Tag: sustainable tourism

Hands raising towards the blue sky

Transforming Tourism Management: The Stewardship Role of Destination Management Organizations

The role of destination management organizations (DMOs) in the tourism industry goes well beyond traditional destination marketing and tourism experience management. New studies indicate a shift in managing destinations. Instead of focusing solely on revenue, there is now a greater emphasis on implementing sustainable tourism practices in destinations.

This approach, often referred to as destination stewardship, emphasizes the importance of maintaining the cultural, environmental, and economic integrity of tourist destinations. It requires a collaborative effort involving multiple stakeholders, including the public-private sector and civil society.  Full collaboration among these sectors is essential for destination management organizations to successfully implement sustainable tourism practices. Effective collaboration means listening to everyone’s opinions and making decisions based on democratic governance values like transparency, accountability, participation, and equity.

Following these principles can make DMOs’ destinations more sustainable. They can also improve residents’ lives by boosting the economy, promoting community involvement, and protecting cultural heritage.  An effective DMO backed by a community can be a powerful force for good.

A community coming together to plant trees in a park, promoting environmental stewardship and sustainability in urban greening projects.
Adobe Stock by Plaifah

The Destination Management Organization Model: A Microcosm of Democratic Governance

Democratic systems cultivate stability and economic prosperity within their jurisdictions. The governance structure of destination management organizations serves as a microcosm of democratic entities by incorporating fundamental democratic values into their governing framework. Like larger democratic institutions, DMOs can have a strong foundation of governance that determines their operational framework. Here are key democratic aspects present in both governing democracies and DMOs:

  1. Popular Sovereignty: DMOs can sustain themselves through regular elections and the consent of their members.  DMO stakeholders determine the cross-sector individuals who will fill their leadership roles and board of directors.
  2. Governing Documents: DMO stakeholders across all sectors contribute to creating essential documents such as Articles of Incorporation, By-Laws, and Board policies. These documents establish a clear organizational structure, promote transparency through defined procedures, and ensure accountability with regular audits and evaluations.
  3. Accountability and Transparency: ​​DMOs make their governing documents and regular reports on key performance indicators, financial performance, and sustainable tourism strategies publicly available. This ensures that their effectiveness and operations are transparent to stakeholders and the community, typically through their website.
  4. Pluralism and Collaboration: DMOs foster public-private dialogue by serving as platforms where the public and private sectors can engage in effective communication and collaboratively make decisions on policy development, sustainability initiatives, and community building. This collaboration is crucial for maintaining sustainable travel destinations and emphasizes the democratic principles of diversity and inclusivity.
  5. Equity and Reciprocity: DMOs strive to ensure that the economic benefits of tourism are distributed equitably and reinvested into the community. They achieve this by investing in capacity building, creating job opportunities, and supporting cultural and environmental conservation efforts. This approach enhances local development, highlighting the widespread impact of the tourism industry on every individual living within the destination.

Who Exactly Are the Stakeholders in Destination Management Organizations?

The term “stakeholders” can sometimes feel all-encompassing or even ambiguous. However, in the context of DMO governance, it is crucial to clearly define and involve key groups. Effective tourism management requires collaboration among a diverse range of stakeholders, ensuring that a wide array of interests and perspectives are represented in decision-making processes. In DMO governance, it is essential to have a balanced representation from the public sector, private sector, local residents, and non-governmental organizations.

The image shows four wooden game pieces standing in a row, each a different shade of brown, ranging from dark to light. The pieces are arranged in a gradient, symbolizing diversity and inclusion. The background is blurred, drawing focus to the game pieces and their subtle differences in color and texture.
Photo by Pixabay
  • Public Sector: Political decision-makers at municipal, regional, and national levels who set policies and regulations for a myriad of industries, including tourism and hospitality.
  • Private Sector: The tourism and hospitality industry directly impacts commercial tourism industry stakeholders, such as businesses and service providers.
  • Local Community: Local residents and citizens, who are essential in providing authentic cultural experiences and ensuring that tourism benefits are equitably distributed.
  • Non-Governmental Organizations (NGOs) and Special Interest Groups: These organizations often focus on specific issues, such as environmental conservation, cultural heritage preservation, or social equity.

Studies focusing on community-led tourism highlight the importance of including all stakeholders in decision-making. This approach ensures that tourism’s benefits are shared fairly across economic, social, cultural, and environmental dimensions.  When local communities are actively involved, it grants local residents more agency.  This has the potential to improve their quality of life and preserve cultural heritage. There is a greater consensus on sustainable destination management strategies.

Examples of Democracy and Governance in Destination Management Organizations

A landscape picture of the Maldives with white sand beaches and turquoise water and palm trees in the distance.
Goidhoo Atoll, Photo by Horsburgh Atoll Tourism Alliance

Horsburgh Atoll Tourism Alliance (HATA): Maldives

The Horsburgh Atoll Tourism Alliance (HATA) is the first community-led destination management organization in the Maldives. It represents stakeholders from the small islands of Goidhoo, Fulhadhoo, and Fehendhoo. With 89 members, HATA has grown significantly from its humble beginnings.

The Origin of Horsburgh Atoll Tourism Alliance

During the COVID-19 pandemic, while the Maldivian government allowed foreign-owned resorts to accept tourists, it indefinitely delayed the reopening of local guesthouses. In response, tourism entrepreneurs in Horsburgh Atoll organized to advocate for their community’s interests, successfully lobbying for their right to reopen.

Building on this victory, the founding members of HATA set their sights on developing a tourism model that prioritizes community resilience and promotes environmental stewardship. They began collaborating on managing and marketing the destination, establishing HATA as the first community-led Destination Management Organization in the Maldives. In January 2023, Solimar International through the USAID Climate Adaptation Project, and began supporting this initiative, aiming to strengthen destination resilience in the face of climate adaptation challenges.

Democratic Governance and Sustainable Tourism Initiatives

HATA recently completed its elections and established its governing documents, establishing itself as a democratic entity. Now, it is preparing for its formal launch in September 2024. Island Council members and the Women’s Development Committee (WDC) members represent the public sector, while the private sector includes business owners such as accommodation providers, restaurant owners, and tour operators. Community members form the majority of HATA’s membership.

Collaborating with international development organizations, HATA has developed a Sustainable Tourism Destination Management Plan. This plan is available to the public and outlines strategies to ensure that tourism in the atoll contributes positively to both the conservation of natural resources and the well-being of its inhabitants. Key initiatives include:

Environmental Conservation
  • Restoring mangroves and seagrass beds. 
  • Setting guidelines to prevent harmful activities like fish feeding and improper anchoring.
  • Conduct regular restoration efforts like beach clean-ups and planting native vegetation
Community Building 
  • Training for tour guides, park rangers, activity providers, and artisans.
  • Promote local products and services to boost community revenues.
  • Hold community engagement sessions to gather feedback on tourism initiatives.
Cultural Conservation
  • Create museum spaces to showcase local heritage.
  • Organize bi-annual cultural events to celebrate tradition.
  • Support the establishment of cultural areas that preserve the Atoll’s heritage.

 

The Horsburgh Atoll Tourism Alliance (HATA) is a pioneering, community-led organization in the Maldives that exemplifies the strength of democratic governance in tourism management. As they prepare for their formal launch in September 2024, HATA is planning a comprehensive full-day event spanning the islands of Goidhoo, Fulhadhoo, and Fehendhoo. This event aims to raise awareness and inspire both tourists and residents by showcasing how democratic governance and inclusive decision-making can lead to equitable and positive outcomes for the entire community.

2. Ataúro Island Tourism Association (ATKOMA): Timor-Leste

Like HATA, the Asosiasaun Turismu Koleku Mahanak Ataúro (ATKOMA) is a community-led destination management organization representing stakeholders from Ataúro Island in Timor-Leste. Formed through support from various partners, including local NGOs and Solimar International through the USAID Tourism for All Project, ATKOMA aims to promote sustainable tourism to enhance the local economy and preserve the island’s natural and cultural heritage.

Origins of Asosiasaun Turismu Koleku Mahanak Ataúro

In 2016, ATKOMA revitalized the existing tourism association on Ataúro Island, Grupo Turizmu Ataúro (GTA). Stakeholders aimed to ensure that the destination management organization’s governance was inclusive and that the local community experienced the economic benefits of tourism. In 2019, ATKOMA partnered with USAID and Solimar International to develop the Sustainable Management Plan for Ataúro Island

While the local government established several strategies to address areas such as tourism, infrastructure, and economic development, the SMP unified these efforts under a single framework. This framework prioritized environmental conservation, sustainable livelihoods, and cultural preservation to promote sustainable destination development that benefited the entire community.

Traditional boat with Beautiful nature of blue sea sand and Turquoise color water waves at Atauro Island, Timor Leste
Adobe Stock by faizzaki

Democratic Governance of Asosiasaun Turismu Koleku Mahanak Ataúro

Following an in-depth situation analysis, conversations with the public, private, and local communities of Ataúro Island yielded a unified vision: “Ataúro’s biodiversity and natural environment are protected, essential ecosystems are secured for people and nature, and livelihoods are sustainable and support the preservation of social and cultural heritage.”  

Stakeholders in ATKOMA consist of community members and enterprises who collaborate with local island councils and other government entities at the municipal and national levels. Since the conception of Ataúro Island’s public-private sector DMO, ATKOMA, the island’s tourism industry has been revitalized. Through democratic governance and public-private sector collaboration, ATKOMA accomplished the following:

Exotic hills and beaches of Fatucama promontory in Dili, Timor Leste
Adobe Stock by DODO HAWE
  • Collaborated with scientific research organizations and government entities to designate 13 Marine Protected Areas by revitalizing the cultural practice of tara bandu. Activities in these protected areas are regulated by both the local government and a community co-management committee.
  • After several meetings with the national government, ATKOMA represented the whole community and successfully prevented a casino from being built on the island. The casino would have harmed the integrity of Ataúro Island, known for its small eco accommodations and rich biodiversity.
  • Partnered with MAF Timor-Leste to launch the first air shuttle service to Ataúro Island, increasing economic revenue for tourism businesses and tourism-adjacent businesses.
  • Recognized by Green Destinations as one of the Top 100 Stories competition, an annual competition that celebrates and promotes sustainable tourism initiatives from destinations globally.

Future of Tourism in Asosiasaun Turismu Koleku Mahanak Ataúro

The Ataúro Island Tourism Association (ATKOMA) exemplifies the transformative power of democratic governance in destination management organizations. Their next goal is to transition from a Whale Heritage Area candidate to a designated site. Assisted by the World Cetacean Alliance, Ataúro Island is establishing practices that meet the sustainability-focused criteria for this designation.

3. Greater Sundarbans Ecotourism Society (GSETS): Bangladesh

The Greater Sundarbans Ecotourism Society (GSETS) is Bangladesh’s first destination management organization. With the assistance of Solimar International through the USAID Ecotourism Activity, diverse stakeholders formed GSETS to promote sustainable tourism in the world’s single largest mangrove forest, a UNESCO World Heritage Site, and a Ramsar Site. GSETS’ vision is to raise awareness and harness Bangladesh’s natural, cultural, and historical assets to develop an inclusive tourism sector that engages local communities and maximizes conservation benefits.

The Origin of Greater Sundarbans Ecotourism Society

The region around the Sundarbans Reserved Forest is home to millions of Bangladeshis who rely on mangrove resources for their livelihoods. However, poaching, trafficking, deforestation, human-wildlife conflict, oil spills, and unsustainable resource extraction threaten its biodiversity. Climate change and unregulated tourism further endanger the Sundarbans. When locals do not see tourism improving their lives, they feel less ownership. GSETS unites the private sector, government sector, NGOs, and protected area authorities to collaborate on protecting and maintaining this vulnerable region while providing locals with alternative livelihood opportunities.

Democratic Governance of Greater Sundarbans Ecotourism Society

A Board of Directors was selected from various stakeholder groups, forming the democratic governance of Bangladesh’s first destination management organization. Mirroring the structure of HATA and ATKOMA, GSETS’ governance ensures an array of stakeholders have a voice in decision-making.

The Bangladesh Ecotourism and Conservation Alliance, which includes Solimar International, government ministries, associations, nonprofits, and private enterprises, supported the establishment of GSETS under the USAID Ecotourism Activity. This alliance provides digital marketing technical assistance, staff and member training, and helps secure membership dues and other revenue streams for sustainability.

The Bangladesh Forest Department under the Ministry for Environment, Forest and Climate Change manages the Sundarbans Reserved Forest. GSETS members hope to collaborate with these government entities to build a responsible tourism industry and use funds to maintain the mangroves and surrounding regions. Under the USAID Ecotourism Activity, a Sundarbans Ecotourism Master Plan is being developed for the Bangladesh Forest Department which implements policies around capacity building of concerned public and private stakeholders, public and private partnerships, collaborative activities, and conservation awareness campaigns. 

Unsplash by Ashique Anan Abir

Objectives of Greater Sundarbans Ecotourism Society

  • S.A.V.E. Destination: Transform the Sundarbans into a center for scientific, academic, volunteer, and educational activities, attracting students, teachers, scientists, and researchers for longer stays.
  • Community Benefits: Improve environmental, economic, and basic human services (livelihoods, water, sanitation, education, and health) through better-managed and inclusive tourism.
  • Governance and Management: Improve tourism governance and natural resource management for Key Biodiversity Areas (KBAs) by partnering with the national government. Use tourism funds to enhance protected areas, maintain the Sundarbans, and manage local resources.
  • Collaboration Platform: Facilitate collaboration among stakeholders to develop the region and leverage tourism’s economic benefits to improve conditions in the Sundarbans and surrounding communities.

The Future of Greater Sundarbans Ecotourism Society

Bengal tiger sitting on a log
Unsplash by Frida Lannerström

At the time this article was written, Bangladesh was in a state of unrest and turmoil. Clashes over a decision to allocate a large quota of government jobs to a specific group of ruling party supporters resulted in hundreds of casualties. Amid ongoing protests, curfews, and internet shutdowns, protesters continued to demand justice for those harmed.

The most recent update from Bangladesh confirms that Prime Minister Sheikh Hasina has resigned and fled the country. The student protesters’ nominee, Professor Muhammad Yunus, a Nobel Peace Prize recipient, has been named the interim leader (Chief Advisor) until the next National Parliament election.
This highlights a pervasive obstacle for those working in the international sector. It exposes the detriments of a corrupt governance system, resulting in injustice against the very citizens it is meant to serve.

Despite the political instability, GSETS leadership remains confident that their mission for a sustainable community and destination will prevail. As Bangladesh’s pioneering destination management organization, they are well-acquainted with overcoming challenges and are committed to continuing their trailblazing work in the tourism industry with unwavering resilience.

Using the Destination Management Organization Model for Tourism Development

The DMO model shares many key attributes with democratic governance. Public access to governing bodies, as well as access to various documents and reporting, promotes accountability and transparency as well as learning from each other, which builds trust. By providing a platform for a variety of voices, the destination management organization model ensures inclusive decision-making. Public-private partnerships highlight its collaborative nature. Whether through capacity-building programs or managing protected areas, the DMO model relies on democratic governance to function efficiently and establish longevity.

At Solimar, we help tourist destinations establish successful destination management organizations (DMOs) because we have seen many success stories from implementing the democratic governance of the DMO model. Destination management organizations not only enhance the sustainability of tourism but also contribute to the overall well-being and resilience of the community. By embracing democratic values, DMOs ensure that tourism development is balanced and aligns with broader goals of community enrichment and environmental stewardship.

Curious about how you can enhance tourism development and community well-being? The DMO model supports democracy and governance by fostering accountability, transparency, and collaboration. Whether you’re a professional, a traveler, or a potential partner, get in touch with Solimar to find out how we can collaborate for positive change.

 

African tourists exploring their continent

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/.

Sustainable Food Tourism: Curating an Identity

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.

benefits of sustainable certification in the tourism industry

Sustainable Tourism Certification: Steps and Benefits

In this modern era, where responsible travel is becoming more popular, the way we travel is changing significantly. Travelers are increasingly looking for authentic experiences that not only satisfy their desire to explore but also have a positive impact on the places they visit. This shift in traveler behavior is closely linked to the growing awareness of global environmental and social issues.  Explore the role of sustainable tourism certifications.

What Are the Key Modern Travel Trends in the Evolving Tourism Landscape?

According to the research of Expedia Group Media Solutions, today’s travelers are making increasingly mindful choices, with 90% actively seeking sustainable options when they embark on their journeys. These conscientous decisions encompass visiting local cultural or historical sites (46%), opting for environmentally friendly transportation options (43%), and venturing into smaller, lesser-known destinations (41%). Notably, travelers are willing to go the extra mile for sustainability, with over half expressing a readiness to pay more for sustainable transportation, activities, or lodging.

This growing interest in sustainable travel leads us to the concept of sustainable certifications. As travelers become more conscientious about their impact on the environment and local communities, they seek businesses and destinations that hold recognized sustainability certifications, which serve as indicators of a business’s dedication to environmental stewardship, community involvement, and ethical conduct, offering travelers the confidence that their choices align harmoniously with their personal values.

Community Engagement, Ethical Practices, Sustainable Management.
Choosing sustainable tourism companies is a way to be a responsible traveler (Photo Credit: Ketut Subiyanto)

What Does Sustainable Certification Mean in the Context of Responsible Tourism?

The essence of sustainable certification lies in a commitment to sustainability and environmental responsibility. Obtaining such certification necessitates adherence to well-defined standards and requirements that comprehensively cover aspects of environmental, social, and economic sustainability. This process is carried out by a reputable third-party organization recognized for its credibility in assessing and certifying sustainability practices within the tourism industry.

What Are the Essential Criteria for Achieving Sustainable Certification in the Tourism Industry?

The specific criteria for sustainable certification can vary widely depending on the organization or body that administers the program. However, common areas of focus for sustainable tourism certifications often include:

  • Environmental Conservation: Ensuring that businesses or destinations minimize their negative impact on the environment, including efforts to reduce energy consumption, manage waste responsibly, and protect natural resources.
  • Social Responsibility: Promoting ethical practices, fair labor conditions, respect for local cultures and communities, and engagement with and support for the well-being of local residents.
  • Economic Sustainability: Encouraging economic benefits for local communities, including job creation, support for local businesses, and contributions to the local economy.
  • Cultural Preservation: Promoting the preservation and celebration of cultural heritage, traditions, and practices within the destination.
  • Sustainable Management: Encouraging responsible management and planning of tourism activities to ensure long-term sustainability.
  • Consumer Education: Providing travelers with information and guidance on sustainable practices and responsible tourism choices.
 Certification Bodies, Environmental Conservation. Tourism certifications. Leading sustainable tourism orgaizations.
Top 10 leading organizations providing sustainable tourism certifications (Photo Credit: Tara Winstead)

These criteria are designed to be straightforward guidelines that consider what we’ve learned over time about how to protect the environment, support local communities, and make tourism more responsible. They provide a clear roadmap for businesses and destinations to follow in order to be more eco-friendly and socially responsible in the world of travel.

Exploring the Leading Organizations Offering Sustainable Certification in the Tourism Sector

Many different organizations offer sustainable certifications to interested parties. They create their own certification rules and focus on specific types of businesses. This process can take a while and can be costly because they need to make sure the standards match the unique needs of each group they’re certifying.The list below features the leading certification bodies in the tourism space:

  1. Global Sustainable Tourism Council (GSTC): GSTC is a global organization that has developed criteria for sustainable tourism. They offer GSTC-recognized standards and certification programs for accommodations, tour operators, and destinations.
  2. Rainforest Alliance: Rainforest Alliance has established criteria for sustainable tourism certification, with a focus on conserving biodiversity, promoting community well-being, and reducing environmental impacts.
  3. EarthCheck: EarthCheck provides criteria and certification for environmental and sustainability performance in the tourism industry, helping businesses and destinations measure and improve their sustainability efforts.
  4. Green Key: Green Key offers criteria for certification of eco-friendly accommodation and restaurants, focusing on environmental management and responsible business practices.
  5. Travelife: Travelife provides criteria for sustainable practices in tour operators, travel agencies, and accommodations, covering environmental, social, and economic aspects.
  6. Fair Trade Tourism: Fair Trade Tourism has established criteria for ethical and responsible tourism, focusing on fair wages, community engagement, and cultural preservation.
  7. Biosphere Tourism: Biosphere Tourism offers criteria for sustainable tourism certifications, emphasizing sustainability in the tourism industry’s various sectors.
  8. QualityCoast: QualityCoast provides criteria for coastal and marine tourism destinations, focusing on environmental and cultural sustainability along coastal areas.
  9. TourCert: TourCert offers criteria and certification for sustainability in the tourism sector, promoting ethical business practices and social responsibility.
  10. Fair Trade Federation: While primarily focused on fair trade, the Fair Trade Federation also offers criteria related to ethical and sustainable practices within the tourism industry.

Who Qualifies for Sustainable Certification in the Diverse Tourism Industry?

Sustainable Certifications, Sustainable Travel Trends, Responsible Tourism. Tourism entities.
Tourism entities meeting sustainability certification criteria and standards (Photo Credit: Pixabay)

Sustainability certification in tourism can be awarded to a wide range of entities involved in the tourism industry. This includes accommodation such as hotels, resorts, and lodges, as well as tour operators, travel agencies, transportation providers (like airlines or car rental companies), and even destinations themselves. Essentially, any entity within the tourism sector that meets the specific criteria and standards set by a recognized certification body can be a recipient of sustainability certification. 

As we have mentioned, certification bodies often tailor their criteria to specific target groups. For example, Green Key primarily focuses on certifying eco-friendly accommodations and restaurants, while Travelife extends its certification standards to cover tour operators, travel agencies, and accommodations. The mentioned approach ensures that sustainability standards are precisely adapted to meet the unique needs and priorities of various sectors within the tourism industry.

What are the benefits of the Sustainability Certification in the Tourism Industry?

Sustainable certification plays a pivotal role in benefiting organizations or destinations within the tourism sector in several ways. The potential advantages are distributed among the company, communities, nature, and travelers. These benefits are outlined below.

  1. Environmental Conservation: Certification encourages businesses to adopt eco-friendly practices, such as energy efficiency, waste reduction, and wildlife protection, contributing to preserving natural resources and biodiversity.
  2. Community Engagement: Businesses with sustainability certifications often prioritize local communities by creating job opportunities, supporting local economies, and involving residents in tourism-related activities.
  3. Ethical Practices: Certifications promote ethical conduct by encouraging businesses to respect human rights, support fair labor practices, and engage in responsible supply chain management.
  4. Consumer Trust: Certifications provide travelers with confidence that they are supporting responsible tourism, leading to increased trust in businesses and destinations displaying these credentials
  5. Market Competitiveness: Certified businesses gain a competitive edge in the market, as they appeal to a growing segment of travelers who prioritize sustainability.
  6. Cost Savings: Sustainable practices often lead to cost savings through reduced energy consumption, waste management, and improved efficiency.
  7. Positive Brand Image: Businesses with sustainability certifications build a positive brand image associated with responsible and ethical tourism.
  8. Regulatory Compliance: Certifications help businesses meet and exceed environmental and social regulations, reducing the risk of legal issues.
  9. Long-Term Viability: Sustainable practices, encouraged by certifications, enhance the long-term viability of tourism destinations by preserving natural and cultural assets.
  10. Global Recognition: Many sustainability certifications are internationally recognized, allowing businesses and destinations to attract a diverse range of travelers worldwide.

These benefits not only contribute to the overall sustainability of the tourism industry but also resonate with travelers who seek responsible and mindful travel experiences. They can make more informed choices, ensuring that their travel aligns with ethical and environmentally friendly values. This enables them to enjoy travel experiences that positively impact the destinations they visit, fostering a sense of fulfillment and satisfaction.

How to Begin the Sustainability Certification Process?

 Sustainable Management, Tourism Industry, Sustainable Tourism Initiatives, Community Engagement, Ethical Practices.
Discover the process of obtaining sustainable tourism certifications (Photo Credit: Handmrts)

Initiating the sustainable certification process begins with readiness, a willingness to engage in a long-term commitment, and envisioning a clear future for the organization within the tourism industry. The steps can follow a structured and coherent sequence.

Step 1: Conduct thorough market research to identify a certification body that aligns perfectly with your organization’s needs and interests. For instance, if you are a travel agency, seek a certification body with well-developed sustainability criteria tailored specifically for travel agencies or tour operators.

Step 2: Initiate contact with the chosen certification body. Typically, they assign a dedicated representative who is keen on expanding their community. Often, they offer a 30-minute informative online meeting introducing certification criteria, duration, pricing, potential benefits, acknowledgments, and more.

Step 3: Many certification bodies provide a coaching system. As a beginner organization, you’ll have a personal coach who guides you through the steps. They’ll assist in baseline assessment, creating a sustainability policy, action plan, and other essential documents. The certification process often occurs online or through specific forms that need to be completed.

Step 4: Upon successfully completing all the required tasks and taking responsibility for future agreed-upon actions, your company will receive the certification and a badge that can be proudly displayed online.

Step 5: This step is an ongoing process that involves continually working on sustainable initiatives, integrating sustainability guidelines into your company’s operations or the life of the destination, and monitoring progress.

Step 6: After achieving initial certification, consider exploring advanced levels or additional certifications within the sustainability framework to further enhance your commitment and impact.

Step 7: Maintain a strong relationship with the certification body. Engage in regular updates, workshops, and collaborative efforts to stay informed about the latest sustainability trends and practices.

Step 8: Share your sustainability journey and successes with your customers, partners, and the wider community to inspire others and create a ripple effect of positive change in the tourism industry.

What occurs after the completion of sustainable certification?

Typically, after receiving sustainable certification, awarded companies or destinations embark on an active marketing campaign aimed at disseminating their achievements and alignment with sustainability criteria to as many people as possible. In a best-case scenario, this effort attracts the interest of responsible travelers, leads to numerous partnership proposals, and contributes to an overall enhancement of the organization or destination’s reputation.

Summing up the Impact of Sustainable Certification in Tourism

In conclusion, sustainable tourism certification is a pivotal tool in the modern travel landscape. Travelers increasingly prioritize responsible and mindful experiences, while businesses and destinations strive to meet these expectations. Sustainable certification bridges this gap, providing a clear path toward eco-friendly, socially responsible, and economically sustainable practices. It benefits not only organizations but also communities, nature, and travelers alike. Embracing sustainability in tourism not only safeguards our planet but also ensures that travel remains a force for good, leaving positive footprints on the places we explore.

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

What is greenwashing?

What does greenwashing mean? 

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

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

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

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

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

How to identify genuine sustainable tourism practices 

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

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

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

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

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

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

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

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

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

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

Key takeaway:

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

2. Are sustainability claims transparent and backed by data? 

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

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

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

Key takeaway:

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

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

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

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

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

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

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

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

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

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

Key takeaway:

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

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

Support sustainable practices to influence the future of tourism 

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

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

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

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

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Leila Calnan, Senior Manager, Tourism Services Cardno Emerging Markets

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