The plethora of programmes and their criteria, benchmarks, monitoring and assessment methods raise questions of credibility. A WTO study conducted in 2001 revealed over 7,000 certified products worldwide. Of 500 voluntary initiatives examined, only 59 certification/ecolabel programmes had the basic requirements of a credible programme. This study produced a series of recommendations to improve the effectiveness of these initiatives (WTO 2002).

This article highlights how a major certification initiative for the NSW Camping and Caravan Industry Association (CCIA), Australia uses the critical elements from UNEP, WTO publications, the Mohonk Agreement, certification programmes, practitioners and tourism operators worldwide to produce a programme that is more effective, efficient and credible. It specifically focuses on how the new ‘Gumnut Award’ has tailored the programme to the needs of the industry, and that the fundamental process of stakeholder involvement is crucial to the success of any quality assurance programme. Engagement with stakeholders provides a greater understanding of their needs, attitudes and barriers to implementation and their willingness to participate, resulting in a more effective mode of delivery.

The caravan and camping sector is very important in the context of outdoor tourism and recreation, with the majority of properties situated in or near very sensitive coastal environments. CCIA NSW acknowledged the significant social, cultural, ecological and economic impacts on local communities. With an exceptionally high uptake by the industry to date, this paper benchmarks this program against current best practice.