Sustainability management in Swiss destinations

At the moment we are starting a project on sustainable management with four Swiss destinations at Lucerne University of Applied Sciences and Arts. Why should the destinations implement a sustainable management system?

We believe that there is no other option for the Swiss tourism industry than to choose the path of sustainable development in tourism. On the one hand the responsibility towards the future generations does not offer any other option. On the other hand, we have shown in our study “Is there demand for sustainable tourism?” that there is a potential market size of 22% of tourists who named sustainability among the first three factors for their booking decision – ranging from 18 to 26 per cent, depending on the country and type of client. Furthermore, we believe that the younger generations are more aware of this topic. They hear about it in school and consider more often than older people aspects of sustainability in their daily life. This indicates that the issue will become more and more important.

Furthermore, the Swiss industry is not competitive on the price level due to its high production costs and especially due to the strong appreciation of the Swiss Franc. Therefore, Swiss tourism has to differentiate itself over good quality and sustainable products and benefit from its good starting position with regard to sustainability. However, for this purpose it is not sufficient to offer some sustainable products without having a holistic approach systematically considering sustainability at the level of the destination management organisation and implementing actions together with all actors in a destination. 

Dr Roger Wehrli

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