Community based tourism as a Global Trend Mr. Peter Richards, - - PowerPoint PPT Presentation
Community based tourism as a Global Trend Mr. Peter Richards, sustainable and community based tourism expert On behalf of Thailand Community Based Tourism Institute (CBT-I) Working at the crossroads of responsible tourism and community
On behalf of Thailand Community Based Tourism Institute (CBT-I)
Working at the crossroads of responsible tourism and community development
Differences in the types of tourism products offered as ‘CBT:’
Do Learn Feel Share
“Inspiring experiences of culture and nature, based on special aspects of local life that community members feel proud and comfortable to share with guests.”
“Tourism owned and/or managed by communities and intended to deliver wider community benefit”
(Goodwin et al. 2014, p. 31).
Product, experience and process; Capacity building for community members, to work together to develop tourism and welcome guests. Sometimes as a Joint Investment / partnership with the private sector; Preparation and coaching is provided for community members / tour operator staff, guides, etc.; Sharing opportunities for work and
funds; managing +/- impacts. Some funds are used for nature conservation and development.
Since the 90’s Africa Asia Latin America
Successful CBT requires a mixture of tourism and community development skills. Works best when all stakeholders bring their expertise to the table. Private sector partners are key to success… need to be open to invest time, and try new ideas. Community members need training and experience to understand and welcome tourists; to work effectively with tour operators and tour guides; and to manage the potential impacts of tourism. Supporting organizations must understand needs / limitations of community and partners: build skills, facilitate an open and trusting space… …step by step…learning by doing.
market share for “pure” CBT holidays (O/N stay)
interests for CBT excursions Double income no kids Active seniors Families w/ children Backpackers
2009 / 2010
Yes, for a while now…
“Community Based Tourism (CBT) is becoming more popular amongst European tourists… In this market segment Germany, France, Spain, the Netherlands and the United Kingdom offer most opportunities for … a tourism provider from a developing country.” (CBI, 2015)
Source: https://www.cbi.eu/market-information/tourism/community-based-tourism/
TREND ADVICE Exclusive tourism experiences Build services around intangible experiences Authenticity Non standard experiences with local people Customized travel Be flexible / dynamic packaging Specialized holidays Local expertise, good margins New target groups Seniors, traveling off season, families with
Peer to peer Recovering economies High end Social media, mobile ready Concern for sustainability Get familiar with sustainability certification Liability concerns Open, honest communication on safety Liability clauses in contracts
EU market trends are positive for community based tourism
Tourists are not directly asking for ‘CBT.’ However, many experiences developed through a CBT process are well positioned to benefit from diverse market trends; and meet the needs of diverse types of tourists…. Q: “What other, global… and local trends are
Evidence of demand for ‘good’ and ‘green’ tourism
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65% 71%
2014 Social media envy: Technology has created an environment where we can watch people in our social networks visiting amazing places around the globe every minute of every day….
“The tribes of 2030, described based on the values, behaviours and needs of travelers.”
ATTA Adventure Tourism definition includes at least 2 of: Physical activity Natural environment Cultural emersion
Growth in demand for adventure travel
“The adventure travel market in America, South America and Europe has experienced an average yearly size increase of 65% from 2009 to 2012.”
140 ATTA members
45%, over 41% of them are considering them for the future;
back’” as well as trends towards local /sustainable initiatives;
years old, with 20-40 year-olds and 41-60 year olds coming in at almost 33 percent and 34 percent respectively;
percent female and 46.79 male.
I know exactly where we should go on holiday this year…. Women as travel decision makers: “We have learned to speak to Jane, rather than to Tarzan.”
Carl Needham, Peak DMC, 2014.
People are being educated and advised to shop / eat local
Shares many values and goals with CBT.
Many
for synergy… Based on meeting criteria…
CBT as learning centers ASEAN universities, schools, research, clubs GO,NGO study groups Urban professionals, wanting to reconnect their families w/ roots.
Domestic, regional, international markets – think outside the box ASEAN has 620 million people, 46% of regional travel flows, 6,500 higher education institutions and 12 million post-secondary students
(Wisansing, J. In DOT 2014, p. 15)
Designing CBT for educational markets… Add value by designing programs based on learning objectives: from ‘what?’ to ‘how?’
More benefits Fewer impacts
TOUR OPERATOR DEMAND
Implementing practical, pilot projects… working with tour operators, to learn how to make tourism more sustainable.
Interviewed 4000 Travellers
‘TUI Collection’ sustainable excursions to Treis Elies Eco Village grew by over 250% from 2014-15.
“Last week the eco community of Treis Elies was very busy preserving queens apples in syrup and doing marmalade. We prepared pommegranate juice and syrup and with Elpiniki (local old lady) we made pumpkins pies (kolokopites) with the lovely sweet pumpkin from our farms gardens.”
CBT isn’t a mass product. However, it can certainly be enjoyed by mainstream tourists… Many communities would like to welcome more guests… Still unmet demand for authentic, local experiences… How to scale up sales and drive more positive impacts…?
“Beyond tokenism”
Q: How can UK tour operators and their ground agents source and sell more sustainable tourism? Driving sales of sustainable / inclusive / community based tourism requires nurturing a pro-sustainability culture inside tour operators, and proactive collaboration with B2B partners. Three pillars of success Orientate towards sustainable tourism Collaborate towards sustainable tourism To market… add value to sustainable tourism
Inside tour operators:
Embed sustainability at the heart of staff’s daily tasks (Hiring criteria, JD, action projects); Use sustainability criteria to identify better products (local participation, community fund / projects?); Cooperation between departments to source/ sell ST: product, operations, marketing, H&S Recognize and reward staff sustainability performance and achievements.
Between companies: collaborating towards sustainable tourism
Ground agents need to: Understand outbound tour operator staff and their key priorities;
Support local suppliers /communities to offer sustainable products; Help suppliers to understand and improve H&S performance; Offer sustainable products more proactively to outbound operators. Outbound tour operators need to: Make sure that sustainability is on the agenda with ground agents; Request sustainable tourism more proactively from ground agents; Work as a team with ground agents to develop better experiences; Be much more proactive marketing and selling sustainable products.
Successful sustainable tourism
To market: crafting and communicating
sustainable tourism
To optimize sales: Make sure sustainable products are right for customers, at the right price; Harness marketable, sustainable features to craft better experiences (amazing, memorable, local, experience); Drive sales by crafting products which offer ‘sustainability for everyone’ (e.g. short treks, tnsp options; day trips); Task sales teams to sell more sustainable products, using inspiring stories / showing how CBT is a better experience.
Actions GA’s can take to increase chances of success
/ and plan forward.
CBT is ‘in trend...’
Fun, authentic experiences Handmade / Fairtrade Local / organic / fresh food Support local producers ‘Give something back’
But tough to sell...
to make an excursion really special so that tourists always want to buy it and recommend it to others.
Special efforts in product development need to be matched by special efforts in marketing
Why is CBT a different and better experience?
But
searching for it… Fall back on price, habit and convenience.
Tourists…
poverty and local communities;
Communication…
you are a good person! We are already doing the hard work for you.”
Speak / show directly to target mks
Consider…
Andaman Discoveries TEATA
CBT-I Royal Silk Holidays CBT-I
TEATA
CBT-I
Community members should participate as much as possible in defining: Target tourists; How often; In what volumes.
Benefits Impacts
What is success?
Community, guests, partners are satisfied; Benefits for community and environment; Profitable for partners (TO / University, Club); Consistent visitors, interested to learn and share, well prepared to travel with respect.
On behalf of Thailand Community Based Tourism Institute (CBT-I) Peter.e.richards@gmail.com