Ethical Traveller ranks SA amongst best ethical travel destination

Remember the days when travellers flew into a country, had fun for a couple of weeks, and then flew home again leaving no impact – except for some litter – behind them?

That’s no longer an acceptable way to travel. Now people want to have fun and feel good about it too, by supporting countries with strong track record in nature conservation and social welfare and by making sure their money reaches the local communities.

This growing interest in responsible travel is great news for Africa, since four African countries feature in the 2009/2010 list of “The Developing World’s 10 Best Ethical Destinations”.

The list compiled by Ethical Traveller identifies countries that are best protecting their natural environments, promoting responsible travel and building a tourism industry that benefits local communities.

South Africa ranks in ninth position, and has featured in the chart since 2006. Ghana debuts in fourth place, the Seychelles debuts in eighth position, and Namibia moves up to sixth place this year. (update – Countries selected as the Best Ethical Destinations of 2010 were presented in alphabetical order).

Ethical Traveller says each of the chosen countries also boasts wonderful opportunities to experience nature at its most pristine, and to interact with local people and cultures in a mutually enlightening way.

One huge advantage is that Africa still has pristine environments to offer, whereas some destinations have been damaged by mass tourism. Not a single Asian country made it to Ethical Traveller’s Top 10 after irresponsible development, human rights abuses and weak environmental policies kept them off the list.

South Africa has long been a pioneer in responsible travel, and has the potential to move far higher up the rankings if its tourism industry embraced the opportunities instead of taking a relatively complacent attitude.

At the moment only 5% to 10% of South African tourism companies take responsible travel seriously, says Anton de Wit, head of reservations for tour operator Rhino Africa. About 4% are changing purely to protect their income by appealing to a new group of travellers, rather than from any true commitment to social responsibility.

Whatever their motivation, it still isn’t enough, he says.  “In South Africa it’s under-developed because business is still pretty good and companies are not being forced to look for alternative means of income or to put back into the community.”

Ethical travel means being aware of our impact and responsibilities as we explore the world, and making considered decisions about which countries to visit and where to spend our money when we get there.

Ghana is applauded for its impressive commitment to genuine democracy, and for its efforts to improve the country through a culture of environmental consciousness. South Africa received high marks for supporting eco-friendly, community-based tourism ventures, and for sustainable coastal development and environmental management. It also scored well on the democracy front. Sadly, its record is marred by a huge divide between the rich and poor and a high crime rate.

Rhino Africa launched its Challenge4ACause initiative to drive its social responsibility efforts. Its first action was to launch a now-annual bike ride through Namibia to raise funds for The Rhino Trust. It also delivers food to a community kitchen that feeds the poor in Cape Town. Last year it handed out clothes to rural villages after an American tourist went home and collected used clothing from her colleagues.

To a large extent responsible tourism is being fuelled by such visitors, who see the poverty in local communities, return to their comfortable lifestyles and feel a prick of conscience.

“It’s usually second-time travellers to Africa who go home and digest what they have seen and ask if they are giving their money to a company that puts it in its pocket or if they are supporting a worthy cause and putting it back into Africa,” De Wit says.

He has noticed a 10% increase in the number of travellers wanting to support socially responsible destinations during the last 18 months.

Rhino Africa will expand Challenge4ACause to create a forum of like-minded safari operators and game lodges so it can send socially aware travellers to destinations that actively protect and enhance their surroundings and communities. It already has several such ventures on its books, including destinations in Hermanus, Cape Town and the Kruger National Park. One lodge contributes part of the fees its visitors pay to the village where most of its staff live.

Persuading companies to become socially and environmentally responsible is easier than it once was, says Helen Turnbull, CEO of the responsible tourism management consultancy Serendipity Africa.

Tour operators are sometimes reluctant to support products that may be slightly more expensive due to their ethical principles, until they see that their clients enjoy a more enriching and meaningful holiday.

“South Africa really laid the foundations for responsible travel and we could lead the field if we did a little more,” Turnbull says.

Way back in 1996 South Africa’s government decided tourism must be harnessed to help economic development, poverty alleviation and environmental protection. A declaration written in 2002 reinforced these principles, and other countries have used that document to shape their own tourism policies.

South Africa is also the only country to have a fair trade label for its tourism products, thanks to Fair Trade Tourism South Africa. That’s an accreditation process to recognise ventures with a commitment to promoting an equal economy, social development and the environment.

Destinations that want to offer sustainable tourism need to take several steps. A simple one is to spread the economic benefit of their business by procuring produce and equipment locally rather than importing goods. They can also pick a local charity or cause to support, like Rhino Africa’s support for The Rhino Trust. “Their clients find these causes magical,” says Turnbull.

A third component is to contribute to social development through donations of time and money. The payback will come from an increase in customers, Turnbull says. “Consumers are looking for the knowledge that their money is being spent in a good way and is making a difference to someone’s life,” she says. “Tourists have begun to travel to places where they can leave a legacy, either by making a financial contribution to the communities they visit, or by volunteering their time and skills to help with projects.”

Anyone who needs convincing can look at statistics from Good Business of the UK, which reports that 61% of travelers now plan to ask questions about the social and environmental impact their visit will have before they book.

Ethical Traveller hopes people will “vote with their wings” by supporting nations that are working to protect human rights, improve social welfare and preserve the environment.

“The places on our annual list may not be as popular as Thailand or Italy, but they abound in natural wonders and fascinating culture,” says Ethical Traveller’s executive director Jeff Greenwald. “They’re serious about preserving their natural assets, promoting mindful travel, and building an economy in which local communities reap the benefits of tourist revenue.”
South Africa’s government is now drawing up national minimum standards for responsible tourism as a guideline for managing the industry. And Cape Town was named as the best destination in the 2009 World Responsible Tourism Awards, after tourism industry stakeholders and the provincial government signed a Responsible Tourism Charter.

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