SA Tourism Stay Business: Embracing Sustainability

GSTBlog.com put some questions to Dr Niël du Toit, CEO of Go Sustainable Tourism (GST)

GST: In the light of the global move towards sustainable solutions in tourism can one describe South Africa’s tourism sector, and more specifically the tourism stay sector in South Africa, as being at a crossroads?

NdT: Being at a crossroads is a situation when the future road is not clear and where there is a decision required as a choice between various options, and where a detailed route map is needed.

Dr Niël du Toit

GST is such an option for the tourism stay business.

GST offers a detailed route map in the form of a management method, for interested owners to manage their business with sustainability as the purpose, and at a place in a specific geographical region of South Africa. I refer to such a region as a kontrei.

The GST management method uses a questionnaire and a verification method for auditing purposes, so that the audited results can be sufficiently tested for validity.

Some aspects of the management method may have immediate relevancy eg. regarding solid waste management, local employment and others. The overall effect of the management method is to provide a realistic option of lifelong learning for improvement and future benefits, by investing locally but also contributing globally to the sustainable movement in tourism.

A number of certification options for sustainable tourism are available for the tourism stay owner to choose. I can only substantiate my approach with the GST Management Method for the tourism stay owner to consider.

My thinking about sustainability was influenced by specific people such as Buckminster Fuller (architect, systems theorist, sustainability pioneer) who famously declared "The most important thing about Spaceship Earth - an instruction book didn’t come with it". Then there is also Russel Ackoff, an organisational theorist who applied systems thinking to management.

However, my approach was influenced to a much greater degree by people such as the economist Stuart Hart, as well as Peter Senge, a systems scientist and author of books on systems thinking and organizational learning. A memorable quote from the latter: "Never doubt what one person and a small group of co-collaborators can do."

I try to be a systems thinker due to my belief about the interconnectedness of all of reality, and the human freedom to respond and thus to interact with reality. I see this as a lifelong learning journey.

I adhere to the philosophy of language that would encourage us to properly define sustainability at the theoretical level, but then also to refer to its practical implementation.

I use the definition for sustainability as sustainable development commonly known as the Brundtland definition (United Nations):

"Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs."

I then applied this definition to the tourism stay business by developing four equitable "legs" (conservation, company, customer, community) of a sustainable stay business with a geographical focus on the place (kontrei). It was now possible to move on to practical implementation of sustainability through developing the GST management method for managing the stay business with sustainability as the purpose.

GST: Why should Owners of tourism stay businesses consider GST?

NdT: Owners of tourism stay businesses who would like to manage the business for sustainability can choose GST as the option and see their contribution being acknowledged - certified - and have the satisfaction of knowing their contribution is serving the bigger picture.

GST: Given the many sustainability challenges facing the development of sectors in the tourism industry, what is the desired contribution that GST can make in this arena?

NdT: Regarding the tourism stay business, I agree with Peter Senge that working to create a sustainable world (Senge’s viewpoint) - or creating a sustainable tourism stay business (GST's view) - is a "necessary revolution". All participants in the GST portfolio agree that this management for sustainability is not easy, and the effects may only be visible in the longer term. They refer to being responsible to the Higher Purpose in the GST management method as a meaningful approach.

GST: What benefits do participants expect through GST certification?

NdT: There is general agreement that the scope of the management objectives as approached through the certification questionnaire contributes to tourism stay owners attending to a growing number of sustainability issues, giving the participants a sense of satisfaction. They also report a renewed purposefulness as a meaningful contribution to effectiveness.

GST: How does GST help product owners move beyond box-ticking to embed sustainability meaningfully across their operations, finances, and community relationships?

NdT: GST uses the verification audit method where the management by objectives standard of the product owner is measured by using a universally accepted method. This is in essence not a box-ticking assessment but rather one of acknowledgement of contributions and learning to improve results during the next biannual audit.

GST: What does the GST certification process entail, and how does it ensure long-term accountability and credibility for tourist stay businesses?

NdT: The following route applies: interested owners click to join on www.gstblog.com or www.gosustainabletourism.co.za After investigating the applicant's website, I will contact them to listen to any questions and to find out if they want to join the movement. On completion of the cooperation agreement, I inform the assessor to contact the owner to complete the questionnaire and make an appointment for the verification audit. The verification audit gives an indication of the management standard of the owner. The statistical validity of the audit results contribute to the credibility of the certification.

GST: Have tourist behaviors and expectations shifted in recent years? Is certification becoming a competitive differentiator?

NdT: A spontaneous interest, maybe a demand, for sustainability appeared after COVID especially in the tourism sector of the economy. It seems to be a global tendency. We at GST have over the past 15 years compiled a trustworthy profile description of the target market. Our aim is to produce a certificate for tourism stays that these niche market tourists can trust.

GST: What risks do businesses face if they delay or avoid sustainability adoption?

NdT: Although sustainability has become a buzzword in the tourism industry, my perception is that the bulk of the customers and tour operators still shop on price alone.

Informal talks show that individuals and small groups prefer places that are certified. A persisting problem is that there are various certifications making the trustworthy choice difficult.

GST: How does GST support the inclusion of local communities in sustainability efforts?

NdT: Our questionnaire on C2 Community covers aspects of the local community like the employees, the number of staff members and their positions, contractual and financial aspects, non-financial benefits and involvement in the broader community, local service providers, local supply chain members and co-ownership.

GST: How can sustainability certification become a catalyst for inclusive economic growth, job creation, and transformation in the tourism industry?

NdT: The GST certification represents stakeholders. Thus wealth is created not exclusively for shareholders but wealth is spread to stakeholders. If transformation in the question refers to BEE, then BEE is not a prerequisite for joining GST.

GST: Looking ahead, what is your vision for South Africa as a global leader in responsible, sustainable tourism over the next decade?

NdT: Good question but unfortunately, I cannot speak for the industry. GST is a startup business focused on contributing to sustainability in a segment of the industry. The value or merit of the GST contribution will depend on the achievement of the future market share.

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