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Ethical and Green Credentials in Travel - July 2016

“The attainment of green and ethical credentials in tourism has evolved, from what was once largely an expression of ethical choice – with the added bonus of an extra marketing fillip – to what is for many now virtually an operational and market necessity.”
- Jessica Kelly, Senior Tourism Analyst

This report answers the following key questions:

  • What is the background of green and ethical credentials in tourism, and who are some of the key players in this market?
  • What effects does the systematic application of green and ethical credentials exert onto tourism macro-economies?
  • What are the key market-shaping factors of green and ethical credentials in tourism?
  • What is the future for green and ethical credential systems in tourism?

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Table of contents

  1. Introduction

    • Data Sources

      • Overview

        • Background
          • Definitions
            • Ethical tourism
              • Ethical and green tourism credentials
                • Green tourism
                  • Greenwashing
                    • Sustainable tourism accreditation
                      • The Global Sustainable Tourism Council
                        • Sustainable tourism certification
                          • GreenLeaders
                            • Green Globe
                              • Green Tourism
                                • Travelife
                                • Economics of Green and Ethically Certified Tourism

                                    • The global context
                                      • Cyprus
                                        • Visitor arrivals
                                          • Figure 1: Tourist arrivals to Cyprus, total & top 20 source markets, 2006-17
                                        • Source market dependence
                                          • Figure 2: Selected stay characteristics of international tourists to Cyprus, 2006-17
                                        • Revenue
                                          • Figure 3: Revenue from tourism, by month, 2006-17
                                        • Seasonality
                                          • Figure 4: Tourist arrivals, by month, to Cyprus, 2006-17
                                        • New Zealand
                                          • Visitor arrivals
                                            • Figure 5: Visitor arrivals to New Zealand, by month, 2006-17
                                          • Key markets
                                            • Managing capacity
                                              • The crucial Chinese market
                                                • Visitor type
                                                  • Figure 6: International visitors to New Zealand, by holiday type, 2006-17
                                                • Tourism expenditure
                                                  • Figure 7: Tourism expenditure, New Zealand, 2006-17
                                                • South Africa
                                                  • International arrivals
                                                    • Figure 8: Foreign & tourist arrivals to South Africa, 2006-17
                                                  • Declines from long-haul markets
                                                    • Declines from near neighbour markets
                                                      • Progress in the right direction
                                                        • Expenditure
                                                          • Figure 9: Foreign tourism expenditure in South Africa, land & air markets, 2006-17
                                                      • Market Strategisation

                                                          • The rationale
                                                            • Industry insight: Expectations of green and ethical tourism certification
                                                              • Commentary: Ewald Biemens
                                                                • Commentary: Martha Honey
                                                                  • Commentary: Nikki White
                                                                    • Commentary: Dr Xavier Font
                                                                      • Marketing to the ethical consumer
                                                                        • Authenticity
                                                                          • Ownership or being a part of it
                                                                            • The experiential aspect
                                                                              • The authenticity, ethical consumer and experientialism relationship
                                                                                • Conveying the sustainability message
                                                                                  • Figure 10: Selected attitudes towards corporate ethics, May 2015
                                                                                • Fading faith in brands
                                                                                  • Cohort characteristics and attitudes towards brands
                                                                                    • Figure 11: Selected attitudes towards corporate ethics, by generations, May 2015
                                                                                  • Case study: VisitBritain
                                                                                    • GREAT Britain campaign aims and success
                                                                                      • #OMGB
                                                                                        • Industry insight: VisitBritain and VisitInvernessLochNess
                                                                                        • What Next?

                                                                                            • 2017 International Year of Sustainable Tourism for Development
                                                                                              • COP21 outcomes
                                                                                                • Ethical marques from other sectors enter into tourism
                                                                                                  • Cafédirect partners with Sumak Travel
                                                                                                    • Greater repercussions for greenwashing
                                                                                                      • The consumer demand conundrum
                                                                                                        • Branded certification
                                                                                                          • Capturing the public’s interest
                                                                                                            • More visibility
                                                                                                              • More talkative, more personal
                                                                                                                • Driving more traffic
                                                                                                                  • Eliminating or minimising the consumer-demand element
                                                                                                                    • Taking ownership of the ethical credentials creation process
                                                                                                                      • The external large-scale operators model
                                                                                                                        • The internal small-scale operators model
                                                                                                                          • Latitude Hotels Group
                                                                                                                            • The Reading Rooms, Margate, UK

                                                                                                                            Ethical and Green Credentials in Travel - July 2016

                                                                                                                            US $377.39 (Excl.Tax)