New brand and strategy for Fair Trade in Tourism South Africa
‘The expansion to other destinations will be pursued gradually, based on demand and resources, with Madagascar being the first destination expected to launch Fair Trade Tourism certification shortly.’ – Katarina Mancama: marketing manager, Fair Trade Tourism
Fair Trade Tourism (FTT) has also unveiled its new brand, which represents a contemporary, streamlined approach to responsible tourism certification.
The new brand signifies the progress FTT has made in the last 10 years, and represents the NGO’s business practice – a people-centric brand that aims to be approachable and light-hearted while remaining professional and trustworthy.
According to Katarina Mancama, FTT marketing manager, between 2013 and 2016 FTT will transform itself from a ‘hybrid certification-cum-development organisation’ into a dynamic, professional market development organisation with one or more outsourced certification service providers.
‘Separating certification from market development is consistent with international best practice. It engenders various opportunities for the market development organisation to facilitate business development and other services directly and indirectly to FTT-certified businesses without conflict of interest,’ she said.
She added that the FTT would stimulate supply of certified tourism businesses in eight southern African destinations: Botswana, Lesotho, Madagascar, Mozambique, Namibia, South Africa, Swaziland and Tanzania.
‘The expansion to other destinations will be pursued gradually, based on demand and resources, with Madagascar being the first destination expected to launch Fair Trade Tourism certification shortly,’ she added.
As part of the business plan development, the FTT standard has been revised and updated to ensure compliance with national and international guidelines such as SANS 1162 (responsible tourism requirements) and the Global Sustainable Tourism Criteria.
The FTT mark will be awarded to businesses that show commitment to Fair Trade criteria, including fair wages and working conditions, fair purchasing, fair operations, equitable distribution of benefits, and respect for human rights, culture and environment.
Tourists who elect to stay at or use FTT-certified businesses are assured that their travel benefits local communities and economies, and that the business is operated ethically and in a socially and environmentally responsible manner.
FTT is undertaking its expansion plans with the support of the Swiss State Secretariat for Economic Affairs and other donors.