SUSTAINABLE TOURISM LABELLING
Why do we need a label for tourism activities in the Arctic?
Tourism is one of the largest industries in the world, and
it is moving millions of people each year. And as people
travel more, they become more demanding and experienced
in their choice of vacation and operator. At the same time,
more and more tourism businesses are trying to market their
products to the customers, who are overwhelmed by the options
they have. This is why in recent years, certifications and
labels have developed around the world: to certify the bearer
of a certain achievement, and to tell the customer about
it. This is also true for the tourism industry, and although
there are many labels in the market today, only few of them
are well-known and successful. Examples are the Australian
nature- and ecotourism certification, and increasingly also
the Swedish Nature’s Best.
WHAT IS A SUSTAINABLE ARCTIC TOURISM LABEL?
The SMART- project promotes the creation of an international,
arctic –specific label that will be common for the
whole region. It would have a common framework and comparable
criteria, yet allowing for national adaptations in each
participating country. Currently, there is no such label
available that would recognize the special features of the
Arctic regions.
The special traits of the natural environment, geography,
indigenous and northern cultures and economies that are
prominent for the region need to be taken into account in
a common sustainable tourism label.
The reasons for joining and possible benefits obtained
from an arctic-wide label can vary and different stakeholders
may have different interests, for example marketing/having
a better access to market, having more reliable business
operations and showing commitment to important issues such
as the community, environment, quality and safety.
The consumers’ interests are about quality in general
and how to find the quality tourism products. Conservation
organisations want to make sure that the environment is
not harmed through tourism, and that activities interpret
nature and support conservation efforts. Other benefits
can include better visibility and marketing of arctic tourism,
international networking and experience exchange with other
arctic operators as well as cost savings, e.g. through better
efficiency.
The companies also receive training opportunities that
help them on the path towards more sustainability. The SMART-
project has created a training package for trainers, who
will use it in working with companies in each region. Training
can be taken separately, but it also supports and prepares
businesses for the participation in the arctic tourism label.
With the help of the Swedish Ecotourism Society, the owner
of Nature’s Best, SMART - partners will discuss and
test the feasibility and interest for a Nature’s Best
-based label in their countries. The result of this consultation
and test period will determine the further steps. Important
marketing decisions such as name and logo for the label
will be discussed according to the results of the consultation
process.
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