1 Global Sustainable Tourism Council Destination Criteria Rapid Assessment and Gap Analysis Evaluation Delivered: 05 February 2018 By: Neil Rogers Rogers & Co AB.
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GlobalSustainableTourismCouncilDestinationCriteriaRapidAssessmentandGapAnalysisEvaluation
Delivered:05February2018By:NeilRogersRogers&CoAB.
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SpecialthanksIwouldliketothankDanJonasson,ProjektledareHållbarExportRegionVästerbottenTurismforhiscollaborationonthisreport.HishelpinorderingandevaluatingthesupportingdocumentationprovidedbyDestinationJärvsöalongwithhisinsightandsupportduringthegapanalysisevaluationprocesshasbeeninvaluable.RegionVästerbottenisamemberoftheGlobalSustainableTourismCouncilMobil:0046(0)703663330E-post:[email protected]:www.visitvasterbotten.seIwouldalsoliketothankMäritAndersson,LenaAuneandRolandHamlinwhoactedasthedestinationcoordinatorsduringtheRapidAssessmentofJärvsö’sreadinesstocomplywithGSTCDestinationCriteria.
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TableofContents Page
Introduction&DestinationProfile 4MapsofLjusdalMunicipality&JärvsöParish 5Methodology,ActivitiesandConsultations 6SustainabilityandGoodGovernance 6SummaryofRapidAssessmentResults 9ReadinessforGSTCCriteriaCompliance 10AreasofGoodPractice 11Risks–AreasNeedingImprovement 12AnalysisofCriteriathatneedimproving 13SummaryofKeyRecommendations 28NextSteps 32GSTCStandardsforDestinations 33EarthCheckCertification 34Annex1-GlossaryofTermsandDefinitions 36Annex2-StakeholderMapping 37
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IntroductionTourismisveryimportanttotheJärvsöeconomywithafocusonthewinterandsummerseasons.Alpineandcross-countryskiing,downhillcycling,fishingandheritagearethemaintourismsegmentswithmostvisitorscomingfromStockholmandtheMälardalenregion.WithadesiretogrowtheDestination’stourismindustryinasustainablemannerJärvsöhasbroughttogetherkeylocalleadersandstakeholdertodebateandshapefuturepoliciesbasedonGlobalSustainableTourismCouncilDestinationCriteria.ThiscollaborativeapproachofferstheDestinationanopportunitytoformallyadoptGSTCDestinationCriteriaasapolicyandplanningframework.ThisRapidAssessmentoftheDestination’sreadinesstocomplywithGSTCDestinationCriteriaisasteponthewaytotheimplementationofaDestinationProgrammedesignedtobenchmarkandcontinuouslyimprovetheDestination’senvironmental,cultural,socialandeconomicperformance.
DestinationProfileThe‘Destination”forthisreportisdefinedasJärvsöParish.JärvsöParishispartofLjusdalMunicipalityinHälsingland,covering740squarekilometresandhasapproximately4600residents.Itislocated320kilometresnorthofStockholmandcanbeaccessedfromStockholmorArlandaInternationalAirportinabout3hoursbyrailorroad.Järvsöasadestinationhasrichculture,acelebratedUNESCOheritageandavaried,naturerichlandscape.Therearemany“unique”and“authentic”reasonstovisitJärvsöandHälsinglandwiththeoverseasmarketofferingconsiderablepotentialduetotheDestination’sUSPsandcloseproximitytoStockholm.DestinationJärvsöABwasestablishedin2007andtodayhas10employees,about150membercompaniesandapproximately2000bedsavailablethroughaportfolioofhotels,hostelsandrentalcabins.JärvsöDestination’smaintourismcompanyisJärvsöbacken,oneofSweden’slargestskiresortswith20slopes,8liftsystemshostingover212000winterguests.StenegårdinJärvsöisoneofHälsingland’smostimportanttourismattractionsandhostsaVisitorCenterfortheDecoratedFarmhousesofHälsinglandWorldHeritage.OtherimportantattractionsareHarsagården,Järvsömountainbikepark,RovdjurscentretDe5StoraandJärvzoo.
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MapofLjusdalMunicipality
MapofJärvsöParishboundary
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Methodology,Activities,andConsultationsRogers&CoAB(“Assessor”)conductedarapidassessmentevaluationofJärvsö’scompliancewithGSTCDestinationCriteriaunderacontractfromDestinationJärvsö.TheAssessorsworkwassupportedbyDanJonasson,ProjektledareHållbarExportRegionVästerbottenTurism.TheAssessorattendedafulldayworkshopandroundtablemeetingorganisedbyDestinationJärvsöandmediatedbyMäritAnderssonandDanJonassononthe13thNovember2018.TheroundtablemeetingwasheldinJärvsöandincludedover50representativesoftheDMO,Parish,Municipality,Länsstyrelsen,NGOsandprivatesector.Roundtablesessionswereheldtodiscusseachofthe4GSTCDestinationCriteriasectionsallowingcollaborativeevaluationanddiscussiontogenerateasnapshotofsustainableperformanceandcompliancewiththeGSTCcriteria.InadditionDestinationJärvsöconductedanon-linesurveyofitsmembers(splitbetweenallDestinationmembersandthosememberswhoarelocatedwithintheParishboundaries)inordertoprovidemembership/communityfeedbackondestinationgovernanceandperformanceissuesrelatedtoGSTCCriteria.ThissurveyalongwithothersupportingdocumentationisavailableonrequestfromDestinationJärvsöAB.RapidassessmentanddesktopresearchofJärvsö’scompliancewithGSTCDestinationCriteriatookplaceduringthemonthofJanuary2018.
SustainabilityandGoodGovernance-BackgroundDocumentationevaluatedfromParish(Järvsö),Municipal(Ljusdal)andRegional(Gävleborg)authoritieshaveestablishedthatdevelopingtourisminasustainablemannerisofahighlevelofimportance.ThiscommitmenttoprinciplesofsustainablepracticesandplanninghasledtoapublicdebateinJärvsörelatingtoappropriatepoliciesandmanagementsystemsforsustainabledestinationdevelopment.TheJärvsöSustainabilityForumisagroupofdestinationstakeholdersthatcametogetherin2016toproduceavisiondocumententitledjärvsö_hållbarhetsforum_visionutkast_170219.ThisworkinggroupwerealsoresponsibleforinitiatingJärvsö’sinterestinworkingwithGSTCCriteria.TheMunicipalityofLjusdalhavealsodevelopedasustainablestrategyfortourismfortheperiod2013-2020calledLokalStrategiförBesöknäringeniLjusdalsKommunthatincludedJärvsöasthemunicipality’smaintourismhub.Thesedocumentsandinitiativesaimtoexploretheestablishmentoflong-termsustainabledevelopmentattheheartoftheDestination’sdevelopmentandmanagementstrategy.ThedestinationofJärvsöaidedbypoliciesandlegislationenforcedbygovernmentagenciesisalreadyatafairlyhighlevelofGSTCDestinationCriteriacomplianceandhasstartedtofocusonhowtoimplementafullyintegratedsustainabledestinationplanningandmanagementprocessthatmayovertimeleadtoSustainableDestinationCertificationthatisGSTCAccredited.
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IftheDestination’sstakeholderscanturngoalsandambitionsintopubliclyendorsedpoliciesandactionplansalongwithappropriatemonitoringandmanagementsystemsthedestinationcanmakesignificantprogressoverafive-yeartimehorizon.InadditioniftheDestinationchoosestomovetowardsSustainableDestinationCertificationthatisGSTCAccrediteditwillovertimebecomeanationalleaderandmuchstudiedbenchmarkmodelforsustainabilityinSweden.Workwithsustainabilityinmanysectorsisalreadywellunderwaywithinthedestination.Thescope,controlandimplementationofmuchofthisworkshouldbeconductedundertheauthorityandcoordinationofapubliclyendorsedandadequatelyfundedDestinationAuthoritythatwillseekopinionsandgatherfactsfromawiderangeofpublicandprivatesectorstakeholderstocreateaninformedandcollectiveviewondestinationspecificpolicies,actionsandmanagementsystem.TourismisonepartnerintheoverallSustainableDestinationprocessandthereforetheestablishmentofapubliclymandatedDestinationAuthorityorganisation(DestinationJärvsö)thatissupportedbyaDestinationGreenTeamcomprisedofrepresentativestakeholdersfromprivate,publicandNGOsectorsincludingJärvsöParish/Järvsörådet,LjusdalmunicipalityandLänsstyrelseniscritical.LawsthatprotectandmonitornaturalandculturalheritageareunderthejurisdictionoftheCountyAdministrativeBoard(Länsstyrelsen).Theyhavethefunding,experts,archaeologists,gamewardensandotherspecialiststosurveyandmonitornatureandcultureconservation.Länsstyrelsenissuepermitsanddecidesonrestrictionsrelatedtotheprotectionofnaturalandculturalassets.SomeofthisworkisalsodoneatamunicipalagencylevelandcoordinatedwithLänsstyrelsen.DestinationJärvsöasthedestinationmanagementorganisation(DMO)israrelyinvolvedinthiswork.Thegovernmentagenciessettherulesandtourismcomplies.Inthiswaythepublicsectorhavetheresponsibilityandthefundingallocatedforprogramsrelatedto:
• Climatechangeissues• Protectedareamanagementandregulations• Emissionreductionprograms• Wastehandlingandenergyreduction• Waterqualityandusage• Safetyandsecurity• Socialissues• Culturalheritageandprotection• Huntingandfishingmanagement• Employment(alsoaunionandemployersresponsibility).
InmostofthesefieldsSwedishgovernmentalagencieshavedevelopedregulatoryandmanagementstructuresthatarehighlycompliantwithinternationalsustainabilitymonitoring,standardsorratings.Yetwithoutamorejoinedupwayofthinkingthatreflectsaninclusive,holisticmethodologytheseagenciesandtheirindicatorswillfailtofullycomplywithGSTCCriteriaatadestinationlevel.
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Pressuretogrowrapidlycanmeanmunicipalitycivilservantsfeelanincreasedintheirworkloadduetotheimpactofstronglobbyingtoobtainbuildingpermitsfaster.InadditionLänsstyrelsenwouldseemtobeunderfundedifitistoplayamorerobustpartnershiproleinmanagement,monitoringandmitigationatadestinationlevel.ThechallengeisnowforDestinationJärvsötoplayamoreactiveandinfluentialroleinordertoreflecttheviewsandaspirationsofalltourismandlocalstakeholderssotheytakemorelocalresponsibilityforkeysustainabilityanddevelopmentissuesthatimpacttheircommunity.
DestinationJärvsömustnowmovefromdiscussions,workshopsanddocumentationtoaDestinationthathaspoliciesandaframeworktomanage,monitorandimprovetheDestination’senvironmental,cultural,socialandeconomicperformance.ThisrapidassessmentgapanalysishighlightsareasofgoodpracticeaswellasgapswhereactionisneededinordertomovetowardsfullcompliancewithGSTCDestinationCriteria.ReportrecommendationsarefocusedonthegapsandwhatthedestinationshouldconsiderimprovinginordertobuildadestinationthatcanbecomealeaderthroughgainingGSTCAccreditedSustainableDestinationCertification.
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SummaryofRapidAssessmentResultsTheprimarypurposeoftheDestinationRoundTablemeetingonthe13thNovember2017andthedesktopresearchduringJanuary2018wastodeterminethedestinationofJärvsö’sreadinesstodemonstrateadherencetotheGlobalSustainableTourismCouncilDestinationCriteria.Adherencewasgradedonafour-tieredcolour-codedsystem.0(Red)=nodocumentationorevidenceofimplementation.1(Pink)=documentationexists(e.g.laws,regulations,policies,plans,strategies).2(Yellow)=documentationexistsandthereisevidencetodemonstrate/verifyimplementationexists(e.g.managementsystems,monitoringsystemsetc.).3.(Green)=evidenceofdocumentationandimplementationexistsandthedestinationisdemonstratingimprovements.EvaluationCoverageGSTC-DSections
SectionA–DestinationManagement
SectionB–EconomicBenefits
SectionC–Community,Visitors&Culture
SectionD-Environment
Total#ofIndicators(%)
TotalIndicatorsScored-Red
3 2 1 1 7indicators(6.67%)
TotalIndicatorsScored-Pink
2 3 2 0 7indicators(6.67%)
TotalIndicatorsScored-Yellow
15 3 7 2 27indicators(25.71%)
TotalIndicatorsScored-Green
23 13 3 25 64indicators(60.95%)
TotalIndicators
43 21 13 28 105
TableofResults
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ReadinessforGSTCDestinationCriteriacomplianceAscanbeseenfromthegraphiconpage9ofthereportthedominantcolourisgreen(64of105indicatorsratedwhichrepresents61%)followedbyyellow(27of105indicatorswhichrepresents26%).ThisshowsanoverallhighlevelofcompliancewiththeGSTCDestinationCriteria.CompliancewithSectionsA,BandDwascomprehensivedespiteageneralweaknessinimplementingasystematicdestinationapproach,theadoptionofsustainabilitystandards,tourismawareness,aswellassupportforthecommunityandlocalentrepreneurs.CompliancewithSectionCremainsweakandneedsconsiderableimprovement.However,JärvsöDestinationiscurrentlyatthebeginningofitssustainabilityjourney.Thedestinationhasstartedtotakeownershipofitssustainabilitygoalswithawiderangeofstakeholderscomingtogethertodiscusstheimplementationofsustainableoutcomes.DestinationJärvsöhastakenresponsibilitytocoordinatedestinationsustainabilityeffortsandalongwiththeJärvsöSustainabilityForumhasstartedtheprocesstobringtogetherprivate,public,communityandNGOsectorstakeholderstodiscusspolicyaims,proceduresandoutcomesbasedoncompliancewithGSTCDestinationCriteria.Asyettheassessorisnotawareofanyformalwrittendeclarationofsupport(politicalorfinancial)suppliedbytheParishCouncilnorhasaDestination‘GreenTeam’beenpubliclymandatedorofficiallyformedtosupportDestinationJärvsöinit’sproposedroleas‘DestinationAuthority’.
0
5
10
15
20
25
30
SecqonA SecqonB SecqonC SecqonD
Red
Pink
Yellow
Green
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AreasofGoodPracticePleaserefertotheGSTCDestinationCriteriaandIndicatorssupportingdocumentforafulldefinitionofCriteriaandIndicators,orclickonthislinktoviewthedocument-https://www.gstcouncil.org/gstc-criteria/gstc-destination-criteria/SectionAA2–DestinationManagementOrganisation(IN-A2.b.)A3–Monitoring(IN-A3.a.IN-A3.b.)A5–ClimateChangeAdaption(IN–A5.a.IN-A5.b.)A7–PlanningRegulations(IN-A7.a.IN-A7.b.IN-A7.c.IN-A7.d.)A9–PropertyAcquisitions(IN-A9.a.IN-A9.b.)A10–VisitorSatisfaction(IN-A10.a.)A12–SafetyandSecurity(IN-A12.a.IN-A12.b.IN-A12.c.In-A12.d.IN-A12.e.)A13–CrisisandEmergencyManagement(IN-A13.a.IN-A13.b.IN-A13.c.IN-A13.e.)A14–Promotion(IN-A14.a.IN-A14.b.)SectionBB1–EconomicMonitoring(IN-B1.a.IN-B1.b.IN-B1.c.)B2–LocalCareerOpportunities(IN-B2.a.IN-B2.b.IN-B2.c.IN-B2.d.)B4–LocalCommunityOpinion(IN-B4.a.IN-B4.b.)B5–LocalAccess(IN-B5.a.)B7–PreventingExploitation(IN-B7.a.IN-B7.b.)B9–SupportingLocalEntrepreneursandFairTrade(IN-B9.a.)SectionCC1–AttractionProtection(IN-C1.a.)C4–CulturalHeritageProtection(IN-C4.a.)C6–IntellectualProperty(IN-C6.a.)SectionDD1–EnvironmentalRisks(IN-D1.a.IN-D1.b.)D2–ProtectionofSensitiveEnvironments(IN-D2.a.IN-D2.b.IN-D2.c.)D3–WildlifeProtection(IN-D3.a.IN-D3.b.)D4–GreenhouseGasEmissions(IN-D4.a.IN-D4.b.)D5–EnergyConservation(IN-D4.a.IN-D5.b.)D6–WaterManagement(IN-D6.a.)D7–WaterSecurity(IN-D7.a.)D8–WaterQuality(IN-D8.a.IN-D8.b.IN-D8.c.)D9–Wastewater(IN-D9.a.IN-D9.b.In-D9.c.In-D9.d.)D10–SolidWasteReduction(IN-D10.a.IN-D10.b.IN-D10.c.)D11–LightandNoisePollution(IN-D11.a.IN-D11.b.)
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Risks-AreasneedingimprovementTherearespecificareasofriskrelatedtothefollowingCriteriaandIndicators:-SectionAA1–SustainableDestinationStrategy(IN-A1.a.IN-A1.b.IN-A1.c.IN-A1.d.)A2–DestinationManagementOrganisation(IN-A2.a.IN-A2.c.IN-A2.d.IN-A2.e.)A3–Monitoring(IN-A3.c.)A4–TourismSeasonalityManagement(IN-A4.a.)A5–ClimateChangeAdaption(IN-A5.c.)A6–InventoryofTourismAssets&Attractions(IN-A6.a.)A8–AccessforAll(IN-A8.a.IN-A8.b.)A10–VisitorSatisfaction(IN-A10-b.)A11–SustainabilityStandards(IN-A11.a.IN-A11.b.IN-A11.c.IN-A11.d.)A13–CrisisandEmergencyManagement(IN-A13.d.)SectionBB3–PublicParticipation(IN-B3.a.IN-B3.b.)B5–LocalAccess(IN-B5.b.)B6-TourismAwarenessandEducation(IN-B6.a.)B8–SupportforCommunity(IN-B8.a)B9–SupportingLocalEntrepreneursandFairTrade(IN-B9.b.IN-B9.c.IN-B9.d.)SectionCC1–AttractionProtection(IN-C1.b.)C2–VisitorManagement(IN-C2.a.)C3-VisitorBehaviour(IN-C3.a.IN-C3.b.)C4–CulturalHeritageProtection(IN-C4.b.)C5-SiteInterpretation(IN-C5.a.IN-C5.b.IN-C5.c.IN-C5.d.IN-C5.e.)SectionDD10–SolidWasteReduction(IN-D10.d.)D12–LowImpactTransport(IN-D12.a.IN-D12.b.)
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AnalysisofCriteriathatneedimprovingSectionA–DemonstrateSustainableDestinationManagementCriteriaA1–SustainableDestinationStrategyJärvsöasadestinationcurrentlylacksanintegratedapproachtotourismplanningandmanagement.Public,privateandNGOsectorgroupsareactivelyinvolvedinplanningdiscussionsandworkshopsinordertodefinetheDestination’ssustainabilityvisionandstrategy.DestinationJärvsöiscurrentlyactingastheDestination’scoordinatingentityforsustainableoutcomesyetitlacksofficialpublicendorsementastheDestinationAuthorityresponsibleforleadingJärvsö’sSustainableDestinationplanning.Tobemoreeffectivethereisaneedfordeepercollaborationbetweenprivateandpublicsectorsandbetweenactorswithinsectorsiflong-termsustainableoutcomesaretobeachievedbasedonsoundpolicies,actionplansandmanagementsystems.The‘destination’coverageiscurrentlypoorlydefinedbytheJärvsöParishboundariesforthepurposeofthisGapAnalysis.ItisrecommendedthatthelocalcommunityandDestinationJärvsömembercompaniesdebatefurtherwhetherthesmallgeographicalareaofJärvsöParishfitsthescaleandscopefortheimplementationofamulti-yearsustainabledestinationpolicy.FurtherconsultationatmunicipalandcountylevelisadvisedtodetermineifJärvsöshouldproceedasa‘pilotproject’thatcouldbeexpandedifdesiredtoamunicipalorcountylevel,orifthe‘thedestination’shouldbeexpandedatthestartoftheprocesstocoverawidergeographicareaandmorecommunities.ExpandingthegeographicalcoverageandnumberofcommunitiesinvolvedcouldsignificantlyslowtheprocessandsotheassessorrecommendationwouldbeforJärvsötobecomea‘pilotproject’thatcouldberolledoutatamunicipalorcountylevelatalaterdate.EarthCheck’sworkontheSnæfellsnesPeninsulainWestIcelandcouldofferaninterestingcasestudy.Thepeninsulacovers1.500squarekilometresandapopulationof4.000spreadacross5communities.ThesecommunitieswerethefirstinEuropetoreceiveEarthCheckCertificationin2008andtheSnæfellnesPeninsulahasnowreceivedEarthCheckGoldCertificationStatus.https://www.west.is/en/west-iceland-regions/earthcheckJärvsöasadestinationcurrentlyhasneitheramulti-yearTourismMasterPlannoraSustainableDestinationPolicythathasanintegratedapproachtoachievingEnvironmental,Cultural,SocialandEconomic(ECSE)performanceoutcomes.Elementsthatarekeytoestablishingandimplementingamulti-yeardestinationstrategy:-1.Definethe‘Destination’boundariesbasedonstakeholderconsultation.2.DevelopapubliclyendorsedSustainableDestinationPolicybasedoncomplyingwithGSTCDestinationCriteriaandwhichaddressesEnvironmental,Cultural,SocialandEconomic(ECSE)outcomes.
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3.IdentifyaSustainableDestinationsProgrammethatprovidesarelevantframeworktobenchmark,certifyandcontinuouslyimprovetheDestination’senvironmental,cultural,socialandeconomicperformance.CriteriaA2–DestinationManagementOrganisationDestinationJärvsöiscurrentlycoordinatingthedestination’ssustainabilityinitiative,however,aJärvsöDestinationAuthorityshouldbeformallyappointedandmandatedbythelocalcommunity(includingJärvsöParish)toprovideleadershipresponsibility,andtoimplementtheDestinationSustainabilityPolicy.TheDestinationAuthorityshouldappointbothaDestinationCoordinatorandanadvisoryGreenTeamdrawnfrombothprivateandpublicsectors.AGreenTeamdrawnfromawidecrosssectionofthedestinationshouldensureallsectionsofthecommunity(includingParishCouncilandLänsstyrelsenrepresentatives)havetheabilitytoparticipateinformulatingandmanagingtheDestination’sSustainabilityPolicy.QuestionsremainaboutthesizeandfinancialabilityofDestinationJärvsötoleadthedevelopmentandimplementationoftheDestination’sSustainableDestinationPolicy.ParticipationinabenchmarkingprogrammesuchastheEarthCheckSustainableDestinationProgramwouldmeanfindingsignificantfundingovertimetocontinuallymeasureandbenchmarkperformanceaswellasachieveandmaintaincertificationovertime.Thereisaneedtodiscussshortandlong-termfundingoptionsatParish,MunicipalandCountylevelaswellaswiththemembersofDestinationJärvsö(seebenefitsofcertificationonPage34).CriteriaA3–MonitoringAlthoughthemonitoringandreportingofESCEandhumanrightsissuesisaddressedatanationalandmunicipallevelthedestinationlacksanintegratedapproachtomeasureandbenchmarkESCEdestinationtourismrelatedperformanceoutcomesatalocallevel.TheproposedexpansionofthetourismindustryinJärvsöwillundoubtedlyraisecommunityconcernsforthefundingofsustainabletourismmanagement.Agrowingeconomyandpopulationwillneedtotakeintoconsiderationissuessuchaslanduseplanning,wastewaterplanning,housing,transport,CO2emissionsandclimatechangeimpacts,seasonalwatersecurity,retainingasenseofplaceandvisitormanagement.ThefundingandimplementationofaDestinationStandardsuchastheEarthCheckSustainableDestinationStandardwouldprovidetheframeworktoensureconstantandconsistentmeasurementandbenchmarkingofESCEperformanceindicatorsandimpactsatadestinationlevel.CriteriaA4–TourismSeasonalityManagementDestinationJärvsödoesworkwithdestinationstakeholderstocreatepackagesandeventsthatareaimedatreducingtheimpactoflowerandshoulderseasons.Inadditiontherehas
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beensomediscussionregardingfuturedevelopmentandpromotionalworktohelpdevelopJärvsö’sattractivenessasaMICE(MeetingsIncentivesConferences&Events)sector.Thereis,however,limiteddocumentationonpolicyandstrategytocomprehensivelyaddressandmanageseasonalfluctuationsofvisitorderivedincomes.TofullycomplywithCriteriaA4amoresystematicandcomprehensivedestinationapproachisneeded.Moreneedstobedonetoidentifynewtrends,travelniches,activitiesandeventsalongwiththedevelopmentofoff-seasontravelthemesandSignatureExperiences.AswinterseasonemploymentgrowswhatwillJärvsödotocreateyear-roundratherthanseasonalemployment?Wherewilltheseadditionalemployeesbehousedandhowwilltheybeeducatedtodeliverqualityservicesfornewtourismnichesandemergingsourcemarkets.ThecloseproximitytoStockholmopenstheopportunitytodevelopJärvsöasaleadinghumanpoweredactiveandsportingeventsdestinationthatcanhostarangeoflowandshoulderseasonsportingeventsandfestivalssuchaswalking,roadcycling,mountainbiking,marathon,triathalon,multi-activityenduranceracesandevents.Ideallytheseneedtobedevelopedandco-promotedwithleadingoutdoorequipmentandclothingbrandstogainmaximumcoverageandimpact.Onespin-offfromJärvsöachievingGSTCSustainableDestinationAccreditedCertificationwouldbetheDestination’sabilitytoattractmanyrequestsfrommunicipalitiesforeducationalsitevisitstoJärvsötolearnabouthowJärvsöinitiatedandimplementedtheirsustainabilitymodel.TheseeducationalandtechnicalgroupvisitscouldbringinvaluablelowseasonrevenuefortheDestination.Thedestinationalsoneedstodevelopandprovidecapacitybuildingprogrammes,trainingandworkshopsforenterprisesandguideswithinnewnichetravelsegments.TravelOregon’sRuralTourismStudioisagoodcasestudythatisdesignedtohelpruralcommunitiesdeveloparobustandsustainabletourismeconomy.Itisaprofessionaldevelopmentprogrammedesignedtobolsterregionalordestinationeconomybyofferinghands-onskill-building,planningandproductdevelopmentworkshopsfornichetourismtargetmarketssuchascycling,culinaryandculturalheritagetourism.http://industry.traveloregon.com/industry-resources/destination-development/rural-tourism-studio/CriteriaA5–ClimateChangeAdaptionThedestinationcomplieswithnationallegislationandhasapolicyandsysteminplacerelatingtoclimatechangeandriskassessment.LänsstyrelsenandLjusdalMunicipalitydoprovidereportsviathewebthatcanbefoundifsearchedforbythepublic.Thereishoweverlittleevidenceofspecificeffortstosystematicallyeducateandraiseawarenessamongstthepublic,tourismenterprisesandvisitorsaboutclimatechange.Itisrecommendedthatthereismorelocaldialogue,debateandeducationrelatingtofutureplanningissuesespeciallyrelatedtothescaleofnewdevelopments,senseofplaceoftourisminfrastructureandhowthiscouldimpactnature,cultureandlocalqualityoflife.
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Importantindicatorsmayincludetheseasonalavailabilityandqualityoflocalwaterduetotheimpactofusingsnowcannonsforanexpandingskitourismindustry.Howwillanexpandedskiindustrywithaprojected500+newjobsbalancetheneedsofhostpopulation,workersandvisitorsagainsttheimpactofanincreaseinenergyconsumptionandgreenhousegasemissionsduetotheadditionalneedsofpower,transportationandhousing/accommodationsforlocals,seasonalworkersandvisitors?DestinationJärvsöanditsmembersshouldalsobeencouragedtocalculateandoff-settheirowncarbonemissionsaswellasdisplayingacarboncalculatorontheirwebpagesforclientsasavoluntarycarbonoff-settingmechanism.CriteriaA6–InventoryofTourismAssetsandAttractionsDespiteabasiclistoftourismassetsandattractionsexistingmuchmorecouldbedonetoidentifyadditionalassetsandcategorisetheminawaythathelpsthedestinationdevelop,packageandpromoteunique,authenticJärvsöSignatureExperiencesthatdifferentiatethedestinationfromthecompetition,increasedwelltimeandengageawiderrangeoflocalstakeholders.IdentifyinglocaltourismassetsanddevelopinganatureandcultureattractionsiteprioritylistwithpublicinputisafirststepincreatingSignatureExperiencesthatareabletocreatemediainterestandcutthroughintheinternationalmarketplace.IncorporatingwellknownmustseeHeroProducts(Hälsingegårdar,UNESCOsitesandRovdjurscentret/Järvzooforexample)intoSignatureExperiencesconnectsJärvsö’sUNESCOandotherkeyattractionsiteswiththewidercommunityviastorytelling,deliveringanauthenticandunmissableexperienceforvisitors.AcomprehensivelistofDestinationSupportingExperiencesandProductsshouldbeputtogetherwithpublicinput.Thiscollaborativestrategycanhelpidentifylittleknownyetfascinatinginsiderproductsandactivitiesandleadtoanincreasedinterest,buy-inandparticipationfromthosenotdirectlyworkinginthetourismindustry.CriteriaA8–AccessforAllAlthoughthereisnationallegislationcovering“accessibilityforall”issuesforpublicbuildingsandaccommodationsthereremainsagapinestablishingandcommunicatingadestinationpolicyrelatingtoaccessibilityandinfrastructureforpeoplewithdisabilities(mobility,vision,hearingandcognitivedimensionsofaccess).Somegoodworkalreadyexistssuchasdisabilityaccesstofishingwaters,handicapfriendlyboardwalksatmajorattractions,skiandbikeliftcapabilityforthedisabled.Withquick,directaccessbytrainfromStockholmthelargeandgrowingmarketfordisabledtourists(accessibletourismmarketislikelytogrowto160millionpeoplespendingto€88.5billioniftravellingaloneor$132.80istravellingwithacompanionby2025intheEU)offerssignificantpotentialforJärvsöasasustainabledestination.
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ItisrecommendedthatthedestinationdevelopanAccessforAllPolicythatfocusesonthe3dimensionsofphysicalaccess(wheelchairandwithwalkingaids),sensoryaccess(tactilemarkings,signsandlabels,audiocues),andcommunicationaccess(forthosewithdifficultieswithwrittenwordandspeech)thatincludeskeynaturalandculturalsitesofinterest.Gettingbetweensitesandattractionsfordisabledvisitors(inasustainableway)isalsoimportantfordestinationpolicy.Howisthistobeachievedandfundedaspartofthesoftmobility/lowimpacttransportplanning?Itisalsoimportanttoconsiderthatcommunicationsofthedisabilityaccessoptionsthatexist(inSwedishandEnglish)arecriticalduringtheresearch,tripplanningstagesoftheclientjourney,notjustduringthevisitationperiod-ifthedestinationistobecompetitiveinthismarketsegmenttheproductmustbevisibleandeasytounderstand.CriteriaA10–VisitorSatisfactionAlthoughthereareanumberofsystemsinplace(atbothdestinationandenterpriselevel)thatcollectdataonvisitorsatisfactionthecollectionmethodologyandqualitativereportingoffindingscanstillbeimproved.Strongerpoliciesandactionsareneededtomonitor,measure,recordandpubliclycommunicatevisitorsatisfactionlevels.Colourcodedtouchbuttondevicesareusedatthe8mostimportantattractionswithintheDestinationJärvsötomonitorcustomersatisfaction.Itisbelievedtheseunitsalsohavethecapacitytorecordvisitorcommentsviaatouchscreen.Inadditionvisitors’bookingtheirstay/visitthroughDestinationbolagetreceivesafollowupe-mailrequestingfeedbackontheirstayalthoughtheassessorhasnodataonhowmanyactuallyrespondtotheautogeneratedrequest.Deeperqualitativeandquantitativeresearchisrecommendedincludingperiodicone-on-oneresearchsurveysbothatandawayfromthe8keyattractionpointswithinthedestinationduringwinterandsummerseasons.Questionsrelatingtoaccessibilityandsustainabilityalongwiththequalityofaccommodations,food,hospitality,preferredactivities,guidingquality,language,navigationindestinationandoverallqualityofexperienceshouldbeincluded.Qualitativedatacollectionalsoallowsdestinationsurveystoaskwhatservices,products,activitiesandhard/softinfrastructuretheymissedorwouldhaveliketohaveseenorusedindestination.Thistypeofresearchprovidesdirectfeedbackontrendsandaidsfutureplanningbasedonqualityinputfromexistingvisitorsandwhatmaybebottlenecksorbarrierstothemmakingrecommendationstofamily,friendsandworkcolleagues.CriteriaA11–SustainabilityStandardsThereislittleevidenceofadestinationefforttopromotesustainabilitystandards(sustainabilityorenvironmentalmanagementcertification,orlabellingconsistentwithGSTCCriteria)toenterpriseswithintheDestination.AlthoughtheDestinationhasstartedtotestperformanceagainstGSTCDestinationCriteriaandithasindicatedthatitispossiblyinterestedincertificationwiththeEarthCheckSustainabilitySolutionsforDestinationsProgrammethereiscurrentlynoformalpolicyorcommitmentfromthecommunityinplace.
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AtpresentDestinationJärvsödoesnotactivelymonitor,reportandpromotemembercompaniesthathavegainedsustainabletourismcertificationorwhohaveenvironmentalcertification.DestinationJärvsöshouldcommittopublishingalistofmemberswhohavegainedsustainabletourismorenvironmentalcertificationcertificateorlabellingonthedestinationwebsite.AlistofGSTCrecognizedstandardsandcertificationsystemsforHotelsandTourOperatorsarelistedontheGSTCwebsite-https://www.gstcouncil.org/gstc-criteria/gstc-recognized-standards-for-hotels-and-tour-operators/DestinationJärvsöshouldalsopromotemembercompanieswhoparticipateinSweden’sQualityLabelforEcotourism,NaturensBästaorhavegainedenvironmentallyfocusedlabelsandcertificationsystemssuchasISO,KRAVandSvanen.A12–SafetyandSecurityTheDestinationJärvsöwebsiteshouldincludesafetyandsecurityinformationrelevanttovisitors.CurrentlythereisacleargapinhowtheDestinationcommunicatessafetyandsecurityprocedures(alongwithtelephonenumbers/contactdetailsincaseoffire,accident,disasterorcrime)withvisitors.ItisrecommendedthattheDestinationwebsitebeprovidedinEnglish,orasaminimumtherebeaSafetyandSecuritysectionalongwithappropriateinformationandcontactdetailsinEnglish.AtanenterpriselevelitisrecommendedthatmembersofDestinationJärvsöberequiredtoconductannualHealthandSafetyRiskAssessmentsrelatingto:1)safetyoftransportto/fromexcursions,2)safetyoffacilitiesused,3)foodhygiene,4)personalsafetyandsecurityoftouristsonexcursions,5)animalwelfare.TheTravelFoundationmanual“AreYouReadyforBusiness”hasasectionontheimplementationofH&Ssystemsforenterprise.NaturensBästacriteriaalsocoversH&Scomplianceforexcursionsandactivities.A13–CrisisandEmergencyManagementAlthoughJärvsöasacommunitydoeshaveaCrisisandEmergencyResponsePlanitisrecommendedthatDestinationJärvsö(astheDestinationAuthority)developitsownplanthatisspecificallyfocusedonthetourismindustry.Thisplanshouldbepubliclyavailable(viadigitalcommunicationsaswellasvisibleatmemberbusinesses)andincludehowinformationissharedwiththeDestination’sresidents,enterprisesandvisitorsduringperiodsofcrisisoremergency.InadditionitisrecommendedthatthereshouldbeatourismsectorspecificaccidentandemergencytrainingprogrammesuchaswildernessfirstaidavailablefortheDestinationtravelsectorinordertoraisethelevelofexpertiseandenhancetheresponsenetworkwhenfacedwithaccidentandemergencysituations.
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AlltourismsectorpersonnelthathavebeentrainedtorespondtoaccidentandemergencysituationsorhaveFirstResponsequalificationsshouldbeclearlylistedontheDestinationJärvsöwebsiteandonrelevantsocialmedia.SectionB–MaximizeEconomicBenefitstotheHostCommunityandMinimizeNegativeImpactsCriteriaB1–EconomicmonitoringItisrecommendedthattherebeaDestinationspecificauditthatincludesalldirectandindirecteconomiccontributionsoftourismratherthansimplyrelyingonSCBandTEMdatafromthelargerserviceprovidersanddeliveredatamunicipalitylevel.Amoreexactbreakdownofemploymentdataforthe‘destination’thatistourismsectorspecificwouldbehelpful(age,genderandtypeofemploymenti.e.seasonal,year-round,jobdescription)forfuturebenchmarking.Inclusionofdatafromaccommodationprovidersunder8bedsandforcoldbedswouldalsobehelpful.Moreprecisedestinationspecificdataalongwithannual(minimum)dataoninvestmentsmadewithinthedestination’stourismsectorwouldallowthedestinationtoprovethepositiveeconomicimpactandbenefitsoftourismovertime.CriteriaB3–PublicParticipationDespitestrategictourismplanningdocumentationfromLjusdalandJärvsöemphasisingtheneedtoincludepublicparticipationindestinationplanninganddecisionmakingthereisalackofapublished,collaborativesystemfordoingthisinJärvsö.ThereisevidenceofayearlypublicforummeetingwiththeDMObutnowrittenevidencewasfoundtodocumentwhoattendedpublicmeetings(itmayexistbutifsowasnotfound)tospecificallydiscussdestinationmanagementissues.ThereisaneedforamoreeffectiveDestinationconsultativemechanismtoencouragecommunitymemberstomeetregularlyinordertodiscussthedestinationpolicyandplanningprocess.ItisrecommendedthattheDestinationconsiderasolutionsuchastheRørosHostinitiative.Althoughthisisprimarilya‘goodhost’initiativeitcreatesbuyinandparticipationforsustainabledestinationmanagementincludingregularmeetingsandforumstodiscusspolicyanddestinationsustainabilityissues.Participatingemployeesintourism,commerceandlocalgovernmentundergoacourseonlocalcultureandhistory,sothatguestsenjoyaqualityexperienceduringtheirstaythroughtheknowledgeof‘localambassadors’forthedestination.Thismechanismalsoemphasisesbuildingthedestinationthroughcollaborationandmulti-stakeholderexperiencedevelopmentcooperationthroughtheCopperCardcross-sellinginitiative.Sofar150companiesand500employeeshaveenrolledandbeenawardedtheHorseshoegoodhostcertificationinRøros.http://www.roros.no/en/certification-program-knowledge-to-be-a-good-host/
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CriteriaB5–LocalAccessThedestinationcomplieswithmonitoring,protectingandifnecessaryrehabilitatingorrestoringlocalcommunityaccesstonaturalandculturalsites,however,morecouldbedonelocallytomonitorthebehaviourandcharacteristicsoflocal,domesticandforeignvisitorstotourismsitesandattractions.ItisrecommendedthattheDestinationdevelopayear-roundsystemtoconductandpubliclyreportquantitativeandqualitativedestinationresearchinordertobetterunderstandvisitornumbers,whotheyare,theirsourcemarkets,whattheydoandwheretheygowhenvisitingdestinationnaturalandculturalsites.DeeperresearchwillhelptheDestinationanditsstakeholdersstrategicallyplan,mitigateimpactsandtakecorrectiveactionswhererequired.Currentvisitationnumbersarefairlylowtomanydestinationattractions,yetasvisitorvolumeincreaseslearningmoreaboutvisitorswillhelpmitigateimpacts,developthequalityoftheexperiencebeingdeliveredandhighlightnewopportunitiesorpotentialbarriersorbottlenecks.CriteriaB6–TourismawarenessandeducationTheauditfoundlittleevidenceofapolicyorprogrammetoraiseawarenessofthebenefitsorimpactsoftourisminJärvsö’seducationalfacilities,orinthewidercommunity.Bothtourismanditslong-termsustainabilityareofconsiderableimportancetothedestinationandwidercommunity.Howincreasedtourismwillimpactthecommunity’splanning,climatechangepolicyandenvironmentalperformancearealsokeyfactorsthatneedsdebatingsothatthecommunityandtourismsectoraremoreeducatedaboutpotentialchallenges,benefits,impactsandmitigationstrategies.Thereisalsonoevidenceoftourismcoursesbeingtaughtinschoolorcollegedespitealargenumberoflocalyouthworkingseasonallywithinthecommunitytourismindustry.Theelevationoftourismasamoreattractivevocationratherthansimplyasaseasonaljoborafirststepontheladderofemploymentisalsoanissueifthedestinationwishestoretainyoung,educatedandinnovativepeoplewithinthecommunity.TourismeducationinschoolsrelatedtoheritagecanalsohelpcreateinterestinvocationstoprotectandconservebuiltandintangibleheritagerelatedtotheHälsingegårdarandrelatedUNESCOWorldHeritagesites.Itisrecommendedthatthecommunityworkmorecloselywithdestinationeducationalfacilitiesandlocalgovernmenttobetterunderstandwheretourismemploymentopportunitieslieandtoprovideeducationcoursesandtrainingwithinkeysectorsofthetourismindustry.Thisisespeciallyrelevantfornewandinnovativetravelandtourismnichesthatcanhelpexpandthecurrenttourismseasons.Trainingwithinspecificfieldssuchashospitality(especiallyinculinaryservices),natureandspecialinterestguidingareexamplesofthis.AgoodcasestudyisofincreasingtourismawarenessandeducationishowDestinationRøros(DMO)andtheRørosMiningTownandCirumferenceUNESCOWorldHeritagesiteworkedtogethertohelpconserveprotectedbuildings.
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TheprojecteducatedyoungpeopletobecomeguardiansandchampionsoftheWorldHeritageSiteandgenerateownership,knowledgeablecommunicators,greetersanddecisionmakers.TheheadmasterofRørosPrimarySchoolworkedwithRørosMuseumtoconceivethe‘AdoptaHouse’projectwherestudentsweregiventheresponsibilityofmonitoringparticularhousesinordertocombatvandalism.‘WorldHeritageinYourHands’wasorganisedbyRørosUpperSecondarySchoolanddelivered4internationalworkshopswherestudentsreceivedpracticaltrainingandskillsinheritageguidingandconservation.http://whc.unesco.org/sustainabletourismtoolkit/guide-4-–-case-study-røros-mining-town-and-circumference-norwayCriteriaB8–SupportforCommunityThereiscurrentlylittleevidenceofaDestinationinitiativeandsystemtoenableandencourageenterprises,visitors,andthepublictocontributetocommunityandsustainabilityinitiatives.Currentlytherearenodestinationendorsedororganiseddonationstrategiesthatprovidesupportforcommunity,heritage,biodiversityconservationprojectsortourism/leisureinfrastructuredevelopmentprojects.AnySMEswithinthedestinationthatarelabelledbyNaturensBästaarerequiredtoindividuallysupportprojectsofthisnatureinordertocomplywiththelabellingcriteria.ItisrecommendedthattheDestinationconductresearchandholdpublicforumstodeterminethelikelysupport(oropposition)fortheestablishmentofdestinationwidevoluntarydonationstrategiesand/orvolunteerismprogrammes.Ideascouldincludeexploringthepossibilityofrestorationofimpactedhabitats(includinghabitatregenerationandthereplantingofnewnativetreesspeciesthatabsorbhighlevelsofcarbonfast)orthelongtermprotectionofoldgrowthforestthatkeepscarbonlockedupandprovideshealthy,attractivehabitatfornaturebasedtourismthatmayotherwisebelosttothedestinationbylogging.Carbonoffsettingandrestorationprojectssupportedbydestinationenterprisescaninvolvelocalschoolsandvisitorstothedestination.OnesuccessfulEuropeancasestudyisNurtureLakelandintheUK-http://www.nurturelakeland.org.NurtureLakelandsupportsawiderangeoflocalconservationprojectsandeachyeartheyraiseover£2millionthroughasimplewayofinvitingdonationsfromvisitorswhofeelinspiredtoputsomethingbackintothedestination.AnothergoodexampleofastrategythatsupportscommunitiesisTravelOregon’sPhilanthropyFundandtheirSustainableBusinessChallenge.http://traveloregon.com/see-do/.TheOregonTravelPhilanthropyFundsupportsprojectsthatpreserveOregon’snaturallandscapesandculturalheritageforvisitorsandlocalstoenjoy.ThewebsiteencouragespotentialvisitorstoseekoutTravelOregonForeverparticipatingbusinessesviaalinktothem.ThesebusinessesmakecontributionstotheFundandarecommittedtomakingOregonagreatdestination,nowandforever.
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ClosertohometheKungsledentrailmaintenancedonationstrategyandtheHemavanTärnabyMervärdemodeloffersinspiration.http://www.ilovekungsleden.sehttps://www.hemavantarnaby.com/om-oss/mervarde-hemavan-tarnaby/Thesetypesofstrategieshelptobuildbrandloyaltyforthedestination,however,tryingtoimplementanystrategythatisnotledbyawellrespectedlocal/regional‘champion’ororganisationwithbroadbasedgrassrootssupportwillleadtoalackofacceptanceandimpactthesuccessofanydonationbasedstrategy.Furtheranalysisofthefundingneedsofprojectsrelatingtoheritageandnatureaccess(trailsystemsetc.)isrequiredalongwithpotentialjointfundingwithLänsstyrelsen.TheanalysisshouldbecoordinatedbytheDestinationAuthoritybringingtogethertheJärvsörådet,Länsstyrelsenandallactivestakeholdersincludingactivityclubs,conservationorculturebasedorganisationsandlocallandowners.CriteriaB9–SupportingLocalEntrepreneursandFairTradeAlthoughthereisevidencethatthedestinationhasasystemtosupportSMEsandthereisgoodevidenceofthedestinationpromotionofsomelocalgoodsandservicesthesupportisrathermoreorganicthansystematic.FurthermorethereisnoevidencethatthedestinationandSMEshaveanadoptedsystem,orapreferencepolicyforthelocallysourcingofagriculturalproduceandcrafts,fortheuseofartisansuppliers,orpreferenceforfairtradegoodsinthelocaltourismvaluechain.ThereisalsonoevidenceofadestinationpolicyofvaluecreationthatencouragesdestinationSMEstodevelop,promoteorcross-selllocalsustainableproductsorservicesthatarebasedonlocalnatureandculture.DestinationRørosprovidesgoodcasestudiesrelatedtothedevelopmentoflocalsystemstoencouragecommunitybasedsupplyandvaluechainsandhowsustainablevaluecreationcanbeleveragedthroughthedevelopmentoflocalprideandknowledge(GoodHostProgram)alongwithpromotional/distributionstrategies(Rørosmat)andcross-sellingmechanisms(theCopperCard).http://www.roros.no/en/certification-program-knowledge-to-be-a-good-host/http://www.roros.no/en/local-food-in-destination-roros/https://rorosmat.nohttp://www.roros.no/en/sustainable-value-creation/
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SectionC–MaximizeBenefitstoCommunities,VisitorsandCulture;MinimizeImpactsCriteriaC1–AttractionProtectionAlthoughtheDestinationhasamanagementsystemtoprotectnaturalandculturalsitesthroughlegislationthatisadministeredbyLänsstyrelsenandthemunicipalitythereisalackofevidencefordestinationspecificpoliciesandsystemstomonitor,measureandmitigatetheimpactsoftourismatsitesandattractions.IftheDestinationisprojectingtourismgrowthitneedsadestinationspecificpolicyandmanagementsystemtominimiseandmitigateriskstocultureandnatureduetotheimpactoftourism.Acollaborativeapproachtoeducationandmitigationisadvisedbetweenpublic,privateandNGOsectors’.TheVisitorCenterfortheDecoratedFarmhousesofHälsinglandWorldHeritageandHembygdsföreningcanplayanimportantroleinculturalheritageeducation;andtheRovdjurscentretDe5Storacanplayasignificantroleasa‘educationgateway’toDestinationnaturethroughawiderroleinvisitoreducationandguidetrainingfornature-basedexperiences.DestinationstakeholdershaveexpressedtheneedforaplansimilartothatadoptedbyTällbergthatregulatesdevelopmenttoensuretheDestinationremainsattractiveandretainsit’suniquecharacterandsenseofplace.Thistypeofcommunity-basedstrategycanalsohelptoprotectimportanturbanandruralviewshedsandlandsthatarenotlegallyprotectedfrombeingnegativelyimpactedbyproposeddevelopmentprojects;orfromtheclear-cuttingofenvironmentallyattractiveorscenicallyimportantviewshedsbytheforestryindustry.CriteriaC2–VisitorManagementThisisacountyandmunicipalresponsibilitywiththedestinationinvolvedasastakeholderinordertoaddthetourismsectorsviewpoint.Theredoesnotappeartobeanyspecificpolicyordocumentationrelatedtothedestinationhavingimplementedavisitormanagementplanthatincludesmeasurestopreserve,protect,andenhancenaturalandculturalassets.Järvsöisaimingtoincreasevisitationandcreate500newjobsthroughtourism.Inordertomaximisethebenefitsoftourism,whileminimisingtheimpactonthelocalcommunityandenvironmentthereisaneedtocreateadestinationwiththeappropriatenumberofvisitorsfordestinationinfrastructure.Inordertodeliverahighqualitydestinationwhileachievingthegoalofbalancingtheneedsofvisitors,communities,enterpriseandconservationacomprehensivevisitormanagementplanisrequired.Asuccessfulvisitormanagementplanrequiresquantitativeandqualitativeknowledgeofvisitornumbersandactivitiesundertakeninthedestinationaswellasaccurateinformationonvisitors’needsandwishes.Theaimofvisitormanagementisnotonlytoobservevisitorsandreportaboutthem,butthemanagementhastodealwiththevisitorflowsandactivities
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sothatnegativeimpactsonculture,natureandthewiderenvironmentareminimised.Thereisaneedtoimprovetechniquestogatherinformationaboutvisitorsthroughsystematicvisitormonitoring.Themorethedestinationunderstandsaboutitsvisitorsi.e.monitoringtheirprofiles(age,interests,placeofresidence,nationalityetc.),wheretheygo,whattheydoandwhatinfrastructureandservicestheylack/requiretomaximizetheirexperiencethemoretheDestinationcandotorestoreandenhancenaturalandculturalattractionsandsitesofinterest.ItisrecommendedthattheDestinationlookatenhancingculturalandnaturalsitesandattractionsthroughinvestinginnichespecificeducationalmaterials,signageandguidingforinteresteddestinationstakeholders.ThistypeofinitiativewillimprovequalityandhelptoenhancetheDestinationexperienceforvisitors.NGOpartnerscanplayasignificantroleindevelopingeducationalmaterials,andhelpingwithguidetraining.CriteriaC3–VisitorBehaviourAlthoughtherearebasicculturalandenvironmentalguidelinesavailablethroughLänsstyrelsenandtheDecoratedFarmhousesofHälsinglandWorldHeritage,thedestinationdoesnotcurrentlyhaveacomprehensiveandcoordinatedstrategyforregulatingvisitorbehaviouratsensitivenaturalorculturalsitesthroughoutthedestination.Thisisinpartduetothelackofavisitormanagementstrategy.Therearefewifanyculturalandenvironmentalguidelinesrelatedtovisitorbehaviouratsensitivesitesandthedestinationlackscodesofpracticefortourguidesandtouroperators.Itisrecommendedthatthedestinationshoulddevelopasingledestinationpolicyrelatingtothevisitationtoculturalandnaturalsitesinrelationtovisitors,tourguidesandtouroperators.ThistaskshouldbecoordinatedincollaborationwithLänsstyrelsen,theDecoratedFarmhousesofHälsinglandWorldHeritage,Rovdjurscentret,relevantNGOsandthemunicipalityastheyhaveexpertsworkinginthefieldsofculturalandnaturalheritageprotectionandriskassessment.CriteriaC4–CulturalHeritageProtectionTheDestinationcomplieswithnationallegislationforprotectionandenforcementinrelationtoculturalheritageandrelatedartefacts.DestinationJärvsöalsohaveastrongtrackrecordintheconservingculturalheritageandpromotingtheDestination’sDecoratedFarmhousesofHälsinglandWorldHeritageandassociatedculturalheritage.ItisrecommendedthatadditionalstrategiesshouldbedevelopedtobettercommunicatetheuniqueculturalexperiencesthatcanbeenjoyedwithintheDestination.ThedevelopmentofSignatureExperiencesfortheDestinationcouldbeenhancedthroughtheincorporationofintangibleculturalheritagesuchassong,dance,music,art,literatureandcrafts.
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CriteriaC5–SiteInterpretationItisrecommendedthatanaturalandculturalsiteofinterestprioritylistbedevelopedonceafullinventoryofalldestinationsitesofinterestiscompiled.Thelistwouldbecompiledinconsultationwithpublicandprivatesectorexperts(tourism,specialinterestandconservation)andcoverkeyculturalandnaturalsitesofinterestwhereinterpretiveinformationandguidingisprovidedinSwedish,EnglishandwheredemandrequiresinGerman.InformationisavailableinEnglishattheDestination’skeyattractionsitesofStenegårdattheDecoratedFarmhousesofHälsinglandWorldHeritageVisitorsCenter,RovdjurscentertheBig5andJärvzooaswellasontheirwebsites.Thereis,however,alackofadestinationpolicytoprovidemorecomprehensiveinformationandcommunicationsinEnglishandotherforeignlanguages.ThelackofanEnglishversionoftheDestinationJärvsöwebsite(withappropriatecontentcompliedwithcommunitycollaborationandtranslatedintoEnglish)iscurrentlyabarriertoattractingandengagingwithnon-Swedishclients.IfJärvsöhasaspirationstogrowandmeetlocalaswellasnationaltourismgrowthtargetsitshouldplantoattractandcommunicateefficientlywithoverseasvisitorsduringtheirentire“pathtopurchase”journey(advocacy,awareness,research,planning,booking,exploring).
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SectionD–MaximizeBenefitstotheEnvironmentandMinimizeNegativeImpactsCriteriaD10–SolidWasteReductionDespiteaveryeffectiveDestinationwastemanagementpolicyandsystemoverseenbythemunicipalityandimplementedbyLjusdalEnergimorecouldstillbedonetoreducesolidwastecreatedbytourism.DestinationJärvsöhasarrangedtrainingworkshopsinenvironmentalpolicyandwastemanagementthroughKristinaKylinandfrom2018foodwastefromindividualsandbusinesseswillbeseparatedandcollectedforbiogasandfertilizerproduction.ItisrecommendedthatDestinationJärvsöshouldhaveitsownDestinationsolidwastemanagementpolicyfortourismwithafocusonrecyclingforindividualsandcompaniesthatwishtorenttheirpropertiesouttovisitorsthroughitson-linebookingsystem.Policyshouldalsobeextendedtominimizationandrecyclingofsolidwastecreatedbypassthroughtrafficandbyhusvagn/husbilownerswhostayovernightinthedestination.Improvedfacilities,recyclingoptions,thecollectionofwasteatallkeyattractionsitesandavisitorawarenesscampaignwouldhelpcreateapositiveviewofJärvsöasaclean,greenandsustainabledestination.ThereiscurrentlynoDestinationPolicyorstrategythatfocusesonreducingoreliminatingtheuseofbottledwaterbytourismstakeholdersalthoughsomeDestinationstakeholdershavealreadyreplacedbottlewaterformoresustainabledrinkingwaterdeliverymethods.TheadoptionofaDestinationrefillstationsystemforpersonalwaterbottlesshouldbeconsideredwithrefillpointsbeingpromotedviaweb,socialmediaandDestinationApps.CriteriaD12–LowImpactTransportationPublictransportationisundertheauthorityofregionalandnationalauthoritieswithRegionGävleborghavingaregionaltransportstrategywithcoordinatedinvestmentthroughTrafikverket.TheDestinationhasfastandefficientraillinksfromStockholmandArlandaAirportandincreasedrailtraffichasbeenaddedregionallybetweenLjusdalandJärvsö.DestinationJärvsörecognisestheneedforacoordinatedandsystematicapproachtolowimpacttransportationandhavecompletedananalysisandprojectplanforlowimpacttransportationbasedonaworkshopwithstakeholders–SammanställningStrategierförhållbaratransporter.LinkinglowimpacttransportationsolutionswithSlowTourismandthedevelopmentofDestinationSignatureExperiencescanprovidetheDestinationwithanattractiveandsustainablereasontovisitthedestination.DestinationJärvsöisalreadyfocusingonbikingtourismstrategythatwillbecoordinatedwithregionalpartners.DevelopingwalkingandleisurecyclingSignatureExperiencesthatlinktheDecoratedFarmhousesofHälsingland
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WorldHeritagesitesandprovideauthenticcultural,heritageandculinaryexperienceswouldhelptheDestination’svisibilityandinternationalappeal(UNESCOandNationalGeographicarecurrentlydevelopinganewWorldHeritageJourneysofEuropeprojectandheldaworkshopforEuropeanUNESCOsitesontherouteinFalunduringtheearlysummerof2017.TheworkshopwascoordinatedwithVisitDalarna).InspirationcanalsobedrawnfromtheawardwinningsoftmobilityprojectAlpinePearls-https://www.alpine-pearls.com/en/about-us/alpine-pearls/.AlpinePearlsisbasedoninter-modelsoftmobilitytransportoptions.AlpinePearldestinationsfocusonactive,slowadventurespromotingenvironment,nature&culture,outdooractivities,wellbeingandculinaryarts.Asampleofactivitiestheypromoteincludehiking,walking,Nordicwalking,mountaineering,climbing,bicycling,mountainbiking,swimming,rowing,watersports,horsebackriding,horse-drawncarriages,paragliding,cross-countryskiing,biathlon,Alpineskiing,snowboarding,skitouring,skimountaineering,iceskating,snowshoeing,sledding.ItisrecommendedthatDestinationJärvsöfocusonapolicyofpromotinghumanpoweredsoftmobilityoptionsindestinationandtheeaseofuseandlowimpactofaninter-modelchainoftransport(train,taxi,collectivebusservices,walking,cycling)fromStockholm/ArlandaAirport.
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SummaryofKeyRecommendationsSectionA
• OfficiallydelineatedestinationboundariesthatfitthescaleandscopeofJärvsö’ssustainabledestinationgoalsanddevelopmentstrategies.
• PursueaformallettersupportfromJärvsöParish/Järvsörådetandallleadingdestinationstakeholders,includingLjusdalMunicipalityfortheformaladoptionoftheGSTCDestinationCriteriaasapolicyandplanningframework.
• Continuetobuildcommunitybuy-inandfinancialsupportfor:
i. Long-termparticipationinaplanningsystemandframeworktobenchmark,certify
(GSTCAccredited)andimprovetheDestination’senvironmental,cultural,socialandeconomicperformance
ii. Thefundingofprojectstoinclude(butnotlimitedto):developmentofinterpretiveguidelinesandmaterials;forarangeofqualitativeresearch;compilinganinventoryandprioritisationofassetslist;forthedevelopmentofnewnichetourismsegments,associatedinfrastructureandguidetraining;andfortheplanning,testingandlaunchingofdestinationSignatureExperiencesbasedontheDecoratedFarmhousesofHälsinglandWorldHeritage‘theme’.
• OfficiallynominateandconfirmDestinationJärvsöastheDestinationAuthority.
• Bringtogether(withpublicconsultation)aDestinationGreenTeamdrawnfromallpartpartsofthecommunityincludingprivate,public(ParishandRegional)andNGOsectors.
• Createapolicyandmanagementplanfocusedondevelopment,trainingandapromotionalstrategytoaddresstourismseasonalityvariabilityandnichetourismsegments.
• CreateandpubliclypublishadestinationspecificwhitepaperontheimpactsofClimateChangeandhowDestinationJärvsötourismsectorisworkingtominimizeandmitigatetheimpactofclimatechange.
• NurtureDestinationStewardshipbytappingintolocalknowledge,passionsandspecialinterestexpertise.ConnectcommunityandtourismentrepreneurstodiscusstheDNAofJärvsöalongwiththedevelopmentofkeytourismnichesandsignatureexperiencesthathelpsustainorenhancethegeographicalcharacterofthe‘place’–itsenvironment,culture,aesthetics,heritageandwellbeingofresidents.
• IntegrateJärvsö’ssustainabletourism‘story’intothedestinationbranding,
marketingandstory-tellingandimproveinternationalvisibilitybyprovidingdigitalcontent,printmaterialsandrelevantsignageinEnglishaswellasSwedish.
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• Developadestinationpolicyforthosevisitorswithdisabilitiesorthoseneeding
physicallyimpairedaccesstokeydestinationnaturalandculturalsitesofinterestandattractions.Thepolicyshouldalsoincludethedeliveryofinterpretivematerialsforthosewithvisualandhearingimpediments,bothinSwedishandEnglish.
• Developapolicyandmanagementsystemforqualitativeandquantitativeresearch
relatedtothebehaviourandcharacteristicsofvisitorstothedestination’snaturalandculturalsitesofinterestandattractions.Thisinformationwouldhelpdeterminesourcemarkets,socio-economicdata,interestsandnichetourismsegmentsandtransportationpatternsaswellasspendanddwelltimedata.DatacollectiononvisitorperceptionsonsustainabilityandJärvsö’ssustainabilityperformancewouldalsobeinformative.
• DevelopaDestinationpolicytoencourageandpromoteenterprisesthatparticipateinsustainabletourismcertificationorenvironmentalmanagementsystems.Certifiedenterprises(indicatingthosethathaveachievedGSTCrecognisedcertification)shouldbelistedinanewsustainabilitysectionoftheDestinationJärvsöwebsite.
• TheDestinationshouldconductanannualtrainingcourseincrisisandemergency
responsefortourismenterprises.Destinationcrisisandemergencyplanninginformationshouldbeavailable(SwedishandEnglish)ontheDestinationJärvsöwebsitealongwithindividualsandcompaniesthathaveWildernessFirstAidcertificationoraretrainedFirstResponders.
• Destinationserviceprovidersthatofferbiking,hiking,riding,skiingandother
outdooractivitiesshouldberequiredtoconductanannualHealthandSafetyRiskAssessmentandSOPs(StandardOperatingProcedures)foralltheirexcursions,activitiesandguidetraining.ForeignvisitorsarenotalwaysawareoflocaletiquetteonskislopesoronroadsortrailsandoverseastourismpartnersoftenrequireannualriskassessmentsalongwithSOPs.
SectionB
• AspartoftheSustainableDestinationPolicycreateaSustainabilityCharterforprivate,publicandNGOsectorsaswellasothercommunitystakeholders.TheCharterwouldoutlineanumberofkeysustainabilityprinciplesthatsignatoriespledgetoadhereto.ChartersignatoriescanmeetregularlyandliaisewiththeDestinationAuthorityonDestinationmanagementissues.
• Createapolicyandeducationalstrategy(includingforuseinschoolsandhighereducationfacilities)tocommunicatethelocalsocio-economicbenefitsoftourismandprovideopportunitiesforthehostpopulationtocontributetowardsgoalsandconcerns.
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• Developastakeholderendorseddonationstrategythatprovidessupportforheritageprojects,biodiversityconservationprojectsortourisminfrastructuredevelopmentprojects.
• CreateaDestinationdevelopmentpolicy,systemandpromotional/salesmechanismtosupportinglocalSMEsindevelopingpreferredsupplychainsforlocalsustainableproductsandservices.Participantscouldincludelocalartisans,farmers,publicsector,NGOsectorandsuppliersinthetourismvaluechain.
SectionC
• Conductcomprehensivevisitorbehaviourresearch(qualitativeandquantitative)anddevelopavisitormanagementplanandsystemtohelpminimizedestinationimpactswhilstmaximizingthevisitorexperience.Iffundingislimitedkeyvisitationorattraction‘hotspots’canbeinitiallyfocusedupon.
• Createapro-activedestinationpolicyandeducationsystemtosupportsustainabilitystandardsforenterprisethatareconsistentwithGSTCCriteria.ThismaytaketheformofworkshopsdesignedtoeducatelocalenterpriseonthebenefitsofsustainabletourismorenvironmentalcertificationorlabellingalongwithaninsightintothevariousoptionsavailableandwhichareGSTCrecognised.
• Developasinglesetofdestinationcodesofconductforvisitors,aswellas
operationalguidelinesforguidesandtouroperators.
• Conductpublicconsultationtoidentifylocalintangibletourismassetsthatcanbeintegratedintothedestinationsustainabilitystoryandsignatureexperiences.
• Conductapublicreviewoftheinterpretiveinformationthatisavailabletovisitorsat
theDestination’sculturalandnaturalsitesofinterest.EnsurethattheapprovedinformationisavailableinSwedish,Englishandwhereappropriateothertargetgrouplanguages.
• Developtrainingmaterialsandarrangecoursesintheuseofinterpretiveinformationforguidingatkeysitesofinterestandforfuturenicheactivitysegments.EnsuringthatthedeliveryofknowledgebylocalguidesisavailableinSwedish,Englishandotherrelevantlanguages.
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SectionD
• Developapro-active(ratherthandiscretionary)destinationpolicyfortheeducationofenterprisesrelatingtothemeasurement,monitoringandminimizationofenergyconsumptionandgreenhousegasemissions.
• Establishadestinationwidepolicyforthephasedreductionandeventualeliminationoftheuseofbottledwaterwithinthedestination’stravelandtourismsector.Policywouldalsoincludedesignatedwaterrefillstationsthroughoutthedestination.
• Developastrategyforusingandpromotingsoftmobilityandintermodaltransport
options(collectivebusservices,walking,cycling)toandwithinthedestination,especiallyfocusingonthepromotionoffast,efficientandlowimpacttraintraveltoreachthedestinationfromStockholm/ArlandaAirport.
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NextStepsThekeychallengeandnextstepforJärvsöasadestinationrelatetothefundingandimplementationofacommunitywide,stakeholderapprovedsustainabilitypolicy,actionplanandplanningframeworkthatwillallowtheDestinationofJärvsötomeasure,monitorandreportitsECSEperformance.TheimplementationofaSustainableDestinationsProgramandplanningframeworkwouldhelpempowerthelocalcommunitytodevelopacollectivevision,createpolicyanddevelopanactionplantoachievesustainableoutcomeswhileaddressingsocialconcernsandprotectingdestinationculturalandnaturalassets.Accesstopublicfundingtodeveloppolicy,benchmarkandcertifyisofcoursecriticaltothelong-termsuccessofanySustainableDestinationProgramme.
PledgetoadheretoGSTC
DestinationCrietria
#1Education&Trainingof
KeyLeaders&Stakeholders#2
Assessmentofcurrent
sustainabilitypoliciesandpractices
#3
FormationofaDestination'GreenTeam'ledbytheDestinationAuthority
#4 PolicyMaking&Benchmarking
Phase#5 GSTC-AccreditedDestinationCertication#6
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GSTCStandardsforDestinationsThereareanumberofdestinationstandardsthatarerecognisedoraccreditedbyGSTC.GSTCAccredited“BeingcertifiedsustainablebyaCertificationBodythatisGSTCAccreditedmeansthatyourdestinationcomplieswiththehighestsocialandenvironmentalstandardsonthemarket.Aspublicconcerngrowsabouttheharmfuleffectsandthepositiveimpactsoftravelandtourism,certificationprovidesyouacrediblesolutiontocomplexenvironmentalandsocialissues…Travelprovidersshouldproudlydisplayinformationregardingtheircertificationandthecertifyingbodythatissuedit.Doingsoinformsyourstakeholders–fromcustomerstoownershipandtoyoursupplychain–thatyourbusiness/destinationisoperatedwithsoundmanagementthatthatlookstothefutureandnotmerelytoday”–GSTC.CurrentlyEarthCheckistheonlyGSTC-AccreditedCertificationBodyforDestinations,allowingcertifieddestinations’tousebothEarthCheckandGSTClogosintheirpromotion.https://www.gstcouncil.org/certification/become-certified-destination/GSTCRecognisedAnumberofStandardsforDestinationsarealsoRecognisedbyGSTC.https://www.gstcouncil.org/gstc-criteria/gstc-recognized-standards-for-destinations/ARecognisedStandardisonethatadherestoandareequivalenttoGSTCCriteria.Thesestandardsinclude:BiosphereResponsibleTourismEarthCheckCommunityStandardGreenDestinationsStandardMountainIDEALDestinationsStandardGSTCRecognisedNationalStandardsInadditionanumberofcountrieshavedevelopedtheirowndestinationsustainabilitystandardsthatarebasedonfullcompliancewithGSTCDestinationCriteria.DestinationJärvsöcouldwaitandhopethatSwedenestablishesaNationalStandardthatisalignedtoGSTCCriteriaforDestinationsandgainedRecognisedstatusbyGSTC.AlthoughthisisalogicalstepforSwedentherehasasyetbeenlittleinterestinimplementingGSTCCriteriaatanationallevel.
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EarthCheckCertificationSustainableDestinationsProgrammeTheEarthCheckSustainableDestinationsprogrammerequiresdestinationstomeasureperformanceusingquantitativebenchmarkingindicatorsthatarebasedonAgenda21Principles.AparticipatingDestinationwillberequiredtomeasure,monitorandmakeon-goingimprovementsinthefollowingkeyperformanceareasoutlinedbelow.BenchmarkingtakesplaceinPhase1oftheDestinationCertificationProcess.Thebenchmarkingperiodis12monthsforwhichBenchmarkingdataisassessed.TheBenchmarkingperiodmaybeany12monthsperiodbutmustbethesameperiodforeachannualbenchmarkingassessment.KeyPerformanceAreas
1. Energyefficiency,conservationandmanagement2. Greenhousegasemissions3. Airqualityprotection,noise&lightpollution4. Managementoffreshwaterresources5. Wastewatermanagement,drainageandstreams6. Ecosystemconservationandmanagement7. Landuseplanninganddevelopment8. Transport9. Solidwastemanagement10. Managementofenvironmentallyharmfulsubstances11. CulturalandSocialManagement12. Economicmanagement
BenefitsofEarthCheckBenchmarking,CertificationandbeingaGSTC-AccreditedDestinationBenchmarkingwithEarthCheckperformanceindicatorsprovidesfeedbackonrelativeperformanceanddemonstratestostakeholdersaresponsiblecommitmenttohighstandards.Itcanalsoprovidethemeansto:
• Reducecosts;• Meetsustainabilityrequirementsandtargets;• Assistincompliancewithgovernmentregulation;• Supportinternalmanagementreportingonperformance;• Promoteexternalperformancereporting;• Acceleratecertificationandqualityassurance;and• Enhancedestinationpublicimage.
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CertifiedDestinationscanalsobenefitsubstantiallybytellingtheirdestinationsustainabilitystoryinmarketing,mediaoutreachandsocialmedia.GSTC-AccreditedCertificationandmetricbasedoutcomesalsoprovidescredibilityforawardsubmissionssuchastheWorldTravel&TourismCouncil’sTourismforTomorrowAwardsandtheNationalGeographicWorldLegacyAwards.
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Annex1GlossaryofTermsDMO-DestinationManagementOrganisationECSE–Environmental,Cultural,Social,Economic(Performance)GAP-AcomparisonofactualperformancewithpotentialperformanceGSTC–GlobalSustainableTourismCouncilH&S–HealthandSafetyMICE–MeetingsIncentivesConferences&EventsNGO–Non-GovernmentalOrganisationSCB–StatisticsSweden(StatistiskaCentralbyrån)SME–SmallandMediumSizedEnterprisesSOP–StandardOperatingProcedureTEM–Statisticalsurvey-TourisminSwedenUSP–UniqueSellingPropositionthatallowsaproduct,service,companyordestinationtostandoutfromthecompetition.DefinitionsPathtoPurchase–thestagesavisitorinteractswithinbounddestinationcontent&marketingbeforetheybecomeaclient:advocacy>aware>ondreamlist>onconsiderationlist>planning&research>booking&travelarrangements>exploring.Destination–adefinedareaorregionthatisundertheauthorityorjurisdictionofalocalappointedorelectedbody.DestinationAuthority–typicallythedesignatedcollectorandauthoriserofallinformationusedformeetingannualbenchmarkingand/orcertificationrequirements.GreenTeam–alocalorregionalteamdrawnfromarangeofrepresentativesfrompublic,privateandNGOsectorsthathelpsupporttheDestinationAuthority.HeroProducts–AnauthenticandiconictourismattractionorexperiencethatrepresentstheessenceoftheExperienceandwillbea’mustseordo’experienceforvisitorstothedestination.SignatureExperiences–Destinationspecificexperiencesthatcombineproducts,activities,attractions,storiesandtheinteractionbetweenthem;connectingthevisitorwiththelocalareaanddeliveringonthedestination(brand)promise.ASignatureExperiencemustbeacompellingstoryandshouldhaveatleastoneheroproductatitsheart.SoftMobility–Sustainable,climatefriendly,energyefficienttransportsolutions(oftenhumanpowered)thatarespecificallyrelevanttotheoutdoorstourismandrecreationsector.
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Annex2StakeholderMappingRoundTableWorkshopattendance,13thNovember2018,Järvsö.
Deltagarepersoner
Ljusdalskommun Kommunstyrelsensordförande LarsMohlinOppositionsråd MarkusEvensson
Kommunchef NiclasBremefors
SamällutvecklinsutskottetsOrdförande JonnyMill
Turismansvarig Jennynorberg
Näringslivschef StefanWennerstrand
Samhällsutvecklingschef LarsNorin
Gata-parkchef EmmaNordebosnygg
Miljöstrateg HenrikNumelin
KommunEkolog NiklasSvenssonInformationsstrateg PerJonssonLjusdalsenergi LenaBergsten
AnsvarigTillgänglighet MariamusitoWest
LänsstyrelseniGävleborg
Miljömålsamordnare PaulaLenningeröld
RegionGävleborg
Näringslivsstrateg LenaLejerström
DestinationJärvsöAB Styrelse OlleFack
Styrelse KatharinaSvender
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Styrelse JensLarsson
Ledningsgrupp MariaChristensen
Ledningsgrupp Anna-LenaWallin
Ledningsgrupp MariaRosén
Ledningsgrupp FilipHögberg
Projektgrupp+Styrgrupp RolandHamlin
Projektgrupp+Styrgrupp LenaAune
Företag-Boende
JärvsöBaden IngerÅngström
Bergshotellet AndersBuchtAlpus JanÖsterman
Gästgivars/Hälsingegården AndreasLönnmo
Alpbyn SaraMalmqvist
Öhmansfastigheter JohannaochJuliaÖhman
Företag-Aktiviteter Järvsöbacken PeterAugustssonJärvzoo JensLarsson
UpplevJärvsö PelleNyberg
RovdjurscentretDe5stora BennyGävfert
Harsa VeronicaSnaar
Stenegård PiaHedblom
ProjektHälsingegårdar Charlotta
järvsöbergscykelpark larsLööv
Företag-Matproducenter
Bredängetomater MagnusHedin
Tevekvarn/tevsjödestilleri AnnaLarssonJonasLarsson
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Jarsemål MonikaBjörklundLjungströmskök JennySundqvistEftertanken SuneochMarieFrost
JärvsöCrepperie MalinNäsman
ÖvrigaIntressen Järvsöhållbarhetsforum AnnaEsbjörnsson,Järvsöhållbarhetsforum CarinaFrost
Järvsörådet Myfransson
Stosskifteslaget GiselaBergman
Projektledare MäritAndersson
HandelsbankeniJärvsö NiklasPersson
Järvsörådet JakobSilen
Järvsörotary/föreningar AnneTessman
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AssessorProfileNeilRogersisaninternationaltourismconsultantlivinginStockholm,Sweden.HehaspreviouslyworkedwithDanJonassontodeliverRapidAssessmentsoftheReadinesstoComplywithGSTCDestinationCriteriaforÅreDestinationandKirunainSwedishLapland/KLEF.HeisamemberoftheGSTCandthepast-ChairmanoftheDestinationsWorkingGroupattheGlobalSustainableTourismCouncilhttps://www.gstcouncil.orgHehasbeenapastJudgeandAssessorfortheWorldTravelandTourismCouncil’sTourismforTomorrowAwardshttps://www.wttc.org/tourism-for-tomorrow-awards/andisacurrentBoardMemberoftheAdventureTravelConservationFundhttp://adventuretravelconservationfund.org.
Rogers&CoABMjölnarvägen2213131Nacka.Mobil:0046(0)727327262E-Post:[email protected]
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