Mixing Travel, Business & Philanthropy

Presentation by Mike Robbinswww.tourismco.com

Presentation Conclusions• The Canadian tourism industry needs to

begin to ‘walk the talk’ re sustainability & ecotourism

• We need to respect TEK & cultural values• Aboriginal cultural ecotourism presents

significant opportunity & we all have a responsibility to assist in development of this sector

• Leverage through aligning travel, business & philanthropy based on values

Driven by Values

• Respect• Equality• Ecological awareness• Cultural heritage• Helping others• Personal challenge

The Issues• The world expects Canada to be a leader in

sustainable tourism - but we are not• Aboriginal population is 4% of total - 48% of

Aboriginal population is under 24 yrs compared to 31% in rest of population

• 46% of population still outside urban areas - limited economic opportunity in these areas

• How does a consumer know if they are buying an authentic Aboriginal experience/product?

• How does an operator know if they have achieved ecotourism?

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The Opportunities• Protection of mother earth & connection of all living

things is part of Aboriginal values & spirituality• Tourism offers significant economic opportunity - out

on land, cultural learning/sharing, employment for all ages, pride - authentic to Canada

• Traditional ecological knowledge is a major asset for sustainable development

• Cultural ecotourism is a natural fit• Increasing awareness & obligation to fight climate

change - decrease footprint

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Experiences Across Canada & Lessons Learned

• In Nunavut helping to plan community-based tourism

• In Labrador Innu communities helping to launch a vision for cultural learning & tourism

• Along the Great Lakes Heritage Coastcreating new models for resource stewardship & ecotourism

• In the Great Bear Rainforest linking sustainable tourism with conservation

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Nunavut - Need & opportunity to mentor, develop & promote aboriginal cultural tourism

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Great Lakes Heritage Coast - Recognizing & involving TEK in resource management

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Kamestastin Cultural Ecolodge - Need & opportunity to protect & preserve Innu culture,

traditions, & special places

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Great Bear Rainforest & Taku - Engaging Aboriginal communities in using tourism as a

conservation tool

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Models from other Countries

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Models from other Countries

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Australia - ‘Respect our Culture’ in association with NEAP

• ROC is a certification program for authentic Aboriginal tourism products

• Formerly run through Aboriginal Tourism Australia ATA

• ATA closed in July• ROC moving to Ecotourism Australia - ROC

will be issued with linkages to eco-certification - NEAP

New Zealand - Qualmark & Maori tourism

• Maori tourism is fundamental component of tourism sector

• Two Maori principles are central to new 2015 strategy– Katiakitanga - guardianship– Manaakitanga - sharing

• Qualmark is national quality assurance program - partnership between Tourism NZ and NZ AA - adding environmental component

Travelers Philanthropy

• Growth in social investing - not content to assume a donation will be put to good use -want to see a link between the gift & social or environmental benefits

• Planned & strategic giving based on values• 85% of Cdns gave to charity in 04 - only 2%

to environment• 85% (21 m) of Cdns & 79% (176 m) of US

took at least one overnight trip in 04/05

The BIG Opportunity

• Combine travel with philanthropy• Combine business with philanthropy• Combine traditional ecological knowledge

with modern conservation science• Map & protect cultural values in TT• Combine Aboriginal cultural ecotourism with

environmental & social giving opportunities