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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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