Tag: sustainable tourism

What is greenwashing?

What is Greenwashing? 3 Tips to Discern Sustainable Tourism Practices

Written by Laura Rankin on . Posted in Blog.

What does greenwashing mean? 

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

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

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

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

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

How to identify genuine sustainable tourism practices 

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

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

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

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

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

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

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

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

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

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

Key takeaway:

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

2. Are sustainability claims transparent and backed by data? 

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

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

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

Key takeaway:

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

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

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

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

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

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

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

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

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

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

Key takeaway:

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

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

Support sustainable practices to influence the future of tourism 

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

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

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

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

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

Fish-eye style photo of two Gen Z backpackers riding on a motorbike, a sustainable form of transportation. They are driving on a rural road in central Vietnam, surrounded by rolling hills covered with beautiful green plants. Photo by Jordan Opel on Unsplash.

Gen Z Travel Trends: Why Destinations Should Cater to a New Generation

Written by Sarah Neil on . Posted in Blog.

Tourism is a constantly changing industry that works best when it can anticipate and adapt to new trends amongst tourists. It’s in the best interest of destination management organizations (DMOs) to frequently engage in tourism planning, and to consistently navigate changing trends and adjust to new demographics. As we prepare for the changes to come in 2024, let’s take a look at how Gen Z travel trends are shaking up the tourism industry.

Why Focus on Gen Z Travelers?

Members of Gen Z are typically considered to be those born between 1997 and 2012. In the United States, they make up over 20% of the population. They’re diverse, well-educated, technologically savvy, and are likely to make big changes to many industries across the board.

You might be wondering why it’s so important for destinations to consider Gen Z when it’s still a relatively small percentage of spenders—the youngest members aren’t even teenagers yet, and the oldest are just entering their mid-20s. Here are a few reasons why it’s important to keep this group in mind: 

  • The oldest members of Gen Z will have recently graduated college and are entering the workforce. They’ll be flexing their new spending power with a growing disposable income.
  • Gen Z is among the most eager to travel after COVID-19. Many were sent home from study abroad programs or had to cancel plans for gap-year travels due to the pandemic.
  • Younger Gen Z can have a strong influence when planning family vacations. This is a significant consideration when family travel makes up about 30% of the travel industry.

Read on to discover how Gen Z likes to travel, and the trends that are changing the travel industry.

Social Media Driven Wanderlust

A young Gen Z traveler is taking a photo for her travel blog. She is standing in front of a large wall covered with light and dark blue tiles, with windows letting in lots of natural light, in Barcelona, Spain. Photo by Karsten Winegeart on Unsplash.
A Gen Z travel blogger photographs a beautiful blue tile wall in Barcelona, Spain. Photo by Karsten Winegeart on Unsplash.

Gone are the days of brick-and-mortar travel agencies or dusty guide books listing off the same ‘cities that everyone needs to see before they die’.

Online resources are the predominant method for modern travelers to use when developing their travel plans. TikTok has frequently been regarded as Gen Z’s new preferred search engine, with 40% using the app for inspiration (the #travel hashtag on TikTok has over 182 billion views). For Gen Z, active social media use and hyper-connectivity have been dominating features for most of their life. The world is made so much smaller through the internet—never before has someone been able to see and connect with people and places on the other side of the world.

This increasingly globalized world creates an incredible resource for tourism marketing. Tourism has always been a visual industry. People are more willing to travel somewhere if they can see what that place looks like and, by extension, if they can imagine themselves there. Social media can show corners of the world that may never have been highlighted by the traditional travel brochures or guide books, inspiring waves of people to explore off the beaten path.

Across all industries, influencers have largely replaced traditional forms of advertising and marketing. People are much more willing to engage with a product if they feel that they can trust the source. Travel influencers are able to uniquely market destinations in a way that comes across as authentic and relatable, and is the Gen Z travel trend that may have the biggest impact in how the tourism industry looks in the future.

Travel influencers in Tunisia

Solimar has recognized the importance of social media use in destination marketing, as can be seen through our collaboration with the USAID Visit Tunisia project. The campaign, called “Tounes Lik”, worked with two travel influencers to promote domestic tourism in Tunisia, and at the time of this blog post’s publication, saw a major increase in engagement with the campaign’s social media pages: a 37% follower increase on Facebook and 300% follower increase on Instagram. In this follow-up blog, Visit Tunisia celebrated an increase in bookings for the companies featured in the “Tounes Lik” social media content, proving that these travel influencers had a direct impact on the domestic tourism industry in Tunisia.

It’s crucial for destinations to have a strong online presence. Accounts on Instagram, TikTok, and YouTube are great ways to get the attention of Gen Z travelers, and intentional collaboration with travel influencers and content creators can promote businesses and destinations to viewers all around the world. 

Developing Digital Nomad Havens

A Gen Z traveler sits on a sandy beach with the ocean in the background. She is leaning against a bright orange suitcase and is working remotely on both her phone and laptop. Photo by Anastasia Nelen on Unsplash.
Gen Z traveler sits on the beach, leaning against her suitcase and looking at both her phone and laptop. Photo by Anastasia Nelen on Unsplash.

A digital nomad is someone who moves to another country with the intention of working remotely for an employer in their home country. As remote work becomes increasingly common across many industries worldwide, many Gen Z individuals are opting to exchange the typical office lifestyle for a life on the road. This trend increased following the COVID-19 pandemic, when many businesses decided to keep employees working from home. Many see remote work as promoting a better work-life balance, and lots of Gen Zers are using this as an opportunity to become a digital nomad.

Many countries are developing digital nomad visas to attract adventurous workers to stay for longer periods. This visa scheme can also help address the problem of “brain dumps” (skilled workers immigrating to other countries to find work). It can also really help to stimulate the local economy following the economic plateau caused by the pandemic. 

Immigration Advice Service listed 42 countries offering some form of digital nomad visas, across Europe, the Caribbean, South America, the Middle East, and Asia. There are many incentives for remote workers to become a digital nomad, including: 

  • Little to no income tax to be paid towards the host country (Croatia, Costa Rica)
  • Lower cost of living, especially for those coming from the United States (The Republic of Georgia, Saint Lucia)
  • A simplified path to extended stay visas and residencies (Greece)

A word of caution: the challenges of digital nomadism

Life as a digital nomad can be sweet. However, the huge influx of wealthy foreigners can sometimes be detrimental to the destinations.

In the time since the visa has been established, the cost of living has risen exponentially in many destinations popular among digital nomads. Mexico and Spain, for example, have seen housing prices skyrocket. This forces the locals to be evicted to make space for those who can afford these rising prices with higher foreign incomes, potentially fostering resentment among the local population.

Digital nomad visas are still relatively new and might not have as many regulations or restrictions as other visa schemes. As Gen Z gets older and more people are sticking to a hybrid work environment, it’s important that digital nomad visas are thoughtfully developed alongside DMOs in order to best support both the traveler and the destination.

Gen Z and Sustainable Tourism Practices

Bright yellow CityCycle bikes are lined up next to the pavement on an urban road in Brisbane, Australia. The popularity of sustainable forms of travel have made these bike rental companies much more common throughout the world. Photo by ZACHARY STAINES on Unsplash.
Photo of many rental bikes lined up on an urban street in Brisbane, Australia. Photo by ZACHARY STAINES on Unsplash.

Gen Z has been reported to be among the most concerned about climate change and is leading the push towards more sustainable tourism practices, as can be seen in Solimar’s webinar concerning sustainable changes to the travel industry following COVID-19. 69% of Gen Z reported feeling strongly about sustainable travel, compared to only 48% of the Baby Boom generation.

This concern over climate change is fueling a change in the tourism industry. Gen Z travelers are trending towards sustainable tourism, and are doing so through experiences that encourage community engagement. Sustainability means more than just the environment; it also covers bolstering the local economy and preservation of the local culture. TrovaTrip has found that Gen Z travelers are more willing to give back while traveling, through community and environmental restoration projects—and Globetrender found that they were 3 times more likely to give back when traveling when compared to other generations.

Some sustainability changes that Gen Z travelers have been making include:

  • Traveling by road or rail instead of by plane
  • Shopping at locally owned businesses, ensuring that money is spent within the local community instead of at foreign-owned businesses
  • Researching tourism providers thoroughly to ensure their sustainability practices are reliable
  • Volunteering with local projects or engaging in community-led efforts to support the environment

Destinations should keep in mind Gen Z’s inclination towards sustainability and understand that it’s becoming a priority for more and more travelers as we continue to operate within the climate crises. Gen Z clearly cares deeply for the destinations they’re traveling to. They’re undertaking a stewardship role when they travel, something that hasn’t really been seen in generations before.

As a whole, Gen Z travel trends are directing the tourism industry towards a more connected and sustainably conscious world. DMOs can help destinations to embrace these trends and develop tourism practices that will positively impact both the traveler and the destination. 

At Solimar International, we help DMOs anticipate these changes in travel trends and develop a proactive plan to help support tourism industries in destinations around the world. For a closer look at the work that DMOs provide to destinations, check out this Solimar blog post.

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

Man from the Lacandon Indigenous community in the Maya Lacanjá Chansayab ecotourism area in Mexico.

Importance of Indigenous Involvement in Tourism Development

Written by Maria Fernanda de la Selva Hernandez on . Posted in Blog.

 

Two women standing in front of a market stall that sells traditional crafts in Oaxaca, Mexico, showcasing a basic form of indigenous involvement in tourism development programs.
Two women standing in front of a market stall that sells traditional crafts in Oaxaca, Mexico, showcasing a basic form of indigenous involvement in tourism development programs. However, most of these products are not authentic and are sold as a response to uninformed tourist demand.

Indigenous involvement in tourism development is crucial

Picture this: cultural education and interpretation that breathe life into traditions, a vibrant marketplace brimming with authentic cultural treasures, the rallying cry of policy advocacy and representation, and the gentle footprints of ecotourism echoing through ancestral lands. Indigenous communities showcase some of the world’s richest and uniquely diverse cultures, a stark departure from the Eurocentric norms many people are accustomed to.  This captivating contrast is driving the surge in cultural tourism, propelling it as one of the fastest-growing segments in the industry. Within this realm, travelers seek encounters with gastronomy, heritage, religious sites, craftsmanship, and festivals, all offering a captivating lens through which to view the world. 

Similarly, according to a report by the TICAA Consortium, Indigenous communities around the world conserve around 22% of the biodiversity of the Earth and around 21% of the global land. This represents a more significant percentage than the land and biodiversity conserved by States, including federal lands and national parks. Several scholars agree that the traditional knowledge of Indigenous Peoples is valuable for land and resource conservation. Thus, their involvement in development programs, including tourism development programs, is essential. 

Tourism can stimulate economies, promote infrastructure development, and protect natural and cultural resources. However, it’s crucial to recognize its impact on Indigenous communities and the need for cultural connection. The reckless commodification of cultural assets alienates Indigenous communities, perpetuates cultural exploitation, and endangers biodiversity. Indigenous Involvement in the decision-making processes of tourism development and policy formulation is essential to ensure that the magic of cultural tourism benefits everyone involved, preserving authenticity and fostering mutual understanding.

Exploring Indigenous and cultural tourism

Indigenous tourism, a form of cultural exchange celebrating Indigenous cultures, relies on the active involvement of Indigenous communities. This involves cultural tours, homestays, art exhibitions, storytelling, and traditional activities. Examples of these include the Canadian coastal adventures curated by Abegweit Mi’kmaq Nation, the hiking tourism trail led by the Raramuris in Mexico, and the Daintree Rainforest experiences organized and executed by Kuku Yalanji people of Australia. When done correctly, Indigenous tourism goes beyond low-skill labor and contributes to the well-being and empowerment of Indigenous peoples. 

However, an example of how easily governments can exploit cultural assets without actively involving Indigenous Peoples is the use of prehispanic cultural heritage in the Maya area of Mexico where the federal government has approved the construction of several infrastructure projects such as Xcaret, offering the ancient Maya culture as an attraction (essentially, cultural appropriation), and where contemporary Maya people are usually only employed as low-skill labor. By reevaluating actions, utilizing international legal frameworks, and stepping back from a critical perspective, significant improvements can be made.

A representation of an ancient Maya ritual in the Xcaret Park that shows the involvement of indigenous people in the tourism program but can also be considered cultural appropriation.
The Maya ritual in Xcaret Park showcases indigenous participation in tourism, but may also be seen as cultural appropriation. Photo by Beth and Anth from Flickr.

Stages of involvement of Indigenous people in Tourism

For centuries, Indigenous communities have been participating in tourism. Initially, visitors commodified them for pleasure, but as awareness grew, they began exhibiting their artifacts and traditions. This phase led to the realization that preserving culture was crucial, but actions toward preservation often happened outside the communities. Today, Indigenous communities actively engage in tourism, sharing their culture and traditions with visitors, asserting control over their cultural and natural resources, and taking the reins of their own narratives.

International law, such as the International Labor Organization Convention No. 169 and the United Nations Declaration on the Rights of Indigenous Peoples, recognizes and protects the rights of Indigenous peoples, including self-determination, cultural preservation, and involvement in land and resource decisions. These frameworks promote equality, justice, and respect for diverse cultures, and they have been the starting point of the involvement of Indigenous People in tourism development programs as agents rather than as elements of observation. In practice, challenges and conflicts may arise when balancing economic development with the rights and well-being of indigenous communities. Tourism development requires collaboration between governments, businesses, and civil society organizations to respect indigenous communities’ rights and ensure meaningful benefits.

Man from the Lacandon Indigenous community of the Maya Lacanjá Chansayab ecotourism area in Chiapas, Mexico.
A man from the Lacandon Indigenous community in the Maya Lacanjá Chansayab ecotourism area in Mexico.

Why Indigenous involvement in tourism development holds significance

We can acknowledge Indigenous communities’ autonomy by empowering them economically, socially, politically, and psychologically while recognizing their historical oppression. Thoughtfully planned and community-led tourism development can help achieve this change:

Economic empowerment: Tourism, including guided tours, homestays, artisan crafts, and local food, can provide Indigenous populations with a sustainable revenue source. It can also diversify sources of income, minimize reliance on a particular business, and generate employment opportunities within the community

Social empowerment: Tourism can help keep Indigenous customs and cultures alive. Communities are inspired to uphold their cultural heritage when tourists actively engage with them. Similarly, as Indigenous communities collaborate to promote their culture and oversee tourism-related activities, tourism can help them feel more united.

Political empowerment: Indigenous groups have greater influence in discussions on land rights and tourism development, given their rights to their ancestral lands and resources. This ensures federal governments consider their opinions in the policy-making processes.

Psychological empowerment: As Indigenous tribes share and are recognized for their distinctive traditions, tourism can increase cultural pride within those communities. When communities take control of their tourism projects, their sense of identity, purpose, value, and self-esteem can be strengthened. 

This empowerment is also linked to the conservation of cultural and natural resources. Indigenous tourism serves as a means to preserve and revitalize cultures by providing a platform for the transmission of traditional knowledge and practices to future generations. This can foster cross-cultural understanding, environmental stewardship, and the promotion of responsible tourism.

UNWTO Recommendations

Several means can achieve these measures, but the United Nations World Tourism Organization offers recommendations that should be considered:

  •       Respect for the cultural values and the cultural capital of Indigenous groups.
  •       Transparent and permanent consultation with the Indigenous communities.
  •       Equitable partnerships that ensure the protection and conservation of their natural and cultural resources, as well as their intellectual property.
  •       Protection of these groups to ensure the evitability of the adverse outcomes of any tourism development plan.
  •       Design of Indigenous tourism products in collaboration with Indigenous communities.
  •       Distribution of benefits to the Indigenous communities.

The active involvement of indigenous peoples in tourism development not only enriches the visitor experience but also serves as a powerful means to showcase their abundant cultural heritage and profound wisdom.

Local woman, with a colorful skirt, dancing with a basket on her head during the Guelaguetza celebrations in Oaxaca, Mexico, a festival that is known to showcase indigenous traditions and attracts a considerable amount of tourism flow.
A woman in Oaxaca, Mexico, participates in the Guelaguetza celebrations, a festival showcasing indigenous traditions and attracting significant tourism.

Indigenous knowledge: a path to a brighter, inclusive future

Indigenous communities, through their traditional ecological knowledge, can also play a crucial role in environmental conservation. Integrating indigenous perspectives into tourism planning can balance economic development with environmental preservation, prioritizing nature-based experiences and incentivizing indigenous communities to protect their natural resources. In this sense, circular tourism, characterized by reducing waste, conserving resources, and engaging local communities, is a great collaborative approach. This is a great first step towards creating more responsible tourism practices aimed at cultural and environmental conservation.

Indigenous voices provide novel viewpoints, ground-breaking concepts, and revolutionary programs. Any tourism development program worth its salt must consider Indigenous communities’ rich cosmologies and respect their roles as valued partners in the preservation of both culture and nature. They have long fought for their due status as caretakers of their cultural and natural heritage, and are the beating heart of a more inclusive and sustainable future for the tourism industry – a beautiful dance between tradition and progress.

Interested in learning about how Solimar recognizes the importance of Indigenous involvement in tourism development? Click here to read about our projects.

Conservation in national parks

Conservation and Travel: How Your Journey Can Make a Difference

Written by Emi Chongsiriwatana on . Posted in Blog, Uncategorized.

The allure of travel is undeniable; trying new foods, sightseeing, and experiencing new cultures are all unique, irreplaceable experiences for newer travelers and experienced adventurers alike. Now more than ever, everyone wants to travel, but high tourist volumes are having a disruptive effect on wildlife and the environment. Economics, climate change, and overtourism are quickly coming to a head, making the darker aspects of travel steadily more obvious. With the continued endangerment of global ecosystems and tourism making a huge bounce back in 2023, it becomes increasingly important for travelers to consider how their journeys can help the planet. Tourism has a reputation for being a leading factor in the destruction of habitats. However, a world can exist where travel actually has a net positive impact on global conservation efforts. 

What is Conservation Travel?

Conservation travel utilizes travel as a way for people to support and get involved in conservation work during their trip. This has become an increasingly popular idea among tourist destinations that seek to develop more sustainable tourism models. For example, Solimar International has developed strategies such as Regenerative Tourism and Tourism & Conservation Planning in order to help destinations use tourism as a tool for conservation work. By understanding our role in conservation efforts when we travel, we make a difference in the planet’s ability to support future generations. Tourism, though often seen as one of the many ways humans are hurting the planet, can be immensely beneficial to conservation if done responsibly. 

Here we introduce some of the many ways your journey can support conservation.

1. Supporting the Conservation of Our Land and Oceans

National Parks

Travelers are an important aspect of conservation in national parks because their presence promotes education, conservation funding, and economic growth. For instance, tourism at national parks creates job opportunities, such as park rangers and tour guides. In addition, tourism encourages the development of businesses surrounding the parks. Entrance fees and park activities contribute to revenue, incentivizing government bodies to invest in the development and maintenance of the parks. National parks are extremely popular and work to preserve natural ecosystems, making the simultaneous support of local economic growth and conservation efforts possible.

Blue Parks

As of July 2023, the World Database of Protected Areas (WDPA) reported that a mere 8% of the world’s oceans are currently protected. In order for marine conservation work to thrive, accredited marine reserves need the support of travelers just as much as their land counterparts do. To contribute to the conservation of marine life, environmentally 

Conservation Travel at a Protected Blue Park
Anacapa Island, a part of the protected Channel Islands off the Coast of California. Photo by Priya Karkare on Unsplash

conscious travelers can visit accredited marine reserves like Blue Parks. The Blue Parks initiative, backed by marine scientists, aims to protect at least 30% of the world’s oceans by 2030 and create a clear standard for protected marine areas. Tourism is crucial in generating revenue for protected marine reserves and incentivizes leaders to invest in protecting our oceans. 

Examples of Current Blue Parks:

2. Benefitting Conservation Through Citizen Science

Travelers today are fortunate to live in an era where most people exploring the world are connected through the internet, opening up exciting possibilities for conservation travel through citizen science. According to a survey done by BankMyCell in 2019, 92.5% of travelers bring a smartphone with them during their trip. This means that the majority of travelers have the resources to contribute to data collection. For example, documenting sightings of unfamiliar plants and uploading these findings provides valuable information to scientists. By doing so, we help them better understand the distribution and behavior of various species. 

Travelers can utilize mobile apps to engage in citizen science projects all over the world: 

Beach clean ups
Picking up trash on our beaches fosters community and support of marine life.
Photo by Emi Chongsiriwatana

1. Clean Swell

Clean Swell is an app allowing anyone participating in beach clean-ups to contribute information to the Ocean Conservancy’s global ocean trash database. Millions of tons of trash continually pollute the ocean each year, posing a significant threat to marine wildlife. Participating in beach clean-ups and recording the debris collected from waterways, beaches, and lakes provides essential data that aids researchers and policymakers in understanding the sources and impact of marine debris more effectively.

2. iNaturalist 

iNaturalist is a popular digital platform for nature enthusiasts to share their discoveries, connect with a like-minded community, and contribute essential data for scientists. As you travel, simply document the organisms you encounter by capturing photos and videos. Your contributions then become integral to biodiversity research, encompassing everything from rare animal sightings to identifying invasive species. Observations of travelers can advance our understanding of the natural world. These findings aid the conservation efforts that safeguard our planet’s delicate ecosystems.

3. Other resources

Conservation through Citizen Science
Technology can be used as a tool in conservation travel through apps like eBird. Photo by Walter “CheToba” De Boever on Unsplash
  • Nature’s Notebook, where data is collected on nature’s seasonal events.
  •  Ebird, for bird lovers and outdoor adventurers alike.
  • Zooniverse, which boasts conservation projects over a wide range of topics, including climate, biology, and nature.

 

 

 

 

3. Supporting Endangered Species Through Conservation-based Travel

1. Visiting Accredited Sanctuaries

When travelers visit animal sanctuaries worldwide, they contribute to the welfare of animals requiring refuge while also promoting public awareness and education. Moreover, wildlife sanctuaries play a vital role in protecting the natural habitats of endangered species, creating a space for them to breed and thrive. 

Wildlife conservation
Responsible wildlife watching is a positive form of wildlife interaction.
Photo by Og Mpango from Pexels

Since government regulation is not guaranteed at every sanctuary, travelers must be cautious while planning their visit. Sanctuaries should be backed by an accrediting body such as the Global Federation of Animal Sanctuaries. Accrediting bodies keep sanctuaries accountable by creating a clear definition of what an animal sanctuary should be. One model of an accredited, ethical sanctuary is the Rescate Wildlife Rescue Center, which is a non-profit sanctuary located in Alajuela, Costa Rica, that specializes in the rehabilitation and rerelease of animals in need. 

2. Participation in Responsible Wildlife Tourism: 

Tourism has made wildlife watching, such as tiger and whale watching, profitable. The economic incentive of wildlife watching creates an opportunity for conservation. We can replace harmful practices with sustainable and ethical ones by shifting focus from animal poaching to responsible wildlife tours. As more travelers opt for responsible wildlife observations, authorities will recognize wildlife watching as a more sustainable revenue source than poaching.

Wildlife tourism has three primary forms: observations, interactions, and performances. Among these, observation is the safest and least disruptive option, allowing visitors to admire animals from a distance without disrupting them. On the other hand, interactions and performances, such as dolphins performing tricks or allowing visitors to pet tigers, come in an artificial setting that creates more room for mistreatment. By choosing observation-only encounters with wildlife, visitors can contribute positively to the cause of helping future generations of wildlife to thrive.

4.  Driving Renewable Energy Solutions 

Tourism plays a vital role in the economic growth of many island nations that bear the brunt of significant environmental challenges such as sea-level rise, coral reef bleaching, and rising temperatures. These nations, heavily reliant on tourism, understand the urgency of combatting climate change and the necessity for sustainable energy solutions in the travel sector. 

Fortunately, renewable energy sources such as geothermal heat, solar power, and wind are often readily available in popular tourist destinations. Thus, investments in renewables are a sensible choice for these areas. Zion National Park in Utah is known for its innovative, energy-efficient visitor center with facilities designed to maximize natural sunlight and ventilation. In addition, geothermal heat pumps and solar power are used to power operations. By using both passive and active sustainable design, the Emergency Operations Center in the Park reduces energy consumption by 70% without costing more than a regular building to construct.

While there is still progress to be made for clean energy in the tourism industry, there is also an incentive to invest in innovative energy solutions due to the sheer amount of energy the travel sector consumes. Renewable energy solutions are now becoming more important than ever, and tourist-driven economies are at the forefront of this development. 

Renewable energy solutions
Geothermal heat provides a source of renewable energy and serves as an attraction for travelers from all over the world.
Photo by Francesco Ungaro from Pexels

5. Creating Awareness about Conservation Through Education and Academics

The academic community, including students, professors, and scientists, can embrace travel to share ideas and knowledge. Scientific discoveries, new data, and technological advancements hold immense value when spread to communities worldwide. Traveling to diverse places, where individuals possess different educational backgrounds and thinking approaches, is a powerful catalyst for inspiring our creativity and problem-solving abilities. This exposure pushes us to think outside the box and develop creative solutions.

Study abroad programs and fellowships are an opportunity for university students to immerse themselves in new environments, broadening their perspectives and horizons. Through travel, youth become more conscious of environmental issues they might not have empathized with or cared about before. In essence, travel not only enriches the academic community but also cultivates a generation of environmentally conscious and proactive individuals.

Moving Towards a Sustainable Future

Travelers who make responsible choices have a great influence over the future of the tourism industry. However, this only becomes possible if the industry is willing to take determined steps toward sustainability and if travelers embark on their journeys with conservation in mind. There are many areas within the travel sector, such as the transportation and hospitality sectors, where progress can still be made. Even so, by viewing travel as an opportunity to support global conservation and learn about the world we live in, our journeys become far more impactful both on the planet and in our own lives. 

Interested in learning more about what Solimar is doing to support conservation in the travel sector? Click here to keep up with Solimar’s projects and partnerships in 500+ destinations!

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