Tag: regenerative tourism

What is greenwashing?

What is Greenwashing? 3 Tips to Discern Sustainable Tourism Practices

Written by Laura Rankin on . Posted in Blog.

What does greenwashing mean? 

Consumers are becoming more aware of the environmental and social impacts of the businesses they support. This trend is on the rise across industries, and travel is no exception. According to American Express’ 2023 Global Travel Trends Report, 76% of respondents are interested in minimizing the environmental impact of their trips, and 69% would spend more during a vacation if they knew it supported the local community. While this is a positive and promising trend, it can also incentivize businesses to design their marketing in a way that appeals to this key demographic without necessarily aligning their operations. 

Greenwashing definition: At its core, greenwashing is all about misdirection. It occurs when businesses apply a “green sheen” to their services with language they know will satisfy search engines and appeal to conscientious consumers without actually doing the work to drive positive environmental or social outcomes. 

Greenwashing example: A DMO uses vague or ambiguous language like “eco-friendly” or “sustainable” without clarifying what those terms actually mean in the context of the services it provides and the destination it serves.

Greenwashing can also show up in the imagery a business uses in its marketing materials. Photos and graphics play an important role in sustainability messaging and can misleading consumers if they don’t align closely with the claims being made. 

Greenwashing example: A hotel relies on non-renewable energy sources for heating and cooling but includes a photo of solar panels on its website to convey a more sustainable approach to energy fulfillment. 

How to identify genuine sustainable tourism practices 

It’s one thing to understand how to avoid greenwashing in travel, and another to understand how you can break through the noise to identify meaningful sustainable tourism practices to celebrate the companies, brands, and destinations that are deploying them. Asking the following three questions can help gauge whether an organization is culpable of greenwashing or implementing tourism practices that genuinely preserve natural and cultural resources. 

1. Are sustainability goals material to the organization’s operations and supported by a clear roadmap? 

When seeking out genuine sustainable tourism practices, you can start by looking for an environmental policy and a commitment to equality, diversity, and inclusion (bonus points if the organization has set measurable goals for carbon reduction, biodiversity, or conservation). It’s worth noting that while these policies are crucial, the process of implementing them can be time and resource-intensive, particularly for small businesses. 

Additional signs that an organization is on the right track in its sustainability journey include commitments toward: 

  • Localizing its supply chain (i.e., sourcing local food and beverages) 
  • Eliminating single-use plastics (think key cards and toiletries)
  • Using renewable energy sources
  • Managing waste and water efficiently
  • Employing locals and outlining a progressive path for career development 
  • Advocating for animal and child welfare
Supporting sustainable agriculture and local farmers in Vietnam
Learning about and choosing locally-sourced foods can be a fun and effective way to reinforce sustainable tourism practices and support local farmers (Photo Credit: Laura Rankin)

Learning about and choosing locally sourced foods can be a fun and effective way to reinforce sustainable tourism practices and support local farmers.

If these types of commitments aren’t readily available via a company’s public-facing channels, don’t be afraid to respectfully ask about sustainability standards and the steps being taken to drive positive social and environmental action before, during, and after your trip. 

Some examples of the types of questions you can ask to better understand a company’s commitment to sustainability include: 

  • Are you taking steps to measure and reduce your carbon footprint? 
  • How do you manage food waste? 
  • Do you monitor and control energy use, especially heat and air conditioning? 
  • Do you reinvest profits back to serve the local community?
  • What are your key sustainability metrics? 
  • What are your sustainability goals for the future?  

Becoming carbon neutral by 2030 is an admirable goal, but it doesn’t really mean anything without a clear roadmap that details the strategies and metrics involved in achieving it. Genuine sustainability commitments require a detailed action plan as well as public-facing information on any progress made to date. 

Key takeaway:

Companies with genuine sustainable tourism practices go beyond talking the talk to walk the walk. Their marketing is in lockstep with their operations, and this is evident in the clear roadmaps they’ve laid out to achieve their sustainability goals. 

2. Are sustainability claims transparent and backed by data? 

Sustainability claims should be backed by concrete data whenever possible, and this quantitative information should be presented in a way that’s transparent and publicly available. Combining specific figures and evidence with written communications and marketing materials such as links, infographics, and statistics adds depth and credibility to messaging. 

Example: Rather than claiming to be “carbon friendly” and calling it a day, a tour operator ought to support the claim with data on emissions reduction over time in a way that is digestible and helps consumers understand the true impact behind the efforts being taken. 

Further, engaging expert auditors to validate sustainability data and reports can fortify credibility and demonstrate a commitment to integrity and transparency. Given the rise of greenwashing in an already saturated tourism market, it’s more important than ever to establish accountability and trust between companies and consumers. 

Key takeaway:

A vital step to avoid greenwashing is to ensure sustainability claims are backed by trustworthy and transparent data. This data must go beyond the individual organization to consider the entire value chain. 

3. Are sustainability claims reinforced by credible third-party certifications and standards? 

Established third-party certifications and standards that are backed by rigorous assessments and criteria can help to bolster the credibility of an organization’s sustainability claims. 

A few examples of credible sustainable tourism certifications and frameworks are: 

  • Global Sustainable Tourism Council (GSTC): The world’s leading accreditation platform for sustainable travel companies
  • B Corp: Provides third-party validation of a company’s practices around social, ethical, and environmental impact and aggregates it into one overall score determined by the size and scale of its operations
  • Sustainable Development Goals (SDGs): 17 interconnected goals established by the UN to transform the world by promoting prosperity while protecting the planet, reflecting the notion that ending global poverty requires a multifaceted approach
  • Science-Based Targets Initiative (SBTi): Drives ambitious climate action in the private sector by enabling organizations to set science-based emissions reduction targets and a clearly-defined path to reduce emissions in line with the Paris Agreement goals

There are plenty of sustainability certifications and standards that exist on global, national, and regional levels. If you’re feeling overwhelmed and don’t know how to start navigating this space, you can begin by identifying what’s important to you. 

Example: If you’re passionate about ocean conservation, you can search for destinations and experiences that align with SDG 14: Life Below Water. 

View overlooking the Gulf of Thailand
Scuba diving is one example of a popular activity that provides travelers the opportunity to support businesses that are making strides to conserve and regenerate marine environments (Photo Credit: Laura Rankin)

Scuba diving is one example of a popular activity that provides travelers the opportunity to support businesses that are making strides to conserve and regenerate marine environments. 

It’s important to note that while certifications can help build trust between brands and consumers, they have their limitations and are certainly not an end-all. Certifications can be rigorous and expensive, and it’s important to consider whether an organization has the means to meet third-party standards. In some cases, a small business may be operating sustainably, but lack the capital required to secure certification. 

Key takeaway:

Certification can provide a framework for sustainable practices and a benchmarking tool for tourism businesses. However, it also requires significant investment, limits innovation, and is just one piece of the whole sustainability puzzle. 

Sustainable Tourism
Choosing organizations that are working to drive positive impact and being transparent about their journeys is voting for a regenerative tourism future (Photo Credit: Kyle Cleveland)

Support sustainable practices to influence the future of tourism 

Choosing brands, tour operators, and destinations that are working to drive positive impact for people and the planet and being transparent about their sustainability journeys is voting for a more regenerative tourism future.

When it comes to sustainable tourism, it’s important to stay curious, look at the whole picture, and understand that there’s no silver bullet solution. At the end of the day, it’s essential that brands, companies, and destinations are transparent about their hopes and plans – even if they’re just beginning their sustainability journeys. 

Traveling should be joyful, and it should also remind us that our planet is beautiful, delicate, and interconnected. Looking to credible sources, executing due diligence, and asking respectful questions can help you spot genuine sustainable tourism practices and contribute to the co-creation of a regenerative tourism future. 

Want to learn more about tourism for sustainable development? Get in touch, and be sure to follow along with us on Facebook and LinkedIn.

Innovations in Conservation Tourism: Pioneering a Greener Future

Innovations in Conservation Tourism: Pioneering a Greener Future

Written by Sam Lynch on . Posted in Blog, Uncategorized.

The world is teeming with natural wonders that we must preserve for the benefit of life as we know it. In the post-lockdown world, an increasing number of tourists have planned travel to contribute toward a greener future. We have developed a stronger appreciation and yearning for destinations offering unfamiliar environmental opportunities. The ominous warning signs of climate change have accelerated our desire for ”last chance tourism,” driving us to observe animals and landscapes in danger–and to do our part to protect those ecosystems.

Conservation tourism emerged from the 1950s conservation movement, originally aimed at protecting “nature from people.” However, the definition of conservation has evolved to focus on enabling all life to thrive rather than solely preserving nature from human influence. Conservation tourism can generally be divided into three pillars: 1) wildlife conservation, 2) environmental conservation, and 3) cultural conservation. Wildlife conservation centers on travel to see specific species in their natural habitats. Cultural conservation focuses on heritage sites, and environmental conservation deals with national parks or landscapes. Above all, these tourists travel with the desire to conserve and regenerate natural resources. An analogous term is ecotourism, defined by the International Ecotourism Society as “responsible travel to natural areas that conserves the environment and improves the welfare of local people.” The ecotourism umbrella includes researchers, birders, safari-goers, hikers, and anyone wanting to travel to see nature conscientiously.

Due to demand, organizations, governments, and businesses have responded with trailblazing innovations in conservation tourism in recent years. The European Commission will announce the winners for “European Capital of Smart Tourism 2024” and “European Green Pioneer of Smart Tourism 2024” in November-December 2023. The former, aimed at larger cities, was created recently in 2019. The latter was launched just this May and geared toward smaller market destinations. Both incentivize European cities to build and maintain their attractions, pioneering innovations in conservation tourism with a greener future in mind.

Pioneering Technological Solutions in Conservation Tourism

Technology and artificial intelligence are advancing rapidly in all facets of the industry, and tourism is no different. Cruise lines and airlines are pushing toward carbon neutrality and negativity. Artificial intelligence generates visitor data and helps travelers choose the cheapest and most eco-friendly modes of transportation.

1. Zero Emissions and Regenerative Tourism

On the customer’s end, websites like Google Flights can indicate flights with fewer emissions and sort through thousands of data points to find the cheapest available flights. This makes destinations slightly easier for tourists to access and harms the environment less. Ecolodges, accommodations that are generally more environmentally friendly (built with local materials, emit less carbon, source local food, have policies in place to reduce waste, etc.), have multiplied recently in well-known ecotourism hotspots such as Costa Rica, Bali, and Ecuador.

Even beyond striving to reduce or curtail emissions entirely, a new term called “regenerative tourism” has emerged in recent years. The regenerative tourist uses their vacation to revitalize and grow the environment they are staying in, including the local population, and participate in projects that better their lives. This is a step beyond sustainable tourism; it is the most beneficial extreme. Liberia’s Kokon Ecolodge, which opened in April 2023, is 100% solar-powered and designed to waste as little energy as possible. In addition, guests have the opportunity to participate in sea turtle population surveys, and the meals and employees of the lodge are all local. All of these details are designed to regenerate Liberia’s environment and economy. These days, travelers who want to “leave no trace” on the atmosphere and the Earth’s surface are getting more options.

2. Cruise Lines and Airlines

Hurtigruten Group, a Norwegian cruise line, unveiled a ship in 2019 that cut carbon emissions by 20 percent. This year, it has spent 100 million dollars on green upgrades to its ships that will cut more emissions. Air New Zealand is electrifying some of its planes. Turkish Airlines has made waves by pioneering a method to grow carbon-negative jet fuel from microalgae plants.

Carbon neutral cruise ship in Norway, an innovation in conservation tourism
As seen from a Hurtigruten cruise ship, the midnight sun illuminates the Norwegian coastline in a haunting glow. In the near future, this journey may be carbon neutral. Photo by Jacek Ulinski on Unsplash.

However, it is also important to remember that even with these initiatives, cruises, and airlines are some of the most detrimental forms of travel to the environment. Much of the airline/cruise industry’s new “carbon neutrality” is created by carbon offsets instead of making any meaningful reduction in carbon emissions. Instead of tackling the root of the problem, they develop new technology to mitigate its impact. A small minority are rolling out carbon-negative initiatives in truth, and even then, this perpetuates the notion that all we need to do to consume is to conserve. It prevents us from entirely rethinking our approach to conservation tourism and focusing on a model that benefits all.

Including Local Stakeholders in Conservation Tourism

Regenerative, sustainable tourism must include the environment but is not only geared toward helping the environment. One of the critical innovations in conservation tourism has been recognizing the value of invested local stakeholders. To preserve the integrity of a destination, one cannot simply prescribe a solution from the outside. To truly understand the needs of a place and those that live there, one must live for years in that place and face all of the challenges presented by coexisting with nature. These immediate challenges can obscure the greater good of long-term impact.

A Bengal Tiger in India. Innovations in conservation tourism have led local stakeholders to prioritize protecting them
A Bengal Tiger roams in India’s Kanha Kisli National Park. Bengal Tigers are the national animal of both India and Bangladesh and a major ecotourism draw. Photo by Vincent Van Zalinge on Unsplash.

For example, in countries with essential populations of big cats like lions and tigers, local livestock herders kill them because they perceive them as a threat to their most fruitful source of income. However, when unsustainable tourism, such as game hunting, enters the area, the natural populations of these wild beasts suffer, and so do the locals. To address this conundrum, one solution may be to encourage eco-tourism in which new businesses extend invitations seeking local involvement. While the locals no longer kill the big cats, their involvement in the solution allows them to benefit even more greatly from the predators running free than from preventing damages they might cause.

 Solimar International has been at the forefront of this innovation, pioneering community-based solutions in countries worldwide. Solimar worked with the Friends of Wallacea and the Guyana Tourism Authority to market their tours to intrepid ecotourists searching for adventure. Indigenous groups, such as the Warapoka people, organize these experiences to become self-sufficient in tourism as a critical income generator.

Local Stakeholders and Birding Tourism

Innovations in birding tourism allow locals to benefit when tourists spot a Scarlet Ibis
The scarlet ibis, a prized target of Central and South American birding tours. International birding tours are becoming integral to ecotourism in biodiverse, tropical regions as remote destination development grows and bird populations decline.  Photo by Jaime Spaniol on Unsplash.

International birding tourism can be as impermanent as the birds themselves. Bird species are in decline around the world. Without local enterprises or scientific resources, the communities around remote areas where rare birds reside have no incentive to study and preserve them. Parallelling other recent innovations in locally-driven tourism, the Audubon Society and the American Development Bank’s Multilateral Investment Fund have started an initiative supporting birding-focused guides and businesses in Latin America and the Caribbean. Piloting in 2017 in the Bahamas, Belize, Guatemala, and Paraguay, it analyzed where low-income areas and Important Bird and Biodiversity Areas (IBAs) overlapped. The results have been encouraging so far. It has now expanded to other countries in the Americas, including Colombia, the country with the most bird species worldwide.

Uplifting Less Commonly Visited Places

Another favorable recent innovation in conservation tourism has been the uplifting of less commonly visited places as ecological hotspots. This has always been a priority, but increased online resources and visibility inspire visitors to get more off the beaten path. With a strategic marketing plan driven by local stakeholders, locations previously starved of tourism can make a name for themselves as protectors of environments unlike any other. 

Solimar International has pioneered this approach, helping destinations get on their feet and establishing the foundation for sustainable conservation projects. In Tanzania, the northern parks receive the most visitors, so Solimar worked with the Ministry of Natural Resources and Tourism in 2020 to entice them to the southern circuit of protected areas. Solimar is currently facilitating conservation tourism projects in the Sundarbans of Bangladesh, the world’s largest mangrove forest and critical terrestrial and aquatic life habitat. Solimar is collaborating with USAID and local communities in Liberia to develop and market its ecotourism industry.

DMO Development

Less commonly visited places, with good experience development and marketing, can begin to receive a steady flow of tourists and become more commonly visited. This is where Solimar International’s DMO development solution comes in. According to Solimar, the function of a DMO (Destination Management/Marketing Organization) is to manage tourism in a specific area in a collaborative way that promotes long-term sustainability. The presence of a centralized organization dedicated to tourism from within a community is crucial. From start to finish, it allows local stakeholders to have an important say in how their destination develops and builds a brand identity that complements their values. Destination Dahar in Southern Tunisia, ATKOMA in Ataúro Island, Timor-Leste, and Sugar River Region in New Hampshire exemplify this philosophy in action.

Elephant Falls Gola Liberia
Elephant Falls thunders in Liberia’s Gola Rainforest National Park, an expanse of pristine deciduous and evergreen forest it shares with its neighbor, Sierra Leone. Learn more about Solimar International’s Liberia Conservation Works project here.

Conservation Tourism is an increasingly important element of sustainable tourism approaches in actively contributing to biodiversity conservation, protection, and restoration. Although it has been around for decades, a perfect storm of leaps in technology, eagerness to travel, and concern for the environment have it flourishing before our eyes. We at Solimar International are proud to advance as a company and fulfill our mission of connecting cultures and driving global economic growth through supporting innovations in conservation tourism in the areas that need them most.

Want to learn more about the conservation tourism projects Solimar is currently working on to pioneer solutions for a greener future? Read more here!

Pink cadillac car with tourists drives past colonial homes in Old Havana

Role of Tourism Consultants: Secret to Destination Success

Written by Shannon McCarthy on . Posted in Tourism Development Consulting, Uncategorized.

The Secret Behind Thriving Travel Destinations

At the heart of every successful tourist destination, the essential role of tourism consultants operates like a well-kept secret. Their work is multifaceted and dynamic, shifting from one project to the next, each day offering a unique set of challenges. However, the proficiency they bring to international development, tourism, and marketing industries is irrefutable. As they utilize their broad knowledge and expertise, these tourism consultants carve a path toward prosperity for their clients, showcasing the undeniable importance of their role in shaping and promoting sustainable travel destinations.

A picturesque landscape of the Namib Desert.
Photo by Arne Smith on Unsplash

Picture this: 

You are scrolling through social media and stumble upon a sponsored advertisement.  It features a travel blogger playfully navigating through the vibrant, bustling streets of Istanbul or on an uplifting journey in a hot air balloon, ascending above the vast expanse of Namibia’s ancient sand dunes. Soon, you see signs of these leading destinations wherever you look. Your best friend’s parents just returned from their two-week trip to said country, or Netflix uploaded new content that contains historical, cultural, and travel insights into the up-and-coming tourist destination.

Curiosity motivates you to research the travel destination where you discover unique accommodations, adventurous tours with local guides, and local restaurants which serve authentic, mouthwatering cuisine.  All of a sudden, you find yourself at the airport convenience store stocking up on snacks and magazines before hustling towards the gate to embark on the trip of a lifetime.  You may wonder how you and millions of other tourists became inspired to visit the same tourist destination.  Why did this happen?  Who made this happen?  

The secret behind successful travel destinations is complex and cannot be attributed to one aspect.  Leading destinations require months of research, strategic marketing, leadership collaboration, and community involvement.  Large marketing budgets certainly play a role into their visibility, but in order to efficiently organize complex aspects of development and marketing tailored to the current situation of a destination, travel destinations may require the expert knowledge of sustainable tourism consultants who advise their clients on how to set themselves up for long-term success and sustainability.

What is the Role of Tourism Consultants?

Sustainable tourism consultants are creative professionals with expert knowledge in the tourism industry and destination management.  Their clients include destination management organizations (DMOs), airline and hospitality entities, local and national governments, non-governmental organizations (NGOs), stakeholders, and tourism boards and businesses.  By leveraging their expertise, consultants set the long-term vision and assist clients every step of the way.  Ultimately, sustainable tourism consultants act as catalysts for growth, assisting in the development and implementation of effective tourism strategies.

1. How to Research and Assess a Tourist Destination

The crucial first step tourism consulting firms will take is conducting thorough destination market research.  This includes gathering information from local stakeholders to understand the client’s assets, growth opportunities, key demographics, and how the client can extend beyond their vision.  At Solimar, our consultants present clients with a summary of our findings and insightful recommendations for further expansion based on our data-driven market research.

For example, sustainable tourism consultants play a crucial role in destination assessments to understand what inspires tourists from different demographics. By delving into a destination’s historical, cultural, and geographical stories, these experts can identify activities and experiences that appeal to a diverse range of travelers. By promoting sustainable practices, these destination assessments contribute to the preservation of a tourist destination’s unique charm and ensure that tourism benefits everyone involved.

A scuba diver explores ocean ecosystems off the coast of Saudi Arabia
Photo by NEOM on Unsplash

2. How to Brand a Tourist Destination

Within the tourism industry, all leading destinations have a captivating narrative that appeals to a variety of tourist demographics.  It is the sustainable tourism consultant’s role to effectively share the destination’s story across multiple marketing platforms.  

Destination marketing, or destination branding, is an essential ingredient in a travel destination’s success because it creates destination awareness, illuminates the destination’s attractive qualities, and utilizes market segmentation methods that tailor the branding approach to the tourist demographics, which will yield the best results.  

Consider a destination that seeks to brand a specific stretch of its coastline as the ultimate hub for adventure watersports. To achieve this, the destination will emphasize and promote local businesses offering scuba diving and deep-sea fishing experiences, enticing thrill-seeking travelers in search of adrenaline-inducing activities.

The process of branding tourism destinations entails gathering essential details from these local businesses. Sustainable tourism consultants delve into their origin stories, unique selling points, and desired promotional approaches.  Next, the consultants will design and implement branding essentials, such as captivating logos, memorable slogans, and a compelling online presence.  Through a consistent brand story displayed across various platforms, they effectively communicate the area’s allure for adventure watersports, drawing in an audience of adventure enthusiasts eager to explore the exhilarating opportunities available.

3. How to Create Memorable Experiences for Tourists

All premier tourist destinations curate a variety of experiences.  For instance, Mexico is the 7th most popular tourist destination globally.  For international travelers planning on visiting the Yucatan Peninsula, they may begin researching the destination months prior.  Let’s say the tourist is a history buff; they can easily look into local guides who offer expertly designed trips to archeological sites such as Chichén Itzá.  

A local tour guide takes a group of travelers through Chichen Itza
Photo by Kentaro Toma on Unsplash

So, how do tourist destinations decide which products and experiences they will offer potential travelers?  With the guidance of sustainable tourism consultants, top tourist destinations will partner with local businesses to identify and market experiences that appeal to a variety of tourist demographics.  This entails working one-on-one with tourism businesses to design unique offerings, decide prices for their products and experiences, and forecast potential profit margins.  

For sustainable travel consultants, every detail is significant.  At Solimar, clients can anticipate a comprehensive business and product development plan encompassing evaluations of supply and demand, a sustainable business strategy to ensure recurring revenue, and a thorough training program for business owners, managers, and employees. Moreover, collaborative marketing strategies are expertly crafted to empower local tourism businesses to surpass their goals.  

A group of indigenous women from the Kavango region perform traditional styled dance
Photo by Datingscout on Unsplash

4. How to Understand the Benefits of Sustainable Tourism

A recent study conducted by Expedia Group Media Solutions revealed a growing inclination among international travelers to pursue eco-friendly and sustainable travel experiences.  With the increasing detriments caused by climate change and over-tourism, sustainable tourism consultants aim to inform destinations of how they can reduce the negative impact of tourism while increasing its benefits.  

  • Promotes environmental conservation:  Responsible tourism methods promote the preservation and protection of natural resources and biodiversity.  For example, eco-friendly accommodations will commit to sustainable operations such as using renewable energy sources, reducing water consumption, and implementing recycling and waste management systems.
  • Empowers the community:  Sustainable tourism practices benefit the local community by creating employment opportunities, funding education systems and infrastructure initiatives, and increasing the understanding of cultural diversity and equity.  Additionally, it empowers the local community by encouraging the involvement of the residents in decision-making processes and community-based tourism enterprises.
  • Preserves cultural heritage:  Sustainability is about celebrating the cultural backgrounds of the local people and maintaining their authenticity.  For instance, a sustainable tourist destination will promote authentic cultural experiences such as homestay accommodations, traditional craft demonstrations, and traditional performances which benefit those of that heritage.

If you’re wondering how to be a responsible tourist who supports sustainable tourism practices, you can opt for environmentally friendly transportation options, support the community by buying local products and tour experiences, book green and locally owned accommodations, and travel to lesser-known destinations.  

A women is bent down in a crop field participating in agritourism.
Photo by Zoe Schaeffer on Unsplash

Final Thoughts: The Role of Sustainable Tourism Consultants

Next time you come across a travel blogger’s captivating TikTok content featuring pristine beaches, picturesque villages, or impressive historical architecture, remember that a team of sustainable tourism consultants worked diligently with these destinations for months, if not years, prior to making it all possible.  Creating a thriving tourist destination requires attention to every detail. Tourism consultants play a crucial role in identifying the client’s unique voice and offerings that distinguish them from competitors. They establish a consistent media presence, instill successful business operations, and emphasize the significance of sustainable travel practices throughout the journey.

A wooden sign in the shape of a foot sits on the beach and represents the role of tourism consultants by stating, "only leave your footprints."
Photo by Nick Fewings on Unsplash

At Solimar International, sustainability is at the core of our approach. We firmly believe that successful tourist destinations are built upon a foundation of environmental and cultural preservation.  In a world where travel has become increasingly accessible and impactful, our team of tourism experts provides invaluable expertise and guidance to help our clients thrive.  To learn more about our tourism consulting services, visit website!

emerging destination

Emerging Destinations: Challenges of Developing Tourism

Written by Veronic Santapa on . Posted in Uncategorized.

Tourism destinations go through various stages of development, and during each of them, managers face issues and challenges that need to be addressed to guarantee the ongoing success of the destination. In this blog, we’ll talk about emerging destinations, explain what an emerging destination is, and discuss a few of the development challenges they face by using the Tunisian region of Dahar as an example

Free stock photo of adult, adventure, aircraft Stock Photo

What is an emerging destination? 

According to Butler’s tourism areas’ life cycle, depending on their development’s progress, attractiveness and competitiveness destinations go through various stages over time. These stages are namely: exploration, involvement, development, consolidation, stagnation, rejuvenation or decline. Emerging destinations are examples of the first two stages of this cycle. These are places with significant potential as tourism destinations, where policymakers and managers still need to make major efforts to turn the available resources and attractions into appealing tourism products capable to compete in the tourism markets.

Emerging destinations’ development challenges

It is difficult to position a tourist destination and keep it both competitive in the tourism market and sustainable in contributing positively to the local economy, community and environment. The setup of a successful destination is the result of combined efforts from local governments, stakeholders, communities and often, specialized external organizations too. The collaboration among all these participants is vital to producing a development plan focused on creating a tourism offer that is sustainable and capable of satisfying the needs of the tourists. However, this process may sound ambitious, and very often emerging destinations face challenges with:

  • Destination planning
  • Marketing strategy
  • Destination management

Destination planning

Setting up a destination is a complex process, and it can be overwhelming because various elements need to be considered to:

  • Understand the destination’s assets
  • Enhance the destination’s potential
  • Create goals to develop the tourism product

The most important part of planning an emerging destination’s development is creating a development plan. This plan comes to the aid of managers, as it includes:

  • An assessment of the available resources, such as the already existing attractions, services and infrastructure
  • An evaluation of the tourist profile
  • A strategy on how the destination needs to be developed and maintained.

To achieve a successful strategy, local stakeholders and communities must be involved in the process. However, it can be a long and slow process bringing together all the people involved, coordinating discussions and agreeing on the most suitable development strategy. This is especially the case in emerging destinations where there is not an organization supporting the process, such as a destination management organization (DMO).

Free People Discuss About Graphs and Rates Stock Photo

Destination management 

Destination management is another challenge faced by new destinations. Tourism can be first developed by the local or national government and tourism boards, however, it also needs to be constantly managed in order to be sustainable. Ideally, a skilled and knowledgeable team needs to be employed to establish a destination management organization in charge of:

  • Monitoring tourism impacts
  • Facilitating the involvement of all the local stakeholders
  • Producing and implementing the destination development plan
  • Branding and marketing the destination
  • One of the significant issues with DMOs is that they often lack funding, as they are often private organizations. When DMOs are not financially supported by governments, they need to find alternative ways to finance themselves to survive and continue to manage the destination.

Destination marketing

Marketing an emerging destination can be challenging, because tourism development and management are still in the initial stages. A marketing strategy is essential to promote the destination to tourists, therefore managers need to be aware that it has to be well thought out and planned in order to be efficient. Managers must:

  • Evaluate the type of audience they wish to reach out to
  • Take into consideration the advance in technology, and use it not only to sell the destination, but also to engage with potential visitors
  • Make sure the strategy is fully integrated by creating a marketing content schedule
  • Ensure sure that the marketing efforts are ongoing

Group of confident business people planning in creative office

 

Emerging Destination case study: Destination Dahar, Tunisia

Tunisian tourism is currently mostly concentrated in all-inclusive resorts along the coast, but the country aims to differentiate its tourism product to balance the economy within the country. As part of a more sustainable tourism strategy, the focus will be on supporting the development of more regions of tourism interest in different parts of the country. This will result in being extremely beneficial for the internal development of the country and its citizens, but it will also allow Tunisia to gain more competitiveness in the tourism market.

Dahar region

The Dahar is a region in southeast Tunisia, crossed by the sandstone mountain chain of The Djebel Dahar. This territory is known for its extremely arid and lunar landscape and is the most remote zone in the country. Because of this, it is one of the least populated and developed areas, and the least visited by tourists, both domestic and international.

Free Brown Mountains Under Blue Sky Stock Photo

Dahar’s arid landscape

Destination Dahar

However, this region is rich in history, architecture, culture and traditions thanks to the many Berber (Amazigh) tribes who adapted and lived here for thousands of years. The Amazigh heritage is unspoiled, and it offers an authentic tourism experience for travelers willing to move away from traditional coastal destinations. Because of its authenticity, Dahar was chosen as the first region in the Tunisian tourism diversification project.

Free Underground Houses of Matmata Tunisia Stock Photo

Traditional troglodyte caves, home of Berber peoples

Free Red and White Wooden Bench Stock Photo

Inside a cave dwelling that has been turned into a guest house

The development of the FTADD DMO was financed by the State Secretariat for Economic Affairs (SECO) and realized by SwissContact, through the Project Destination Sud-Est. The DMO was officially created in March 2018. It aims to build on the destination’s authentic heritage and offer authentic and sustainable experiences to visitors. Establishing the DMO and creating a destination plan was a success, and many local stakeholders and tourism business owners were consulted in the decision-making process and later on, involved in the development of tourism in the region. 

Destination Dahar’s efforts and great achievements were recognized by the Green Destinations organizations, and it was selected as one of their 2021 Top 100 Good Practice stories. The DMO won again in 2022, a remarkable feat!

Emerging Destinations: Destination Dahar

Through the Visit Tunisia project, Solimar is currently supporting Destination Dahar. Solimar will help to define the DMO’s marketing strategy, and to develop a business plan allowing it to carry on with its role of destination management in this emerging destination.

Destination Dahar marketing

The DMO needs support to create an appropriate marketing strategy to inform visitors about this new destination and its offering.  Solimar will be supporting the DMO by creating engaging digital content in order to reach a wider audience and tell Dahar’s story.

We have identified where and how this content could be improved, because currently, it is:

  • Mainly written only in French or Arabic
  • Not very frequent and regular posts on social media platforms
  • Lacking both evergreen and themed topics on the DMO website

Free photos of Online marketing

Additionally, to make it easier for the DMO and its marketing team, we’re working on suggesting a list of blogs and posts’ topics to write about, and creating a marketing content calendar that would help to plan better the digital content to produce and publish. 

Destination Dahar’s Business Plan

At Solimar, we are proud to be able to often assist destinations in strengthening and supporting institutions, and in the case of Dahar, proposals were made on how the DMO could continue existing and be financially stable

U.S. dollar banknote with map

As learned at the start of this blog, setting up and managing an emerging destination can be a difficult and long process, and many challenges need to be faced and overcome in order to guarantee the success of the destination. Collaborating with local stakeholders and the community is essential to establishing an appropriate developing plan. Ideally, overcoming the challenges can be easier if a destination is provided with a DMO that can concentrate all efforts on coordinating the resources to develop and manage the destination.

Check out the Solimar’s Institute for Sustainable Destinations and learn about all the courses available to learn more on how to develop, improve, and manage your destination.

What are the Different Types of Tourism?

Written by Veronic Santapa on . Posted in Blog, Uncategorized.

As one of the most powerful industries in the world, tourism has a great potential to become a force for good when driving economic and social development. However, this can only be achieved by appropriate planning – and with so many different types of tourism, it can sometimes be hard to accomplish. This article is about the main types of tourism that Solimar supports – sustainable, regenerative, geo- and ecotourism. While their definitions may overlap, here are their definitions and reasons that make them significant to the industry. 

beautiful lake in italy, done by sustainable tourism an effective type of tourism

1. Sustainable tourism

What is sustainable tourism?

Many definitions of sustainable tourism exist, but at its simplest – it is an umbrella term describing tourism that aims to minimize the negative impacts of the industry’s activities. According to the World Tourism Organization, “sustainable tourism takes full account of its current and future economic, social and environmental aspects, addressing the needs of visitors, the industry, the environment and host communities”.

Tourism can take a great toll on the environment, especially in fragile places such as marine ecosystems or coasts. However, the lives of local people can be disturbed too, with over tourism and gentrification becoming growing phenomena. Moreover, sustainable tourism is also about the economic development of destinations. This can be, unfortunately, suppressed by economic leakages, which means that revenues generated by tourism are not used for the destination improvement; instead, the international multi-chain companies use them solely to gain profit. Sustainable tourism aims to ensure the aforementioned aspects are prevented, so that tourism can become an actual force for good. 

Is sustainable tourism even possible?

Despite some challenges, tourism has the power to be sustainable – and this can be achieved by so many different initiatives!

First of all, community-based tourism can be implemented to limit the negative impacts of tourism on the livelihoods of local communities. This type of tourism falls under the term of “sustainable tourism” and aims to highlight the importance of host communities in tourism planning by using a bottom-up approach. Tourism can also be used as a tool to support conservation, which covers wildlife, cultural and environmental types of preservation. As tourists, we can have a great influence on conservation efforts by choosing and supporting the right organizations.

Sustainable tourism is about making decisions that have a positive influence on destinations, and it is a responsibility of all the industry’s stakeholders, including visitors, hotel managers, supply chains, local or national governments. Therefore, collaborating is crucial to maintain the sustainable tourism development. 

2. Regenerative tourism

What is regenerative tourism?

While sustainable tourism ensures that visited places are preserved for the future generations, regenerative tourism takes a step further. This newly emerging approach seeks to go beyond not causing harm when traveling, but rather strives for a “leave it better than you found it” approach. This requires a more holistic mindset that makes travel experiences connected with nature and local communities. Regenerative travel is travel that actually contributes to restoration and revitalization. 

Regenerative tourism builds its foundation on nature-based solutions, which are actions that “manage, protect, and restore nature”. These practical solutions need to be implemented to protect and rebuild ecosystems and communities. Regenerative models emphasize creating value for the communities, which can only be achieved when tourism is recognized as an interrelated living system in which local knowledge is integrated.

Why is regenerative tourism important? Is it an effective type of tourism?

Given the rapidly growing climate crisis, there is a need for more resilient frameworks and systems that result in the actual regeneration of communities and ecosystems. Many adverse changes stemming from global warming are irreversible – therefore, sustaining the environment is no longer enough. Climate change should be addressed by action and regeneration. Regenerative tourism is often referred to as a paradigm shift that should become the only way forward. 

What are the examples of regenerative tourism?

Regenerative Travel is a cutting-edge example of how tourism can support regeneration. It is a platform and community for boutique eco-hotels that share a common vision of creating positive social and environmental impacts for local people and their surroundings. Regenerative Travel supports its members with continual evaluation and provides knowledge of the best sustainable practices to ensure greenwashing is avoided at all times.

Regenerative tourism already exists in many indigenous-owned companies. Seeking regeneration is already rooted in their way of thinking, as they deeply care about the environment and possess the essential knowledge that positively impacts the land and local communities. There is so much to learn from the Native tribes, as they are the ones that live in a deep connection with our planet.

To learn more about the practical examples of regenerative tourism, read the latest white paper published by our Director of Conservation & Community Development – Chloe King, who worked alongside Regenerative Travel and The Long Run on this outstanding research project.

involved in regenerative tourism

3. Geotourism

What is the definition of Geotourism?

The definition of Geotourism was coined by National Geographic and it describes tourism as a force capable of enhancing and sustaining the geographical character of a place including its environment, culture, aesthetics, heritage, and locals’ well-being. . It clearly shares few of the aspects of sustainable tourism, but differently from it, Geotourism is not considered a niche market. In fact, according to a study published by the Travel Industry Association of America in 2003, American travelers had already embraced geotourism before the concept and practice of sustainable tourism became of global importance.

 Geotourism principles

As we mentioned, geotourism includes some elements of sustainable tourism, but how is it possible to identify one type of tourism from another? National Geographic thought of that and established the three key principles of geotourism.

  1. Principle 1: Environmental responsibility – Geotourism focuses on appreciating, protecting and maintaining natural resources and biodiversity.
  2. Principle 2: Cultural responsibility – Geotourism aims to preserve and enhance the local communities’ heritage, traditions and culture.
  3. Principle 3: Synergy

The third principle determines how geotourism can be achievable: with synergy. In other words, it is vital that all the geographical characteristics of a place are combined to create a diverse, rich and fulfilling travel experience for different types of travelers. 

Geotourism destination example: Lewis and Clark National Historic Trail (USA)

A great example of geotourism is the Lewis and Clark National Historic Trail linked to the historic expedition of Lewis and Clark. The route of the trail is a part of the National Trails System of the United States. It extends for 7,900 km crossing 16 states- from Pennsylvania to Oregon. The Lewis and Clark trail offers travelers the opportunity to retrace the explorers’ steps through spectacular landscapes and to learn about interesting history and the unique culture of each town that is along the route.

Solimar International has been working on the Lewis and Clark National Historic Trail project since 2016 to improve the connection among the services and tourists’ products available along the route and to make them easily accessible to visitors. Solimar helped to launch the website Lewis and Clark Travel, where the local stakeholders can advertise their business to visitors. Navigating through the website is simple and there is an interactive map which facilitates the visitors’ search through areas of interest on the trail!

great falls lewis and clark statue along the LCNHT

4. Ecotourism

What is ecotourism?

Ecotourism aims to reduce the negative impacts of tourism and it is in line with the environmental concerns of the sustainable tourism practice. This niche market is becoming more and more popular among travelers as a sustainable substitute to mass tourism.

Type of tourism definition: ecotourism

The International Ecotourism Society defines ecotourism as the responsible way to travel to natural areas. Ecotourism is important as it involves conservation, interpretation and education of such environments, as well as aiming to sustain the well-being of the local people. Ecotourism is a nature-based form of tourism practiced by tourists interested in experiencing nature and appreciating the traditional cultures established in those natural areas.

ecotourism

Why is ecotourism important?

To better understand what ecotourism is , what it offers and why it is important, we will briefly go through the main benefits of this practice.

  1. Increase environmental awareness: Tourists and local communities engaging in ecotourism activities become more aware of a range of environmental issues such as global warming, loss of natural resources and endangerment of wild species.
  1. Preservation of the environment for future generations: As a result of the positive implications of ecotourism activities in certain areas, many environments can be protected and preserved for future generations.
  1. Boost cross-cultural knowledge: Tourists participating in ecotourism have the opportunity to experience native communities closely, learn more about their culture and appreciate their traditions.
  1. Support the local economy: In most cases, ecotourism is practiced in remote areas, where the local population does not have many job opportunities. This form of tourism can contribute to reducing poverty by creating job opportunities for the locals and generating revenues to re-invest and to improve the locals’ quality of life.

support local economy through tourism

Ecotourism destination example: Liberia

Liberia is home to the Upper Guinean Rainforest, and its ecosystems contain the highest levels of biodiversity in the region. Ecotourism practices would preserve the environment and the endangered species of this area and reduce the threats such as poaching and deforestation. Additionally, ecotourism would create opportunities for sustainable local economic growth. Solimar has been working on a 5-year conservation project in the country to assist all the local activities in order to establish ecotourism. Solimar aims to develop an inclusive, multi-sectoral approach that engages communities in the management of protected areas, enabling them to be capable of conserving Liberia’s rich biodiversity and ensuring sustainable long-term economic growth.

 So, what is the best type of tourism?

While there is no definite answer on which type of tourism is the best one, there’s one thing we know for sure: tourism is best when it uses its power to generate positive impacts on the environment, local people, and the local economy of the destinations.

Interested in learning more about these types of tourism? Keep up with Solimar and our new projects- don’t forget to like us on Facebook and LinkedIn!

Blog by Veronica Santapa and Izabela Soja

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