Tag: Sustainability

Tourism Development Project- Cox's Bazar

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

Written by Colin Ciarfella on . Posted in Blog, Uncategorized.

 

Coastal beauty: Cox’s Bazar, Bangladesh
Coastal beauty: Cox’s Bazar, Bangladesh. (Photo Credit: Pixabay)

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
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.

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
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.

sustainable tourism intern on the computer

Solimar Sustainable Tourism Intern Alumni–Where Are They Now?

Written by Eleanor Grubbs on . Posted in Blog, Uncategorized.

Remote Interns

Photo by Priscilla Du Preez on Unsplash

Introduction to Solimar Sustainable Tourism Internships

Since its inception in 2006, Solimar’s sustainable tourism internship program has become a cornerstone for nurturing the next generation of leaders in sustainable tourism. Over nearly 20 years, the program has welcomed  talented interns into the program, ranging from undergraduate to Ph.D. students, each semester and summer. Solimar CEO Chris Seek began the program in collaboration with the George Washington Tourism Program, reserving it for students at DC area schools. In 2019, the program switched to hybrid to incorporate students from across the US and worldwide. Seek describes the long-term goal for the internship program as a way to “provide students with a professional development opportunity and introduction to the industry, and to support our mission and projects.” Through the years, these sustainable tourism interns continue to share a deep passion for tourism and travel, with interests spanning various fields such as storytelling, data analysis, tourism development, and environmental preservation.

Solimar’s sustainable tourism internship program is not just an educational experience; it’s a launchpad for future careers in the tourism industry. Our interns have gone on to make significant contributions to tourism development and environmental preservation worldwide. This article highlights the achievements of nine outstanding alumni, showcasing the diverse paths they have taken and the impact they continue to make in the fields of tourism, sustainability, and international development.

City Tourism
Photo by Nan Zhou on Unsplash

Solimar Interns Now Involved in Tourism

The foundation of Solimar International is sustainable tourism. For this reason, Solimar attracts team members and interns who share a passion for travel. For some, this passion may evolve into a long-term career within the tourism sector, while for others, it may take a different path. Nevertheless, it is this shared enthusiasm that has led many Solimar interns to pursue and achieve successful careers in the tourism industry. This section highlights three former interns who have remained in the field of tourism and have undertaken noteworthy and impactful work.

1. Chloe King, Summer 2019 Intern, Director of Stewardship at Solimar International 

Chloe King is currently a PhD Researcher at the University of Cambridge, where she works with stakeholders of the Galapagos Islands to help create a more regenerative future for tourism. Chloe is passionate about the intersection of conservation, climate change, and tourism, working to create solutions that value people and nature over profit. Through her work, Chloe investigates the age-old question of the tourism industry: “How do we manage tourism sustainably and equitably?” 

Chloe spoke about some of the challenges in weighing the risks and rewards of tourism through her work in the Galapagos: “Tourism can be a hugely risky activity to conduct in areas of high biodiversity. Here in the Galapagos, tourism is bringing a huge increased risk of invasive species, which is the biggest biodiversity challenge on this island. At the same time, tourism has introduced a lot of additional financing and funding opportunities for local communities. It is important to understand that there will always be trade-offs between conservation and development goals… How do you navigate those goals in a transparent and equitable way for large swaths of stakeholders rather than just the ones in power?” 

She continues to explain that Destination Management Organizations allow for the collaboration of multiple perspectives between private and public sectors within a community. For example, during her time living in Timor Leste, the government was considering building a casino on the island to boost tourism, but the locals were able to protest the casino through their DMO and block its development. In other words, “tourism in this way is effective in giving people a voice and uniting people around a common cause rather than just letting growth and development happen for the sake of it.”

2. Dominic Gialdini, Fall 2020 Intern, Chief Operating Officer of South Central Tennessee Tourism Association

Dominic Gialdini attained an Erasmus Mundus European Master of Tourism Management, where he specialized in tourism management and sustainable development. With Solimar, he worked on the Armenia and Georgia DMO projects. Dominic currently serves as the Chief Operating Officer of the South Central Tennessee Tourism Association and the Executive Director of the Tennessee Tourism Investment Project. 

Dominic examined his work with rural DMOs and considered how this particular lens has influenced his view of tourism development: “My work with rural DMOs has influenced my view on tourism development by allowing me to see the challenges faced by small-scale operations. Rural DMOs often have staffing and budget limitations, and sometimes locals are skeptical or even actively against tourism development…Having established a DMO in a rural Appalachian community, I came to learn quickly that building kudos and trust with locals would be paramount to the success of my project objectives.”

Throughout his time in a rural DMO, Dominic has come to recognize that tourism is a team effort and that tremendous value lies in the opinions and support of the local community: “From my work in 13 counties in south-central Tennessee, I have seen time and time again the hard work that chamber directors, county employees, and DMO directors engage in to make tourism successful. It is important to find allies and support them, especially in contexts where the powers that be create roadblocks and speed bumps for the tourism professionals.”

Dominic also highlighted the importance of recognizing that rural DMOs can serve a different purpose than urban DMOs. “I like to think of larger cities or attractions as the hubs to the spokes that are rural destinations. Large cities like Memphis, Nashville, and Chattanooga serve as anchors that attract diverse demographics of tourists (including international travelers) and bring in large-scale conferences and events. However, many wonderful destinations (e.g., Lynchburg and the Jack Daniel Distillery or historic Bell Buckle) serve as great day trips for those who want to experience a bit of rural life and sample a few activities….” 

3. Emilie Ehrman, Fall 2020 Intern, Senior Associate at Skift Advisory

Emilie Ehrman attained a Master of Global Management from the Thunderbird School of Global Management at Arizona State University, which aids her ongoing advocacy for environmentally and socially responsible travel. She currently works as a Senior Associate for Skift Advisory, a market research consulting firm specializing in travel and tourism. When asked about a project incorporating her passion for travel, Emilie gave a recent example of her work with Discover Puerto Rico.

“Discover Puerto Rico had impressive sustainable tourism goals, but they weren’t sure if they had the assets or foundation to claim they were a sustainable destination or to foster a sustainable tourism program, campaign, etc., so they retained Skift Advisory to investigate. For the sustainable tourism audit, my team and I did significant research to identify strong, authentically sustainable assets (accommodations, tour operators, attractions) that already existed on the island. We ranked these initiatives using a Skift Advisory framework designed to look at the asset holistically, including economic, social, and environmental impact (this is all public in a published executive summary). We also examined other destinations, comparable to PR, based on a set of criteria, and determined their sustainable tourism success, including what they were doing right. Finally, we provided a list of themes we were able to identify as qualities of sustainable tourism assets and destinations.”

Emilie enjoyed this project because it incorporated her passion for sustainable tourism, while also creating space to recognize the obstacles that so many destinations face in feeling so behind and not knowing where to begin.

“This project showed that Puerto Rico already had a really incredible assortment of sustainable tourism assets, that protected and regenerated the environment, supported the economy and culture of Puerto Rico, and empowered Puerto Rico to lead sustainable efforts.”

Solimar Interns Now Involved in Sustainability

Sustainable Nature Tourism
Photo by Alex Moliski on Unsplash

For Solimar, sustainability and tourism are inextricably linked. Tourism development cannot occur without holistic consideration of the longevity and success of the local people and their environment. Sustainability is a far-reaching sector, allowing it to assume many different forms and roles. This section highlights three former interns doing notable and unique things within this sphere. 

1. Thomas Kalchik, Spring 2022 Intern, Senior Facilities and Sustainability Associate with the US Green Building Council

Thomas Kalchik is a credentialed LEED Green Associate and TRUE Advisor, which he utilizes through sustainable construction projects, facilities management, and operational strategies. He serves as a Senior Facilities and Sustainability Associate with the US Green Building Council. Additionally, Thomas and his partner Charles founded Casa Galú, a boutique nature hotel in Colombia’s Caribbean Sea. 

“Casa Galú was constructed with the integrity of our natural surroundings and local community in mind. We wanted to build with minimal impact by not cutting down trees, and adhering to local construction customs by using materials and techniques common to our area. The structures were designed to work with the natural surroundings and not disrupt the ecosystems around us. For example, building around natural features such as a waterfall and river that naturally occurs when we have enough rain not only provides a visually stunning attraction for guests but allows the natural systems on our property to remain intact and healthy.”

​​ Thomas attributed much of his above success to the knowledge he learned through his involvement in various sustainability-minded organizations. “Through my professional experience working with the US Green Building Council, and my up-to-date credentials as a LEED Green Associate and TRUE Advisor (zero waste) I have been able to offer my expertise in green building and operating strategies to the construction, maintenance, and operation of Casa Galú. This, combined with my work with Solimar and other travel and tourism organizations has allowed me to blend my various skills and knowledge relating to sustainable and regenerative tourism practices in order to create meaningful and impactful guest experiences.”

2. Lindsey Johnson, Spring 2023 Intern, Program Coordinator for the Soil & Climate Alliance and Nutrient Density Alliance

Lindsey Johnson draws on her background in climate change and health and wellbeing to promote sustainable food systems and regenerative tourism practices through her role as a Program Coordinator for the Soil & Climate Alliance and Nutrient Density Alliance. Additionally, Lindsey is the founder of Copani, a responsible travel platform focused on agritourism and culinary tourism. As a sustainability tourism intern, she wrote a blog about agritourism, linking her particular tourism interests to the larger whole of sustainability in the industry. Lindsey spoke on what agritourism means to her, and how she would like to see it incorporated into the larger tourism industry.

“I believe that agritourism, at its core, involves any activity that brings people to a site of agricultural production and engages them with it. This could include tours, meals featuring local produce, farm stays, or special events that showcase agricultural practices. Importantly, agritourism often serves as a gateway to less-visited rural destinations, offering unique opportunities for both visitors and local communities.” 

Lindsey also mentioned the educational opportunities that agritourism provides, specifically by “showcasing regenerative agriculture and the critical importance of soil health. Through immersive experiences, visitors can gain insights into these crucial aspects of our environmental and health challenges.” 

“Agritourism also offers a unique window into local cultures, as food is often at the heart of cultural traditions and social interactions. The simple act of sharing a meal can create profound connections and understanding between visitors and local communities. In this way, agritourism has the potential to regenerate not just the land, but also our connections to each other and the sources of our food. By bringing together elements of education, sustainability, cultural exchange, and personal rejuvenation, agritourism can evolve into a powerful force for positive change in both the tourism industry and agricultural sectors.”

Lastly, Lindsey connects her love for agritourism to her company, Copani. “Our mission is to connect conscious travelers with regenerative farms, vineyards, eco-friendly hotels, sustainable restaurants, and responsible tour experiences. Copani aims to empower people to explore the world in a fun, ethical, and sustainable way.”

3. Gabriella Whittaker, Fall 2021 Intern, Sustainability Manager at Polycore

Gabriella Whittaker completed the sustainable tourism internship in the fall of 2021. She is passionate about the sustainable development of the outdoor industry, where she draws on her love and enjoyment for nature. She works as a Sustainability Manager at PolyCore, promoting sustainable alternatives to environmentally harmful textiles. 

Gabriella connected her work in sustainability within the textile industry to the importance of sustainable travel: “I think the biggest connection between textiles and tourism is that both can be done sustainably, but it requires due diligence to understand how you (as a consumer) can make the responsible choice…Learn about where your textile products are coming from, just as you would learn about the tourism destination you are headed to.” 

Solimar Interns Now Involved in International Development

Solimar assists specific regions or countries in using tourism as a tool for development. Tourism can aid economies, boost local livelihoods, create valuable cross-cultural connections, and more. However, this development has to take place sustainably and collaboratively for an area to remain successful long-term. Many of our former interns have gone on to hold unique positions within international development, and in this section, three of these successful professionals are highlighted. 

City Tourism
Photo by Anthony Lim on Unsplash

1. Hannah McDonnell, Fall 2022 Intern, Economic Desk Officer of the Turkey Unit at the European Commission

Hannah McDonnell holds a Master’s of Politics from University College Dublin. She was a sustainable tourism intern with Solimar in the fall of 2022. Hannah’s interest in politics and international development has culminated in her current position as an Economic Desk Officer of the Turkiye Unit with the European Commission. Hannah described her day-to-day tasks with her job in the European Commission: “My day-to-day in the job varies, depending on the time of year. For instance, I am the permanent secretary of two subcommittees between the Turkish authorities and the Commission which facilitates discussions and updates on topics such as internal market and competition, and economic and monetary policies. I am tasked with the organisation of these subcommittees each year. Furthermore, I am the lead on a portion of the Commission’s assessment of Türkiye’s Economic Reform Programme, which is drafted at the beginning of each year. Another annual exercise I contribute to is Türkiye’s Enlargement Report which assesses the progress the country has made in the last year.”

2. Kathryn Selfe, Summer 2023 Intern, Boren Fellow

Kat Selfe is a 2024 graduate of Colgate University, where she earned an undergraduate degree in Anthropology and Middle Eastern and Islamic Studies. She served as a sustainable tourism intern on-site for the Tunisia project in the summer of 2023. Kat’s anthropological research into international development and migration in the Middle East and North African regions led to her recent award of the U.S. Department of Defense’s Boren Fellowship as 1 out of 5 scholars selected to study Arabic in Morocco.Through this fellowship, she will receive $25,000 throughout the 9 month program. Kat provided more details about what her time during her Boren fellowship will look like, as well as her commitments after the 9 months are complete. 

Additionally, she connected this opportunity to her internship with Solimar: “For my Boren year, I will be studying Arabic in Meknes, Morocco with the CASA I fellowship. Boren is funded by the Department of Defense and has a focus on national security. The aim of the fellowship is to develop language skills in a critical language. In addition to studying formal Arabic, I will be studying the Moroccan dialect and completing an internship in Morocco. Also as part of my Boren, I will be conducting research on Morocco’s integration approach to undocumented transit migration, focusing especially on the work of NGOs.”

Upon its conclusion, Kat will return to the US to complete a Masters in International Development Studies at George Washington University. After graduating with her Masters degree, Kat will be required to fulfill a year of federal service in a position servicing national security in accordance with the Boren Policy. She intends to work with USAID, an agency she already has gained experience with through Solimar. Kat shares: 

“I found myself inspired by the possibilities of development during my Solimar internship. I learned that the US has a lot to offer other countries and their communities and that those beneficiaries are eager and ready to make a difference with this aid. I felt like my world opened up during this internship.” Kat shares the gratitude she has for her internship at Solimar, which educated her on new career opportunities, gave her the confidence to realize her ability to actually do these jobs, and inspired her to take those next steps. “This internship was a key aspect of my applications and has been one of the most influential experiences in my career path.” 

3. Zane Hartog, Fall 2021 Intern, Program Analyst at the US Department of Justice

Zane Hartog’s interest in policy research and evaluation led to his current position as a Program Analyst with the US Department of Justice. In this position, Zane works with global partners to combat issues of cybercrime and intellectual property rights enforcement. In his own words: “Our team places Department of Justice attorneys at U.S. Embassies across the world, where they work with foreign partners to build capacity in combating cybercrime and intellectual property rights enforcement. My role has enhanced my view of international development by demonstrating that broad cooperation is essential in dealing with issues that are cross-border or global in nature.”

 Hartog shares that the breakthroughs he has seen in this realm of work revolve around the people in it, the breakthroughs come about “by getting the right people together, from one country or from multiple countries, and creating a space for ideas and tactics to be shared openly. Oftentimes, international development implies one developed country providing support, knowledge, or resources directly to a single lesser developed country. While this traditional mechanism does have its merits, greater inclusion, either at a national or semi-national level, has proven to be a more effective approach. By facilitating partnerships and fostering dialogue among diverse stakeholders—including governments, international organizations, non-governmental organizations, and private sector entities—complex global challenges can be addressed more comprehensively.”

Sustainable Tourism
Photo by Tomáš Malík on Unsplash

You Could Be a Sustainable Tourism Intern Too!

The Solimar sustainable tourism internship provides an amazing professional development opportunity for students who have a passion for sustainability, international development, and, most importantly, travel! Connecting with a diverse group of like-minded students who are scattered around the world and networking opportunities with hundreds of previous Solimar intern alumni makes the 3-month internship a valuable one. Through this internship, you gain exposure to real-world jobs that may incorporate all of your passions into one! 

Interested in working with us? Learn more about our virtual internship opportunities here!

How Green Finance Can Address the Increasing Demand for Sustainable Tourism

Written by Yaseen Eiweida on . Posted in Blog.

The world of travel and tourism has helped strengthen both rural and urban communities while also economically empowering local businesses. However, in recent years, there has been a noticeable shift in demand within the tourism industry. We are now seeing an increasing preference for more sustainable tourism options, and green finance is proving to be a viable solution. This trend reflects a desire for tourism practices that not only promote sustainability but can also drive the market for sustainable travel forward in the long term.

In 2024, there are many opportunities in the post-pandemic era of tourism to capitalize on. Climate change remains one of the greatest challenges facing our environment, as well as the tourism industry. Both well-established destinations and up-and-coming ones are having to adapt to climate change. It is important that we design and implement certain measures to mitigate the harmful effects of climate change felt by communities trying to promote new tourism opportunities. A crucial step towards this goal is financing the development of these necessary strategies. Green finance offers the necessary funding and incentives for developing sustainable tourism initiatives. It addresses the growing demand for eco-friendly travel options and ensures the preservation of natural and cultural resources.

The Rise of Sustainable Tourism

What is sustainable tourism? Sustainable tourism recognizes the future impacts of tourism initiatives while considering the environmental, social, governance (ESG), and economic consequences. It takes into account the needs and wishes of travelers while placing equal importance on the environment and host communities. 

Sustainable Eco Lodge
Sustainable Retreat: Nature Resort in Sapa, Vietnam

With the continuous predicament of climate change, travelers from all over the world have started to take into consideration the sustainability commitments and records of destinations and providers. In fact, many travelers are even ready to pay a premium for more sustainability in their itinerary. Environmentalists and activists aren’t the only ones driving the growing demand for sustainable tourism. Many people are simply seeking to make more responsible travel choices and contribute to a better future. Looking at the numbers, the size of the global sustainable tourism market is currently valued at $2.61 billion in 2024 and is projected to soar to $8.73 billion by 2031. This not only represents an opportunity for tourism providers to accommodate more travelers, but it is also an opportunity for investors. When comparing the demand for more sustainable tourism versus the supply of options, the numbers are shocking but represent an opportunity for growth. Globally, the sustainable tourism industry is estimated to make up just 2–5% of the travel and tourism industry. Yet, around 80% of travelers said that sustainable tourism was important, and they would want to adopt more sustainable travel practices. 

What do Responsible Tourists Want? 

In order to understand how the world should finance and invest in sustainable and responsible tourism, it is important to understand the requests of travelers. In the context of the demands of many global travelers, they wish to see more sustainability in six key areas. Expedia Group’s sustainable travel study from 2023 indicates that travelers are willing to pay more for:

  1. Transportation
  2. Food
  3. Activities & Experiences
  4. Lodging & Accommodation
  5. Purchases or Gifts 
  6. Engaging with Local Cultures  

Even though tourists aiming to travel more responsibly might not fully grasp all the nuances involved, the crucial point is that there is a clear demand for this type of travel. People want to lower their carbon emissions when they travel, choose food from sustainable sources and producers, support regional communities, purchase gifts, and engage with local artisans and craftsmen, amongst other sustainable practices. Growing the socioeconomic status of local tourism providers has always been important to the world of international development, as highlighted by many of the United Nations’ Sustainable Development Goals (SDGs). Therefore, now that there exists a market with a genuine demand for more sustainable travel options, and travelers who are even willing to pay more for these options, the time has come to address these demands and fill gaps within the industry. 

Intangible Cultural Heritage
Thailand’s Intangible Cultural Heritage Provided by Local Artisans and Craftsmen

Recognizing the Importance of Green Finance

In recent years, there have been many green finance success stories that highlight the potential and success of sustainable investing. Globally, the transition to decarbonize the economy requires massive investments. Through green finance, investors in both the public and private sectors can direct their investments towards acts to lower emissions and mitigate climate change. The concept of green finance should not be confused with a risky investment for the sole purpose of helping the environment. Investors involved in green finance are actively reducing their risk. Today, investing in carbon-intensive initiatives has more risks than ever due to the transition to more responsible business practices. Aside from the risks, green financing can also support job growth in new industries and create more business opportunities that do not harm the environment in the way traditional tourism does. Those who embark on these opportunities can help private and public organizations satisfy their climate goals.  

Sustainable Tourism Eco Lodge
Undisturbed Accommodation: Thai Eco Lodge using vernacular architecture and a circular water system

Understanding Green Financing  

Green financing refers to the economic activity aimed at maximizing environmental benefits and/or reducing risks associated with climate change. For example, a company that secures a loan to upgrade its portfolio of houses with more energy-efficient systems, such as solar panels, contributes to green finance. In turn, those living in the house also are lowering energy consumption and utility expenses. This reinforces the idea that green finance is a win-win for everyone. In the long term, the goal of green finance is to establish a flow of financial resources toward investments that contribute to a more sustainable and resilient economy. In the tourism industry, this includes addressing climate change and other environmental challenges.

Green Finance Diagram

Promoting Sustainable Business Practices in Tourism

Contributing to sustainable development requires a change in the way businesses think. Businesses not only need to address the environment when making decisions, but they need to instigate changes in their consumer’s behaviors. If tourists wish to travel more sustainably, there needs to be sufficient opportunities for them to do so. In order to accomplish this, there are several different financial instruments and initiatives in green finance:

  • Green Bonds: a debt security issued to finance projects that positively address environmental change.  
  • Green Loans: loans granted to projects or businesses that contribute to environmental sustainability (green loans typically come with favorable terms and conditions).
  • Green Equities: when shares of equities/stocks are re-invested in companies that promote positive environmental results.
  • Crowdfunding: obtaining funding from a large pool of interested backers to make an impact through sustainable initiatives.
  • Public-private partnerships (PPPs): collaboration between governments, financial institutions, and private companies to fund and implement sustainable projects.

While each instrument is a great contributor to sustainable development, businesses in tourism need to identify their green goals. The first obvious step would be to assess the potential of the project: What are the potential outcomes or challenges? Businesses should consider the needs and wants of stakeholders. What are the regulators looking for? Investors? Employees? Customers? And so on. While there is a demand for more sustainability in tourism, it is not a one-size-fits-all solution. The following step is to choose which finance option is best suited. Each has different advantages and disadvantages depending on the context, so it is important to choose wisely to attract investment. Although investors want to participate in socially responsible investing, they also will look to minimize risks. 

South Korea: A Model for Integrating Green Finance with Tourism

South Korea, officially the Republic of Korea (ROK), is emerging as a leader on the path towards financing green growth opportunities. To meet the country’s ambitious climate goals, financial institutions have announced a $313 billion green financing plan to be implemented across many sectors of the economy, including travel and tourism. Dating back to 2008, stakeholders in Korea’s tourism sector have been identifying countermeasures against climate change. Several years later in 2016, the heritage sectors of the tourism sector began implementing measures to protect the country’s most vulnerable cultural heritage assets. The national government has also played a key role in addressing climate change in tourism as they have focused efforts towards adaptation and mitigation. For the government, the key to adaptation is minimizing the effects of climate change on tourism and cultural heritage. In contrast, mitigation efforts involve leveraging these sectors as a source of education and knowledge to reduce greenhouse gas emissions. 

South Korea stood as one of the countries that positioned climate change as a national priority and prepared both the legal groundwork and heavy investment to support this priority. The national government has been involved with monitoring and conducting follow-up measures to adaptation policies and investment schemes. They also spearhead the campaigns to raise awareness of the need to deal with climate change responsibly and immediately. The government also actively promotes low-carbon tourism services using low-carbon transportation, local food, and locally crafted goods, alongside the green transformation of infrastructure. South Korea stands out as a leader and exemplary model in financing and taking initiative against climate change in the tourism sector.

Investment Opportunities to Support Sustainable Growth in Tourism

Many of the key components of sustainable development and environmental management are being overlooked in tourism. Some of these include energy efficiency, waste management, water management, biodiversity, and cultural heritage. By incorporating these components, tourism operators and investors can contribute to the SDGs and be innovative. The key to unlocking this growth is to encourage responsible investing and introducing new opportunities. When aspects of sustainability such as cultural heritage and biodiversity are being funded, the tourism operators can leverage them to promote their destination.

Sustainable Tourism Infrastructure
Coastal Protection: Mangroves help to bind and build soils, reduce erosion, and act as wave breakers to offer protection from rising sea levels

Solimar’s Investment Promotion strategies have successfully secured more than $8 million in debt and equity commitments for ecolodges within or on the borders of national parks. Further, Solimar’s principals have successfully promoted tourism-related investments totaling more than $350 million. At Solimar, we acknowledge that demand from and within new markets will continue to rise in importance. In response, we are keen to assist these destinations by attracting investments to meet demand and achieve the existing growth potential. Solimar provides the unique prospect of offering end-to-end investment promotion solutions. This includes prospectus development and production, investor recruiting, and sourcing debt and equity financing for a wide range of project types across the globe. 

The Role of the Public Sector

Although private contributions are effective in tourism and economic development, the public sector has a significant role. In tourism projects, there are typically many parties involved with many goals. These may include tour operators, local governments, and destination management organizations (DMOs), all of whom have expected outcomes for projects. Therefore, public-private partnerships are a great strategy to represent the interests of all stakeholders involved and meet expected outcomes. PPPs offer a greater variety of sources of investment, technology, knowledge, and management expertise. The model is a great method to enhance the supply of resources for development and to help steer demand towards sustainable tourism. In addition, PPPs can extend the cost of a project over a longer period, allowing public funds to be allocated to areas where private investment is either unfeasible or unsuitable. However, PPPs should not be viewed as a solution to public-sector budget constraints or funding shortages; instead, they should be utilized as a means to execute projects and services efficiently and cost-effectively.

PPP for Sustainable Development
Public-Private Partnership: Building Spain’s Modern Train Stations

Not only is public sector involvement helpful, it’s vital. Unlike the private sector, governments usually have to cater to the whole population rather than certain stakeholders. They must be impartial and not have hidden agendas to protect. The public sector can also drive change within the private sector. Through incentives and mandates, governments can enhance private sector sustainable tourism efforts. Given the value each sector adds to the industry, partnerships are at the core of sustainable tourism. By spreading out the risk, and reducing the upfront costs imposed on public budgets, it’s vital for governments to consider partnering with private sector stakeholders. 

Public-Private Partnership for Sustainable Tourism

The Path Ahead and Progressive Strategies

With the emergence of a new travel pattern amongst tourists, we must offer new opportunities. We must steer consumers to more sustainable travel and make responsible decisions. Although there is a segment of travelers who desire to experience greener, more sustainable travel, there are also those who are not yet inspired by sustainability but who could be influenced. Celebrating the transition to an eco-friendly brand of travel should become a key component of the journey towards a sustainable future. To promote these changes, it’s key we broaden the dialogue to appeal to different segments of travelers. 

Cities with the potential and resources to spark change should take the lead and set the example. Cities should embrace policies that facilitate the relationship between financial markets and opportunities for green finance. This relationship is key to attracting the assets and capital required to deliver successful sustainable projects for travelers. The diversification of financing opportunities is also an important avenue for growth. No two projects are alike, and no two projects face the same challenges. This means that in order to accomplish goals, there must be ample opportunities to finance these endeavors. 

From an internal perspective, to obtain the means of investment, projects must have significant profit potential. Projects must be highly marketable to entice investors. Business plans and prospectus development strategies must be thorough and feasible. Additionally, effective risk management strategies should be in place to address potential challenges and uncertainties, giving investors confidence in the project’s stability. Highlighting the long-term sustainability potential can also attract socially responsible investors who are seeking opportunities to expand their portfolios. By combining these elements, projects can become more attractive to investors, ensuring a higher likelihood of securing the necessary funding.

Interested in our services for Investment Promotion? Contact us to learn more.

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.

Defying Seasonality in Strategic Destination Planning

Written by Christos Anastasiou on . 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 Japan. Japan is a destination negatively affected by seasonality.

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. Whilst seasonality remains moderate in Paris, where the Louvre is, overtourism is high, and is a key concern for the protection of the Louvre's artwork.

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-seasons resort that aims to mitigate seasonality

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

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