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 First Hotel Certified in Sustainable Tourism in Brazil

The hotel Canto das Águas (Song of the Waters) in Brazil´s beautiful Chapada Diamantina region is the first hotel to be certified under the official Brazilian Sustainable Tourism Standard (ABNT NBR 15.401).

The hotel was established more than 20 years ago in the historic diamond town of Lençois in the Chapada Diamantina, one of Brazil´s top outdoor adventure destinations. The hotel is known for is charm and hospitality and its attention to its socio-environmental responsibilities. It has been part of the Roteiros de Charme, an independent hotel network that has an environmental code of conduct, since 2003.

The Brazilian Sustainable Tourism Standard is one of the results of Brazil Sustainable Tourism Program, coordinated by the Instituto de Hospitalidade and financed by IADB and the Brazilian Government. Apart from developing the standard and incorporating it into Brazil’s official system, the program (called PCTS/Bem Receber in Brazil) created best practice manuals and offered extensive training programs for accommodations by destinations. Since 2009, two organizations in Brazil are accredited at INMETRO to audit and certify for conformity assessment with the NBR 15.401.

With this first certification for Canto das Águas, the Brazil-wide investment in informing and preparing destinations and accommodations, more hotels are expected to follow suit.

- Read the interview with owners Catan and Yasmin by Ariane Janér -Instituto EcoBrasil

Further background on sustainable tourism certification internationally and in Brazil.


1. International Scene: Sustainable Stewardship Council, Green Globe and ISSO.
Internationally, there are three developments to watch:

a) Sustainable Tourism Stewardship Council (STSC) is planning to launch in 2009
This initiative powered by Rainforest Alliance and The International Ecotourism Society has been building partnerships and support for an international accreditation system for sustainable tourism.

The STSC has presented a business plan and is supported by UNEP, UNWTO and the United Nations Foundations and also by major tourism trade organizations and NGOs. A benchmark of Global Sustainable Tourism Criteria (see at www.sustainabletourismcriteria.org) has been developed and was open to public consultation until October 2008.

The IH&RA announce in December of 2008 that announced that the Global Sustainable Tourism Criteria would be used in IH&RA accommodation certification, which is planned to start in 2009.

More information at: www.sustainabletourismcriteria.org

b) Green Globe International Powers Up
Green Globe is, at present, the only sustainable tourism certification system with a global reach. It started out as a “membership” program in 1994 and has always targeted establishing itself as a global brand. The initial focus was large hotels and resorts, particularly in the Asia-Pacific region. In 2002, it added an accreditation program. However, the organization was held back by lack of financial resources until recently.

In 2008, control of the organization was bought by GTREX Capital and later in the year the Omnitourism Group (owner of TravelMole) took a stake as well. With new funding, Green Globe International is now powering up. It recently announced a partnership with Green Hotel Certification for co-branding, initially targeting the Americas and Europe. Green Globe also has strategic partnerships with PA Consulting, MCI, EC3 and Wallace Partners.

More information at: www.greenglobeint.com/

c) ISO is working on Tourism Certification
ISO, the International Standards Organization, created Technical Committee 228 (TC228) for Tourism and Related Services in 2008. There was opposition from some European countries regarding the creation of international standards in highly developed areas such as catering, accommodation and tour operation. For now, ISO is not specifically focusing on sustainable tourism nor on accommodation. There are working groups set up for Recreational Diving, Health Tourism, Tourism Information, Golf, Beaches and Natural Protected Areas. A proposal for Adventure Tourism, co-sponsored by Brazil and UK has been made with a decision expected in April 2009.

More information at: www.iso.org

2) Brazil has done its Homework
Since 2002, the Brazil Sustainable Tourism Program (PCTS), coordinated by the Instituto de Hospitalidade and sponsored by IADB, Ministry of Tourism, Small Business Support Service (SEBRAE) and the Brazil Export Promotion Agency (APEX), has worked hard to develop a national certification system for sustainable practices in accommodation and started preparing businesses for the new phase of tourism. At the end of 2008 the status is the following:

a) Creation of National Standard (ABNT NBR 15.401 – available at www.abnt.org.br) This standard meets the Global Sustainable Tourism Criteria. ABNT is a founding member of ISO;
b) A Certification System for Conformity Assessment has been put in place, in accordance with the National System and with INMETRO as the accreditation agency. Several organizations have applied as certifiers;
c) Auditors have been trained in accordance with INMETRO procedures;
d) In 27 destinations of Brazil, more than 400 small accommodations have received practical training in how improve their sustainability and meet the standard. This training included pre-audits, workshops and visits by specialist consultants;
e) Training and Best Practice Manuals have been prepared and widely distributed;
f) International promotion of selected destinations and companies in sustainable tourism context;
g) Research amongst participants in the program shows significant improvement in performance and competitiveness; h) In December, several accommodations are preparing for certification audits in 2009. i) Though the Program itself has ended, the key organizations involved are now building on these solid foundations

More information: www.hospitalidade.org.br and
www.abnt.org.br

Brazil is also active in Adventure Tourism Certification. The Aventura Segura (Safe Adventure) is coordinated by ABETA (Brazilian Adventure Tourism Trade Organization) with strong support from the Ministry of Tourism and SEBRAE.

The focus of this program is responsible and safe adventure tourism operations and the first results show that structured action can transform destinations. The foundation of the program is the development of a structured group of adventure tourism standards. At the end of 2008, the status is the following

a) Creation of 31 adventure tourism standards;
b) 10 Good Practice Manuals releaseda and 34 Qualification Courses administered;
c) Technical support directed at achieving safety management certification in 16 destinations covering 13 states and 182 companies
d) Certification organisations are in the proecess of accreditation and the first companies are preparing for their certification audits.
e) Notable improvement of service quality and safety
f) Better organization of destinations
g) Higher consumer awareness concerning safety and sustainable development.
h) International reference and interest from Peru, Argentina and Paraguay to adopt similar programs
i) The Program will continue into 2009 and new companies are expected to join up, while the the first adopters will be in the process of certification.

More information: www.abeta.com.br