Tag: sustainable development

Tourism Development and Social Justice: A Cross-Discipline Approach

Written by Aleena Norris on . Posted in Blog, Uncategorized.

What are Cross-discipline Approaches, and Why are They Important? 

Cross-discipline approaches refer to research or practices involving two or more academic disciplines. Using a cross-discipline approach when exploring tourism and social justice is important, because cross-discipline research: 

  1. Provides understandings of complex social issues that require various approaches to solve
  2. Allows researchers to reach a wider audience and communicate diverse viewpoints
  3. Enables researchers to open up new areas of research and answer questions that traditional disciplines do not ask

By using cross-discipline approaches, we can develop more solutions that address the complex challenges of promoting social justice in tourism development.

The Intersection of Tourism Development and Social Justice

Social justice is the principle that all individuals and communities should have equal access to opportunities, rights, and resources, regardless of their background, identity, or social status. It involves addressing and correcting systemic inequalities and fighting to create a more inclusive society. The five principles of social justice include: human rights, participation, equity, diversity, and access to resources.

In the context of tourism, social justice seeks to address power imbalances, reduce inequalities, and ensure that tourism contributes positively to the social and economic well-being of all active and passive participants.

Tourism’s Impact on Communities

On the positive side, when integrated with social justice principles, tourism can promote cultural preservation, offer training and employment opportunities, and give a voice to communities in the planning and management of tourism initiatives. 

Tourism Development and Social Justice in Local Tours. Image Credit: Pekic on iStock.
Image Credit: Pekic on iStock.

However, on the negative side, unchecked tourism development often leads to the displacement of local populations, commodification of culture, and the dispossession of land. Land is appropriated for tourist facilities, and traditional ways of culture are often commercialized and distorted to meet tourist expectations. Additionally, profits from tourism can disproportionately benefit outside investors, exacerbating existing inequalities. 

Inclusive Practices in Tourism Development

Therefore, tourism must be developed with a deep commitment to social justice, ensuring that all community members are actively involved in decision-making and share in the benefits. Let’s look at some inclusive practices in tourism development. 

 

1. Community-Based Tourism (CBT)

Projects like community homestays, where tourists stay with local families, allow communities to better control the tourism experience. This ensures that revenue directly benefits the community and promotes cultural exchange and preservation.

2. Fair Wages and Working Conditions

Ensuring that all workers, especially locals, receive fair wages and safe working conditions is vital. Initiatives that provide training and career advancement opportunities for local residents empower them to take on leadership roles within the tourism industry.

3. Participatory Planning

Involving local communities in the planning and decision-making processes of tourism projects ensures their needs and voices are prioritized. Participatory planning might include, at the very least, consulting communities before developing on their land, or ensuring that tourism strategies align with local cultural values. 

4. Sustainable Development

Implementing eco-friendly practices that protect local environments and respect cultural heritage is another inclusive practice. This approach benefits both the community and the tourists, ensuring long-term sustainability.

Exploitative Practices in Tourism Development

To better understand the importance of cross-discipline approaches between tourism and social justice efforts, let’s also look at some exploitative practices of tourism development.

1. Land Displacement

In some cases, tourism development leads to the forced displacement of local communities to make way for resorts, hotels, or other tourist facilities. This often happens without fair compensation or consideration of the land’s cultural significance.

2. Cultural Commodification

Commodification is the act of taking something’s original form and commercializing it in order to be consumed. When local traditions, customs, or sacred sites are commercialized for tourism without the consent or involvement of the community, it can lead to the erasure of cultural identity. 

3. Unequal Distribution of Benefits

Tourism often leads to economic benefits being concentrated in the hands of large corporations or wealthy individuals, while the local communities, particularly marginalized groups, see little to no benefit. This increases local inequalities and exacerbates poverty.

4. Poor Working Conditions

Exploitative practices include underpaying local workers, subjecting them to unsafe working conditions, or offering no job security. This is particularly harmful to marginalized groups, who may have fewer alternative employment opportunities.

5. Overtourism

A study from the University of Nebraska found that overtourism decreases the quality of life for residents, including housing costs, limited economic opportunities, and the misuse of public spaces. 

Overcrowded and unsustainable tourism development in Australia. Image Credit: danefromspain by iStock
Image Credit: danefromspain by iStock

These examples highlight the need for socially responsible planning in tourism development, which ensures that the benefits are shared equitably and that local communities are protected from exploitation.

Cross-Discipline Approaches to Tourism and Social Justice

Community-Based Tourism (CBT)

Community-based tourism  (CBT) is a powerful model for empowering local communities and promoting social justice. CBT emphasizes the involvement of local residents in tourism planning and management, ensuring that they have a voice in the industry. This approach helps preserve cultural heritage by showcasing authentic local traditions and practices, rather than distorting them for tourist consumption. Additionally, CBT often prioritizes fair wages and equitable distribution of economic benefits, which supports local economies and reduces inequalities. By centering the needs and voices of community members, CBT allows a more inclusive form of tourism that aligns with the principles of social justice.

Sustainable Development Goals (SDGs)

Sustainable Development Goals for Tourism Development and Social Justice.
Image Credit: Anson_iStock on iStock.

Additionally, tourism and development efforts can be effectively aligned with the United Nations Sustainable Development Goals (SDGs) to promote justice and reduce inequality. For example, SDG 10, which focuses on reducing inequality, is directly relevant to tourism development, as it addresses the need for equitable distribution of economic benefits and opportunities. Similarly, SDG 11, which aims to make cities and human settlements sustainable, supports the integration of tourism into urban planning in a way that benefits all residents. By connecting tourism initiatives with these global goals, we ensure that development efforts support economic growth as well as contributing to a fairer and more just world. 

 A Solimar Case Study: Tourism Development and Social Justice Principles on Atauro Island

The beautiful scenery of Atauro Island.
Image Credit: Timor Leste, faizzaki on iStock.

In 2019, under the efforts of the USAID Tourism for All Project, Solimar began working with local communities of Atauro Island to help establish a Destination Management Organization (DMO) known as ATKOMA. By leading tourism development initiatives on the island, the Asosiasaun Turizmu Koleku Mahanak Atauro (ATKOMA) helps to ensure that tourism directly supports the community, and that its development includes the voices and vision of local people. This strategic plan for tourism development successfully integrates social justice principles and Community-Based Tourism, with the hopes of creating more economic opportunities for local communities. Read more here. 

Challenges and Criticisms of the Intersectionalities of Tourism Development and Social Justice. 

Despite proven successes, there are challenges to integrating social justice into tourism and development efforts. Some barriers include: 

1. Lack of Resources

Lack of resources hinder local communities ability to engage in and benefit from tourism projects. Financial constraints, limited access to training, and inadequate infrastructure often prevent communities from fully participating in or utilizing tourism opportunities. 

2. Resistance from Stakeholders

Resistance from stakeholders, including government bodies, private investors, and even community members, effect efforts to implement equitable practices. These stakeholders often prioritize short-term economic gains over long-term social justice goals.

3. Cultural Misunderstandings

When tourism initiatives are designed without a deep understanding of local cultures and values, they can perpetuate stereotypes and exploit cultural heritage. This lack of cultural sensitivity can minimize the effectiveness of social justice efforts and alienate the communities they aim to support.

4. “Tokenism”

“Tokenism” describes tourism projects that include symbolic gestures of inclusion or community involvement without actually implementing substantive changes. For example, involving local communities in promotional materials or brief consultations without giving them real decision-making power or a fair share of the benefits is a token effort rather than a genuine commitment to social justice. These superficial measures perpetuate existing inequalities and undermine trust between stakeholders and the local communities they seek to serve.

Addressing these challenges requires a genuine effort to ensure that tourism and development projects are well-intentioned and genuinely effective in promoting social justice. This involves transparent practices, meaningful community engagement, and a commitment to addressing systemic inequalities at every stage of the process.

Final Thoughts on Integrating Tourism Development and Social Justice

Additionally, educating tourists about the impact of their travel choices on local communities and environments leads to more responsible behavior and support for ethical tourism practices. Tourism companies and organizations are responsible for providing resources and information that raise awareness about the importance of social justice, cultural sensitivity, and environmental sustainability. Advocacy efforts should focus on amplifying the voices of marginalized communities in tourism planning and policy-making processes.

Social Justice team working together.
Image Credit: Thirdman on Pexels.

These examples highlight the possibility of developing tourism projects that advance social justice principles. However, this requires a commitment from all stakeholders: tourism companies, developers, policymakers, and tourists themselves. The commitment to prioritize the well-being of communities over short-term gains is vital. By incorporating community-led initiatives and continuing to push for these best practices, we can ensure that tourism contributes to a more just and equitable world for everyone. 

Interested in how we can help you combine social justice principles within your tourism efforts? 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.

Local artisans Vietnam

Local Artisans and Craftsmanship Revival Through Tourism

Written by Ibrahim Eiweida on . Posted in Blog.

Local Artisans and Craftsmanship Revival Through Tourism

Artisan development and craftsmanship are important tools for local economic development and job creation. Tourism has helped restore and close the disconnect between rural and urban craftsmen and their networks and markets. The increased influx of visitors has provided artisans with a greater market presence and demand for their goods and services, pushing their craft businesses to new heights of success and sustainability.

However, there remains the potential for greater promotion of these economic activities within the tourism sector. As well as the preservation of crafts by bringing in opportunities to local artisans. By working closely with artisans, we can capitalize on and promote their existing traditions and artistic products. Let’s ensure that these valuable cultural assets are preserved and shared with a wider audience. Together, we will explore the dual benefits and synergies that emerge through local artisans and craftsmanship and tourism. Craftsmanship not only invites tourism and destination development through the authenticity and uniqueness of its attractions, but tourism also supports local artisans and cultural entrepreneurs, fostering shared prosperity. Join us in celebrating the resilience of cultural heritage and sustainable tourism. Discover how local artisans create a sense of identity, belonging, and community cohesion.

Preserving Heritage: Traditional Craftsmanship and Architecture in Old Cairo, Egypt

Celebrating Intangible Cultural Heritage

The year 2023 marks a significant milestone in the world of cultural preservation. We celebrate the twentieth anniversary of the Convention for the Safeguarding of the Intangible Cultural Heritage, adopted on October 17, 2003, by the 32nd session of the General Conference of UNESCO. Honoring cultural identities bridges the gap between different social groups. It also leads to upward mobility. This anniversary provides a unique opportunity for all to raise awareness about the diversity and richness of intangible cultural heritage and in fostering international cooperation.

What are Tangible and Intangible Cultural Heritage?

Cultural heritage is a broad term that includes tangible and intangible expressions of human culture:

  • Tangible cultural heritage refers to physical objects and areas with societal significance, such as archaeological sites, museum collections, landmarks, and, for example, the places that are listed on the World Heritage List. These can be preserved and transmitted to future generations through conservation, restoration, and education.
  • Intangible cultural heritage, on the other hand, refers to traditions or living expressions and practices. It includes performing arts, rituals and festivals, traditional knowledge and skills to produce crafts, and languages. Because intangible heritage is constantly recreated, it is transmitted through oral transmission, apprenticeship, and participation.

Shanghai’s Intangible Cultural Heritage: Handcrafting Traditions in China

Artisanal Preservation, Conservation, and Sustainability

As custodians of intangible cultural heritage, there is a need to grow the socioeconomic status of artisans. We need to protect traditions and promote the development of sustainable practices. Artisanal crafts play a significant role in conservation efforts by fostering ecological and cultural preservation. Traditional tribal crafts provide alternative income sources for local communities, reducing their dependency on forest resources for subsistence. This, in turn, helps mitigate the current social-ecological crisis while promoting the renewal of biodiversity and cultures.

Furthermore, maintaining cultural diversity in the face of growing interconnectedness and globalization can help with intercultural dialogue while encouraging inclusive thinking and mutual respect for other ways of life. Local artisans pass down their knowledge, skills, and craftsmanship from one generation to the next. Their work is not only about creating beautiful products. It’s about sustaining the stories, rituals, and practices that define who we are as a society.

Narrative Artistry: Unveiling China’s Vibrant Performance Traditions

Unlocking the Power of the Creative Economy

The creative economy, as a set of art and culture, design, and innovation industries, creates job opportunities and stimulates economic growth. It promotes entrepreneurship in the cultural sector, leading to an overall diversification of national economies. The creative economy contributes contributes just over 6.1% to the global gross domestic product (GDP), averaging between 2% and 7% of national GDPs worldwide.

Creative assets have untapped potential to deliver socially inclusive, competitive, regenerative, and economic benefits for cities and communities. Cultural and creative industries are at the heart of the creative economy and make cities more attractive places for both residents and visitors.

Understanding Cultural and Creative Industries

Cultural and creative industries are economic activities that enable culture and creativity to contribute to and promote rural-urban and socio-economic development. These industries safeguard local ownership and contribute to social cohesion at the grassroots level. They enable creative networks to develop and create opportunities for marginalized communities and individuals who are often economically excluded.

According to estimates from UNESCO, the cultural and creative industries currently provide nearly 30 million jobs worldwide and employ more people aged 15−29 than any other sector. Nearly half of the people working in the cultural and creative industries are women. This opens up new opportunities to address gender inequalities and women-focused investments.

Empowering Artistry: Women Crafting in West Bangalore, India

In 2021, the European Union expanded its Creative Europe programme, which now includes a budget of € 2.44 billion, compared to € 1.47 billion of the previous programme (2014-2020). The objectives of the programme are to enhance European cultural and creative industries, which, as expressed by the European Commission, include:

  • Architecture
  • Libraries and museums
  • Design and artistic crafts
  • Audiovisual, including radio, music, and visual arts
  • Tangible and intangible cultural heritage
  • Festivals and performing arts
  • Literature, books, and publishing

Tokens of Remembrance in Paris, France: Cultural and Creative Industries in Souvenir Craft

The Organisation for Economic Co-operation and Development (OECD) highlights the significant social impacts of cultural and creative sectors and industries, from supporting health and well-being to promoting social inclusion and local social capital. UNESCO and the World Bank have developed a Cities, Culture, and Creativity Framework to support cities in unlocking the power of cultural and creative industries for sustainable urban development, city competitiveness, and social inclusion.

Leveraging Tourism to Support Cultural Products, Values, and Heritage

Cultural and creative industries offer tourists an emotional experience that is different from tangible cultural heritage. Today’s high-value travelers seek authentic cultural experiences. Visitors want to go beyond just visiting landmarks and monuments. They want to experience the social practices that shape cities’ identities and cultures.

Fostering Tourism and Empowering Artisans

Cultural heritage and sustainable tourism preserve and celebrate authentic cultural expressions while fostering inclusive growth and community well-being. When tourism underpins cultural and creative industries, artisans are empowered. Their practices and customs are supported. This fuels economic vitality and establishes a relationship between cultural preservation and sustainable destination development.

Beijing’s Artistic Heritage: Handcrafts in China

Solimar’s Craft and Tourism Program improves the cohesion between the craft and tourism sectors. It does so by creating stronger linkages between the two along an integrated value chain. At Solimar, we recognize the dual benefits and synergies that exist between craftsmanship and tourism. By increasing access to the tourism market, artisans can grow their revenues and profitability. We thus link tourism demand with craft supply, creating direct linkages between craft and tourism experts and developing integrated marketing and promotion tools to help with destination planning. This, in turn, invites tourists and strengthens the networks and circuits in and around craft workshops. As a feasible strategy for local economic development, it allows the craft producer to build relationships with tourists. It also promotes and sustains traditional craft production practices.

The Importance of Diversification and Innovation in Destination Development

Handcrafts remain an important tool in traditional craftsmanship. Tourists often buy different products to take home as souvenirs or gifts. However, many tourists want to have a varied and rich experience that extends beyond handcrafts and towards gastronomy, performances, local costumes, traditional-style homestays, vernacular architecture, and all other cultural and creative industries that specialize in any particular tourism destination. This fills the hearts and minds of travelers with an emotional experience they will never forget when visiting a new destination. Let alone contributing to a longer stay, which means more spending and a higher rate of tourist satisfaction. Tourists now seek immersive experiences. This includes hands-on crafting, dancing with artisans, and cooking traditional food alongside locals, which promotes slow food and the value of leisurely dining over fast food.

Anhui, China’s Tea Festival: Savoring Tradition and Taste

The Culinary Tapestry of Experience

In the realm of tourism, gastronomy and cuisine hold a key role. The power of local flavors, recipes, and culinary traditions is remarkable. As tourists engage in these adventures, they not only savor the taste of a region but become part of the cultural narrative. Dining becomes an art form, and it is within this artistry that the emotional experience takes root. Travelers are filled with a profound connection to the destination, its people, and its heritage when they share in the preparation and enjoyment of local dishes.

Creative and Innovative Street Food Gastronomy in Hanoi, Vietnam

The journey shifts from being a passive observer to an active participant, shaping a more memorable and profound experience for all. The future of destination development lies in embracing diversity and innovation. Weaving together the threads of tradition and creativity into experiences that captivate and resonate with modern travelers.

The Way Forward and Recommendations

As we conclude our exploration into the revival of local artisans and craftsmanship through tourism, it is evident that the journey is rich with significance, promise, and optimism. Our understanding of the mutual gains and synergies created by the partnership between craftsmanship and tourism has illuminated the path to more inclusive and resilient travel. The importance of intangible cultural heritage cannot be discounted as we shift from a focus on tangible patterns to a profound appreciation for the customs, traditions, and practices that define identities and cultures.

Cities around the world must effectively provide the means and resources to promote the development of creative and cultural industries. The creative economy holds important outcomes in terms of urban regeneration, local economic development, and social inclusion. For tourism and social inclusiveness to be resilient, diversification and innovation in destination development are needed. Celebrating handcrafts, local costumes, performances, and gastronomy have become key components in providing visitors with immersive and emotional experiences.

In the ever-evolving world of travel, it’s not just about seeing new places but about participating in the cultural stories of communities. As tourists seek deeper, more meaningful connections, artisans and local traditions take center stage, crafting unforgettable experiences that contribute to a longer stay and higher rates of satisfaction. The future of tourism and destination development hinges on embracing the diversity, heritage, and innovation that local artisans bring to the table. As we move forward, let us continue to support and celebrate the local artisans who are the guardians of living heritage, ensuring that it thrives for generations to come.

Interested in how we can help you with artisan development and linkages? Contact us to learn more.

Understanding the Benefits of Agritourism

Written by Lindsey Johnson on . Posted in Blog, Uncategorized.

Discover the perfect experience for foodies, climate-conscious travelers, and those seeking genuine connections with the people and places they visit.

What Is Agritourism? 

According to the National Agricultural Law Center, “agritourism can be defined as a form of commercial enterprise that links agricultural production and/or processing with tourism to attract visitors onto a farm, ranch, or other agricultural business for the purposes of entertaining and/or educating the visitors while generating income for the farm, ranch, or business owner.” Agritourism typically overlaps with gastronomy tourism and wine tourism.

Farms engaging in agritourism often fall into the smaller-scale, organic category. They actively promote and support local food systems, which inherently fosters greater sustainability compared to industrialized agriculture. These types of agricultural businesses often serve as central pillars for the farm-to-table and slow food movements, embodying principles of mindful consumption and strengthening the connection between consumers and the land.

Agritourism Overview
Source: Chase, L. C., Stewart, M., Schilling, B., Smith, B., & Walk, M. (2018). Agritourism: Toward a Conceptual Framework for Industry Analysis. Journal of Agriculture, Food Systems, and Community Development, 8(1), 13-19. https://doi.org/10.5304/jafscd.2018.081.016

Agritourism operators offer a diverse array of activities and cater to a wide range of interests. These offerings can vary from simple farm tours to more comprehensive experiences, such as on-site dining and lodging. Agritourism activities encompass a broad spectrum, covering elements of hospitality, education, outdoor recreation, entertainment, and direct sales, all within the backdrop of a working farm or rural setting.

Some example agritourism activities include:

  • Farm-to-Table Cooking Classes
  • Organic Farm/Vineyard Tours
  • Educational Workshops
  • Harvest or Traditional Food Festivals
  • Farm Stays
  • Culinary Trails
  • Food & Wine Pairing Experiences
  • Agricultural Work Exchanges (i.e. Wwoof)
  • Farm Shops and Markets
  • Events (concerts, team building)

Agritourism, particularly when farms use regenerative agriculture and other sustainable practices, can promote sustainable development across the globe. 

The Role of Agritourism in Sustainable Development 

Economic Benefits

Agritourism can support communities by generating income, creating jobs, and supporting local economies. In fact, one of Solimar’s destination management strategies is to foster agricultural linkages: “The development of agritourism tours and demonstrations as attractions in rural areas provides the potential for creating or expanding micro, small, or medium-sized enterprise (MSME) core and supply chain businesses, including transport, food service and products, and handicrafts.” Agritourism can significantly support sustainable economic development in rural communities through:benefits of agritourism

  1. Diversification of Income: Agritourism allows farmers and rural communities to diversify their sources of income beyond traditional agriculture. Through offerings like farm stays, tours, workshops, and events, farmers can generate additional revenue streams, reducing dependence on a single source of income and making them more resilient.
  2. Job Creation: Agritourism activities often require additional staff to cater to visitors’ needs, such as tour guides, hospitality personnel, and workshop instructors. This creates local employment opportunities and curbs urban migration.
  3. Support for Local Businesses: As agritourism develops, it creates demand for various goods and services in the community. Increased tourism traffic benefits local businesses such as restaurants, handicraft shops, accommodation providers, and transportation services.

Agritourism can support sustainable economic development by providing alternate livelihoods and promoting local entrepreneurship, particularly in rural communities.

Social and Cultural Impacts

Agritourism can also serve as a way to preserve cultural heritage, foster community engagement, and enhance local pride: 

  1. Preservation of Local Culture, Traditions, and Ideas: Agritourism encourages preserving local culture and traditions. Tourists engaging in farm experiences gain insights into another way of life, local customs, and traditional practices. For example, visiting an indigenous regenerative farm can reveal how practices like regenerative agriculture stem from indigenous worldviews of reciprocity and care and that regeneration calls for large-scale relational changes that extend beyond agriculture. 
  2. Cultural Exchange: Agritourism often involves direct interaction between tourists and locals. Farmers and community members act as hosts, guiding visitors through farm activities, explaining cultural practices, and sharing stories about their heritage. Through conversations and storytelling, tourists and locals exchange cultural experiences, beliefs, and traditions. This exchange of stories fosters mutual respect and appreciation for diverse cultural backgrounds. These personal interactions offer insights into the local culture beyond more conventional tourist destinations. 
  3. Culinary Experiences: Food plays a vital role in any culture, and agritourism often involves culinary experiences that allow tourists to savor authentic local dishes made farm-to-table. These food experiences serve as a gateway to learning about local gastronomic traditions and the cultural significance and history behind specific dishes.

benefits of agritourism

By facilitating these interactions and experiences, agritourism provides a platform for cultural exchange that goes beyond the superficial aspects of travel. It encourages meaningful connections between tourists and local communities, promoting a greater understanding and appreciation for different cultures and lifestyles – ultimately driving the desire for travel. 

Environmental Sustainability

Agritourism can support sustainable agricultural practices, conservation efforts, and biodiversity preservation:soil health

  1. Sustainable Land Use: Agritourism often promotes sustainable land use practices. Farmers are encouraged to adopt eco-friendly methods and practices that enhance visitor experiences while safeguarding the land’s natural beauty and resources. Sustainable agriculture methods can also improve the farm’s long-term viability and benefit the environment.
  2. Environmental Conservation: Sustainable agriculture practices encourage environmental stewardship. Farmers and communities may adopt conservation measures to protect natural habitats, wildlife, and biodiversity, which can lead to positive ecological impacts.
  3. Biodiversity Preservation: About a quarter of the world’s biodiversity can be found in healthy soil. When nourished properly, soil can serve as a carbon sink by drawing down carbon from the atmosphere. Alternatively, degraded soil due to industrial farming releases stored carbon into the atmosphere, exacerbating the climate crisis.

Supporting regenerative agriculture through agritourism can be an effective nature-based solution for the tourism sector. 

Case Studies

La Ferme Tarenti is an excellent example of agritourism promoting sustainable development in Tunisia. Its founder, a third-generation farmer with roots in Denmark, returned to his family’s land and saw the potential for agritourism as his parents were moving away from farming. The farm embraces super-organic practices overseen by the founder’s mother and offers educational tours, a restaurant, and unique cheese-making workshops. La Ferme Tarenti contributes to the rural community by providing employment and supporting local artisans. They advocate for local food systems, welcome volunteers, and market through social media. Despite challenges, their dedication to sustainability, community involvement, and education makes them a beacon of success in agritourism.

Tenuta di Spannocchia, a historic estate in Tuscany, serves as an exemplary model of agritourism promoting sustainable development.  Dating back to the 1200s, it began as a rural noble family estate and later came under the Chineli family’s ownership in 1925. Over the last century, Spannocchia transformed from a sharecropping system to a self-sufficient farm with diversified crops and organic, regenerative agricultural practices. In the early 1990s, the current owner recognized the value of preserving the estate’s old farming traditions. Combining agritourism and education, Spannocchia now offers lodging, a restaurant, farm tours, and a farm store, focusing on internships, apprenticeships, and hosting educational programs. Its reputation for authenticity and dedication to local food systems have garnered community support and contributed to rural development in the region. Spannocchia stands out among the Tuscan agritourism experiences, providing visitors with genuine insights into sustainable agriculture and cultural preservation.

benefits of agritourism

Jardin d’Agaves, a recent agritourism venture in Hammain, Tunisia, originates from the vision of Roberta and her Tunisian fiancé, who sought to continue the legacy of his father, a landscape architect and pioneer in introducing agritourism to Tunisia. Established two years ago, this multifaceted business seamlessly integrates a farm/garden, a restaurant, and a beautiful natural landscape. Embracing organic agricultural practices, the farm strives for self-sufficiency while sourcing from local producers. Amidst the picturesque garden, visitors enjoy tours and Mexican-inspired cuisine prepared with Tunisian ingredients, reflecting Roberta’s heritage. Strongly connected to the local community, Jardin d’Agaves offers seasonal employment opportunities and fosters positive impact. By supporting local food systems and inviting tourists to volunteer in agricultural processes, the farm champions responsible practices and creates lasting connections. Despite marketing challenges in the rural setting, Jardin d’Agaves continues to attract diverse visitors and stands as a model for sustainable agritourism fostering rural development.

Why Should You Consider Agritourism For Your Next Trip?

There are many benefits if you choose to engage in agritourism. You can:

  • Connect with local people and engage in more authentic travel experiences.
  • Discover hidden gems to combat overtourism and experience lesser-known natural and cultural beauty. Check out another Solimar post on French agritourism to learn more. 
  • Indulge in farm-to-table cuisine for the ultimate food experience. If you care about having good food when you travel, you will probably have your best meal at the source. 
  • Learn about cultural heritage through a different lens- food is a wonderful blend of place, culture, and history.
  • Support small-scale farmers who use agricultural practices that are better for people and the planet and support local food systems.
  • Immerse yourself in the charm of nature and rural communities.

Given all these reasons, it is no surprise that agritourism is getting more popular. The Global Agritourism Network, founded in April 2023, addresses agritourism’s growing interest and potential to promote sustainable development. There is even a rise in centering farm experiences in luxury travel markets, exemplified in the Six Senses hotel chain, as people care more about where their food comes from.

Overall, agritourism is a mutually beneficial opportunity for tourists and rural communities, as it fosters economic growth and preserves cultural heritage and natural resources. Nevertheless, preserving the balance between tourism development and sustainable practices is essential to ensure long-term benefits and minimize potential negative impacts on the local environment and communities.

A special thanks to the agritourism businesses that inspired and informed this blog: La Ferme Tarenti, Tenuta di Spannocchia, Jardin d’Agaves, Molla Egër, Dynamite Hill Farms, Tapada de Coelheiros, Ridge2Reef Farm, and Mrizi i Zanave.

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