The Green Key National Operator for France, Nathalie Bel Baussant, explains in an interview how the programme had 35% increase in new applicants in 2020 despite the Covid-19 crisis, and she foresees that the larger interest in responsible tourism will continue to grow in the coming years.
Nathalie Bel Baussant, Green Key National Operator for France
Due to the Covid-19 pandemic, 2020 has been very challenging for the hospitality industry in general. The industry has faced periods of lockdown, no international tourism, etc. However, the situation has not been exactly the same in all countries and within different tourism sub-sectors. What was the situation for Green Key in France in 2020, and how did the French Green Key administration get through the year?
The situation for Green Key in France in 2020 was challenging. We learnt how to work under a lockdown situation. We postponed the application deadline from April to June, and the audits from spring to autumn. We launched several webinars about the Green Key criteria to support accommodations. We postponed invoicing to demonstrate solidarity with establishments. And we maintained an active communication rhythm to encourage accommodations to apply to Green Key but with adapted messages taking into account the Covid-19 situation.
Les Ecologites de la Rochelle Jardin, one of the new Green Key awarded establishments in France in 2020
In France, the number of Green Key applicants increased exceptionally despite the pandemic. How do you explain that?
The number of Green Key new applicants increased by 35% in 2020 (140 versus 104 in 2019) and we got a 91% renewal rate for already awarded establishments. We see three main explanations:
The first one is external. We benefited from a national context that helped establishments to survive the crisis: strong support from the State, temporary end of the lockdown during the summer (high season), strong national market with 86% of French people who travelled in France (increase of 20% compared to a classic year).
Then the Green Key France team adapted its processes and calendar as explained previously. We offered increased support to new applicants and we intensified follow-up with partners.
Last but not least, we view this increase as the consequence of a long-term development strategy, which mainly relies on raising awareness among the industry regarding the necessity to change practices and to adapt facilities. Indeed we already got a 33% increase in new applicants in 2019.
Here in 2021, the Covid-19 pandemic is still present, but with vaccination schemes being rolled out across Europe, what are your expectations for Green Key and responsible tourism in France in 2021?
The desire for responsible tourism is already significant in France with 714 accommodations and restaurants awarded with Green Key, as well as 525 beaches and marinas awarded with Blue Flag. And it is increasing, which is an excellent news! We have just received 225 new applications for Green Key in France in 2021, a 61% increase compared to 2020.
Travelers’ sense of responsibility and expectations regarding the tourism industry are growing, hospitality management is more and more aware of it as well as the potential savings on water and energy that responsible practices can bring. The French national and regional authorities are also encouraging a more sustainable tourism industry. There is a positive trend and we have to capitalize on it.
Les Ecologites de la Rochelle Jardin, one of the new Green Key awarded establishments in France in 2020
It is our common hope that the pandemic will lose strength after 2021. Do you think in 2022 we will be able to return to the situation prior to the pandemic, or would you expect a change in focus? How do you expect it will impact the Green Key programme in France in the coming years?
I expect a change in focus for most actors of the tourism industry. The crisis has showed that we live in a word of interdependency. That’s also the message carried out by the UN’s 17 Sustainable Development Goals that we strongly support. Once there is awareness, people are more willing to change. National authorities and sustainable actors like Green Key have to demonstrate their ability to accompany this desire for change. At Green Key France, we are intensifying our support with a new extranet, additional best practices sharing and webinars. We will also have to adapt the size and the organisation of our team to face increasing demand, which is a good problem!