Tunisia, destination that uses situation analysis

How to Conduct a Situation Analysis to Develop a Tourism Strategy?

Written by Madison Tomaso on December 2, 2022. Posted in Blog.

What is A Situation Analysis?

Tourists at destination after successful tourism strategy — A successful tourism destination requires situation analysis.

Traveling to a destination can feel like an individual journey. But, did you know that most tourism destinations develop thoughtful strategies to ensure their destinations attract visitors in intentional and measured ways? A tourism strategy is designed to highlight a destination’s best aspects, such as food and history, while also offering solutions to tourism challenges that a destination might face, such as limited infrastructure. A successful tourism strategy is a first step to making a country safe, educational, and enjoyable for travelers. Essential to every tourism strategy is a situation analysis that details the supply and demand of tourism to the destination along with the opportunities and challenges that a destination faces using techniques such as stakeholder interviews, online data analysis, and on-the-ground assessments.

Why is a Situation Analysis Important?

The tourism industry is a critical source of jobs and economic growth, as well as a decisive factor in a nation’s sustainable development. While a tourism strategy is necessary to help develop tourism, a cookie-cutter approach will not be effective at addressing each destination’s unique circumstances. Thus, individualized situation analyses are critical for creating an effective tourism strategy. In this blog, we will examine some guidelines for performing an impactful situation analysis, as well as the use of situation analysis in one growing destination, Tunisia.

Situation Analysis, as Explained by the World Bank

Analyzing data for situation analysis — Data analysis is a crucial aspect of conducting a situation analysis.

How do tourism practitioners go about conducting a situation analysis of a destination? Solimar International, for example, follows the strategy guidelines outlined by the World Bank, a global partnership dedicated to using sustainable solutions to combat poverty. Per the World Bank’s method, there are four essential steps to conducting a successful situation analysis.

Project planning
Desk-based research
An in-country evaluation
An analysis of their data to compile a report detailing both their research and conclusions

Each step requires complex research, discussion, and analysis. Within these guidelines, the World Bank also offers detailed suggestions on how to complete each step: A situation analysis team must interview a range of stakeholders within a country’s tourism industry, everyone from artisans selling goods to travel booking agents. Desk research entails compiling and studying all documents relevant to the destination’s tourism, and the statistical analysis of comparing the performance of the country to similar countries. This data must then be analyzed to identify the opportunities, challenges, and solutions surrounding the destination. Finally, the World Bank advises the team to use all their data, research, and analysis to create the final tourism strategy document.

What Should be Included in the Final Report?

Because the main objective of a situation analysis is to identify both the biggest opportunities and constraints associated with a given destination, the report therefore must outline the destination’s offerings. These can include anything from thriving wineries to well-preserved cultural sites. However, the report must also acknowledge the challenges that were pinpointed by the analysis. Issues such as poor infrastructure or lack of safety can be major hindrances to tourism. In addition, a proper analysis should identify potential solutions to the constraints, and these should be included in the report as well. It is also crucial for the report to list key stakeholders in the local tourism industry, in addition to potential partners that may help to implement the plan. This detail ensures that the plan includes everyone who has a vested interest in helping the strategy succeed.

Practical Application: How A Situation Analysis was Used in Creating Tunisia’s Tourism Strategy

View of Tunisia, destination using situation analysis — *Tunisia is a beautiful destination for tourists to enjoy*

Tunisia is a wonderful destination, with numerous activities for tourists to enjoy. It is rife with opportunities for successful tourism, from a Mediterranean coastline to historical sites. However, the destination is not yet on par with nearby destinations such as Morocco and Egypt. Tunisia receives approximately a million tourists per year, and the country hopes to grow its tourism sector. To achieve this, Solimar is currently working on the USAID Visit Tunisia program Tunisia’s tourism visibility. One of the program’s initial goals was to develop a national tourism strategy, which included a comprehensive situation analysis.

To complete the analysis, Solimar interviewed major stakeholders in Tunisia, including those in the public and private sectors. It is critical to converse with stakeholders in order to understand the expectations for the plan’s results and to provide further insight into the destination’s current tourism situation. Extensive desk research was conducted this included comparing Tunisia’s data to that of competing countries, and reading previous strategies and relevant documents for Tunisia. Solimar also reviewed all available tourism sector data from Tunisia. Through this data, Solimar was able to better understand both the problems and advantage tourism faced in Tunisia. Finally, Solimar analyzed the statistics from Tunisia’s tourism sector. Using this data and analysis, Solimar was able to form a solid foundation of the country’s current tourism industry to inform the development of recommendations for the National Tourism Strategy.

Interested in learning more about strategic planning for tourism? Be sure to like Solimar on Facebook to stay updated on our latest projects!

Travel Greenwashing: How to Spot it in the Tourism Industry

Written by Noelle Faiza on October 20, 2022. Posted in Blog, Uncategorized.

Travel greenwashing and the challenges of an environmentally conscious tourist: who to trust, how to spot authenticity, and more.

From backpackers to luxury travelers, the climate crisis affects us all. As travelers become increasingly aware of the issues impacting the Earth, they seek to reward and fiscally support businesses in the tourism industry with environmentally friendly practices. A subsection of the tourism industry known as “eco-tourism” has emerged in response to the demand for eco-friendly options. Some tourists are consciously opting to use their vacation time to do things like take a domestic road trip along the Lewis and Clark National Historic Trail instead of flying thousands of miles to an all-inclusive resort.

There is also no shortage of travel businesses touting their sustainability practices. But when businesses decide to skip a step, reaping the rewards of sustainable efforts without actually implementing sustainable alternatives, it can leave travelers struggling to navigate between who is actually sustainable and who is simply doing travel greenwashing.

travel sustainably by hiking beautiful mountain vistas — Traveler taking in the view from Ciucas, Romania (David Marcu, Unsplash)

Back to Basics

What is Greenwashing?

In general terms, greenwashing is a marketing style that falsely advertises a service or product in an environmentally friendly light. Given how pervasive greenwashing is within the tourism industry, it can be particularly tricky for a traveler to identify. For example, when a hotel claims to use sustainable practices in order to cater to a more ecologically conscious market, they would be greenwashing if they are unfaithful to those claims.

How to Spot Travel Greenwashing

Keep an eye out for lone buzz words like “eco”, “environmentally-friendly”, and “sustainable” in descriptions. If there is no information or detailed examples to back it up, it is likely false. A business committed to sustainability will not shy away from getting into specifics.

In case the irony didn’t give it away already, these plastic cups labeled “Eco” that were found at a beach cleanup on Long Island, New York are a great example of greenwashing (Brian Yurasits, Unsplash)

When in doubt, ask!

Any eco-entrepreneur worth their buck will gladly engage in conversation with a potential customer on their sustainable practices. When planning your trip, it is always a good idea to contact a business and ask for more details. Don’t let language barriers deter you either! Google Translate can be a great communication tool when using simple sentences, especially if email or instant messaging is an option.

Are they legit?

A genuinely sustainable business will typically present evidence alongside their environmentalist claims. If you want an example of what to look for, then look no further than the numerous guest houses in the Dahar region of Tunisia. Many businesses like Ouled El Khil (pictured below), boast farm-fresh dishes produced via sustainable agricultural methods like permaculture and provide pictures with in-depth descriptions to add legitimacy to their claims. If you are still on the fence after reviewing the evidence, it never hurts to engage the service provider for more information.

Environmentally friendly permaculture farming at guesthouse Domaine Ouled El Khil in Ghomrassen, Tunisia (Destination Dahar) — Environmentally friendly permaculture farming at guesthouse Domaine Ouled El Khil in Ghomrassen, Tunisia (© FTADD)

Let’s Put Our Knowledge of Travel Greenwashing to the Test

The whole point of marketing is to influence an audience into feeling a certain way, and greenwashing is no different. When done well, greenwashing can be deceiving, so let’s go for a test drive:

After a quick web search, you find a hotel for your next vacation. It looks nice enough and claims to be “eco-friendly”. The question of the hour: is it really — or is this greenwashing?

Some key questions to ask:

How does the hotel support local residents and the surrounding community?
How does the hotel prevent harming the natural habitat around them?
What is the hotel’s waste management policy?
Do they recycle and avoid single use plastics?
How do they work to conserve water?
How do they prevent pollution?

Questions that probe further into the company’s future are also a great way to get to know the ethos of the establishment you are considering to support. For example, ask about their plan to reduce their carbon footprint. The more you can target your questions, the more direct and useful the responses will be. Most business owners who prioritize sustainable practices will happily discuss their efforts with a potential guest. In fact, they likely appreciate and share your passion for solving the complex problems our planet faces.

On the off chance they do not engage, it is likely they do not have the evidence to support their claims. At this point, you may be better off taking your business somewhere that you deem truly worthy of your patronship, but at the very least you have given them something to consider by reaching out.

Litter on a beach near a resort in Punta Cana, Dominican Republic. (Dustin Woodhouse, Unsplash)

Preventing Travel Greenwashing in the First Place

The World Federation of Advertisers recently updated its code on greenwashing. Their new guidance emphasizes that any environmentalist claims in a service or product description must be clear, readily backed up, and precise. Misleading by omission is also ill-advised. However, despite these strides in anti-greenwashing policy, there is no global enforcement of such initiatives. It is up to individual nations to legislate anti-greenwashing regulations. Therefore, when looking to travel abroad, it can be helpful to check the greenwashing laws of the country you are visiting. If a nation enforces anti-greenwashing advertising regulations, then claims made in descriptions may be more readily trusted.

Better yet, if you don’t feel like spending hours trying to understand anti-greenwashing legislation, there are organizations that weed out the greenwashing for you. Groups like Solimar International can help you find businesses that align with your ethical and sustainable values. Check out Solimar’s recommendations for your next eco-friendly adventure!

Sustainable Tourism in Southern Morocco

Written by Eliot Heiss on May 19, 2022. Posted in Blog, Uncategorized.

South of the Moroccan tourism hub of Marrakesh is the jewel of Southern Morocco, Agadir. Encompassing Agadir and various other small towns, southern Morocco is largely underdeveloped with untapped potential. Morocco has been well-known by French tourists for a long time given its former status as a French colony. What is lesser known is that Agadir and Southern Morocco have an increasing capability to cater to the demands of sustainable tourists. Its location directly below Western Europe means it is only a short flight away for Europeans. With French and English widely spoken, communication is convenient for many travelers.

Key Destinations in Southern Morocco

Curious about where you should travel in Morocco and what you should do to make the biggest impact on your journey? Keep reading:

1. Agadir

The most popular destination in Southern Morocco is certainly Agadir. It rests on the western coast of Morocco, with 10 kilometers of beaches which receive over 300 days of sun per year. It is the perfect location for any beach lover, with easily accessible cafes, restaurants, and nightlife.

One reason why this city has a path to sustainable tourism is it is extremely walkable. One can spend the morning walking up and down Agadir Beach along the shoreline. If you venture inland to Souk El Had market, you can visit the hundreds of stalls selling unique Moroccan items, like bowls, jewelry, and other handicrafts. A large percentage of these stalls are owned by local Amazigh women, descendants of the pre-Arab people in North Africa.

Souss-Massa National Park is a long stretch of land just south of Agadir, where the terrain ranges from grassland steppes, sand dunes, sandy beaches, to wetlands. This park is the best chance for nature loving travelers to experience the wild side of southern Morocco. The park is home to 250 different species of nesting and migratory birds. The most famous of which is the Bald Ibis, other residents include antelopes, boars and mongooses.

2. Tamraght and Taghazout

Further to the north, about a 25-minute drive, are the surfing towns of Tamraght and Taghazout. These smaller towns do not have resorts like Agadir, but offer quieter accommodation in mini hotels and Moroccan lodges for a more traditional experience. Often accommodations will offer Moroccan dishes for each meal of the day. Or you can visit the local markets for a chance to interact and negotiate your prices with the locals.

These towns have their own beaches and shops without the hustle and bustle of the larger Agadir. Here you can find water sports equipment rentals and guided tours around the area. Located in the shadow of the lesser Atlas Mountains, there are opportunities to hike into the mountains or simply lounge on the beach.

Paradise Valley is a quick day trip. Travelers can grab a minibus from various locations and arrive in a lush valley to swim and relax. Visiting this oasis is like stepping into another world away from the dry, arid Moroccan climate. This valley is also home to one of the oldest and most traditional honey making operations in the world.

3. Sustainable Activities to Enjoy on the Coast

The Southern Moroccan coast is primarily known for its surfing. The beaches along Agadir and the surrounding towns have a variety of different surf spots for all skill levels. Whether you are a beginner trying to experience a new sport or a pro seeking to hone your skills, there is a beach and a wave for you!

Surfing and the other water sports here may be the ultimate sustainable activities. The surfing culture is obsessed with keeping the ocean clean. After all, it is no fun to surf in polluted waters. Solely using the power of the ocean waves limits CO2 emissions and makes one tune in with the ocean’s natural power. Other water activities include sailing, parasailing, and swimming. If you want a break from the water, there are also horseback riding and camel tours where you can experience traditional Moroccan travel.

How can you get to Southern Morocco?

When traveling around Morocco, you have several different options. There are many bus coaches which go up and down the coast. In addition, Morocco has a few different train and rail lines to limit your carbon footprint.

If you are traveling around the city or a shorter distance, there are rental bike stands in the bigger cities. Renting bikes allows you to take in more of the sights for a cheaper, sustainable experience. If you don’t feel like pedaling yourself, there are taxi bikes available for a small fee.

Solimar’s History of Supporting Sustainable Tourism in North Africa

Solimar International has always been committed to helping developing countries create a better sustainable tourism sector and garner more tourists to visit developing communities. At Solimar, we believe in tourism development that creates a positive experience for local businesses, local people, and the tourists themselves. This should be done without sacrificing the future of the planet.

In the past, Solimar has worked in Morocco. In 2012, we worked to create a series of cultural heritage routes to increase awareness of traditional Moroccan artisans and bolster their income.

Solimar is currently working on a USAID project in Tunisia. The goal of this five year initiative is to develop sustainable tourism in traditionally under-visited areas, bringing economic benefits to local communities and their inhabitants. This is the second project we have worked on in Tunisia – the first was the advancement and development of cultural heritage tours, in conjunction with the Smithsonian.

WE DEVELOP, MANAGE, AND MARKET SUSTAINABLE TOURISM DESTINATIONS

Tag: #Sustainabletravel