Five years after the French ski industry began wholesale promotion of their environmental initiatives of its ski areas, and even longer after US ski resorts did the same, Austria’s travel industry have decided it’s about time they did, as they’ve actually been ‘the greenest’ the whole time. 

Austria is one of the world's best destinations for sustainable tourism, as recently recognised in the World Economic Forum's Travel & Tourism Competitiveness Report. 

“When it comes to the environment,” says Alfred Strigl, deputy director of the Austrian Institute for Sustainability, “Austrians are top of Europe and top of the world.” 

“Seventy per cent of our power comes from alternative energy,” he says. “And 60 per cent of all waste is recycled.  We are a recycling world master.  It’s been like this for ten years, and there’s not much more we can do to make it better.”

 “We have a broad traditional knowledge of natural topics that comes from a conservative way of life – the farmers, hunters and forest men – that has been handed down from generation to generation. We know how to read the
landscapes.  We know about the cycle of life, to listen to the wind and to pay attention to the seasons.” 

But when it comes to Responsible Tourism, Austria’s deep-rooted  environmental awareness has perhaps let the country down.   While other destinations have been quick to tell the world about their latest sustainable tourism initiatives, Austrians haven’t felt compelled to emphasise what has always been an inherent part of their lives.

I have often found this when researching ski resorts and reviewing initiatives and communications – there has often been a large mis-match.   US resorts are typically very good on the marketing and PR side and are very keen to communicate all their initiatives.   In Austria, you only really find out what is being done when you chat to people in resort – you will never find it on their website.   

But maybe that is the way it should be?  I question whether anyone wants to read about recycling percentages in a holiday destination.   After all, Responsible Tourism and more particularly Responsible Skiing is not  something separate to the main tourism activity, it is not an add-on nor a  different type of tourism.    They both describe the way all tourism and skiing should be run - all tourism should minimise negative impacts, all tourism should benefit local communities, all tourism should protect natural and cultural assets and all tourism should be rich, rewarding and memorable.

I believe we all need to reach the Austrian approach ultimately, where it is just embedded into the whole destination.   However, we are not there yet so, in the meantime, lets encourage those destinations who are managing resorts and tourism well to shout it from the treetops and let’s hope those lagging behind are compelled to catch up.
 
 
A Joint Declaration of Sustainable Development of Slovenia was signed by all key Slovenian tourist operators. This is a document on joint action and partnership covering 2012-2016 and is binding for all sectors of the tourist economy - public, private, and civil.

The declaration states that tourism will become one of the leading branches of Slovenian economy and shall significantly contribute to the attainment of the development objectives of Slovenia.

The purpose of the document is to:

1. Clearly define the importance of tourism for Slovenia
2. Identify all key sources for the attainment of better competitiveness of Slovenian  tourism
3. Define the stragic measures for competitive and sustainable Slovenian tourism
4. Form a partnership for sustainable development, by which the signators shall undertake that "tourism in 2016 in Slovenia will be entirely based on sustainable development and, as the most successful branch of the national economy, will significantly contribute to the social welfare and reputation of our country in the world."

Slovenia has a community based ski industry, with a wide range of activities that can really create a sustainable, distinctive offering.  It’s great news that Slovenia as a destination wants to embed Responsible Tourism and that it is being backed at the highest level.   There are many examples where tourism is caught between different departments or ministries in government with conflicting priorities.   

This agreement defines the importance of tourism to the Slovenian economy
and gives a framework and reference point for all future development.   I hope this succeeds and whole Slovenian ski industry becomes an example of Responsible Skiing.
 
 
As our energy costs continue to spiral, I think all of us are concerned where this will end.   There are two ways to tackle this in our domestic worlds and in business alike.   Firstly, reduce the amount we use, and secondly, reduce the amount we need to purchase from elsewhere.   Succeeding in these two areas limits exposure and financial risk.   

Last year, a small family-owned New England resort did just that.   When installation of this turbine was completed in January, Berkshire East gained the distinction of becoming the world's first 100 percent wind-powered ski resort. 

Was the resort doing it for  ‘green’ reasons or financial reasons? 
I question whether it matters.  

For a resort to be sustainable in every sense of the word – it also needs to survive financially.   If it goes bankrupt all the economic and employment benefits to the local community are lost.

For small ski resorts, soaring energy costs are one of the main reasons they struggle.  Berkshire East's operators have said  that trading rising electricity bills for fixed loan payments, and free fuel costs, was essential to the area's continued economic viability.

The project was partially-backed by state and federal grants and should reach an economic “break-even" point within a decade.   

The installation also eliminates 1,400 tons of annual greenhouse gas emissions-the equivalent of taking about 250 cars off the road each year. 

The win-win nature of such projects is making them increasingly popular –and I hope many more resorts see the benefits of this approach.
 
 
Did you know that the Three Valleys in France, including the big names such as Méribel and Courchevel, uses renewable hydropower to run nearly 2000 snow guns and almost 200 lifts? And that biodegradable bio fuel is used in
all the piste vehicles?

You probably won’t know this – as this information is hard to come by –but I wonder why?

 Hunting through the websites you’ll find no information at all –  which is odd.   Do the ski  resorts believe skiers are not interested?   Do they think they should keep it  to themselves and just get on with doing the ‘right thing’ without publicising it  – so it is not seen as a gimmick?

In fact, Méribel, for example, has a whole raft of measures in  place to minimise the impacts of skiing and a number of ongoing  projects.

I question though, why the resorts don’t want to communicate with  their customers?   Outside of the ski world there are many companies who prioritise this – think of Marks & Spencer.

Quite possibly they think that their skiers are not interested in green, dull, worthy words – and I would agree! There are very few people who are!  

However, people are interested in the fabulous mountain scenery they seek out every year.   People are interested in places being kept clean and pristine for their holidays.   People are interested in unique food and culture.  

Most importantly, people are interested in (and give their loyalty and hard-earned cash to) companies who take responsibility and see the shared value in protecting what is precious.  Resorts need to take a stand and trust their customers.   Principles matter and people are increasingly attracted to companies that have a vision and take care of the people, environment and resources that are critical to its success. 

Resorts need to tell the story – and keep it engaging.   They need to tell skiers what they are doing and why it matters to them.  
 
No-one wants to hear the dull stuff – but they do want to have a great
holiday – now and in the future.
 
 
I have just got wind of the new Neilson 12/13 ski brochure.   I never can get my head around how early the new brochures come around again!   Fresh for next winter the company has more adventure options which is exciting to see.   They include husky-dog sledding, cross country, snowshoeing and ice fishing in Sweden, or visiting Finland to see the Northern Lights and meet the Sami people and their reindeer or taking guided snowshoe treks in France, Italy and Switzerland with an overnight stay in the world famous Grand St Bernard Monastery at an altitude of 2,469m.

I’m delighted to see these additional activities widening the definition of a winter snow holiday.   At the Responsible Skiing Conference back in October, I explained the benefits of such holidays for both the operators and the destinations.   For operators it gives them access to a much wider market – those people looking for a winter holiday not just skiers, and for destinations – the more activities there are, the more livelihood options there are for local people and the less they need to rely on large amounts of snow.   Not forgetting customers – these can create some really memorable trips and get you much closer to the local culture and environment.  

This is what Responsible Skiing is all about.   They are great adaptation techniques that will help both become more sustainable in future and I’m glad to see people are taking note.
 
 
The company that started the trend towards all-inclusives is now turning its attention to upscale ski resorts.

Club Med opened in 1950 and was the world's first all-inclusive vacation.  The Paris-based company started out as a low-cost resort chain, attracting young couples and singles and surfed profitably through the 1970s.  It sought to project a more family-orientated image in the 1980s and 1990s, but that wasn't enough to offset the competitive pressures from companies that offered newer resorts at comparable prices.  

At its peak, Club Med owned 120 properties around the world, including many in hard-to-reach exotic locations.  But the company declined in the 1990s as competitors sprang up that broadened beyond couples into the family market with even upscale hotel putting their toes in the water.  Club Med currently owns 18 properties in the Alps and is now looking to ski resorts across the pond.

However, the all-inclusive model seems to be gaining ground again exemplified recently with First Choice in the UK switching its entire summer portfolio to all-inclusive.   Indeed,  the ski industry, often not associated with the all-inclusive market, is moving in the same direction with the ultra-packages of the last couple of years together with the catered chalets which are so popular with the UK market.

There are several reasons why the all-inclusive model is popular, however it mainly boils down to the fact that travellers know in advance the cost of their holiday which is helpful with budgeting and to protect against erratic exchange rates.   Increasingly they have been upping their game with gourmet meals in a variety of restaurants and wide ranges of facilities - as well as becoming family-friendly.

However, questions are inevitably asked about how much all-inclusive hotels contribute to the local economy and local community and how much damage they can do.   First Choice had to make much defence of its new venture in the light of its own commitment to responsible tourism.

Like most things – it all depends.   All-inclusives often have very high staff to guest ratios providing much employment, can be huge consumers of local produce and provide stability of demand to local producers and can provide facilities and support to local communities.   Or not.

So Club Med, who already calls itself the global leader in ski lodging is now looking at upscale ski resorts to the US and Canada for future expansion.  Those two areas make up about one quarter of the global skiing market.

The Club Med resort in Chamonix is Green Globe certified – but that stands alone in the portfolio so far.   Will Club Med take the initiative to ensure all its ski resorts minimise their negative impacts and maximise the benefits to the local environment and community?  We all need the big players to take up their responsibility and show leadership to make a difference. 

I’ll be watching.
 
 
Responsible Skiing is about engaging with the mountain destination, enjoying a range of winter activities in beautiful surroundings, and having a fun and memorable stay, but not at the cost of the environment or the local population.  

Yellowstone in California – of course traditionally a warm weather destination – is realising it has a compelling mix of activities to make for a great winter holiday.

There are now “Yellowstone in Winter” programmes on offer with activities include snowshoeing, cross-country skiing, ice skating, dog sledding and ranger talks.

“Devoid of crowds, winter in Yellowstone is an amazing time,” said Dan Austin, founding director of the programme.  “The cold temps make even more dramatic the thermal activity (geysers, bubbling mud pots, hot spring pools and steam vents).   The wildlife is concentrated in the warmer, snow-free geyser basins for easier viewing.  Whilst snowshoeing in the Upper Geyser Basin Trail guests will experience the largest concentration and nearly one-quarter of all the geysers in the world.”

There is no downhill skiing on offer in Yellowstone – but this development shows how destinations can rethink all the assets they have and create a whole new tourism season.    Maybe you know a place that is stunning in winter – but inexplicably chooses not to promote itself because it doesn’t have km of piste?

The most sustainable resorts reduce the seasonality of their offering to give rise to other benefits including longer term employment and more viable livelihoods and increased economic benefits to the destination.  

Demand for these other low impact activities continues to rise – does your destination have a range of activities to offer?   Remember – a range of activities helps keep your guests happy if the weather or snow lets you down!

 
 
I’ve learned that Adelboden’s lift company is working with an energy management company on various technical innovations to make the ski experience ‘greener’ on its slopes.

Top of their list is public education, and along the sides of the piste from Sillerenbühl to Oey, guests will find seven information panels on all things environmental.  If skiers and boarders study as they have fun they can then enter a daily competition, based on testing their newly acquired knowledge, with prizes awarded daily.

The lift company is also buying in green power – in this case hydropower - to runs its Aebi chairlift and every guest can make a contribution towards clean power too as at the Silleren base station, by using their key card to make a donation of SFR 5.- towards energy from renewable sources.

Adelboden’s lift company has also invested in a new piste maintenance vehicle. This is equipped with the latest engine emission technology (EUROMOT III - Regulation B) to ensure that even fewer particles and environmentally harmful substances are produced as it smooths the slopes.

It’s good see these innovations – the one that particularly appeals to me is the education – if it’s done well, it can be both fun and informative – and give people information to take home with them.  

I hope Adelboden will convert all of its lifts over to renewable energy – not just the one, and whilst it’s a clever ploy by the lift company – personally, I’m not sure why guests would want to contribute to paying the energy bill of the lift company!

Again the new piste maintenance vehicle with increased environmental credentials shows how important technology solutions are to reducing the impact of ski operations.
 
 
Frank Gardner – the BBC’s award-winning Security Correspondent has been elected as Ski Club of Great Britain President.  

Despite referring to himself as “a late developer in skiing”, Gardner trained for biathlon with the British Army, and spent some of his gap year Nordic skiing across the Arctic Circle. When he finally graduated to downhill skiing at the age of 23, he explored some fairly obscure ski destinations, visiting Iran, Lebanon and Transylvania.

Gardner has reported for the BBC from all over the Middle East on a wide range of international and domestic security issues. He was shot six times by terrorists while on assignment in Saudi Arabia in 2004, but returned to work in a wheelchair and was awarded the OBE by the Queen the following year.

After his gunshot injuries Gardner retrained to ski in a sit-ski and has since competed in the BBC Ski Sunday Slalom at Courmayeur, coming – according to him - spectacularly last!  He spoke of his determination at the Ski Club AGM: “After I was shot I knew there were two things I just couldn’t give up – I had to keep skiing and scuba diving.”

Frank Gardner responded to his nomination and election: “It is a great honour to join your community and club, a real privilege. I’m looking forward to being involved directly with the sport I love.”

It’s important to remember that Responsible Skiing is not just about the environment or local communities – it’s also about ensuring that skiing is accessible to all.   There are many people confined to wheelchairs who find skiing is one of the few things that can give them a real sense of freedom.   I hope that Frank Gardner’s presidency will give extra focus to this neglected area of ski tourism and give hope and inspiration to many.
 
 
So it was World Responsible Tourism Day on Wednesday this week – a highlight of the year designed to share ideas and educate the tourism industry to make a difference to protect the destinations we love to visit.

The Virgin Holidays Responsible Tourism Awards are presented in the morning to celebrate and inspire change in the tourism industry. The Awards rest on a simple principle – that all types of tourism, from niche to mainstream, can and should be organised in a way that preserves, respects and benefits destinations and local people.  A view that we at Responsible Skiing share.

The awards celebrate the shining stars of responsible tourism – the individuals, organisations and destinations working innovatively with local cultures, communities and biodiversity.

There is a range of categories but the one I’m always interested in is, of course, “Best in a Mountain Environment”.  Naturally, I’m hoping there will be some mountain resorts shortlisted.    

This year, the category was won by Himalayan Holidays (Pvt) in Pakistan – doing frankly an incredible job keeping tourism alive in the 6th most dangerous country the world.   Not only do they directly provide income to over 80 families, they raise awareness of endangered wildlife, educate tourists and support local tribes and cultures.   Worthy winners making a difference in really challenging circumstances. 

There were two runners up – Mountain Lodges of Peru and Whistler Blackcomb.  Once again, Whistler Blackcomb has been recognised for its comprehensive efforts to manage the environmental impacts of their operation.  

Whistler Blackcomb’s environmental vision is to have a zero operating footprint (zero waste, zero carbon, zero net emissions).   One of their key achievements since they were last nominated is the creation of the Fitzsimmons Renewable Energy Project

This produces the equivalent of Whistler Blackcomb's annual energy demand whilst constructing it – they took other clever steps – like starting construction when there was still snow on the ground – so all the machinery was able to brought up over the snow on piste bashers – ensuriong the ground underneath was not damaged in the making.

Don’t forget – the Responsible Tourism Awards are nominated by you – the public!   Next year – if you have visited a ski resort that you think is setting a great example of Responsible Skiing - minimising the negative impacts and maximising the positive benefits of tourism – don’t forget to vote!