SUSTAINABILITY & STEWARDSHIP TOOLKIT
CalTravel is committed to helping members champion sustainability and stewardship practices that enhance the economy, environmental health, visitor experience, and well-being of residents—ensuring tourism grows responsibly and has a positive impact on communities. Together, we can protect our Golden State and ensure it remains a viable place to visit, live, and work—now and in the future.
Use the toolkit below to discover programs, best practices, examples of what others are doing, news, and more.
CALTRAVEL’S SUSTAINABILITY & STEWARDSHIP COMMITTEE
The goals of the Sustainability & Stewardship Committee are to educate members on best practices, bring in thought leaders, and explore strategies that can have a positive impact on the environment, members’ businesses, and California’s brand. The committee collaborates with other partner organization efforts in this area, including Visit California and U.S. Travel.
We invite all members to participate on this committee so we can create a more sustainable future for California tourism.
If you would like to suggest or submit additional content to be included in this toolkit, please click the button below.
Rob O’Keefe
Chair, CalTravel Sustainability & Stewardship Committee
President & CEO, Monterey County CVB
rob@seemonterey.com
DEFINITIONS
Sustainability is the practice of using resources in an environmentally responsible, socially fair, and economically viable manner, so that their use by future generations is not compromised.
Sustainable Tourism takes full account of its current and future economic, social, and environmental impacts, addressing the needs of visitors, the industry, the environment, and host communities.
Responsible Travel refers to the behaviors or motivations of travelers to make positive impacts to the destinations they visit rather than negative ones.
Ecotourism is an outdated term that describes nature-based forms of tourism in which the main motivation of tourists is the observation and appreciation of nature and the traditional cultures in natural areas.
Regenerative Travel is an aspirational concept that imagines visitation to a destination not only producing no negative social, ecological, and economic impacts, but instead restoring the natural environment, enhancing the quality of life for inhabitants, and improving economic conditions.
Source: Sonoma County Tourism’s Sustainability Terminology Guide
HOW TO GET STARTED
Not sure where to begin when developing a sustainability strategy? Start here! The Sustainability & Stewardship Committee has created the guides below to help members embark on their journeys to a more sustainable future.
WEBINAR RECORDINGS
AGRICULTURE’S ROLE IN SUSTAINABLE TOURISM
Crystal Hilsley, co-founder of Crystal Clear Nutrition Group, discusses how agriculture can play a pivotal role in sustainable tourism. In recent years, there’s been a global awakening on the climate crisis, and travelers are showing increased interest in traveling responsibly. As more travelers seek sustainable travel options, California's tourism industry must evolve to meet those needs and remain a competitive destination.
LEAVE NO TRACE: PROTECTING OUR BEAUTIFUL OUTDOORS
Andrew Leary, Director of Sustainable Tourism & Partnerships at Leave No Trace, discusses the important work they’re doing to protect the outdoors and how organizations can partner with them to create a more sustainable future for tourism. Their state and regional tourism partnerships work to provide a consistent message of sustainable tourism to visitors in states and communities across the country.
VISIT CALIFORNIA: DESTINATION STEWARDSHIP & SUSTAINABLE TOURISM
Ryan Becker, VP of Communications for Visit California, discusses their Destination Stewardship & Sustainable Tourism Plan. The plan outlines five objectives: expand sustainable practices across California’s tourism industry, encourage responsible tourism, develop approaches to shape visitation patterns, infuse the California brand with stewardship, and amplify the sense of pride residents have.
DESTINATION INITIATIVES
BIG SUR’S DESTINATION STEWARDSHIP PROJECT
The Monterey County Board of Supervisors voted to provide significant funding to support the creation of a sustainable tourism plan for Big Sur. The plan will put a renewed emphasis on protecting Big Sur’s natural resources and identify and propose needed infrastructure improvements, while meshing with the existing Big Sur Land Use Plan and the California Coastal Act.
LAKE TAHOE’S TRAVELER RESPONSIBILITY PLEDGE
North Lake Tahoe is committed to being a positive force for environmental stewardship. Before travelers arrive in the region, they are encouraged to take a “Traveler Responsibility Pledge” to help preserve the natural wonders of the Sierra. The six pledge commitments: Become a Steward of Lake Tahoe, Respect the Environment, Stay Educated, Keep Wildlife Wild, Be Fire Safe, and Demonstrate Mindful Travel.
MAMMOTH LAKES’ PROMISE
Mammoth Lakes Tourism is committed to keeping Mammoth Lakes beautiful for future generations. Visitors are encouraged to sign the “Mammoth Lakes Promise” to be a responsible visitor and leave the places they visit even better than when they arrived. The commitment focuses on reducing waste, outdoor safety and preparation, respecting wildlife, protecting water, and sustainable transportation.
MONTEREY COUNTY’S “SUSTAINABLE MOMENTS” CAMPAIGN
Monterey County CVB developed a “Sustainable Moments” campaign to educate visitors about responsible travel, which minimizes negative impacts, brings economic benefits to host communities, and preserves the cultural and natural resources of the destination. It highlights the importance of this practice and how to experience a sustainable vacation.
SONOMA COUNTY TOURISM’S “PAUSE & EFFECT” CAMPAIGN
Sonoma County’s “Pause & Effect” campaign educates visitors on the effects of their actions while traveling. It invites visitors to pause before they play, because every moment is an opportunity to make more sustainable choices, and every choice—from how you get there to where you stay and what you do—has an effect on Sonoma County.
VISIT OCEANSIDE’S SUSTAINABLE TOURISM MASTER PLAN
Visit Oceanside is working with the City of Oceanside to develop a Sustainable Tourism Master Plan, which will provide a 10-year action plan for responsible tourism growth. The plan will identify steps for pursuing the experiences, infrastructure, product, and policies that will safeguard the long-term health of the destination and a high of quality of life for residents.
VISIT SLO CAL’S OCEANO DUNES STEWARDSHIP STUDY
Visit SLO CAL cooperatively funded an independent study of the Oceano Dunes. The study provides recommendations for consideration of the future development, management, and promotion—organized across five main categories: Regional Stewardship, Infrastructure and Investment, Product and Experience Development, Park Management and Operations, and Marketing and Communications.
VISIT TRUCKEE-TAHOE’S “SUSTAINABLE TRUCKEE” INITIATIVE
Sustainable Truckee is a strategic initiative created by Visit Truckee-Tahoe for stewardship programs, services, and sponsorships that protect and enhance Truckee. Funding has supported projects such as the Sustainable Truckee Gift Card, outdoor recreation maps, ambassador program, trailhead signage, all-inclusive trails, parking expansion, and more.
BUSINESS INITIATIVES
CARNIVAL CORPORATION’S SUSTAINABLE FROM SHIP TO SHORE REPORT
Carnival Corporation details industry-leading initiatives as they work towards net zero emissions by 2050. Explore their list of 2030 goals and 2050 aspirations, progress reports on accomplishments, and details about the initiatives that have helped them reach this point.
ANAHEIM TRANSPORTATION NETWORK’S ELECTRIFICATION PLAN
ATN is committed to providing reliable public transit that reduces congestion and improves air quality. As a nationwide leader in transit electrification, they operate the largest fleet of zero-emission vehicles in Southern California, have significantly reduced Greenhouse Gas Emissions, and are building solar-powered facilities to power their electric needs.
MONTEREY BAY AQUARIUM’S SUSTAINABLE RETAIL OPERATIONS
The Monterey Bay Aquarium is committed to reducing sources of ocean plastic pollution, combating climate change impacts, and modeling best practices of environmental sustainability. They ensure their retail operations are in line with these goals—from reducing apparel made of synthetic materials to eliminating plastic toys from their gift shops.
SEAWORLD’S COMMITMENT TO CONSERVATION
SeaWorld is committed to finding ways to protect the environment to ensure a better future. They provide financial support for conversation projects, including coral reef restoration, coastal erosion prevention, habitat protection, and keeping oceans clean. They also seek sustainable food sources for park guests and animals. Each ticket sold helps support animal rescue efforts.
THE RANCH AT LAGUNA BEACH’S OPERATIONS
The Ranch at Laguna Beach is paving the way for more hospitality companies to make the planet a priority. Their dedication to sustainability is shown through their everyday operations—breaking down glass bottles to replenish sand on their golf course, growing their own produce, composting food on-site to create nutrient-rich soil, and reducing plastic by using bamboo key cards and aluminum cups.
BEST PRACTICES
Better Destinations: Creates thriving tourism economies while addressing complex challenges
Blue Zones Project: Helps people live longer and better through community transformation programs
California Green Lodging Program: Certifies lodging facilities that demonstrate water and energy conservation, waste minimization, recycling, environmentally friendly purchasing, program sustainability, and pollution prevention
Global Sustainable Tourism Council: Fosters the increased knowledge, understanding, adoption, and demand for sustainable tourism practices
Leave No Trace: Pioneers science and provides proven, research-based solutions for the protection of the natural world
Smith School of Enterprise & the Environment: Addresses climate change and environmental sustainability by bringing business into the conversation
Sustainable Travel International: Protects and conserves our planet’s most vulnerable destinations by transforming tourism’s impact on nature and people
The Travel Foundation: Ensures that tourism has a positive impact on destination communities
United Nations: Provides a shared blueprint for peace and prosperity for people and the planet
Visit California: Provides a roadmap to ensure the ongoing vibrancy of California’s travel and tourism industry
World Trade Organization: Puts emphasis on the role that trade plays in promoting sustainable development
NEWS
GDS-Index Criteria Update: A Step Forward in Sustainable Tourism — 2.26.24
The Myths of Responsible Tourism — 7.19.23
Gem Hunters Found the Lithium America Needs. Maine Won’t Let Them Dig It Up — 7.17.23
United Airlines Produced the Most Emissions Last Year, it Also Used the Most Sustainable Fuel — 7.14.23
The Long Road to Sustainable Lithium-Ion Batteries — 7.5.23
Beyond Borders: Rethinking the Sustainability of Long-Haul Travel — 5.26.23
3 Sustainable Travel Trends For 2023, According To Kind Traveler — 5.8.23
Most American Travelers Don’t Book Based on Sustainability Policies — 4.26.23
Survey of Travelers Finds 76% Want More Sustainable Options — 4.23.23
San Francisco Leads the Way in Sustainable Hospitality — 4.10.23
California Leans Into Sustainable F&B Plans for Events — 4.6.23
Enviornmental Impact of Direct Lithium Extraction from Brines — 2.23.23
Can Aviation Ever Be Sustainable? — 2.1.23
Visit California Launches an Initiative to Promote Smart, Sustainable Tourism — 1.24.23
Yes, You’re Welcome to Visit Lake Tahoe — 11.18.22
Fodor’s No List: 10 Destinations to Reconsider in 2023 — 11.2.22
Early Lessons From Vancouver Island Tourism’s Shift From Marketer to Social Enterprise — 7.18.22
