Tag: sustainable tourism

climate change action posters

Climate Change and Tourism: How Destinations Are Responding to the Climate Crisis (Part 1)

Written by Alexandria Kleinschmidt on . Posted in Blog, Uncategorized.

Climate change is slowly becoming the subject of dinner table conversations in tourism destinations around the world – both for those who live in these destinations, and for those who visit them. Rising global temperatures and increasingly erratic weather patterns are making tourism offerings, especially those that involve the outdoors, highly unpredictable. From increased coral bleaching events in island nations to reduced snow in ski resorts, the tourism industry – and the livelihoods it supports – faces grave threats from the impact of climate change. On the other hand, tourism itself accounted for 8% of global carbon emissions in 2013, confirming that the industry contributes significantly to anthropogenic climate change, primarily through transport, shopping and food. In a climate-ravaged world that is economically-dependent on tourism, building resilient destinations is imperative.  

Solimar Internationa’s recent white paper publication, “Climate Action through Regeneration: Unlocking the Power of Communities and Nature through Tourism”, showcased how tourism businesses are responding to the climate and biodiversity crises by regenerating destinations through investments in nature, catalyzing local solutions for both climate change mitigation and adaptation. After working in over 300 destinations globally to support sustainable development through tourism, we have witnessed the power that the tourism industry has to respond to climate change and help their communities adapt to its inevitable consequences. Read on to learn more about what destinations are doing to respond to the climate crisis.

the earth is in flux with climate change

What is the difference between climate change adaptation and mitigation? Can tourism respond to both? 

Sustainable tourism should approach climate change from two perspectives: mitigation and adaptation. Put another way, this means responding to both the causes and the consequences of climate change. Mitigation includes initiatives that prevent and reduce carbon dioxide emissions, which are a major contributor to climate change. Generally, tourism businesses approach mitigation by reducing energy use or increasing energy efficiency. They may also purchase carbon offsets (which essentially pay another company to remove carbon to compensate for their own emissions) or use renewable energy sources. Solimar International’s current USAID Climate Adaptation Project in the Maldives is assisting businesses identify innovative investment opportunities for responding to climate change–from enhancing resilience of energy and water sources to regenerating hyper-resilient coral reefs.

The tourism industry continues to contribute significantly to greenhouse gas emissions. Particularly in far away destinations like the Maldives, air travel is a significant contributor to carbon emissions in the tourism industry. Due to the difficult nature of removing carbon emissions, achieving Net Zero is an extremely difficult task. However, in the Maldives, businesses like Soneva Resorts employ a particularly successful mitigation strategy that focuses on both direct and indirect carbon emissions. Direct emissions, such as energy usage and indirect emissions, including guest air travel, are reduced using rigorously vetted carbon offset programs. 

impacts of climate change

Despite mitigation attempts, the effects of climate change will require adaptation measures for the tourism industry, especially in SIDS (Small Island Developing States). These measures include actions which anticipate and respond to the consequences of climate change. Adaptation measures can include:  limiting non-climate related stressors on fragile ecosystems through management plans, construction of hard engineering solutions such as sea walls to protect coastal infrastructure, and regeneration or conservation of degraded ecosystems. The Maldives again provides a great example, possessing a large amount of fragile mangrove forests and seagrass meadow ecosystems that provide a variety of benefits including shoreline protection, preventing coastal erosion, and are, of course, a valuable attraction for tourism businesses.

Instituting management plans and encouraging tourism businesses to protect these ecosystems can also be part of an adaptation strategy. Tourism enterprises in SIDS  have used coral reef management and restoration to adapt to climate change, because coral is an incredibly valuable tourist attraction–and crucial for coastal defense.   There have been a variety of projects and companies working on innovative coral restoration approaches, including a company called Reefscapers that partners with resorts to implement management and restoration plans. In Grand Bahama, Coral Vita, applies assisted evolution to grow corals with improved resilience to higher water temperatures and acidity. Despite adaptation measures, tourism in SIDS faces an existential crisis related to sea level rise. 

The importance of Nature-based Solutions in responding to climate change

As highlighted in Solimar’s recent white paper, tourism businesses cannot respond to the climate and biodiversity crisis without protecting and restoring nature. Nature-based Solutions (NbS) are defined as actions that protect, sustainably manage, and restore nature while simultaneously addressing societal challenges— such as unemployment, hunger, drought, poverty, or affordable housing. The concept of NbS is rooted in climate change mitigation and adaptation and has grown in recognition over the past decade, embraced as an essential framework by the International Union for the Conservation of Nature (IUCN), which created the IUCN Global Standard for Nature-based Solutions to guide practical implementation. 

nature based solutions climate change

NbS play a vital role in both greenhouse gas emissions reduction and climate change adaptation. Recent research suggests that by 2030, NbS could contribute 30-37% of the cost-effective mitigation required to limit warming to below 2°C. Global investments in NbS surpassed US $133 billion in 2020–and the United Nations Environment Program predicts that this number must triple over the next two decades. Ideally, NbS are used to protect, manage, and restore ecosystems that already exist and, if well-designed and implemented, can deliver multiple synergistic climate benefits.  Although 66% of country signatories to the Paris Climate Agreement mention NbS as part of their strategy, just seventeen have recognized the combined mitigation and adaptative power of NbS. We are just beginning to realize how focused management of NbS could result in powerful multiplier effects related to climate resilience.

Examples of Nature-based Solutions
Solutions that Protect Ecosystems Solutions that Manage Ecosystems Solutions that Restore Ecosystems
Avoided Forest Conversion Natural Forest Management Reforestation
Avoided Peatland Impacts Agroforestry Coastal Wetland Restoration
Avoided Degradation of Coastal Wetlands Regenerative Agriculture Peatland Restoration

COP26 outcomes and their relevance to tourism

COP26 outcomes will impact the tourism industry, especially in relation to climate change. At COP26, there was a push to remain on track for 1.5 C of global warming. All countries were requested to update their NDCs (nationally determined contributions), or plans for emission reduction, in order to stay on track to meet this goal.  Mitigation actions such as these are vital to the prevention of catastrophic effects of climate change and sea level rise that affect tourism infrastructure. 

COP26 also opened the door for blue carbon projects. Blue carbon is carbon that is stored in marine ecosystems such as mangroves and seagrass beds. These ecosystems are being lost at unprecedented rates globally,  so conserving and restoring them prevents and offsets carbon emissions while providing important adaptation services. These ecosystems provide services and attractions that are valuable resources for the tourism industry. They act as a nursery for reef fish, maintain water quality, contribute to shoreline stability, buffer ocean acidification, and protect coastal infrastructure from storms and floods. Businesses like Iberostar, through their Wave of Change Campaign, have committed to protecting and restoring these ecosystems in the destinations where they operate, enabling guests to even offset their emissions through local restoration projects. 

Blue carbon initiatives provide an opportunity for conservation, mitigation and tourism to work together. Blue carbon conservation and restoration strategies offer tourism businesses the opportunity to preserve and replenish natural resources that attract tourists. In the Maldives, a campaign pioneered by Six Senses Laamu is working to protect seagrass meadows in the Maldives and increase commitments from other resorts to protect and restore their seagrass ecosystems. Mangrove tourism is also on the rise globally; increased visitation to mangrove forests can help demonstrate their importance to local communities and industries, ensuring their long-term preservation.

COP26 also saw an increase in finance for climate adaptation. Countries recommitted to a pledge of $100 billion per year for mitigation and adaptation costs.  Most funding was previously for mitigation, but now $40 billion of it will be used to support adaptation costs – especially in island nations, developing countries, and countries whose economies benefit greatly from tourism. This is an enormous opportunity for increasing critical investment in Nature-based Solutions in tourism destinations. 

Glasgow Declaration on Climate Action in Tourism

COP26 also introduced the Glasgow Declaration on Climate Action in Tourism, a one page document that has over 300 signatories from the tourism industry including businesses, countries, tourism stakeholders, and destinations. Signatories acknowledged the role of the tourism sector in increasing carbon emissions and agreed to develop plans to halve their carbon dioxide emissions by 2030 and to transition to net zero by 2050. 

COP26 includes five pathways to promote climate action. Currently, work is focused on measuring and decarbonizing. A working group in November will focus on regeneration, which offers opportunities for the involvement of regenerative tourism practices. A future that remains safe from the harmful effects of climate change depends on the introduction of innovative practices like blue carbon and regenerative tourism programs. COP26’s negotiations offer hope that the world’s leaders are committed to solving the world’s environmental problems together to make the planet a greener place, one step at a time.

Check out Part 2 in this blog series, which highlights specific approaches that destinations and businesses are taking to mitigate climate change and adapt to a changing world. If you are a business driving innovation in this sector, be sure to take our survey here for a chance to be a featured business in an upcoming white paper publication: https://tinyurl.com/enterprise-nbs-survey

 

climate change is not a hoax

Blog by Shivya Nath, Alexandria Kleinschmidt, Chloe King, and Annie Combs

community based tourism experience in tanzania

What is Community-Based Tourism and Why Does it Matter?

Written by Ece Zivrali on . Posted in Uncategorized.

Community-based tourism is one of the most significant parts of the tourism industry and key to destination sustainability. Despite their importance, communities are often neglected in tourism. Many tourism destinations overlook local peoples, or at best use them as gimmicks and labor for foreign visitors. Instead, tourism should serve as a tool to improve destination development and locals’ quality of life.

What is a community and what does it mean for tourism?

A community is defined as individuals living in the same region with common interests and interactions. However, community means more than sharing the same physical environment – many social-cultural factors are in play to create a community. In tourism, a community encompasses anyone living in a destination and is affected by tourism, either directly or indirectly.

community cultural displays can be a great tourist attraction
Locals performing their traditional dance in Samara Beach, Guanacaste, Costa Rica

The importance of communities in tourism destinations

What is community-based tourism?

Community-based tourism falls under the umbrella of sustainable tourism. It aims to involve communities in aspects of tourism, ranging from planning to active participation. Community-based tourism seeks to support communities through tourism activities, and aims to offer tourists an authentic local experience. Solimar International has developed a CBT project in Timor-Leste.

In contemporary tourism planning, especially in developing countries, the voices of local residents often go unheard. Community empowerment aims to create dynamic and self-sufficient communities that will make decisions for their own well-being.

Unfortunately, a lack of sustainable planning in tourism ventures can create adverse effects in local communities. Community-based tourism aims to incorporate sustainability efforts and reduce the negative impacts of tourism, both on the environment and the residents of destinations.

community markets are popular with tourists
Traditional floating market in Thailand

What are the potential negative impacts of tourism on communities?

When done thoughtfully with stakeholders in mind, tourism is hugely beneficial to communities. There are many reasons why it is important to measure the negative impacts of tourism. To better understand the importance of thoughtful community-based tourism, let’s look at some of the potential negative impacts of tourism on communities.

1. Economic Leakage and Higher Prices

Tourism greatly influences communities in developing countries, especially those that take in large amounts of foreign currency. The profit generated from tourism–if not used to benefit communities–can create revenue leakage, and may lead to inflation in the destination, making it hard for locals to gain or keep economic independence.

2. Dependence on Tourism

Communities become economically vulnerable when tourism is their main source of income. They can become dependent on foreign visitors and have difficulty sustaining their economy during off-seasons.

3. Commercialization of Traditions and Customs

Especially with regard to mass tourism, local peoples and their cultures have become marketing assets for tourism profit. Instead of preservation, local traditions and customs are commodified and used as tools to attract more tourists.

local communities can suffer from harmful tourist practices
African women cooking traditional local food on the street

4. Cultural Deterioration

Interaction between locals and visitors can cause cultural clashes, and the rapid changes caused by an influx of tourism may agitate a community’s harmony and disrupt traditional living.

5. Environmental Damage

Tourism can also cause harm to the environment, leading to losses of natural resources and biodiversity, as well as general deterioration of the local biosphere as a whole.

tourism can damage the environment
Environmental damage of tourism on natural resources

Why is community important for sustainable tourism?

For a destination to be sustainable, tourism’s adverse economic, environmental, and social impacts should be limited. Local communities are motivated to minimize negative impacts to their homes in order to continue living in them, which is why community inclusion in the tourism sector is essential for sustainability. 

1. A Self-sustained and Locally Managed Economy

Community-based tourism ensures locals make their own decisions and keep the money within their community. As a result, communities become self-sustainable. The funds created by tourism activities stay within the community and are used for its own good.

2. Going Back to Basics: Local knowledge for preservation and sustainability

Locals know how to maintain and protect their land. They are permanent residents, and they care about their environment. Locals also hold knowledge beyond what tourism professionals can provide. They know what is appropriate or not for their environment. Local involvement ensures tourism sustainability. Locals are trained to protect and sustain their environment for themselves and future touristic activities.

3. Active Participation and Community Involvement

In community-based tourism, locals actively participate in the tourism decision-making process, which causes communities to gain confidence and their voice to be heard. It is important to include communities for sustainability, as community decisions have more considerable impacts than that of individuals.

4. Increased Value and Protection of Local Culture

Community-based tourism is also essential for cultural preservation. The publicity of local cultures encourages locals to value and preserve their traditions and culture.

What are the benefits of community-based tourism to travelers?

Community-based tourism not only benefits locals, but also travelers.

community-based boat tours are a great way to support locals when you travel
Small boat tours in Thailand

Here are some benefits of community tourism for travelers:

1. Experiencing the Authentic Culture

Community-based tourism gets closer to the community and the authentic culture. While a coach tour stops in a local village to buy handicrafts, community-based tourism involves tourists with the community and its lifestyle, which is a two-way interaction. Community-based tourism moves from the stereotypical, commercialized part of tourism to a genuine experience.

2. Unique Locations

Community-based tourism includes locations that mass tour operators may not prefer. It involves unique experiences and culturally dense areas fed by local knowledge.

3. Ethical Awareness and Responsible Traveling

Community-based tourism aims to provide opportunities for travelers to help locals. Tourists will know that their money is used for a good reason – the development of the destination. They will also leave knowing they have left a positive footprint.

4. Warm Welcome by Locals

Tourists have an unforgettable experience when they feel welcomed by locals. Community-based tourism puts importance on communities and tourists’ relationship with locals. Locals’ attitude is one of the leading influencers of why people prefer to travel to a destination.

ecotours help support the environment and the community
An ecotourist visiting a waterfall

Conclusion

In short, tourism has a significant influence on communities, especially in developing countries. Most tourism destinations ignore locals and use them as a tool to attract more tourists.

To the contrary, community-based tourism includes locals in every part of the tourism planning and managing process. Locals learn to be active participants. They build value and confidence, improve their knowledge, and interact with tourists, which creates mutual understanding and learning. The more locals feel supported by tourism, the more they support and further tourism, which favors destination sustainability and protection of the culture and its values. Community-based tourism helps locals when traveling to a destination. It is a win-win situation for everyone involved in tourism.

Interested in how we can help you with community-based tourism? Contact us to learn more.

stunning ocean and shades of blue of capurgana, colombia

Visiting Capurganá, Colombia – Nature Based Tourism

Written by Thomas Kalchik on . Posted in Blog.

Partaking in nature based tourism while visiting Capurganá, Colombia is a tool to drive economic success, protect biodiversity, and build a strong social impact.

explore nature based tourism while visitingCapurgana Colombia jungle

Colombia is one of the most biodiverse countries in the world. This provides a tremendous opportunity to improve its competitive edge for nature based tourism both internationally and domestically. In fact, USAID Nature Tourism Market Research shows that for international travelers, experiencing the biodiversity of Colombia was the highest nature-based motivation to visit the country (USAID, 2021). Colombia also has extremely diverse landscapes, from the Caribbean coastal desert of La Guajira, tropical rainforests on both the Pacific and Caribbean, brisk mountainous cities of the Andes, grassy plains of Los Llanos, and of course the dense Amazon of the South and West. It’s no wonder the domestic tourism market of Colombia is also attracted to these nature tourism areas, enjoying the beauty of the natural attractions and connecting with the rural and indigenous communities. Visiting Colombia and making the adventure to Capurganá is the perfect way to engage in nature based tourism.

What is Nature-Based Tourism? 

The Government of Colombia provides the definition of nature based tourism as the interrelation and appreciation of the environment in its pure state. Conceptualizing this with the definition of sustainable tourism, and you have nature as the driver for economic benefits, socio-cultural development, and environmental preservation of landscapes and biodiversity. Together, these nature tourism activities are developed in response to the needs of the visitors, destinations, host communities and the tourism industry. Nature tourism is seen as an umbrella product, with ecotourism, adventure tourism and rural tourism underneath. 

Meet Capurganá, Colombia! 

Where the dense, tropical jungle meets the Caribbean Sea lies the epitome of natural wealth that is Capurganá, Colombia. The lush, green jungle hosts an incredible amount of Colombian animals, insects and amphibians, while the sea boasts abundant marine life. See the chart below for a few examples of plants and animals in Capurganá, Colombia:

 

what can you do and see while visiting capuragana colombia

Capurganá Nature Tourism Meets Adventure and Eco-tourism

The definition of adventure tourism is to engage in adventure activities, such as hiking, climbing, rafting, scuba, and the like, and is often set in the wilderness or remote areas. How to get to Capurganá? Well, it is about as remote as you could ask for. Not accessible by car, you can get to Capurganá by boat or small airplane. The abundance of natural attractions provides a haven for adventure tourism activities. Hike the coastal paths to natural pools or nearby towns. Scuba dive or snorkel in the turquoise waters. Boat to nearby mangrove forests. Kayak across the bay or to the nearby island. And trek across country borders to Panama through the jungle and over the mountains, by way of the small town of Sapzurro, Colombia. The importance of conserving Capurganá’s vast amount of natural capital is vital to the success of local sustainable tourism development. To that end, the Adventure Travel and Trade Association explains adventure tourism as “even more dependent than other forms of tourism on human and nature capital. The protection and thoughtful promotion of these resources is crucial for the social, cultural and environmental integrity of any destination.”

Ecotourism in Colombia is abundant, and if you are looking to plan an eco trip, then Capurganá, Colombia is a fantastic choice. The International Ecotourism Society provides the definition of ecotourism as “responsible travel to natural areas that conserve the environment, sustain the well-being of the local people, and involves interpretation and education.” There are many activities in ecotourism in Capurganá through the plethora of ecotourism areas within and surrounding the town. La Coquerita is a coastal nature reserve offering access to a stunning natural pool. A hike through the shallow rivers and jungle allows the observance of bustling wildlife and lush flora. Often times the accommodations in Capurganá provide a local tour guide to help build environmental and cultural awareness along the trip. Some private sector businesses even build their values around ecotourism and nature tourism concepts. Casa Galú boutique hotel seeks to provide meaningful experiences to their guests by preserving its natural and wildlife surroundings. They inspire responsible interactions with its pristine setting through low impact facilities and respectful wildlife observance. 

Conflict Zones: a difficult history, current opportunities, and a bright future

Many of us know about Colombia’s history of war and forced displacement. But as peace has spread over the recent decade, Colombia is making a new name for itself. “Make Tours, Not War” is the slogan of Colombian tour operator Impulse Travel. Building off of the socio-cultural development aspect of sustainable, nature-based tourism, Impulse Travel is “writing a new history – one of peace, resilience and hope.” Watch this short video displaying how they use “the power of travel to create a peace movement through tours.”

Capurganá is located in the Chocó department and Acandí municipality. The Colombian government’s website on regional improvement strategies has designated the Acandí municipality as 1 of 12 former (in the past) conflict zones within the Chocó department. It can take many years for former conflict zones to recover post-conflict, and this initiative will put various strategies in place for the betterment of the local economies, environment and socio-cultural development. Nature tourism is the perfect tool to achieve this in Capurganá. If it can be more widely taught and properly executed then it will generate income, conserve biodiversity, and reduce harmful land-use changes. 

Solimar International has worked in several regions that have seen conflict, including the department of Chocó in Colombia. Check out Solimar’s approach to addressing tourism challenges in conflict zones, particularly through stakeholder engagement, organizational structuring and strategic marketing. 

Effective Education and Strategic Planning for Nature Tourism Benefits

By now, we know that Capurganá has an abundance of natural wealth, with great value to both the local community and travelers. But that is not to say it is always properly utilized, appreciated, or even recognized by locals and visitors alike. In Capurganá, education on the benefits of nature tourism may just be the number one need to properly implement these concepts. Through research, education, planning and monitoring, nature tourism development strategies “can be an effective tool for stimulating economic growth, alleviating poverty, conserving biodiversity, preserving culture and traditions, and creating employment opportunities for local communities,” as stated by Solimar International’s strategic planning approach. Of course, it is not solely up to the local communities in destinations like Capurganá to uphold the concepts of sustainable, nature tourism. The travelers must be educated as well. To that end, the nonprofit organization RISE Travel Institute’s mission is to inspire responsible, impactful, sustainable and ethical travel through traveler-focused, online educational courses that cover topics such as biodiversity conservation, animals in tourism, inclusivity, and much more. 

Tayrona National Park in Colombia is
Tayrona National Park, Colombia

A major opportunity to build sustainable, nature-based tourism development in Capurganá comes from capacity building programs. In remote destinations, access to adequate resources for proper training can be a challenge. Solimar International describes their successes in workforce development trainings in Colombia’s Chocó department, near the Utría National Park. Other National Parks in Colombia also provide a great example of structured organizations that implement strategic plans and monitor actions for biodiversity conservation, negative land use changes, and improving local livelihoods.  

Capurganá currently has a handful of individual people and private companies that work towards responsible environmental action and to improve local culture. However, it lacks the formal organizational structure with proper authoritative figures for effective implementation and monitoring. Capurganá could greatly benefit from a structured Community Based Organization to engage and empower destination stakeholders for strategic, nature tourism planning. As shown in Solimar International’s blog on community-based tourism, this is an extremely effective and customizable tool. Take the Jamaica Community Experiences project for examples on community tourism branding, training and product development. Another valuable tool is Solimar International’s courses on Destination Management Organization (DMO) Development, where they teach DMO stakeholders how to responsibly manage and market tourism within their destination. 

Capurgana, Colombia on the map

Conclusion: From Local to National Opportunity

Capurganá, Colombia’s high level of natural wealth is a prime opportunity to build on the concept of nature tourism. To improve its competitiveness and long-term sustainable tourism development plan in order to generate income, conserve biodiversity, reduce land-use change and build a stronger community. As the country of Colombia seeks to position itself more competitively in the nature tourism industry, small communities like Capurganá could benefit immensely from joining the movement. 

Want to learn how to help your destination or community reach its sustainable tourism development goals? Check out these resources on Solimar’s website, or contact us for more info!

 

stunning ocean and shades of blue of capurgana, colombia

What is a DMO by Solimar International

What is a Destination Management Organization (DMO) and Why Should Destinations Care?

Written by Zane Hartog on . Posted in Uncategorized.

Why do some destinations thrive, while others do not? All global destinations compete for visitors and money. They need the support of destination management organizations (DMOs) to help market, manage, succeed. But how and why? This article answers the question: what is a DMO and why the tourism industry should care about them.

So, what is a DMO?

DMO stands for destination management organization, though these are often referred to as destination marketing organizations. Ever wondered what a DMO is and what do they do? It is important to know about destination management first. The tourism industry is a trillion-dollar global business. Over 1.2 billion people travel abroad every year to experience the world’s diverse cultures and physical environments. Serious logistics are in play with this.  

According to the UNWTO, destination management is the coordinated and thoughtful planning of all elements that make up a tourism destination. This can involve anything from attracting visitors to providing amenities for them to enjoy during their stay in town – whether it’s free Wi-Fi or a stocked convenience store. 

What a destination management organization (DMO) does is represent the voice of its destination to potential visitors. It works with travel trade partners to provide travelers with information about the destination before they decide where to go on vacation. 

DMOs also bring together organizations that serve all aspects of the visitor experience – from lodging providers, attractions operators, restaurants, and retailers – so that they can share insights into what makes their community stand out as a tourist destination. Destinations with a strong DMO will be more competitive, have increased visibility, and have better economic performance than those without one. This careful planning ensures strategic, long term success of a tourism destination. This in-depth coordination moves beyond marketing, and is the reason why the M in DMO has been more recently referred to as management instead of marketing.

What Are the Responsibilities of a Destination Management Organization?

Successful DMOs and destination managers play an essential role in managing tourism at the local level to help attract tourists and support businesses within its boundaries. They’re also responsible for promoting it through positioning statements, branding campaigns, high-quality product development, effective communication with stakeholders (e.g., residents), and maximizing financial resources available from both public and private sources, while ensuring value for money spent on projects that meet overall objectives.

Contrary to popular belief, the overall objective for a DMO isn’t only to bring more tourists to the destination. It is to make tourism more sustainable and thus enjoyable for visitors for years to come. Hence, in a nutshell, DMOs engage in a variety of activities that will help promote and develop sustainable travel practices, including:

  • Educating travelers about the destination’s attractions and offerings
  • Marketing through targeted campaigns
  • Working with other organizations on issues related to sustainability to achieve common goals
  • Addressing resident concerns related to tourism

Image showing the aftermath of beachgoers not cleaning up after themselves. Shows what currently occurs in areas with no framework or organization to prevent wasteful behavior without a DMO

Why Should All Destinations Have a DMO?

Destinations are always looking for ways to stand out from the competition, but to do so, they need both short and long-term strategies. And that’s what all popular DMOs have. A destination management organization works with tourism boards and convention and visitors bureaus. It has a proven track record for generating awareness of destinations among tourists and travelers, which is why all destinations should care about DMOs.

Destinations don’t always receive their fair share of attention, funding, and investment from governments and corporations which can lead to a lack of tourism and growth opportunities.

However, destinations are an essential part of the world’s economy. Destination management organizations (DMOs) exist for this reason: to create economic prosperity in communities through promotion, strategic planning, and marketing efforts that attract tourists while ensuring that these visitors have a memorable experience.

The Importance of Destination Management Organizations

DMOs are committed to sustainable tourism and are of critical importance because they:

1. Take Advantage Of Their Destination’s Unique Potential

Every destination has something different and unique to offer. DMOs bring out that exclusivity to the front to portray the destination as a better attraction than other ones.

Simplification of tourism with different continents highlighted Colorful image that drives the point of tourism home while also drawing eye attention with colors

2. Conduct Market Research

Knowing what to do, how to do, and when to do it is an art. And DMOs are the masters at it. These organizations are able to conduct market research through their short and long-term strategies to further elevate the destination’s status for years to come.

3.  Implement Destination Marketing Strategies

For destinations, it is especially important to be visible online to guide potential visitors. Destination management organizations focus on marketing strategies to promote a destination’s events, products, services, landmarks, and attractions.

DMOs are responsible for promoting their city’s tourism industry through strategic advertising campaigns that reach target audiences with specific messages or information. This strategic destination content takes the form of social media, print collateral, co-sponsoring events, hosting influencers, working with the local chamber of commerce, and more! Look into the ways your local DMO promotes visitors coming to your home.

4. Drive Economic Growth in a Sustainable Way

In the 21st century, a sustainable economy is more important than ever. As travel becomes accessible to a wider range of people across all income brackets and cultures, destinations must promote tourism in a way that their economic growth remains sustainable. And that’s what DMOs do.

Sign depicting a common slogan directed towards tourists, encouraging them to be mindful of litter and leaving things behind. Emphasizes want for sustainable tourism by stakeholders (native people). it shows the importance of a DMO

5. Attract Investment

Every destination needs to be the best it can be, and that includes marketing its own community to attract investors. Hence, DMOs are one of the most effective ways for destinations to market themselves in exactly the right way to draw more investment feasibly! This requires a collaborative approach from both public and private stakeholders.

6. Engage With Stakeholders To Develop More Favorable Conditions

DMOs take everyone on the path to sustainable and successful tourism. They not only cater to travelers, but also serve as an interface between visitors and local businesses; they can help develop new products or improve existing ones to meet the needs of both tourists and locals.

What is a DMO by Solimar International

Conclusion

Destination Management Organizations (DMOs) are the backbone of tourism destinations. They exist to promote destinations, attract visitors, and develop a regional economy. DMOs are responsible for everything from attracting major sporting events to promoting local festivals. They work with businesses to help them understand what travelers need to have an enjoyable experience. Read more about why a DMO is important to a destination. 

Interested in how we can help you develop a DMO for your destination? Contact us to learn more, and check out ATKOMA, the DMO we helped develop in Atauro Island, Timor-Leste

Written by Daniel Segura and Zane Hartog

Destination Branding: Top Tips to Attract Travelers

Written by Emilija Zagere on . Posted in Tourism Marketing.

Destination branding – more than just a logo

What exactly is destination branding?

To start things off, it is important to first understand what a brand is: what is the purpose of destination branding, and how it is different from destination marketing? A brand is more than just a logo, a color scheme, and a slogan.

Your destination brand is a reflection of your culture and its people, history and heritage, traditional and modern ways of living, built and natural environments. It wrapped by the totality of perceptions, feelings, and thoughts that your guests have about your destination. It is the foundation of your marketing strategy and your most important marketing tool. 

Destination branding, commonly referred to as place branding, is the process of identifying, crafting, and nurturing the unique identity of a destination. It is building a story around the key elements, values, and the destination proposition, orchestrating consistent messaging that highlights just that and, ultimately, forming a reputation in the eyes of its visitors. In other words, destination branding is all about who you are. It is the focal part of destination marketing that, in turn, defines how you communicate and deliver your message to the right audiences. 

Top examples of destination branding

Good example destination Branding is Northern Ireland

Tourism Northern Ireland – Winner of The 2020 Travel Marketing Awards, Category Destination Brand of the Decade, image courtesy of Monotype.

Great example destination Branding is Northern Ireland

‘Northern Ireland – Embrace a Giant Spirit’ brand focusing on experiences, heritage and belonging, courtesy of Monotype and Genesis. 

Estonia destination branding

Courtesy of Lantern.  Estonia’s Repositioning and re-branding strategy focuses on telling a story about a lost paradise and experience-first destinations that allow travelers to make the most of their time. 

Why is destination branding important?

Prior to the COVID-19 global pandemic, travel and tourism was one of the largest and fastest-growing economic sectors in the world (UNWTO). While the global economy and the travel sector aim to recover safely, eager travelers are anxiously waiting for their time to travel again. Though it may still be unclear what exactly tourism will look like after COVID-19 recovery, and when that may take place, industry experts say the tourism sector will be among the last to recover. 

Not only are thousands of destinations planning and preparing for reopening, but undiscovered destinations are also establishing themselves every year joining the competition for the valuable tourist dollars. In such a saturated marketplace, carefully crafting a brand story that will resonate with the key audiences and potential visitors will allow your destination to stand out.

Differentiation is the ultimate objective of branding. Effective destination branding that stands the test of time while remaining competitive, dynamic, innovative, and agile to ever-evolving industry trends and consumer behaviors. It is what holds the key to successful destination development and tourism growth.

How to brand your destination successfully

Building your destination brand should focus on the uniqueness of the place and its surroundings. Consequently, the first step to building a destination brand, according to the World Tourism Organization and European Travel Commission, should be an audit of the destination to include the emotions and perceptions associated with it. Followed by that, it is important to recognize the strengths and weaknesses of the destination as well as identify your target market. Understanding your target audience will allow you to effectively articulate and deliver your destination’s unique selling point throughout the various touch points of the customer journey. A thorough competitor analysis should be carried out to identify a possible market gap, while successfully positioning and differentiating your destination.

It is important to mention that stakeholder involvement is an integral part of destination brand development and the branding process. A brand’s success is directly linked to the acceptance and support from local residents, and the public and private sectors. You should consider all these entities as brand ambassadors that will directly impact the perception of your destination in the visitor’s eyes. After completing an inclusive and comprehensive destination audit, you’ll be off to a great start to build your destination brand. 

Practical tools, such as the brand pyramid, can help define the destination and brand identity by considering all core components of your destination. The foundation of your brand pyramid lies in the rational attributes, the characteristics of a destination, and its tourism offer, i.e. the activities, the landscape, or the weather. Next, consider the emotional benefits and think about how the visitors feel about the destination and what feelings they take away from their visit. The third layer of the pyramid is the brand personality, the main characteristics, and attributes of the brand, including the question of how the brand should be perceived and described by the audience. Is your destination calm and charmingly intimate, or is it wild, vast, and rough? Perhaps it is a combination of the two? Furthermore, the brand positioning describes the uniqueness of your brand, led by the question of what makes the destination stand out from its competitors. Finally, the very top of the brand pyramid is the brand essence, the heart of your brand, and what wraps all other components and makes them into one.

After identifying all the components of your unique destination brand, it is time to build an engaging, empowering, and passionate brand story that will resonate with locals and visitors alike. Your story will be the backbone of your tourism marketing plan, strategy, and integrated marketing communications. Choosing the right visual tools and communication mediums will be essential in effectively and consistently communicating your brand promise, reaching the right audiences, and achieving your marketing goals. It also supports building relationships based on trust, and growing your destination popularity. 

Solimar acknowledges the importance of destination branding and provides more insights about this topic within our expert produced Destination Management Organization (DMO) development course. The course provides a deeper dive into the intrinsic components of destination and marketing organization planning, development, branding, and marketing.

Are you a destination who needs help with your destination branding? Contact us today!

Written by Lena Eckert and Emilija Zagere

“We rely confidently on Solimar's deep technical experience and professionalism as tourism consultants. You always are exceeding our expectations.”
Leila Calnan, Senior Manager, Tourism Services Cardno Emerging Markets
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