Sustainable Tourism

The global tourism industry is worth some US$6 trillion today, and shows no signs of retreat. Canada remains an ever popular destination and continues to attract visitors with its vast natural and cultural heritage and high quality amenities. Tourism is a key economic sector for Canada, but as the pace and intensity of tourism increases, questions begin to surface on the sustainability of these activities. Travelers, tourist businesses and the communities in which they operate are looking for assurances that resources, both social and natural, are not eroding under this constant pressure. However, there is often no clear knowledge of where the limits are, what the impacts will be or how to reduce activities that are detrimental to the local environment and economy.

These issues are often brought up in the context of ecotourism and nature tourism. Newfoundland and Labrador is finding greater recognition as an ecotourism destination in particular, given its distinctive environmental, archaeological and cultural resources. Indeed, a number of countries, provinces and other levels of government have developed, encouraged and supported ecotourism strategies that preserve local cultures and ecological assets. Yet many entrepreneurs and communities fail in their attempts to develop ecotourism, for the want of good guidance and supporting knowledge. There is considerable opportunity to build capacity and develop policy that supports the ecotourism industry, including its financial sustainability, while protecting the resources on which the industry depends. With world-class heritage and ecological sites, supporting educational institutions, and a strong tourism industry base, the west coast of Newfoundland and Labrador has all of the elements in place to build a reputation as a national leader in the study and practice of ecotourism.

While the underlying principles of ecotourism are firmly rooted in a sustainable triple bottom line, it is imperative to bring the rest of the tourism industry in line with the same approach. Sustainability is not a niche to be filled by a sub-sector of the industry – it is an imperative if the industry as a whole is to grow and thrive in Canada, and abroad. The challenge, then, is to explore how the priorities summarized in eco-tourism can be applied to all forms of tourism. The pillar of sustainable tourism will bring the knowledge, tools, and policies to help businesses preserve and enhance existing resources, and minimize cost and risk. An explicit focus on sustainable tourism will give the province a strong marketing niche, clearly distinguishing it from other regions in the country, and indeed internationally.

Industry stakeholders in Western Newfoundland and across the province recognize the value in developing expertise in sustainable tourism. A general sentiment is shared throughout the sector that the province is on the cusp of significant tourism development. This particular advantage provides an opportunity for a young industry to grow and learn from mistakes and successes of other regions. The CEE has a critical role to play in bringing industry, academic research, technical development, applied training and government partners to help Newfoundland and Labrador develop a strong sustainable tourism industry.