Developing and Implementing a Company's Ecotourism Mission Statement

This case study illustrates the importance of strong, philosophical statements implemented through an environmental planning and control system for the start-up phase of a backcountry mountain biking company in the Crowsnest Pass/Pincher Creek area of Alberta, Canada. Careful planning that showed a commitment to the environment allowed the founder access to the necessary trails located on public land. The key was to consider where the company's values and goals over lapped with the other stakeholders' values and goals and to develop a plan to achieve these goals through the help of its environmental management system (EMS). By developing a simple but effective monitoring and control system, the company was allowed to self-regulate, primarily by measuring its progress towards achieving its mission. The Land and Forest Department felt that the only regulation needed for Treadsoftly was adhering to is own environmental policy and monitoring its progress in implementing the policy through its own control system. The company's EMS was also instrumental in helping the company receive speedy approvals for other permits and licences needed to operate in the area.