COVENTRY UNIVERSITY- FACULTY OF BUSINESS ENVIRONMENT AND SOCIETY

Sustainable Tourism ConsultingDeveloping Mallorca

Module Title: Sustainable Tourism Module Code: 318GED Module Leader: Marcella Daye Carmen Valeria Culcea SID: 2818711 Hand in date: 30th January 2012

Table of Contents

Executive Summary.p. 3 Introductory Paragraph ..p. 4 Destination Briefingp. 5 Identifying Sustainable Indicators...p. 5- 7 Long- term sustainable Strategies.p. 7- 8 Challenges and Opportunities of Sustainable Management.p. 8 Conclusion and Recommendations..p. 9 List of Appendix..p. 10- 11 References..p. 12

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Executive Summary

According to Weaver (2006) for the past half- century the newly formed concept of sustainable tourism is continuing to expand as the result of both internal and external progress of the tourism industry and the model is all about minimizing negative impacts and maximizing the positive ones for tourists and local communities alike. Thus this assessment is thoroughly examining the destination of Mallorca and the sustainable initiatives taken towards establishing regulations that encourage a more sustainable approach of the tourism activities undertaken by both private and public organizations. In order to do so there will be conducted an extensive research on the destinations past tourism activities and on the challenges and opportunities which have arisen and will continue to arise. At the end, the coursework explores the various options that the destination has in order to further strengthen the system and to make sure that all sustainable policies chosen and implemented will be effective and efficient.

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Introductory Paragraph

Nowadays travel and tourism represent one of the worlds most important sector, as through both direct and indirect factors it can bring a series of benefits to the destination, especially from an economical point of view. As a result, tourism in many small islands (e.g. around the Caribbean Sea, around the Asian- Pacific rim and the Mediterranean Sea) has become the main source of income, as a matter of fact some are so dependent on this sector, that any type of influences from terrorism to natural disasters- can impact majorly upon its performances affecting the destinations structure (Briguglio et al., 1996). Therefore this report will focus on the Tourism industry from the Spanish island, Mallorca, which as any other Mediterranean destination is very fragile. Hence the assessment will focus on the degree of involvement in creating sustainable approaches towards tourism and to do so the following tasks are discussed: 1. Identify and highlight what type of sustainable policies and strategic actions are being put into practice so that tourism is being conducted in accordance with the best principles of practice for the destination; 2. Explore the range of both internal and external challenges and opportunities that the region is confronted with, in the attempt of managing their resources form a sustainable point of view. 3. Based on the first two tasks offer practical suggestions towards further developing a more sustainable tourism in Mallorca. Last but not least in order to achieve all of these, the report will focus upon the three dimensions of sustainability and there will also be utilized a series of indicators for change which can be continuously monitored and measured, so that one can make sustainable decisions in what concerns the areas management of the tourism activities undertaken (Blackstock et al., 2006).

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1. Destination Briefing
The Balearic island, Mallorca, located in the Mediterranean Sea started becoming a very popular destination beginning with the early 60s, especially for Europeans due to the sunny weather, its coastlines (e.g. the virgin beaches and the Serra de Tramuntana Mountains) and other attractions such as the local culture alongside other leisure activities gulf courses, casinos, etc (Mallorca Online, 2011). Due to airline deregulations and more affordable holiday packages there has been noticed a great rise on the influx of mass- tourists in recent years, which represents a desirable context, as this sector accounts for some 84% of the regions GNP (Molz, 2004). However, even though the sector can bring many positive effects to the destination, rapid developments of the industry can lead, as mentioned above, to many negative impacts (e.g. exploitation of natural resources), all of which will be investigated in the following paragraphs, in order to identify potential sustainable approaches (Molz, 2004).

Figure 1, Mallorca Coastline (Conde Nast Traveller Internationally, 2010)

2. Identifying sustainable indicators

To begin with it is imperative to comprehend that sustainable tourism is not an easily attained objective as there are many elements against it such as the fact that tourists may have different needs than those of locals and they may also compete with the community for the destinations resources (social- cultural impacts) (Convention on Biological Diversity, 2009). Hence sustainable tourism is highly dependent on an adaptive management approach so that effective evaluations, learnings and action changes can be made through the utilization of indicators (Blackstock et al., 2006). According to a lecture delivered as part of module 318GED, sustainable indicators represent the youngest and most debated tools of sustainability and can be internal (e.g. 5|Page

number of tourists or % of tourism employees) and external (e.g. water pollution or greenhouse emissions) (Daye, 2011). When taking a closer look at the case study there has been put quite a lot of effort in assessing Mallorcas sustainability. However this evaluation has been mainly conducted on the Municipality of Calvia, which is the most important region from the Balearic Islands and was fulfilled by UNEP (Local Agenda 21) in association with the local authorities. Based on this, according to WTO (2004) there have been established a set of core indicators, which are as follows:

A) Site stress and protection;

E) Stability and Seasonality (use intensity); F) Local satisfaction; G) Consumer satisfaction;

B) Socio- cultural impacts of Tourism; C) Employment and economic welfare; D) Management of resources and environment (e.g. water, energy and waste system);

H) Development control.

Hence, taking as an example the municipality of Calvia, it was noticed that after 20 years of majorly and uncontrolled developments, the tourism industry was reaching its saturation point due to the environmental damages and outdated accommodation facilities, forcing the local councilors to approach a more sustainable development model (UNEP, 2003). Listed below, based on the basic indicators are established above are some of the crucial issues which need to be dealt with. A) Mallorca is highly dependent on European mass tourists receiving in 2006 somewhere around 9.6 million of which 62.6% were UK and German visitors (see appendix 1) (Johannes Luberichs, 2009). Additionally, more than a third of tourist beds are comprised in Palma and Calvia (see appendix 2) and in the later there are about 120,000 tourist beds (e.g. 50% hotels and 50% villas and apartments) (UNEP, 2003). B) There has been a great lose of cultural values because of the Tourism Industry, especially in certain areas which have changed their customs so that they would fit the psychocentrics ones (e.g. UK citizens) (Johannes Luberichs, 2009). Also some very important but underdeveloped historical and cultural sites were heavily affected by the large numbers of visitors (UNEP, 2003). C) For example in Calvia alone 95% of jobs are directly or indirectly linked to Tourism and the Tourism income was approximately 860 million Euros (UNEP, 2003). However there were negative impacts as well due to a mono- economy which had a seasonal pattern and poor business enterprise, leading therefore o work pressures (UNEP, 2003). 6|Page

D) First of all because of the exceeding of the carrying capacity, there have been serious impacts on the costal and marine ecosystems (UNEP, 2003). None the less there are noticeable water shortages, excess petrol consumption plus urban waste (UNEP, 2003). E) In Mallorca in 2005, during the high season (July- August) some 55% of visitors arrived, in mid season there were 28% of tourists and in the low season only 16% of the total number of visitors came to Mallorca (Johannes Luberichs, 2009). F) Due to the economical conditions, the seasonality nature of jobs, loss of some cultural values and the fall of the populations living standards, it becomes quite obvious that most of the Mallorcas citizens are not totally satisfied with the sectors outcomes (UNEP, 2003). G) The lack of proper transportation and the fact that the destination has reached at one point a saturation level, it was quite normal for consumers in general to become less and less satisfied and attracted to the destination, thus for the time being Mallorca will be still highly reliant on the allocentric typology. H) The urban system is overdeveloped and there are numerous possibilities of development through the destructions of natural and rural sites, even though there are building restrictions in planning regulations (UNEP, 2003).

3. Long- term sustainable strategies

Based again on Calvias example, after evaluating the situation and noticing that tourism activities have dropped 20% after the 80s, in the late 90s, according to the study conducted by UNEP (2003) the local councilors in collaboration with the Balearic Autonomous Community have set some new objectives so that the destination will approach a more sustainable model, such as: New general town planning and eco- responsibility regulations were set in regards to constructions (e.g. reduction of more than 40,000 accommodation units and the declassification of 1,660 hectares of land which was allocated for constructions). Improvements of residents integration, co- existence and of the life quality (e.g. volunteering programs). To preserve the natural environment and the marine heritage by imposing in 2002 in the Balearic Islands the 1 euro per night eco- tax (enhancing natural water resources, protecting forests and soils, replacing artificial beach regeneration by adopting a more natural method, developing marine reserves, etc). There were also plans for an environmental airport fee, which was unsuccessful due to strong resistances (Convention on Biological Diversity, 2009). Restoration of cultural, historical and natural sites.

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To increase expenditure per visitor by balancing the tourist seasons (e.g. The European Winter in Calvia). To improve public transport in the area; To reduce water and energy consumption plus to focus on means of reducing and re- using waste; Too boost and enhance the financial system (e.g. to promote local agriculture). To focus on municipal management and move towards better planned investments in both public/ private sectors (e.g. introduction of EMS with the eco- labeling and ISO standards in tourism facilities such as hotels).

Therefore the local system is now based on six key thematic areas (population, social integration and quality of life; local ecological, historical and cultural heritage; economic and tourism; town planning and key environmental sector) and 27 Filds of reference and 775 indicators (UNEP, 2003).

4. Challenges and Opportunities of Sustainable Management

To begin with it is imperative not to forget that planning and managing sustainability is a continuously process and new concepts and models are always introduced or modified to suit the destinations requirements. Therefore there will always arise challenges that need to be controlled and opportunities that must be explored in order to conduct tourism in accordance to the best practice of principles. In Mallorcas case some of the most notable are as follows:

CHALLENGES
When analyzing the LA21 one can notice that most of the initiatives which were established and later enacted concern mainly the municipality of Calvia. The negotiation and implementation process can be a lengthy one (first initiatives taken in the 80s implementation in the 90s). Maintaining and effectively enforcing the new policies (e.g. the 2002 eco- tax failure). Economical issues still predominate in comparison to the environmental and social (Ioannides and Holcomb, 2003).

OPORTUNITIES
Calvia represents a good starting point and a suitable model to be followed and further developed for the entire island. Attracting other tourist typologies apart from the mass ones, such as: tourist seeking cultural values and environmentally aware; Foster future collaborations with other major environmental institutions (e.g. NGO, EEA, GEF). It can be a good way to further encourage local participation.

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Conclusion and Recommendations

To conclude, the first most notable fact is that the actions of a single but popular municipality to change their approach towards tourism and move to a more sustainable model can allow innovative ideas to develop and encourage the destination as a whole to revise their development strategies (UNEP, 2003). Therefore bearing in mind the relatively fragile economies, ecological vulnerabilities and social- cultural characteristics of islands, it is essential to comprehend that the implementation of any tourism development model can pose difficulties (Briguglio et al, 1996). That is why, even though tourism represents an important part of Mallorcas economical structure, the local councilors should focus more on diversifying it and creating alternative employment opportunities (e.g. moving back to the agricultural sector) so that the region can reach more stable and sustainable economical model (Ioannides and Holcomb, 2003). Non- the less, Mallorca has always been regarded as a sunny paradise of refuge and tranquility, especially due to its lush and authentic nature and cultural values; this makes it possible for alternative and more sustainable forms of tourism, such as: nature based tourism, agrotourism, extreme sports tourism or even eco- tourism (Briguglio et al, 1996). Hence if further actions are not undertaken (e.g. visitor flow regulations or integration of locals), not just for Calvia, but for the entire destination, overcrowding can lead again to environmental degradation and possibly another tourism crisis like the one from the 80s (Molz, 2004). Overall Mallorca represents a good example to follow as due to it one can better understand the various implications and the importance of implementing sustainable policies, especially for small islands.

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List of Appendix
Appendix 1

NATIONALITY German British Spanish French Swiss Irish Italian Swedish Austrian Dutch Danish Belgian Norwegian Portuguese Luxemburg Finish Other European Russian Other Not differentiated foreigner arrivals by sea TOTAL

TOTAL ARRIVALS 3,378,986 2,230,045 1,517,507 238,071 159,894 136,262 134,616 129,004 125,859 119,349 95,908 94,343 92,767 82,938 27,330 18,544 57,937 17,945 80,858 63,995 8,802,155

PERCENTAGE OF TOTAL 38,4% 25,3% 17,2% 2,7% 1.8% 1,5% 1,5% 1,5% 1,4% 1,4% 1,1% 1,1% 1,1% 0,9% 0,3% 0,2% 0,7% 0,2% 0,9% 0,7% 100%

Figure 1. Types of nationalities which arrived in Mallorca in 2005 (Johannes Luberichs, 2009)

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Appendix 2 MUNICIPALITY BEDS PER METRR COAST 3.41 2.89 1.18 1.08 1.03 0.99 0.66 0.58 0.47 0.34 0.33 0.31 0.25 0.19 0.13 0.1 0.08 0.05 0.03 0.02 0.02 0.02 DENSITY PER METER COAST 4.14 3.83 2.15 1.81 1.69 9.32 1.01 0.86 1.58 0.69 0.52 1.11 0.89 1.05 1.01 0.31 0.31 0.13 0.26 0.08 0.78 0.07 COAST LENGTH PER BED IN METR 0.2 0.4 0.7 0.5 0.8 0.8 1.2 1.5 1.7 2.3 2.8 3.1 4.0 5.3 7.8 9.2 10.9 19.3 31.2 41.3 18.2 56.2 MIN. COAST LENGTH PER PERSON PER METER 0.2 0.3 0.5 0.6 0.6 0.1 1.0 1.7 0.6 1.4 1.9 0.9 1.1 1.0 1.0 3.3 3.3 7.9 3.9 12.2 1.3 14.2

Sant Llorenc des Cardassar Muro Son Servera Santa Margalida Calvia Palma Alcudia Capdepera Manacor Ses Salines Santanyi Felanitx Llucmajor Soller Fornalutx Pollenca Andratx Deia Arta Banyalbufar Campos Estellencs

Valldemossa 0.02 0.25 66.2 4.0 Escora 0.00 0.01 105.1 Figure 2. Tourism Density Indexes at the Coast of Mallorca in 2005 (Johannes Luberichs, 2009)

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References
1. Blackstock K. et al. (2006), A Framework for developing Indicators of Sustainable Tourism (Online). Available from <http://moodle.coventry.ac.uk/bes/mod/resource/view.php?id=43881>. [12th January 2012]. 2. Briguglio et al. (1996), Sustainable Tourism in Islands and Small States: Issues and Policies. London: Pinter, ch. 5. 3. Daye M. (2011), Sustainable Tourism. Lecturer delivered for module 318GED 5th of December 2012 at Coventry University. 4. Ioannides D. and Holcomb B. (2003), Misguided policy initiatives in small- islands destinations: why do up- market policies fail? (Online). Available from < http://policy.rutgers.edu/faculty/holcomb/misguided%20policy%20initiatives%20in%20small%2 0island%20states.pdf > [15th January 2012]. 5. Luberichs J. (2009) The spatial profile of German Low cost carrier Passenger in Mallorca (Online). Available from < http://www.unigis.nl/downloads/msc/Johannes%20Luberichs.pdf > [17th January 2012] 6. Molz V. (2004), Consequences of Mass Tourism in Mallorca- Is quality tourism a sustainable alternative to solve the environmental problem in Calvia, Mallorca? (Online). Available from <http://www.muenster.org/kantgym/download/molz04.pdf> [10th January 2012]. 7. The Convention on Biological Diversity (2009) A good practice guide: Tourism for nature and development (Online). Available from < http://www.cbd.int/development/doc/cbd-goodpractice-guide-tourism-booklet-web-en.pdf > [11th January 2012]. 8. UNEP (2003), Tourism and Local Agenda 21- The Role of Local Authorities in Sustainable Tourism (Online). Available from <http://www.unep.fr/shared/publications/pdf/3207TourismAgenda.pdf> [8th January 2012]. 9. World Tourism Organization (2004) Indicators of Sustainable Development for Tourism Destinations, A guidebook. Madrid, Spain: World Tourism Organization.

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