Sustainable Tourism Certification in Biosphere Reserves - Presentation given at the Global Eco Conference, Noosa, Queensland, Australia. November 2013

1. A case study of
Sustainable tourism certification within a Biosphere Reserve
Cathie Withyman

2. Cathie Withyman

3. Biosphere Reserves – Testing sites for sustainable development

4. Master of Business - Research
Sustainable tourism
Certification as a tool
to develop and promote the
sustainability
of the tourism industry
operating within
Biosphere Reserves

5. Certification – More than a marketing tool
• What - Sustainable tourism certification in Biosphere
Reserve
• How –
• What are Biosphere Reserves?
• Noosa Biosphere Reserve
• Changing Marketplace
• Certification as a sustainability tool
• Operator Involvement
• Clusters and Networks
• Sustainable Destination = Marketing & Promotion

6. Biosphere Reserves –
Learning sites for sustainable development
Environment
Humans
Harmonious
balance
between
humans
& the
environment

7. Noosa achieved Biosphere
status in September 2007
The Noosa Biosphere
area is based on the
local government
boundary of the
former Noosa Shire,
and the adjacent
coastal waters to 3
kilometres offshore.
The Noosa Biosphere
one of 14 in Australia.
Worldwide there is
621 across 117
countries.
Intended to be a testing
grounds for actions /
experimentation
through the concept of
‘learning laboratories’.

8. VISION: Promoting harmony between people and nature
through education, conservation and sustainable activities
• Tourism is Noosa’s biggest
economic contributor
• 1.8 million visitors
• Nearly $900 million
• 8,000 full time jobs
• Employing 14,000 people
• Rich biodiversity
• Scenic natural
environment
• Involved Local Community
• Relaxed Atmosphere
• Beautiful beaches
• Cosmopolitan village
atmosphere (Tourism Noosa, 2013)

9. Changing Tourism Industry
Best
Practice
Improve
Sustainability
Changing
Marketplace
?
Meet
Consumer
Expectations
Continuous
Improvement

10. What is Certification
Mechanism for ensuring that an activity or tourism
product meets certain standards
Useful tool for businesses to plan,
implement and validate their
sustainability efforts and achievements
Certification is not the end product
It is a tool to motivate businesses to improve
performance across the areas of:
• Environmental
Educational component of going
• Social
through the process that is of value
• Economic

11. Which Certification Program?
Globally: 113 certification
programs focused on eco or
sustainable tourism
certification
GSTC Recognised:
Globally: 13 programs
Australia: 2 programs

12. Which Certification Program?
Quality Standard
Sustainable or Eco
Certification goes beyond
service quality
It includes:
• Environmental
Responsibility
• Social & Cultural
Responsibility
• Economic and corporate
responsibility

13. Global Average: Less than 1% tourism businesses have
certification
Noosa Biosphere Reserve:
• 10 products – Eco Certification
(5 Businesses)
• 1 Business – Earth Check
• 1 Business – Gumnut Award
• 1 Business – ATAP
• 21 businesses - EcoBiz
5.8% of businesses with
some form of certification

14. Moving Forward in Noosa Biosphere Reserve
Industry need to understand the VALUE of greening tourism
Noosa Biosphere Reserve Ltd Research Project – Opportunities for developing a
sustainable tourism industry within Noosa Biosphere Reserve
Key findings:
• Enhance the Biosphere concept and brand by involving the tourism industry
• Operators want to improve sustainability – Need more education & support
• Operators want more information about certification
• Encourage certification by showcasing the certified products – Lead by example
Australia’s Nature Coast
• Potential to endorse current certification programs - Biosphere Endorsed Logo
• Opportunity to develop a localised Biosphere Certification program that reflects the
unique characteristics, values and vision of the Noosa Biosphere Community.

15. Need to understand the VALUE of greening tourism
• Further Research exploring the motivators, barriers,
experiences and perceptions of certification from the
operators perspective
Improved Understanding of the process
Support and
encouragement
Education and
information
Commitment
and Benefit
Networks and Clusters for knowledge sharing & support

16. Conclusion
More than a Marketing Tool……
Tourism
business
Tourism
business
Networks
Clusters
Noosa
Biosphere
Tourism
business
Certification
Industry
Sustainability
Sustainable
Tourism
Destination

17. Thought to take away……
“When people can see a vision and simultaneously
recognise what can be done step by step in a
concrete way to achieve it, they will begin to feel
encouragement and enthusiasm instead of fright".
Erich Fromm, To Have or To Be?