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Ecotourism in City
Ecotourism in City
Sustainability: Principles and Practice. Aldershot: Ashgate Publishing 2009. 225 pp., ISBN: 978-0-7546-7262-3
US $99.95", International Journal of Contemporary Hospitality Management, Vol. 22 Iss 5 pp. 765-766 http://
dx.doi.org/10.1108/09596111011053855
(1997),"Ecotourism: a guide for marketers", European Business Review, Vol. 97 Iss 5 pp. 231-236 http://
dx.doi.org/10.1108/09555349710179843
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Anna Gibson
Growing Places Consulting, Temagami, Ontario, Canada
Rachel Dodds
University of Surrey, London, UK
Marion Joppe
School of Hospitality and Tourism Management, University of Guelph, Guelph,
Ontario, Canada
Brian Jamieson
Green Tourism Association, North York, Ontario, Canada
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Keywords
Urban environment, Tourism, Introduction Urban green tourism
Green issues, Sustainability,
Toronto, Ecology Ecotourism is one of the fastest growing While the common connotation of ``green'' is
sectors of the tourism industry worldwide usually thought to relate to parks, organic
Abstract (WTO, 2003). While it is commonly perceived products and recycling, for the GTA it is far
Applying the practices of more inclusive. ``Green'', as defined by the
that ecotourism exists primarily in remote
ecotourism to an urban
environment is a relatively new and often tropical destinations, this paper GTA, adapts the WTO definition of
concept but a concept that merits seeks to explore the economic and social sustainability and thus refers to four main
development in multiple cities. benefits of urban green tourism as an pillars: environmental responsibility; local
The concept of urban green approach to urban tourism, how ecotourism economic vitality; cultural sensitivity; and
tourism (urban ecotourism), as
in the city is an emerging trend, and how the experiential richness (Blackstone
pioneered by Toronto's Green
Tourism Association, is a working Green Tourism Association (GTA) of Toronto Corporation, 1996). Specifically, urban green
example that demonstrates how a has successfully contributed to the tourism is defined by the GTA as: ``. . . travel
city can promote itself, individual development of urban sustainable travel, or and exploration within and around an urban
businesses and attractions to area that offers visitors enjoyment and
provide a unique tourism
``urban green tourism'' (UGT).
experience and generate demand The GTA has been a pioneer in applying appreciation of the city's natural areas and
for sustainability. This paper seeks ecotourism and sustainable tourism cultural resources, while inspiring
to outline how urban green tourism principles in the city since 1996. These physically active, intellectually stimulating
can be an effective approach to and socially interactive experiences;
addressing the issues of tourism in
concerted UGT practices are now being
explored in many cities around the world promotes the city's long-term ecological
cities ± growth, waste, etc., and
demonstrates how sustainable such as Victoria, Sudbury, Rio de Janeiro health by promoting walking, cycling, public
tourism options can capitalize on and Jerusalem. This concept holds major transportation; promotes sustainable local
the existing features of a city. The
potential for economic growth while economic and community development and
association promotes local
proactively contributing to local quality of vitality; celebrates local heritage and the
businesses, organizations, natural
and cultural features through its life and environment. As more tourists learn arts; is accessible and equitable to all''
green map, green guidebook and about these kinds of initiatives and demand (Blackstone Corporation, 1996). By extension,
Website to educate travellers and
greener options, supply will increase to meet ``green'' could also be read as ``sustainable'' or
industry toward greener practices. ``healthy'' and UGT is then about ecological,
this demand.
In a time when sustaining our resources has cultural and economic sustenance for the
become critical, UGT provides a unique set of good health of people and their environment.
opportunities not only for greening cities and
city-based tourism, but educating people and
industry about greening practices in general. Toronto's Green Tourism
A key opportunity provided by gateway cities Association
such as Toronto is that tourists will often go As a world class city, with rich cultural and
on to secondary destinations beyond the city natural features, a high quality of life, an
core. Promotion of UGT generally influences excellent transit system and safe
travelers to make ``green'' choices beyond the neighbourhoods, Toronto is ideally placed to
city limits, creating opportunities to widely develop the concept and practices of UGT. In
International Journal of
Contemporary Hospitality spread the values of sustainable tourism and 1993, a group of individuals in the Toronto
Management local responsibility. area, representing a range of interests,
15/6 [2003] 324-327
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[ 324 ]
Anna Gibson, Rachel Dodds, businesses, organizations and government These numbers show that there is increasing
Marion Joppe and agencies, came together to implement the interest in the concept of UGT. Further
Brian Jamieson concept of ``ecotourism in the city''. From this
Ecotourism in the city? evidence of reach and impact are the number
Toronto's Green Tourism work, the GTA incorporated as a non-profit of invitations and interest the association has
Association in 1996 with a mission ``to develop and received nationally and internationally,
International Journal of cultivate a green tourism industry within the including to the International Year of
Contemporary Hospitality
Management Toronto region; an industry which is Ecotourism Preparatory conference in
15/6 [2003] 324-327 ecologically sound, fosters appreciation of Brazil. In 2002, the association received a
and respect for diverse cultural and natural total of 1,241 information requests, an
heritage, and strengthens local economies increase of 121 per cent from 2001.
and communities'' (www.greentourism.ca).
Since then, the GTA has gained
international recognition by showcasing its
Why develop urban green tourism?
UGT initiatives in four continents and seven
countries, supporting and marketing a Cities
continued and strong membership base, and As Canada's largest city with a population of
gaining media exposure worldwide. UGT is 2.4 million, and gateway for 16.3 million
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good for the Toronto economy, drawing on international travelers (Tourism Toronto,
the city's natural strengths and marketing 2000) the need to consider impacts of both
them to the world. locals and tourists is clear. Cities have a
great deal to offer by way of sustainable
management compared to traditional
Promoting urban green tourism in ecotourism destinations. Where rural or
Toronto wilderness ecotourism must contend with
With the development of three main products lack of infrastructure, impact on often
to date, The OTHER Map of Toronto, The pristine environments and a host of other
OTHER Guide to Toronto: Opening the Door concerns, urban environments have more
to Green Tourism, and a robust Web site, existing infrastructure to support ecotourism
www.greentourism.ca the GTA has focused growth. Additionally, cities have a variety of
on promoting its members and Toronto as a natural attractions, large population bases,
UGT destination. Increasing exposure for the and are major gateways to other areas and
``green'' options offered by its members destinations, providing the opportunity to
promotes and enhances demand for these educate not only millions of travelers but
types of local businesses. Since the also residents.
development of membership in 1999, the GTA
has attracted about 100 (paid) members and Nature
25 partners or sponsors who support the Toronto has a great deal to offer travelers
association and its mission. Members, looking for natural features to visit that
partners and funders obtain benefit mainly might not be immediately apparent. Features
from media and marketing exposure, which include:
has been successfully demonstrated in the 1 20,000 acres of green spaces (over 12 per
impressive media reach of both the green cent of the city):
map and green guide: . A total of three-quarters of these are
1 ``Green Map: The OTHER Map of Toronto'': ravines, valley lands, woodlots and
. total direct and indirect media reach: waterfront natural areas.
over four million people; . Over 50 designated environmentally
. PR (public relations) value: over sensitive areas.
$50,000; and 2 Three million trees on public streets and
. 29 media articles (print, radio, parks alone (City of Toronto, 2000).
television). 3 Over 374 bird species of wild occurrence
With only $3,000 spent on promotion, this was centered within a 50-mile radius of the
a significant communications impact, which city's core.
speaks of interest in the topic as well as of the 4 Tommy Thompson Park and Toronto
association's skill in promotions. Islands are recognized as major migratory
2 ``Green Guide: The OTHER Guide to path of birds.
Toronto'': 5 Rouge Park is the largest natural and
. international media reach within the cultural heritage park in an urban area in
first year: over 16 million; North America.
. PR value of over $150,000; and 6 A total of 46 kilometres of waterfront.
. more than 75 media articles (print, 7 The Humber River is a Canadian Heritage
radio, television). River (Joppe and Dodds, 2000).
[ 325 ]
Anna Gibson, Rachel Dodds, As a prodigy to the future of UGT in Toronto, Influencing tourists (and residents) has
Marion Joppe and the 1996 decommissioning of a major far-reaching implications when we
Brian Jamieson effectively raise their personal green
Ecotourism in the city? Canadian forces base in the geographical
Toronto's Green Tourism center of the Greater Toronto area, has left a consciousness, particularly in regard to their
Association legacy in the form of Downsview Park. As travel patterns and choices. As their UGT
International Journal of Canada's first urban national park, it experiences increase, so will their discussion
Contemporary Hospitality
Management consists of a total of 130 hectares (320 acres) to about these options with friends and family,
15/6 [2003] 324-327 be held in perpetuity, designated for in turn catalyzing the demand for similar
parkland, recreational and cultural uses experiences in other destinations.
(Parc Downsview Park, 2002). The products and promotional materials of
Many cities have more natural features to the GTA are designed to inform and educate
offer than might be obvious to the visitor or people about the importance of greening
even resident. Making UGT information their tourism experiences. Showcasing UGT
available can meet their needs for nature and initiatives and options within the city
green space in the city and provide new highlights the importance and benefits of
packaging alternatives and ways of profiling environmental, social and local economic
the city. responsibility. The GTA works to raise
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[ 327 ]
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