Sustainable Tourism thrive destinations by Sabah, Malaysia – Did you know? Natural heritage destruction by human made is the highest rate compare to the scourge. If you ever travel, you are either wittingly or unwittingly part of a delicate and complicated morass facing today’s tourism destinations: How do we attract and service the greatest number of tourists without causing irreparable change or damage to the destination’s resources? This is followed by a question that is still begging for an answer: Is the notion of sustainable tourism one that can truly be achieved in a practical, capitalist-minded world?
Most of us would agree in our travels we want to enjoy ourselves and do it in a way that causes “the least harm.” We want to maintain precious resources such as air, water, marine habitats and species, animal populations and indigenous peoples. However, in certain cases, tourism has been an actor in a tableau vivant of lost resources in various places around the world.
In most development scenarios, sustainable tourism is thought of in terms of whether the tourism itself is sustainable (economically viable over a long period of time) not whether the tourism is doing the least amount of harm to resources. This is not to say development impacts are not considered through required regulations but clearly the facteur principal of development is capitalism.
“Purposeful travel to natural areas to understand the culture and natural history of the environment, taking care not to alter the integrity of the ecosystem, while producing economic opportunities that make the conservation of natural resources beneficial to local people.” – The International Ecotourism Society.
Ecotourism also seeks to reduce its impacts on the area visited. It also contributes to the conservation of natural areas and the sustainable development of adjacent areas and communities, generating further awareness among resident and nearby populations and visitors.
Although a relatively new part of the tourism industry, ecotourism has spread rapidly throughout the world. The most popular ecotourism destinations are spread relatively evenly throughout the world and include sites in Central and South America, Canada and the USA, Antarctica and Australia.
Another important ecotourism destination is Africa. For example, tourism plays a hugely significant role in Kenya’s economy, contributing to approximately 25% of the country’s GDP. Wildlife tourism to Kenya’s numerous National Parks and Reserves represents a substantial part of this, with around 70% of tourism revenue in Kenya coming from wildlife tourism.
A study of Amboseli National Park in Kenya determined that each lion there was worth $27,000 and each elephant herd as much as $610,000 in tourist revenue per year.
Objectives is to appreciate the benefits and problems arising from various forms of tourism, especially in terms of social equity and the environment; to develop a critical awareness of the ways in which tourism can enhance the welfare of people and protect our natural and cultural heritage and; to promote a personal commitment to forms of tourism that maximize rather than detract from sustainable human development and environmental quality.
The physical-ecological component of sustainable tourism comprises all fixed and flexible components of the natural and cultural environment as well as infrastructure. The fixed component refers to the capacity of natural systems. Occasionally, it is expressed as ecological capacity, assimilative capacity, etc. The components cannot be manipulated easily by human interference. The limits can be estimated, they should be carefully observed and respected as such. The flexible components refer primarily to infrastructure systems like water supply, sewerage, electricity, transportation, social amenities such as postal and telecommunication services, health services, law and order services, banks, shops and other services. The capacity limits of the infrastructure components can rise through investments in infrastructure, taxes, Organizational -regulatory measures, etc. For this reason their values cannot be used as a basis for determining carrying capacity but rather as a framework for orientation and decision-making on management action options.
Besides that, the socio-demographic component refers to those social aspects which are important to local communities. They relate to the presence and growth of tourism. Social and demographic issues, such as available manpower or trained personnel, etc. Also including socio-cultural issues such as the sense of identity of the local community or the tourist experience etc. Some of these can be expressed in quantitative terms but most require suitable socio-psychological research. Social capacity thresholds are perhaps the most difficult to evaluate as opposed to physical-ecological and economic ones since they depend to a great extent on value judgments. Political and economic decisions may affect some of the socio-demographic parameters such as, for example migration policies. Social carrying capacity is used as a generic term to include both the levels of tolerance of the host population as well as the quality of the experience of visitors of the area.
The political-economic component refers to the impacts of tourism on the local economic structure, activities, etc., including competition to other sectors. Institutional issues are also included to the extent that they involve local capacities to manage the presence of tourism. Considerations of political-economic parameters may also be necessary to express divergence in values and attitudes within the local community with regard to tourism.

[Azores Island, Portugal]
The archipelago of the Azores which situated in the heart of the Atlantic Ocean has been named the No.1 sustainable tourism destination in the world by a new leading study, beating 1,000 other coastal and island destinations to the top spot.
The Azores have standard levels of development and offer many sites of natural heritage, protected marine life and wildlife, including the islands of Graciosa, Corvo and Flores – all UNESCO Biosphere Reserves. Additionally, 13 caldera lakes, geothermal springs and pools, mountain peatlands, reefs and other wetlands have been recognized as internationally significant sites by Ramsar, the international body for the conservation of sustainable wetlands. This year, the Azores Islands were also certified as a European Geopark and accredited as part of the UNESCO Global Geopark Network, marking the islands as an internationally significant geological site. Some of the islands’ most well known geological sites, populated by volcanoes, calderas, lava fields, fumaroles, hot springs and thermal pools, include the crater lakes of Sete Cidades and Fogo on Sao Miguel Island, the landscapes of Monte Brasil on Terceira Island and the dramatic Caldeira on Faial Island.

The Azores’ wide variety of wildlife and protected marine life is among some of the most precious in Europe, including dolphins, sperm whales and great whales, marine turtles and birds, pelagic fish and cold water corals. Today, tourists can experience the islands’ natural treasures through their many well-regulated hiking and cycling trails, 33 Blue Flag beaches and activities such as snorkeling, scuba diving and sight-seeing trips. Offering some of the best whale watching experiences in the world and around 25 resident and migratory species, the Azores is a text book example of how a destination has changed its emphasis, moving from a tradition of whale hunting to a tourism industry focused on whale conservation since the international ban on whaling over 30 years ago.

Only 5% of the Azores’ ground is ‘built-up’ urbanized area, which ensures an abundance of natural beauty from imposing volcanoes and expansive crater lakes to caverns, grottoes, thermal springs and breathtaking landscapes forested in wild flora and fauna. Today, the archipelago makes effective use of renewable geothermal energy, and its main industries include agriculture, dairy farming, livestock ranching, fishing and tourism, which are becoming a major service activity in the region. The number of regulations and protected areas on the islands are continually rising, thanks in no small part to the importance placed on the environment in schools.
Approximately 200,000 of international tourists arrived monthly. Tourism in Azores Island has a relevant dimension in the regional economy in terms of wealth creation, employability and internationalization. Based on the year 2011, the Azores had an active population of 106 700 individuals, 12.7% work in the primary sector, the third highest percentage of Azorean. Regarding the distribution of the active population by three main sectors (Primary, Secondary and Tertiary), the tertiary sector has an absolute majority, followed by the secondary sector and, finally, the primary sector. Accommodation and service industries in Azores Island have increased steadily. The revenues of the hotel by each night spent in 2011 had a mean value of €33.75, the duration of stay in the Azores increased by 2005 to the average of 3.6 nights per tourist. Net revenues obtained by Azorean hospitality increased between 2007 and 2011 from 35,115,048 euros to 56,808,559 euros. The use of air transport is the largest tourist generator. Regardless the past few years, when the arrivals of tourists by sea have been rising, the accessibility by air transports continues to have a major importance. Traffic increased in the Azores Island between 2005 and 2011, from 16,028 to 17,858 landings of commercial flights.
Current institutional arrangements are inadequate for putting the strategy into place. Problems include inadequate funding, duplication of activities and fragmentation of resources, confusion among clients concerning branding of tourism products, and confusion among stakeholders about functional responsibilities. Responsibility for tourism development and maintenance of infrastructure which should functionally be a government responsibility is inappropriately located in regional tourism organizations (RTOs) and local tourism bureaux (LTBs).
A clear role differentiation is proposed. Tourism development functions will in future be the responsibility of government, and tourism marketing functions will be done by marketing agencies. At the provincial level it is proposed that one marketing agency for the province be established which will incorporate all provincial marketing activities within one structure, with a unified brand for the province. This proposed body will primarily be responsible for coordinating all marketing activities in the province. Tourism marketing will operate as one unit of the agency. The tourism unit will be responsible for domestic and international marketing for tourism. Other functions will include maintaining a system for accrediting tourism information centers, managing a provincial database of tourism information, providing guidelines and support to local government marketing structures, promoting tourism awareness, and promoting arts and crafts in the province by corporation promotion ways, i.e advertisements, publicities, etc.
In the spirit of partnership, it is proposed that the board of the proposed institution comprise representatives from the private sector, the Nature Conservation Board and representatives of local, metropolitan and provincial government. It is proposed that the marketing agency be funded by provincial government, local authorities, private sector based on a commonly agreed strategy.
The provincial non-government will be responsible for tourism development, including tourism safety, planning and development, business advisory services and entrepreneur support, education and awareness raising, developing new tourism products, facilitating the entry into the industry of previously disadvantaged people, setting and monitoring norms and standards, and minimizing the negative effects of tourism.
A provincial Tourism Protector who would hear complaints against registered tourism service providers is proposed to protect the interests of consumers and the long-term interests of the industry. A code of conduct for tourism is also proposed to promote quality service and standards and to strengthen confidence among tourists that they can expect internationally acceptable standards.
A Ministerial Provincial Tourism Forum is proposed to facilitate and enhance communication and the spirit of co-operative governance. It will comprise the political representatives from provincial, metropolitan and district, and local government, the CEO of the marketing agency, and a private sector representative when necessary. Its role would be to promote a comprehensive account of all the needs of tourism stakeholders, provide a platform to exchange views and co-ordinate action on matters of mutual interest. It should strongly suggests that the metropolitan and district councils integrate their tourism marketing efforts with those of the marketing agency. It is proposed that the regional tourism function of these councils should be mainly developmental, including co-ordination with LTBs and other tourism stakeholders, providing local infrastructure, financially supporting regional tourism offices, implementing training programs, and leading local tourism safety.
It is proposed that local municipal councils take responsibility for tourism development, including the provision of infrastructure, financial support to the relevant LTB, maintaining and beautifying the area, and providing public amenities. It is proposed that LTBs operate at the level of local municipal councils to market local tourism in their areas and implement local tourism policy, to promote tourism, to protect and advance emerging businesses or the entry into the industry of previously disadvantaged people, to promote the development of appropriate tourism infrastructure, and to compile a database of tourism information which is integrated with that of the marketing agency.
According to the proposal, LTBs will comprise members from the local area, including tourism establishments, the general public, business organizations and the local municipality. The primary source of funding for LTBs is expected to be the relevant local council.
In summary, an integrated family of institutional structures is proposed which address responsibilities for development and marketing, responsibilities within different spheres of government, the need to integrate private sector input into Sustainable Tourism Development and promotion planning at all levels, and the ways in which these proposed structures can be funded.
Sustainable Tourism should be market-driven and the needs, requirements and travel patterns of consumers must be instrumental in directing the development of the industry. At the same time, a responsible and sustainable development philosophy must be followed, based on the principles of social equity and environmental integrity.
Based on social equity, sustainable tourism should benefit the population at large. In every effort should be made to encourage the participation of and benefit of women, the disabled, the youth and neglected or disadvantaged groups. The full spectrum of cultures inherent in the province should be reflected in tourism promotions. The potentially negative social impact of tourism should be minimized.
Besides that, in environmental integrity, the environment should be acknowledged as the cornerstone of the tourism industry and environmental assets must be constructively developed to the benefit of tourism. The environmental impact of all tourism development plans must be carefully considered. Appropriate tourism strategies should be pursued in specific locations. For example, mass tourism is appropriate in a developed urban area because the environment has been built to cope with heavy use. In a rural area, low impact forms of tourism such as eco-tourism are more appropriate. All industrial, commercial, residential and agricultural development proposals must consider the potential impact on and conflicts with the potential for tourism growth. At the same time, tourism concerns should not necessarily take precedence over others. Spatial development plans and conservation efforts must take into account the tourism potential of the areas in question. Unique features should, as far as possible, be preserved and newly constructed projects should take place on less intrinsically valuable land. Visual, sound, water and air pollution must be limited and the effects of these hazards on tourists and the local population must be recognized.
Nevertheless, we must be able to monitor the progress in achieving them so that we are able to constantly improve our performance. A monitoring and evaluation system on how safe and how welcome tourists to experience quality of service, value for money and the quality of the environment, how efficiently and effectively problems are dealt with, how aware tourists are of the variety of exciting tourism attractions in the metropolitan area and hinterland, how successfully the range of things for tourists to see and do is being expanded, particularly in rural areas and previously disadvantaged areas, the extent to which infrastructure and facilities for supporting tourism is in place, the extent to which integrated development planning takes tourism into account, the contribution that tourism makes within the provincial economic strategy and the extent to which it is supported and valued by the community at large, how successfully tourism is creating jobs and opening new opportunities for the people of the province, especially those in disadvantaged and rural areas and those who are unfairly discriminated against.

REFERENCES
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Gavin Landry. (2013). Sustainable tourism helps destinations thrive. Available: http://www.hotelnewsnow.com/Article/9835/. Last accessed 2013.
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