Creative Economy: A Feasible Development Option

2The development dimension■solar roofing on factories to power back into the nationalgrid; andInvestment in infrastructure for renewable energy sourcesfor the fashion-related industries to be enforceable withinthe next 10-15 years.The eco-fashion industry provides an opportunity fordeveloping countries to move up the economic ladder by usingtheir creative talents in concord with the best use of the nature.Responsible business initiatives are needed by small and mediumsizedenterprises and multinational companies as well as strategicalliances involving governments and local communities, but theyare not without obstacles. The aim of this UNCTAD initiativewas to inspire greater business and consumer engagement in biodiversityissues and create a platform to articulate strategies totransform this engagement into concrete sustainable actions. 84B. ECOTOURISMThere is a need to further strengthen the intersectorallinkages between the creative economy and the tourism sectorsnot only to foster socio-economic growth but also to reduceexcessive revenue leakage from the South to the Northerncountries, as mentioned in chapter 1. Concerted policiesshould be in place to bring together the ecotourism and thecreative economy objectives to promote the conservation ofenvironmental endowments and cultural heritages, while promotingcreative and cultural activities to revive local communities,particularly in remote rural areas. Ecotourism involvesenvironmentally responsible travel to relatively undisturbednatural areas to enjoy and appreciate nature and culture,including ethnic cuisines based on local natural ingredients. In2006, the International Ecotourism Society reported that ecotourism/naturetourism was growing globally at a rate of10-12 per cent per year, three times faster than the tourismindustry as a whole. Ecotourism promotes conservation andprovides for beneficially active socio-economic involvement oflocal populations. As a development tool, ecotourism canadvance the three basic goals of the Convention on BiologicalDiversity: 1) the conservation of biological and cultural diversity;2) the promotion of the sustainable use of biodiversity;and, 3) the equitable sharing of benefits with local communitiesand indigenous people. 85The eco-spa industry offers a very good illustration ofthe many benefits of ecotourism. Over the years, developingcountries such as India, Sri Lanka, Thailand, Vietnam as wellas Morocco and Tunisia have developed great expertise in thespa industry, drawing on traditional knowledge in the areas ofmedicine, health care and a healthy diet. Policies paid specialattention to linking their spa industries with local gastronomy.The international Spa Industry Association reported in 2009that the industry grew 18 per cent in 2008, to a value of $12.8billion. The association’s sustainability statement embraces thethree pillars of sustainability: planet, people and prosperity,and vows to conduct business in a way that sustains the life ofour planet and thus humanity. 86Intrinsic to eco-spas are natural health and beautyproducts. These traditional knowledge-based industries arewell positioned to assist governments in their efforts toachieve sustainable development and biodiversity conservationgoals. The Export-Import Bank of India reported thatthe global market for herbal products, which includes medi-Box 2.12The Moroccan spa cultureBased near North Africa’s tallest peak, Mount Toubkal, the Kasbah du Toubkal hotel spa in Imlil, Morocco, has gained numerous awards from the environmentalcommunity including one for responsible tourism from the Moroccan government. Tourism is Morocco’s second largest industry and managedto resist the global economic crisis that began in 2008. While tourism around the world declined on average by 4.3 per cent in 2009, Morocco’s Ministryof Tourism and Handicraft reported that tourism increased by 6 per cent that same year. 87 Morocco’s culture and environment remained a real attractionand value. For example, the Toubkal spa, surrounded by apple, cherry, and walnut groves, is run with the help of the local and eco-friendly Berbercommunity. Mules carry luggage, local plants refresh visitors, and wood-burning fires and candles light the night. Notably, the hotel adds a five per centper guest surcharge that has helped to fund a community hammam, irrigation systems, and a village telephone booth.Source: Madhu Puri, World’s best ecospas: 10 remote spas that combine nature and nurture.84UNCTAD (January 20110).85United Nations Environment Programme (2010).86International Spa Association (2009).87Tourism Review (2010).68 CREATIVE ECONOMY REPORT 2010