Destination Management Archives - Solimar International

Tourism Development Project- Cox's Bazar

The Blueprint: Creating a Tourism Project in Cox’s Bazar

Written by Colin Ciarfella on October 21, 2024. Posted in Blog, Uncategorized.

An Emerging Destination in South Asia

Situated on the southeastern coast of Bangladesh, Cox’s Bazar is a captivating destination that boasts the world’s longest natural sea beach, stretching an impressive 120 kilometers (approx. 75 miles). Cox’s Bazar is more than a beach destination; it’s a thriving hidden gem where traditional Bangladeshi culture meets modern comforts. The stunning beaches, unique local culture, and unspoiled natural beauty make it an idyllic retreat for travelers seeking a getaway.

Visitors can immerse themselves in the bustling markets, savor the local delicacies, and engage with the warm and hospitable locals. The area is rich in history and culture, with landmarks such as the Buddhist temple of Aggameda Khyang, showcasing the region’s diverse heritage. The nearby Himchari National Park offers opportunities for hiking and wildlife spotting, further improving the destination’s appeal for nature enthusiasts. Many people around the world, specifically in the west, have never heard of this destination, so putting it on the map with a tourism development project necessitates a unique formula of design and implementation. This case study explores the process of setting up a tourism development project for Cox’s Bazar.

Crafting Cox’s Bazar’s Tourism Development Project

Solimar International has launched eight tourism development projects in South Asia including in Sri Lanka and the Sundarbans of Bangladesh. A destination with potential for a future project is Cox’s Bazar to replicate the successes and leverage lessons learned in the Sundarbans. But what does that mean for the destination?

Domestic tourism is extremely popular in Cox’s Bazar as it is the primary destination for Bangladeshi residents to venture to. In recent years, Cox’s Bazar has experienced huge growth in tourism. During the peak season (October to April) about 2 million tourists visit Cox’s Bazar and it is expected the figure will grow to around 15 million by the year 2030. Developing tourism in Cox’s Bazar presents an alluring opportunity for economic growth and cultural enrichment. The influx of tourists can stimulate local businesses, create jobs, and foster infrastructure development, ultimately uplifting the local economy, preserving the culture, and benefiting the community – discussed later on in the article. Bangladesh’s stunning landscapes and culture can elevate the country’s global reputation as Cox’s Bazar emerges as a tourist destination, attracting visitors from all stretches of the world. Managing tourism levels is an important consideration for the location as to not overcrowd the area and degrade its natural beauty.

A Closer Look

Establishing a successful tourism development project and destination marketing organization (DMO) in this exceptional location calls for thorough planning and strategic implementation. It is important to create a DMO for Cox’s Bazar because it needs to be positioned as a destination that attracts tourists globally while showing off the natural beauty and opportunities it has to offer. Crucial considerations to take into account include sustainable practices to safeguard the natural environment, community engagement to guarantee local benefits, and robust marketing strategies to attract diverse visitors from all over the world.

Cox’s Bazar is a destination for many types of travelers: eco-tourists, vacation seekers, and cultural enthusiasts, etc. Investments in infrastructure, such as transportation, accommodation, and recreational facilities are needed to provide tourists with an enjoyable experience. Also, the implementation of sustainable measures to protect the ecosystem is essential to maintain the pristine condition of Cox’s Bazar.

Local Culture: Cox’s Bazar (Photo Credit: Mumtahina Tanni- Pexels)

The Tourism Development Process

Beginning a tourism development project for a destination like Cox’s Bazar first requires a strategic planning approach.

To start, it is important to conduct a situation analysis of the current tourism statistics, visitation trends, and infrastructure development in Cox’s Bazar. Understanding the local attractions and culture are essential for implementing a rebranding of tourism or lack-thereof for a destination.
Next, identifying limitations and opportunities within the market are essential with moving forward.
And subsequently, the strategic planning process begins with extensive market research, community involvement and agreement, administering sustainable practices, and marketing/promotion are all part of the agenda.

Current Tourism Analysis

The tourism sector contributes a majority of the local economy in Cox’s Bazar. Thus, it is important to position the area as a premier destination in South Asia, attracting local and international tourists. However, the location is struggling to fulfill its potential as an appealing and popular tourism destination with the negative perception it receives in the media surrounding the political climate. Significant headways have been made over the last decade which include infrastructure developments like railways and seaports to make access to the locale easier, reliable, and more frequent. This, in turn, improves connectivity and economic activity for the area.

Unfortunately, the impact of the COVID-19 pandemic resulted in widespread hindrance for the growth of the area for several years. Many local businesses and services were affected negatively, stunted by the decline in visitor numbers. Currently, Cox’s Bazar experiences a lopsided amount of tourists in peak versus off-peak seasons. November through March are prime months to visit the area and avoid the monsoon season. Yet, in the other months, efforts are being made to attract tourists through special events and promotions. Seasonality can lead to overtourism during peak season, so dispersing the tourism sector throughout the year is paramount. As long as there is something to do at all times of the year, tourism can thrive regardless.

Tourist Profile and Competitive Analysis

Tourism in Cox’s Bazar primarily attracts domestic tourists such as Bangladeshi residents looking for weekend getaways or holiday vacations. To appeal to international markets, it is crucial to enhance its attractiveness. These local tourists often travel with family or friends and prioritize experiences and activities over accommodation and culture. In contrast, tourists from neighboring countries, including both leisure seekers and business travelers, are drawn to more luxurious and eco-friendly accommodations, as well as enriching cultural experiences.

A significant issue poses a threat – there are many renowned beach destinations near Cox’s Bazar that serve as direct competition. Notably, Bali and Phuket are regarded very highly when travelers envision a coastal paradise. However, capitalizing on emerging trends and unique selling propositions are newfound approaches to establishing the next best destination. It is important that key stakeholder engagement is at the core of these development projects to ensure that the best and most sustainable outcomes are warranted. From government agencies to local businesses and even tourists, it is believed that fostering community-driven goals are the heartbeat to making a destination prosper.

Serenity: Cox’s Bazar. (Photo Credit: Fareed Akhyear Chowdhury- Unsplash)

Sustainable Development of Tourism in Bangladesh

The rise of sustainable tourism is shifting the paradigm in terms of travel to more eco-friendly, green trends and destinations. For Cox’s Bazar, sustainable tourism projects have the chance to lessen negative environmental and economic impacts by reducing harmful practices. These opportunities create withstanding viability, stakeholder satisfaction, and elevated tourist experiences.

Here are some ways to implement sustainable practices in Cox’s Bazar through ESG implementation:

- Preservation of marine life and ecosystems– partnerships with environmental institutions to create programs.
- Reducing marine pollution– through beach cleanups and emphasizing the importance of waste management.
- Alternative energy sources– investments in renewable energy sources to improve efficiency and reduce emissions.
- Waste management– encourage recycling, ensure the appropriate resources are available to maintain proper disposal.
- Eco-friendly lodging– development and promotion of ecolodges, guesthouses, and homestays.
- Community involvement– creating jobs for locals, supporting local businesses, involving residents in decision-making.

Embracing sustainability gives the Cox’s Bazar tourism project the upper hand in separating itself from competitors and positioning it as a green destination. The implementation of the practices mentioned above can provide the region with many resources and benefit the community and environment.

Sustainable Practices (Photo Credit: Pixabay)

Destination Marketing and Promotional Efforts

In a region as beautiful as Cox’s Bazar, standing out in a competitive market requires effective marketing and promotional strategies. The unique selling point – the longest sea beach is the centerpiece of these efforts, appealing to audiences through various media. Having such an expansive landscape, Cox’s Bazar presents a multitude of development opportunities. Creating a brand identity that reflects Cox’s Bazar’s culture and beauty should be a top priority. Through these, emphasizing the unique experiences available like beach activities, local festivals, delicious culinary adventures, and eco-tourism opportunities.

Furthermore, educating the local communities and tourists about conservation and climate change awareness is another important factor to consider. Digital marketing is a resourceful mechanism to spread awareness about an emerging destination. Social media marketing has revolutionized the tourism industry with its modern advancements appealing to a broader scope of people, so leveraging various platforms with engaging content is essential. Also, collaborations with travel influencers, writers, and personalities is a great way to boost promotional efforts. Additionally, having a user-friendly Destination Management Organization (DMO) website filled with trip planning information, attractions, and accommodations is crucial. Offering exclusive deals, packages, and discounts can further attract visitors. The purpose of this campaign is to increase visibility, so regularly monitoring and evaluating engagement metrics is important for success. The Cox’s Bazar tourism project relies on a successful digital campaign.

The Rohingya Refugee Crisis: Obstacles and Opportunities

Cox’s Bazar is currently one of the primary locations of the Rohingya refugee crisis, which began in 2017 due to the oppressive regime in neighboring Myanmar. Since then, hundreds of thousands of Rohingya people have sought refuge across the border in Bangladesh. The influx of roughly over 700,000 Rohingya refugees has placed immense pressure on humanitarian and government relief efforts, straining resources in the region and affecting tourism. Despite the severity of the situation, Bangladesh has not formally granted refugee status to the Rohingya, who have been subjected to decades of persecution and discrimination. The Bangladeshi government seeks to resettle refugees elsewhere, as Cox’s Bazar isn’t a sustainable, long-term location. Currently, the refugees live there in extremely crowded, tattered shelters with limited security, infrastructure, and exposure to unpredictable climate patterns.

The refugee crisis in Cox’s Bazar presents significant challenges to tourism growth in the area. The presence of a humanitarian crisis can affect the perception of the region as a travel destination, raising safety and security concerns and potentially increasing tension between locals and refugees.

However, there are opportunities to address these challenges. Implementing strategies to provide job and educational opportunities can create a more integrated community where tourism can thrive. Additionally, granting more rights and resources to refugees can be a lengthy but rewarding process. Shifting the narrative to highlight the natural beauty of Cox’s Bazar is also crucial in improving its overall image.

The Path Forward- Cox’s Bazar Tourism Project

Cox’s Bazar, the world’s longest beach, has the potential to become a thriving tourism destination in the future. Creating a unique brand identity that intrigues visitors globally and incorporating sustainable practices are two key components of beginning a tourism development project. Additionally, addressing the current refugee crisis with viable solutions is an integral step in enhancing the area as a whole. Solimar International hopes to be the next and best resource to help assist the destination with discovering their potential and creating successful regenerative tourism projects that give back to its community, preserve its culture and protect its natural environment.

Interested in how we can help you with crafting a tourism development project? Contact us to learn more.

Defying Seasonality in Strategic Destination Planning

Written by Christos Anastasiou on December 22, 2023. Posted in Blog.

Tourism is not static. It ebbs and flows, along with changing cultures, preferences and tastes. Destinations often struggle with adapting to the dynamic mindset of tourists, however. There are a number of techniques to mitigate seasonality in strategic destination planning, but what exactly are these?

A little story, when I was eight, I experienced the impact of tourism seasonality for the first time. I went to Sorrento, a picturesque beachside town on Melbourne’s Mornington Peninsula. During my summer visit, I observed numerous tourists enjoying the beaches. They patiently queued up outside restaurants and ice cream shops. Additionally, all the stores were open, catering to the needs of tourists who were purchasing souvenirs and various items.

This time, things were different. Many shops were closed, including the ice creamery. There were a few restaurants open, but only half full. The beach only had a few individuals walking along the sand, and the ambience was more relaxed and mellow.

Maya Bay, a popular area in Thailand that had to be closed off due to overtourism and seasonality. — *Maya Bay, a popular area in Thailand that had to be closed off due to overtourism and seasonality (Photo Credit: MikeClegPhoto/Pixabay)*

“Mum, where are all the tourists?” I said,

“Not many tourists come in Winter; it’s too cold for the beach; it’s the low season.” Mum exclaimed,

“But, Sorrento has many other great activities to do, so it should attract tourists throughout the year!”

The idea that came to me as an eight-year-old is something that tourism professionals have struggled with for many years.

How can we tell tourists that there is no such thing as the ‘best season’? How do we tell them that our product is engaging and enjoyable outside peak times so that they keep coming? In addition, in some cases, how do we deter individuals from coming during peak times to prevent overtourism? These are the considerations needed to curtail seasonality in strategic destination planning.

What is the meaning of seasonality?

Seasonality‘s definition in tourism relates to the volatility of tourist numbers in a destination over time due to natural and institutional factors. Natural factors predominately include the weather and climate, which may affect elements of experience within a destination.

The cherry blossom season in Japan occurs in late March or early April. It is a well-known example of natural seasonality in tourism. Thousands of tourists come to see the cherry blossoms, causing airfares and hotel prices in Japan to increase significantly.

Institutional factors are related to specific events which may occur at different times of the year. In my home city of Melbourne, Australia, a major example is the Australian Open. This is an annual major tennis tournament that attracts swarms of tourists both domestically and internationally.

Kinkakuji in Kyoto, Japan, a destination that grapples with the effects of overtourism and seasonality. (Photo Credit: Kevin Li)

What is the effect of seasonality?

Seasonality’s effects on destinations can be far-reaching, affecting the environment, society, and the economy. High demand in peak times puts strain on locales and can cause long-term damage. In low seasons, tourism-dependent places may experience poverty, a decline in material living standards, and overall despondency.

Overtourism: Strain on local resources and services during peak season

During peak season, certain places get overwhelmed by too many tourists, which strains local services and infrastructure. This is what is called ‘overtourism’, which has been an issue affecting destinations for decades. This is a key development focus that Solimar International partners with destinations to prevent.

In particular, this has intensified in some destinations following the end of the end of COVID-19 lockdown. Overtourism heavily affects Venice in Italy and Barcelona in Spain, particularly during the summer months. These destinations have experienced environmental damage, alienation of local residents, and impacts on the capacity of local services. The impact of too many tourists can bother residents, making them dislike tourists more and worsening the tourist experience.

Overtourism can be so bad that it also threatens the local ecology, both fauna and flora.

For example, tourism destroyed Thailand’s Maya Bay after the movie “The Beach” made it famous in 2000. This was particularly because the vast majority of tourists would visit the bay during Thailand’s ‘cool season’, meaning a concentration of tourists around this time period.

Tourists and boats damaged coral, causing marine animals like sharks to leave and the bay to lose its natural beauty. It took a major closure and regeneration project at Maya Bay to return it to its pristine glory.

However, even after these works, the area is still at risk. Some say that current efforts to curtail tourist numbers are not enough to protect it. There are calls to close Maya Bay off to tourists completely in peak season. The need for drastic measures to keep tourism sustainable and mitigate seasonality in strategic destination planning is increasingly apparent.

Economic hardship during the low season

When destinations enter their low season, demand for local goods and services often decreases substantially. This depends on the destination’s reliance on its tourism industry.

For destinations with high social and economic reliance on tourism, the results can be very alarming. When visitor numbers drop, people may lose their jobs and income, putting pressure on their household budgets.

Places with high seasonality have difficulty getting outside investment because people think they won’t make as much money overall. This is because spending and growth are not consistent, even if the place has a popular holiday season.

Seasonal employment

One pivotal challenge facing destination management organizations is the intricate puzzle of seasonal employment. Places with fluctuating demand use temporary contracts to hire more staff during busy times. However, the company releases these staff members when demand decreases.

Some people, such as adventurous working holidaymakers, find these contracts suitable. But in certain areas, they become the main source of income for residents throughout the entire year. The consequence? A pervasive shadow of seasonal unemployment looms over destinations, casting a gloomy veil of poverty. Notorious among these are ski destinations, where extended closures outside peak times exacerbate the issue.

In addition, many places struggle to staff their businesses adequately during peak periods. This happened most recently in 2021-2022 with the easing of COVID restrictions in the USA. However, this is not the first time it has happened, and it will likely be an issue for future ski seasons. Thus, developing a sustainable employment solution is vital when curtailing seasonality in strategic destination planning.

What are some strategies to mitigate seasonality in strategic destination planning?

Seasonality can really bring destinations to their breaking point. At Solimar International, we work with destinations to develop comprehensive strategies to prevent this. No single technique will eliminate seasonality; however, using a careful mix of different techniques can mitigate the issue. These techniques can include economic, marketing, and societal dimensions to tackle seasonality in strategic destination planning from all sides.

The Louvre, a very prominent tourist destination in Paris, France, often overrun by tourists, especially in peak holiday seasons. This can affect the integrity of the artwork inside. (Photo Credit: Pixabay)

Strategic destination planning technique 1: Implementation of a seasonal pricing strategy

When the weather is not conducive for tourism, there must be another compelling reason to visit the destination. Altering prices is a great way to encourage people who want to travel on a budget. Increasing prices in peak season to subsidize cheaper prices in low season means that average income remains the same.

Most hotels often use demand-based pricing to maintain steady revenue flows. Airlines also use seasonal pricing and service offerings to increase yields from tourism. Local businesses can make use of seasonal pricing in their service offering.

In peak season, restaurants can increase their menu prices, entry fees, and range of services to attract greater yield. During slow times, businesses can link together to offer affordable package deals that attract visitors and increase spending. This incentivization allows the destination to defy seasonality in strategic destination planning, increasing yields from tourism to benefit the local economy.

Strategic destination planning technique 2: Target locals and domestic tourists

Locals are fantastic people to target when attempting to combat seasonality. Low barriers to tourism, such as lower cost and distance, increase their propensity to travel in off-peak times. These times of the year are quieter and are likely to attract locals who wish to have a more relaxing experience.

An example was the Victorian travel voucher scheme, which encouraged tourism within Victoria, Australia, in late 2020. The vouchers gave a $200 discount on tourism in regional Victoria, if customers met certain requirements. Customers had to spend at least $400 on activities, lodging, or tours in regional Victoria to use them.

This helped regenerate tourism after a period when tourism numbers were at an all-time low. The DMO used this plan during the aftermath of the COVID-19 lockdown. However, destination managers can also use it to fight against seasonal changes. In Australia, this strategy is part of a broader narrative to create a ‘tourist mindset‘, bolstering domestic visitation.

With a strong domestic tourism economy, cheaper, shorter travel leisure trips help to fill in gaps in low periods, aiding stability. This is particularly important in areas with high economic reliance on tourism.

Strategic destination planning technique 3: Development of a broader product and package range

Creating tourism products and packages for low and shoulder season tourism are great ways to combat seasonality. Every destination has something to offer at all times of the year, even if it is not their hallmark product.

A great example of this are “four season resorts” (and no, we are not just talking about the lavish hotel chain), where unique experiences are offered at all times of the year.

Guests can enjoy skiing in winter, swimming in summer, and other indoor activities like ice skating or leisure treatments. Operators can also create special deals for conferences and MICE events for low season to fill in the gaps. Ensuring that there are no times when the tourist does not have a reason to go is key in combatting seasonality in strategic destination planning.

A prominent example of this is, coincidentally, the “Four Seasons” Resort in Whistler, British Columbia. While most prominently a ski resort for winter months, it also offers experiences in fall, summer and spring. Combined with adjusting season rates and other seasonality adjustments, the resort brings in visitation year-round. This preserves jobs and ensures stability for the destination, even if there are minor fluctuations in seasonality patterns.

Whistler, Canada, the location of an all-season resort that caters to tourists throughout the year, not just the winter peak. (Photo Credit: Brigitte Werner/Pixabay)

Key takeaways to eliminate seasonality in strategic destination planning

The bottom line is tourism will happen if tourists are happy and will slow if they are not. The key to any successful strategy lies in how customers respond. This comes down to the needs of the tourism segment in your market and the external environment. Listening to both customers and the needs of society and the environment is vital in creating a sustainable tourism strategy.

For price-sensitive tourists, seasonal pricing of airfares or hotels may be an effective approach. However, in areas frequented by more affluent tourists, enhancing the quality and breadth of tourism offerings can serve as a better incentive.

Monitoring peaks and troughs in tourism activity and their repercussions on the broader economy, society, and environment is paramount. If local communities, infrastructure, and natural ecosystems are adversely affected by fluctuating tourist numbers throughout the year, proactive measures are necessary.

If you’re considering a trip, it’s an opportune moment to reconsider your travel timing and approach. Sustainability concerns aren’t solely the responsibility of destination marketing organizations; significant changes can stem from individual behavioral adjustments. Opting for off-peak travel times and educating yourself about current issues in your destination can contribute to mitigating adverse impacts.

Solimar’s tourism expertise helps you create a captivating story that promotes tourism all year, not just in peak season. Want to help implement sustainable tourism solutions? Learn more about our virtual internship opportunities here

Kiama, a beautiful destination near Sydney, Australia with a comprehensive storytelling and destination marketing plan.

Storytelling for Sustainable Destinations & Tourism Marketing

Written by Christos Anastasiou on December 1, 2023. Posted in Blog.

In the dynamic landscape of 21st-century tourism, the forces of climate change, social media, and a major post-pandemic travel resurgence are shaping the industry. As such, the significance of storytelling in sustainable destination and tourism marketing has never been greater.

The art of storytelling now stands as a pivotal tool in captivating the hearts and minds of travelers. Every destination harbors a unique narrative, yet not all have mastered the art of narrating it effectively. To craft a compelling marketing campaign for your tourism offerings, one must delve into the profound craft of storytelling marketing.

What is storytelling in sustainable destination and tourism marketing?

At Solimar International, we have elevated storytelling to an art form and a passion. With a global portfolio of projects, we are dedicated to developing, managing, and promoting sustainable tourism destinations.

Our approach transcends conventional content marketing, forging emotional connections that bind audiences to the destination. It involves crafting a narrative that weaves together the destination’s history, culture, and community through engaging anecdotes and stories that resonate with travelers.

A destination rich in compelling stories stands poised to reap the rewards of increased footfall, expenditure, and profitability. The challenge, however, lies in the fact that many Destination Management Organizations (DMOs) excel in content marketing and optimizing the marketing mix. However, they often overlook this deeper connection.

Technical aspects like segmentation and search engine optimization are important, but they work even better when combined with storytelling techniques.

To make a successful tourism content marketing campaign, remember these four essential elements of storytelling skills:

Creation and maintenance of a consistent narrative and brand.
Illumination of knowledge that fosters interest, reliability, and relatability to the destination.
Celebration of distinctiveness and noteworthiness of the destination.
Brand connection from the heart and engagement through emotion.

Creation and maintenance of a consistent narrative and brand.

A place needs a clear brand and identity that stays consistent across all aspects of marketing. Marketing messages should consistently communicate the destination brand through memorable points of discussion, such as personal or collective stories. These stories promote the destination brand on a deeper level, creating greater engagement, reputation, and conversion.

Sustainable tourism marketing strategy example: Blue Mountains

Earlier this year, I went to my favorite destination, the Blue Mountains, near Sydney, Australia. I admired the local community’s work and Blue Mountains Tourism‘s efforts to establish a consistent story and brand for the area. This brand focused on community and ecotourism despite being impacted by devastating bushfires in 2019-2020.

The storytelling narrative of community strength and grassroots sustainability was integral in the positioning of their tourism branding. For example, local groups collaborated to promote tourism and obtained certification from Ecotourism Australia, Australia’s ecotourism accreditation body.

You can sense their strong connection to the area when you talk to locals or visit local businesses in the mountains. Their passion for the Blue Mountains inspired me to join their cause. Indeed, the destination’s brand reflects the love and care for storytelling through mesmerizing natural, sustainable ecotourism experiences in the region.

Wentworth Falls in the pristine Blue Mountains, an Ecotourism certified sustainable tourist destination. The blue mountains has a great tourism storytelling and destination marketing strategy. — Photograph of Wentworth Falls in the pristine Blue Mountains, an Ecotourism certified sustainable tourist destination (Photo Credit: Christos Anastasiou).

Illumination of knowledge that fosters interest, reliability, and relatability to the destination.

Many of the destinations that Solimar International works with are still in the early stages of building their tourism industries. Many of these destinations are still unknown to most individuals, let alone as a candidate for their next adventure.

Education can clear up misconceptions and can inform people of the opportunities that exist that they may not be aware of. For example, many people are probably unaware of the beautiful destinations within Liberia, such as Libassa Ecolodge.

Good storytelling boosts a destination’s reputation, dependability, and interest in its products and services, opening new opportunities. Storytelling also displays how certain tourism experiences and brands are accessible to everyone, not just select groups of people. Hence, they may feel more likely to have a connection to, and thus purchase a holiday to the destination.

Sustainable tourism marketing strategy example: Liberia

Speaking of Liberia, Solimar International’s Liberia Conservation Works project captivates the importance of sharing knowledge in storytelling. The project involves strategic content creation that educates the public on the beautiful places, cuisines, and activities to do in Liberia.

The beautiful Libassa Ecolodge, a sustainable tourism hotspot in Liberia. Solimar International is currently implementing sustainable tourism storytelling in their destination marketing strategy in Liberia. — The beautiful Libassa Ecolodge, a sustainable tourism hotspot in Liberia (Photo Credit: Ministry of Information, Cultural Affairs, and Tourism (MICAT))

The project empowers Liberian communities and individuals to share their stories with the world. This will make people trust Liberia as a tourist spot and know about its interesting places. It builds trust and encourages people to add Liberia to their travel experience list and plan a trip to the country.

Celebration of distinctiveness and noteworthiness of the destination.

How often do you open your social media platforms? Do you often see aesthetically pleasing photographs of picturesque scenery or luxury hotels? Are they posted for engagement and popularity? These photos are crucial in any content or influencer marketing campaign, but on the surface, they are very common.

A good storytelling tourism campaign tells stories that highlight what makes a place special compared to others, to create meaningful written and visual content. It will also highlight the destination’s known highlights and idiosyncrasies. You can read a great example here by Thomas Kalchik, another blogger here at Solimar International.

Kalchik’s skillful storytelling beautifully captures the allure of Capurganá, Colombia, elegantly blending vivid descriptions of its unique biodiversity and stunning scenery with the positive impacts of tourism. This narrative sets Capurganá apart as a distinct ecotourism destination, inviting readers to envision an immersive and transformative vacation experience in this hidden gem.

It’s essential to present information in an exciting way, so the audience doesn’t become overwhelmed with a sea of complex information. While there may be a wealth of incredible information about the destination, the overuse of statistics or complicated facts can bore the audience.

Instead, including some of this information in small portions within a story about the place is better for creating memories. It’s also a good idea to explain the unique stories behind photos in more detail to attract the ideal customers. It also gives photographs and destinations depth and life.

Sustainable tourism marketing strategy example: Australian Tourism Data Warehouse

DMOs can use a variety of tools to assist with showcasing the stories of their destination’s distinctiveness and noteworthiness. With destinations having a large variety of attractions and services, there is no better way of doing this than letting tourism communities and businesses tell their own stories.

In Australia, there is a tool called the Australian Tourism Data Warehouse (ATDW). The ATDW is a platform for user-generated content, which plugs into DMO websites. Local tourism operators use it to create a digital marketing profile.

Illawarra Fly, near Wollongong, Australia, an interactive ecotourism experience that is supported by the ATDW in their marketing campaign for tourism (Photo Credit: Christos Anastasiou).

This profile is then posted on DMO websites across the country, including Tourism Australia and other local or state websites. These profiles allow businesses to highlight their points of difference and what makes them special, curating their own content marketing campaign.

Businesses can prioritize storytelling over more time-consuming marketing and branding tasks, to attract tourists with a captivating and persuasive narrative. It also allows tourism businesses to showcase their accreditations, including their Ecotourism Australia certifications, which display their level of sustainability.

Brand connection from the heart and engagement through emotion.

The key to good storytelling in sustainable destination and tourism marketing is the bond created between the storyteller and the audience through the brand’s story. The deeper the connection, the deeper the desire to travel to the destination. One way to do this is to appeal to the audience’s emotions and generate a desire for visitation. One method is to create a content marketing plan that makes your audience feel happy and unable to ignore.

Destinations can do this effectively through the advertising of local cuisine. Food advertisements in tourism content marketing are powerful and reach many audiences because everyone loves food! Food is also a vehicle for local culture, which too strengthens the connection between the audience and the destination.

There are two main ways to engage an audience: through humor and by discussing the enjoyment of a tourism adventure. Another way is to create empathy and connection with people and communities that would benefit from visiting.

Sustainable tourism marketing strategy example: “Stay close, go further.”

Visit Victoria, the tourism organization of my state in Australia launched a successful tourism campaign called “Stay close, go further.” This campaign effectively utilized emotions and created heartfelt connections with its audience.

This campaign happened after a three-month lockdown in 2020 ended. Victorians were tired of staying home and wanted tourism to resume.

The campaign aimed to encourage people from Victoria to explore regional Victoria. It aimed to support local businesses affected by lockdowns, thus promoting social sustainability.

The Bendigo Tulip festival, an event promoted as part of Visit Victoria’s “stay close, go further” destination. Visit Victoria is the lead of Victoria's Destination Marketing Strategy. — The Bendigo Tulip festival is an event promoted as part of Visit Victoria’s “stay close, go further” destination marketing campaign (Photo Credit: Amelia Gee).

This tourism marketing campaign evoked emotional connection both in generating a desire to travel after an extended period of lockdown, as well as empathy for local businesses that have faced hardship and a desire to help these businesses.

This storytelling campaign was effective as it told the stories of multiple people affected by lockdowns and created a mutually beneficial solution through sustainable tourism. This tourism campaign was very successful and still continues today, promoting local tourism to spread out visitors and lessen environmental effects.

Final Takeaways

In the realm of sustainable tourism marketing, the art of storytelling has become a potent tool for branding strategy and content marketing. Effective tourism marketing transcends mere technical aspects and delves into the craft of storytelling.

Storytelling in sustainable tourism marketing involves creating and maintaining a consistent narrative and brand. Storytelling in sustainable tourism marketing involves creating and maintaining a consistent narrative and brand. This narrative and brand should share knowledge that sparks interest and connection to the destination. It should also celebrate the destination’s uniqueness and build a strong emotional bond with the brand.

Destination marketing case studies from the Blue Mountains and Liberia, and campaigns such as “Stay close, go further” in Victoria, Australia, illustrate the power of storytelling in tourism and strong branding of destinations.

Storytelling is important for successful, sustainable tourism content marketing. It plays a key role in a changing world with climate change, social media, and post-pandemic travel.

Nacula Island in Fiji, a place with a remarkable story that inspires tourism. — Nacula Island, Fiji, a tourism location with remarkable storytelling. (Photo Credit: Christos Anastasiou)

Liked learning about storytelling in sustainable destination and tourism marketing and want to hear more? Take one of our courses to learn more about how to make your destination marketing strategy richer. Visit our Institute for Sustainable Destinations website today.

chatbots and virtual assistants in the travel industry

The Impact of AI on the Travel Industry

Written by Alisa Nechaeva on August 17, 2023. Posted in Blog.

The world is constantly undergoing technological evolution. New inventions allow us to perform multiple tasks without batting an eye with the help of technological operating systems. More specifically, a new tool is becoming widely used in various fields, impacting also the travel industry: Artificial Intelligence (AI). The European Parliament defines AI as “the ability of a machine to display human-like capabilities such as reasoning, learning, planning, and creativity.”

The travel and tourism industry, in particular, has embraced AI’s potential, leveraging its power to drive workforce optimization and revolutionize how we explore the world. So, with the tourism sector increasingly relying on data analysis for future strategies, AI has become an invaluable ally, propelling the industry toward new horizons.

But how has AI impacted the tourism industry? Can AI be used to foster better management and promotion of sustainable tourism actions? And what does the future hold for AI in this dynamic industry? To uncover the answers, let’s delve into the diverse applications of AI in the realm of tourism.

Chatbots in Travel Industry

The travel industry has always been at the forefront of embracing technological advancements, constantly seeking innovative ways to enhance the traveler’s journey. And when it comes to cutting-edge technology, chatbots have emerged as a game-changer. As AI technology continues to evolve, chatbots have undergone a remarkable transformation, reshaping how travelers interact with companies and access vital information.

Photo by Alexandra_Koch on Pixabay

The Evolution of Chatbots in the Travel Industry

The origin of chatbots in the travel industry can be traced back to the early 2000s when these virtual assistants first appeared. These early simple rule-based bots were primarily used for customer service and handling basic queries. Chatbots have evolved significantly as artificial intelligence and natural language processing technologies progressed. In recent years, travel companies have integrated chatbots with existing systems, such as booking engines and customer databases, making them powerful tools for handling complex travel-related queries and transactions.

So, the impact of chatbots in the travel industry is undeniable. In fact, statistics reveal that the worldwide chatbot market size was estimated at a staggering USD 5,132.8 million in 2022, with a projected compound annual growth rate (CAGR) of 23.3% from 2023 to 2030. These numbers highlight the increasing recognition of chatbots as indispensable assets in the travel sector, revolutionizing customer experiences and streamlining operations.

What are the Current Applications of Chatbots in the Tourism Industry?

1. Customer Support and Booking Assistance:

Modern chatbots in the travel industry excel in providing real-time customer support. They assist travelers with booking flights, hotels, and rental cars, offering options based on individual preferences. Additionally, chatbots handle frequently asked questions, reducing the load on customer service teams and providing 24/7 support.

2. Personalized Recommendations:

AI-powered chatbots can analyze user data and preferences to offer personalized travel recommendations. Chatbots suggest relevant destinations, activities, and accommodation options by understanding a traveler’s interests, budget, and past travel history.

3. Virtual Travel Guides:

Innovative chatbots now serve as virtual travel guides, offering information about local attractions, events, and dining options at the traveler’s destination. They can also provide real-time updates on weather conditions and travel advisories, ensuring a seamless travel experience.

4. Language Translation:

Language barriers can be a challenge for international travelers. Chatbots equipped with language translation capabilities help bridge this gap by facilitating communication with locals. One of these tools is Google’s AI-powered translator, which can translate text into images in real time. So, don’t hesitate to use this one or any other on your next trip!

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Virtual Assistants in Travel Industry

A virtual assistant in the travel industry is an AI-powered application or software designed to assist travelers with various aspects of their travel planning and experience. These virtual assistants use natural language processing and machine learning to understand travelers’ queries and provide personalized information and services.

Some common features and tasks of virtual assistants in the travel industry include:

1. Travel Planning: Help find and book flights, hotels, rental cars, and other accommodations based on preferences and budget.

2. Trip Recommendations: Offer personalized travel recommendations based on the user’s interests, previous travel history, and other preferences.

3. Real-Time Updates: Flight statuses, gate changes, delays, and other travel-related information to keep travelers informed.

4. Language Translation: Some virtual assistants offer translation services to help travelers communicate in foreign countries where they might not speak the local language.

5. Travel Tips and Advice: Provide travel tips, packing lists, and other helpful information to make the travel experience smoother and more enjoyable.

6. Concierge Services: Advanced virtual assistants may offer concierge-like services, such as making restaurant reservations, booking tours, and arranging transportation during the trip.

7. Customer Support: Virtual assistants can assist travelers with customer support inquiries, such as managing booking changes, cancellations, or refunds.

What is the difference between a chatbot and a virtual assistant in the tourism industry?

While both chatbots and virtual assistants are AI-powered applications, there are some critical differences between them, particularly in the context of the tourism industry:

A Sustainable Future Powered by AI

AI technologies can bring about positive changes in the realm of sustainable tourism. Leveraging their already established applications in the tourism industry, it becomes more feasible to reimagine and adapt these technologies to align with a broader and more sustainable vision for tourism.

Chatbots and visual assistants are revolutionizing sustainable tourism by providing personalized recommendations to travelers based on their interests and values. It educates tourists about eco-friendly practices and helps businesses promote sustainability through effective marketing strategies. This technology has the potential to have a significant impact on the industry, encouraging responsible eco-tourism.

Furthermore, AI can revolutionize destination management to optimize visitor flows, reduce congestion, and minimize environmental impacts. It will be possible to deliver more personalized and immersive experiences, enriching travelers’ journeys while preserving the cultural and natural heritage of the destinations.

Looking ahead, AI will become an even more integral part of the travel and tourism landscape. Advancements in natural language processing will further enhance chatbots’ and virtual assistants’ capabilities, making them even smarter and more intuitive.

Challenges and Ethical Considerations

Despite this new technology’s advantages, it is equally important to underline the limitations and risks its application can cause if not managed properly.

As AI becomes more prevalent in the travel industry, specific challenges and ethical considerations must be addressed. A chatbot just doesn’t have the ability to replicate a human experience, particularly important for the hospitality industry. Privacy and data security also remain critical concerns, as AI applications deal with vast amounts of personal information. Striking the right balance between data collection for personalization and protecting user privacy will be essential.

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To conclude, the potential of AI in sustainable tourism is immense. But using this technology responsibly is crucial to avoid overexploitation and misleading practices. Education and awareness will be our guiding lights on this journey. By equipping ourselves with the knowledge and understanding of sustainable practices, we can ensure that AI catalyzes positive change. From reducing carbon footprints to promoting responsible travel choices, AI has the potential to pave the way toward a more sustainable and eco-conscious future for the travel industry.

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Blog by Camilla Allegri and Alisa Nechaeva

A scuba diver explores ocean ecosystems off the coast of Saudi Arabia

Impact of Sustainable Tourism: How it Affects Communities

Written by Isabella Hunt on August 15, 2023. Posted in Blog, Uncategorized.

We all know the age-old story of mass tourism. You know, the one where hordes of camera-clad tourists descend upon breathtaking destinations, casting a shadow over the authenticity of this once-hidden gem. While Instagram content flourishes, breathtaking locations are reduced to mere backdrops. Even worse, local communities often miss out on the benefits of the quick stop-in of the hordes. In this all-too-familiar tale, the negative impacts of tourism become evident.

However, amidst this sea of tourists, a new tide is rising in the world of travel. In a refreshing trend, many tourists are shifting perspectives and prioritizing more sustainable and regenerative experiences. Travelers now yearn to learn about the diverse cultures they encounter and forge genuine connections with the places they explore.

While we can’t ignore the potential drawbacks of tourism, we aim to provide readers with hope. This new wave of sustainable tourism has the power to change destinations’ environment, economy, infrastructure, and cultural heritage.

To shed more light on this transformative movement, we will quote insights from Solimar International’s Senior Project Manager, Micah Sorum. Sorum has been at the forefront of pioneering sustainable tourism initiatives.

So, buckle up as we explore the multidimensional impacts of sustainable tourism beyond the surface-level figures. Stick around and learn how mindful travel can transform not only destinations but also our own perspectives and lives.

The Impacts of Sustainable Tourism

Prioritizing Environmental Sustainability in the Tourism Industry: Strategies for a Greener Future

Breathtaking photo of a snorkeler exploring the crystal-clear, turquoise blue waters of Mahdia, Tunisia. — *Mahdia, Tunisia (Photo by Mohamed Ben Zineb on Unsplash)*

In a world grappling with global warming, it is imperative to prioritize environmental health. Incorporating environmental sustainability will be crucial for the future of tourism businesses: one of the top five most valuable exports in over 150 countries. This entails utilizing resources to meet the needs of the present generation while conserving the world for future generations. Let’s delve into the key impacts that responsible practices can have on the environment:

Conservation and preservation of natural resources: Tourism can help protect valuable ecosystems and biodiversity by actively conserving and preserving natural resources.
Responsible tourism practices, respecting wildlife and ecosystems: Encouraging responsible behavior among tourists, such as observing wildlife from a safe distance and following guidelines to minimize disturbance, helps protect and respect the natural environment.
Collaboration and stakeholder engagement, supporting local communities: By collaborating with local communities, tourism can support their economic development while ensuring that the benefits of tourism reach the local population. This fosters a sense of ownership and encourages the preservation of cultural heritage.
Education: Tourism provides a unique opportunity to educate travelers about environmental wellness. By raising awareness and promoting sustainable practices, tourists can become advocates for environmental conservation in their communities.

When successfully implemented, these aspects of sustainable tourism positively impact the environment. For instance, tourism can help support and preserve iconic nature, generating revenue that incentivizes its conservation. Micah emphasizes that “if the environment is an attraction, then it encourages the preservation of it. It can change the community’s perspective and how they see their own resources. If tourism is set up to benefit community members, then it’s an asset to them” (Sorum, 2023).

It is essential to recognize that mass tourism has the potential to be damaging to the environment. Visitors use strains of natural resources when it exceeds the environment’s coping ability. This is where ecotourism becomes essential for ensuring the sustainability of the industry. By balancing business interests and environmental concerns, ecotourism minimizes the negative impacts of visitor use on natural resources. The tourism industry holds a unique position to educate people worldwide about environmental protection. Through responsible practices, tourism can extend its reach and inspire individuals to take action to safeguard the environment.

When considering climate change, creative endeavors to mitigate tourism’s contribution will be essential to move forward in the industry. Sustainable transportation and energy-efficient accommodations are a couple of emerging practices that will be crucial to the future of this industry. An example of sustainable tourism’s impact is in the Caribbean nations, where the renewable energy infrastructure is underdeveloped and threatened by extreme weather events related to climate change. Solimar International worked alongside the Inter-American Development Bank to design the “Caribbean Climate Smart Islands Program,” encouraging a transition to lower carbon emissions and create a climate-resilient community.

The tourism industry has a lot of influence and opportunities to positively impact the environment. Environmental sustainability and tourism go hand in hand; one will only succeed with the support of the other. Read more here about how Solimar’s mission is to do just that.

Empowering Communities: The Transformative Power of Sustainable Tourism

Vibrant woven baskets from Gabes, Tunisia showcasing colorful decorations, traditional patterns, and a Hand of Fatima (Hamza) pendant. — *Woven Baskets (Gabes, Tunisia – Photo by Yassine Khalfalli on Unsplash)*

Sustainable tourism goes beyond short-term economic stimulation. It creates a positive ripple effect, transforming the economy and the lives of those directly impacted. By embracing ecotourism practices, we can unlock possibilities for communities worldwide.

At the heart of sustainable tourism impacts lies the power to offer employment opportunities. Micah notes the most impactful aspect of tourism is its ability to create jobs, “not just any job, but jobs that give people autonomy and control over the business and their lives” (2023). It’s not just about numbers; it’s about empowering individuals and families who may otherwise struggle to make ends meet. From tour operators to local suppliers, sustainable tourism creates a web of jobs that uplift communities from poverty.

Take this remarkable example in Jamaica, where Solimar developed a groundbreaking communication tool for businesses to connect with markets, funders, and stakeholders. By establishing a brand platform, creating an online training platform, and crafting business plans, Solimar raised awareness of community tourism and ensured its long-term sustainability. Through education and empowerment, the economic benefits flourished while the vibrant local culture took center stage. Solimar helped to establish and launch the Jamaica Community Experiences Brand in a way that ensures its longevity. Teaching the local community how to market themselves improves the economic benefits and culture.

Sustainable tourism’s impact goes beyond economic empowerment. It also plays a crucial role in conservation funding. By generating revenue through responsible tourism practices, we can channel resources toward preserving the environments that attract visitors. This delicate balance between people and nature is vital for the future. Read more here about how Solimar’s work in the Cayman Islands creates a plan that bridges the gap between challenges.

The success of ecotourism in benefiting the economy depends on sustainable and responsible practices – cultural heritage and environmental health must be constantly ranked equal to economic means. Micah says this has everything to do with organization, stating that “so much of [balancing the economic benefits of tourism with the preservation of a destination’s natural and cultural heritage] is in the way that a destination has set itself up to be managed. Through DMO development, we ensure that someone is there to take over, representing local guides and gathering stakeholders for support on larger projects. We have to have an organizing unit to make it happen” (2023).

By maintaining a balance between economic development and environmental conservation, ecotourism can contribute to the overall sustainability of a destination.

Building Communities: Tourism as a Tool for Infrastructure Development

Breathtaking winter view of the picturesque coastline in Hawaria, Tunisia, showcasing four majestic windmills standing against the lush green hills. — (Hawaria, Tunisia – Photo by Haythem Gataa on Unsplash)

When tourists visit a destination, they bring more than just their backpacks and cameras. The influx of visitors can put considerable strain on a location’s infrastructure. However, this influx of visitors can also motivate investment in a destination’s infrastructure. From a policy perspective, Micah Sorum of Solimar International says we can “look at the infrastructure to ensure tourism can grow in a sustainable way” (2023). Here are a few aspects of infrastructure that tourism can impact:

Roads: As tourist numbers rise, transportation demand increases. Local roads now serve both tourists and residents, leading to wear and tear, higher maintenance costs, and budget strains. However, this also presents an opportunity for job creation and improved infrastructure if development is responsible, benefiting tourists and the local community. In Tunisia, an emerging destination, tourists and locals alike can benefit from the Cap Bon touristic road that connects several popular destinations along a scenic route.
Accommodation: The tourism boom demands new hotels and resorts but often neglects small businesses. However, staying in locally owned guest houses can support the community. Tunisia has seen a rise in guesthouses as local entrepreneurs transform unused spaces into beautiful, bookable rooms. In contrast to giant seaside resorts, these guesthouses offer locally sourced dishes and connect guests to other local experiences, ensuring that tourists’ money reaches more of the community. For example, look at Dar Ben Gacem, whose owner, Leila Ben Gacem, helps preserve cultural heritage and revitalize Tunis’s medina (traditional city) in addition to hosting guests.
Utilities & Services: As tourism grows in an area, the demand for utilities such as water, electricity, and waste management also increases. Local authorities may invest in improving and expanding these services to cater to the needs of tourists and residents alike. A tourist in Tunisia would surely recognize the need for this improvement. With record-breaking heat surges, Tunisia saw its hottest summer yet. Efforts to beat the heat resulted in frequent power outages across the country from energy overconsumption.
Communication: Tourism can drive the need for better communication infrastructure, including internet and mobile networks, ensuring that tourists stay connected during their travels and benefiting residents.
Urban Renewal: To attract tourists, destinations may invest in urban renewal projects and beautification initiatives, making their appearance more appealing to visitors and residents alike. While these initiatives walk the delicate line between restoration and gentrification, careful and considerate planning from local leaders can ensure that communities maintain authenticity amidst renewal projects.

Preserving Communities: How Tourism Can Protect Cultural Heritage

Traditional Tunisian woman wearing stunning gold pendant and bead necklace, vibrant top with traditional patterns, intricate henna designs on hands, matching beaded belt with gold pendants, and rings. — (Traditional Accessories in Tunisia – Photo by Seif Eddin Khayat on Unsplash)

According to Solimar International’s Micah Sorum, tourism can be “a way to preserve cultural heritage” (2023). Citing immersive experiences like artisan workshops and dance classes, Sorum argues that “tourism that’s well designed and well implemented” can be a valuable tool for cultural preservation (2023). Tourism allows visitors to celebrate and learn about local traditions while supporting the livelihoods of artisans and performers. By visiting an emerging destination like Tunisia, travelers can engage in these preservation experiences. The options are limitless from traditional date product workshops in Kebili to tasting couscous in Tozeur.

Additionally, Sorum explained how tourism “can fund the preservation of ruins and historical sites” (2023). Tourists’ entrance fees and contributions in a well-managed destination fund site maintenance and conservation efforts. In Tunisia, the UNESCO world heritage town of Kairouan is a testament to how tourism sustains cultural heritage. When guests explore massive historical mosques and the many other notable sites, they help contribute to their preservation, while local guides simultaneously ensure the stories of the ancient, holy city endure.

Rooftop view of Mosque Okba (Great Mosque of Kairouan) in Kairoan, Tunisia during the enchanting golden hour of late afternoon. — (Mosque Okba, Photo by Haythem Gataa on Unsplash)

Cultural exchange opportunities foster mutual understanding between tourists and locals. As travelers immerse themselves in destinations’ customs and traditions, they gain an appreciation for their cultural heritage. Conversely, local communities benefit by fostering pride in their heritage. Finally, in the modern economy, mass production dominates the market. However, the economic benefits of cultural tourism help artisans continue their traditional practices without losing profits.

While sustainable tourism’s positive impacts on cultural preservation are evident, responsible practices must address challenges like over-commercialization. By embracing sustainable tourism, tourists can help safeguard the authenticity of cultural heritage in destinations like Tunisia. Mindful travel empowers communities, celebrates tradition, and ensures that these valuable treasures endure for generations to come.

Embracing the New Wave of Impactful, Sustainable Tourism

So, are you ready to be part of the new wave of tourism? Every member of the tourism industry, from travelers to tour operators, has a part to play in sustainable tourism impacts. It’s our shared responsibility to ensure these beautiful destinations remain beautiful for generations to come.

Liked learning about sustainable travel and want to hear more? Take one of our courses or read more on our website today. Visit our Institute for Sustainable Destinations website here.

Blog by Isabella Hunt and Kat Selfe

WE DEVELOP, MANAGE, AND MARKET SUSTAINABLE TOURISM DESTINATIONS

Tag: Destination Management