Keep it Simple: Why Little Things are Actually Huge

Lima, Peru, 4 April 2008 - The most sophisticated economies are looking back to the basics. Tourism has long been recognized as a good source of revenue. But now - in a time when returns are greater than ever - the need for a more inclusive and comprehensive approach is critical.

"Tourism goes through stages," offers Ian Kean, Executive Director of the APEC International Center for Sustainable Development (AICST). "At first, it's about economic development - tourism brings jobs. Then it elicits a lifestyle change." Communities, he says, enjoy the benefits of tourism dollars as well as an increase in leisure facilities.

"But, once lives have improved, people begin to look outward and ask more complex questions: what about the environment, for example? It's a sort of evolution."

This phenomenon can be seen throughout the APEC region. Member economies have found that often the most popular tourist attractions are the same aspects that define and enhance the lives of local communities. They are also the same aspects that stand to be destroyed unless policies are in place to protect and preserve them.

Roy Salter, General Manager of New Zealand's Ministry of Tourism agrees: "Twenty years ago, the question was: how many international tourists can we manage and how many can we get? Today, the question is more complex. Research on our visitor attitudes indicates that they are concerned with their environmental footprints."

Tourism accounts for 10 percent of New Zealand's economy and 19 percent of total export earning. But, aside from impressive figures, tourism has been a way to revisit environmental issues, address social disparities and to enhance appreciation of indigenous culture.

Natural endowments are an obvious draw. As an example, the Fiordland National Park alone generates 1600 jobs in order to accommodate visitors. While one might think that high traffic could serve as a threat to the park, it is the wealth of tourists which actually serves to ensure that it is protected.

In fact, according to the AICST, "National parks protected by both government and the tourist industry are actually better managed than those protected by governments alone." Spaces that remain in their most natural states quickly succumb to weeds, insects and wild animals. On the other hand, if they are managed by the private sector, they can be maintained. Regulation actually decreases damage and pollution and increases appreciation and community pride.

Similarly, says Salter, opportunities to preserve culture have been sought out as part of New Zealand's strategic approach to the tourism industry. New Zealand has embraced Maori principles of Kaitiakitanga and Manaakitanga. "Kaitiakitanga is the principle of guardian ship, which we apply to our natural and cultural resources. Manaakitanga is the obligation to provide and to share - to be hospitable hosts."

To this end, the will to preserve indigenous culture is easily compatible with tourists' desire to discover and enjoy authentic travel experiences.

At Kaikoura, on the east coast of New Zealand's South Island, visitors can enjoy a host of eco-tourism activities including whale-watching, dolphin swims and treks among often snow-capped mountains. The settlement is also home to many local craftspeople and provides many opportunities for communities to share aspect of art, history and culture with their guests. With an approximate one million arrivals each year - many of whom stay overnight - this is an excellent example of how the benefits of tourism is a vehicle through which economic, social and environmental benefits may be enjoyed.

Social responsibility, insists Kean, is not a sort of add-on or good deed. "People expect it and even demand it now. Business directors have a responsibility and they don?t want to be associated with companies that don't act responsibly."