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Research in brief
Keywords
Urban environment, Tourism, Green issues, Sustainability, Toronto, Ecology
Abstract
Applying the practices of ecotourism to an urban environment is a relatively new concept but a concept that merits development in multiple cities. The concept of urban green tourism (urban ecotourism), as pioneered by Toronto's Green Tourism Association, is a working example that demonstrates how a city can promote itself, individual businesses and attractions to provide a unique tourism experience and generate demand for sustainability. This paper seeks to outline how urban green tourism can be an effective approach to addressing the issues of tourism in cities - growth, waste, etc., and demonstrates how sustainable tourism options can capitalize on the existing features of a city. The association promotes local businesses, organizations, natural and cultural features through its green map, green guidebook and Website to educate travellers and industry toward greener practices.
Introduction
Ecotourism is one of the fastest growing sectors of the tourism industry worldwide (WTO, 2003). While it is commonly perceived that ecotourism exists primarily in remote and often tropical destinations, this paper seeks to explore the economic and social benefits of urban green tourism as an approach to urban tourism, how ecotourism in the city is an emerging trend, and how the Green Tourism Association (GTA) of Toronto has successfully contributed to the development of urban sustainable travel, or "urban green tourism" (UGT).
The GTA has been a pioneer in applying ecotourism and sustainable tourism principles in the city since 1996. These concerted UGT practices are now being explored in many cities around the world such as Victoria, Sudbury, Rio de Janeiro and Jerusalem. This concept holds major potential for economic growth while proactively contributing to local quality of life and environment. As more tourists learn about these kinds of initiatives and demand greener options, supply will increase to meet this demand.
In a time when sustaining our resources has become critical, UGT provides a unique set of opportunities not only for greening cities and city-based tourism, but educating people and industry about greening practices in general. A key opportunity provided by gateway cities such as Toronto is that tourists will often go on to secondary destinations beyond the city core. Promotion of UGT...