Antarctica Tourism: Still an appropriate market for operators and tourism?
Introduction
Antarctica may not sound like the greatest vacation spot for most people but many tourists ready for a challenge head there during the South Pole’s summer season. Tourism has been increasing since the first visitors to Antarctica despite the difficulties reaching the place. The freezing temperatures are not enough to slow the dedicated traveler away either.
Tourist operators’ infrastructure has grown to meet the needs of Antarctica tourism. The infrastructure includes everything from selling parkas and equipment, to training guides and to offering trips by ships and planes coordinated with travel agencies. Several decades of increasing tourism to the Antarctica has forced to keep up with eco-centered tourists.
The history of Antarctica tourism, the marketing successes and challenges are discussed here. Efforts for regulation and eco-tourism will both be considered.
Overview
The first tourists visited Antarctica on ships from Argentina and Chile in the late 1950s; their purchase of tickets went towards paying for expeditions (Reich 1980 cited by Grid 2011). People were excited and curious after hearing about the adventures of the great explorers Vivian Fuchs, Richard Byrd and Edmund Hillary.
In 1966 small expeditions of tourists were taken to different locations on shore by Zodiacs (the Lindblad tourism model); and after that to small expedition cruise ships which could carry 50 to 120 passengers (Grid 2011). People are become excited to visit because it is an overwhelmingly gorgeous landscape mixed with isolation and adventure.
The Ocean Princess started making annual Antarctica voyages in 1990-93 with 240 to 400 passengers. Compare those numbers to the start of the 2000s when cruise liners each with 800 to 3700 passengers counting the crew arrived (Grid 2011). The French documentary “The March of the Penguins” released in 2005 motivated many to make the Antarctica their vacation destination (Whitty 2008).
The International Association of Antarctic Tour Operators (IAATO 2007) described a 430% increase of tourists from ships over a 14 year period and a 757% increase in a ten year period of land-based tourists (cited in Grid 2011). Airplanes give many tourists a view from above the continent while some air services drop and pick up tourists but in much smaller numbers.
Hammond reports that the number of tourists arriving from the sea, many on luxury cruises has risen from 4,698 in 1990-91 to 46,213 in 2007to 08 (2011). With that large increase in numbers the tourism business is booming but the worries about environmental impact are increasing also. They are both tied together; if the environment degrades, Antarctica will not remain such a popular vacation spot for $10,000 per passenger cruises.
Tourist Markets
Antarctica as a destination attracts a special segment of the population that can be divided generally into five markets (a) sightseeing in comfort, (b) observing natural habitats of plants and wildlife; ecotourism, and (c) adventure; for challenges like mountain climbing (Grid 2011).
Johnson reports that “cruise tourism continues to be a major international growth sector” (261). Specialty excursions in cruise tourism at the poles can include sightseeing from the ship, hiking, photography, mountain climbing, sea diving, kayaking; the latter activities being appropriate only for the very fit.
The expedition cruise market caters to the general public. In other words it is for all ages regardless of fitness. Buckley describes it as a subsector of the cruise industry “aimed at providing an adventure experience . . . (for tourists who) expect a high quality of service” (171). Expedition cruises are organized for viewing the penguins and seals and the humpback whale migration to Antarctica from the north for summer feeding (Buckley 2010).
Operational Management Challenges
The challenges to operational management can be approximated under the general management headings: risk, communications, land (access and amenity), ecosystem protections (environmental) and adapting to climate change. (Buckley 2010)
Risk covers big topics from access to emergency services in case of injury or illness of a guest, to the economic risks operators are taking on making a profit. Johnson mentions a risk to take very seriously and that is the “risk of economic dependency on tourism” (Johnson p. 269).
The need to communicate between operation employees plus the challenge of making sure tourists from all over the world understand the basic safety issues are only two types of essential communication needs. Communicating appropriate action to visitors so the environment will be respected is another important challenge (Tourism 2011).
Land access includes landing people safely in Zodiacs as well as offering shelter. Since a shared goal is to keep Antarctica pristine amenities such as toilets are not available. Pee bottles and feces bags are the responsibility of each person going to the land; these must be disposed of upon leaving the island (Jones 2007).
International Cooperation
International cooperation formerly started in 1959 when the successfully negotiated Antarctic Treaty System was signed by twelve countries (Argentina, Australia, Belgium, Chile, France, Great Britain, Japan, New Zealand, Norway, South Africa, the USA and the USSR). The International Council of Scientific Unions supplied the diplomats with the results of an eighteen month study undertaken by a group of international researchers.
More signatories have become involved with the formal treaties and agreements respecting Antarctica. About 200 agreements have been made concerning the environment. A variety of topics such as land rights and mineral rights have been added plus five more separate treaties have been adopted and all are respected under the umbrella of the Antarctic Treaty System. The documents covering the environment and protected areas include the Madrid Protocol (1991) and its Annex (2002) and the earliest, the Convention for the Conservation of Antarctica Seals (1972). (Chape 2008))
The Madrid Protocol gathered twenty-nine signatories to what is officially called the “Protocol on Environmental Protection to the Antarctic Treaty” (Chape 33). The Madrid Protocol “designate(d) Antarctica as a natural reserve devoted to peace and science” (Chape 33). This led to the Annex which as of 2008 has designated about 66 Antarctic Specially Protected Areas (ASPAs) for wilderness, species of plants and wildlife ecosystems (Chape 34). This is the system which tourism operators have to respect. The main regulating concept is
“The protection of the Antarctica environment and dependent and associated ecosystems
and
the intrinsic value of Antarctica, including its wilderness and aesthetic values as an area for
the conduct of scientific research . . . shall be the fundamental considerations in the planning
and conduct of all activities in the Antarctic Treaty area.” (Blay 388)
Based on the regulations Australia requires a three step environmental approval application before operators or group organizers can gain permission to operate in the Australian Antarctic Territory: (a) Advance notice (b) Environmental Impact Assessment and (c) Post Visit Report Form (AU Ant Div 2011).
The IAATO has Visitor Guidelines in .pdf and poster form in several languages. The guidelines are based on recent goals set at the 2011 Antarctic Treaty Consultative Meeting (ATCM XXXIV, Buenos Aires) resulting in Resolution 3. In general this is an agreement ensuring that entities “protect wildlife, respect protected areas, respect scientific research, be safe and keep Antarctica pristine” AAA 2012).
What next with Climate Change?
The legal definition for climate change “refers to the long-term shifts in weather patterns” as opposed to “daily fluctuations in temperature and humidity” (Env Law as cited in Wright 2008). Interestingly climate change brings with it a new reason to visit Antarctica - doomsday tourism - tourists that want to visit before all the ice melts.
The internationally accepted definition for sustainable development is from a 1987 report of the World Commission on Environment and Development, “sustainable development is a process to meet the needs of the present without compromising the ability of the future generations to meet their own needs” (Making Tourism 20).
The NWO (2009) discussed the big march of what they term eco-tourists through Antarctica and the impact particularly on the environment. A major problem is the increase in annual greenhouse gas emissions. Lamers, a Dutch researcher explained that many groups have a stake in keeping Antarctica pristine including “scientists, policy makers, environmental groups and tour groups” (Tourists 2009).
Lamers stated that it is the tour operators who have the most control and ability to make responsible choices. Lamers noted that although self-regulation has worked fairly well, strict rules need to be established for how to handle future scenarios including both the environment and safety of the tourists. He urged that long term planning be started (Tourists 2009).
Shearing (2011) reported that a heavy fuel ban was placed on cruise ships starting August 1, 2011 and only marine gas oil would be allowed. This caused several large cruise operators to stop offering cruises to Antarctica (Shearing 2011). This is the typical type of decision which needs to be decided.
Conclusion
In conclusion the role of either government or industry should be to encourage sustainable tourism not stop tourism in Antarctica. Even the World Tourism Organization understands that tourism businesses and entrepreneurs can work well with communities to ensure economic, social and environmental sustainability (Making Tour 21).
There are always challenges during the process of any tourist enterprise and Antarctica is particularly difficult. On the other hand there are tourist operators offering special packages such as adventure tourism, for example, who understand the type of tourists attracted to that niche. They also understand that the less negative impact on the environment the more the area will continue to offer a great destination. Different regions need to have rules that apply to their particular distance from base camps as well as their unique habitat.
Cruise operators also understand the economics of sustainability. Humpback whale watching is a billion dollar business (Montesinos 2009). Sightings of whales by tourists help keep track of the whales. Tourists also teach people at home about the whales. These are two ways the tourists help scientists by reporting sightings and by education others.
The greatest challenge now is the shift in the weather being caused by climate change. A new marketing strategy will be necessary to meet the needs of the businesses that have come to rely on the seasonal income. A continued increase in the rate of tourism to Antarctica cannot be allowed.
The challenges to the tourism business will continue to increase.
Works Cited
Australian (AU) Antarctic Division 2011 ‘Environmental approvals for tour and expedition organisers’ Dept of Sustainability, Environment, Water, Population and Communities. Australian Government, Available from
Blay, SK 1992 ‘New Trends in the Protection of the Antarctic Environment: the 1991 Madrid Protocol’ American Journal of International Law vol. 86 no 2. 388.
Buckley, R 2010, Adventure Tourism Management,, Butterworth-Heinemann, Oxford.
Chape, S Spalding, M & Jenkins, MD (Eds.) 2008 ‘The world’s protected areas’ prepared by the United Nations Environmental Programme (UNEP) World Conservation Monitoring Centre. University of California Press Available from
Hammond, R 2009 ‘White and wild: Over the past two decades, the dramatic growth of tourism in the wildernesses of the Arctic and Antarctic has meant that the wildlife and fragile environments are under severe pressure from visitors. However, it’s perfectly possible to take high-quality, low-impact trips to the Polar Regions’ vol. 81, no. 11, pp. 71+. Available from
Visitor guidelines 2012 Guidelines for visitors to the Antarctic. International Association of Antarctica Tour Operators (IAATO) Available from
Johnson, J 2002 ‘Environmentally sustainable cruise tourism: A reality check’ Cruise Tourism & Sustainability Marine Policy 26, pp 261-70.
Johnston, ME 1999 ‘Polar tourism regulation strategies: controlling visitors through codes of conduct and legislation’ Polar Record, vol. 33 , pp 13-20 Available from doi:10.1017/S0032247400014121 [3 Feb. 2012]
Jones, S 2007 ‘Cold Comfort: Antarctica isn’t all penguins and icebergs, and increasing numbers of people are travelling south to climb the white continent’s spectacular mountains climbing guide Stephen Jones offers his tips for the best kit for hitting the heights at the bottom of the world’ Geographical, vol. 79, no. 12, pp. 81+. Available from http://www.questia.com [3 Feb. 2012]
Lamers, M, Haase, D & Amelung, B 2008 ‘Facing the elements: Analyzing trends in Antarctic tourism” Tourism Review, vol. 63, no. 1, pp. 15-27.
‘Making tourism more sustainable: A guide for policy makers’ 2005 United Nations Environment Programme (UNEP) and World Tourism Organization, Available from
Montesinos, E 2009 ‘Awareness of the importance of humpback whales by observing their migratory routes from Antarctica to Panama’ Americas, vol. 61, no. 1, pp. 28+. Available from http://ww.questia.com [2 Feb. 2012]
‘Tourists in Antarctica cause of major concern’ 2009 ScienceDaily, Available from
Shearing, C 2011 July ‘Fuel regulation send Antarctic cruise costs up’ The Telegraph, Available from
‘Tourism in the Polar Regions: The significance of Polar tourism’ 2011 UNEP Grid Arendal Environmental Knowledge for Change. Available from
Whitty, J. 2008 ‘March of the tourists’ Mother Jones, vol. 33, no. 4, pp. 30+. Available from
Wright, AN 2008 ‘Southern exposure: Managing Sustainable Cruise Ship Tourism in Antarctica’ California Western International Law Journal, vol. 31, no. 1, pp. 43-86. Available from http://web.ebscohost.com/ [2 Feb. 2012]
