Why did I Choose to Intern with Solimar International?
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. 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:
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.
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.
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.
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.
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
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 Cornish-Windsor Covered Bridge spanning the Connecticut River
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.
Children drawing in a park
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!
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.
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.
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.
Photo by Pixabay on Pexels
Future of AI in Tourism
Photo by Mikhail Nilov on Pexels
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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According to forecasts from the United Nations World Tourism Organization (UNWTO), the global tourism sector is anticipated to witness a substantial increase, with projections indicating a surge to 1.8 billion tourists annually by 2030. This growth underscores the pivotal role of tourism destinations in driving economic progress. However, the sector’s expansion is poised to be significantly impacted by the effects of climate change, both directly and indirectly.
Tourism can exert a substantial influence on the environment, contributing to pollution, waste generation, and harm to local ecosystems and biodiversity. Meanwhile, climate change introduces additional challenges such as flooding, land degradation, loss of natural habitats, saltwater intrusion, diminished food resources, and heightened storm intensity. Tourism businesses can be catalysts in either exacerbating climate change-induced challenges or champions in helping communities and destinations address these threats head-on.
The pressing issue of climate change in destinations, exacerbated by escalating greenhouse gas emissions and resultant global warming, will be a defining challenge for the tourism industry over the next several decades. Consequently, the tourism sector bears a significant responsibility to champion environmental preservation and adopt sustainable practices to effectively address the challenges posed by climate change in the realm of travel and tourism.
In this blog post, we will discuss the significance of tourism in helping destinations address climate change. Specifically, we will explore tourism for climate change adaptation and mitigation, its role in decreasing carbon emissions, its impact on local economies, and its potential for promoting environmental education and awareness.
Tourism Destinations for Climate Change Adaptation and Mitigation
Climate change mitigation endeavors to curtail greenhouse gas emissions, where the travel and tourism sectors play a pivotal role. The most important approach involves reducing energy consumption through enhanced energy efficiency measures and the adoption of renewable energy sources. Offsetting carbon emissions via carbon offset programs can also be an important strategy and one that has grown substantially in interest and scale over the past decade. However, it is important to note the significant criticism that carbon offset programs have received, and thus such programs must also come alongside significant and meaningful reductions in emissions from the source.
Numerous tourism enterprises are actively engaging in these initiatives. In regions like the Maldives, distant travel destinations, air travel significantly contributes to the tourism industry’s carbon footprint. Attaining Net Zero emissions poses a formidable challenge due to the complexity of eliminating carbon emissions. Nevertheless, some establishments in the Maldives, like Soneva Resorts, have implemented a successful mitigation strategy that targets both direct and indirect carbon emissions. Consequently, certain resorts strive for carbon neutrality by leveraging sustainable energy resources and participating in carbon offset programs.
Climate change adaptation, on the other hand, aims to fortify the resilience of societies, economies, and ecosystems against the existing impacts of climate change. Within the travel and tourism industries, efforts are directed towards safeguarding vulnerable ecosystems and enhancing adaptability. These efforts encompass activities such as coral reef restoration, ecosystem conservation, and sustainable tourism practices.
Many tourism establishments are embracing these adaptation strategies. As an illustration, they delve into pioneering coral restoration methods, such as the initiatives undertaken by Reefscapers. This organization collaborates with resorts to execute management and restoration strategies aimed at rejuvenating marine ecosystems and enhancing the appeal of tourist destinations. Additionally, these companies are actively involved in educating and supporting local communities to raise awareness and bolster resilience against climate change effects.
It is important to note that climate change adaptation and mitigation are two sides of the same climate coin: strategies must be advanced in both in order to secure a viable and just future for humanity. The travel and tourism sector actively contributes to addressing and alleviating climate change by employing diverse strategies. These include enhancing energy efficiency, implementing nature-based solutions initiatives to both absorb carbon and address societal challenges and promoting ecosystem conservation. Collaboration among tourism enterprises, local communities, and governmental bodies is deemed crucial in fostering effective climate change mitigation and adaptation efforts.
Contributing to the Reduction of Carbon Footprints while Preserving Nature
Climate change exerts a diverse range of impacts on various destinations, spanning from heightened occurrences of extreme weather events to shifts in natural landscapes. Prominent tourist sites are contending with unprecedented challenges, with coastal tourism proving especially susceptible to the repercussions of climate change. The imminent menace of rising sea levels poses a direct threat to coastal regions. Essentially, escalating temperatures, adverse weather patterns, and increasing sea levels are gradually eroding the essence of historical landmarks and cultural assets. Nonetheless, tourist areas can undertake diverse initiatives to curb carbon emissions while conserving the environment.
What are the various efforts being made to save nature and reduce carbon footprints?
1. Nature-based Solutions
Nature-based Solutions (Credit: IUCN)
One first is Nature-based Solutions. The International Union for Conservation of Nature (IUCN), a global entity dedicated to nature conservation and sustainable natural resource management, has championed the concept of nature-based solutions. These solutions encompass actions that safeguard, sustainably manage, and restore nature while simultaneously addressing societal challenges. Nature-based solutions yield a plethora of benefits. They aid in climate change adaptation, mitigate disaster risks by offering protection against storm surges, combat coastal erosion, and even reduce insurance costs.
Nature-based Solutions (NbS) play a key role in both mitigation and adaptation. When considering mitigation strategies, NbS offers significant potential for carbon capture and storage. The Intergovernmental Panel on Climate Change (IPCC) notes that by 2030, NbS could contribute 30-37% of the cost-effective mitigation required to limit warming to below 2°C. NbS can effectively combat the effects of climate change by sequestering and storing carbon dioxide from the atmosphere through ecosystem preservation and restoration efforts.
When considering adaptation strategies, Natural-based Solutions (NbS) provide crucial support for enhancing resilience against climate-related risks. For instance, coastal ecosystems such as blue-green algae and coral reefs in the Maldives play a vital role in safeguarding communities against storm surges and coastal erosion, thereby mitigating the impacts of severe weather conditions. These ecosystems offer essential services that can aid in climate change adaptation.
Tourism enterprises can advance Nature-based Solutions by investing in them to reap economic benefits, enrich tourists’ experiences, address climate change risks, fulfill social obligations, and collaborate with local communities. This strategic approach not only promotes environmental preservation but also bolsters competitiveness.
Moreover, Nature-based Solutions contribute to improving air and water quality, reducing disease transmission associated with habitat loss, and nurturing educational and psychological well-being. Particularly in island locales, the adoption of natural moisture retention methods can amplify soil moisture absorption and decrease marine pathogens. By embracing them, the dual objectives of reducing carbon emissions, conserving nature, and supporting local communities are efficiently met.
In the Maldives under the USAID Climate Adaptation Project, Solimar International recently supported the Ministry of Tourism in creating the first Climate Action Plan for Tourism in the history of the country. This Action Plan outlines concrete steps for tourism businesses to both mitigate and adapt to climate change through strategies like incorporating community priorities, diversifying business revenue, and investing in NbS via innovative climate financing schemes. You can read the full Action Plan here.
Tourism plays a pivotal role in bolstering local economies, thereby contributing to greater economic resilience. However, tourism can also cause dependence on the industry and make destinations more vulnerable to shocks like climate change. Thus, the importance of diversifying local economies through tourism initiatives is key. Encouraging the consumption of locally sourced goods and services can lead to tangible enhancements in local economies. This approach not only generates employment opportunities within communities but also elevates income levels, fostering sustainable development.
The Maldives is one such successful example of climate change adaptation through the integration of community needs and priorities.
The Islands of Horsburgh (Credit: The Horsburgh Atoll Tourism Alliance)
Based on the Maldives Tourism Climate Action Plan, the allure of the Maldives, characterized by its pristine beaches and vibrant coral reefs, faces threats from climate change. Presently, many resorts and guesthouses in the Maldives encounter challenges in sourcing local produce, often resorting to external markets for essentials like tuna or seafood. While this may seem financially prudent initially, these supply chains are susceptible to climate change-induced disruptions, leading to escalating costs over time.
However, by emphasizing community experiences and locally procured goods, the Maldives can effectively ensure local destination resilience while revitalizing its local economy. Interdependencies among food security, climate change, and biodiversity are evident in the Maldives. Local resorts in the Maldives have championed locally sourced products through initiatives like local contract farming in regions such as Addu Atoll. Collaborations like the one between Addu Atoll and the Addu Meedhoo Corporate Society have facilitated local food production. The Maldivian government has also pledged support by providing agricultural resources and requisite training to cultivate selected crops on 40 key agricultural islands.
Community and Culture in the Maldives (Credit: The Horsburgh Atoll Tourism Alliance)
Integrating permaculture projects can tangibly sequester carbon, leverage carbon markets, cater to hotel guests, or introduce value-added products for sale in hotel establishments or spas. These endeavors have curtailed food miles and hotel carbon emissions, conserved local culinary heritage, and agricultural customs, and created employment opportunities for marginalized groups.
Moreover, concerning fisheries in the Maldives, numerous companies have collaborated with local communities to supply proteins like fish from neighboring islands. By engaging local fishermen to establish new markets for previously exported marine products, these companies have mitigated carbon emissions, facilitated robust supply chains, and promoted sustainable fishing practices.
The tourism sector plays a pivotal role in rejuvenating local economies by nurturing enterprises and human resources while safeguarding the environment. Tourism enterprises can bolster local economies by offering employment to community members and preserving local culture and natural habitats. This concerted effort not only addresses climate change but also cultivates a sustainable tourism model, fostering the development of local communities.
Promoting Environmental Education and Awareness in Tourism Destinations
Environmental education is crucial in enlightening travelers about the significance of environmental conservation and fostering a consciousness for sustainable travel practices. Tourism operators can cultivate awareness among travelers by integrating environmental education programs before or after their journeys and disseminating information on sustainable travel practices.
Fundamentally, tourism is a conduit for advancing environmental education and consciousness-raising efforts. By integrating components that educate travelers on local heritage, ecosystem preservation measures, and sustainable lifestyles, individuals can develop a deeper understanding and appreciation for the global environment.
Let’s look at specific regions like the Horsburgh Atoll and the Bangladesh Sundarbans, where we witness exemplary cases of environmental stewardship and sustainable practices.
Horsburgh Atoll (Credit: The Horsburgh Atoll Tourism Alliance)
The Horsburgh Atoll, nestled in the Maldives, represents a treasure trove combining natural splendor and historical significance. With a unique ecosystem and historical heritage, the atoll is safeguarded and nurtured through environmental education initiatives. Emphasizing sustainable tourism, Horsburgh ensures the conservation of the atoll’s beauty while promoting eco-friendly tourism activities and fostering awareness of sustainable practices within marine protected areas. Furthermore, visitors can engage with local communities, delving into their distinct traditions and craftsmanship, such as intricate woven mats, wood carvings, and traditional Maldivian lacquerworks. These immersive experiences not only enhance cultural understanding but also underscore the interconnectedness and vitality of ecosystems.
Under the USAID Climate Adaptation Project, Solimar has supported the creation of the first Destination Management Organization (DMO) in the Maldives: The Horsburgh Atoll Tourism Alliance (HATA). HATA is a dedicated group of local tourism stakeholders committed to ensuring that tourism in the Horsburgh Atoll contributes positively to community benefits, environmental awareness, and climate adaptation. United by a shared vision, HATA brings together local businesses, conservationists, and community leaders to promote sustainable tourism practices that protect the atoll’s unique ecosystem while enhancing the livelihoods of its inhabitants. By enabling local communities to manage tourism on their terms and ensuring tourism is a force for the environmental education of future visitors, this model ensures that locally relevant solutions can be designed and funded to support climate adaptation efforts.
Discovering the Sundarbans (Credit: Greater Sundarbans EcoTourism Society)
The Sundarbans region prioritizes alternative income sources to forest resource harvesting and ecosystem restoration endeavors. Exploring the forest, engaging with the local communities, and partaking in guided nature tours like forest hikes and boat trips are more popular among the activities available, all while lodging in environmentally-conscious accommodations. Through active participation in ecosystem revitalization projects, like planting native mangrove saplings, tourists directly contribute to enhancing the local ecosystem and partake in activities with positive impacts. Environmental education and awareness are fostered through immersive nature and cultural expeditions, providing interpretive knowledge on herbal plants, wildlife, and forest traditions during guided forest treks. Cultural walking tours enable visitors to explore local landmarks, temples, and cultural performances, including traditional dances and songs, thereby immersing them in the rich tapestry of Bangladesh’s coastal culture.
The Munda people, an ethnic community inhabiting the Sundarbans mangrove forest region, maintain a profound bond with their natural surroundings and cultural legacy. Despite such virtues, this community faces obstacles such as restricted access to microfinance, benefits, and jobs, impeding their ability to adapt. In coastal Bangladesh, grappling with the effects of climate change, they encounter difficulties obtaining resources and livelihood opportunities. These challenges are often intensified during disasters such as cyclones, tidal surges, etc., that reduce agricultural and other production. Additionally, initiatives to aid them encounter financial limitations, impacting their capacity to maintain their livelihoods and access government support.
However, by engaging with this community, opportunities exist to introduce educational initiatives, and resource and capacity development projects that can facilitate community advancement. Moreover, endorsing sustainable business practices that capitalize on their distinctive local ecological knowledge, expertise, and traditions, along with partaking in Munda festivals and cultural gatherings, can bolster appreciation for their ethos and heritage. This approach nurtures mutual respect, opens avenues for their seamless integration within the broader local community, and reduces racial gaps. Consequently, visitors will be able to discover a cottage managed by the Munda community and learn about The Greater Sundarbans EcoTourism Society’s contribution to branding these cottages. This initiative aims to provide tourists with a genuine indigenous experience, promoting a better understanding of the interconnected relationship between local communities and their surroundings.
In tackling the challenges posed by climate change, the tourism sector can significantly contribute by empowering marginalized groups who often encounter social marginalization. By involving these communities, they can secure livelihoods and actively participate in climate resilience endeavors, thus improving their living standard. The pivotal role of the Greater Sundarbans region in supporting these endeavors cannot be understated.
* (Check out the Bangladesh Ecotourism and Conservation Alliance website to discover more about the USAID Ecotourism Activity project in and around the Sundarbans Reserved Forest through the development, management, and marketing of sustainable tourism)
The Sundarban Tiger (Photo Credit: Vignesh, Pexels)
Underscoring the significance of sustainable development through environmental education is imperative to strike a harmonious balance between local economic progress and environmental conservation. These initiatives play a pivotal role in fostering the sustainable growth of local communities and offering travelers a glimpse into the region’s distinctive culture and natural allure. By championing climate change awareness, preserving indigenous ecosystems and cultures, and providing immersive encounters, these endeavors significantly enrich the travel experience.
Another example of how locally relevant solutions can empower climate change mitigation and adaptation is the Sundarbans EcoVillages situated in the Sundarbans region of Bangladesh. The Sundarbans EcoVillages comprise multiple villages or communities rather than a singular location. This initiative revolves around community-based tourism, empowering residents to generate diverse sources of income from tourism activities instead of depending on unsustainable resource extraction from the Sundarbans for their livelihoods. By establishing eco-tourism initiatives rooted in community values, the region has transformed into a destination that encourages community involvement and enables visitors to engage deeply with the Sundarbans’ ecological and cultural marvels for extended durations.
Moreover, the communities serve as a hub for unique encounters, educational interactions, and cultural immersion, fostering a profound bond between the community and the natural environment. This community-based tourism concept actively promotes rural advancement and biodiversity conservation, offering guests various programs to rejuvenate the ecosystem. For instance, visitors can aid in ecosystem conservation by purchasing local artworks or engaging in a tree-planting initiative to cultivate mangroves around the EcoVillages.
These endeavors not only empower travelers to diminish their carbon footprint but also yield a positive impact in combating climate change, including mitigating global warming.
Conclusion: The Crucial Role of Tourism in Combating Climate Change
Spotted deer in the Sundarbans (Photo Credit: nicolasdecorte, istock)
In conclusion, the tourism sector holds significant potential in the fight against climate change. By emphasizing sustainable travel, reducing carbon footprints, backing local economies, and fostering environmental awareness, tourism enterprises actively contribute to environmental protection and climate change mitigation.
Also, tourism plays a pivotal role in climate change mitigation by bolstering local economies, preserving ecosystems, advocating environmental education, and endorsing sustainable tourism practices. The tourism industry can effectively combat climate change by championing positive environmental impacts while fostering community and environmental well-being.
Nonetheless, the sustainable future of tourism hinges on a collaborative effort between travelers and industry stakeholders. By opting for eco-friendly accommodations, embracing low-impact transportation, and making sustainable travel decisions, individuals can aid in building resilient destinations. Prioritizing community welfare and minimizing carbon emissions are crucial to achieving sustainable development goals.
The dynamic tourism landscape necessitates a transition towards responsible and environmentally conscious travel practices. Embracing sustainability, fortifying destination resilience, and enriching traveler education are key elements in safeguarding the future of the tourism sector. Today’s decisions will shape tomorrow’s travel experiences as we confront the challenges of climate change.
By comprehending the intricate interplay between climate change and tourism, we envision a future where exploration and conservation coexist, fostering widespread appreciation for the Earth’s natural wonders.
We must all work together to protect the future of our planet.
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