Global Geoparks focus on developing their regions as Sustainable Tourism Destinations.

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1 The Burren & Cliffs of Moher region has achieved UNESCOsupported Global Geopark Status in recognition of the region s significant geological, ecological and cultural value, as well as its sustainable tourism practices. Global Geoparks focus on developing their regions as Sustainable Tourism Destinations. Sustainable tourism is Tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities (United Nations World Tourism Organisation UNWTO). The Burren & Cliffs of Moher Geopark has attracted EU LIFE funding to develop a partnership between conservation, social and tourism interests to develop policies, models and standards in Sustainable Tourism Destination development. The GeoparkLIFE programme runs from

2 CONTENTS 1. GEOPARK VISION & PRINCIPLES OF SUSTAINABLE TOURISM 2. COLLABORATION WITH THE BURREN ECOTOURISM NETWORK 3. GEOPARK SUSTAINABLE CODE OF PRACTICE FOR TOURISM 4. GeoparkLIFE SUSTAINABLE DESTINATION PROGRAMME 2013 a. Sustainable Destination Vision Day b. Sustainable Code of Practice Training Programme c. Enterprise Support Programme d. Destination Marketing Strategy GEOPARK MISSION: The Burren & Cliffs of Moher Geopark supports people and organisations to work together to ensure a cared-for landscape, a well-understood heritage, more sustainable tourism, a vibrant community and strengthened livelihoods.

3 GEOPARK PRINCIPLES OF SUSTAINABLE TOURISM 1. Working together Foster collaboration between all stakeholders to collectively develop and promote the Geopark as a sustainable tourism destination. 2. A cared-for landscape Participate in conserving our natural and cultural heritage in accordance with the European Geoparks Network Charter and Leave No Trace principles, and in compliance with relevant legislation. 3. A well-understood heritage Ensure high standards of understanding and communication of the unique character of our place and our stories, emphasising the particular attributes and strengths of the Geopark. 4. Sustainable tourism management Build capacity in destination management and stewardship, focusing on enhancing the quality and standards of visitor experiences and tourism products and services. 5. Vibrant communities Optimize tourism s potential as both an economic and social development tool which benefits hosts as well as visitors. 6. Strengthened livelihoods Create strong economic benefits through product development, marketing and promotion, cost and energy savings, local sourcing and the creation of local employment. GeoparkLIFE wishes to work with tourism enterprises who share the Principles of Sustainable Tourism and who demonstrate or are working towards the Geopark Sustainable Code of Practice for Tourism.

4 COLLABORATION WITH THE BURREN ECOTOURISM NETWORK Since 2008, the Geopark has facilitated the establishment and development of the Burren Ecotourism Network, which champions sustainable ethos and practice within tourism enterprises in the Geopark territory. The Geopark continues to offer extensive managerial, administrative, training and marketing support to members of this Network, who engage in constructive networking and collaboration across environmental, social and economic indicators. This happens through a three-stage process with incremental benefits accruing to businesses at each stage. Step 1 Complete Sustainability Training In this practical programme, learn how to apply sustainability principles to your business. Begin networking with like-minded businesses. Step 2 Adopt Geopark Sustainable Code of Practice for Tourism Step 3 Join the Burren Ecotourism Network In adopting the Code, you are declaring and demonstrating that you are applying sustainable practices in your business and that you are engaged in a process of continuous improvement. Become eligible to join the Burren Ecotourism Network. Become a Sustainable Tourism Partner of the Burren & Cliffs of Moher Geopark. Be included in Geopark & Burren Ecotourism marketing media (websites, app, publications, maps, visitor guide). Access training, networking and promotional events that will enhance your marketing effectiveness and overall competitiveness.

5 Geopark Sustainable Code of Practice for Tourism Accommodation, Hospitality Providers & Visitor Centres 1. The tourism provider has a strong understanding of the unique character of the Geopark Region and enables its staff to provide relevant and accurate interpretive information to visitors on the natural and cultural heritage of the region. 2. The tourism provider actively communicates and promotes the Geopark Leave No Trace principles and observes the Geopark Leave No Trace principles at all times. 3. The tourism provider can demonstrate current and ongoing contribution towards the conservation of the Geopark region. 4. The tourism provider has a formal Environmental Policy which is communicated to staff and visitors/ customers/clients. This is supported by an Environmental Action Plan, which includes targets for improvement that are reviewed annually. This includes an awareness of climate change issues and how they can be off-set with appropriate Environmental policy and actions. 5. The tourism provider has an effective system for monitoring its energy consumption and sets targets for improvement as part of its Environmental Action Plan. 6. The tourism provider has an effective system for monitoring water consumption and sets targets for improvement as part of its Environmental Action Plan. 7. The tourism provider has an effective system for managing and maintaining its waste water adequately and has a documented management/ maintenance schedule as part of its Environmental Action Plan. 8. The tourism provider has a system for managing its waste and sets targets for its reduction, reuse and recycling as part of its Environmental Action Plan. 9. The tourism provider actively encourages sustainable transport to visitors and provides detailed and relevant information to visitors before and during their visit. 10. The tourism provider has a Green Purchasing Policy that aims to increase the amount of locally-sourced, fair-trade, recycled and eco-friendly products purchased annually. The Geopark seeks to facilitate a common level of sustainable practice across tourism enterprises for the purposes of protecting the natural and cultural heritage on which much of the tourism product depends. Attainment of the Geopark Code of Practice represents a first and significant step on the journey of continuous improvement towards sustainability. It provides an excellent basis for applications for independent certification through third party organisations.

6 SUSTAINABLE CODE OF PRACTICE FOR TOURISM Outdoor Activity Providers 1. The provider has a strong understanding of the unique character of the Geopark Region and enables its staff to provide relevant and accurate interpretive information to visitors on the natural and cultural heritage of the region. 2. The provider actively communicates and promotes the Geopark Leave No Trace principles and observes the Geopark Leave No Trace principles at all times. 3. The provider can demonstrate current and ongoing contribution towards the conservation of the Geopark region. 4. Outdoor experiences involving personal interpretation with a guide (e.g. walking) have no more than 25 visitors per guide; outdoor experiences involving personal interpretation with a specialist guide (e.g. canoeing, kayaking, surfing) have no more than 15 visitors per guide. 5. Any tourism provider used by the business as part of their visitor experience (e.g. accommodation, visitor centre, restaurant, pub, guided activity) is encouraged to adopt the Sustainable Code of Practice for Tourism and/or a relevant sustainable ecolabel. 6. During the activity, visitors are provided with detailed interpretive information that enables them to better understand and appreciate the geology, archaeology, botany, agricultural system or spiritual heritage of the Geopark region. 7. The provider has a formal Environmental Policy which is communicated to staff and visitors/ customers/clients. This is supported by an Environmental Action Plan, which includes targets for improvement that are reviewed annually. 8. Where relevant, the outdoor activity provider has effective systems for monitoring and adequately managing its waste, water, wastewater and energy that are appropriate to the nature and scale of the visitor activity and that help meet prevention/minimisation objectives. 9. The provider actively encourages sustainable transport to visitors and provides detailed and relevant information to visitors before and during their visit. 10. The provider has a Green Purchasing Policy that aims to increase the amount of locally-sourced, fair-trade, recycled and eco-friendly products purchased annually. The Geopark seeks to facilitate a common level of sustainable practice across tourism enterprises for the purposes of protecting the natural and cultural heritage on which much of the tourism product depends. Attainment of the Geopark Code of Practice represents a first and significant step on the journey of continuous improvement towards sustainability. It provides an excellent basis for applications for independent certification through third party organisations.

7 GeoparkLIFE SUSTAINABLE DESTINATION PROGRAMME GeoparkLIFE provides a framework for a sustainable destination management programme for the Geopark region. This programme is broad and holistic in focus. It contains actions related not just to tourism enterprises but also to monuments and habitats, learning, conservation management, monitoring, measuring and evaluating. Working with partners, local people and organisations over the coming years, the Geopark can help deliver real benefits for the region by building participation, growing sustainable tourism and promoting learning. With regard to tourism and education providers in particular, there are four main elements for Sustainable Destination Vision Day 2. Sustainable Code of Practice Training Programme 3. Enterprise Support Programme 4. Destination Marketing Strategy

8 1. Sustainable Destination Vision Day, 30th September 2013, Objectives: Propose a sustainable destination development plan (including a visitor and site management approach and destination marketing plan). Inspire a shared vision and ethos for a sustainable tourism model in the Burren that yields environmental, social and economic benefits. Achieve a common understanding of networking for mutual commercial benefit and for the benefit of the region. Participant Profile: Tourism enterprises and education providers in the Geopark region. Date & Time: Monday 30th September, am-2pm. It is important that all enterprises and individuals wishing to partner with the Geopark attend the Sustainable Destination Vision Day i.e. current and future members of the Burren Ecotourism Network and potential education partners. In order to participate effectively in the training programmes and the destination marketing strategy, it is essential to have a good understanding of the overall plan and objectives. Following thissustainable Destination Vision Day, it is planned that members of the Burren Ecotourism Network and the Geopark team will meet to discuss the destination development and marketing plan. The group can jointly prioritise potential destination development projects and can identify those that are realistic and achievable over the course of the low season. GeoparkLIFE will then allocate management and administrative resources to progress the agreed projects and ensure market delivery in advance of the 2014 season. The date will be confirmed in mid September 2013.

9 2. sustainable CODE OF PRACTICE TRAINING PROGRAMME Programme Objective: Participant Profile: To enable tourism enterprises understand and commit to the Geopark Sustainable Code of Practice. Tourism and education enterprises in the Geopark region who wish to bewcome Geopark Partners. Timeframe: Early October 2013 to mid January th October 2013 Water Conservation & Protection 10am-4pm 29th October 2013 Climate Change & Energy Management 10am-2pm 6th November 2013 Waste Management 10am-1pm 12th November 2013 Sustainable Travel & Green Purchasing 10am-1pm 26th November 2013 Leave No Trace Awareness 10am-4pm (Accommodation Centres, Hospitality) 27th November 2013 Leave No Trace Awareness (Outdoor Activity Providers) 10am-4pm 10th December 2103 Environmental Policy & Environmental Action Plan 10am-1pm 7th, 13th & 14th Jan 2014 Interpreting the Geopark for Visitors (select one date) TBC 15th January 2014 Marketing & Visitor Communications 10am-2pm 20th January 2014 Latest deadline for submission of all documentation relating to the Sustainable Code of Practice (i.e. Environmental Policy, Environmental Action Plan, report detailing how Code of Practice is being implemented and signed declaration of the Sustainable Code of Practice).

10 3. Enterprise Support Programme Objective: Participant Profile: Enhance the management, marketing and networking capacity of tourism enterprises. Geopark Tourism Partners and Geopark Education Partners. (Participants can select the elements of the programme most appropriate to their needs). Timeframe: Mid October 2013-late March Early October Website Layout Training 10am-1pm Late October IT Communications (file-sharing, distribution lists, TBC image manipulation, customer contact lists) Early/Mid November Social Media Beginner Social Media Intermediate 10am-4pm Late November Business Planning Workshop TBC 3rd December Leave No Trace Awareness Training 10am-4pm (Accommodation, Visitor Centres, Hospitality) 4th December Leave No Trace Awareness Training 10am-4pm (Outdoor Activity Providers) 7th, 13th & 14th Jan th January 2014 Interpreting the Geopark for Visitors (select one date) TBC Latest deadline for submission of all documentation relating to the Sustainable Code of Practice (i.e. Environmental Policy, Environmental Action Plan, Report detailing how Code is implemented, signed declaration of the Sustainable Code of Practice) Mid January 2014 Consumer & Trade Pricing TBC Late January Packaging & Bundling Workshop 10am-3pm Mid February Packaging & Bundling Follow-Up Day 10am-12.30pm Late February Social Media Intermediate 10am-4pm Late February Social Media Advanced 10am-4pm

11 4. Destination Marketing Strategy Close to one million people visit some part of the Geopark region each year. A significant portion are day-trippers with many spending only a few hours. By contrast, visitors who overnight in a destination and spend time engaging with the area, people, landscape and culture spend more, understand more, enjoy more and are more inclined to return to the area and recommend it to others. The overarching objective of a sustainable marketing strategy for the Geopark is to increase the average length of stay and per capita daily spend of independent and environmentally-aware visitors. This objective focuses us on existing visitors to the region and on those actively planning a visit to the region. It focuses us on developing a strategy that provides them with compelling reasons to stay another night. These reasons can be found in communicating our difference, our character, our stories, our culture and heritage and in providing innovative visitor experiences and tourism products that allow visitors to easily engage with these in a manner that benefits host, visitor and landscape alike. Details of the proposed strategy will be communicated at the Sustainable Destination Vision Day which takes place on 30th September GEOPARK TRAIN THE TRAINER PROGRAMME GeoparkLIFE seeks to identify suitable individuals who would be interested in becoming trainers in future years of this programme. Trainers will be required for elements of both the Code of Practice Training programme and the Tourism Enterprise Support Training. A 3-day Train the Trainer workshop will be provided for suitable individuals. This is likely to take place in Spring In addition, GeoparkLIFE seeks to identify suitable individuals to become Leave No Trace Educators and Master Trainers. A 2-day (including overnight camping) Leave No Trace Master Trainer programme will be provided for suitable individuals. This is likely to take place in Spring Individuals will not be charged to participate. It is expected that the qualification will enhance the professional skills and qualifications of the individual. In return, trainers will be asked to deliver a small number of sessions (from 1-3) within a given year, for which a modest training fee will also be paid. In this way, it is possible to leverage local expertise to support the programme and to make the training programme itself sustainable.