smoky mountains hikers exploring the region

Sustainable Domestic Tourism: Visit the Great Smoky Mountains

Written by Caitlyn Marentette on June 16, 2022. Posted in Blog.

The Great Smoky Mountains National Park, colloquially called the Smokies, is far more than protected national lands to locals and visitors. Before its establishment as a national park in 1934, the Smokies were home to hundreds of local farmers and paper manufacturers. The ethos of these self-sustaining locals prevailed long after the establishment of the park into the present day. For thousands of years before, Native Americans and thousands of native species were home to this beautiful park. Now, the park is known as one of the most ecologically rich landscapes in the United States. Today, locals share significant pride in calling the mountains their home. Millions of tourists come each year not only to experience the beauty of the mountains, but also to learn the local history, to engage seriously with nature, and to enjoy the culture of mountain locals.

The Smokies occupy a unique role as habitat, as nationally protected land, and as a cultural enclave for thousands. What makes visiting the Smokies stand out from other experiences, however, is the interplay between these roles. The below 7 are just a few of the reasons why the Great Smoky Mountains are so unforgettable to national park visitors.

1. Mountain Biodiversity

The Great Smoky Mountains is well-known for its rich biodiversity. Among the national parks in the United States, the Smokies boast the most recorded plant and animal species. As of 2021, over twenty thousand organisms have been found in the Smoky Mountains alone, and over one thousand of them are unique to the National Park territory. Scientists believe that this does not account for thousands more plant and animal species that remain undocumented in the mountains. This makes great opportunities for wildlife enthusiasts and travelers who wish to connect with the natural environment.

2. Historic Downtown Gatlinburg

Gatlinburg is a stunning town in this region — Downtown Gatlinburg is home to hundreds of store owners, distinct tourism destinations, and beautiful forested landscapes. Source: Shutterstock

Gatlinburg is known as the opening gateway to the Great Smoky Mountains. Nestled amid the thick of the green forested landscape, Gatlinburg has a bustling tourist economy that serves its millions of visitors. The town of Gatlinburg hosts the historic home of the town’s first settler family and the popular Tennessee Heritage Trail, which both tell stories of the town’s early days. Another site of interest is the Arrowmont School of Arts and Crafts, a famous arts school founded in partnership between the local Pi Beta Phi school and the University of Tennessee. Throughout downtown are a number of locally-owned shops and enterprises, each of which hold their own local legacies. Whatever your interest is, there are dozens of ways to immerse yourself in the ongoing history of downtown Gatlinburg.

3. Local Artisans

Local artists and craftsmen give the foothills of the Smoky Mountains a one-of-a-kind creative environment. Inspired by the local culture of southern Appalachia and the broader East Tennessee arts and crafts community, artisans of the Smokies have much to offer visitors. While in Gatlinburg, feel free to visit any number of local arts and crafts venues. The proceeds support local businesses, which enable them to continue to produce high-quality, one-of-a-kind products and services to tourists and locals alike. You can also rest assured that purchases from local artisans is a sustainable practice. Most goods are produced using local materials, meaning that goods and services around the Smokies are distinct in their making and planet-friendly to the core.

4. Experiences for All Ages

At the Smokies, there are a variety of events to keep people of all ages engaged. The Arrowmont School offers students of all ages the opportunity to participate in educational and entertaining art workshops and classes. Hiking trails vary in lengths for different skill levels and ages. People who wish to enjoy outdoor activities can find options for children, adults, and families. Couples can enjoy the magnificent sunset view at Newfound Gap, and older visitors can soak up in a Pigeon Forge log cabin jacuzzi. The possibilities at the Smokies are nearly endless.

5. Strong Record of Historical Data

There are several ways to learn more about the history of the Smokies. The Database of the Smokies (DOTS) is an online tool operated through the University of Tennessee Libraries. Another digitized archival source includes The Open Parks Network, which compiles data and objects from over 20 national parks in the United States. A physical archive dedicated solely to the Great Smoky Mountains lies in Townsend, Tennessee: there, the Collections Preservation Center holds thousands of original artifacts and historical sources.

6. Opportunities to Engage Sustainably

Around the Great Smoky Mountains, there are several ways to be a sustainable tourist. Lodging in Gatlinburg and the Great Smoky Mountains can be an eco-friendly practice. For example, Camp Atagahi is one of several sustainable lodging options. Technology-free and off-the-grid, Camp Atagahi is one of many that encourages tourists to connect meaningfully with each other and to experience what the local environment has to offer. Activities like river rafting and ziplining are sustainable activities that have a strong presence in the Smokies. Even local eateries look for green options: The Local Goat in Pigeon Forge uses only locally-sourced ingredients and employment. This makes the Smokies an attractive tourist destination for sustainability-minded travelers.

7. Robust Tourism Environment

The Great Smoky Mountains National Park is the most frequently-visited national park in the United States. In 2021, the Great Smoky Mountains recorded over 14 million visitors—more visitors than any year prior. Its tourism numbers surpass other famous national parks, including the Grand Canyon National Park and Yosemite National Park. Near the Smokies of Tennessee are also a number of other tourism venues. In the nearby town of Pigeon Forge, a number of attractions and resorts abound, including the famous amusement park Dollywood and The Island resort. In Gatlinburg, there’s the Gatlinburg Space Needle, the amusement venue Ober Gatlinburg, and a scenic tram that overlooks town. Around the Smokies, you’ll find an abundance of things to do and places to visit.

There are dozens of important and interesting national parks in the United States, but the Great Smoky Mountains National Park offers a truly unique experience that will be hard for visitors to forget. Whenever you plan to visit one of the United States’ many national parks, be sure to consider the Great Smoky Mountains as your next destination.

Want to learn more about our sustainable travel destinations in the United States? See our current projects on the Lewis and Clark National Historic Trail or the Sugar River Region in New Hampshire. Check out our Contact Us page and reach out for additional information!

stunning ocean and shades of blue of capurgana, colombia

Visiting Capurganá, Colombia – Nature Based Tourism

Written by Thomas Kalchik on June 12, 2022. Posted in Blog.

Partaking in nature based tourism while visiting Capurganá, Colombia is a tool to drive economic success, protect biodiversity, and build a strong social impact.

Colombia is one of the most biodiverse countries in the world. This provides a tremendous opportunity to improve its competitive edge for nature based tourism both internationally and domestically. In fact, USAID Nature Tourism Market Research shows that for international travelers, experiencing the biodiversity of Colombia was the highest nature-based motivation to visit the country (USAID, 2021). Colombia also has extremely diverse landscapes, from the Caribbean coastal desert of La Guajira, tropical rainforests on both the Pacific and Caribbean, brisk mountainous cities of the Andes, grassy plains of Los Llanos, and of course the dense Amazon of the South and West. It’s no wonder the domestic tourism market of Colombia is also attracted to these nature tourism areas, enjoying the beauty of the natural attractions and connecting with the rural and indigenous communities. Visiting Colombia and making the adventure to Capurganá is the perfect way to engage in nature based tourism.

What is Nature-Based Tourism?

The Government of Colombia provides the definition of nature based tourism as the interrelation and appreciation of the environment in its pure state. Conceptualizing this with the definition of sustainable tourism, and you have nature as the driver for economic benefits, socio-cultural development, and environmental preservation of landscapes and biodiversity. Together, these nature tourism activities are developed in response to the needs of the visitors, destinations, host communities and the tourism industry. Nature tourism is seen as an umbrella product, with ecotourism, adventure tourism and rural tourism underneath.

Meet Capurganá, Colombia!

Where the dense, tropical jungle meets the Caribbean Sea lies the epitome of natural wealth that is Capurganá, Colombia. The lush, green jungle hosts an incredible amount of Colombian animals, insects and amphibians, while the sea boasts abundant marine life. See the chart below for a few examples of plants and animals in Capurganá, Colombia:

Capurganá Nature Tourism Meets Adventure and Eco-tourism

The definition of adventure tourism is to engage in adventure activities, such as hiking, climbing, rafting, scuba, and the like, and is often set in the wilderness or remote areas. How to get to Capurganá? Well, it is about as remote as you could ask for. Not accessible by car, you can get to Capurganá by boat or small airplane. The abundance of natural attractions provides a haven for adventure tourism activities. Hike the coastal paths to natural pools or nearby towns. Scuba dive or snorkel in the turquoise waters. Boat to nearby mangrove forests. Kayak across the bay or to the nearby island. And trek across country borders to Panama through the jungle and over the mountains, by way of the small town of Sapzurro, Colombia. The importance of conserving Capurganá’s vast amount of natural capital is vital to the success of local sustainable tourism development. To that end, the Adventure Travel and Trade Association explains adventure tourism as “even more dependent than other forms of tourism on human and nature capital. The protection and thoughtful promotion of these resources is crucial for the social, cultural and environmental integrity of any destination.”

Ecotourism in Colombia is abundant, and if you are looking to plan an eco trip, then Capurganá, Colombia is a fantastic choice. The International Ecotourism Society provides the definition of ecotourism as “responsible travel to natural areas that conserve the environment, sustain the well-being of the local people, and involves interpretation and education.” There are many activities in ecotourism in Capurganá through the plethora of ecotourism areas within and surrounding the town. La Coquerita is a coastal nature reserve offering access to a stunning natural pool. A hike through the shallow rivers and jungle allows the observance of bustling wildlife and lush flora. Often times the accommodations in Capurganá provide a local tour guide to help build environmental and cultural awareness along the trip. Some private sector businesses even build their values around ecotourism and nature tourism concepts. Casa Galú boutique hotel seeks to provide meaningful experiences to their guests by preserving its natural and wildlife surroundings. They inspire responsible interactions with its pristine setting through low impact facilities and respectful wildlife observance.

Conflict Zones: a difficult history, current opportunities, and a bright future

Many of us know about Colombia’s history of war and forced displacement. But as peace has spread over the recent decade, Colombia is making a new name for itself. “Make Tours, Not War” is the slogan of Colombian tour operator Impulse Travel. Building off of the socio-cultural development aspect of sustainable, nature-based tourism, Impulse Travel is “writing a new history – one of peace, resilience and hope.” Watch this short video displaying how they use “the power of travel to create a peace movement through tours.”

Capurganá is located in the Chocó department and Acandí municipality. The Colombian government’s website on regional improvement strategies has designated the Acandí municipality as 1 of 12 former (in the past) conflict zones within the Chocó department. It can take many years for former conflict zones to recover post-conflict, and this initiative will put various strategies in place for the betterment of the local economies, environment and socio-cultural development. Nature tourism is the perfect tool to achieve this in Capurganá. If it can be more widely taught and properly executed then it will generate income, conserve biodiversity, and reduce harmful land-use changes.

Solimar International has worked in several regions that have seen conflict, including the department of Chocó in Colombia. Check out Solimar’s approach to addressing tourism challenges in conflict zones, particularly through stakeholder engagement, organizational structuring and strategic marketing.

Effective Education and Strategic Planning for Nature Tourism Benefits

By now, we know that Capurganá has an abundance of natural wealth, with great value to both the local community and travelers. But that is not to say it is always properly utilized, appreciated, or even recognized by locals and visitors alike. In Capurganá, education on the benefits of nature tourism may just be the number one need to properly implement these concepts. Through research, education, planning and monitoring, nature tourism development strategies “can be an effective tool for stimulating economic growth, alleviating poverty, conserving biodiversity, preserving culture and traditions, and creating employment opportunities for local communities,” as stated by Solimar International’s strategic planning approach. Of course, it is not solely up to the local communities in destinations like Capurganá to uphold the concepts of sustainable, nature tourism. The travelers must be educated as well. To that end, the nonprofit organization RISE Travel Institute’s mission is to inspire responsible, impactful, sustainable and ethical travel through traveler-focused, online educational courses that cover topics such as biodiversity conservation, animals in tourism, inclusivity, and much more.

Tayrona National Park in Colombia is — Tayrona National Park, Colombia

A major opportunity to build sustainable, nature-based tourism development in Capurganá comes from capacity building programs. In remote destinations, access to adequate resources for proper training can be a challenge. Solimar International describes their successes in workforce development trainings in Colombia’s Chocó department, near the Utría National Park. Other National Parks in Colombia also provide a great example of structured organizations that implement strategic plans and monitor actions for biodiversity conservation, negative land use changes, and improving local livelihoods.

Capurganá currently has a handful of individual people and private companies that work towards responsible environmental action and to improve local culture. However, it lacks the formal organizational structure with proper authoritative figures for effective implementation and monitoring. Capurganá could greatly benefit from a structured Community Based Organization to engage and empower destination stakeholders for strategic, nature tourism planning. As shown in Solimar International’s blog on community-based tourism, this is an extremely effective and customizable tool. Take the Jamaica Community Experiences project for examples on community tourism branding, training and product development. Another valuable tool is Solimar International’s courses on Destination Management Organization (DMO) Development, where they teach DMO stakeholders how to responsibly manage and market tourism within their destination.

Conclusion: From Local to National Opportunity

Capurganá, Colombia’s high level of natural wealth is a prime opportunity to build on the concept of nature tourism. To improve its competitiveness and long-term sustainable tourism development plan in order to generate income, conserve biodiversity, reduce land-use change and build a stronger community. As the country of Colombia seeks to position itself more competitively in the nature tourism industry, small communities like Capurganá could benefit immensely from joining the movement.

Want to learn how to help your destination or community reach its sustainable tourism development goals? Check out these resources on Solimar’s website, or contact us for more info!

destination branding two kayak sunsetters

How to Brand Your Destination: a Complete Guide

Written by Caitlyn Marentette on June 6, 2022. Posted in Blog, Uncategorized.

Want to learn how to successfully make your destination stand out from the competition? This article tells you all about destination branding and how to build your own original brand!

How to Build a Successful Destination Brand

The tourism industry is one of the most universally robust industries in the world. Hundreds of thousands of people travel every year, and there are many types of travelers who feed into the industry. Even more people work in the tourism sector. So, how do you attract potential visitors to your tourism destination?

There are plenty of approaches to attract potential customers to a tourist destination. Social media, marketing campaigns, and word of mouth are just a few ways to achieve this. You might see photos of dazzling landscapes on Instagram, see a hotel ad on TV, or read a post about a famous tourism destination in a magazine. What these things have in common is a recall to what makes a destination unique, important, or appealing to a specific audience.

Bringing these features out through tourism marketing is a tactic called destination branding. Think about a famous city—Berlin, for instance. There are a number of images that you probably think of when Berlin comes to mind: the (in)famous Berlin Wall, the unmatched cosmopolitanism, the tall-standing TV Tower, and the authentic Brezeln. A collection of cultural markers like these produces a profile that is unique to Berlin. These markers can then be used to produce and to employ a marketing strategy that attracts potential tourists to Berlin. Of course, this is not specific to just one city; any site can have a brand identity.

So, the question remains: how do you produce a successful brand for your site? Below, we have compiled a short list of items to get you started on building a successful destination brand.

Berlin TV Tower (Fernsehturm) has become an iconic piece of Berlin’s identity, completing the panorama of the city alongside Brandenburg Gate or the Berliner Dom

A Brand is the Most Valuable Tool in your Marketing Strategy

A brand goes far deeper than a logo or company slogan. These are simply considered marketing tools. A brand is defined by the public perception and the emotion it makes you feel. It is the promise being made to the target audience that is derived from the product or destination’s uniqueness. Your branding efforts are the process of creating brand messaging and experiences that attract visitors. These should be as compelling and memorable as possible, in order to draw in potential customers. Successful branding occurs when this experience remains in the hearts and minds of the target audience.

Developing a Valuable Destination Brand Identity

Developing your brand identity, or brand personality, revolves around three main axes:

Destination uniqueness;
Stakeholders’ and travelers’ perceptions; and
Consistency in the marketing campaigns.

A strong brand identity is essential when you are trying to reach potential tourists and attract them to your destination. We could define the brand identity as a summary of the destination’s main traits, the words your main audience would use to describe the destination.

Does your destination offer a wide array of cultural experiences? Are most visitors coming to your destination to relax, or do they come to challenge themselves and take on new adventures? Is your destination mostly suitable for families, groups of friends or romantic getaways?

Developing your brand identity starts by auditing your destination and identifying your main target. It is recommended to involve stakeholders to better understand how they perceive the uniqueness of your destination. Start a conversation with small tourism businesses, travel agents and tour operators promoting your destination, local authority or former visitors and gather their emotions about your destination.

Including the consumer perception of your destination will ensure that the appropriate types of travelers are targeted in your brand messaging. Do not neglect to take a look at competition – locally or internationally – and to think it through: “What do I offer that is different?”, “What is our added value?” You can read an example of destination branding through consumer perceptions from Croatia.

The wide open Namibian landscape – understanding the consumer perception of your destination’s uniqueness is key to build a strong brand identity

Understanding the travel motivations of your visitors, as well as their decision-making process, will support you in building a suitable brand messaging. Associate experiences with your destination which are as distinctive, compelling, memorable and rewarding as possible. Take the example of Namibia’s online marketing campaign which Solimar ran between 2011 and 2013 that emphasized the breathtaking and seemingly endless natural landscapes of Namibia.

Once this message is clear, your marketing campaigns will help spread your identity and reach your targeted audience. The key in the marketing campaign is consistency! Make sure the brand messaging perceived is coherent on all the elements of your integrated marketing communication. Each support and channel should represent the same brand identity.

Moreover, the consistency of the brand identity continues on the spot where it is important to build brand value at each point of contact, from signage at the airport to landscapes while driving to the hotel or between parts of a destination. The experience of the traveler must reflect your brand identity.

Finally, keep track of the success of the campaign and reassess your strategy every year, or if a major event has disrupted your campaign (Covid-19 anyone?).

In short, developing a powerful brand identity consists of:

Running a destination audit
Clarifying who is your target
Building your destination SWOT
Identifying your competition, their location, and your added value
Involving local stakeholders in your branding process and assess their perception of the destination
Reassessing your Marketing Strategy annually

Using the Brand Pyramid for a Strong Destination Brand

One of the most effective ways to produce a powerful destination brand is by using a brand pyramid. Brand pyramids are models that distill the important elements of a site down to an advertising essence. Brand pyramids are important for destination branding, because they clarify the most important aspects of the destination. This helps produce a tagline that markets the message of a destination to potential visitors.

There are five tiers in the brand pyramid, which are organized from a wide base to a narrow top. The first tier, labeled rational attributes, are tangible destination characteristics. In other words, rational attributes are the markers that can be empirically observed. The physical, quantifiable features of a site are listed here. These features can be diverse, ranging from unique products and services to local cuisines to historic landmarks.

The second tier is labeled emotional benefits. These are the feelings associated with a site. This tier plays a crucial role in creating a destination brand, because it addresses the tangible emotional experience(s) of visiting a site. The first two tiers work together to create a strong brand image by listing tangible attributes alongside the emotional sentiments that the site produces.

The third tier of the brand pyramid is brand personality. This lists a group of adjectives that describe the personality of the site. This is how a target audience will describe a site in a few basic words. The brand personality can describe atmospheres and resources, and they can also attract specific audiences. As the public health situation evolves, a brand personality can illuminate how amenable a site is to a specific audience.

The fourth tier, the positioning statement, describes the one-of-a-kind site attributes. Here, brand developers ask which characteristics are seen or experienced only at that site. This is an especially important step in the brand development process. Knowing what makes a site stand out will give shape to a strong brand identity.

The final tier is brand essence. The brand essence is exactly what it sounds like: it distills aspects of all the tiers below to produce an essential brand identity. This is what the brand means, described in a few words. This is the tier that creates a destination brand, usually in the form of a tagline. A great example of the destination branding process was successfully implemented in Solimar’s Jamaica Community Experiences project from 2015-2018.

Brand Pyramid model to build a powerful destination brand – Solimar DMO Development Program

Looking for more destination development strategies? Check out Solimar’s Institute for Sustainable Destinations program on DMO Development. Or Contact Us directly for information!

Authors: Caitlyn Marentette / Célia Hulin / Thomas Kalchik

digital marketing displayed in times square

What is the Value of Digital Destination Marketing?

Written by Lisa Elmes-Bosshard on May 24, 2022. Posted in Blog, Tourism Marketing.

The digital era is synonymous with a time of constant change. Innovations are transforming industries at incredible speed. The travel and tourism industry is no exception. Technology is driving the way in which travellers are searching, accessing and consuming travel content. But how much has the industry changed? Find out below!

According to Wex’s US Travel Trends Report 2019, technology influences the imagination and preparedness of travellers today – this cannot be overstated. More recently, Google Trends insights highlighted that the pandemic has resulted in consumers having even higher digital expectations. They have adopted new digital habits, and changed their online behavior as a result. Destination Management Organisations (DMOs) therefore need to understand the value of digital destination marketing as an essential part of the marketing strategy. Digital is now the norm and a tool to reach consumers around the globe.

Digital marketing refers to all marketing that uses an electronic device or the internet.

But, what is digital destination marketing?

According to HubSpot, digital marketing refers to all marketing that uses an electronic device or the internet. Today, 65% of global travel and tourism sales are made online (Statista 2021), leading digital marketing to be even more important than traditional marketing. DMOs can creatively engage with potential visitors to raise awareness for its products and services, increase visitation, and maximize benefits for all its stakeholders.

Now more than ever, digital destination marketing matters. Destination Management Organisations are facing high competition for tourism dollars. They must not only find the right customers, but they also must standout, inspire, and engage them in the most effective and efficient way. Digital marketing facilitates these goals.

What is the value of digital destination marketing?

1. From local to global

As DMOs look to grow visitation, targeting new geographical markets are a logical step. Digital marketing brings a destination’s products and services to an audience anywhere in the world. Whether prospecting for new visitors using social media campaigns, or launching a paid search campaign, a destination can expand its presence beyond its immediate geographical vicinity.

2. Focused targeting

Using detailed customer data, perhaps from its website, DMOs can position its offering directly in front of its ideal consumer, that is, the audience which is highly likely to be interested. Messages can be personalized to increase the level of engagement with different segments. This reduces the wastage experienced in traditional marketing where one broad message is used to target everyone. Solimar’s work with destinations like Namibia integrates digital platforms in the marketing strategy to enhance the country’s awareness to its targeted audience.

3. Improved measurability

Tracking the results of traditional marketing activity is near impossible. With digital marketing, DMOs can see detailed performance throughout the life of the campaign. They can see precisely which activity is achieving their goals, and use this data to drive revenues and increase profitability.

4. Campaign agility

Due to its very nature, digital campaigns allow companies to make improvements at any point. Close monitoring provides data in real time and adjustments can be made rapidly. As a result, funds are spent smarter with less wastage.

Virtual reality transports travellers to the destination through a multi-sensory experience

What are the top digital marketing trends to inspire a DMO’s strategy in 2022?

1. Everything must be mobile, mobile, mobile

According to 2018 Google research, 45% of US and 48% of UK smartphone users are comfortable using a mobile device to research and book their entire trip to a new travel destination. Therefore, a ‘mobile first’ strategy is essential. DMOs will want to ensure that any action which they inspire consumers to take online, is easy to achieve on a mobile device.

2. Content is King

Content is at the heart of digital marketing. It refers to everything from text and images to video and audio, and more. It has the potential to increase search rankings, drive visibility to the right audience, enhance brand image and build brand authority. As travellers do more streaming and posting of content online, DMOs can reap big rewards with storytelling which showcases the authenticity of its products and services.

3. Go virtual

Accelerated during the pandemic, virtual tours are used to transport travellers through a multi-sensory experience. Viewers get an immersive pre-travel experience without leaving their home. DMOs can really create standout brand experiences with intriguing storytelling and short engaging videos. Even individuals who are unable to travel, can get a flavour of the destination. Virtual reality experiences can support a destination’s sustainable tourism goals, as they reduce the impact of physical footprints in vulnerable locations.

4. The power of video in destination marketing

Videos are powerful. They fully immerse the viewer in a different world more impactfully than images can. Google research cites that 65% of travellers search for travel videos online by destination. DMOs have an opportunity to create content in the format most appealing and likely to be found by potential consumers. Solimar International’s expertise in creating impactful videos was a key part of Jamaica’s successful community tourism programme. Four promotional videos, each showcasing a core theme of the community tourism experience, were launched on social media and other digital channels to raise awareness for the incredible sustainable initiative.

Social media platforms such as Facebook, Instagram and, more recently, TikTok, are ideal for this. TikTok is now mainstream – with over 1 billion active users, the average user spends 52 minutes per day on the platform. It gets the highest engagement of any social platform and is seeing the 25 – 39 age group as its fastest growing segment. The quality of the content and the collaboration with influencers are the keys to success on this platform. By offering fairly low-cost opportunities for influencers to experience the destination, museum or festival entrance, for example, the content can reach large audiences.

So, why should I care about digital destination marketing?

The value of digital destination marketing is significant. It enables DMOs to promote its products and services to a more targeted audience, it affords the use of cost-effective channels to reach wider geographic markets, and it helps to enrich content. All of these combined drives success for the destination.

Solimar International creates strategic online marketing strategies and social media marketing plans for destinations worldwide, including Rwanda and Tanzania. Interested in how we can help you with destination digital marketing? Contact us to learn more.

Sustainable Tourism in Southern Morocco

Written by Eliot Heiss on May 19, 2022. Posted in Blog, Uncategorized.

South of the Moroccan tourism hub of Marrakesh is the jewel of Southern Morocco, Agadir. Encompassing Agadir and various other small towns, southern Morocco is largely underdeveloped with untapped potential. Morocco has been well-known by French tourists for a long time given its former status as a French colony. What is lesser known is that Agadir and Southern Morocco have an increasing capability to cater to the demands of sustainable tourists. Its location directly below Western Europe means it is only a short flight away for Europeans. With French and English widely spoken, communication is convenient for many travelers.

Key Destinations in Southern Morocco

Curious about where you should travel in Morocco and what you should do to make the biggest impact on your journey? Keep reading:

1. Agadir

The most popular destination in Southern Morocco is certainly Agadir. It rests on the western coast of Morocco, with 10 kilometers of beaches which receive over 300 days of sun per year. It is the perfect location for any beach lover, with easily accessible cafes, restaurants, and nightlife.

One reason why this city has a path to sustainable tourism is it is extremely walkable. One can spend the morning walking up and down Agadir Beach along the shoreline. If you venture inland to Souk El Had market, you can visit the hundreds of stalls selling unique Moroccan items, like bowls, jewelry, and other handicrafts. A large percentage of these stalls are owned by local Amazigh women, descendants of the pre-Arab people in North Africa.

Souss-Massa National Park is a long stretch of land just south of Agadir, where the terrain ranges from grassland steppes, sand dunes, sandy beaches, to wetlands. This park is the best chance for nature loving travelers to experience the wild side of southern Morocco. The park is home to 250 different species of nesting and migratory birds. The most famous of which is the Bald Ibis, other residents include antelopes, boars and mongooses.

2. Tamraght and Taghazout

Further to the north, about a 25-minute drive, are the surfing towns of Tamraght and Taghazout. These smaller towns do not have resorts like Agadir, but offer quieter accommodation in mini hotels and Moroccan lodges for a more traditional experience. Often accommodations will offer Moroccan dishes for each meal of the day. Or you can visit the local markets for a chance to interact and negotiate your prices with the locals.

These towns have their own beaches and shops without the hustle and bustle of the larger Agadir. Here you can find water sports equipment rentals and guided tours around the area. Located in the shadow of the lesser Atlas Mountains, there are opportunities to hike into the mountains or simply lounge on the beach.

Paradise Valley is a quick day trip. Travelers can grab a minibus from various locations and arrive in a lush valley to swim and relax. Visiting this oasis is like stepping into another world away from the dry, arid Moroccan climate. This valley is also home to one of the oldest and most traditional honey making operations in the world.

3. Sustainable Activities to Enjoy on the Coast

The Southern Moroccan coast is primarily known for its surfing. The beaches along Agadir and the surrounding towns have a variety of different surf spots for all skill levels. Whether you are a beginner trying to experience a new sport or a pro seeking to hone your skills, there is a beach and a wave for you!

Surfing and the other water sports here may be the ultimate sustainable activities. The surfing culture is obsessed with keeping the ocean clean. After all, it is no fun to surf in polluted waters. Solely using the power of the ocean waves limits CO2 emissions and makes one tune in with the ocean’s natural power. Other water activities include sailing, parasailing, and swimming. If you want a break from the water, there are also horseback riding and camel tours where you can experience traditional Moroccan travel.

How can you get to Southern Morocco?

When traveling around Morocco, you have several different options. There are many bus coaches which go up and down the coast. In addition, Morocco has a few different train and rail lines to limit your carbon footprint.

If you are traveling around the city or a shorter distance, there are rental bike stands in the bigger cities. Renting bikes allows you to take in more of the sights for a cheaper, sustainable experience. If you don’t feel like pedaling yourself, there are taxi bikes available for a small fee.

Solimar’s History of Supporting Sustainable Tourism in North Africa

Solimar International has always been committed to helping developing countries create a better sustainable tourism sector and garner more tourists to visit developing communities. At Solimar, we believe in tourism development that creates a positive experience for local businesses, local people, and the tourists themselves. This should be done without sacrificing the future of the planet.

In the past, Solimar has worked in Morocco. In 2012, we worked to create a series of cultural heritage routes to increase awareness of traditional Moroccan artisans and bolster their income.

Solimar is currently working on a USAID project in Tunisia. The goal of this five year initiative is to develop sustainable tourism in traditionally under-visited areas, bringing economic benefits to local communities and their inhabitants. This is the second project we have worked on in Tunisia – the first was the advancement and development of cultural heritage tours, in conjunction with the Smithsonian.

WE DEVELOP, MANAGE, AND MARKET SUSTAINABLE TOURISM DESTINATIONS

Category: Blog