Ecotourism Australia Limited Business Ethics

These ethics are fundamental to the operation and governance of entities participating in Ecotourism Australia’s membership and certification programs. This Business Ethics Declaration supports the Conditions of Certification Declaration by setting out the ethical conduct, responsible practice and engagement expectations that certified entities confirm through the annual declaration process. Any entity found to breach these Business Ethics may face suspension or revocation of certification and membership at the discretion of Ecotourism Australia.

This Declaration applies to all entities participating in Ecotourism Australia membership and certification programs, including certified businesses and destinations, applicants, parent entities and subsidiaries, and their owners, directors, management and employees – collectively referred to in this Declaration as the entity.

Through the annual declaration process, certified businesses and destinations confirm that they agree to, and comply with, the following principles:

1. Ethical Governance and Legal Compliance

This entity:

• Is committed to best practice sustainability and to delivering authentic, high-quality sustainable tourism experiences;
• Operates within a framework of high ethical standards in the provision of sustainable tourism services and products, and in its relationships with communities, stakeholders and customers across all communications, including digital platforms and social media channels;
• Conducts business with honesty and integrity and does not engage in fraudulent, deceptive, corrupt or unethical practices;
• Complies with all applicable legal, statutory and regulatory obligations;
• Notifies Ecotourism Australia in a timely manner of any material change to ownership, operations, certification scope, legal compliance, tourism activities or sustainability performance that may affect certification status or compliance obligations;
• Provides accurate, truthful and complete information in all certification applications, reporting and audits, and cooperates fully with Ecotourism Australia in verification and compliance processes;
• Takes timely and appropriate corrective action where non-compliance, misleading information, adverse impacts or material risks are identified, including cooperating with Ecotourism Australia on any required follow-up, review or verification process.

2. Environmental Responsibility

This entity:

• Actively works to minimise environmental impacts and protect biodiversity, ecosystems, natural heritage and landscape values by identifying, monitoring and managing the environmental risks associated with its operations, activities, infrastructure, supply chains and visitor experiences;
• Uses resources responsibly by taking reasonable steps to reduce energy and water consumption, prevent pollution, minimise waste, avoid unnecessary single-use materials and improve resource efficiency across its operations;
• Takes reasonable steps to measure, reduce and manage greenhouse gas emissions and climate-related risks, including by improving operational efficiency, supporting lower-impact transport and visitor practices where relevant, and planning for climate resilience;
• Complies with applicable environmental laws, permits, approvals and site management requirements, and maintains systems for continual improvement, including monitoring, staff awareness and corrective action where environmental performance does not meet required standards.

3. Animal Welfare

This entity:

• Ensures that any interaction with wildlife or use of animals within tourism experiences is conducted responsibly and ethically, prioritising animal welfare, avoiding harm, distress or exploitation, and complying with applicable laws, permit conditions and recognised animal welfare standards.
• Ensures that animal-based tourism experiences are designed and delivered to minimise stress, disturbance, injury, inappropriate feeding, handling or display, and any behaviour that compromises the welfare of wildlife, captive animals or domesticated animals;
• Applies a precautionary, welfare-first approach to any wildlife or animal-based tourism activity, ensuring that experiences are lawful, ethical, appropriately managed and do not normalise harm, exploitation, unnecessary disturbance or unsafe interactions with animals;
• Ensures that wildlife and animal experiences, where relevant, support responsible visitor education, conservation awareness and positive visitor behaviour.

4. Cultural Respect and Engagement

This entity:

• Respects the social, cultural and environmental values, heritage and diversity within its country and region of operation;
• Acknowledges and respects Indigenous communities and organisations, and recognises the primacy of their obligations, rights and responsibilities and the diversity of their cultures;
• Ensures that cultural heritage, traditions and stories are represented respectfully, accurately and with appropriate permissions, particularly where Indigenous knowledge or cultural material is involved.

5. Customers and Visitor Experience

This entity:

• Acknowledges its responsibility to treat all customers fairly, to meet their reasonable expectations, and to ensure that its advertising and promotional activities accurately reflect the business operations and consumer experience on offer;

• Ensures that visitors and customers are provided with clear and accurate information, including any applicable terms, conditions or visitor expectations;
• Ensures that complaints regarding sustainability performance or any other matter are addressed in a fair, transparent and timely manner;
• Is committed to improving accessibility and inclusion by providing clear and accurate information about the accessibility of its products, services and facilities, and by making reasonable efforts to accommodate the needs of people with disabilities and diverse access requirements where possible.

6. Responsible Marketing and Sustainability Claims

This entity:

• Ensures that sustainability and environmental claims, statements and marketing communications are accurate, substantiated, capable of verification and not misleading or deceptive;
• Ensures that sustainability and environmental claims, statements and marketing communications are consistent with the scope and level of Ecotourism Australia certification without misrepresenting the environmental or sustainability performance of the certified entity, product, experience or destination;
• Uses Ecotourism Australia certification logos, branding and claims accurately and only in accordance with the certification status granted, and does not make misleading or exaggerated claims about certification or sustainability performance;
• Ensures that any reference to Ecotourism Australia certification clearly and accurately reflects the certified business, product, experience or destination and does not misrepresent the scope, level or status of certification;
• Takes prompt action to correct, clarify or remove any sustainability, environmental or certification claim that is inaccurate, misleading, unsubstantiated or no longer valid. 

7. Employment, Safety and Human Rights

This entity:

• Is committed to non-discrimination, anti-bullying and equal opportunity employment and fosters a respectful and inclusive workplace;
• Is committed to preventing modern slavery, forced labour, human trafficking and exploitation within its operations and, where possible, within its supply chains, and takes reasonable steps to ensure that its business practices align with applicable modern slavery legislation and ethical labour standards;
• Ensures that the health and safety of staff, visitors and customers is a key priority in all aspects of its operations and activities. 

8. Community and Responsible Procurement

This entity:

• Supports its local community, including people, businesses and services, and where possible, partners with and/or promotes local or regional ECO Certified or Sustainable Tourism Certified operators;
• Demonstrates responsible procurement practices by seeking, where possible, to source goods and services from suppliers that operate ethically and sustainably, including supporting local businesses and environmentally responsible products and services.  

9. Engagement with Ecotourism Australia

• Ecotourism Australia is committed to respectful, constructive and good-faith engagement while protecting the wellbeing of staff, contractors, board members and volunteers. All entities engaging with Ecotourism Australia are expected to act honestly, respectfully and appropriately, comply with Ecotourism Australia’s Code of Conduct, and communicate in a professional, courteous and constructive manner across all formal and informal interactions, including complaints, audits, meetings, correspondence and public communications.