sustainable tourism Archives - Page 4 of 8

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

Role of Tourism Consultants: Secret to Destination Success

Written by Shannon McCarthy on August 3, 2023. Posted in Tourism Development Consulting, Uncategorized.

The Secret Behind Thriving Travel Destinations

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

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

Picture this:

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

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

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

What is the Role of Tourism Consultants?

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

1. How to Research and Assess a Tourist Destination

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

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

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

2. How to Brand a Tourist Destination

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

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

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

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

3. How to Create Memorable Experiences for Tourists

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

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

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

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

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

4. How to Understand the Benefits of Sustainable Tourism

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

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

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

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

Final Thoughts: The Role of Sustainable Tourism Consultants

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

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

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

Sustainable Practices: The Amazigh Community

Sustainable Practices: Learning About Tunisia’s Amazigh Community

Written by Noelle Faiza on July 19, 2023. Posted in Blog, Uncategorized.

Lessons from Dahar’s Amazigh Community

Aisle 16, Seat A — A window seat! — I thought to myself as I stowed my carry-on after a short layover in Frankfurt on my way back to the US from my family home in Tunisia. Like many other hyphenated US Americans, I make a trip back to visit family and keep my identity as a Tunisian alive nearly every summer. Sitting down, I noticed the gentleman beside me had a pendant around his neck: the symbol of the Amazigh community. I complimented the necklace and learned he was Algerian. He asked me where I was from.

“I’m Tunisian-American.”

“Then you are Amazigh, too.”

What ensued was a two-hour-long conversation about Amazigh history, culture, and language — much to the annoyance of our fellow passengers. When I showed him a picture of my grandmother, he showed me a picture of his own mother. She was wearing the same garments with similarly red hair dyed from henna and face tattoos holding blessings and protection. It was a healing and validating exchange of an identity that has survived against all odds.

My family is from a rural part of Tunisia’s Sahel region, about two hours south of the capital. Despite surrounding ourselves in Amazigh culture, Arabization successfully distanced us from our roots. In the 70s, the traditional clay houses in our village were torn down and replaced with more “modern” and impractical stone buildings. Around the same time, Amazigh words in our dialect began dying out. This was my father’s generation. They were taught “proper” Arabic due to a governmental effort to modernize Tunisia at a time when Amazigh community was connected with rural sustainable practices, in contrast to the idealized Western model of industrialization.

Author’s village in 2019, stone buildings pictured in Ouled Faiza, Monastir (Noelle Faiza) — Author’s village in 2019, stone buildings pictured in Ouled Faiza, Monastir, Photo by Noelle Faiza

Unfortunately, this is a reality that most of my community in Tunisia acknowledges as a type of necessary evil rather than a grief-worthy loss of our identity. This mindset is likely because we are those Tunisians who directly benefited from President Bourguiba’s urbanization efforts, unlike those who faced forced removals and brutal assimilations.

Meeting Dahar

This past fall, I had the honor of interviewing numerous business owners in the Dahar region as part of Solimar’s Destination Dahar efforts to increase tourism in the area. In getting to know the destination, my understanding of my country’s heritage greatly evolved. The region is home to some of Tunisia’s few remaining Amazigh communities, and this preservation of heritage was discussed in nearly every conversation I had with locals. Many of these individuals spoke Tamazight, the language of the Amazigh community, as their mother tongue. They shared with me the food they put on their table, the nature of the homes in which they reside, and how they continue to not only preserve, but celebrate their culture and region.

Within each conversation, I noticed a common thread: a desire to thrive alongside the natural environment of Dahar. The traditional homes of the Amazigh weather the desert’s extreme high and low temperatures with year-round comfort. The region’s farmers have a keen interest sustainable practices such as permaculture to respect the native fauna and flora, and water collection strategies work with the flow of the mountain — literally. Permaculture is an agricultural style that promotes a biodiverse, resilient ecosystem that can exist in synergy with the native environment.

It made me wonder how much “modernization” cost Tunisia. We abandoned our indigenous wisdom while idolizing foreign powers whose lifestyle was not only oppressive to our own identity as Tunisians, but incompatible with the realities of North Africa.

What is Sustainability

According to the United Nations, sustainability is “meeting the needs of the present without compromising the ability of future generations to meet their own needs.” Such development requires a minimal carbon footprint, mindful use of resources, and support for local communities. Sustainability stands at the core of Solimar’s goals in any project, including Destination Dahar. As the threat of climate change increases and dangerous consequences reverberate worldwide, the path forward demands sustainable solutions to slow down the overconsumption and incredible amounts of waste that have already begun to plague the Earth. However, when it comes to sustainability in the Dahar region, mitigating scarce resources and extreme weather conditions has been a part of the Amazigh community reality for thousands of years.

In a memorable conversation, Radhouan Tiss of Domaine Ouled El Khil (located in the village of Ghomrassen in Dahar) emphasized the importance for us as a human race to “partake in sustainability and environmentally-friendly practices” in response to the challenges of climate change.

Amazigh Homes, an Example of Sustainable Practice

Radhouan Tiss runs an eco-lodge and permaculture farm with his family in an effort to educate visitors about sustainable living. However, the methods which Tiss uses are nothing new. In fact, Tiss enlisted village elders to help him create his ecologically friendly homes in the traditional isothermic Amazigh style.

One of the homes in Tiss’s eco-lodge (Destination Dahar) — One of the homes in Tiss’s eco-lodge, Photo by Destination Dahar

From a foreign perspective, it would be easy to assume that the extreme temperatures of Dahar’s desert would come to appalling heating and cooling bills depending on the time of year. The reality is rather to the contrary; the building style of Amazigh homes is naturally insulative, requiring no central heating nor cooling. “They are very good for insulation. They stay cool in summer and warm in the winter,” explained Tiss. “It is an environmentally friendly way of living… The houses are made from the same material and with the same technique as the ksours: from gypsum and clay.” Ksours, typically in the physical center of Amazigh communities in the region, are storage facilities meant for grain or other foods which are critical to store at a stable temperature.

The homes in Ouled El Khil are domed structures, but the structure changes depending on the specific village’s topography. For example, the isothermic dwellings are carved into mountainsides in more mountainous areas. Others may be built below ground, called “troglodyte” dwellings in English. For Star Wars fans, Luke Skywalker’s home on Planet Tatooine was literally inspired by these structures. For evidence, one does not have to look very far, as Star Wars creator George Lucas named the planet after the region’s real name. Go ahead, check a map! Tataouine, Tunisia — inspiration to Star Wars and sustainable solutions alike.

An example of a traditional home with a different structure — An example of a traditional sustainable home with a different structure, Photo by Jennifer Lundt

Agriculture Sustainable Practices

Permaculture is a type of farming that has only been recently defined, yet practiced for millennia in indigenous cultures… it was mentioned to some degree in nearly every interview I had with an individual from the Dahar region.

Madame Leila Gamar of La Cuesta explained, “gardening is a specialty of the house,” and most of the food she serves her guests comes directly from her backyard or the local area. In particular, she grows an array of fruit trees that flourish in the region: date, fig, and pomegranate. From the fruit, she makes jams and juices to serve year-round, but during the respective season of each tree, Gamar offers the produce fresh. Farm-to-table style local agriculture is one of the most sustainable methods of food consumption, reducing transport waste and supporting small business owners.

The Olive Reigns Supreme

Similar to most Mediterranean cultures, the olive tree holds immeasurable cultural and culinary significance in Tunisia. Dahar is certainly no exception, with most families having a certain number of olive trees they harvest annually. A portion of this olive oil is typically sold for profit, while a portion is kept to cushion the family’s supply of the household staple until the next year.

Author’s family Olive Orchard in Ouled Faiza, Monastir (Miled Faiza) — Sustainable agriculture – Author’s family Olive Orchard in Ouled Faiza, Monastir, Photo by Miled Faiza

Tarek Hasnaoui of Diar Toujane described the winter harvest season to me in detail, describing it as an exciting time to be in Dahar. “In the time of the olive harvest, guests are invited to pick olives and learn about the process,” explained Hasnaoui, “January is the peak season for harvesting the black olives. They still press the olives in the traditional style, with donkeys stomping.”

In another example of agriculture sustainable practices, the olive oil harvest is a tradition in Tunisia going back as far as written history can denote. The community cultivates the local trees, and the knowledge of how to upkeep the orchards is kept within communities responsible for caring for them. The traditional method of pressing the olives, using the force of a donkey’s stride rather than a machine press, adds to the sustainability of the practice by reducing carbon emissions. The result is a delicious oil with a freshness and purity far superior to the green bottles on grocery store shelves.

Sustainable Irrigation Practices

Located where the Sahara meets the Mediterranean, Dahar faces the ever-increasing threat of water scarcity. Due to climate change, the dry environment is only being exacerbated. At the time of writing, it has not rained in the region for three years. Historically, Dahar could expect rain on a somewhat regular basis. Over the centuries, the Amazigh community developed a unique irrigation technique complemented by the mountainous topography. Walls, not unlike dams, are built at the foot of slopes, such as towards the base of a hill, to collect run-off water for use. These structures are called jessours, or jessr in singular. One of their primary functions is to gather water for the purpose of irrigating fruit trees and agricultural crops. By collecting water, jessours help provide much-needed hydration to these plants, aiding in their growth and ensuring their health. They can be utilized for groundwater replenishment through a process called infiltration. The water collected in the jessours seeps into the ground, recharging the underground water sources. This is beneficial for maintaining a sustainable water supply and supporting the overall water cycle.

This water conservation method supports the natural flow of water without intruding on natural ecosystems, which is often a major concern when implementing dams. Therefore, it is an environmentally friendly method to use rainwater efficiently to fulfill the community’s needs.

An Example for the World

Dahar is a brilliant example of the ingenuity of indigenous peoples, whose cultures and ancient wisdom have developed alongside the land they still cultivate. The Amazigh community demonstrates a way to survive with respect for the Earth in even the harshest environments. Many of the individuals I interviewed in this project hope that their work will serve as a model for sustainable home and community construction, especially in similarly arid climates. Tactics such as adobe homes and permaculture agriculture for food production can be very beneficial. Looking towards the Amazigh people in the fight against climate change will be a critical step for Tunisia, a return to our roots and an amendment to the culture our nation abandoned in misguided attempts to modernize at our country’s own expense.

Want to learn more about how we are working to develop sustainable tourism in Tunisia? Check out Solimar’s USAID Visit Tunisia Project https://www.solimarinternational.com/project/visit-tunisia/

Ecotourism in the Sundarbans and Local Food Security: Data Overview from Bangladesh Dissertation Research

Written by Cat Padgett on July 19, 2023. Posted in Blog, Uncategorized.

FINDING SOLIMAR

Throughout my time studying food security at the University of Edinburgh, I was vaguely aware of the advantages of sustainable tourism development projects in vulnerable areas of the world, but I wasn’t clear about how these efforts can actualize environmental and social improvements in practice. A friend of mine working in ecotourism then introduced me to Solimar, and I was energized by their results and success. Solimar connects people with economic opportunities and promotes environmental initiatives through sustainable tourism development.

I learned that Solimar was doing work in the Sundarbans, the world’s largest mangrove forest, and I became hooked on the idea of getting involved in their project. Throughout my course in food security, I developed a fascination with mangroves and how they can support food security in the world’s vulnerable coastal areas. I then got connected with one of Solimar’s project partners, the Bangladesh Environment and Development Society (BEDS). BEDS is a Bangladeshi NGO pursuing cooperative solutions to the country’s deteriorating mangrove habitat, coastal instability, and livelihood vulnerabilities among Bonojibi people (forest dwellers) who live in and around the Sundarbans. I was able to piggyback my research onto an existing project in the area – USAID contracts Solimar to develop the Bangladesh Ecotourism and Conservation Alliance (BECA) in collaboration with BEDS.

Getting connected with the larger Solimar, BEDS, and BECA networks granted me access to a world of sustainable development I thought I could only encounter much later in my career. These connections helped me better understand some of the vast economic and environmental results Solimar and BEDS have achieved with their program interventions.

Existing research in Bangladeshi mangrove preservation has focused on the ecological stability of the region. Working within existing frameworks, I proposed to contribute a food security angle to the existing data with my dissertation research, studying the effects of participation in mangrove conservation efforts on the four food security pillars in local households.

The Four Pillars of Food Security, as defined by The Committee on World Food Security

Thus, my research project was born:

Can Mangrove Conservation Interventions Increase Short-Term Food Security for Banojibi villages, while working towards Long-Term Ecological Stability, in The Sundarban Forest of Bangladesh?

A Case Study Evaluation of Local Perspectives on Bangladesh Environment and Development Society Mangrove Conservation Initiatives

The experience blew me away; I was able to travel to Bangladesh and interview stakeholders in and around the Sundarbans. I spoke with mangrove conservation project managers, forest rangers, farmers, ecotour guides, students and professors at Khulna university, and other interested parties to better understand the influence of mangrove conservation efforts on local livelihoods. The data collected from my study has since helped to inform food system lens for BECA project interventions in the Sundarban Reserve Forest, including the monitoring, evaluation, and learning of implemented project activities, specifically related to food security outcomes.

KEY FINDINGS OF ECOTOURISM IN THE SUNDARBANS ON LIVELIHOOD DEVELOPMENT AND CONSERVATION

The culmination of my field research in the Sundarbans revealed some compelling themes linking ecotourism development to the improvement of livelihoods, including economic opportunities and food security outcomes for local people. BEDS’ ecotourism sector is one of five sectors (including agriculture, aquaculture, non-forest timber products, and mangrove reforestation) that is supporting regional environmental security in the Sundarbans. In addition to promoting mangrove health and coastal stability, BEDS’ ecotourism sector also facilitates cultural exchange between local people and tourists, and increased awareness of the vulnerable Sundarbans habitat. It also supports mangrove conservation in its emphasis on sustainable development, prioritizing local, small-scale, and sustainable materials for infrastructure, environmental education, and cultural exchange among local people and tourists. These actions increase awareness of the Sundarbans’ value and reduce resource pressures on mangrove habitat, in lieu of large-scale development of tourist facilities, and associated environmental degradation. The following statistics from my research showcase the results of ecotourism opportunities in the study area:

Nypa Palm and Bamboo Eco-Cottage Under Construction in Banishanta Union

A large majority (87.5%) of interviewees in the sector agreed that mangrove conservation initiatives have increased their access to professional opportunities.
Before the BEDS intervention, 50% of interview participants reported working as domestic and day laborers. All of those (37.5%) who reported working as domestic laborers were women. After getting involved in BEDS programming, however, 100% of people reported that their primary income came from ecotourism opportunities.
Over 71% of interview participants noted that increased opportunities for extended community partnerships between sectors could add value to ecotourism in the area. Specifically, 50% noted that opportunities to experience village lifestyle and culture would increase the value of ecotourism activities. Another 50% also mentioned healthier mangroves and Sundarban biodiversity as a driver of ecotourism value.
Ecotourism in the study area contributed to increased income and economic opportunities for women (affecting access to food), increased access to drinking water (affecting the utilization of food), increased ecological stability, improved land use practices, and cooperative partnerships (affecting the stability of local food systems).

Data from the ecotourism sector presented compelling opportunities for commercial cooperation and cultural-exchange between BEDS’ five sectors. For instance, BEDS’ ecotourism adds value to its local communities by developing increased employment opportunities and increasing regional awareness of the state of the Sundarbans. For instance, shrimp yields are highest from September to October in the study area. This is also the most popular tourist season, as it is the dry season in Bangladesh. This overlap could provide a valuable opportunity for pop-up retail markets in the aquaculture sector, and the diversification of market opportunities for farmers. This program also is one of the limited professional avenues for local people,especially women. This is a valuable avenue into the professional workforce for people in the study area, and a compelling avenue for reducing regional gender inequities.

WHERE TO GO FROM HERE?

The ecotourism sector in Bangladesh is facing an interesting opportunity. The introduction of a 6 km bridge across the padma river on June 25, 2022, which will streamline transportation between Bangladesh’s metropolitan hubs, including Dhaka and Khulna, and the co

astal part of the country, is certain to increase regional tourist traffic. Unrestricted tourism could be disastrous for the area. However, increasing measured and intentional opportunities for sustainable ecotourism development could present an opportunity for increased awareness of the SRF, and an influx in economic opportunities in depressed local markets. The influx in capital, as a result of ecotourism, can change the micro and macroeconomic landscape of local communities in the world’s mangrove supporting regions. These benefits are critical to regional food security; economic opportunities like this are positively correlated with increased access to food, a diversified diet, and increased stability of local food systems.

HOW CAN DEVELOPMENT OF ECOTOURISM IN THE SUNDARBANS SCALE THESE RESULTS?

These results reveal several compelling themes that highlight the intersections of mangrove conservation efforts in the SIZ, and regional food security:

Multi-stakeholder initiatives can address opportune connections between local markets and ecosystems, helping to support local mangrove conservation and food availability and access
Increasing opportunities for ecotourism will increase opportunities for the retail sale of premium mangrove-friendly products in food producing sectors
Increasing opportunities for young people to be involved in ecotourism will improve environmental education and gender equity
Opportunities for visitor engagement in forest regeneration in the study area will increase opportunities for improving coastal stability and habitat production for the ecotourism sector, and food-production habitats for food producing sectors

Much of what was revealed in this research is already documented in current literature: mature mangrove forests can support food security, and mangrove conservation efforts can support livelihoods. This work adds an additional, targeted food security angle to the field, and contributes to the emerging research about how conservation interventions can also support food security in the short-term, as reforested and protected mangroves grow from saplings to resource-giving trees. Not only can cooperative mangrove conservation interventions, like ecotourism development, endow Bangladeshi communities with food security-supporting services, but these efforts can also stimulate education, a fair distribution of incomes, gender equality, cultural celebration, access to land and ownership, regional climate resilience, and other socio-ecological and economic assets.

WORKING WITH LOCAL PEOPLE

A pillar of Solimar and BEDS’ work in the Sundarbans is to ensure that the perspectives and priorities of local people are centered in every initiative taken on the behalf of the forest that they steward. Results from my limited work in the study area contribute to existing research indicating that conservation interventions are most successful when local communities are involved. Formal interviews and casual conversations with locals revealed to me that there is a robust momentum for mangrove conservation in the region I visited. Community-based mangrove forest management in the Sundarbans, including the development of the ecotourism sector, appeared to be a successful avenue to conservation, based on the results of my research and the perspectives of local people. This avenue for conservation initiatives redistributes the agency of forest conservation from powerful stakeholders to local people who rely on the forests’ resources for their livelihoods. These are the people targeted in Solimar’s work in Sundarbans ecotourism, and these are the people who will most directly influence policy and conservation.

Sustainable Tourism in Liberia: Digital Marketing and Development

Written by Thomas Hinkel on February 22, 2023. Posted in Blog, Uncategorized.

Liberia is a country that suffered from political turmoil between 1989 and 2003. Tragically, this political turmoil also destroyed Liberia’s tourism sector. While this is the case, the country of Liberia is beautiful and has much to offer to tourists from all around the globe. In the last two decades since the war, the Liberian state has stabilized, and the country has dedicated itself to rebuilding the sector. The government also aims to do this through digital marketing and sustainable development of their tourism sector.

Liberia is home to over 140 species of mammals, 600 species of birds, and 75 different amphibian and reptile species. The country also boasts one of the most diverse ecosystems on earth and has roughly 4.2 million hectares of forested land: 43.4% of the total land area. This presents an immense opportunity for tourism development and conservation efforts to ensure that these species and ecosystems are properly protected.

One example of these conservation efforts includes the USAID Conservation Works Activity (CWA), which engages communities in management of protected areas, and gives them a stake in long-term protection of these areas. Another objective of the project is to develop sustainable tourism infrastructure and capacity. This is an important part of the Destination Management Plan, as Liberia has stunning destinations already open for guests and simply need more promotion.

With more tourists, the Liberian tourism sector will be able to develop further. Additionally, it is important to involve local communities when nurturing sustainable development. the CWA project believes that this is crucial to developing Liberia’s tourism sector. By 2025, Liberia wants to be an up-and-coming destination that is increasingly sought out by tourists. Currently, one of the best places to get information online about visiting Liberia is on Solimar’s Enjoy Liberia website.

Promoting Sustainable Development in Liberia via Digital Marketing

One important aspect of marketing is understanding what type of tourists will be attracted to a destination. The marketing strategy for the CWA aims to attract tourists who are nature and adventure enthusiasts, both locally and internationally. Liberia touts numerous attractions for tourists of this demographic. Exploring the history and immersing yourself in the culture of Monrovia, surfing on the beaches of Robertsport, and exploring the forests of East Nimba Nature Reserve and Sapo National Park. These are but a few of the opportunities for sustainable tourism development and are important destinations in the CWA digital marketing strategy.

Due to the rapid development of certain tourist sites in Liberia, it is crucial for marketing campaigns to be aware of the changes coming to these sites. These exciting changes not only intrigue tourists, but they also have the ability to showcase how the Liberian government, specifically the Ministry of Information, Culture & Tourism (MICAT), is developing the industry sustainably. This is a mutually beneficial relationship, as sustainable development brings social approval and further attention to these destinations. This also enforces the belief that sustainable development is crucial to the tourism sector.

One example of this is the Sapo Eco-Lodge, located in Sapo National Park. This lodge was built by the Wild Chimpanzee Foundation and the Forestry Development Authority and has been built in the buffer zone of the park. The eco-lodge involves local communities and allows tourists to appreciate nature and encourage conservation by showcasing existing conservation efforts. The eco-lodge has power and also generates some of its electricity from solar panels.

Solar panels for sustainable development at the Sapo Eco-Lodge — Solar panels at the Sapo Eco-Lodge

There are many exciting things happening in the tourism sector of Liberia, and the eco-lodge in Sapo National Park is a great example. While this is a rapidly developing sector, it is still difficult for companies based abroad to receive all the relevant information needed to advertise these changes. Specifically, digital marketing requires numerous pictures and descriptive language, as well as details of the changes being brought to various destinations in Liberia. The information network, especially because of the limited internet presence in developing countries, is weak. Due to this, many destinations do not have a strong digital presence.

Expanding Information Networks & Engaging the Private-Sector

While the government provides updates based upon government projects, it is still crucial to engage with the private sector to understand the current destination landscape. We have to understand how best to promote these new or upgraded destinations and work with their owners. To do this, Solimar engages with locals that live in Liberia, as well as establishing relationships with various private-sector actors who are focused on providing attractions that promote sustainable development and conservation.

Solimar relies on its on-the ground employees who are locals of Liberia. These locals provide unique insight on local news and information on destinations, attractions, and events not featured online. They also provide critical cultural insight. Additionally, working directly with local citizens builds an information network that can lead to increased collaboration with the private sector. It is crucial to work with the local community and community actors to ensure that they receive benefits from the sustainable tourism industry.

With more information and enthusiastic businesses that want to get involved in the tourism industry, it is significantly easier to utilize digital marketing to encourage tourists to visit Liberia. One example of these enthusiastic businesses is Philip’s Guesthouse, owned by Philip Banini. Banini’s guesthouse is a perfect opportunity for tourists to experience the passionate and growing surfing community of Robertsport on the coast of Liberia.

Philip's Guesthouse in Robertsports — Philip’s Guesthouse in Robertsports

Because of the relationship that Solimar has developed with Banini’s Guesthouse, it has been easy to get information about the guesthouse and promote it on various websites, as well as Solimar’s own. Due to this relationship we had the opportunity to interview Philip about his guesthouse, as well as about his life journey that brought him to open it. Building relationships and having the opportunity to interview business owners makes it easier to gain information and market destinations or amenities. It also allows the Destination Management Organization (DMO) to understand the local communities they are working with, as well as their goals and beliefs. These interviews allow for digital marketing to be more personable, as they convey the real stories and emotions behind the people who want to engage in sustainable tourism development in Liberia.

Encourage Entrepreneurship and Engagement in the Tourism Industry via Digital Marketing

As the Liberian tourism sector continues to develop and grow, it will become evident that there is success in following a Destination Development Plan and operating with sustainable business practices. As the tourism sector grows, business networks will also grow as the DMO aims to create a unified and coordinated experience amongst the tourism industry. This allows Solimar to encourage entrepreneurship and involvement in the tourism industry by demonstrating the successful businesses that are benefitting from the industry.

Libassa Ecolodge, a family-owned business, is a great example of a successful business that has benefited from the tourism industry. The eco-lodge appeals to any mood when traveling. It can act as a resort, offering a pool and beach as well as a lazy river, while also having a restaurant that serves great local cuisine. The eco-lodge also offers adventure, as it is on the Libassa Wildlife Sanctuary, which is home to animals such as elephants, chimpanzees, and deer.

Chimpanzee at the Limbassa Wildlife Sanctuary

Not only is Libassa Ecolodge a perfect example of a private sector business that has been incredibly successful, but it is one that embodies the spirit of sustainable tourism. The eco-lodge encourages tourists to visit the Libassa Wildlife Sanctuary, and this provides significant benefit to the non-profit conservation organization.

Even further, increasing awareness of this business not only encourages tourists to visit and increase attention to these conservation efforts, but it also underscores the relationship that can exist between private businesses and NGOs that benefits everyone involved. The wildlife sanctuary also aims to educate. Its mission statement includes the importance of educating both the local community and tourists about the importance of conservation.

Utilizing digital marketing to promote these attractions not only benefits conservation efforts, but it encourages participation in the local economy. It is clear that digital marketing plays a crucial role in promoting sustainable tourism. Even further, it directly provides a boost to the sector by increasing the attention the destination receives. Digital marketing not only encourages people to get involved in the sector, but it can also be used as a tool to teach people about sustainable development. A great example of this is the Solimar Institute for Sustainable Destination, which offers courses to show people how to operate businesses that adhere to conservation and sustainability requirements.

Solimar’s institute focuses on four key pillars of education, which include learning, engaging, actioning and developing. The learning pillar is key, as it educates on the best practices on how to sustainably develop a destination, directly from industry experts. Even further, Solimar offers the service of consulting directly with these businesses to help them grow and expand. By encouraging sustainable development in the tourism industry in Liberia via the digital marketing tools available, Solimar International promotes sustainable conservation efforts and can bring economic benefits to local communities.

Solimar Institute for Sustainable Destination's plan for Digital Marketing and Sustainable Development — Solimar International’s Plan for Digital Marketing and Sustainable Development

Liberia is an up-and-coming tourist destination that has a lot to offer. For people who wish to relax, they can spend their time on the beaches of Robertsport, at Lake Piso, or at the Libassa Ecolodge. If that doesn’t suit you, you can rest amongst nature in the forests of East Nimba Nature Reserve or Sapo Park. These are also great places for adventure, as there are phenomenal hiking trails throughout these conservation areas. Digital marketing is the perfect tool to encourage people to visit these destinations and teach people about the importance of sustainable tourism while nurturing a mutually beneficial local network of private-sector and government or NGO actors to create a flourishing tourism sector.

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Sustainable tourism certifications can help with these beautiful destinations

What Are Sustainable Tourism Certification Schemes, and Do They Work?

Written by Cat Padgett on January 6, 2023. Posted in Blog, Uncategorized.

Sustainable tourism certifications are designed to voluntarily assess and monitor the environmental and social impacts of tourism organizations or destinations that facilitate tourism activities. Accreditation is done by certification bodies according to many criteria regarding business practices, social policy (i.e. human rights, fair labour, and child protection), environmental impact (i.e. CO2 emissions, water, waste, biodiversity, animal welfare), supply chain and procurement, business partners, and more. To the consumer, these labels indicate that a baseline of generally accepted requirements for sustainable tourism is met and that the company is committed to a sustainable approach to the environment and the local community in a particular destination. But do sustainable tourism schemes truly work as intended?

Conventional Tourism

Conventional tourism has a negative impact on the globe. A 2018 study by Nature Climate Change reported that over 8% of global greenhouse gas emissions were traced back to the tourism industry. Wracked with carbon emissions, environmental and habitat damage, careless infrastructure development, and human rights violations, tourism is not often a champion of environmentalism. Furthermore, rarely does the money from tourism traffic filter down to individual people in tourism destinations. Many of the big players in tourism get wealthy, while small, independently-owned companies and individuals can be pushed out of popular destinations by increasing property values.

When the tourism industry in a destination becomes saturated with corporate interests, economic insecurity and growing wealth inequalities among local people in popular destinations, especially in the global South, can be the result. Rapid infrastructure development may contribute to environmental damage of fragile habitats, increased resource use can damage surrounding ecosystems and limit local access to critical resources including food and water, and the commodification of culture can compromise the authenticity and local community’s agency over their cultural practices. Furthermore, tourism is growing. In 1960, there were about 70 million international tourist arrivals. Today, there are almost 1.5 billion. This movement is immense and unlikely to wane.

Despite many ill environmental and social effects of conventional tourism, the benefits of truly sustainable tourism approaches are plenty. Tourism can strengthen communities with increasing tourist capital and economic opportunities, reduce wealth inequality, incentivize investments in local infrastructure, including health care and education, facilitate cross-cultural exchange, and improve the visibility of important heritage sites, natural landscapes, and fragile ecosystems. The large numbers of travelers represent an opportunity to direct growing tourism into environmental and socially beneficial efforts. Thus, the question becomes even more potent in an increasingly global, and environmentally strained world: is there an avenue for tourism that can capitalize on the benefits of increasing tourist traffic, while minimizing the industry’s damages?

The Solution?

A movement towards more sustainable tourism, or ecotourism, can be part of this solution. Raising awareness about the impact of tourism and bringing stakeholders together is one way to achieve this through Sustainable Tourism Certifications. Over the past three decades, many initiatives have taken shape, with different sets of standards and resulting in many different schemes. Because the certification process is voluntary and because of the abundance of labels that are emerging, sustainable tourism certifications are often criticized and viewed as greenwashing (misleading labeling or unjustified claims of sustainable practices). Therefore, complete transparency of practices, measures, and results is the most important condition for a process toward sustainable development of an organization or destination.

When these schemes involve a number of stakeholders, including customers, small businesses, corporate interests, and local service providers, and consider the environmental impact of the effort as a whole entity, they can be incredibly valuable, sustainable, and regenerative economically and environmentally. These efforts could contribute to the achievement of many of the United Nation’s Sustainable Development Goals, including minimizing poverty, hunger, and gender inequalities, and improving education, work opportunities, safe industry and infrastructure, and responsible consumption.

Sustainable tourism certification schemes explained

The leading international organization in the field of tourism is UNWTO (United Nations World Tourism Organization). They promote responsible, sustainable, and accessible tourism as a driver of economic growth and inclusive development. About 15 years ago, the Global Sustainable Tourism Council (GSTC) was formed by 32 tourism industry partners, including UNWTO and Solimar International, to foster universal sustainable tourism practices. They developed a method for accrediting certifying bodies and certification programs, with the aim that these programs are objective and transparent. In essence, the GSTC provides the standards and the stamp of approval of the certification programs themselves, rather than getting involved in the direct certification of businesses or destinations; that is the job of the numerous sustainable tourism certifications adopting GSTC criteria.

For example, Green Destinations is one GSTC-accredited certification body for destinations. They support global destinations and tourism organizations with their sustainable tourism certification schemes, focused on a sustainable management cycle of continuous improvement and assessment of responsible tourism. Green Destinations uses the GSTC criteria, adapted for specific destination contexts, to certify destinations based on their level of sustainability performance. Solimar International and Green Destinations are working together at the country level including in destinations like Timor-Leste and the Maldives to share best practices, such as through the Green Destinations Top 100 Competition, and the Green Destinations Good Travel Seal White Label Certification Scheme. These programs enable recognition of destination sustainability efforts while providing important information to travelers seeking sustainable experiences.

Several other notable schemes which are effective in encouraging environmental awareness may not be GSTC accredited, but they do include the GSTC standards and/or the 17 Sustainable Development Goals. Blue Flag has a global accreditation program for beaches, marinas and tourism boats and promotes sustainable development in freshwater and marine areas. GreenKey audits and certifies tourism establishments (accommodation, restaurants, attractions and more) and promotes sustainable methods of operation and technologies, offering carbon and water calculation tools. Travelife is a certifying body for tour operators and travel agents. The program includes managing the impact of accommodation, transport and excursion providers. They offer a wide range of training and management tools to improve social and environmental impact in the destination. Biosphere tourism is a certification scheme that includes companies involved in destinations, events, hotels, and transportation, measuring environmental performance and social and cultural impacts.

Limitations of Sustainable Tourism Certification Schemes

Certification schemes are not without their complexities. Currently, over 100 companies claim to have developed sustainable tourism certification schemes to measure the impacts of tourism, from municipal waste, climate costs, and financial burdens. While these schemes tout their accreditation methods, many are certifying that the stakeholders they work for have met a minimum standard, instead of encouraging improved environmental and human conditions. Most certifications reward companies for doing their homework, but they don’t set standards for minimum wages, workers rights, and environmental initiatives.

Importantly, certification schemes must be transparent in order to be credible. Many resulting figures and measures from certifications are often unavailable to the consumer. Contrary to other certification schemes, sustainable tourism accreditation is often measuring progress or an effort to track progress against an unknown baseline. Certification programs such as Green Destinations offer destinations a goal to work towards improving their sustainability practices, which is an important aim in and of itself.

While it is critical that businesses measure impact and costs, the bigger picture can still have a negative impact. A company is part of a complex system, where the individual business may meet the criteria, but still harms the system as a whole. An example could be a certified hotel in a desert area. The hotel is incredibly resource intensive, extracting a depth of resources from a water-poor desert environment. Operations like this do not serve people or the environment.

In this case, the certifications the hotel has received are effective at attracting lucrative business and well-intentioned customers, but not for creating equitable environmental and social conditions for local ecosystems and people. Usually, there are no obligations to keep profits at the destination to contribute to this local ecosystem, but international chains shift their earnings to tax havens. Updating these certification schemes to include minimum requirements for acceptable environmental practices and working conditions for employees and include a fair contribution to the local ecosystem could hugely improve the broader sustainability goals.

Conclusion and Further Readings

Despite these limitations that can lead customers astray, the efforts to become a certified sustainable tourism business offer opportunities to improve environmental and social circumstances, address climate change, land use, animal welfare, and create healthy economies. Successful integration of sustainable practices and management can support a sustainable socioeconomic development strategy, increased economic security, and improved environmental conditions.

Do you represent a destination of tourism organization interested in being certified as sustainable? Solimar can help you to choose a certification program that suits your future sustainability goals. Contact us to learn more.

WE DEVELOP, MANAGE, AND MARKET SUSTAINABLE TOURISM DESTINATIONS

Tag: sustainable tourism