Biodiversity is the prime natural asset of tourism, and we can safely affirm that in the case of Mediterranean Islands, biodiversity and the societal ecosystem to which it belongs, sustains the vast majority of the economic value of the tourism sector.

5 years ago the strategic plan for Cyprus Tourism affirmed that Cyprus should achieve becoming a sustainable destination in 2010. It could not be anticipated that the debate today would still be around the issue of freighting in more tourists and not about leading efforts for enriching the island’s prime assets, and with it gaining more understanding of the impacts of Biodiversity loss.

Although it would seem logical to think that it is the private tourism sector that should have the prime interest in managing the multiplying economic effects and impacts of biodiversity along the value chain. This leads us to the paradox of Tourism’s role for tackling societal issues linked to Biodiversity.  Obviating the fact that the tourism sector lags far behind other industries with regards to corporate responsibility initiatives, what really hurts an industry as ours, is it’s incapacity to adopt innovative business practices that could actually expand economic opportunities, where strategic societal issues have always represented a challenge.

The reality we face about Tourism is that it is a competitive and specialised commercial sector, which does not have in its nature, the prioritisation of development of society over profits.  Not only is this not a shareholder priority, it’s a practical impossibility for CEO’s to have this as part of their play-book. Operating with tight profit margins and the lack of ample cash reserves, the small scale enterprises which constitute the vast majority of operators, have little margin for risk taking.

In sum, since it is not economically viable for the Tourism sector to address the needs of generating economic value while adopting strategies that exceed returns for society, visitor value and enhancement of ecosystems. Then, might one ask, with whom or where should this responsibility fall?

Confronted with the limitations above and the challenges posed by climate change, I still believe that the keys of prosperity for Tourism will result from acting upon leadership, innovation and aiming for the development of an industry that takes in Biodiversity.

We still have an excellent opportunity to collaborate among businesses, the scientific community and the dedicated ngo’s, to set new heights of excellence for Cyprus as a tourism destination.  Understanding the requisites, taking advantage of the present opportunities and adding to new initiatives will help to forge this new path; for a Tourism from Biodiversity.

• But what is exactly Biodiversity and what should it mean to me?
• What are the economic multipliers that can I be managing better?
• What are the societal challenges linked to Biodiversity?
• What new initiatives will constitute this new Path?

The time is not only for answers, but for taking the steps to look for new collaborative and networking alternatives that will compensate the risks of hoping that business gets back to being as usual again. 

*Patrick D. Heuchenne directs Spanish office of Avantless and is project leader for etourism forum cluster initiative; an impulse for innovation, cultural development and sustainability in tourism.
Join Biodiversity http://budurl.com/JoinBiodiversity
World Tourism Day 27th of September 2010 is dedicated to Biodiversity http://budurl.com/WorldTourismDay