My favorite DMO and destination with the best practice of sustainability
Located in the northern part of Lake Zürich, this cosmopolitan city is Europe’s most central location. Home to 1,498,600 residents, it is considered Switzerland’s most populated city (Swiss Statistical Office, 2018). Foreign residents from all over Europe come to Zürich to enjoy its natural wonders and multi-cultural character. The city houses a number of specialty shops, restaurants, museums, and important institutions like the Swiss Federal Institute of Technology. Zürich is also known as Switzerland’s business and financial capital, host to over 82 banks and institutions. Zürich is also home to the European railroad hub, the FIFA World Football Museum and the Bahnhofstrasse, the “El Dorado” of shopping districts in Europe (Zürich Tourism, n.d.).
Falling for the city’s beauty and history comes as no surprise, but it is its sustainable efforts that make this destination one to admire. Zürich’s destination management organization (DMO), Zürich Tourism, provides resourceful information and promotional material to visitors, travel trade, media, meetings and convention bureaus. Established in 1998, this non-profit organization holds a managing board of six members that oversee the financial, marketing and tourism aspect of the destination. Its public-private partnerships have helped keep visitor consistency and the city’s sustainable efforts alive. This destination actively promotes ecological, economic and social sustainable efforts with the objective to become a “smart destination” ( Zürich Tourism, n.d.). Since 2010, the city’s DMO has partnered with the Swiss Tourism Industry, the City of Zürich and other organizations to achieve the limitation of energy consumption levels and CO2 emissions in the destination (Zürich Tourism, n.d.). To date, Zürich Tourism’s efforts have been concentrated in this sustainable objective of the city.
The best practice of sustainability
According to the City of Zürich (n.d.), energy consumption levels have been determined to surpass the sustainable mean. The city reaches a total of 5000-watts per person in order to fuel businesses, households and transportation mediums. Zürich’s energy sources derive from nuclear power, petroleum and natural gases which support the proliferation of CO2 gases (City of Zürich Office for Environmental and Health Protection Zurich, 2011). With the current rise in fossil fuels, energy efficiency is the prime way to make massive reductions in the emissions of greenhouse gases.
Developed in 1998 by the Swiss Federal Institute of Technology, the 2000-Watt Society is Zürich’s approach to tackling climate change with the effective use of its renewable resources. This ongoing initiative has the potential to limit the consumption of energy per person to 2000-watts and the use of CO2 gases by the year 2050 (City of Zürich, n.d).
On November 30th, 2008, this initiative became part Zürich municipal code, creating a model for the city’s energy policies and regulations (City of Zürich, n.d.). The city of Zürich has committed itself to building sustainable communities, developing a mobility system and providing consulting sessions on energy efficiency to construction companies. A new understanding of energy services and lifestyle adaptations had to take place for visitors and residents.
Greencity
Greencity is Zürich’s first district that will take on all objectives of the 2000 Watt Society. This industrial site will house 2,000 residents and will provide 3,000 workspaces for business looking to support sustainable practices. The city will generate its own renewable energy sources comprised of hydroelectric plants, geothermal system and photovoltaic panels. This location is targeted to a multi-generational market and is divided into development sections. It is set to be complete in 2019 (City of Zürich, n.d.).
Transportation
In Zürich, mobility has been responsible for the creation of 37 percent of CO2 emission gases and 18 percent of energy consumption (City of Zürich Office for Urban Development, n.d.). The city’s mobility efforts were updated in 2001 in an effort to make sustainability its source of guidance. Since then, the city has created better use of urban spaces, public transport, pedestrian and bicycle traffic. Within its practices, Zürich has developed underground parking space system and made public transportation affordable (City of Zürich, n.d.). Furthermore, the city has developed its own traffic management system that regulates Zürich’s traffic flow. The system is designed to monitors cars and traffic volume via sensors, preventing congestion and a visible reduction of car use in the city (Streetfilms, 2014). In addition, bicycle traffic has become one of the main vehicles of transportation. It is hoped that this destination will become a bicycle-only city in the next few years (Streetfilms, 2014).
In addition to its practices, Zürich has done a great job in creating awareness of their sustainable initiatives in mobility. One good example is Zürich’s Mobility day where the inner-city is closed from motor vehicle access during the event. Residents and visitors then spend their day calculating via interactive games their own energy consumption in regards the 2000-Watt Society regulations (Zürich Tourism, n.d.).
Why this is the best practice
The 2000-Watt Society initiative has reshaped Zürich’s energy consumption practices in just 20 years. This practice becomes one of the best in Switzerland due to its effectiveness in implementation, partnerships and stakeholder support. The efforts placed by the city and its DMO have been reflected in multiple awards and certifications that position this destination as a leader in sustainable practices.
In 2016, the consulting agency Arcadis ranked the city of Zürich #1 in three dimensions of sustainability: people, planet and profit in light of the city’s 2000-watt society initiative. Additionally, Zürich is known to hold the European Energy Award® Gold for its commitment in sustainable policies. This is the highest certification given to cities that have implemented 75 percent of their commitment plan to sustainability. Additionally, the city was awarded 2nd place in quality of living by Mercer consulting company and 8th in the Global Destination Sustainability Index (Zürich Tourism, n.d.).
Zürich Tourism's objectives in energy efficiency have encouraged stakeholder participation and partnerships in social responsibility. In 2010, Zürich Tourism became part of the Sustainability Charter created by the Swiss tourism industry (Zürich Tourism, n.d.). The DMO has obtained ISO 9001 and 14001 environmental certifications in the reduction of CO2 emission gases.
Benefits and consequences for consumers
In an effort to create a sustainable lifestyle and location, certain benefits and consequences appear for consumers. The 2000-Watt Society provides the promotion of a greener economy for the city’s relationships and partnerships with stakeholders and participating business. All economic efforts are a consequence of spending patterns due to sustainable practices. These efforts also create visibility and awareness on the destination creating a “pull” or motivational factor for local and international visitors. For consumers, especially those interested in Ecotourism, this city becomes a special interest travel (SIT) destination. Also, consumers get to enjoy, live and interact in a more active, efficient and environmentally conscious location. More opportunities arise to improve personal health and wellness, economy and knowledge of the destination.
Since the 2000-Watt Society initiative became part of Zürich municipal code, it has become a lifestyle rather than an optional practice. This forces visitors and residents to comply with the regulations and can create resistance in adaptability (City of Zürich,n.d.). Also, consumer’s lack of understanding of a destination’s culture and social interactions hinders the destination’s sustainable practices and social interactions. Consequently, there is a language limitation due to the lack of information English. This creates a language barrier for many international consumers. Nevertheless, there are no consequences in regards to the sustainable practice but some challenges are found regarding the quality of information for consumers.
Benefits and consequences for the destination, tourism industry and the local residents
When it comes to the destination, tourism industry and the local residents, the 2000-Watt Society provides multiple benefits to consider. This sustainable practice will provide the destination the opportunity to enjoy a reduction of CO2 emission gases, a decline in nuclear energy consumption and the conservation of Zürich’s natural resources. This provides a healthier quality of life for residents and consumers. This sustainable practice will set the bar for sustainability efforts for other destinations and industry conservation initiatives. It will create environmental appreciation in the industry and pride amongst residents.
Other benefits include an increase in employment opportunities with the growth of this industry and special interest travel (SIT) market. This showcases a boost in economic opportunities through lower costs in energy consumption and less living expenses. The rise in (SIT) market has benefited the destination’s image and positioning while creating a positive and eco-friendly brand identity. Additionally, as part of the governmental regulations of the city, the 2000-Watt Society created multiple partnerships with the local government, city organizations and stakeholders. This provided Zürich with better strategies for the city’s future sustainable development.
The 2000-Watt Society is considered a long-term plan that could take from 50 to 100 years to complete and implement. In order for the city to become completely sustainable, many historic buildings and locations need to be modified to comply with the regulations. Residents could become resistant to this change in their surroundings and in the city’s national structures. This resistance to adaptation and lack of understanding in energy conservation could be challenging for the destination and travel industry. As a travel destination, Zürich will face other destinations that possess similar sustainable practices drawing attention away from potential consumers and travelers to the city. Consequently, these sustainable practices could over saturate the destination of Swiss resident and consumers wanting to move and enjoy the sustainable lifestyle in Zürich. This can cause discontent with residents and the destination could become saturated with non-residents oblivious to the sustainable practices.
How can this best practice be encouraged for other DMOs
“DMOs are should be catalyst and champion for sustainability within its destination” (Morrison, 2013, p.182). This is a true statement regarding Zürich Tourism’s accomplishment in lowering the emission of CO2 gasses in less than 20 years. Other destination management organizations can benefit from Zürich sustainable practices by partnering with organizations and companies that share the same sustainable goals. This has been one of Zürich’s strategies in a mission to achieve social responsibility and energy efficiency. Moreover, Familiarization Tours (FAM) are effective in showcasing the city’s sustainable practices, giving other DMOs the opportunity to experience their efforts first hand. Integrated Communication Technologies (IMC) will also benefit sustainable efforts in providing effective communication channels for the distribution of information. Websites and social media channels are most effective mediums for sharing information on a global and local scale. It is important to have the necessary information delivered in the most transparent way.
The organization that should be in charge of encouraging more sustainable practices by DMOs
Public and private partnerships have demonstrated to be responsible for Zürich’s current success in sustainability. The City of Zürich, Zürich Tourism and the Switzerland government need to continue their relationship and support of sustainable practices. Country-wide, it is important to cultivate partnerships between Switzerland’s Board of Directors and Zürich’s Managing Board. “DMO’s can achieve much more for their destination when they work in cooperation with others…”, effectively strengthening the allocation of sustainability in their destination (Morrison, 2013, p.16).
On a global scale, key organizations focused on sustainability and tourism are needed to encourage Zürich sustainable practices. The most predominant are World Tourism Organization (UNWTO), United Nations Educational, Scientific and Cultural Organization (UNESCO) and United Nations (UN). The suggested organization share a worldview in social, environmental and cultural needs, making sustainability a priority. “Only when cities and countries start working together to form a sustainable society in the world, with a shared consciousness of responsibility for this and future generations, we will be able to successfully master the challenges of globalization and climate change” (City of Zürich, n.d).
On a global scale, key organizations focused on sustainability and tourism are needed to encourage Zürich sustainable practices. The most predominant are World Tourism Organization (UNWTO), United Nations Educational, Scientific and Cultural Organization (UNESCO) and United Nations (UN). The suggested organization share a worldview in social, environmental and cultural needs, making sustainability a priority. “Only when cities and countries start working together to form a sustainable society in the world, with a shared consciousness of responsibility for this and future generations, we will be able to successfully master the challenges of globalization and climate change” (City of Zürich, n.d).
If I were in charge of this organization, strategies, tactics and actions that I would use to encourage more sustainability
If in charge of Zürich Tourism, I would create a long-term tourism plan to monitor current sustainable practices extended to all of Zürich’s cantons. The key to guaranteeing the success of the plan is “…to find other organizations or individuals with the same or similar goals or objectives to the DMO’s” (Morrison, 2013, p.203). I would continue with the established stakeholder relationships and look to create new industry partnerships with local businesses and industries. I would engage with other cities and destinations that share similar practices or sustainable objectives. These practices will be evaluated via a SWOT and destination analysis. To complement Zürich’s evaluation, visitor and resident surveys will be conducted on a yearly average to “…ensure that the activities, experiences and benefits are actually available and are delivered at a level that meets or exceeds tourists’ expectations” (Morrison, 2013, p.413). This long-term plan will provide an overview of Zürich current sustainable success and the city-wide sustainable implementation since current practices only extend to certain areas in the city.
Zürich best practices will be shared with local stakeholders, organizations and the local government. In order to maintain these relationships, “…tourism stakeholders in the destination should be able to see what the DMO is doing and understand its decision-making”(Morrison, 2013,p.258). Also, it is important to create community awareness and involve all shareholders through training programs and employment opportunities in the destination. These sustainable practices will be shared utilizing IMC tools, social media, TV, trade magazines and word of mouth.
My role in supporting and improving sustainability of tourism destinations as a consumer and/or industry practitioner
Before visiting a destination it is important to research and understand the location's social, cultural and environmental practices. Conducting detailed research will provide me, as a consumer, the necessary information to respect and act accordingly during my time in the destination. Engaging in sustainable behavior will provide a sense of responsibility and fulfillment as a traveler and consumer. Later on, these learned practices could be applied and shared in my daily environment, bringing sustainability home.
As an industry practitioner, I would meet with influential individuals, organizations and government officials to discuss effective sustainable strategies for the destination. Based on the destination’s needs and objectives I would make recommendations. Additionally, I would share sustainability practices and provide training to stakeholders and interested individuals.
When coming into contact with destinations like Zürich, it is necessary to understand the importance of protecting the city's resources and practices. It is because of sustainability and the involvement of conscious individuals, that this city continues to maintain its beauty, authenticity and future as a travel destination.
References:
Arcadis. (2016). Sustainable city index 2016. Retrieved on April 16, 2018, from https://www.arcadis.com/en/global/our-perspectives/sustainable-cities-index-2016/
City of Zürich. (n.d.) 2000-watt society. Retrieved on April 4, 2018, from https://www.stadt-zuerich.ch/2000-watt-society
City of Zürich Office for Environmental and Health Protection Zurich. (2011). On the way to the 2000-watt society [PDF]. Retrieved on April 3, 2018, from https://www.stadt-zuerich.ch/gud/de/index/umwelt_energie/2000-watt-gesellschaft/publikationen/unterwegs-zur-2000-watt-gesellschaft.html
City of Zürich. (n.d.) Green City. Retrieved on April 3,2018, from https://www.stadt-zuerich.ch/hbd/de/index/entwicklungsgebiete/manegg/projekte_geplant/sihlpapier_areal.html
City of Zürich Office for Urban Development. (n.d.) 2000-watt society: together towards balance [PDF]. Retrieved on April 10, 2018, from https://www.stadt-zuerich.ch/2000-watt-society
Morison, A.M. (2013). Marketing and managing tourism destinations. Abingdon, UK: Routledge
Statistical Office Canton Zürich. (2018). Zürich’s population is growing slightly slower [Media Release]. Retrieved from https://statistik.zh.ch/internet/justiz_inneres/statistik/de/aktuell.newsextern.-internet-de-aktuell-news-medienmitteilungen-2018-zuercher_45_bevoelkerung_45_waechst_45_etwas_45_langsamer.html
Streetfilms. (Producer). (2014). Zürich’s Policies Favor People and Transit, not cars [Video File]. Retrieved from https://www.youtube.com/watch?v=6EUg6PMhomo&t=429shttps://www.youtube.com/watch?v=6EUg6PMhomo&t=429shttps://www.youtube.com/watch?v=6EUg6PMhomo&t=429s
Tourism Zürich. (n.d.). Hand in hand: quality and sustainability at Zürich Tourism. Retrieved on April 4, 2018, from https://www.zuerich.com/en/about-zt/sustainability
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