anhalt and LowerSaxony, GermanyThe Harz National Park has 15 visitor centres whichrange from small to very large. Their managementis based on different organisational arrangements.53

16SNP Nature Travel,individual walking toursFour Central EuropeanCountriesDutch tour operator SNP Nature Travel, togetherwith ECEAT, developed individual walking toursfrom farm to farm with accommodation.5517Country Escape, ruraltourism associationByelorussiaRural tourism is developed through longer routesusing a system of “Green Ways”, uniting smallbusinesses under a common umbrella idea ofsustainable travel and tourism.5618Developing newtourism productsSlītere National Park,LatviaNew active tourism routes were developed in thispark so that visitors stay longer in the area in orderto increase long-term demand and the use of localservices and products.5719Travel Day to SlītereSlītere National Park,LatviaYearly event to promote the Slītere park and regionto national and international visitors.5820Combining sportand environmentaleducationDarß Peninsula, WestPommerian BoddenLandscape, GermanyA sustainably organised annual sports event(running) is combined with environmentaleducation for children, young people and adults.59Communicate Sharing the value21Developing acommunicationsaction planCarpathian Ecoregion,UkraineA route map for strategic communications wasdeveloped in three staff workshops.6322Developing aCommunicationsToolkit for BusinessesForest of Bowland AONB,Lancashire, England, UKBased on research among local people, a manualand CD-ROM were developed offering a range ofuseful information, tools, tips and quality images tolocal businesses.6423Producing the SlītereTravellers GuideSlītere National Park,LatviaThe national countryside tourism association, localbusinesses and park administration developed acomprehensive visitor guide.6624Installing outdoorinterpretationSlītere National Park,LatviaInterpretation panels were installed based on basicprinciples of quality and practicality, resulting in astep-by-step approach.6925Involving the localcommunity ininterpretationDefileul Jiului NationalPark, RomaniaIn order to attract more local people to the area, aninterpretation trail was developed with the help ofyoung people from local schools.7026Developing electronicinterpretationThe Broads National Park,Norfolk, England, UKAugmented reality applications and interactivemaps were developed in order to provide digitalinterpretation for this national park.71Create income Generating revenue from tourism27Entrance fees inNational ParksCosta RicaCosta Rican National Parks successfully raisedentrance fees based on “willingness to pay”research.7528User fees in amarine reserveMiramare Marine Reserve,ItalyThe reserve charges fees for activities such assnorkelling and educational programmes, funding25% of its total budget.7629Concessions inSANParksSouth AfricaThe National Park Authority granted a concessionfor the operation of accommodation, shops andrestaurant, financing 75% of its total budget andincreasing employment opportunities.7730Direct operation ofaccommodation byprotected areasThe NetherlandsThe Dutch National Forest Service operatesholiday homes and campsites in the state-ownedprotected areas generating significant revenues.7831Selling national park“shares”Müritz National Park,GermanyAttractively designed “shares” in the Müritz NationalPark are issued for 25 each, allowing individualsand businesses to showcase their support for thePark and generating additional income.7932“Voluntourism” inprotected areasChile, Peru, USAA non-profit organisation offers “working holidays”in protected areas. Participants repair trails, restorearchaeological sites or replant vegetation.80

How should I use this book?The manual demonstrates how visitors, conservationand host communities can all be winners. Thepractical ideas, case studies, guidelines and toolsfeatured here aim to give confidence and supportto start a sustainable tourism “journey”. You will findideas and examples of working proactively, effectivelyand inexpensively with visitors as well as tourismentrepreneurs.Chapter one focuses on the background andconcepts. The following chapters are made up ofpractical solutions and all feature key principles,ideas and tools which protected-area managers andstaff can use to ensure that tourism works for their8area and their local communities - for example bydeveloping a tourism strategy (chapter 2), working inpartnership with others (chapter 3), offering the rightattractions for visitors (chapter 4), communicatingclearly (chapter 5) and making the most of incomegenerating opportunities (chapter 6).Not every detail will be found in this manual. It aimsto provide a practical and workable frameworkfor the relevant topics. Each chapter ends with anoverview of background documents that will provideyou with more detail about the discussed topics. Thelibrary of background documents can be found atwww.eceat-projects.org/tourism-manualPractical, profitable, protected A starter guide to developing sustainable tourism in protected areas

1 The conceptWhy tourism?Overview Developing tourism has not always been a natural objective for protectedareas but well-managed tourism can bring many advantages. Tourism is part of our wayof life with people wanting healthy, outdoor recreational activities. Protected areas offerspace and beautiful scenery for these activities. Working with businesses and localcommunities it is possible to achieve a balanced and sustainable approach. This chapterdiscusses some background issues and the links between tourism and sustainabledevelopment, as well initiatives to support sustainable tourism.The main objective of protected areas isconserving nature and landscapes. In addition,many protected areas have a further task oftourism development and management: providingaccess for visitors and helping people experience,learn and enjoy what the protected area has tooffer. Also by working in partnership with the localhost community this kind of work helps createconditions for trust and prosperity.Balancing these three roles - conserving naturaland cultural heritage, providing opportunities forrecreation, access and information to visitors andworking positively with the local host community is a management challenge. If that balance isachieved, we talk about sustainable tourism.This chapter discusses some background issues suchas: what will tourism bring to protected areas andwhat are the conditions for venturing into tourismdevelopment? It also discusses the links betweentourism and sustainable development, as well as pastand current achievements and initiatives to supportsustainable tourism in (European) protected areas.The benefits and conditions fortourism in protected areas1.1What will tourism bring toprotected areas?Developing tourism has not always been a naturalobjective for protected areas. Especially in CentralEurope and the former Soviet Union protected areaswere predominantly seen as “scientific reserves”(zapovedniks) where any human interferenceshould be avoided. As those reserves were centrallymanaged by academic bodies, hardly any integrationwith the local communities took place. Other parkssuch as the Slītere protected area in Latvia were partof military (border) zones and for that reasonvirtually inaccessible.The rather low level of visitor access and facilitydevelopment has kept many of these parksrelatively unspoilt. However, today many of themare confronted with a lack of public support andconsequently state funding. Tourism developmentMake a natural link: tourism and conservation flourish when brought together in theright way - an electric boat-based guided nature trail in the Broads National Park, UKPractical, profitable, protected A starter guide to developing sustainable tourism in protected areas9

can be a solution to regain public and governmentsupport. These areas are now in a perfect positionto learn from best-practice examples of moredeveloped European protected areas.can be improved, such as the development andmaintenance of roads, internet services, publictransport, health care and other traditionallypoorly-developed services in rural areas. Employment opportunities: Through improvedincome and living standards, younger generationsare encouraged to make a living in ruralcommunities, avoiding depopulation ofthese areas. Local identity: Through the interest andappreciation by visitors of the local culture, it iseasier to sustain traditions and social values. Better relationships and trust among localpartners and stakeholders: Working together ontourism development creates better understandingbetween involved organisations, businesses andindividuals. This, in turn, can help to empowercommunities to strengthen civil society as well asto feel a greater sense of ownership and pride intheir local areas.Without visitors, no tourismGrow support: provide ways to experience nature sofuture generations will value itThe benefitsWell-managed tourism can bring many advantagesto protected areas, visitors, local communities andwider society. It can help provide: Political and financial support: Well-informedand enthusiastic visitors are more likely to expresspublic support for protected areas. This will,through democratic processes, increase the area’sprofile leading to better funding opportunities,stronger protection and strengthening of acountries protected-area system. Income for protecting nature: After havingexperienced nature tourism activities, such ashiking, cycling and kayaking, the visitors areoften very willing to make a donation for theprotection of the environment they have enjoyed.This so-called “visitor payback” can be a valuablelong-term source of income. Local economic opportunities: Tourism directlycontributes to local economic developmentthrough tourist services such as accommodation,local food and drink, and their supply chain suchas local producers of food and beverages. Better infrastructure: Through increasedeconomic activities from tourism, public services10Although tourism can provide many benefits, itssuccess will, in the end, depend on whether yourpark and destination is able to attract sufficientamounts of visitors to the area. Therefore, beforestarting to invest in tourism development, it would begood to look at the following questions: Can I be visited? Is my area accessible for visitors(with relatively low investment)? Where are my potential visitors? Are my potentialvisitor source markets within easy reach. Is thetravel time and cost worth the effort? Who are my potential visitors? What are theylooking for and is my park able to offer this? Am I the best? Do I have a competitive advantage(“Unique Selling Points”) compared to other areasin my country or region? Can I deliver? Are my staff and the localpopulation ready to deliver quality services andexperiences?In order to assess these “conditions” for successfultourism development, an assessment of resources,current and potential markets and competitors isessential. It is strongly advised to involve tourismmarket experts before starting any planning orinvestments. Many initiatives have failed becausevisitor numbers never reached the desired levels. Toooften public resources have been spent unwiselyin the desire to create local support for natureprotection by tourism development.Practical, profitable, protected A starter guide to developing sustainable tourism in protected areas

Mass tourism is not new: crowds flocking to the summit of Mount Brocken- now part of Harz National Park, Germany - in 1875 (artist: Hermann Lüders)1.2Sustainability principlesHow are tourism and sustainabledevelopment linked?Since the 1992 Global UN Rio de Janeiro Conferenceon sustainable development, sustainability hasbeen widely accepted as the basis for planning andmanaging the way we live now and in the future.This was not always the case and in this sectionwe examine how tourism and its managementhave developed into the 21st Century and howfrom negative experiences a more balanced way ofdeveloping tourism has emerged.Booming tourismIt was about 200 years ago that individuals whotravelled for pleasure or curiosity were first definedas “tourists” but the origins of tourism go back muchfurther. People have always had the desire to explore,to travel and to experience other cultures. In earlytimes, ancient Greeks and Romans undertook travelfor health and pleasure and today the intent andexperience are similar.Today, tourism is very much part of the Europeanway of life, with people increasingly seeking healthy,1outdoor recreational activities. This has becomepossible because of more holidays and a rise in theaverage income levels. Protected areas offer spaceand beautiful scenery to carry out these activities,resulting in more and more people drawn to them.Tourism is booming business. It produces almost5% of the world’s economic turnover, employsaround 200 million people globally and is the fastestgrowing industry. Tourism is also one of the maineconomic drivers of Europe’s rural economies;directly and indirectly it accounts for around 10% ofEuropean GDP and 20 million jobs1. Between 2000and 2010 European countries recorded over 440million annual international visitor arrivals. On top ofthis, an even greater amount of tourism activity canbe added in the form of own-country (domestic)tourists and people on day trips.Pressure on resourcesFor many (rural) regions, tourism provides animportant source of income and contributes tosocial and economic development. Tourism alsosupports intercultural understanding and can fosterwider economic investment and development byimproving the general image and recognition of acountry or destination.Source: Report on Europe, the world’s No 1 tourist destination – a new political framework for tourism in Europe (Fidanza 2010)Practical, profitable, protected A starter guide to developing sustainable tourism in protected areas11

Protected landscapes are places where people andnature meet.cultural integrity, essential ecological processes,biological diversity and life-support systems.”.but they are also visitor "hotspots" that must becarefully managedTourism, however, can also have a negative impact.It can put socio-cultural and environmental pressureon tourist destinations. Profits may be realised in theshort term but how durable are the destinations inthe long run? If nature or landscapes are damagedthe tourist attraction can lose out.Poorly planned growth of tourism has in the pastoften brought problems rather than benefits toprotected areas. Too many visitors in the wrongplace at the wrong time can cause erosion, disturbwildlife, create excessive noise and increased airand water pollution. They can affect the ways of lifefor local communities through traffic congestion,limitation of access, construction of newinfrastructure or increased prices and speculation forland and real estate. This may cause angerand conflicts.Sustainable Tourism: the UN-WTO definitionIn reaction to the negative impacts of tourism, theconcept of “sustainable tourism” was developed.Sustainable Tourism was defined by the UN WorldTourism Organisation (UN-WTO) in 1988 as follows:“Sustainable tourism meets the needs of presenttourists and host regions while protectingand enhancing opportunity for the future. Itis envisaged as leading to management of allresources in such a way that economic, social andaesthetic needs can be fulfilled while maintaining12This definition means that it is acceptable todevelop tourism and to benefit from it financially.Nevertheless, we should make sure that this willstill be the case for future generations. If the naturalenvironment and local culture in tourist destinationsare damaged they will lose the elements of theiroriginal attraction.The 3 Ps: People, Planet and ProfitWhen we talk about “sustainable” activities, it usuallymeans that we can do the activity in the same orsimilar way for the indefinite future (i.e. sustainable intime) in three main aspects: “People” stands for the socio-cultural sustainability of the local population. For example, thedevelopment does not harm and tries to revitalisethe social situation and culture of the localcommunities. “Planet” concerns the sustainability of theenvironment: flora, fauna, water, soil and climate.For example, to inflict minimal damage or evenbring about improvement to the destinationthrough proper protection and conservation. “Profit” is about the economic sustainability. Forexample, to do business in a responsible mannerwhich also contributes, over the longer term, tothe economic well-being of the local communitynow and in the future.The so-called “triple bottom line” means thatwe take into account in our activities these threeaspects. It means running a business, an organisationor a government in such a way that it does notdestroy the resources – natural, cultural or economic– on which it depends. In fact, a business that isrun in this way can enhance all three aspects andcontinue to operate profitably, while benefiting itssurrounding natural areas and communities.Practical, profitable, protected A starter guide to developing sustainable tourism in protected areas

“Ecotourism”, on the other hand, is a “type” ofsustainable tourism for which the United NationsWorld Tourism Organisation (UN-WTO) set up aclear definition within their 2002 Ecotourism Year.Ecotourism is sustainable tourism in (protected)nature areas. It should include visitor interpretationand should involve or benefit local communities.Frequently “ecotourism” is confused with “sustainabletourism” and also often mixed up with “naturetourism” which involves visiting natural areas butwhich is not necessarily sustainable.Authenticity means profit: sustainable tourism traders inScarpe Escaut Regional Nature Park, FranceSustainable tourism versus EcotourismIt is important to understand that sustainable tourismis not a “type” of tourism or a “niche” market, asis often believed, but rather a way of organisingany type of tourism development. It is a (moral)obligation undertaken by all tourism stakeholderstowards each other, their local community and tofuture generations.Twelve aims for sustainable tourismTo detail further the sustainability concept for thetourism sector the UN-WTO and United NationsEnvironment Programme (UNEP) identified in2005 twelve aims for sustainable tourism (see box).Based on these aims UNEP and the UN-WTO, inpartnership with leading NGOs and travel industryassociations, have defined 37 detailed measurablecriteria for sustainable tourism elve aims for sustainable tourism1. Economic viability: to ensure the viability andcompetitiveness of tourism enterprises so thatthey are able to continue to prosper and deliverbenefits in the long term.2. Local prosperity: to maximise the contributionof tourism to the prosperity of the hostdestination, including the proportion of visitorspending that is retained locally.3. Employment quality: to strengthen the numberand quality of local jobs created and supportedby tourism, including the level of pay, conditionsof service and availability to all withoutdiscrimination by gender, race, disability or inother ways.4. Social equity: to seek a widespread distributionof economic and social benefits from tourismthroughout the recipient community, includingimproving opportunities, income and servicesavailable to the poor.5. Visitor fulfilment: to provide a safe, satisfyingand fulfilling experience for visitors, availableto all without discrimination by gender, race,disability or in other ways.6. Local control: to engage and empowerlocal communities in planning and decisiontaking about the management and futuredevelopment of tourism in their area, inconsultation with other stakeholders.7. Community well-being: to maintainand strengthen the quality of life in localcommunities, including social structures andaccess to resources, amenities and life-supportsystems, avoiding any form of social degradationor exploitation.8. Cultural richness: to respect and enhance thehistoric heritage, authentic culture, traditionsand distinctiveness of host communities.9. Physical integrity: to maintain and enhance thequality of landscapes, both urban and rural, andavoid the physical and visual degradation of theenvironment.10. Biological diversity: to support theconservation of natural areas, habitats andwildlife, and minimise damage to them.11. Resource efficiency: to minimise the use ofscarce and non-renewable resources in thedevelopment and operation of tourism facilitiesand services.12. Environmental purity: to minimise the pollutionof air, water and land and the generation ofwaste by tourism enterprises and visitors.Source: Making Tourism More Sustainable: A Guide forPolicy Makers (UNEP/UNWTO, 2005)Practical, profitable, protected A starter guide to developing sustainable tourism in protected areas13

Information and interpretation such as trails are part of one of five "key instruments" tobuild sustainable tourism, seen here in Breña y Marismas del Barbate Nature Park, SpainSustainable Tourism InstrumentsTo help stakeholders reach the twelve aimsand 37 criteria, the UNEP/UN-WTO defines fivecomplementary policy instruments in order to maketourism more sustainable (see box). They are allrelevant for protected-area management and arediscussed in detail within this manual.Focusing on one policy aim or criterion alone, orusing one instrument, is often not sufficient. In orderto be successful an integrated strategy is needed,supported by protected areas, governments, tourismenterprises and NGOs, creating synergies betweenthe different tools and instruments (see chapters2 and 3).Five instruments to make tourismmore sustainable1. Measurement instrumentsThese can be used in measuring tourismimpact and keeping track of existing or potentialchanges: Sustainability indicators and monitoring(e.g. visitor monitoring – see

Practical, profitable, protected A starter guide to developing sustainable tourism in protected areas 3 This book is a practical manual on how to develop and manage tourism in protected areas. It is for all those responsible for the management of protected areas as tourism destinations. These include not only protected-area managers but also local

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