Culture of civic awareness

"Building a culture of civic awareness as the basis for sustainable development for tourism - particular reference to the islands of the Mediterranean"

This is an extract from the paper presented by Julian C. Zarb at the WTO Ulysses Conference in Madrid in 2005

The Mediterranean region has 46,000 kms of coastline.1 In fact, the southern European and Mediterranean region could be considered the most popular destination, achieving almost 147.6 million tourist arrivals in 2003 (21.4 per cent of global share); 2projections on the other hand have shown that by 2025 this figure could more than double and reach 325 million.

In July 2002, 25 tour operators agreed to form a global network3 that was committed to sustainability. The supplement to the "Sustainability Reporting Guidelines" drawn up by the Tour Operators' for Sustainability Development (TOI) included some 57 performance indicators grouped thus:

• Product management and development: Included actions related to destination choice and type of services included.

• Internal management that focuses on the method of promotion and the socio-environmental policies implemented in the operation.

• Supply chain management that includes action related to the selection, contracting and improvement of the serviced providers.

• Customer relations, including actions focused on delivering sustainable services to clients, as well as creating awareness with clients about sustainability.

• Co-operation with destinations to reduce the negative impact of tour packages on destinations, as well as engagement in philanthropic activities within the destination itself.

Since the TOI is an open dialogue that is not based on specific criteria, it seeks to promote eco-friendly measures in all destinations that benefit the local resident in a more holistic and inclusive manner.

A number of NGOs, such as Tourism Concern and the World Wild Life Fund, are campaigning against the negative impacts of tourism in the Mediterranean region. Forecasts predict that by the year 2020 the number of tourists to the region will increase from 220 million to 350 million, although this figure also represents a loss in relation to international destinations.

Currently, mass tourism is one of the main causes behind ecological loss in the region. Mediterranean coastal areas, which receive 30 per cent of international tourist arrivals, are already seriously damaged. Some locations which were once pristine are now beyond repair.

I have listed a number of issues that I consider priorities in developing sustainable tourism based on the close synergies between three sectors - public, private and residential.

Given that in most destinations, particularly, the islands of the Mediterranean, the tourism activity is very closely interwoven with the everyday lifestyle of the local resident - a fact which has been acknowledged and accepted by the TOI Group - there is scope to develop further studies and projects that will create not only inclusiveness among the whole population but also broaden the product base offered to the visitor, thus making the experience more interesting and "worthwhile arriving there"; to achieve this situation we should consider the following issues seriously:

• Promote the concept of change from the grass roots, from civic society and local community - avoid the strategy of imposition from above through central Government.

• Dialogue or fora should be conducted in close synergy between the tripartite groups - Government, the private sector and local community. There needs to be complete trust and transparency by all stakeholders.

• Avoid an overstretching of resources and sustainable use of transport to and within the island. Islands are ideal destinations for walking or cycling.

• Match tourist arrivals by air or sea to a sustainable carrying capacity report which is reviewed periodically.

• There should be a holistic view of tourism development by all NGOs, local councils, industry and tourism authorities to ensure a single policy and focus.

The message that tourism needs to project needs to be an inclusive one that delivers benefits - both socially as well as economically to all local residents. There seems to be a disjointed effort interspersed with a number of very plausible but isolated initiatives, such as the TOI ethics, which fail to leave the expected impact and effect on any of the tripartite stakeholders mentioned earlier.

The following quotation comes from a conference held in the latter years of the 20th century - perhaps it is time this policy was adopted as a priority objective by island states and island dependencies to safeguard our national and international heritage - traditions, culture and communities. It is based on a global respect for local development and progress:

"Tourism can be a viable option for small islands, but only if it is solidly based on the principles of sustainable development and especially if it has the economic and technical support of international organisations".

Julian C. Zarb, MBA, FHCIMA MTS Dip. Adult Training and Development, has worked in the hospitality sector for 25 years. Ten years ago he pioneered the idea for radio programmes specifically focused on creating an awareness on tourism and its relationship to other actzivities and civil society. Through journalism he also built a reputation for in-depth research about our industry.

In 2000 and 2003 he received an award for Tourism Journalism and has been an active member in three associations in Malta and Gozo for the past decade, as chairman of the Hotel and Catering International Management Association (HCIMA) Malta, vice-chairman of the Malta Cookery and Food Association, as well as founder president of the Malta Tourism Society.

Mr Zarb graduated with an MBA from the University of Malta in 1998 and is currently working in the public service. He is a firm believer in research and development (R&D) as well as continuous professional development that leads to innovation.

References

1. Salient features of tourism in the Mediterranean basin (WWF Journal, April 2000) p.3

2. Source: World Tourism Organisation - 2004

3. Tour Operators Initiative - Sustainability Reporting Guidelines for the Tour Operators' Sector