Case Study

Taking a destination stewardship approach with easyJet holidays

Aims

We worked with easyJet Holidays to bring together private, public and local community representation to establish a common set of priorities for tourism management and long-term resilience following the COVID-19 pandemic in five destinations.

The aim was to take a Destination Stewardship approach that puts  community and environmental needs first and to create a resilience roadmap based on collaboration to unlock new solutions.

We looked at tourism as a whole, not just easyJet holidays’ operations, to ensure there was engagement from a wide range of stakeholders – including competitors, community representatives and those responsible for public assets – to consider tourism’s most significant impacts and build consensus around common goals and a pathway to achieving them.

 

Activities

We worked in four destinations:

  • Tenerife (Spain)
  • Mallorca (Spain)
  • Marmaris (Turkey)
  • The Algarve (Portugal)

Activities included:

  • Conducting research – to better understand the most important tourism-related challenges and opportunities in each destination, to develop more balanced and equitable outcomes.
  • Stakeholder engagement and consultationsurveying, interviewing and bringing together public and private sector organisations, tourism businesses and community groups.
  • Action planning – looking at the data and agreeing practical steps that can be taken to achieve shared goals for a more sustainable and long-term approach.
  • Workshops – we ran destination resilience training with tourism stakeholders, and a global roundtable towards the end of the project which explored the the opportunities and challenges surrounding destination stewardship.

We used a tourism impact framework to assess the value of tourism for destinations. This was based on the understanding that the ‘value’ of tourism for a host community can broadly be defined as tourism that generates positive economic returns spread across different sectors and regions, and where its activities contribute to the conservation of the destination’s natural, historical and cultural assets and have minimal negative impact.

Outcomes

Based on our research, we produced a planning guide, published in English and Spanish, to assist destinations to build resilience and enhance destination stewardship. We created roadmaps for the Algarve and Tenerife, which set out key findings from materiality assessments carried out in each destination, as well as recommended actions. We also provided specific recommendations for easyJet holidays based on its areas of influence and leverage to address the key challenges and opportunities identified from research, highlighting key priority areas for action per destination.

Top line key priority areas for action across all destinations included:

  • Holistic tourism impact measurement and reporting
  • Smart management of energy, waste and water
  • Protecting biodiversity and sensitive areas
  • Improving quality of employment
  • Providing equitable economic benefits for the community
  • Sustainable transport and mobility
  • Climate change action
  • Strategic diversification

Recommendations for easyJet holidays included:

  • Influencing suppliers
  • Educating customers
  • Integrating staff into sustainability initiatives
  • Sponsoring impactful projects in destinations
  • Influencing peers

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