It must be maddening for firms to read negative press about their sustainability efforts (or presumed lack of efforts). I encountered one such firm on a March 2011 study abroad trip to Costa Rica. In preparation for the trip I had read an article on ecotourism in Costa Rica published in a popular ecotourism anthropology book. In the article, the author chose two hotels/resorts to demonstrate both the good and bad of ecotourism in Costa Rica.
The good resort was a very small eco-lodge that had attained the highest level of sustainable tourism ranking from the ICT (government agency that ranks hotels on sustainability). The resort had less than 20 rooms on
a property of 1,000 acres in the rain forest. The resort hired only local workers and had built and supported a school for the local community. Guest rooms did not include Internet or phone and the resort offered a full program of nature hikes and activities for guests.
The "bad" resort was the Four Seasons at the Papagayo Peninsula. The author cited controversies about the development of the resort--hotels were built too close to the waterfront, no environmental impact studies were done, runoff from the golf course was impacting the coral reef etc. The primary objection the author seemed to have with the development was that it was upscale and large (the Four Seasons had 155 rooms on 935 acres). The development was described by the author as a "mega-resort" and the "antithesis of "green" development." I decided to set up an appointment for my students to meet with the Papagayo Peninsula development office to discuss sustainability issues.
We spent an afternoon with the Manager of Community Relations of Ecodesarrollo Papagayo learning about the Papagayo development and came away with a completely different impression of the sustainability efforts of the resort. We learned about the four pillars of the development's philosophy: respect for national legislation, quality, respect for the environment, and strengthening community development. We toured one of the six water treatment plants in the development that recycles all waste water for use in irrigation of common areas of the development. We were told that marine biologists had studied the population of marine life in the area where the marina was built both before and after development. These marine biologists had identified 10 more species of fish that were found in the area AFTER the marina than before. We were shown how roads were developed to follow the natural typography and how 70% of the land was maintained in its natural state. We even had to stop our tour bus so that monkeys could cross the road (we saw more wildlife within the development than we had seen anyplace else).
We also learned about Creciendo Juntos (Growing Together), the development's community outreach programs. These programs have worked with 19 communities in the area (impacting 16,000 people). The programs had impacted 18 schools and 3 high schools--almost 4,500 students had benefited from programs provided by Papagayo Peninsula! We were told how some of the least advantaged people in the surrounding communities had appreciated help they received from guests at the Four Seasons--both monetary gifts and services such as house painting. This didn't seem like a "bad" example of ecotourism to us nor did we feel that this was all "greenwashing."
Once home, I did a bit more research. I learned that in 2007 the Four Seasons had earned a 4-leaf Certification for Sustainable Tourism (just one level less than the "good" resort). I confirmed that the hotels that had triggered much of the negative press about Papagayo had been closed down.
This story provides a cautionary tale for sustainability advocates. Negative stories sometimes persist even after problems have been addressed and rectified. Broad generalizations can sometimes unfairly tarnish well-meaning companies. It is easy to be cynical when one thinks of a wealthy Four Seasons guest on holiday bringing a backpack stuffed with school supplies to share with a Costa Rican child, but without programs like Creciendo Juntos, would that guest ever think of doing something for the local community? While a few crayons and paper may not seem like much, I suspect it is more than most hotel guests elsewhere share with the locals.
To counter negative press, firms that follow sustainable practices need to take steps to insure that they tell the story of their good deeds--through their annual reports and web sites at least. I am glad we decided to visit Papagayo Peninsula--my students and I were very impressed with their sustainability efforts and wish them great success in the future.
Do you think smallness is a necessary condition for eco-tourism or can large scale resorts like the Four Seasons provide an effective eco-tourism experience?
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