Our Sustainability Framework
Cruise tourism is an economic driver, generating jobs and improving the standard of living for communities. There is natural order to sustainability and at the very least a destination needs to establish an attractive proposition to attract cruise ships and grow cruise tourism business.
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A key step to developing a sustainable cruise destination is demonstrating positive economic impact and community benefits. As the destination matures and cruise tourism grows, more needs to be done to protect the environment, the landscape and natural assets, the way of life and culture.
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The goal is to establish and implement sustainable principles and practices that guide current and future growth & development. Part of that is understanding the destination’s carrying capacity to ensure use is within its natural resource limits without degrading the economic, social, natural and cultural elements.
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As the destination plans for growth, the process of destination management is ongoing and constant. Destination planning and management integrates both demand (the visitor needs) and supply (the destination value proposition, its products and experiences).
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Destination management considerations include:
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The Place – what is unique and appealing for the destination?
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The People – who will visit, who are the key players and relationships?
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The Product – what are the tourism experiences and products?
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The Process – how best to develop and manage the destination’s tourism experiences and products to meet cruise passenger expectations?
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The ultimate goal is to deliver a long-term sustainable destination for the community and visitors.
As destinations become sustainable protecting the planet, people (the community) and delivering widespread economic benefits, it becomes a sustainable long term cycle for the destination encompassing alignment of cruise lines, the destination and cruise visitors.
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