4. Sustainability in attractions and experiences

The dictionary definition is, ‘avoidance of the depletion of natural resources in order to maintain an ecological balance.’

This global conversation is now impacting how every customer facing organisation does business, and the tourism industry is no different. This ultimately will affect how your visitors feel about you, their loyalty and their engagement in your business, and the long term economic sustainability of your business.

According to the greenloop conference, (Blooloop Sustainability conference 2021), The attractions industry is making a lot of progress when it comes to sustainability.  We all know that we should be working towards a greener, more sustainable way of living and working. Doing so doesn’t just have positive outcomes for the planet, it also has beneficial financial implications for operators.  The industry needs to drive profits for a purpose, but key to that purpose is the visitor engagement, making sure that your own visitors come and come again, and spend their money with you, rather than with any alternative. Investment in sustainability, and sustainable practices could be the key to the necessary visitor choice to come to you, rather than your competitors. 

Benefits

Visitor Benefits

How businesses behave is becoming more and more important to influencing visitor choice of attraction and experience.  Public awareness is growing on a wider front, more than environmental issues such as climate change, pollution etc.  Visitors are more discerning when it comes to issues such as privacy rules, and social elements like how they are handling their staff, health and safety, supply chain and sourcing.

Visitors will look more favourably now on sustainability.  It will influence whether they become a loyal lifetime visitor who is highly engaged in your brand, and whether they promote you to friends, family and acquaintances – particularly through social media.

The millennial population – already reaching their 40s - are heavy influencers, and if this is a large proportion of your visitor demographic, you need to be extremely aware of this factor.

Business Benefits

If you are not exploring your sustainability credentials, then your competitors will be.  Your visitors are now demanding it, and will vote with their feet. Millennials are here, and Generation Z is coming through, it is high on the agenda.  Schools have been pushing greater knowledge of the environment and sustainability is key – for all ages of visitor coming to your experience.  After all – who really makes the decision to visit your experience? Mum?  Dad? Grandparents?  Or is it the children…!?

Food Sustainability

In order to understand what needs to change in order to make your food offering more sustainable, you need to understand what food sustainability is.  Food sustainability is not just about the food itself, it is:

• How the food is produced
• How it is packaged
• How it is consumed

Food ‘miles’ also play a part, but this is much more complex.  Use of local ingredients, and the benefits of doing so is covered later in the paper.

Going plastic-free

Sustainability is about more than just the food served.  Guests are also concerned about the use of plastic in restaurants and quick-service facilities. Many attractions are now replacing all single-use plastics in Cafes and restaurants with plant-based products. 

There is now an option to purchase coffee cups, sandwich wrappers, straws and cutlery made from plant-based materials that can be composted. Many attractions are now also removing the option of bottled water, supplying canned water instead (aluminium can be recycled more easily than plastic bottles), or even free water and eco cups on sale.

Using Local/Seasonal ingredients in food offering

Another important part of sustainability is ensuring the food that is used is locally sourced. Using local farmers and local suppliers will reduce food miles, and will fit in with a focus on nature and being environmentally friendly.  Some nature based experiences and attractions use food grown on site in the restaurants or cafeterias. 

With the growing range of farmers markets and other outlets available, one report noted:

Seasonal food can offer:

• better taste
• be more affordable

Local food can:

• Provide freshness
• Reduce food miles
• Offer benefits to local farmers
• Offer benefits to local communities
• Help reconnect consumers with where their food comes from

Best Practices:

• Get to know the local farmers who supply your food
• Be a regular at farmers’ markets
• Look at other outlets for inspiration – local shops, pubs, markets

Seasonal foods in Northern Ireland:

Northern Ireland as we know, has a mild wet climate which means we have a long growing season, and means that sturdy vegetables like cabbage, cauliflower and beetroot will be with us almost all year round.

Berries and fruits will – for the same reason - be only available for a few months in summer.

Jan/Feb/March:   Beetroot, Broccoli, Sprouts, Carrots, Cabbage, Leeks, Cauliflower, Lettuce

April: Cabbage, Cauliflower, Lettuce, Mint, Mushrooms

May: Asparagus, Aubergine, Rhubarb, Spinach, Cucumber, Tomatoes, Parsley

June: Broad/French Beans, Pak Choi, Strawberries, Peppers, Radish

July: Raspberries, Courgettes, Fennel

August: Sweetcorn, Chives, Coriander, Basil, Sage

Sept: Apples, Onions, Peas, Potatoes, Blueberries

Oct: Blackberries

Nov/Dec: Beetroot, Broccoli, Sprouts, Carrots, Cabbage, Cauliflower