Success Stories/General Articles/Commentary

Rotorua Sustainable Tourism Charter members are always implementing new and innovative sustainable business practices.  Check back here regularly to learn about the contributions Charter member businesses are making towards sustainability. Here you will also find general articles and commentary relating to sustainability and the Charter.

Interest In Sustainable Tourism Increasing

Mar 2, 2012

Results from Tourism New Zealand’s Visitor Experience Monitor (VEM) show that the level of interest in sustainable tourism services is increasing. The latest VEM shows that eight per cent of visitors would always choose an environmentally friendly activity if they could, and 89 per cent would choose an environmentally friendly option depending on price, convenience or features. When it comes to accommodation, six per cent would always choose an environmentally friendly accommodation provider and 91 per cent would choose an environmentally friendly option depending on price, convenience or features. The VEM also asked questions relating to the environmental obligations international visitors felt New Zealand tourism operators had. Most visitors said they expected tourism operators to be taking action to reduce their impact on the environment.

Rotorua Sustainable Charter sustainability assessor Eldad Collins says the EVM results come as no surprise to members of the Rotorua Sustainable Tourism Charter who recognise the economic risk from ignoring these trends. He believes the key risk is an insidious loss of market share as visitors make choices around the environmental performance of businesses they are willing to support. Being an iconic ‘must-see’ attraction will only insulate a business from this trend for so long before visitors weighing their options decide environmental impacts negate the ‘must see’ factor. “I have no doubt that members of the Charter are well positioned to maintain and grow market share as both domestic and international visitors continue to choose sustainable businesses” says Collins.

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