Fair Trade Tourism reveals new brand and strategic intentions

The new look represents FTT’s business-practise: a people-centric brand that aims to be approachable and light-hearted, while remaining professional and trustworthy.

South Africa’s leading responsible tourism NGO, Fair Trade in Tourism South Africa (FTTSA), is changing its name to Fair Trade Tourism (FTT) in order to signal the intention of becoming a regional responsible tourism certification programme. In parallel with the re-naming, FTT is also unveiling its new brand which has been updated to represent the contemporary and streamlined approach to responsible tourism certification.

The updated brand is symbolic of the progress that the organisation has made over the last decade. It’s a makeover on the outside to match the changes happening on the inside. The new look represents FTT’s business-practise: a people-centric brand that aims to be approachable and light-hearted, while remaining professional and trustworthy.

During 2013-2016 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 activities is consistent with international best practice and 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.

FTT will stimulate supply of certified tourism businesses in 8 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.

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 and the Global Sustainable Tourism Criteria (GSTC). 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.

By electing to stay at or use the services of an FTT-certified business, tourists 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 will undertake this ambitious expansion plan with the generous support of the Swiss State Secretariat for Economic Affairs (SECO) and other donors.

blog comments powered by Disqus