ETIS Toolkit Detailed Indicator Reference Sheets

European Tourism Indicator System
Detailed Indicator Reference Sheets

For Sustainable Destinations
DG Enterprise and Industry
February 2013
EUROPEAN TOURISM INDICATOR SYSTEM DETAILED INDICATOR REFERENCE SHEETS
This document has been commissioned by the European Commission as a deliverable of the Study
on the Feasibility of a European Tourism Indicator System for Sustainable Management at
Destination Level. It was developed by:
Main Authors
Professor Graham Miller, The University of Surrey
Dr Louise Twining-Ward, Sustainable Travel International
Dr Murray Simpson, The INTASAVE Partnership
Other Contributors
Heather Clyne, The University of Surrey
Rachel McCaffery, The INTASAVE Partnership
Peter Krahenbuhl, Sustainable Travel International
Marilyn Larden, Sustainable Travel International
Robert Chappell, Sustainable Travel International
Antonio Pezzano, Sustainable Travel International
Brian Mullis, Sustainable Travel International
Ted Manning, Tourisk Inc.
© European Union, 2013
The content of this publication does not reflect the official opinion of the European Union. Responsibility for
the information and views expressed in the publication lies entirely with the author(s).
Reproduction is authorised provided the source is acknowledged.
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Table of Contents
Detailed Indicator Reference Sheets ...................................................................................................... 4
Section A: Destination Management ...................................................................................................... 5
A.1 Sustainable Tourism Public Policy ................................................................................................ 5
A.2 Sustainable Tourism Management in Tourism Enterprises .......................................................... 7
A.3 Customer Satisfaction ................................................................................................................... 9
A.4 Information and Communication ............................................................................................... 11
Section B: Economic Value .................................................................................................................... 13
B.1 Tourism Flow (volume & value) at Destination .......................................................................... 13
B.2 Tourism Enterprise(s) Performance ............................................................................................ 18
B.3 Quantity and Quality of Employment ......................................................................................... 23
B.4 Safety and Health........................................................................................................................ 26
B.5 Tourism Supply Chain ................................................................................................................. 28
Section C: Social and Cultural Impact ................................................................................................... 31
C.1 Community/Social Impact........................................................................................................... 31
C.2 Gender Equality .......................................................................................................................... 35
C.3 Equality/Accessibility .................................................................................................................. 38
C.4 Protecting and Enhancing Cultural Heritage, Local Identity and Assets..................................... 42
Section D: Environmental Impact ......................................................................................................... 45
D.1 Reducing Transport Impact ........................................................................................................ 45
D.2 Climate Change ........................................................................................................................... 49
D.3 Solid Waste Management .......................................................................................................... 52
D.4 Sewage Treatment...................................................................................................................... 55
D.5 Water Management ................................................................................................................... 57
D.6 Energy Usage .............................................................................................................................. 61
D.7 Landscape and Biodiversity Protection ...................................................................................... 64
D.8 Light and Noise Management .................................................................................................... 67
D.9 Bathing Water Quality ................................................................................................................ 69
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Detailed Indicator Reference Sheets
This part of the Toolkit has a reference sheet for each core and optional indicator.
Core indicators are marked in GREEN . Optional indicators are in BLUE . Optional indicators are
those that are not considered essential for destinations just starting their use of indicators. Those
destinations that have advanced their monitoring work would be expected to work with some of the
optional indicators.
For each indicator, a table is provided with methods for monitoring the indicator. The method sheets
include reason the for monitoring, data requirements, unit of measurement, terms that have been
defined in the glossary, data collection instructions, method to calculate the result of the indicator,
frequency of data collection, reporting format, any international benchmarks that may exist,
suggested actions, and any additional references.
These reference sheets should provide a useful starting point for monitoring. The specifics of data
collection responsibility will be different from place to place. Destinations are encouraged to make
notes on this table regarding who is responsible for collecting the relevant information on each
indicator.
The indicator goes here – when this box is green it's a core indicator.
Core Indicator: A.1.1
Blue boxes are for optional indicators.
Reason for measuring This part explains why it is important to measure this indicator
Data requirements What information is needed, e.g. crime data, noise policy
Units of measurement What units to use when recording the information, e.g. $. %
Terms used in the indicator that are explained in the Glossary-
Terms in glossary
See http://ec.europa.eu/enterprise/sectors/tourism/index_en.htm
Destination Management Survey, Visitor Survey, Resident Survey,
Data collection
Enterprise Survey or other official data such as waste reports, water
instructions
reports, crime reports, etc.(will depend on indicator)
Method of calculation How to calculate the result based on the data collected
Frequency of data
How often a destination is expected to collect new information
collection
Reporting format How to best display/analyse the information
International benchmarks Any international points of reference are here
Key Stakeholders/users Who will need to act on the indicator results
What results are they likely to need to take if the information is under
Suggested actions
the expected target?
References Any points for further reading
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Section A: Destination Management
A.1 Sustainable Tourism Public Policy

Percentage of the destination with a sustainable tourism strategy/
Core Indicator: A.1.1 action plan, with agreed monitoring, development control and
evaluation arrangement
Planning is the first step towards long-term sustainability. This

Reason for measuring indicator seeks to determine if a destination has a sustainable tourism
policy and actionable plan, and if so, the completeness of it.
Data requirements The plan and/or policy document
Units of measurement %
Sustainable tourism plan/
Terms in glossary
Sustainable tourism action strategy
Data collection
Destination Management Survey
instructions
Total number of destination villages/towns with action plan ÷ total
number of destination villages/towns * 100 = % of the destination with
sustainable tourism strategy/action plan
Method of calculation
OR Total population of areas with tourism strategy/action plan ÷ total
population * 100= % of population with sustainable tourism
strategy/action plan
Frequency of data
Every one to two years
collection
Reporting format Pie chart
International benchmarks N/A
Key Stakeholders/users Destination Managers, Policy Makers
Suggested actions Extension of plan to cover entire destination area
Check UNWTO Guidelines for Policy-making and Planners
http://pub.world-
References
tourism.org:81/epages/Store.sf/?ObjectPath=/Shops/Infoshop/Produc
ts/1396/SubProducts/1396-1
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Percentage of residents satisfied with their involvement and their

Optional Indicator: A.1.1.1
influence in the planning and development of tourism
Consultation is vital to sustainable tourism. This indicator seeks to

Reason for measuring understand if interested residents are engaged with tourism planning,
and if so, if they are satisfied with their involvement and influence.
Data requirements Results of resident survey
Resident
Terms in glossary
Resident satisfaction
Data collection
Resident Survey
instructions
Total number of resident respondents satisfied with their involvement
and influence in the planning and development of tourism ÷ total
number of resident respondents * 100 = % of local residents satisfied
with their involvement
Frequency of data
Annual
collection
Key stakeholders/users Destination Managers, Policy Makers
Suggested actions Review policies and procedures for involving residents in planning
http://www.e-
References
unwto.org/content/u01642/?p=4283cf23e9c0437da9fe576ebe925bd8&pi=0
Percentage of the destination represented by a destination

management organisation
Ensuring communities are represented is crucial to sustainability. This
Reason for measuring
indicator measures the extent to which they are included.
Data requirements Policy documents showing the jurisdiction of the DMO
Terms in glossary Destination Management Organisation (DMO)
Data collection
instructions
Total number of communities with a DMO ÷ total number of
communities * 100 = % of communities with a DMO
OR Total population of areas represented by the DMO ÷ total
population * 100= % of population represented by DMO
Frequency of data
Every two to three years
collection
Suggested actions Consider including residents outside the DMO area to participate
References
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A.2 Sustainable Tourism Management in Tourism Enterprises
Percentage of tourism enterprises/establishments in the destination

Core Indicator: A.2.1 using a voluntary verified certification/labelling for
environmental/quality/sustainability and/or CSR measures
Certification is an indication of industry interest and implementation

of sustainable business practices. This indicator looks at the
Reason for measuring percentage of tourism enterprises that have had an independent
verification of their sustainability practices and allows Destination
managers and policy makers to create incentives for participation.
Data requirements List of certified businesses, list of all registered tourism businesses
Certification/labelling
Terms in glossary
Environmental/quality/sustainability
Data collection
Enterprise Survey
instructions
Total number of tourism enterprises certified ÷ total number of
tourism enterprises * 100 = % of tourism enterprises certified
Frequency of data
Annual
collection
By 2007, total certified tourism products in Europe were estimated to
International benchmarks be between 6000 and 10,000; and globally there were just less than
15,000 certified businesses and products.
Key stakeholders/users Destination Managers
Suggested actions Actions to encourage increased certification by tourism enterprises
http://www.responsibletravel.org/resources/documents/reports/Ecot
References
ourism_Handbook_III.pdf
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Number of tourism enterprises/establishments with sustainability

reports in accordance with the Global Reporting Initiative (GRI)
This indicator seeks to determine the number of enterprises that have
submitted a globally accepted sustainability report.
Data requirements List of businesses reporting, list of all tourism businesses
Units of measurement Percentage of businesses
Terms in glossary Global Reporting Initiative
Data collection
Enterprise Survey
instructions
Total number of tourism enterprises that have submitted a GRI ÷ total
Method of calculation number of tourism enterprises * 100 = % of enterprises that have
submitted a GRI
Frequency of data
Annual
collection
Reporting format Bar chart to show progress over time
As of July 2012, there were 80 tourism/leisure organisations with GRI
International benchmarks
sustainability reports in Europe and 118 worldwide.
Raise awareness and encourage more businesses to submit GRI
Suggested actions
reports. Highlight those that do.
References http://database.globalreporting.org/
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A.3 Customer Satisfaction
Percentage of visitors that are satisfied with their overall experience

in the destination
The quality of the visitor experience affects the ability of the
Reason for measuring destination to generate economic benefits. This indicator investigates
visitor satisfaction.
Data requirements Results of visitor survey
Terms in glossary Visitor satisfaction
Data collection
Visitor Survey
instructions
Total number of visitors responding as satisfied with overall
Method of calculation experience ÷ total number of visitor respondents * 100 = % of visitors
satisfied with overall experience
Frequency of data
Every one or two years as resources allow
collection
Reporting format Bar chart showing change over time
Brussels – 95.68% of visitors satisfied with overall experience (2012)
International benchmarks Northern Ireland – 99% of visitors satisfied with overall experience
(2003)
Key stakeholders/users All
Low scores require further analysis. Matching the data with visitor
Suggested actions profiles and tourism products can help provide a more in-depth
picture and identify issues to focus on.
http://www.tci-research.com/
http://visitbrussels.be/bitc/static/front/img/db/img_8999.pdf
References
UNWTO practical guide to destination management: section 1.9
Maximising Visitor Satisfaction
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Optional Indicator: A.3.1.1 Percentage of repeat/return visitors (within 5 years)
Visitors who return and become loyal, repeat visitors are often more
Reason for measuring economically beneficial to the destination. Monitoring the percentage
of repeat visitors is important.
Terms in glossary Repeat/return visitor
Data collection
Visitor Survey
instructions
Total number of repeat/return visitor respondents in last 5 years ÷
Method of calculation total number of visitor respondents in last 5 years * 100 = % of
repeat/return visitors in last 5 years
Frequency of data
Annual
collection
Reporting format Bar chart showing trend
Suggested actions Further analysis into satisfaction levels
References
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A.4 Information and Communication
The percentage of visitors who note that they are aware of

destination sustainability efforts
Publicly announcing support for a move towards greater sustainability
is important. This indicator focuses on ensuring public awareness of
the destination’s sustainability position and alignment with its
policies, actions and results.
Terms in glossary Official tourism information
Data collection
Visitor Survey
instructions
Total number of visitors who note that are aware of sustainability
Method of calculation efforts ÷ total number of visitors * 100 = % of visitors who note they
are aware of destination sustainability efforts
Frequency of data
Annual
collection
International benchmarks N A
Key stakeholders/users Destination Managers, Tourism Enterprises, Residents, Policy Makers
Suggested actions Increase the sustainability content of marketing materials
References
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The percentage of businesses that communicate their sustainability

efforts to visitors in their products, marketing, or branding
Educating visitors about the sustainability issues and initiatives in the

Reason for measuring destination is one of the roles of a sustainable destination. This
indicator measures the sustainability content of visitor information.
Data requirements Results of enterprise survey
Terms in glossary Destination visitor information
Data collection
Enterprise Survey
instructions
Total number of businesses that communicate sustainability to
Method of calculation visitors ÷ total number of businesses * 100 = % of business that
communicate their sustainability efforts to visitors
Frequency of data
Annual
collection
Key stakeholders/users Destination Managers, Tourism Enterprises, Residents, Policy Makers
Suggested actions Increase the sustainability content of marketing materials
References
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Section B: Economic Value
B.1 Tourism Flow (volume & value) at Destination
Core Indicator: B.1.1 Number of tourist nights per month

The number of tourist nights is a primary indicator of tourism volume
Reason for measuring in the destination. This indicator measures average volume per month
throughout the year, revealing seasonal patterns in the destination.
Data requirements Number of visitors, tourists, and tourist nights
Units of measurement Occupancy rate (the closest industry standard measure)
Terms in glossary Tourist nights
Data collection Destination Management Survey

instructions
Visitor Survey
Tally number of tourist nights every month
Tally total number of tourist nights annually ÷ 12 = Average number of
tourist nights per month
Frequency of data Monthly
collection Annually
Reporting format Bar chart by month for fiscal/reporting year
Key stakeholders/users Destination Managers, Tourism Enterprises
Monitor annual trends determine if tourism is increasing or
Suggested actions
decreasing tourist nights
References
NOTES:
Note: destinations such as parks with few overnight visitors should use tourist days per month (B
3.1.1.2)
Regional and national tourism statistics usually collect the total number of tourist nights in the region or the
country. In most cases they only include commercial accommodation (not residential tourism), but they
represent good estimations. Furthermore, most are geographically divided into municipalities or small
destinations and temporarily split by months. If these figures are available, it is ideal and there is no need to
collect further data on this. If not, it is necessary to collect the data at the destination level. This can be done
by the destination representatives who can ask for data directly from the different commercial tourism
accommodation enterprises since they have their own occupancy registers.
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Relative contribution of tourism to the destination's economy (%

Optional Indicator: B.1.1.1
GDP)
This measure shows how important tourism is to a destination. A high

Reason for measuring percentage may suggest economic vulnerability due to over reliance
on tourism.
Total value of tourism in the destination made up of revenue
generated from all tourism businesses and their subsectors and
Data requirements
related activities.
Total value of the destination’s economy.
Terms in glossary Relative Contribution
Total value of tourism can only be accurately calculated using in-
Data collection depth survey and economic tools such as Satellite Accounting.
instructions
Total economic value of tourism ÷ total economic value of destination
(GDP) * 100 = % of GDP derived from tourism
Frequency of data
Annual
collection
Reporting format Pie chart, stacked graph
In 2011, the direct contribution of tourism to Europe’s GDP was 2.9%
and the total contribution (direct + indirect + induced income) was
International benchmarks 7.9%. Direct contribution ranged from 1.6% in Lithuania and Germany
to 14.5% in Malta, while total contribution ranged from 4.2% in
Lithuania to 27.7% in Malta.
Key stakeholders/users Policy Makers, Destination Managers
Monitor annual trends to better forecast economic impacts and
Suggested actions
develop policy
http://www.wttc.org/eng/Tourism_Research/Economic_Data_Search
References
_Tool/
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Optional Indicator: B.1.1.2 Number of ‘same day’ visitors in high season and low season
Comparing day and overnight visitors is important. While overnight

Reason for measuring visitors have a higher trip spend, day visitors are often important for
retailers.
Units of measurement Number of people
Terms in glossary Same day visitors
Data collection
Visitor Survey
instructions
Total number of same day visitors in the high season
Total number of same day visitors in the low season
Frequency of data
Annually
collection
Reporting format Bar graph by month for fiscal/reporting period
Key stakeholders/users Policy Makers, Destination Managers, Tourism Managers
Suggested actions Monitor annual trends
http://epp.eurostat.ec.europa.eu/statistics_explained/index.php/Tou
References
rism_trends
NOTES: European tourism statistics are currently limited to at least an overnight stay; as of 2014,
outbound same day visits will be covered as well.
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Optional Indicator: B.1.1.3 Daily spending per same day visitor
To better understand the spending patterns and economic impact of

Reason for measuring day visitors and compare these patterns over time with overnight
visitors
Units of measurement Local currency
Daily spending
Terms in glossary
Same day visitors
Data collection
Visitor Survey
instructions
Tally daily spending per same day visitor respondents ÷ total number
of respondents = Average daily spending per same day visitor
Total annual spending by same day visitors ÷ total number of annual
same day visitors ÷ 365 = Average daily spending per same day visitor
Frequency of data
Annual
collection
Pie chart of spending pattern, comparative bar chart of overnight and
Reporting format
same day spending
In the UK, average daily spending per same day visitor, including
those visits where no money was spent, was £34 (€42.84) in 2011.
Key stakeholders/users Policy Makers, Destination Managers, Tourism Managers
Low tourist spending would suggest the need for product
Suggested actions
development and reinvestment in destination services
http://www.visitengland.org/Images/GBDVS%20Main%20Annual%20
References Report%20FV3%20-%2025%20%20May%202012_FINAL_tcm30-
32969.pdf
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Daily spending per tourist (accommodation, food and drinks, other

Core Indicator: B.1.2
services)
Monitoring tourist spending is a good way of showing the direct

economic impact of tourism to the destination.
Terms in glossary Daily spending
Data collection
Visitor Survey
instructions
Tally daily spending per tourist respondents (in total and by item)÷
total number of respondents = Average daily spending per
Method of calculation tourist/spending by item
Total annual spending by tourists ÷ total number of annual tourists ÷
365 = Average daily spending per tourist
Frequency of data
Annual
collection
Reporting format Bar chart compared with day visitors
In Europe, average daily spending per tourist was €64 for all holiday
trips in 2011.
Key stakeholders/users Policy Makers, Destination Managers
Research and analysis on ways to enhance visitor spending and value
Suggested actions
chain connections
http://epp.eurostat.ec.europa.eu/cache/ITY_OFFPUB/KS-SF-12-
References
028/EN/KS-SF-12-028-EN.PDF
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B.2 Tourism Enterprise(s) Performance
Core Indicator: B.2.1 Average length of stay of tourists (nights)

The economic value of tourism multiplies as the length of visitor stay
Reason for measuring increases. Monitoring average length of stay is an important pulse on
enterprise and destination performance.
Data requirements Tourism data reports
Units of measurement Number of nights
Terms in glossary Tourist nights

instructions
Visitor Survey
Tally the total tourist nights per respondent ÷ total number of
respondents = Average length of stay per tourist
Frequency of data
Annual
collection
Reporting format Bar graph
In Europe, the average length of stay was 5.4 nights for all holiday trips
in 2011
Key stakeholders/users Tourism Enterprises, Destination Managers
Should average length of stay begin to trend downward, investigate
Suggested actions potential causes (limited attractions or activities, reduced value for
price)
References
18 | P a g e
Optional Indicator: B.2.1.1 Average length of stay of same day visitors (hours)
The longer visitors stay in a destination, the more they spend.

Reason for measuring Increasing the average hours spent in a place and monitoring that
increase is a useful indicator of performance.
Data requirements Tourism data reports
Units of measurement Number of hours
Terms in glossary Same day visitors

instructions
Visitor Survey
Tally the total number of hours spent by same day respondents ÷ total
Method of calculation number of same day respondents = Average length of stay per same
day visitor
Frequency of data
Annual
collection
Should average length of stay begin to trend downward, investigate
Suggested actions potential causes (limited attractions or activities, reduced value for
money)
References
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Percentage of ten largest tourism enterprises involved in destination

management/cooperative marketing
Working collaboratively is an indication of the level of trust among

members of the tourism community and it ensures diverse
Reason for measuring perspectives are included in sustainable tourism development. The
indicator measures to what extent tourism businesses are
collaborating.
List of ten largest tourism enterprises in destination (by number of
Data requirements employees).
Results of Enterprise survey
Terms in glossary Cooperative marketing
Data collection
Enterprise Survey
instructions
Number of ten largest tourism enterprises participating in cooperative
Method of calculation marketing ÷ 10 * 100 = % top ten largest tourism enterprises involved
in cooperative marketing
Frequency of data
Annual
collection
Reporting format Pie Chart
Determine if there are opportunities to extend collective marketing,
Suggested actions
looking at good practice from other destinations
References
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Occupancy rate in commercial accommodation per month and

average for the year
Occupancy rates measure the efficiency of accommodation stock
utilisation. A sustainable destination fills up its rooms year-round.
Data requirements Accommodation occupancy report
Occupancy rate (by room)
Terms in glossary
Commercial accommodation
Data collection
instructions
Total number of overnight stays in commercial accommodations per
month ÷ total number of commercial accommodation rooms
available * day in month * 100 = Occupancy rate in commercial
accommodations per month
Method of calculation Sum of monthly occupancy rates for the year ÷ 12 = Average monthly
rate for the year
Total number of overnight stays in commercial accommodations

annually ÷ 12 ÷ total number of commercial accommodations rooms
available * 365 * 100 = Average monthly occupancy rate for the year
collection Annual
Reporting format Bar chart for reporting period, pie chart
In 2011, the average occupancy rate was 64% in commercial
accommodation in the UK.
Key stakeholders/users Hoteliers, Destination Managers
Monitor trends over time, address seasonality issues, and use to
Suggested actions
consider applications for further room development
http://www.visitengland.org/Images/UKOS%20Annual%20summary_
References
FINAL_290512_tcm30-32955.pdf
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Optional Indicator: B.2.2.1 Average price per room in the destination
Price per room is important because it reflects the revenue the

Reason for measuring destination gains from accommodation. When combined with
occupancy rates it reflects the revenue potential of the destination.
Data requirements Price per room, average occupancy rates
Terms in glossary Revenue per available room (REV PAR)
Data collection Enterprise Survey (accommodations)

instructions
Tally average room rate for all available rooms throughout the
destination. Result ÷ x Occupancy % = Revenue per available room
Frequency of data
Annual
collection
Reporting format Bar chart
In 2011, average REV PAR was €66.17 in Europe, ranging from €54.07
International benchmarks in Spain to €75.68 in Italy. In city destinations, REV PAR ranged from
€42.36 in Birmingham to €187.35 in Venice.
Key stakeholders/users Hoteliers, Destination Managers
REV PAR will illustrate the average price for each room and should
Suggested actions
act as a baseline for monitoring trends in destination value
http://www.hotelnewsnow.com/articles.aspx/7359/STR-Global-
References
Europe-results-for-2011
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B.3 Quantity and Quality of Employment
Core Indicator: B.3.1 Direct tourism employment as percentage of total employment

To understand the role of tourism in job creation and the sector’s
relative value in terms of employment generation.
Data requirements Results of employment reports and analysis
Terms in glossary Direct tourism employment
Data collection
instructions
Total number of residents directly employed by tourism ÷ total size of
Method of calculation destination labour force * 100 = % of local residents directly
employed by tourism
Frequency of data
Annual
collection
In Europe, direct tourism employment was 3.3% of total employment
in 2011, ranging from 1.6% in Lithuania to 15.7% in Malta.
Monitor trends to better understand the growth or decline of tourism
Suggested actions
jobs
http://www.wttc.org/site_media/uploads/downloads/european_unio
References
n2012.pdf
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Optional Indicator: B.3.1.1 Percentage of jobs in tourism that are seasonal

A true measure of tourism’s employment generation and value
needs to consider the seasonal variation in employment.
Data requirements Results of employment report
Terms in glossary Seasonal
Data collection
Enterprise Survey
instructions
Total number of seasonal tourism jobs ÷ total number of tourism jobs
* 100 = % of tourism jobs that are seasonal
Frequency of data
Annual
collection
In 2007, 24% of hotel and restaurant employees and 30% employed
in tourist accommodation had a seasonal job in Europe
Try to find opportunities for tourism jobs that are year-round and not
Suggested actions
subjected to seasonal variations
http://epp.eurostat.ec.europa.eu/statistics_explained/index.php/To
References
urism_employment
NOTES: The percentage of jobs that were seasonal ranged from 6% in Estonia and Romania to 55% in
Poland for the hotel and restaurant sector and from 7% in Romania to 41% in Greece for tourist
accommodation in 2007.
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Optional Indicator: B.3.1.2 Percentage of tourism enterprises providing student internships
The skill level of tourism employees is indicative of the quality of the

employment. This indicator helps assess the how many local tourism
enterprises are helping to train the next generation of travel and
tourism professionals.
Data requirements Results of Enterprise survey
Terms in glossary Student internships
Data collection
Enterprise Survey
instructions
Total number of tourism enterprises providing student internships ÷
Method of calculation total number of tourism enterprises * 100 = % of tourism enterprises
providing student internships
Frequency of data
Annual
collection
Key stakeholders/users Tourism Enterprises, Destination Managers, Policy Makers
If this is low, more opportunities for student internship should be
Suggested actions
considered.
References
25 | P a g e
B.4 Safety and Health
Percentage of tourism enterprises inspected for fire safety in the last

year
Public safety is a critical component of destination management and
business operations. Keeping track of which properties and have
Reason for measuring been inspected improves inter-departmental co-ordination and helps
ensure an enterprise does not consistently avoid inspection, and,
therefore, present a risk to visitor safety.
Data requirements Health and Safety Records, Results of Enterprise Survey
Terms in glossary Fire safety
Data collection
Enterprise Survey
instructions
Total number of tourism enterprises that have been inspected for fire
Method of calculation safety ÷ total of tourism enterprises * 100 = % of tourism enterprises
inspected for fire safety
Frequency of data
Annual
collection
Hotels that are not inspected should be contacted and the situation
Suggested actions
resolved in accordance to internationally accepted standards
References
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Optional Indicator: B.4.1.1 Percentage of tourists who register a complaint with the police
Increasing crime rates against tourists and by tourists can be a

warning sign for other types of social impacts in the destination
Data requirements Crime reports, statistics
Terms in glossary
Data collection
Crime Reports
instructions
Total number of tourists who registered a complaint with the police ÷
Method of calculation total number of tourists * 100 = % of tourists who registered a
complaint with the police
Frequency of data
Annual
collection
Key stakeholders/users Tourism Enterprises, Destination Managers, Government Officials
Should rates reports exceed target or rise unexpectedly, action to
Suggested actions
reduce these crimes should be taken
References
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B.5 Tourism Supply Chain
Percentage of tourism enterprises actively taking steps to source

local, sustainable, and fair trade goods and services
Responsible purchasing helps to strengthen local economies and
reduce environmental impacts. If a destination is aware of the local
Reason for measuring purchasing decisions the destination can leverage that purchasing
power to provide a greater amount of local, sustainable, and fair trade
products and services.
Local goods and services
Terms in glossary Sustainable goods and services
Fair trade goods and services
Data collection
Enterprise Survey
instructions
Total number of tourism enterprises actively sourcing ÷ total number
Method of calculation of tourism enterprises * 100 = % of tourism enterprises actively taking
steps to source local, sustainable, and fair trade goods and services
Frequency of data
Annual
collection
Suggested actions Establish a program to encourage responsible purchasing practices
References http://destinet.eu/topics/sustainable-supply-chain-management/
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Percentage of the destination covered by a policy promoting local,

sustainable and/or fair trade products and services
Implementing a policy to promote responsible purchasing helps to

Reason for measuring leverage the purchasing power of the destination to provide a greater
amount of local, sustainable, and fair trade products and services.
Data requirements Results of Destination Management Survey
Sustainable goods and services
Terms in glossary
Fair trade goods and services
Data collection
instructions
Total amount of destination covered by a policy of promoting local
sustainable and/or fair trade products and services ÷ total size of the
destination * 100 = % of destination covered by a policy promoting
local, sustainable and/or fair trade products and services
Frequency of data
Annual
collection
If the result is rather low, encourage more enterprises to consider
Suggested actions
responsible purchasing practices
References
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Percentage of tourism enterprises sourcing a minimum of 25% of

food and drink from local/regional producers
Sourcing local products increases the economic value of tourism.

Reason for measuring Tracking this figure will help DMOs explore ways to increase the
connection between tourism and local agriculture.
Terms in glossary Local/Regional
Data collection
Enterprise survey
instructions
Total number of tourism enterprises that source a minimum of 25% of
food and drink from local/regional producers ÷ total number of
tourism enterprises * 100 = % of tourism enterprises sourcing a
minimum of 25% of food and drink from local/regional producers
Frequency of data
Annual
collection
Reporting format Stacked bar graph
If the result is rather low (>20%), encourage more enterprises to
Suggested actions
consider responsible purchasing practices
References
30 | P a g e
Section C: Social and Cultural Impact

C.1 Community/Social Impact
Core Indicator: C.1.1 Number of tourists/visitors per 100 residents

The density of tourists/visitors in comparison to residents offers a
Reason for measuring suitable indicator for understanding the social impact of tourism on
residents. This is referred to as the ‘penetration ratio’.
Data requirements Number of tourists
Units of measurement Number of tourists/visitors
Terms in glossary
Data collection
instructions
Total number of tourists* average length of stay/total
residents*365/100
Frequency of data
Annually
collection
In Europe, the average tourism intensity was 446.3 tourists per 100
residents in 2009.
When visitor density is high, it is important to identify any
Suggested actions bottlenecks (e.g. parking, pedestrian areas) that could alleviate
resident stress and improve the visitor experience.
References
urism_statistics_at_regional_level
31 | P a g e
Percentage of residents who are satisfied with tourism in the

Optional Indicator: C.1.1.1
destination (per month/season)
Checking on resident satisfaction on a regular basis is an important
gauge for visitor experience. Being alert to changes in levels of
resident satisfaction and taking action where necessary is
fundamental to sustainable tourism.
Data requirements Resident surveys, tourism studies during peak season
Terms in glossary Resident satisfaction
Data collection
Resident Survey
instructions
Number of residents who responded “satisfied” or better ÷ total
number of residents who responded * 100 = % of residents satisfied
Method of calculation with tourism
Repeat for each month/season/year

Monthly
Frequency of data
Seasonally
collection
Annually
Should the results be less than an agreed percentage, destination
Suggested actions managers and tourism enterprises need to engage with residents to
determine how to better plan tourism development and activities
References
32 | P a g e
Number of beds available in commercial visitor accommodation

per 100 residents
This is a way of measuring the relative impact of tourism on residents’
way of life.
Data requirements Tourism census for accommodations and beds
Units of measurement Number of beds
Available beds
Terms in glossary
Data collection
instructions
Total number of visitor beds in commercial accommodation ÷ total
Method of calculation number of residents * 100 = Number of available beds per 100
residents
Frequency of data
Annually
collection
5.7 bed places available per 100 residents in Europe (2009)
Average bed places available in the 14 European regions with the
highest number of tourist bed places per 100 residents = 51.1 beds
places (2005)
When the number of beds per 100 residents rises sharply it might be
time to have a public meeting about the impacts of accommodation
Suggested actions
development. This is a particular concern if occupancy rates average
under 60%.
http://appsso.eurostat.ec.europa.eu/nui/show.do?dataset=tour_cap_
bed&lang=en
References
Notes: 28,388,523 / 498,000,000 * 100 residents = 5.7 bed places per 100 residents
(EU-27 bed places available in 2009/population of EU-27 in 2009)
33 | P a g e
Optional Indicator: C.1.1.3 Number of second/rental homes per 100 homes

Having large numbers of rental properties can change the nature of a
destination, particularly when rental properties outnumber resident
homes. Keeping a check on the balance of rentals and residencies can
help address this issue before it becomes a problem.
Number of second homes
Data requirements
Number of resident homes
Units of measurement Number of second/rental homes
Terms in glossary Second/rental homes
Data collection
instructions
Total number of homes ÷ 100 = N factor
Total number of second/rental homes ÷ N factor = Number of
second/rental homes per 100 homes
Total number of second/rental homes ÷ total number of homes * 100
= Number of second/rental homes per 100 homes
Frequency of data
Every three years
collection
EU Regions - Nord-Pas-de Calais, Zeeland and West Flanders
second/rental homes: 20% (2004), Catalonia: 23% (2005), Southern
North Sea coast: 2% (2001). In some seaside resorts, second and
holiday homes can reach 75% of all residencies.
When the ratio of second home / rental properties becomes close to
40% of resident homes (or another agreed to percentage), it is time to
Suggested actions
gauge public concerns and address the impacts of second home
development.
References http://www.deduce.eu/IFS/IFS22.pdf
34 | P a g e
C.2 Gender Equality
Core Indicator: C.2.1 Percentage of men and women employed in the tourism sector
This standard measurement will show the impact of tourism on
Reason for measuring women’s employment. It can be particularly powerful when
compared with percentages in other sectors.
Number of employees in the tourism sector
Data requirements Number of male employees
Number of female employees
Terms in glossary -
Data collection
Enterprise Survey
instructions
Total number of men employed in tourism ÷ total number of tourism
employees * 100 = % of men employed by tourism
Total number of women employed in tourism ÷ total number of
tourism employees * 100 = % of women employed by tourism
Frequency of data
Annual
collection
Reporting format Stacked bar graph, pie chart
Among European countries for which data are available, two out of
every three people employed in the tourist accommodation sector
were female. Romania has 72% employment of women in tourism.
Malta (38 %) and Italy (49 %) are the only countries where women
did not hold the majority of the jobs in the tourist accommodation
sector (2007).
An unbalanced situation could mean that career and education
Suggested actions programs need reviewing to ensure they are open and appealing to
all.
References
urism_employment
35 | P a g e
Percentage of tourism enterprises where the general manager

position is held by a woman
To ensure both men and women are equitably represented at
varying levels tourism employment, including management positions.
Data requirements Employment and economic impact reports
Terms in glossary Management positions
Data collection
Enterprise Survey
instructions
Total number of tourism enterprises with a woman general manager
Method of calculation ÷ total number of tourism enterprises * 100 = % of tourism
enterprises where the general manager is a woman
Frequency of data
Annual
collection
Reporting format Stacked bar graph, pie chart
International benchmarks 22% of key positions in tourism are held by women (2010)
Where the percentage of women in managerial positions is
dramatically less that the percentage of women in the sector,
Suggested actions particularly when compared with other sectors, programmes should
be developed to help recruit and support women moving up the
career ladder.
References UNWTO Global Report on Women in Tourism 2010
36 | P a g e
Average wage in tourism for women compared to average wage for

men (sorted by tourism job type)
This indicator establishes whether women and men in similar

positions/levels in the tourism industry are getting similar pay rates.
Data requirements Employment and economic impact reports
Units of measurement Percentage parity
Terms in glossary -
Data collection
Enterprise Survey
instructions
Tally all salaries of women (per each job type) ÷ total number of
women employed in that job type = Average wage of women by job
type
Tally all salaries of men (per each job type) ÷ total number of men
employed in that job type = Average wage of men
Compare the two averages by type

Frequency of data
Annual
collection
Globally, women in tourism are typically earning 10% to 15% less than
their male counterparts (2010).
Key stakeholders/users DMO, women in business
If pay is found to be quite different (<10%) for men and women,
Suggested actions investigation may be needed. Policy / programmes resulting in an
equitable ratio would need to be developed.
References UNWTO Global Report on Women in Tourism 2010
37 | P a g e
C.3 Equality/Accessibility
Percentage of commercial accommodation with rooms accessible to

Core Indicator: C.3.1 people with disabilities and/or participating in recognised
accessibility schemes
It is important for a destination to be able to accommodate people
with disabilities. This measurement will help raise awareness of the
Reason for measuring accessibility of the destination. Where the percentage is very low, it
may also draw the attention of hoteliers who identify a market
opportunity.
Data requirements Reports on accessibility at commercial accommodations
Terms in glossary Accessibility
Accessibility schemes
Data collection
Enterprise Survey
instructions
Total number of commercial accommodation with rooms accessible to
people with disabilities and/or participating in recognised schemes ÷
Method of calculation total number of commercial accommodations * 100 = % of
commercial accommodations with rooms accessible to people with
disabilities
Frequency of data
Annual
collection
Reporting format Clustered bar graph (accommodations, attractions, public transport)
DMOs can encourage accessible accommodation by listing accessible
Suggested actions
businesses in their brochures and online marketing
References http://www.accessibletourism.org, http://www.tourismforall.org.uk/
38 | P a g e
Percentage of destination served by public transport that is

Optional Indicator: C.3.1.1 accessible to people with disabilities and people with specific
access requirements
Reason for measuring Destinations need to be accessible to all visitors
Data requirements Results on accessibility coverage of local public transport systems
Units of measurement % of land area
Local transport
Terms in glossary
Accessibility
Data collection
instructions
Total area (in km2) of coverage by accessible public transport ÷ total
Method of calculation area (in km2) * 100 = % of destination (in km2) covered by accessible
public transport
Frequency of data
Annual
collection
Reporting format Spatial representation
Key stakeholders/users Transportation Services, Destination Managers
Low levels of coverage may be indicative of the need invest in
Suggested actions
accessible transport
References http://www.sagetraveling.com/Public-Transportation/
39 | P a g e
Percentage of visitor attractions that are accessible to people with

Core Indicator: C.3.2
disabilities and/or participating in recognised accessibility schemes
DMOs need to ensure visitors with limited mobility can access public
attractions. This indicator can be used to highlight good practice.
Data requirements Enterprise Survey results on accessibility at attractions
Accessibility
Terms in glossary
Accessibility schemes
Data collection
Enterprise Survey
instructions
Total number of visitor attractions accessible to people with
disabilities and/or participating in recognised schemes ÷ total number
of visitor attractions * 100 = % of visitor attractions accessible to
people with disabilities
Frequency of data
Annual
collection
Reporting format Clustered bar graph (accommodations, attractions, public transport)
Where a low number of attractions are accessible, investment may
Suggested actions need to be made in consultation with groups promoting accessible
tourism.
References ENAT (European Network for Accessible Tourism)
NOTES: Some natural/cultural attractions are not suitable to be converted for accessibility such as
those under protection, or those in inaccessible locations e.g. caves.
40 | P a g e
Percentage of visitors satisfied with the accessibility of the

Optional Indicator: C.3.2.1 destination for those with disabilities or specific access
requirements
Monitoring visitor satisfaction with accessibility helps planners know
whether they are meeting visitor needs.
Data requirements Results of accessibility reports for the destination
Terms in glossary Accessibility
Data collection
Visitor Survey
instructions
Tally satisfaction level with accessibility from customer respondents
Method of calculation ÷ total number of customer respondents * 100 = % satisfaction level
of customers with accessibility
Frequency of data
Annual
collection
Visitor feedback should be collected, and, where consistent
Suggested actions complaints or suggestions about accessibility are received, action
needs to be identified.
References
41 | P a g e
C.4 Protecting and Enhancing Cultural Heritage, Local Identity and Assets
Percentage of the destination covered by a policy or plan that

Core Indicator: C.4.1
protects cultural heritage
Ensuring the entire destination is included in cultural heritage policies
is important. Having a policy to identify, protect and enhance the
Reason for measuring built (tangible) and other expressions cultural heritage e.g. music,
(intangible) is vital to the sense of place and resident pride.
Measuring this clearly identifies any shortfall.
Data requirements Cultural heritage protection and enhancement policies
Terms in glossary Cultural heritage
Data collection
instructions
Total number of destination villages/towns with policy or plan ÷ total
Method of calculation number of destination village/towns * 100 = % of the destination with
cultural heritage policy or plan
Frequency of data
Annual
collection
Key stakeholders/users DMOs
Where policies only cover part of the destination, they may need to
Suggested actions
be extended.
http://ethics.unwto.org/en/content/tourism-and-intangible-cultural-
References
heritage
42 | P a g e
Percentage of residents who have positive or negative views on the

impact of tourism on destination identity
Reason for measuring This indicator is a barometer of tourism’s cultural impact.

Data requirements Community meeting minutes, resident surveys
Terms in glossary Destination identity
Data collection
Resident Survey
instructions
Total number of residents with positive view of tourism impact ÷
total number of resident respondents * 100 = % of residents who
have a positive view on the impact of tourism on destination identity
Total number of resident respondents with negative view of tourism
impact ÷ total number of resident respondents * 100 = % of residents
who have a negative view on the impact of tourism on destination
identity
Frequency of data
Annual
collection
Key stakeholders/users
Where negative views are high, concerns should be addressed
Suggested actions
through an inclusive participatory process.
http://socib.academia.edu/AmyDiedrich/Papers/799615/Local_perce
References
ptions_of_tourism_as_indicators_of_destination_decline
43 | P a g e
Percentage of the destination’s biggest events that are focused on

traditional/local culture and assets
Holding events focused on local culture can be an effective means of

increasing pride.
Data requirements Calendar of events
Traditional / local culture (may include sports)
Terms in glossary
Local assets
Data collection
instructions
Total number of biggest tourism events (in revenue or visitor number)
Method of calculation based on traditional/local culture/assets ÷ 10 * 100 = % of biggest ten
events focused on traditional culture
Frequency of data
Annual
collection
Key stakeholders/users DMO, Department of Culture
Where there are low numbers of events and high tourist interest in
Suggested actions culture, developing this aspect of the tourism events calendar is
recommended
References
44 | P a g e
Section D: Environmental Impact

D.1 Reducing Transport Impact
Percentage of tourists and same day visitors using different modes

Core Indicator: D.1.1
of transport to arrive at the destination (public/private and type)
Tracking the mode of transport used by visitors helps flag the need to
increase the availability of sustainable transport options.
Data requirements Transportation reports
Terms in glossary Modes of transport
Data collection
Visitor Survey
instructions
Total number of tourist and visitor respondents using public
transportation to arrive at the destination ÷ total number of tourist
and visitor respondents * 100 = % of tourists and visitors using public
transportation to arrive at the destination
Method of calculation Total number of tourist and visitor respondents using private
transportation to arrive at the destination ÷ total number of tourist
and visitor respondents * 100 = % of tourists and visitors using
private transportation to arrive at the destination
Repeat private transportation for: car, motorcycle, RV, boat, other

Frequency of data
Annual
collection
In 2005, the distribution of different transport modes for overnight
International benchmarks trips of 4 nights or more in Europe was Air = 25.1%, Private and hired
vehicle = 57.2%, Bus, coach = 7.2%, Rail = 7.9%, Other = 2.7%
Key stakeholders/users DMOs, transportation authorities/companies
Suggested actions Strategy to increase availability of sustainable transport options
References
urism_and_sustainable_development
45 | P a g e
Percentage of visitors using local/soft mobility/public transport

Optional Indicator: D.1.1.1
services to get around the destination
Tracking the use of traffic reducing, environmentally-friendly (soft

Reason for measuring mobility) transport options can help to inform local transportation
policies.
Units of measurement Percentage
Soft mobility
Terms in glossary
Local transport
Data collection
Visitor Survey
instructions
Total number of visitor respondents using local/soft mobility/public
transport services to get around the destination ÷ total number of
visitor respondents * 100 = % of visitors using local/soft
mobility/public transport services to get around the destination
Frequency of data
Annual
collection
In Europe, bus/coach/rail was the primary mode of transport for 15.1%
of overnight trips of 4 nights or more in 2005.
Key stakeholders/users DMO, transportation authorities
Suggested actions Strategy to promote the use of sustainable transport options
http://epp.eurostat.ec.europa.eu/statistics_explained/index.php/Touri
References
sm_and_sustainable_development
46 | P a g e
Average travel (km) by tourists to and from home or average travel

(km) from the previous destination to the current destination
This information helps identify the cost of distance and the

Reason for measuring environmental impact of attracting short-haul visitors. It also adds to
visitor profile information for marketing purposes.
Units of measurement Km
Terms in glossary -
Data collection
Visitor Survey
instructions
Tally total km travel by tourist respondent travelling from home ÷
total number of tourist respondents = Average travel (km) by tourist
Tally total km travel by tourist respondent travelling from another
destination ÷ total number of tourist respondents = Average travel
(km) by tourist from another destination
Frequency of data
Annual
collection
Reporting format Table
Promotional activities emphasising short-haul travel and alternative
Suggested actions
modes of travel to the destination, such as rail.
References
47 | P a g e
Optional Indicator: D.1.2.1 Average travel (km) by same day visitors from and to destination
This information helps to identify the cost of distance and the

environmental impact of attracting day visitors from nearby areas.
Units of measurement Km
Terms in glossary -
Data collection
Visitor Survey
instructions
Tally total travel (km) by same day visitor respondents ÷ total
Method of calculation number of same day visitor respondents = Average travel (km) by
same day visitors
Frequency of data
Annual
collection
Promotional activities emphasising travel from nearby areas and
Suggested actions
alternative modes of travel (coach, rail, etc.)
References
NOTES: European tourism statistics are currently limited to at least an overnight stay; as of 2014,
outbound same day visits will be covered as well.
48 | P a g e
D.2 Climate Change
Percentage of tourism enterprises involved in climate change

Core Indicator: D.2.1 mitigation schemes—such as: CO2 offset, low energy systems, etc.—
and “adaptation” responses and actions
Business engagement in mitigation activities is a sign or increased

awareness and success of DMO incentives.
Data requirements Climate change reports, programs, events, news
Climate change mitigation

Terms in glossary
Climate change adaptation response
Data collection
Enterprise survey
instructions
Total number of tourism enterprises involved in mitigation and
adaptation ÷ total number of tourism enterprises * 100 = % of tourism
enterprises involved in climate change mitigation schemes and
adaptation actions
Frequency of data
Annual
collection
Reporting format Clustered bar graph (tourism enterprises, destination)
Key stakeholders/users DMO, environmental agencies, hotel/tourism associations
Where this is low (>30%), programs may need to be developed to
Suggested actions
increase awareness of the issues related to climate change
http://www.unep.fr/shared/publications/pdf/DTIx1047xPA-
References
ClimateChange.pdf
49 | P a g e
Percentage of the destination included in climate change adaptation

strategy or planning
Including the whole destination in climate change initiatives is
Reason for measuring important. This indicator monitors how much is missed in order to
encourage inclusion.
Data requirements Climate change reports, programs, events, news
Terms in glossary Climate change adaptation strategy
Data collection
instructions
Total amount of destination included in climate change adaptation
Method of calculation plan ÷ total size of the destination * 100 = % of destination included in
climate change adaptation strategy or plan
Frequency of data
Annual
collection
Reporting format Clustered bar graph (tourism enterprises, destination)
Key stakeholders/users DMO, environmental agencies
Where this is low, DMO may need to work with environmental
Suggested actions
agencies to plan for uncovered areas
http://www.eea.europa.eu/themes/climate/national-adaptation-
strategies
References
http://www.unep.fr/shared/publications/pdf/DTIx1047xPA-
ClimateChange.pdf
50 | P a g e
Percentage of tourism accommodation and attraction

infrastructure located in “vulnerable zones.”
This indicator is designed to raise awareness of climate-related

vulnerability.
Data requirements Land use and zoning reports
Terms in glossary Vulnerable zones
Data collection
Enterprise Survey
instructions
Total number of tourism accommodations and attractions located in
“vulnerable zones” ÷ total number of accommodations and
attractions * 100 = % of tourism accommodations and attractions
located in “vulnerable zones”
Frequency of data
Annual
collection
Where this is high, efforts to engage the tourism industry in
Suggested actions
mitigation and adaptation will also need to be high
References http://cca.eionet.europa.eu/docs/TP_1-2011
51 | P a g e
D.3 Solid Waste Management
Waste volume produced by destination (tonnes per resident per

year or per month)
This indicator measures the size of the solid waste footprint of the
Reason for measuring destination. Keeping track of absolute volume is a means to assess
the effectiveness of waste reduction initiatives.
Data requirements Waste and recycling reports, landfill statistics
Units of measurement Kg per month
Terms in glossary -
Data collection
Waste report
instructions
Tally total volume of waste produced per month ÷ total number of
residents = Waste per resident per month
Tally total volume of waste produce per annum ÷ total number of
residents = Waste per resident per year
collection Annually
In Europe, 524 kg of municipal waste was generated per
resident/year in 2008, which varied from 306 kg in the Czech
International benchmarks Republic to 802 kg in Denmark.
Every international tourist in Europe generates at least 1 kg of solid
waste per day, and up to 2 kg/resident/day for the USA (UNEP 2003).
Key stakeholders/users DMO, waste management agency, hotel/tourism association
Where trends are initially high or are not improving over time, policy
Suggested actions or multi-stakeholder meetings may be necessary to assess and
mitigate the problem.
http://epp.eurostat.ec.europa.eu/cache/ITY_PUBLIC/8-19032010-
AP/EN/8-19032010-AP-EN.PDF
References
http://www.unep.org/greeneconomy/Portals/88/documents/ger/GE
R_11_Tourism.pdf
52 | P a g e
Percentage of tourism enterprises separating different types of

waste
Keeping track of private sector engagement shows the effectiveness

of awareness initiatives and the need for incentives in this area.
Data requirements Waste stream audits, policies, management plans
Terms in glossary Waste separation
Data collection
Enterprise Survey
instructions
Total number of tourism enterprises involved in waste separation
Method of calculation activities ÷ total number of tourism enterprises * 100 = % of tourism
enterprises involved in waste separation
Frequency of data
Annual
collection
Reporting format Clustered bar chart (waste, water, energy)
When this percentage is low, the DMO should work with above
Suggested actions stakeholders or policy makers to promote and encourage waste
separation.
http://sutour.ier.uni-
stuttgart.de/englisch/downloads/sutour_lores_en.pdf
References
http://www.unep.fr/shared/publications/pdf/WEBx0015xPA-
WaterWaste.pdf
53 | P a g e
Core Indicator: D.3.2 Volume of waste recycled (percent or per resident per year)
Recycling is one way to reduce landfill waste. This indicator tracks the
success of recycling initiatives.
Data requirements Waste and recycling reports, landfill statistics
Units of measurement %, tonnes
Terms in glossary Recycled
Data collection
Waste report
instructions
Tally total volume of recycled materials ÷ total volume of waste * 100
= % of waste recycled
Tally total volume of recycled materials per year ÷ total number of
residents = Total volume recycled per resident per year
Frequency of data
Annual
collection
In Europe, 40% of waste was land filled, 20% incinerated, 23%
recycled and 17% composted (2008).
The Member States with the highest recycling rates for municipal
waste were Germany (48% of waste treated), Belgium and Sweden
International benchmarks (both 35%), Ireland and the Netherlands (both 32%) and Slovenia
(31%).
Composting of municipal waste was most common in Austria (40%),
Italy (34%), the Netherlands (27%), Belgium (25%), Spain and
Luxembourg (both 20%).
Collaborative efforts and/or policy will be needed to increase
Suggested actions recycling efforts and incentives can be provided for enterprises using
recycled goods
http://epp.eurostat.ec.europa.eu/cache/ITY_PUBLIC/8-19032010-
References
AP/EN/8-19032010-AP-EN.PDF
Notes: In destinations where there are more visitors than residents volume of waste per visitor may
be more appropriate.
54 | P a g e
D.4 Sewage Treatment
Percentage of sewage from the destination treated to at least

secondary level prior to discharge
Sewage discharge treatment is fundamental to sustainability.
Reason for measuring Tracking this information helps to identify and treat problem areas
where they exist.
Data requirements Sewage treatment and discharge maps
Terms in glossary Secondary sewage treatment
Data collection
Sewage reports
instructions
Total amount of sewage treated at least at secondary level prior to
Method of calculation discharge ÷ total amount of sewage * 100 = % of sewage treated at
least at secondary level prior to discharge
Frequency of data
Every three years
collection
Reporting format Map
DMO, waste management/sanitation agency, hotel/tourism
association
Suggested actions Where this is low, an action strategy will be needed to drive change
http://epp.eurostat.ec.europa.eu/statistics_explained/index.php/Wa
References
ter_statistics#Wastewater_treatment
NOTES:
Tertiary wastewater treatment is most common in the Netherlands, Germany, Austria, Italy, Sweden
and Greece, where at least four in every five residents are connected to this type of wastewater
treatment. In contrast, no more than 1 % of the population is connected to tertiary wastewater
treatment in Romania and Bulgaria (2011).
55 | P a g e
Percentage of commercial accommodation connected to central

sewage system and/or employing tertiary sewage treatment
Central sewage or tertiary systems are the most effective in reducing

Reason for measuring water-borne pollutants. Raising awareness of the scale of this issue in
the destination is the first step towards finding a solution.
Data requirements Sewage treatment and discharge maps
Central sewage system
Terms in glossary
Tertiary sewage treatment
Data collection
Sewage reports
instructions
Total number of commercial accommodations connected to central
sewage system/tertiary sewage treatment ÷ total number of
Method of calculation commercial accommodations * 100 = % of commercial
accommodations connected to central sewage system/tertiary
sewage treatment
Frequency of data
Every three years
collection
Reporting format Pie chart, map
DMO, waste management/sanitation agency, hotel/tourism
association
Where this is low, actions for increasing the coverage of central
Suggested actions sewage treatment should be explored to protect the long-term
health of the destination, its residents and visitors
References
WaterWaste.pdf
NOTES:
The United Nations Environment Programme Mediterranean Action Plan Priority Actions Programme
(UNEP/MAP/PAP) (2001) estimated that 48 per cent of the largest coastal cities (over 100,000
inhabitants) have no sewage treatment systems, 10 per cent possess a primary treatment system, 38
per cent a secondary system and only four per cent a tertiary treatment system (Hall, 2006).
56 | P a g e
D.5 Water Management
Fresh water consumption per tourist night compared to general

population water consumption per person night
Tracking fresh water consumption in tourism enterprises and
comparing this with resident usage highlights the water footprint of
the tourism sector and the need for conservation measures where
needed.
Water usage reports, monthly utilities, annual tourist nights,
Data requirements
population
Units of measurement Litres
Terms in glossary -
Data collection Enterprise Survey
instructions Destination water usage report
Total fresh water consumption related to general population (per
year or per month) ÷ total number of residents = fresh water
consumption per resident (per year or per month)
Method of calculation Total fresh water consumption related to tourism (per year or per
month) ÷ total number of tourists nights (per year or per month) =
fresh water consumption per tourist night
Compare
Frequency of data
Annual
collection
Each tourist consumes 300 litres of freshwater per day on average,
whereas “luxury” tourists can consume up to 880 litres. By
comparison, average per capita residential consumption in Europe is
estimated at 241 litres per day (2011).
Key stakeholders/users DMO, water authorities, hotel/tourism associations
Increased awareness of importance of and investment in water-
Suggested actions
saving programmes for the tourism sector
http://www.unep.org/greeneconomy/Portals/88/documents/ger/GE
References
R_11_Tourism.pdf
57 | P a g e
Percentage of tourism enterprises with low-flow shower heads and

taps and/or dual flush toilets/waterless urinals
Tracking tourism enterprise engagement in water conservation
Reason for measuring activities helps gauge the success of water conservation initiatives
that will result in saving money for enterprises.
Data requirements Water usage report, policies, management plans
Low-flow shower heads
Terms in glossary Dual flush toilets
Waterless urinals
Data collection
Enterprise Survey
instructions
Total number of tourism enterprises with low-flow shower heads and
taps and/or dual flush toilets/waterless urinals ÷ total number of
tourism enterprises * 100 = % of tourism enterprises with low-flow
shower heads and taps and/or dual flush toilets/waterless urinals
Frequency of data
Annual
collection
Flow rates should be a minimum of: 2.2 gallon per minute, low flow
International benchmarks faucets and aerators; 2.5 gallon per minute, low flow showerheads;
1.6 gallons per flush toilets or composting toilets; or No-flush urinals.
Key stakeholders/users DMO, water authorities, hotel/tourism associations
Increased awareness of the importance of and investment in water-
Suggested actions
saving programmes for the tourism sector
References
WaterWaste.pdf
58 | P a g e
Optional Indicator: D.5.1.2 Percentage of tourism enterprises using recycled water

Using recycled grey water can be an effective reduction strategy for
Reason for measuring garden irrigation. This indicator tracks how widely implemented these
initiatives are at the tourism enterprise level.
Terms in glossary Recycled water
Data collection
Enterprise survey
instructions
Total number of tourism enterprises using recycled water ÷ total
Method of calculation number of tourism enterprises * 100 = % of tourism enterprises using
recycled water
Frequency of data
Annual
collection
Key stakeholders/users DMO, water authority, hotel/tourism associations
Where uptake is low and water scarcity is high, greater emphasis will
Suggested actions need to be placed in recycling technologies, particularly for high water
users such as golf courses
References
WaterWaste.pdf
59 | P a g e
Percentage of water use derived from recycled water in the

destination
Using recycled grey water can be an effective reduction strategy for

Reason for measuring garden irrigation. This indicator tracks how widely these initiatives
are implemented at the destination level.
Terms in glossary Recycled water
Data collection
Destination Water Report
instructions
Total volume (or similar measure) of recycled water used in the
Method of calculation destination ÷ total volume (or similar measure) of water used * 100 =
% of water use derived from recycled water in the destination
Frequency of data
Every three years
collection
In 2005, 3.7% of water use was derived from recycled water in
European Mediterranean countries
Key stakeholders/users DMO, water authority, hotel/tourism associations
Where recycling rates are low and water scarcity is high, greater
Suggested actions emphasis will need to be placed on recycling technologies in
discussion with destination authorities
http://epp.eurostat.ec.europa.eu/statistics_explained/index.php/Wa
ter_supply_and_recycling_statistics
References
http://www.sbla.com.cy/site/sala_website/PRESENTATIONS/DR%20
ANGELAKIS%20CYPRUS%20WORKSHOP.pdf
60 | P a g e
D.6 Energy Usage
Energy consumption per tourist night compared to general

population energy consumption per person night
The energy consumption of the tourism sector is a crucial piece of

Reason for measuring information for tourism development and planning. Reducing the
tourism energy footprint will also save enterprises money.
Energy usage reports, monthly utilities, annual tourist nights,
Data requirements
population
Units of measurement Percentage resident/tourist consumption
Terms in glossary Energy consumption
Data collection Enterprise survey

instructions
Destination energy usage report
Total energy consumption related to general population (per year or
per month) ÷ total number of residents = fresh energy consumption
per resident (per year or per month)
Method of calculation Total energy consumption related to tourism (per year or per month)
÷ total number of tourist nights (per year of per month) = energy
consumption per tourist night
Compare
Frequency of data
Annual
collection
World daily energy consumption per capita is estimated at 135MJ (a
value that includes energy generation and industry).
Key stakeholders/users DMO, energy authorities, hotel/tourism associations
Increased investment in energy-saving programs for the tourism
Suggested actions
sector
http://www.unep.org/greeneconomy/Portals/88/documents/ger/GER
References
_11_Tourism.pdf
Notes: There is no systematic international country dataset on energy consumption from tourism
activities.
61 | P a g e
Percentage of tourism enterprises that have switched to low-

energy lighting
Tracking tourism enterprise engagement in saving energy like using
Reason for measuring low energy lighting helps gauge the success of energy-saving
programs and initiatives.
Data requirements Energy usage report, policies, management plans
Terms in glossary Low-energy lighting (e.g., LEDs)
Data collection
Enterprise Survey
instructions
Total number of tourism enterprises that have switched to low-
Method of calculation energy lighting ÷ total number of tourism enterprises * 100 = % of
tourism enterprises that have switched to low-energy lighting
Frequency of data
Annual
collection
Increased investment in energy-saving programs for the tourism
Suggested actions
sector
http://www.setcom-
References
project.eu/uploads/media/SETCOM_Broschuere_final_02.pdf
62 | P a g e
Annual amount of energy consumed from renewable sources (Mwh)

as a percentage of overall energy consumption
This indicator tracks the destination’s progress in converting to

renewable sources of energy.
Energy usage reports, monthly utilities, annual tourist nights,
Data requirements
population
Units of measurement Mwh
Terms in glossary Renewable energy
Data collection Enterprise Survey

instructions
Destination energy usage report
Tally total amount of renewable energy consumed per annum
Method of calculation Total amount of renewable energy consumed per annum ÷ total
amount of energy consumed per annum * 100 = % of total energy
consumed that came from renewable sources
Frequency of data
Annual
collection
Renewable energy sources accounted for 9.0 % of the Europe’s gross
inland energy consumption in 2009. In Latvia and Sweden, over one
International benchmarks third of the energy consumed was derived from renewable and more
than a quarter in Austria. The renewable energy target for Germany is
45% by 2030.
Suggested actions Destination-wide discussion of goals for renewable energy
http://epp.eurostat.ec.europa.eu/statistics_explained/index.php/Ren
References ewable_energy_statistics
http://www.unep.fr/shared/publications/pdf/3258-SwitchedOn.pdf
63 | P a g e
D.7 Landscape and Biodiversity Protection
Percentage of destination (area in km2) that is designated for

protection
Protected areas are crucial for development control and wildlife

conservation. The measurement indicates the level to which a
destination demonstrates commitment to protection and recognises
the significance of biodiversity.
Data requirements Land use maps
Units of measurement Percentage
Terms in glossary
Data collection
instructions
Total geographic area (km2) designated as protected within the
Method of calculation destination ÷ total geographic area (km2) of the destination * 100 = %
of destination designated as protected
Frequency of data
Every three years
collection
Reporting format Table, Map
In Europe, protected areas range from 3% of Turkey to 36% of
Slovenia (2010)
Key stakeholders/users DMO, Environmental agencies, Tour Operators Association
Where land/marine areas are not well protected, community
Suggested actions
consultation may be needed to set aside land for this purpose.
http://www.eea.europa.eu/data-and-maps/figures/percentage-of-
References
terrestrial-protected-areas
64 | P a g e
Percentage of local enterprises in the tourism sector actively

Optional Indicator: D.7.1.1 supporting protection, conservation, and management of local
biodiversity and landscapes.
Tourism enterprises are significant beneficiaries of investment in
Reason for measuring protected areas, so it is important to track the sector’s contribution to
conservation.
Data requirements Biodiversity and conservation programs, policies, management plans
Terms in glossary Biodiversity and landscape protection
Data collection
Enterprise survey
instructions
Total number of tourism enterprises actively supporting local
protection, conservation and management ÷ total number of tourism
enterprises * 100 = % of tourism enterprises actively supporting local
protection, conservation, and management
Frequency of data
Annual
collection
Reporting format Clustered bar graph (pollution)
Key stakeholders/users DMO, Environmental agencies, Hotel/Tourism Associations
Development of programmes for philanthropy and discussion of
Suggested actions
opportunities for charitable contributions of time and/or money
http://www.cbd.int/doc/programmes/tourism/tourism-manual-
References
en.pdf
65 | P a g e
Percentage of destination covered by a biodiversity management

and monitoring plan
This is an indicator of the activities of conservation agencies and the
degree of management of biodiversity in the destination.
Data requirements Environmental impact assessments, monitoring reports
Units of measurement % of land area
Terms in glossary Biodiversity monitoring
Data collection
instructions
Total area (in km2) within the destination covered by a biodiversity
management and monitoring plan ÷ Total area (in km2) of the
destination * 100 = % of destination (in km2) covered by a biodiversity
management and monitoring plan
Frequency of data
Every three years
collection
Reporting format Table of species
Key stakeholders/users DMO, Environmental agencies, Hotel/Tourism Associations
Suggested actions Increase awareness of the need to manage and monitor biodiversity
http://www.eea.europa.eu/data-and-
References
maps/data#c5=all&c11=biodiversity&c17=&c0=20&b_start=0
66 | P a g e
D.8 Light and Noise Management
The destination has policies in place that require tourism

enterprises to minimise light and noise pollution
Light and noise pollution can cause significant disturbance to
Reason for measuring residents and local wildlife. This indicator monitors efforts by the
tourism industry to minimise this impact.
Data requirements Destination policies
Units of measurement Existence of policies
Light pollution
Terms in glossary
Noise pollution
Data collection
instructions
Method of calculation Yes or No
Frequency of data
Every three years
collection
Reporting format Traffic light
Where these policies are not in place and noise and light pollution is
Suggested actions identified as a problem area for residents, tourism enterprises will
need to be engaged in collaborative problem solving.
http://assembly.coe.int/Main.asp?link=/Documents/WorkingDocs/Do
References
c10/EDOC12179.htm
Notes: The acoustic nuisance scale begins at 65 dB. In European countries where reliable statistics
are available it is considered that around 40% of the population is exposed to noise levels exceeding
55 decibels (dB) during the day and 22% of the population to levels of more than 65 dB. Over 30% of
the population is believed to be exposed to noise levels exceeding 55 dB during the night (2010).
99% of the population In Europe and the United States (excluding Alaska and Hawaii) live under a
polluted night-time sky.
67 | P a g e
Percentage of the destination and percentage of population

Optional Indicator: D.8.1.1 covered by local strategy and/or plans to reduce noise and light
pollution
Light and noise pollution can cause significant disturbance to
Reason for measuring residents and local wildlife. This indicator highlights destination
policies in this area.
Data requirements Destination policies
Light pollution
Terms in glossary
Noise pollution
Data collection
instructions
Total amount of destination covered by local strategy/plans to
reduce noise and light pollution ÷ total size of the destination * 100
= % of destination covered by local strategy and existence of plans
to reduce noise and light pollution
Total population covered by local strategy/plans to reduce noise
and light pollution ÷ total population of the destination * 100 = % of
population covered by local strategy and existence of plans to
reduce noise and light pollution
Frequency of data
Annual
collection
Where this is not in place and identified as an issue on resident
Suggested actions surveys, community meeting could be held to discuss/identify key
sources of pollution and suggest mitigation strategies
References http://ec.europa.eu/environment/noise/greenpap.htm
68 | P a g e
D.9 Bathing Water Quality
Core Indicator: D.9.1 Level of contamination per 100 ml (faecal coliforms, campylobacter)
Tourist health and safety is a core element of sustainability. These

bacteria can cause illness and are indicative of poor waste water
treatment. Publicising this information raises awareness of the need
to improve management systems.
Data requirements Water quality reports
Units of measurement ml
Contamination
Terms in glossary
Colony forming unit (CFU)
Data collection
Water quality reports
instructions
Method of calculation Data collection via water sampling
collection On-going
Reporting format Data
MCL (Maximum Contaminant Level) – Coliform Bacteria CFU/100ml of
International benchmarks water =<1
Key stakeholders/users DMOs, environmental agencies, Hotel/tourism associations

Where closures are high the hotel/tourism association will need to
Suggested actions lobby for research into causes and regulatory change to penalise
polluters.
http://www.extension.purdue.edu/extmedia/WQ/WQ-15.html
References
http://www.tvdsb.ca/uploads/ScienceProbeware/fecal_coliform.pdf
69 | P a g e
Optional Indicator: D.9.1.1 Number of days beach/shore closed due to contamination
Beach closures have a significant impact on the economic viability

Reason for measuring of a beach resort. Making this information public increases
awareness of the need to resolve water quality issues.
Data requirements Beach closures, contamination reports
Units of measurement # of days
Terms in glossary Contamination
Data collection
Contamination Reports
instructions
Method of calculation Tally of beach/shore closure days due to contamination
Frequency of data On-going
collection Annual
Key stakeholders/users DMOs, environmental agencies, Hotel/tourism associations
Where closures are high, improved research into causes and
Suggested actions
regulatory change to penalise polluters is needed.
http://www.eea.europa.eu/publications/european-bathing-
References
water-quality-in-2011
Notes: In 2011, 207 bathing waters were banned or closed in Europe (1 %), 57 more than in 2010.
Some closures may be related to marine life rather than pollution.
70 | P a g e

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European Tourism Indicator System

Detailed Indicator Reference Sheets

DG Enterprise and Industry

© European Union, 2013

Reproduction is authorised provided the source is acknowledged.

Detailed Indicator Reference Sheets

Section A: Destination Management

A.1 Sustainable Tourism Public Policy

Planning is the first step towards long-term sustainability. This

Percentage of residents satisfied with their involvement and their

Consultation is vital to sustainable tourism. This indicator seeks to

Percentage of the destination represented by a destination

A.2 Sustainable Tourism Management in Tourism Enterprises

Percentage of tourism enterprises/establishments in the destination

Certification is an indication of industry interest and implementation

Number of tourism enterprises/establishments with sustainability

A.3 Customer Satisfaction

Percentage of visitors that are satisfied with their overall experience

Optional Indicator: A.3.1.1 Percentage of repeat/return visitors (within 5 years)

A.4 Information and Communication

The percentage of visitors who note that they are aware of

The percentage of businesses that communicate their sustainability

Educating visitors about the sustainability issues and initiatives in the

Section B: Economic Value

B.1 Tourism Flow (volume & value) at Destination

Core Indicator: B.1.1 Number of tourist nights per month

Data collection Destination Management Survey

Relative contribution of tourism to the destination's economy (%

This measure shows how important tourism is to a destination. A high

Comparing day and overnight visitors is important. While overnight

Optional Indicator: B.1.1.3 Daily spending per same day visitor

To better understand the spending patterns and economic impact of

Daily spending per tourist (accommodation, food and drinks, other

Monitoring tourist spending is a good way of showing the direct

B.2 Tourism Enterprise(s) Performance

Core Indicator: B.2.1 Average length of stay of tourists (nights)

Data collection Destination Management Survey

The longer visitors stay in a destination, the more they spend.

Data collection Destination Management Survey

Percentage of ten largest tourism enterprises involved in destination

Working collaboratively is an indication of the level of trust among

Occupancy rate in commercial accommodation per month and

Total number of overnight stays in commercial accommodations

Optional Indicator: B.2.2.1 Average price per room in the destination

Price per room is important because it reflects the revenue the

Data collection Enterprise Survey (accommodations)

B.3 Quantity and Quality of Employment

Core Indicator: B.3.1 Direct tourism employment as percentage of total employment

Optional Indicator: B.3.1.1 Percentage of jobs in tourism that are seasonal

Optional Indicator: B.3.1.2 Percentage of tourism enterprises providing student internships

The skill level of tourism employees is indicative of the quality of the

B.4 Safety and Health

Percentage of tourism enterprises inspected for fire safety in the last

Increasing crime rates against tourists and by tourists can be a

B.5 Tourism Supply Chain

Percentage of tourism enterprises actively taking steps to source

Percentage of the destination covered by a policy promoting local,

Implementing a policy to promote responsible purchasing helps to

Percentage of tourism enterprises sourcing a minimum of 25% of

Sourcing local products increases the economic value of tourism.

Section C: Social and Cultural Impact

Core Indicator: C.1.1 Number of tourists/visitors per 100 residents

Percentage of residents who are satisfied with tourism in the

Repeat for each month/season/year