Country: South Africa

Organization: Fair Trade in Tourism South Africa

Year the initiative began: 2001

Project Website: www.fairtourismsa.org.za

Positioning in the Mosaic of solutions:

• Main barrier addressed: Cross-cultural myopia
• Main insight addressed: Incorporate sustainable practices

What is the goal of your innovation?
To make the tourism industry more sustainable; develop skills and careers; enhance economic and social benefits for local communities; and retain the unique, cultural aspects of the country.

How does your approach support or embody geotourism?
FTTSA encourages fair and responsible tourism development in South Africa through capacity building, awareness raising and the facilitation of a voluntary certification programme that awards a special Trademark (label) to tourism establishments in South African that meet specific criteria including fair wages and working conditions; fair operations, purchasing and distribution of benefits; ethical business practice; and respect for human rights, culture and environment. FTTSA has, to date (April 2007), certified 30 establishments ranging from community-based tourism enterprises to large, mainstream businesses. The certification process ensures that black South Africans and historically marginalized communities have opportunities to develop their own capacity, as entrepreneurs or employees, and improve their quality of life. Additionally, it provides an incentive and tools for mainstream businesses to operate more responsibly. These objectives are critical to the transformation of South African tourism and to its longer term competitiveness and sustainability. FTTSA certification adds value to tourism business in two ways. Firstly by linking products to markets (FTTSA has a worldwide network of 50+ tour operators), which is especially helpful to new and small players who struggle with market access. Secondly, the certification process is deliberately developmental: feedback processes help businesses to improve human resource development, workplace culture, community investment and other aspects of their operations.

Describe your approach in detial. How is it innovative?
The FTTSA trademark makes a unique and pioneering contribution to the field of tourism certification, which to date has focused almost exclusively on environmental criteria, often to the exclusion of social and cultural issues. In contrast to the vast majority of tourism certification schemes, FTTSA focuses primarily on the social and economic dimensions of tourism. In this manner, FTTSA provides industry with a practical framework for using tourism as a catalyst for human development and empowerment of local communities. The South African context, with its emphasis on post-apartheid transformation, provides particularly fertile ground for applying Fair Trade principles and practices to the tourism industry. FTTSA is thus at the forefront of efforts to implement Fair Trade in Tourism practically, having developed the first destination specific certification system based on quantifiable criteria. Tourism development stakeholders in a number of other destinations (mostly in the South but also in European countries) have expressed an interest in replicating the FTTSA model, or alternatively to draw upon FTTSA’s skills and experience to create a system with a similarly balanced, and destination specific, approach to sustainable tourism development. Based on the pioneering nature of our work, which explicitly seeks to empower local communities through capacity building and application of Fair Trade practices such as: fair wages and working conditions; fair distribution of benefits; and ethical business practice, we believe that FTTSA and its clients are providing leadership and best practice examples while breaking new ground in tourism development and helping to place people and communities firmly at the centre of the sustainable tourism agenda.

What types of partnerships or professional developement would be most beneficial in spearding your innovation?
FTTSA works actively with the tourism industry to create market linkages for its members. The organisation also works with many donors to generate funds for further initiatives and capacity building. Additionally, FTTSA works with experts in other fields to facilitate cross-industry initiatives such as the implementation of The Code against sexual exploitation of children in South Africa.

In one sentence describe what kind of impact, change, or reform your approach is intended to achieve.
A fair, participatory and sustainable tourism industry in South Africa. We also strive to share our experiences with similar organisations worldwide.

Describe the degree of success of your approach to date. Clearly define how you measure quantitative and qualitative impact in terms of how your approach contributes to the sustainability or enhancement of local culture, environment, heritage, or aesthetics? How does your approach minimize negative impacts?
FTTSA has, to date (Mar 2008), certified 30 establishments ranging from community-based tourism enterprises (CBTEs) to large, mainstream businesses. The certification process ensures that black South Africans and historically marginalized communities have opportunities to develop their own capacity, as entrepreneurs or employees, and improve their quality of life. Additionally, it provides an incentive and tools for mainstream businesses to operate more responsibly. These objectives are critical to the transformation of South African tourism and to its longer term competitiveness and sustainability. In addition, FTTSA develops and implements a number of capacity building activities around sustainable development, tourism management and labour rights tailored for various segments of learners (starting at basic adult education for line staff and community members, through to university level and management level courses). FTTSA is involved in awareness raising, both nationally and internationally, and participates in national and international developmental processes to further the aims of fair and responsible tourism. Activities around HIV/Aids awareness raising and education have been stepped up as FTTSA strives to better understand and communicate to its clients the implications of the HIV/Aids pandemic on the tourism business environment. FTTSA is also involved in a joint project to implement The Code (ECPAT) in South Africa.

How does your program promote traveler enthusiasm, satisfaction, and engagement with the locale?
FTTSA provides the growing numbers of discerning consumers, mainly in the North, with a third-party guarantee that their holiday activities are operated in a fair and responsible manner: wherever they see the Fair Trade in Tourism South Africa certification Trademark, tourists know that their purchases will promote the well-being of local people and the environment, and boost South Africa’s social and economic development. We work with a large network of national and international tour operators to promote the concept of Fair Trade Tourism.

In what ways are local residents actively involved in your innovation, including participation and community input? How has the community responded to or benefited from your approach?
The inclusion of CBTEs within the FTTSA portfolio of certified establishments is helping to legitimize community tourism, enabling community entrepreneurs to be taken seriously by the industry. This is an important, non-financial aspect of empowering community tourism stakeholders in South Africa as in other destinations. Credibility and recognition also help community tourism projects to become commercially viable without forfeiting their identity and unique attributes as they enter the tourism mainstream. The FTTSA certification programme provides tourism enterprises with a framework for promoting local economic benefit. FTTSA specifically assesses business performance in relation to local employment, local procurement, social investment and other types of economic linkages. FTTSA helps enterprises to benchmark their activities and improve operations, through feedback and networking.

Describe how your innovation helps travelers and local residents better understand the value of the area's cultural and natural heritage, and educates them on local environmental issues. How do you motivate them to act responsibly in their future travel decisions?
One of FTTSA’s core principles is “respect for human rights, culture and environment” and, as such, FTTSA promotes and rewards the recognition of cultural preservation through its activities. For example, the FTTSA certification programme assesses procurement practices, encouraging not only local procurement, but that which supports local cultures and traditions, such as craft production that reflects the specific culture of the immediate area.

Is your initiative financially and organizationally sustainable? If not, what is required to make it so? What is the potential demand for your innovation?
FTTSA was started as an initiative under IUCN, the World Conservation Union, but is an independent non-profit organisation since 2005. The organisation employs 5 full-time staff and 3 full-time international volunteers at its head office, and another full-time member of staff in its recently established regional office in the Eastern Cape province. Additionally, recruitment is underway for two more senior managers to be based at head office.

How is your initiative currently financed? If available, provide information on your finances and organization that could help others. Please list: Annual budget, annual revenue generated, size of part-time, full-time and volunteer staff.
FTTSA is funded through a combination of donor funding (approximately 85%), primarily from international donors such as the Interchurch Organisation for Development Cooperation (ICCO), New Zealand Agency for International Development (NZAID), Solidaridad and the EU-SADC Investment Programme (ESIPP) and national donors such as the National Development Agency (NDA) and the Department for Trade & Industry (the dti). The balance of FTTSA’s income (approximately 15%) is generated through its activities (e.g. certification fees paid by the private sector). FTTSA also receives significant in-kind contributions from the South African private sector. Examples of in-kind contributions include pro bono legal and management consulting services, sponsored insurance, bed-nights and other services. FTTSA’s annual budget is in the range of ZAR3.5 million (about US$500,000).

What is your plan to expand your approach? Please indicate where/how you would like to grow or enhance your innovation, or have others do so.
FTTSA is growing the initiative through constantly certifying more establishments in South Africa. This is further supported by the recent appointment of a dedicated certification manager. Additionally, feasibility studies are underway in two neighbouring countries to expand the label into the Southern Africa region. Additionally, FTTSA is assisting a sister organisation in Jordan to develop a similar system there.

What are the main barriers you encounter in managing, implementing, or replicating your innovation? What barriers keep your program from having greater impact?
FTTSA's success comes from the fact that it introduces global Fair Trade standards into the tourism industry, while at the same time addressing local issues. In the case of South Africa, examples are redressing the legacy of Apartheid as well as managing HIV/Aids in the workplace. This approach means that moving the label to another country needs to be preceeded by a thorough investigation into the local issues. This is timeconsuming and costly, but FTTSA is convinced that it is the only way to create a system that optimises benefits for the destination, its people and the environment.

What is the origin of your innovation? Tell your story.
FTTSA was initiated in mid-2001 following a two-year pilot project that entailed extensive stakeholder consultation. Both the pilot and establishment phases were facilitated by IUCN-South Africa. Based on its success, FTTSA separated from IUCN-South Africa in November 2004 and now operates as an independent non-profit organization with a head office in Pretoria and a regional office in South Africa’s Eastern Cape. Fair Trade in Tourism South Africa (FTTSA) encourages fair and responsible tourism development in South Africa through capacity building, awareness raising and the facilitation of a voluntary certification programme that awards a special Trademark (label) to tourism establishments in South African that meet specific criteria including fair wages and working conditions; fair operations, purchasing and distribution of benefits; ethical business practice; and respect for human rights, culture and environment. FTTSA has, to date (December 2007), certified 30 establishments ranging from community-based tourism enterprises (CBTEs) to large, mainstream businesses. The certification process ensures that black South Africans and historically marginalized communities have opportunities to develop their own capacity, as entrepreneurs or employees, and improve their quality of life. Additionally, it provides an incentive and tools for mainstream businesses to operate more responsibly. These objectives are critical to the transformation of South African tourism and to its longer term competitiveness and sustainability. In addition, FTTSA develops and implements a number of capacity building activities around sustainable development, tourism management and labour rights tailored for various segments of learners (starting at basic adult education for line staff and community members, through to university level and management level courses). FTTSA is involved in awareness raising, both nationally and internationally, and participates in national and international developmental processes to further the aims of fair and responsible tourism. Activities around HIV/Aids awareness raising and education have been stepped up as FTTSA strives to better understand and communicate to its clients the implications of the HIV/Aids pandemic on the tourism business environment. FTTSA is also involved in a joint project to implement The Code (ECPAT) in South Africa.

Please provide a personal bio. Note this may be used in Changemakers' marketing material.
Jennifer Seif Is Executive Director of Fair Trade in Tourism South Africa (FTTSA), a position she has held for nearly six years. She holds a number of academic qualifications in economics, history, social anthropology and business administration, and is currently completing her Ph.D. at the University of Pretoria, focusing on tourism certification and destination competitiveness. She is an elected member of the board of the Tourism Business Council of South Africa (since 2004) and a founding Trustee (since 2005) of Fairtrade South Africa (FTSA), an emergent national initiative of the international Fairtrade Labelling Organization (FLO). In 2006, Jennifer was appointed by the South African Minister of Environmental Affairs and Tourism to serve on the Council of the Tourism Grading Council of South Africa (TGCSA). In 2001 and again in 2003 Jennifer was recognized by the Ashoka Citizens Base Initiative, for excellence in non-profit resource mobilization.

Please write an overview of your project. This text will appear when people scroll over the icon for your entry on the Google map located on teh competition homepage.
FTTSA is the world’s first tourism “Fair Trade” certification programme. This takes the form of a special Trademark or label that is awarded to tourism enterprises in South Africa that adhere to Fair Trade in Tourism principles and criteria including fair wages and working conditions; fair operations; fair distribution of benefits; ethical business practice; and respect for human rights, culture and environment. Our certification Trademark is targeted at established tourism products (to encourage and incentivise “pro-poor” operations) as well as emerging enterprises including community-based operators. This latter target group benefits especially from improved market exposure and improved access to niche markets, which certification affords. The FTTSA certification Trademark and associated brand are helping to create the conditions for the practise of fairer tourism – tourism that respects people and the environment and contributes positively to the ongoing transformation of post-apartheid society. FTTSA is thus contributing to an enabling environment for community-based tourism and other types of tourism that explicitly seek to alleviate poverty and inequality in South Africa. FTTSA’s pioneering work is also helping to position South Africa as a leading responsible travel and tourism destination, which in turn contributes to the growth of international arrivals.

Contact Information
Ms. Jennifer Seif
Executive Director
Fair Trade in Tourism South Africa
PO Box 12844, Queenswood, Pretoria 0121
info@fairtourismsa.org.za