Tourism

countries). As the tourism industry is dominated by SMEs, it is also essential to facilitate their access to industry-oriented decision-support tools, information, knowledge as well as to capital. Partnership approaches to lower the costs and risks of funding sustainable tourism investment and in kind support to SMEs should be considered so as to facilitate the shift toward green tourism activities.

The design and implementation of a sustainable tourism enabling environment should be based on a sound formal and well-documented analysis. Policymakers should set baselines and measurable targets with regard to short-, medium-, and long-term results of sustainable tourism promotion and marketing. It is important to note that the success of tourism destinations should be evaluated not only in terms of arrivals but also in terms of broader economic, social and environmental drivers, as well as its impacts. Sustainable tourism policymaking should be based on sound quantitative analysis. Valuation exercises (such as choice experiments) can help identify opportunities for sustainable tourism development from the demand side. Tools such as input-output and general equilibrium models, business surveys, and the Tourism Satellite Accounts (TSA) can support policy design and business strategy. The adoption of international standards and criteria (e.g. GSTC) at a global scale is highly recommended in order to assess comparable results and unify an understanding on the practical aspects of sustainable tourism enabling prioritising of private sector investments. Further, increased adoption

of management standards for environmental and labour performance23

would greatly assist tourism operators

in strengthening their internal management capacity to reduce environmental impacts and protect their workers, and enhance capacity to relate to community stakeholders.

The effects of tourism can vary dramatically between destinations. More quantitative studies are necessary to clearly understand the reasons for such variations, to expand the evidence base at a national and sub- national level on tourism and local employment, procurement through local supply chains, poverty reduction, environmental benefits, and other relevant areas. Domestic tourism (in many countries the most important source of tourism income) should be further analysed. Business performance and the determinants of higher Return on Investment (ROI) on green investments are key variables to study.

This chapter analyses the main variables that influence tourism development and aims to demonstrate that concerted greener policies can steer the growth of the sector toward a more sustainable path, generating economic benefits, while strengthening its social and environmental context. Its findings and recommendations are addressed to all tourism stakeholders.

23. These include the ISO 14000 series for environmental management, ISO 26000 series for social responsibility management and S.A. 8000 series for working conditions.

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