Author: SolimarInt

The dramatic scenery of Konso in southwestern Ethiopia has been declared a UNESCO World Heritage Site. This will be Ethiopia’s ninth such site, meaning it has more than any other country in Africa. This occasion was celebrated in Konso with an event organized by the Ethiopian Authority for Research and Conservation of Cultural Heritage, and was attended by the Minister of Culture and Tourism, UNESCO representatives, ministers, ambassadors and the private sector. Konso was awarded the honor in recognition of its unique landscape, which demonstrates cultural traditions stretching back over 400 years – many of which are still alive today.

The region’s stone-walled terraces and fortified settlements demonstrate the shared values, social cohesion and engineering knowledge of its people. They are also examples of how local communities have adapted – over 20 generations – to southern Ethiopia’s arid environment, allowing them to live sustainably in this hostile region. Groups of anthropomorphic wooden statues represent respected community members and heroic events, and stone stelae mark the passing of leaders, and determine a family’s status even to this day.

Konso is also an emerging community tourism destination. New tourism products are being developed here with the support of Ethiopian Sustainable Tourism Alliance (ESTA), a five-year USAID-funded project. One of these products is the Travelers’ Philanthropy Program , which gives visitors the opportunity to donate and plant tree seedlings as a way of contributing to the rehabilitation of the land. You can find out more about this and other tourism activities in Konso on the newly-launched community tourism portal www.RootsOfEthiopia.com.

Early Successes in Bocas del Toro

We recently told you about the launch of the geotourism mapguide program in Bocas del Toro, Panama. The Solimar team has been hard at work for a few months getting ready for the official call for nominations, which began June 1st.

The Bocas Geotourism Stewardship Council (GSC) began with 7 members and now has 13 active members, due in large part to the efforts of the local team conducting individual presentations about the project. The council will steer the site nomination gathering and vetting process. The council now includes the Mayor of Bocas, the Environmental Unit of the Municipality, the Smithsonian Institute, the local Tourism Chamber, local TV and newspaper representatives and local hotel, surf shop and dive center owners.

Several members of the Bocas GSC have donated television, radio and newspaper advertising space to help promote the upcoming site nomination website launch. The local billingual newspaper has also donated space for an article on the Geotourism Program in every issue. So far two articles on the upcoming program have run in that local newspaper.

Solimar’s local coordinators and GSC members have also conducted over 60 presentations to 79 business promoting the site nomination period and raising local awareness about the geotourism program. At least 10 Bocas site nominations will be ready and loaded onto the Go Blue Central America site nomination website for the launch on June 1st.

Twenty-nine additional businesses have signed letters of interest committing to participate in the Geotourism prorgram. Many more local businesses have given a verbal commitment to participate. These businesses have expressed great enthusiasm about receiving the tourism sustainability best practices training as a part of the Geotourism Program. To learn more about this program or to nominate a business, please visit the website:

 

Solimar is proud to announce the launch of the Roots of Ethiopia website. This unique portal promotes the wide range of community tourism products found in Ethiopia; thus helping to position it as a top community tourism destination in Africa. The website has been developed by the Ethiopian Sustainable Tourism Alliance in partnership with the Frankfurt Zoological Society (FZS) and Tesfa (Tourism in Ethiopia for Sustainable Future Alternatives), and features an array of activities including culture and nature walks, weaving and cooking demonstrations, horseback rides, boat tours and craft shopping, among others.The portal’s launch event took place in April in Addis Ababa. It was opened by Ethiopia’s State Minister of Tourism and was attended by key tourism stakeholders from the public and private sectors and across the development industry.

The core of the event was the presentation of the website and its functions. Solimar International’s Jessie McComb led this section in a fun and engaging way by describing how different types of tourists might use the website to learn more about Ethiopia and the community tourism products. She used the following real and fictional case studies:

    • Ms. McComb’s worry-wart mother, who would immediately ask about health, safety, transport and travel logistics. This information is all included in the “Plan Your Trip” section, which includes detailed FAQs for first-time travelers to Ethiopia and Africa.
    • Anna, an imaginary, well-traveled German tourist, is coming to Ethiopia on a package tour, but also wants to discover local culture. Using the “Search by Destination” function, which displays the community tourism destinations on a country a map, she can see which communities are located close to the sites that she will already be visiting.
    • Mike and John are expatriates living in Addis, with a good knowledge of Ethiopian geography. With the aid of the “Search by Activity” function, they can quickly find a tour that will fit their interests.

Roots of Ethiopia has been launched at a key moment for the tourism market. In 2009, over 105 million Americans used the Internet for travel planning – a 16% increase from 2007- while the number of Europeans booking travel online is now approaching 50% and growing. This new web presence offers a tremendous opportunity for rural Ethiopian communities to reach internet-savvy tourists around the world, to improve their livelihoods, create much-needed employment and generate income.

Earlier this week, Ashley discussed our efforts in Uganda to boost conservation through tourism in national parks. One place where we have worked to accomplish this goal is in Rwenzori. Here we developed new tourism products to boost visitation and revenue, which is vital to conservation. Increased tourism has also helped provide new sources of income for the local community.

The Rwenzori Mountains, the fabled “Mountains of the Moon,” lie in western Uganda along the Uganda-Congo border. The Rwenzori Mountains National Park was established in 1991 and was recognized as aUNESCO World Heritage site in 1994 and as an international Ramsar Wetland site in 2008. The national park hosts a variety of species of wildlife that include 70 mammals and 217 birds, including 19 species that are endemic to the region, as well as some of the world’s rarest plants.

The Rwenzoris are a world-class hiking and mountaineering destination that offer multi-day treks around and up to the mountains peaks, which are among the highest in Africa, and one of only three locations that hosts glaciers on the equator. For those who prefer something a little less strenuous, neighboring communities also offer nature walks, cultural performances and accommodation. Despite this, the number of visitors to the region is limited, due in part to limited tourism activities and facilities offered in the area.

To address this gap, Solimar’s USAID-funded projectSustainable Tourism in the Albertine Rift with support from US Forest Service, and in partnership with ECOTRUST, the Uganda Wildlife Authority (UWA) and Geolodges, worked to improve the tourism products being offered in and around the mountain to promote greater visitation to this incredible destination.

The New Rwenzori Mountains Visitor Information Center is a multi-function facility next to the National Park, providing information and services for visitors to the region. The Center offers information about the history and ecology of the mountains and their people; it also has space for UWA briefings and registration before entering the park, a restaurant and a craft shop. The Visitor Information Center will allow people traveling to the region to learn more about the National Park and the mountain, its people and their culture.

Solimar and our partners supported the Visitor Center through funding and technical assistance in the development of the building and the interpretive information within it. The Visitor Center is also paired with a private lodge concession that offers accommodations and a restaurant in partnership with the local community for travelers to the park.

The New Mahooma Nature Trail is a 28 km loop-trail starting and ending at the main entrance to the park. Solimar, with support from the US Forest Service and in partnership with UWA, developed the trail as a way to diversify the options available to visitors to the region, which before hand only offered long treks into the park. The trail traverses the lower slopes of the mountains culminating at Lake Mahooma where the trail joins the existing ‘Central Circuit’ trail to return to the park gate. The entire circuit could be completed in 1-2 nights, or parts of it as a day hike.

We hope that the addition of these new tourism products will help increase tourism to the mountains. And even more importantly, help increase revenues for the people of the region as well as support the park in their ongoing conservation efforts.

Why Inbound Marketing?

So we know what inbound marketing is, but why is it important to the travel and tourism industry?

The travel industry has changed. Just look at the numbers: 85% of travel research is carried out via search engines, 49% is done via online hotel reviews, and 62% is done via online travel reviews and comments. It is clear that consumers are in the driver’s seat and have ample opportunities to be selective in their purchases, especially when it comes to travel. Marketers are quickly coming to the realization that the age of outbound marketing, which includes TV ads, direct mail, and telemarketing, is on the decline because in many cases consumers view these techniques as spam.

Not only does traditional marketing often get labeled as spam, but many consumers are never even exposed to it:

  • There are 200 million Americans on the Do Not Call list
  • 91% of email users end up unsubscribing from company newsletters
  • 86% of people skip ads on TV

Why spend money on techniques that don’t even make it to the consumer over 50% of the time? Why not focus on some of the inbound techniques that are working? Inbound marketing focuses on several unique strategies that are built around creating valuable content, joining online conversations and ensuring that you are present in all the spheres that your potential consumers inhabit. Engaging consumers by encouraging them to find your website and providing them with useful information throughout the entire sales cycle will help convert leads into sales.

Inbound marketing works. Here are just a few examples of how companies are acquiring new customers through inbound marketing:

  • 57% acquired a customer through their company blog
  • 57% acquired a customer via LinkedIn
  • 48% acquired a customer via Facebook
  • 42% acquired a customer via Twitter

These new inbound techniques are becoming even more crucial for the travel industry because of the increased importance of social media and review sites during the travel planning process. In fact, according to Google’s Five Stages of Travel, roughly 1 in 3 business travelers have posted online reviews of places they’ve been. In addition, EyeforTravel’s Social Media & Mobile Travel Report stated that 7 of 10 travel brands testify that social media has resulted in a large influx of direct bookings and significantly improved overall company engagement with customers.

Now here is the really good news: the cost per sales lead via inbound marketing is 62% less than via traditional marketing. According to Hubspot, 75% of inbound marketing channels cost less than any other outbound channel. Less investment + more consumers = a no brainer for any marketer thinking about incorporating this new technique into their business strategy.

“We rely confidently on Solimar's deep technical experience and professionalism as tourism consultants. You always are exceeding our expectations.”
Leila Calnan, Senior Manager, Tourism Services Cardno Emerging Markets

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