African tourists exploring their continent

East to West: Why intra-Africa travel should be easier

Written by Sia Kwimbere on June 18, 2024. Posted in Blog.

East Coast versus West Coast: Travel and the Future of Tourism in Africa

If you’re a fellow traveler, you can probably relate to the allure of exploring a new destination. The budding curiosity. The ignited excitement. The anticipation of adventure. The prospect of visiting the West Coast of Africa for work (a region I have never been to) recently rekindled my wanderlust. I was especially thrilled about the chance to visit Liberia.

While not known for tourism, Liberia has all the raw, unbridled potential to become the destination of choice for adventure travelers. However, as I navigated the complexities of booking flights for intra-African travel, my enthusiasm was soon met with a harsh reality.

Any travel lover knows the drill and random assortment of tips and tricks designed to help you find the cheapest flight or best deal to your destination of choice: 1) Remove Cookies, 2) Incognito Mode, 3) Book on Tuesday. The cheapest flight to Liberia was… $1,700. My eyes bugged out at my computer screen. What?! How? The trip duration– 17 hours. The exorbitant prices and lengthy travel durations left me perplexed.

Moreover, after the hassle and expense of booking such a flight, I might still need to contend with the potential hurdles of securing a visa and dealing with flight delays and cancellations. The process left me deflated and prompted a bittersweet reminder: “East and West, Home is best.”

Reflecting on the Past: A Brief Overview of Tourism in Africa

A retrospective glance at Africa’s tourism history reveals a trajectory marked by promise and pitfalls. In the post-colonial era, nations across the continent recognized tourism as a catalyst for growth, investing in infrastructure and promotion. Yet, narratives of Africa as the “Dark Continent” persisted, influencing tourists’ perceptions and travel decisions. To this day, the International Travel Advisory Reports for Africa still influence travelers’ perceptions and decisions, doing little to assuage doubts for cautious travelers.

Western nation embassies create the most popular and referenced travel advisories. While these reports claim objectivity and a lack of “influence from diplomatic, political or commercial considerations,” they perpetuate a narrative of the Global North evaluating and judging the Global South, compared to a mutual collaboration to understand the real threats to travelers.

Most African countries range from a level 2 (Exercise a high degree of caution) to a level 4 (Do not travel). Only six out of 54 countries are deemed safe to ‘exercise normal safety precautions’ while traveling. Despite breathtaking destinations, tourism in Africa often bears the vestiges of colonial exploitation rather than embracing mutual respect for the continent and its people.

Current Realities: Storytelling and Borders that Divide

In recent years, Africa has witnessed a paradigm shift in perception, with a narrative driven by Africans. Technological advancements and enhanced digital connectivity have fueled enthusiasm for African travel, leading to increased tourism arrivals. However, the legacy of colonial-era infrastructure limitations still looms, hindering seamless travel across the continent.

The challenges of intra-Africa travel are multifaceted. Limited point-to-point markets and the absence of robust hub-and-spoke networks impede efficient connectivity. As a result, travel within Africa often remains confined to regional zones, with lengthy flight durations and exorbitant costs across regional zones deterring potential visitors. The lengthy flight durations are no surprise given the sheer size of Africa, 30.37 million sq km (11.7 million sq mi).

However, the costs of cross-regional travel in Africa are shocking. They are often equal to or double the costs of traveling outside the continent. Despite the emergence of African airlines, which one would expect to reduce flight costs, the continent’s share of the global passenger air travel market remains disproportionately low, so the industry cannot benefit from high volume and lower costs.

While initiatives such as the Africa Continental Free Trade Agreement (AfCFTA) and the proposed African passport hold promise for facilitating intra-Africa travel, significant hurdles persist. The practical implementation of these initiatives requires concerted efforts to address logistical, regulatory, and security concerns. Intra-Africa travel hurdles beg the question: what needs to come first – connectivity and passenger transportation improvements or destination development?

Facilitating Sustainable Tourism: A Vehicle for Development

Obstacles like those I encountered while planning cross-regional travel underscore a broader issue plaguing the African continent: inadequate transportation infrastructure and limited connectivity.

Meanwhile, sustainable tourism, with its enormous potential to drive economic development and conservation efforts, hinges on efficient transportation networks. According to a World Bank Report, the tourism sector already accounts for one in every 20 jobs in Africa, with the potential to create millions more over the next decade.

Nevertheless, leveraging sustainable tourism as a vehicle for development needs to be a carefully curated game of systems and incentives. Sustainable tourism development must, therefore, take into account all stakeholders. Tourism boards, DMOs (Destination Management Organizations), and businesses can and should incentivize communities to protect and care for natural and historical attractions.

International tourists on safari in Africa — Source: Voortman, Gerbert. “Brown and Black Jeep Wrangler.” Pexels, https://www.pexels.com/photo/brown-and-black-jeep-wrangler-10740862/.

When these attractions generate and diversify income sources for communities, it results in a positive feedback loop of continued conservation. Natural attractions are often found in rural areas that could benefit from economic opportunities.

Additionally, several sectors feed into tourism – agriculture, creatives and handicrafts, and manufacturing.

Therefore, if a country’s tourism sector places great emphasis on developing and sourcing from local supply chains, a boost in tourism can mean greater demand and growth for other closely related sectors.

However, realizing all of tourism’s economic and social benefits is contingent upon addressing the connectivity challenge.

Looking Ahead: The Imperative of Travel Connectivity

Why should we prioritize improving transport connectivity within Africa, and why now?

The answer is two-pronged.

Firstly, the African continent has immense potential as a tourism destination.

Africa’s tourism sector has exhibited robust growth, outpacing global averages and rebounding swiftly from the COVID-19 pandemic. With projections indicating continued expansion in the years to come (about 5.1% growth yearly), the imperative for enhanced connectivity becomes clear.
Africa’s status as the “last tourism frontier” underscores the urgency of investing in transportation infrastructure. From undiscovered gems to pristine natural landscapes, the continent boasts a wealth of attractions awaiting exploration while other regions and continents are fast approaching their saturation points. However, realizing this potential hinges on overcoming the logistical barriers that impede intra-Africa travel.
Improving connectivity within Africa can profoundly impact economic development and environmental conservation. Improved connectivity can bolster conservation efforts and biodiversity preservation by facilitating access to protected areas and virgin forests. This access can support research and sustainable tourism activities, incentivizing communities to preserve their environments. Consequently, enhanced transportation networks can unlock new opportunities for job creation and revenue generation, particularly in rural areas.

Secondly, African people have vast potential as customers in the tourism sector and as the human capital engine powering it.

Africa has a booming youth population, projected to reach 2.4 billion by 2050, all in need of entrepreneurship and employment opportunities, which are abundant either directly or indirectly through the tourism sector
The youth demographic is driving the growth of the adventure tourism market, for which the African continent is well-positioned. Tourism forecasts by UN Tourism “predict the region will receive 77 million arrivals by 2020 (compared with just over 30 million in 2010), 50 million of which will be intra-regional visitors”
With a burgeoning middle-income demographic in the continent eager to explore other countries and cultures, alongside a growing appetite for adventure tourism, the demand for intra-Africa travel is poised to soar, underscoring the significance of investing in transportation infrastructure.

Conclusion: Navigating the Path Forward

In conclusion, the future of tourism in Africa hinges on our ability to overcome the barriers of connectivity and transportation. As we strive to unlock the continent’s vast potential, we must prioritize investments in transport and travel infrastructure and sustainable destination development strategies. By addressing infrastructure gaps, streamlining regulatory frameworks, and fostering cross-regional cooperation, we can pave the way for a thriving tourism sector that benefits all Africans and preserves the continent’s rich natural and cultural heritage. East Coast or West Coast, the journey towards realizing Africa’s tourism potential begins with bridging the gaps that separate us and forging a path towards a more connected and prosperous future.

Africa's connected and prosperous future in tourism — Source: Simon, Balazs. “Photo of an Elephant with a Calf in the Savanna.” Pexels, https://www.pexels.com/photo/photo-of-an-elephant-with-a-calf-in-the-savanna-15994111/.

My Solimar International Internship Experience: Supporting the Liberia Project

Written by Alina Galiullina on June 11, 2024. Posted in Blog.

Why did I Choose to Intern with Solimar International?

Solimar international remote internship — Remote Internship with Solimar International. Photo: Jess Loiterton from Pexels.

As a recent graduate of the European Masters in Tourism Management program, a joint program with three universities in Denmark, Slovenia, and Spain. I was looking for an opportunity where my interests in sustainable tourism and social media marketing could be met. After researching Solimar International’s projects and internship requirements, it became apparent that Solimar International resonated with my passion and career goals.

I was confident that I would learn and grow a lot within this internship, as I’ve heard my friend’s positive feedback on her summer internship at Solimar International, and how her experience helped her secure a job. I was selected for a 4-month spring internship where I was assigned to work on a project in Liberia, a country of which I’ve heard so little. However, I was enthusiastic about gaining hands-on experience in sustainable tourism consulting and marketing to further my professional growth. I did not regret choosing Solimar International at all. I detail my experience below:

Overview of Liberia as a Country: Introduction to Destination

Liberia, located in West Africa, is bordered by Sierra Leone, Guinea, Ivory Coast, and the Atlantic Ocean. As the oldest republic in Africa, Liberia declared its independence in 1847, having been established as a settlement for freed American slaves. After Liberia’s civil wars from 1989 to 2003, many Liberians fled to the USA. Despite living abroad, they felt a strong connection to their home country. So when the wars ended, many Liberian refugees returned home with degrees and skills gained in America. These educated Liberian-Americans played a key role in rebuilding and reviving Liberia after the conflicts.

beach sunsets in liberia — Beach sunsets in Liberia. Photo credit: Solimar International

Because of long years of political instability, the economy remains extremely underdeveloped, though the tourism sector holds potential for growth and diversification. Thus, in 2019, tourism contributed 9.7% to Liberia’s GDP, totaling $641.3 million.

Tourism in Liberia remains underdeveloped with improvements needed to infrastructure, including transportation, electricity, telecommunications, and accommodation facilities. Despite these obstacles, Liberia offers a unique experience for those with an adventurous spirit. This spirit is captured in its logo, “Liberia: Amazing Discoveries,” and its brand essence, “Freedom to Discover.”

Discovering the Gems of Liberia:

liberia robertsport and monrovia — Robertsport and Monrovia, Liberia. Photo: Solimar International

Liberia offers a unique blend of natural wonders, rich cultural heritage, and ocean experience for tourists to explore. This country is rich in wildlife, biodiversity, history, and a deep connection among its people.

Here’s a brief tourist’s guide to some of the must-see attractions in Liberia:

Natural Attractions:

Mount Nimba: Liberia’s tallest peak at 1,362 meters, offers stunning views and diverse wildlife in its lush rainforest habitat.
Kpatawee Waterfals: A refreshing cascade nestled in the countryside, accessible via a scenic hike through the forest.
Sapo National Park: One of West Africa’s last remaining primary rainforests, home to chimpanzees, forest elephants, and other endangered species.
Marshall Wetlands: A picturesque coastal with rivers, sandy beaches, mangrove forests, and abundant wildlife.

Cultural and Historic Sites:

Liberian National Museum (Monrovia): Showcasing Liberia’s cultural heritage and history through exhibitions and artifacts.
Providence Island: A UNESCO World Heritage Site and the landing point for freed American slaves.

Ocean Experiences:

Robertsport: Known as the “jewel of Liberian surfing,” with year-round warm weather and excellent surf conditions.
Sport fishing in Liberia is the ultimate dream for any angler, offering the chance to catch five species of fish within 24 hours.

Developing Tourism and Promoting Liberia as a Destination: Project Overview

Liberia has some of the last large areas of the Upper Guinean Rainforest. These forests make up over 40% of the remaining forests with the highest levels of biodiversity. Therefore, Liberia received assistance from the USAID Conservation Works activity to protect these areas. This project was carried out collectively by a group of partners. They aimed to manage protected areas and work with local communities. Above all, they focused on promoting economic growth through sectors like tourism.

As an intern, I worked on the USAID Conservation Works activity with Solimar International, partnering with the Liberian Ministry of Information, Cultural Affairs, and Tourism (MICAT). I supported the implementation of Liberia’s Tourism Marketing Plan and Branding Strategy through developing content for Liberia’s official tourism website, EnjoyLiberia.Travel, and assisting with Conservation Work’s Market Readiness Program by guiding small businesses in digital marketing.

By 2025, the aim is for Liberia to become a fast-growing destination. It seeks to have well-developed tourist facilities and high-quality tourism products for adventure seekers, both internationally and domestically. The plan focuses on leveraging digital marketing strategies and optimized content. This will boost Liberia’s online presence and attract potential visitors. Additionally, Solimar International works closely with local communities. They foster workshops and develop sustainable tourism opportunities that showcase Liberia’s natural and cultural attractions.

sandy beaches in liberia — Beaches in Liberia. Photo: Solimar International

Main Tasks Accomplished as an Intern:

Creating Tourism Content for Solimar International’s Website

Developed a blog titled “Present and Future of AI Evolution in Tourism,” highlighting future trends, pros, and cons of AI in tourism, with examples of companies using AI. After refining the content with feedback from colleagues, the blog was presented to the team and received high praise.
Learned to optimize a blog by adding keywords, meta descriptions, and improving content structure to boost SEO performance.

Content Creation through Storytelling for the Liberian Official Tourism Website:

Wrote 4 blogs developing detailed destination guides for Liberia’s top attractions like surfing in Robertsport, sport fishing, cultural sites, and Liberian-made products, outlining practical travel tips and itineraries.
Conducted keyword research and optimized content for high-volume, relevant keywords like “Liberia tourism”, “Liberia surfing”, “Amazing Liberia”, and “Top West African” based on EnjoyLiberia.Travel website data to improve visibility and target specific audiences.

Collaboration with Local Businesses:

Showcased stories of 4 local brands offering artisanal souvenirs and authentic experiences to tourists, captivating social media storytelling to attract the target audience segments.
Featured 2 interviews with local businesses like Liberian Cocoa Corporation and Extreme Fishing Liberia, highlighting their stories and community impact in blogs for EnjoyLiberia.Travel and providing guides for tourists to visit them.

Conservation Work’s Market Readiness Program for Small Businesses:

Developed how-to guides for small enterprises on using Instagram and Facebook effectively to boost social media presence in the tourism sector.
Reviewed and provided feedback for 18 tourism businesses to improve their digital presence on multiple platforms across FB, IG, WhatsApp, TripAdvisor, Google Listing, and others.
Included valuable information in the marketing learning presentation of the Social Media Bootcamp for small businesses on how to shoot content professionally with scarcity of resources and how to create engaging content for captivating storytelling.
Collaborated with another intern to document changes made by small tourism businesses enrolled in the Social Media Bootcamp.
Developed individual how-to guides for automation and suggested text for social media sites, considering local businesses’ limited marketing budgets.

Internship Impact and Learnings

An unforgettable aspect of this four-month internship was witnessing my SEO-optimized blog’s success. “Surfing the West African Coast: All You Need to Know About Robertsport, Liberia” was published on EnjoyLiberia.travel. As a result, it inspired 11 tourists to come and surf the waves in Robertsport, Liberia. Through this opportunity, I honed valuable skills in writing structured blogs using SEO keywords and WordPress. I also gained experience conducting interviews and working in an international team. Most importantly, I learned to create engaging, informative content through storytelling and optimizing it for search engines.

Seeing my work align with and contribute to the objectives of the USAID Conservation Works, Solimar International, and the Liberian Ministry of Information, Culture, and Tourism (MICAT) by attracting tourists to Liberia was incredibly gratifying. This experience has solidified my passion for using content creation and digital marketing as powerful tools to drive positive impact and promote tourism destinations and companies involved in the tourism sector.

Learn more about the virtual sustainable tourism internship here. To join Solimar International’s internship program, simply submit an application form. Stay connected with Solimar on Facebook and LinkedIn!

Sustainable Food Tourism: Curating an Identity

Written by Haley Brown on June 10, 2024. Posted in Blog.

Sustainable Food Tourism: Why Does it Matter?

From street food adventures in bustling markets to exclusive dining experiences in hidden culinary gems, exploring the world through taste is important to the human experience. Food tourists see travel as discovering a culture or region through food methods, dining experiences, and local ingredients. Food tourism is a relevant tourism discipline, but sustainable food tourism is making its way into research due to the popularity of environmental awareness among upcoming generations2. The Slow Food Movement has also gained popularity and has contributed to sustainable tourism development 3. This pursuit for environmentally and culturally friendly experiences can look like wine tasting in Georgia, visiting the best artisanal bakeries in The Upper Tanaro Valley, or patronizing locally-owned restaurants and cafes in your next travel destination*. Food tourism is important not only to travelers but also to restaurants. Still, it can impact a region’s economic and cultural landscape by engaging with the local community and cementing a region’s identity that travelers can support.

Photo by ELEVATE: https://www.pexels.com/photo/chef-preparing-vegetable-dish-on-tree-slab-1267320/

* When choosing a locally sustainable restaurant, look for certification marks such as Green Standards, BREEAM, ENERGY STAR, or FSC.

The Potential of Sustainable Food Tourism: Cornwall, South England

Cornwall is a peninsula far southwest of England, jutting into the Atlantic Ocean. This unique region is distinguished by its Celtic heritage, distinct from the rest of England, with a history and culture deeply rooted in its ancient past. Tourism is an essential topic within Cornwall, with the top 25% of jobs reliant on industry 4. The Cornish people are known for their pride and strong regional identity, evident in the local customs, traditions, and the vibrant arts scene. Cornish pasties, saffron buns, cornish yarg, and stargazy pie are some of the featured delicacies in their unique food culture.

Cornwall has faced obstacles on its way to becoming one of the top culinary tourism destinations. The English countryside struggled socially and economically after the 2001 foot and mouth epidemic, which caused the domestic tourism market to decline by £2 billion. After the region centralized sustainable food and agricultural practices, the region saw great benefits.

Photo by Rachel Claire: https://www.pexels.com/photo/a-woman-sitting-on-white-boat-4577117/

Investing in Food Culture

Before the boom in sustainable food movements, food tourism was underestimated as simply a trip motivator and an economic part of the traveler experience instead of an integral part of a destination’s culture and lifestyle. Cornwall started to create specialty food groups such as ‘A Taste of the West’, now one of the UK’s largest independent regional food groups. New engagements started to give the South a foundational identity as regional differences were celebrated and a mantra of quality over quantity spread. After sustainable tourism efforts gained traction, restaurant owners noticed a positive change. There were social and cultural benefits like diverse seafood at the oyster festival. The success of sustainable food also helps to sustain cultural and familial heritage. Skills like meat hanging, fishing, and maintaining small family farms were now economically supported, keeping the family farm and traditions alive.

Culinary Food Tourism: Food as an Art

As food writer Craig Claiborne would say, life is too short for mediocre food. Enhancing a community’s engagement with food tourism and curating unique experiences and recipes that stand out can engage tourists. As destinations like Italy attract food tourists to find the best quality pasta, countries in the global south can also utilize their unique methods and ingredients with a focus on quality and cultural engagement. Like birdwatchers, snowboarders, and mountain climbers, food tourists create community and raise the standards for food travel and dining experiences. Netflix’s cable show Chef’s Table showcases the highest levels of these culinary interests, bringing the community to the love of gourmet food, often sourced from specific parts of the world.

Photo by Markus Winkler: https://www.pexels.com/photo/people-inside-a-building-with-food-stalls-12081251/

The Top Chef Effect

Food television can be a form of destination promotion through markets of food tourists in search of region-specific ingredients and produce. The American television show Top Chef is hosted in different areas, exposing audiences to global food perspectives, cooking methods, and cultural traditions. Top Chef has cultivated a “Top Chef Effect” due to its large effect on food tourism, making it a public relations success for tourism in each region the show has hosted 6. Fisheries in Mexico’s Upper Gulf of California benefited from this market recognition as world-renowned chefs, praising the area for the best seafood. Culinary tourism is expected to increase by USD 126.28 billion between 2022 and 2027.

Photo by Tanya Gorelova: https://www.pexels.com/photo/a-man-preparing-food-3933217/

Social Media: A Generation of Authenticity

Popular culture and the newest social media generation are searching for authenticity, which is consistently evident in how they approach food and travel. Acting as the antithesis of previous generations of perfectly curated and minimalistic environments, the newest social media generation is dedicated to “de-center the physical self” 9. This means social media is now filled with fewer selfies and more photos of authentic experiences, like food not available to friends back home or a candid photo of local people on the street. Social media is shaping how people show and choose what to eat. 75% of Instagram users choose a restaurant solely based on social media photos, and 60% regularly scroll through food photos on social media,

Photo by ready made: https://www.pexels.com/photo/person-holding-black-samsung-android-smartphone-3850213/

Reviews are Essential

Travelers in an area not familiar to them no longer rely on the business’s storefronts but on real recommendations from other travelers. Online reviews are also important, with apps like Yelp having a major impact on a business’s success, 92% of consumers state that they are less likely to do business with a company if they have seen negative reviews 11. Understanding a restaurant’s social media presence and the impact of personal reviews can change destination marketing strategies, with a larger focus on aesthetic experiences that stand out online rather than location alone. Rather than picture-perfect dining experiences, travelers look to share unique experiences.

How to use Sustainable Food Tourism

Restaurants, marketing strategists, or tourism operators looking for ways to utilize sustainable food tourism should strive to offer genuine experiences that reflect the local culture and culinary identity. This can be achieved by employing local staff to connect to local farms or fisheries and showcase these choices to customers. Countries with geographical diversity, like Cornwall, focus their efforts on their food culture, creating their strong, unique identity. Similarly, Indonesia is represented by major islands and has a distinct food culture. The region has been shaped by natural conditions, history, and cultural influences, offering various flavors and dishes 13. Traditional Indonesian meals typically involve dishes served collectively on a table with rice as the staple, accompanied by savory options and condiments. Inviting travelers to participate in communal cooking and eating can transcend an average restaurant experience.

Photo by Quang Nguyen Vinh: https://www.pexels.com/photo/asian-woman-selling-seafood-on-street-market-3871758/

Showcase your Sustainable Menu

Quality over quantity as a foundational value can be a main attraction to those seeking authentic, culinary, popular, or health-driven experiences. Restaurateurs should highlight local food, promote traditional methods, or showcase cultural objects12. The overall dining experience of the restaurant is important, as it has been shown to help formulate the destination identity, build reputation, and create visitor loyalty12. Sustainable food tourism is not a passing trend; it’s a transformative movement that can redefine the role of restaurants in the tourism industry. By adopting sustainable practices, celebrating local culture, and engaging with both tourists and the community, restaurants can create a delicious dining experience while being sustainable. As the world becomes more conscious of the impact of travel and dining, restaurants that embrace sustainability will thrive and become cherished parts of the global food tourism narrative.

Cornish-Windsor Covered Bridge in Cornish, NH

A Destination Management Organization’s Success as Catalyst in the Sugar River Region

Written by Halle Swets on May 21, 2024. Posted in Blog.

What is a DMO, and how is it used to develop a community into a tourist destination?

To begin examining the success of Discover Sugar River Region as a Destination Management Organization (DMO), we must first discuss what a DMO is and how it can be used as a community catalyst.

Destination Management Organization: It is an organization responsible for promoting a specific destination, such as a city, region, or country, to attract tourists, businesses, and investment.

They typically engage in marketing, advertising, and promotional activities to showcase the attractions and amenities of their respective destinations to potential tourists. In many cases, it can be used to bring awareness to unknown destination, thus acting as a community catalyst.

Discover Sugar River Region DMO Logo

Destination Management Organizations (DMOs) serve as catalysts for community development through various means:

Economic Boost: DMOs stimulate economic development by promoting tourism, which generates revenue. This influx of funds fosters business growth, job creation, and overall prosperity.
Enhanced Image: DMOs strategically market and brand the destination, enhancing its appeal to tourists, investors, and residents. By positioning the destination as unique and attractive, DMOs increase its competitiveness and attract further investment.
Infrastructure Improvement: The increased tourism facilitated by DMOs often leads to infrastructure enhancements, benefiting visitors and locals.
Cultural Preservation: DMOs preserve the destination’s cultural heritage and natural assets, fostering local pride and identity.
Community Engagement: DMOs engage stakeholders, including government agencies, businesses, and residents, in tourism planning and decision-making.
Sustainable Practices: DMOs advocate for responsible tourism policies and support sustainable initiatives to minimize negative impacts on the environment and communities. By promoting sustainable practices, DMOs contribute to the destination’s long-term viability.
Infrastructure Development: DMOs may collaborate with local authorities and businesses to improve infrastructure such as accommodations, and public facilities. These improvements not only enhance the visitor experience but also benefit residents by providing better services and amenities.
Education and Training: DMOs may offer training and educational programs to local residents, equipping them with the skills needed to participate in the tourism industry. This can create employment opportunities and empower individuals to take advantage of the economic benefits of tourism.

Unique Communities in the Sugar River Region in Sullivan County, New Hampshire

The Sugar River region in New Hampshire is located primarily in the western part of the state and covers 527 sq. miles in Sullivan County, New Hampshire. The Sugar River itself flows through this region, starting in the towns of Sunapee and Croydon. It winds its way through communities such as Newport and Claremont.

Map of Sullivan County, New Hampshire (Sugar River Region) — *Map of Sullivan County, New Hampshire*

This area is known for its picturesque landscapes, outdoor recreational opportunities, and historic towns. The Sugar River Rail Trail, a popular recreational trail, follows the path of the former Claremont and Concord Railroad along the Sugar River. It provides opportunities for walking, biking, and other outdoor activities.

In addition, snow sport activities are popular in the winter months including cross-country skiing, snowmobiling, and skiing/snowboarding. Mount Sunapee Resort is a 233-acre skiing destination with a wide variety of terrain for the entire family.

The Sugar River region in New Hampshire offers a mix of rural charm, outdoor adventure, and historical significance, making it a popular destination for visitors and residents alike. Furthermore, communities in the region include: Acworth, Charlestown, Claremont, Cornish, Croydon, Goshen, Grantham, Langdon, Lempster, Newport, Plainfield, Springfield, Sunapee, Unity, and Washington.

Transformation of a Region of New Hampshire Through Collaborative Community Effort

The Mission: Discover Sugar River Region as a Destination Management Organization develops, promotes, and sustains our regional assets to create a thriving visitor economy, improve quality of life for all who live and visit here and becoming a community catalyst.

The Vision: The Sugar River Region provided residents and visitors with an authentic New Hampshire experience through a diverse array of recreational, cultural, economic, and agricultural opportunities.

Sullivan County is one of the least visited areas of New Hampshire, so the goal of the Destination Management Organization is to be that community catalyst. In its first year, Discover Sugar River Region aims to solidify its brand identity, establish key performance indicators, and set long-term objectives while executing initial marketing strategies, materials, and approaches as detailed in this plan.

Through partnerships and active involvement within the community, the organization endeavors to enhance recognition of the destination and its exceptional tourism offerings by employing narrative-driven campaigns and collaborative promotional efforts within the constraints of a budget.

Creating strategic organizational objectives in Destination Management Organizations and positioning a brand as a catalyst in the tourism industry:

The overall objectives of a destination marketing strategy are to:

define the brand positioning and guiding principles
create strategic goals
identify the target audience
outline tactics to deploy

For Discover Sugar River Region, there is a geographic focus in their marketing strategy with the hopes of targeting visitors a short drive distance away (including Vermont, Massachusetts, southwest Main, and east central New York). Other targets are long drive/coach bus roach trippers to New England. Amtrak travelers on the Vermonter represent a potential market as well.

The goal of the project is to target people in the tourism market seeking family fun, local creativity (art enthusiasts, specifically). As well as outdoor adventurers, history, and seasonal travel.

Social media is being employed as an important tool in the marketing process. Local businesses, resorts, and events can be broadcast to the public and reach new people. The DMO can help curate its brand through social media such as Instagram, Facebook, and its website.

The Arts as a Catalyst used by Destination Management Organizations

A study done by Americans for the Arts looked at the Economic and Social Impact of Nonprofit Arts and Culture Organizations and their audiences in Sullivan County, NH. They conducted a survey in 373 diverse regions of the county, Sullivan County being one of them.

The survey asked how much “Audiences Demonstrate Appreciation for the Impact of Arts and Culture”

79.1% said this venue of facility is an important pillar for me within my community
85.4% said “I would feel a great sense of loss if this activity or venue were no longer available”
89.0% said “This activity or venue is inspiring a sense of pride in this neighborhood or community”
86/9% said “My attendance is my way of ensuring that this activity or venue is preserved for future generations”

Based on this survey, the residents of the Sugar River Region value the arts and its impact. The study showed the economic and social impact of the nonprofit arts and culture industry. Surprisingly, in Sullivan County, the sector generates $10.2 million in overall economic activity during 2022.

Arts and culture strengthen the visitor economy, with 41.9% of attendees who are nonlocal visitors spending $37.71. 78.9% of nonlocal visitors stated that their primary purpose of visiting the region was to attend an art-related event.

So, Discover River Region aims to continue supporting the development of the arts in the region further, as it is one of the main economic drivers.

Destination Management Organization Creating a Brand to be a Catalyst in Collaboration with the Community:

The Chairperson of the Board of Directors for DSRR and Chamber of Commerce, Elyse Crossman, hopes the DMO will help create a regional sense of identity and pride in the region. The area has long been overlooked in New Hampshire, and she hopes this will slowly change through their tourism development work.

*Infographic explaining the various agencies involved in supporting DSRR*

The DMO is still in its early stages, so the extent of its success as a community catalyst is still to be determined; but Elyse Crossman has high hopes. One of the things Solimar brought to the process is helping everyone get to their vision of a shared identity. During the development, Elyse has seen a willingness to collaborate from local businesses that she has never seen before.

Developing a Sustainable Future for The Sugar River Region

Ultimately, the goal of Solimar’s work in the region is to set up a DMO that will run smoothly after the contract is finished. The project is off to a successful start, but there is still vital work to be done to ensure its long-term viability.

The Sugar River Region Project team to lay the foundation for the DMO to run smoothly into the future. Additionally, community engagement and collaboration are key to the success of this endeavor. The overall hope of the DMO is to increase the quality of life for residents of the region through economic stimulation. This will make the Sugar River Region a desirable destination to visit, work, and live.

*Aerial photograph of Downtown Claremont, New Hampshire*

Learn more about the Sugar River Region and all of the great things to see, do, and eat in the region HERE!

Present and Future of AI Evolution in Tourism

Written by Alina Galiullina on May 19, 2024. Posted in Blog.

Understanding the Role of AI in the Tourism Industry

In recent years, the tourism industry has witnessed a transformative shift in how travelers plan and book their trips, thanks to advancements in artificial intelligence. Artificial Intelligence (AI) is a technology that empowers machines to learn and autonomously make decisions. This technology is propelled by natural language processing, meaning that it does not need human assistance to interact with customers, as it can simulate human intelligence. For instance, AI can solve problems, identify similar patterns, make decisions, and learn from mistakes. Particularly, businesses in the tourism industry use AI to improve customer service and perform administrative tasks.

AI has changed the tousrim industry — *Photo by Tara Winstead on Pexels*

Tourism development is undoubtedly an ongoing process, but how has AI changed the tourism industry? How did tourism companies implement cutting-edge AI technology, and what is the outcome? Let’s delve further into this topic to investigate.

Key Features of Chatbots and Virtual Assistants

An increasing number of companies are beginning to use chatbots and virtual assistants to allocate human resources effectively and optimize administrative tasks. Thus, it has been extensively adopted by multiple travel companies for online customer service, personal assistants, automotive voice assistants, and more.

Essentially, a chatbot is a subset of virtual assistants that focuses on conversational interaction, while virtual assistants include a broader set of features and capabilities beyond chatbot communication.

Features of Chatbots and Virtual Assistants on Travel Platforms — *Photo by ThisIsEngineering on Pexels*

Here are some tasks that chatbots and travel assistants can do:

Assist in booking flights, hotels, and accommodations
Provide real-time information on prices, availability, and promotions
Answer travel-related queries and offer destination recommendations
Streamline booking processes and handle reservation modifications
Deliver updates on travel itineraries
Offer customer support for concerns and unforeseen changes
Ensure a seamless communication channel for users throughout their journey
Contribute to simplifying and personalizing the travel experience on platforms

Implementing chatbots and virtual assistants in travel platforms is a versatile tool, offering assistance throughout the entire travel journey—from initial planning to post-trip feedback.

How AI Revolutionizing the Tourism Industry

As the tourism industry continues to evolve, the integration of AI introduces a conversational interface that allows travelers to learn about destinations, seek recommendations, and obtain real-time assistance during trip planning. In the past, preparing for a trip used to consume countless hours for the traveler. In our digital era, there is no more need for that, and AI has solved this problem.

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Photo by Anna Shvets on Pexels

Let’s illustrate how AI has changed the booking process in the tourism industry:

Booking Affordable Flight Tickets

Consider a scenario where a traveler seeks to purchase flight tickets at the most reasonable price. By enlisting the assistance of an AI, the traveler can inquire about today’s flight prices, compare them with historical trends, and monitor any fluctuations. This empowers travelers to make informed decisions about when to book confidently and at the best price.

Hotel Selection

Another situation is when a traveler asks an AI assistant to find a hotel in Paris for one week for a family of 3 people+2 dogs with the requirement that the location is in the city center, equipped with a pool, and pet-free. Rather than navigating through an overwhelming array of hotel descriptions, travelers can efficiently choose from a curated list generated by AI. Additionally, travelers can ask questions regarding the weather forecast, tourist attractions, etc.

24/7 Travel Assistance

The AI assistant is available around the clock, allowing travelers to quickly resolve issues with their travel plans, saving time and avoiding long hotline waits.

Benefits of Implementating AI/ChatGPT in the Tourism Industry

More travel companies are integrating AI into their operations to provide a more intuitive and personalized experience. Booking.com, in particular, has recently incorporated the AI Trip Planner on its travel platform to enhance user interaction and deliver recommendations based on individual preferences.

Another well-known travel company, Expedia, has launched its app powered by ChatGPT. Peter Kern, the Vice Chairman and CEO of Expedia Group, underscores the importance of this integration, stating, “Every great trip can be made or lost while planning and shopping.” By implementing ChatGPT, companies can make booking more informative and easier for travelers. This ensures that travel businesses no longer lose customers due to operational inefficiencies and workforce limitations.

Furthermore, integrating AI can significantly enhance companies’ online visibility cost-effectively. Instead of incurring expenses on hiring social media managers for content creation, businesses can seamlessly incorporate AI technology into their operations, potentially replacing traditional roles. This shift is crucial for small and medium enterprises and destination management organizations operating on limited marketing budgets. By leveraging AI in content generation, these entities can efficiently manage their online presence, ensuring a strategic and economical approach to marketing.

Drawbacks of AI in the Tourism Industry

While AI-powered chatbots and virtual assistants have undeniably enhanced customer service in the tourism industry, they have notable drawbacks. For travelers lacking proficiency in technology or individuals with disabilities, these AI applications may create barriers, emphasizing the need to ensure accessibility and inclusivity for all travelers. Another drawback is that AI replaces human tasks with machines, such as chatbots, that assist customers. While this enhances efficiency, it also results in the displacement of human jobs. Achieving a balance between technological advancements and preserving the human touch in tourism is a challenge that requires careful consideration.

Moreover, using AI in the travel industry raises valid data privacy and security concerns. AI systems gather and analyze extensive traveler data, encompassing personal details, travel habits, and preferences. This accumulation of sensitive information introduces a potential risk of data breaches or misuse. To address this concern, travel companies must prioritize robust cybersecurity measures and adopt transparent practices in handling data. By doing this, travel companies can protect their customers’ private information and build confidence in using AI in the travel industry.

AI in the Tourism Marketing

In today’s digital era, AI is a game-changer in tourism marketing. Predicting customer behavior and preferences is crucial, and AI emerges as a vital tool for personalizing data and fostering closer connections between customers and businesses. This underscores the widespread integration of AI across various industries. For instance, in the tourism industry, it can help to analyze extensive amounts of information, identify similar travel patterns and trends, and forecast the behaviors of future travelers. For example, AI can shortly analyze data from previous years provided by the World Tourism Organization, outlining peak tourist demand for the upcoming year in a specific destination.

The utilization of AI is essential for tourism marketers, as it aids in attracting a specific audience, interacting more effectively with visitors, and optimizing ad budgets. It is noteworthy to mention that launching a tourist product requires in-depth knowledge, and with AI tools, this becomes possible. AI tools can track online tourist activity on social media, providing tourism marketers with valuable insights into public opinions.

how to use AI in tourism marketing — Photo by Pixabay on Pexels

Future of AI in Tourism

Looking ahead, there is a promising outlook for the advancement of AI in trip planning. There is a future where AI swiftly rectifies bookings during changes or cancellations and proactively identifies issues before travelers even notice them, providing proactive solutions. This heightened level of seamless integration could involve consolidating travel, accommodation, and other bookings into a single payment system. In this scenario, if a flight experiences delays, the AI would automatically adjust the airport pickup schedule and notify the hotel, all without requiring any action from the traveler.

The momentum of AI integration is rapidly increasing, bringing us closer to a future where hotels’ virtual butlers are aware of travelers’ preferences upon entering a room, and self-driving taxi cars and shuttles become commonplace. With automated processes like check-in and bag-drop and face-recognition technology at airports such as Amsterdam and London, there’s no need to face front desk agents or customs officers directly. This outlines a future where AI not only streamlines the travel experience but also foresees and tackles potential challenges, enhancing overall efficiency and creating a more seamless journey.

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Category: Blog