Tag: tourism

Kiama, a beautiful destination near Sydney, Australia with a comprehensive storytelling and destination marketing plan.

Storytelling for Sustainable Destinations & Tourism Marketing

Written by Christos Anastasiou on . Posted in Blog.

In the dynamic landscape of 21st-century tourism, the forces of climate change, social media, and a major post-pandemic travel resurgence are shaping the industry. As such, the significance of storytelling in sustainable destination and tourism marketing has never been greater.

The art of storytelling now stands as a pivotal tool in captivating the hearts and minds of travelers. Every destination harbors a unique narrative, yet not all have mastered the art of narrating it effectively. To craft a compelling marketing campaign for your tourism offerings, one must delve into the profound craft of storytelling marketing.

What is storytelling in sustainable destination and tourism marketing?

At Solimar International, we have elevated storytelling to an art form and a passion. With a global portfolio of projects, we are dedicated to developing, managing, and promoting sustainable tourism destinations.

Our approach transcends conventional content marketing, forging emotional connections that bind audiences to the destination. It involves crafting a narrative that weaves together the destination’s history, culture, and community through engaging anecdotes and stories that resonate with travelers.

A destination rich in compelling stories stands poised to reap the rewards of increased footfall, expenditure, and profitability. The challenge, however, lies in the fact that many Destination Management Organizations (DMOs) excel in content marketing and optimizing the marketing mix. However, they often overlook this deeper connection.

Technical aspects like segmentation and search engine optimization are important, but they work even better when combined with storytelling techniques.

To make a successful tourism content marketing campaign, remember these four essential elements of storytelling skills:

  • Creation and maintenance of a consistent narrative and brand.
  • Illumination of knowledge that fosters interest, reliability, and relatability to the destination.
  • Celebration of distinctiveness and noteworthiness of the destination.
  • Brand connection from the heart and engagement through emotion.

Creation and maintenance of a consistent narrative and brand.

A place needs a clear brand and identity that stays consistent across all aspects of marketing. Marketing messages should consistently communicate the destination brand through memorable points of discussion, such as personal or collective stories. These stories promote the destination brand on a deeper level, creating greater engagement, reputation, and conversion.

Sustainable tourism marketing strategy example: Blue Mountains

Earlier this year, I went to my favorite destination, the Blue Mountains, near Sydney, Australia. I admired the local community’s work and Blue Mountains Tourism‘s efforts to establish a consistent story and brand for the area. This brand focused on community and ecotourism despite being impacted by devastating bushfires in 2019-2020. 

The storytelling narrative of community strength and grassroots sustainability was integral in the positioning of their tourism branding. For example, local groups collaborated to promote tourism and obtained certification from Ecotourism Australia, Australia’s ecotourism accreditation body.

You can sense their strong connection to the area when you talk to locals or visit local businesses in the mountains. Their passion for the Blue Mountains inspired me to join their cause. Indeed, the destination’s brand reflects the love and care for storytelling through mesmerizing natural, sustainable ecotourism experiences in the region.

Wentworth Falls in the pristine Blue Mountains, an Ecotourism certified sustainable tourist destination. The blue mountains has a great tourism storytelling and destination marketing strategy.
Photograph of Wentworth Falls in the pristine Blue Mountains, an Ecotourism certified sustainable tourist destination (Photo Credit: Christos Anastasiou).

Illumination of knowledge that fosters interest, reliability, and relatability to the destination.

Many of the destinations that Solimar International works with are still in the early stages of building their tourism industries. Many of these destinations are still unknown to most individuals, let alone as a candidate for their next adventure. 

Education can clear up misconceptions and can inform people of the opportunities that exist that they may not be aware of. For example, many people are probably unaware of the beautiful destinations within Liberia, such as Libassa Ecolodge.  

Good storytelling boosts a destination’s reputation, dependability, and interest in its products and services, opening new opportunities. Storytelling also displays how certain tourism experiences and brands are accessible to everyone, not just select groups of people. Hence, they may feel more likely to have a connection to, and thus purchase a holiday to the destination.

Sustainable tourism marketing strategy example: Liberia

Speaking of Liberia, Solimar International’s Liberia Conservation Works project captivates the importance of sharing knowledge in storytelling. The project involves strategic content creation that educates the public on the beautiful places, cuisines, and activities to do in Liberia.

The beautiful Libassa Ecolodge, a sustainable tourism hotspot in Liberia. Solimar International is currently implementing sustainable tourism storytelling in their destination marketing strategy in Liberia.
The beautiful Libassa Ecolodge, a sustainable tourism hotspot in Liberia (Photo Credit: Ministry of Information, Cultural Affairs, and Tourism (MICAT))

The project empowers Liberian communities and individuals to share their stories with the world. This will make people trust Liberia as a tourist spot and know about its interesting places. It builds trust and encourages people to add Liberia to their travel experience list and plan a trip to the country. 

Celebration of distinctiveness and noteworthiness of the destination.

How often do you open your social media platforms? Do you often see aesthetically pleasing photographs of picturesque scenery or luxury hotels? Are they posted for engagement and popularity? These photos are crucial in any content or influencer marketing campaign, but on the surface, they are very common.

A good storytelling tourism campaign tells stories that highlight what makes a place special compared to others, to create meaningful written and visual content. It will also highlight the destination’s known highlights and idiosyncrasies. You can read a great example here by Thomas Kalchik, another blogger here at Solimar International. 

Kalchik’s skillful storytelling beautifully captures the allure of Capurganá, Colombia, elegantly blending vivid descriptions of its unique biodiversity and stunning scenery with the positive impacts of tourism. This narrative sets Capurganá apart as a distinct ecotourism destination, inviting readers to envision an immersive and transformative vacation experience in this hidden gem.

It’s essential to present information in an exciting way, so the audience doesn’t become overwhelmed with a sea of complex information. While there may be a wealth of incredible information about the destination, the overuse of statistics or complicated facts can bore the audience.

Instead, including some of this information in small portions within a story about the place is better for creating memories. It’s also a good idea to explain the unique stories behind photos in more detail to attract the ideal customers. It also gives photographs and destinations depth and life.

Sustainable tourism marketing strategy example: Australian Tourism Data Warehouse

DMOs can use a variety of tools to assist with showcasing the stories of their destination’s distinctiveness and noteworthiness. With destinations having a large variety of attractions and services, there is no better way of doing this than letting tourism communities and businesses tell their own stories.

In Australia, there is a tool called the Australian Tourism Data Warehouse (ATDW). The ATDW is a platform for user-generated content, which plugs into DMO websites. Local tourism operators use it to create a digital marketing profile.

Illawarra Fly, near Wollongong, Australia, an interactive ecotourism experience that is supported by the ATDW in their marketing campaign for tourism (Photo Credit: Christos Anastasiou).
Illawarra Fly, near Wollongong, Australia, an interactive ecotourism experience that is supported by the ATDW in their marketing campaign for tourism (Photo Credit: Christos Anastasiou).

This profile is then posted on DMO websites across the country, including Tourism Australia and other local or state websites. These profiles allow businesses to highlight their points of difference and what makes them special, curating their own content marketing campaign.

Businesses can prioritize storytelling over more time-consuming marketing and branding tasks, to attract tourists with a captivating and persuasive narrative. It also allows tourism businesses to showcase their accreditations, including their Ecotourism Australia certifications, which display their level of sustainability.

Brand connection from the heart and engagement through emotion.

The key to good storytelling in sustainable destination and tourism marketing is the bond created between the storyteller and the audience through the brand’s story. The deeper the connection, the deeper the desire to travel to the destination. One way to do this is to appeal to the audience’s emotions and generate a desire for visitation. One method is to create a content marketing plan that makes your audience feel happy and unable to ignore.

Destinations can do this effectively through the advertising of local cuisine. Food advertisements in tourism content marketing are powerful and reach many audiences because everyone loves food! Food is also a vehicle for local culture, which too strengthens the connection between the audience and the destination.

There are two main ways to engage an audience: through humor and by discussing the enjoyment of a tourism adventure. Another way is to create empathy and connection with people and communities that would benefit from visiting.

Sustainable tourism marketing strategy example: “Stay close, go further.”

Visit Victoria, the tourism organization of my state in Australia launched a successful tourism campaign called “Stay close, go further.” This campaign effectively utilized emotions and created heartfelt connections with its audience.

This campaign happened after a three-month lockdown in 2020 ended. Victorians were tired of staying home and wanted tourism to resume.

The campaign aimed to encourage people from Victoria to explore regional Victoria. It aimed to support local businesses affected by lockdowns, thus promoting social sustainability.

The Bendigo Tulip festival, an event promoted as part of Visit Victoria’s “stay close, go further” destination. Visit Victoria is the lead of Victoria's Destination Marketing Strategy.
The Bendigo Tulip festival is an event promoted as part of Visit Victoria’s “stay close, go further” destination marketing campaign (Photo Credit: Amelia Gee).

This tourism marketing campaign evoked emotional connection both in generating a desire to travel after an extended period of lockdown, as well as empathy for local businesses that have faced hardship and a desire to help these businesses.

This storytelling campaign was effective as it told the stories of multiple people affected by lockdowns and created a mutually beneficial solution through sustainable tourism. This tourism campaign was very successful and still continues today, promoting local tourism to spread out visitors and lessen environmental effects.

Final Takeaways

In the realm of sustainable tourism marketing, the art of storytelling has become a potent tool for branding strategy and content marketing. Effective tourism marketing transcends mere technical aspects and delves into the craft of storytelling.

Storytelling in sustainable tourism marketing involves creating and maintaining a consistent narrative and brand. Storytelling in sustainable tourism marketing involves creating and maintaining a consistent narrative and brand. This narrative and brand should share knowledge that sparks interest and connection to the destination. It should also celebrate the destination’s uniqueness and build a strong emotional bond with the brand.

Destination marketing case studies from the Blue Mountains and Liberia, and campaigns such as “Stay close, go further” in Victoria, Australia, illustrate the power of storytelling in tourism and strong branding of destinations.

Storytelling is important for successful, sustainable tourism content marketing. It plays a key role in a changing world with climate change, social media, and post-pandemic travel.

Nacula Island in Fiji, a place with a remarkable story that inspires tourism.
Nacula Island, Fiji, a tourism location with remarkable storytelling. (Photo Credit: Christos Anastasiou)

Liked learning about storytelling in sustainable destination and tourism marketing and want to hear more? Take one of our courses to learn more about how to make your destination marketing strategy richer. Visit our Institute for Sustainable Destinations website today.

Southern Tunisia landscapes

How Can Tourism Fight Mass Emigration?

Written by Anaïs Prado Cornaro on . Posted in Blog.

How is Tourism Connected to Mass Emigration? Insight into the Opinions of the People still living in the South of Tunisia 

Migration is one of today’s most pressing issues, especially as more and more conflicts arise and the climate crisis worsens. Such events often lead to mass emigration: the process of considerable parts of a population leaving their homelands in search of a better life.

The effects of large-scale immigration into countries are no stranger to media coverage and political discussions. But what people often forget is how such large population movements affect the sending countries and those left behind. 

This blog will cover the impacts on one of the origin countries — Tunisia. In addition, the blog will answer the questions of how tourism can help and, more importantly, how the people still living in the southern, mostly abandoned villages, feel about it.

Migration in Animals
Migration is not limited to humans: Animal migrations are a worldwide phenomenon. (Masai Mara National Reserve, Kenya)

Why do people emigrate?

Migration is a significant part of our history: humans have been on the move since their existence. Back then, migration was a means to take advantage of new and rivalless lands offering basic human needs. The more time progressed, war and colonialism became more central drivers of migration. Ancient expansions like the ones of the Greek Dynasty, the Roman Empire, Imperial China, or, more recently, the Europeans leaving for the “New World“ led many people to leave their region of birth. Other conflicts like the Jewish Diaspora, the partition of India, the Transatlantic Slave Trade, and the Second World War events are just the tip of the iceberg. The past has even seen climate-related migration – Roman settlements in Egypt had to flee due to the absence of monsoon rains.

The latest IOM Report estimates there were around 281 million international migrants in 2020. While that number also includes migration out of necessity – forcibly displaced people – the significantly larger part leave voluntarily. So why exactly do so many people feel the need to take on such journeys out of choice?

The IOM has defined six factors that drive people to migrate.

  1. Labour

  2. Family

  3. Inequality and uneven development

  4. Education

  5. Armed conflicts, violence, and human rights 

  6. Environment and climate change

What are the economic Effects of Mass Emigration on the Sending Country? 

The effects of mass emigration on the sending countries can be boiled down to three main exchange factors. These can have both negative and positive economic impacts on the country of origin. 

1. Workforce Flow

The migration of workers in search of employment results in a decrease in the labor pool in the origin country. This can relieve unemployment, lower job competition, and raise salaries for remaining workers. However, when such migrations surpass the necessary amount, it can result in workforce shortages with detrimental effects on the economy. 

2. Brain circulation

Brain circulation is the movement of skilled laborers, for instance, doctors. In developing countries like Haiti, the out-migration of skilled labor (brain drain) can be a huge loss, especially concerning the health and education sector. 

3. Remittances

Emigrated workers often send home money to their families, giving them vital support and contributing to the home country’s economy. Remittances can add up to a significant amount and reduce poverty, encourage consumption and increase a household’s investment in education. 

All of this doesn’t sound too bad. However, reducing the workforce, especially skilled laborers, will slow a country’s productivity in the long term, resulting in a further downward spiral of its economy and the living standard of those remaining. An article published by the OECD stated that “In the long term, emigration can even turn into a poverty trap: because emigration helps relieve the pressure on the labor market and remittances constitute a social safety net, governments may not see the need to reform labor markets and social welfare systems.”

So, the advantages can, in the long run, outweigh the initial gains and hinder the country from developing policies and containing the human capital needed to sustain itself.

What Effect does Emigration have on those left behind?

Imagine nearly every person you know wishes to move away. Imagine some of your friends or family died while chasing hope. Unfortunately, that is the reality for many people in developing countries around the world. 

Most of the time, migrants are sole voyagers, leaving behind families, friends, wives, and children. It is often too expensive and nearly impossible, due to immigration restrictions, to bring entire families overseas. So many of them resort to separation from their loved ones to send home remittances. 

The stress of not knowing whether they will survive such journeys, as migrants often take on illegal and dangerous ways to reach their destination, makes the situation even more dire. Tunisia’s closest foreign landmass is Italy. The Central Mediterranean Migration Route connects the two countries. According to the IOM, it is the world’s deadliest migratory route. Since 2014, the route supposedly took the lives of 25,331 migrants.

The image of this woman in the ocean represents the powerlessness many family members of migrants feel.
Many feel left alone and powerless when all of their loved ones live overseas.

Mass-Emigration in Tunisia 

Tunisia is a migration hub: Tunisians account for the high number of departures, and the country is a highly used transit state for Sub-Saharan Africans. 

How has history shaped Tunisia’s Emigration?

Since Tunisia gained independence, Tunisians have been emigrating to European countries. In the 60s and the 70s, Tunisians left their homelands for a better life on the other side of the Mediterranean. Mostly they settled in France, their former colonial power. The 80s and especially the 90s saw the first big surge in departures. However, in the aftermath of the 2011 revolution, numbers peaked at a never before seen high. 

The Global Initiatives Research Report, Losing Hope, states that irregular migrant departures are at the highest point since the peak in 2011. According to the Migration Data Portal, as of 2020, Tunisia had a total of 902,000 emigrants. And Diaspora for Development states that 6.9% of Tunisians live abroad.

Who are the Tunisians that emigrate, and why? 

So, why do so many Tunisians feel the need to take on these harrowing journeys? To answer that question, we need to know who the emigrants are and what problems they face.

In the Global Initiative’s Report, they found that the migrant profile has changed in the recent past. It used to be overwhelmingly males aged 18 to 35 with minimal education and mainly from the lower class. Now you see more and more women and children joining, sometimes even whole families. Even the economic state of migration has changed. For some, high education and employment are no longer reasons to stay.

Since the 2011 Arab Spring, Tunisia has experienced social and economic difficulties driving people to leave. The financial situation has drastically declined since 2017. Meanwhile, Inflation is affecting the poorest, and the quality of life has significantly deteriorated for the middle class. In addition to losing their buying power, Tunisians have to deal with high unemployment rates, especially with the youth and individuals with advanced education. Furthermore, a significant part of the population lost faith in the government to stabilize the issues at hand.

The Covid-19 Pandemic has only fueled the fire. A great part of the Tunisian economy comprises the tourism sector. Moreover, like many countries, Tunisia had to endure the troubles of global health restrictions leading to further unemployment and hopelessness.

Tunisian women walking down a street Djerbahood dedicated to the extreme emigration in the country.
Two Tunisian women walking through an alley in “Djerbahood”, a street art project in the South of Tunisia, dedicated to the extreme emigration in the country. (Erriadh, Tunisia)

What is the Situation like in the South of Tunisia?

Not only is Tunisia experiencing emigration out of the country but in Tunisia’s southern areas, particularly Dahar, the villages have suffered great losses from rural depopulation. The region in the Djebel Dahar mountain range was a refuge for the ancient Amazigh tribes, sheltering from the Arab Invasion. There they were able to live their unique way of life — mastering the art of living in these harsh but beautiful lands. The traditions they developed live on to this day thanks to strong individual efforts to preserve these ancient ways. 

However, in the age of Bourguiba, there was a drive for modernization and Arabization. Starting in the 60s, the majority of the Amazigh mountain people had to relocate to the “new” villages, leaving many of the historic mountain towns to crumble away.

Today the region is not only suffering from unemployment but is simultaneously experiencing a devastating drought, driving even higher numbers of people to leave. As a result, only a handful of authentic Amazighian old towns are left, where families are fighting to live their old way of life. Amongst them are Chenini, Toujane, and Matmata.

Illustrates the beauty of the Amazigh villages that are being emigrated from
View from one of the last inhabited Amazigh villages, Chenini, Tunisia.

How can tourism help?

Tourism is one of the world’s biggest industries: it contributes a tenth to the global GDP and creates 1 in 10 jobs worldwide. So harnessing this immense power and using it for the good should be an overall goal. According to the UNWTO, tourism is a recognized pillar of most Sustainable Development Goals.

The UNWTO believes that “tourism can be harnessed as a significant force for the alleviation of poverty, as well as for environmental protection, giving economic value to cultural heritage, creating employment and generating foreign exchange earnings.”

According to the IOM, most migration moves from underdeveloped and developing countries to larger economies. Desperation drives people to escape poverty, dire employment perspectives, and political and social instability. The UNWTO claims that three-quarters of people in extreme poverty live in rural areas and that tourism has the advantage of reaching locations far from economic centers. Thus, tourism is one of the few industries that can provide profit for people struggling directly in the places they live, supporting the local communities.

So authorizing organizations like Solimar International, who are dedicated to a sustainable approach to tourism, namely sustainable tourism for development, can directly work towards eliminating these emigration drivers.

Three reasons tourism can foster development and reduce out-migration

1. Create new job opportunities

Tourism not only requires the direct employment of workforces in the hospitality sector but also allows locals to either indirectly or directly sell their goods and produce to tourists.

2. Foster development 

Especially in rural, underdeveloped, and disadvantaged areas, the introduction of tourism depends on developing basic infrastructure. Such investment will simultaneously benefit the local communities. (roads, water supply, electricity, network connectivity, and so on).

3. Provide a chance for further education and development of skills

An increase in tourist activity can encourage individual education and incentivize state-financed training.  

Tourism can directly counteract at least three major migration drivers: Labour, inequality and uneven development, and education. Furthermore, several other benefits from tourism can positively affect the local communities.

  • A healthy exchange of culture can lead to increased awareness, the adoption of new knowledge like languages, and even the empowerment of neglected groups.
  • It can lead to crucial individual acknowledgments of the community’s assets. By noticing the incoming interests, it may lead to locals appreciating their own wealth and culture.
  • It can promote inclusiveness, further gender equality, and empower youth and women. According to the UNWTO, in Africa, women make up 69% of the tourism labor force.

South Tunisia’s Relation to Tourism

Tunisia is well-known for its tourism, a popular Mediterranean destination for many Europeans. However, Tunisia’s tourism mainly concentrates on the coastlines, and tourists rarely venture land inwards. 

In the Regional Development Planning of the Southern Region in the Republic of Tunisia Project, the report states that Tunisia’s tourism development must consider how to minimize “regional disparities between coastal and inland areas. Moreover, now, tourism shall consider how to involve local communities. In this context, the GoT (Government of Tunisia) is trying to exploit the new tourism products, especially ecotourism supported by international donors.”

Tourism won’t help fix Dahar’s drought or create job opportunities for everyone in need of them. However, it can create perspectives for specific individuals and their families. Even more so, small communities, like the ones in Dahar, are often very tight-knit and share profits. 

The Perspective of Dahar’s Residents

It is critical to listen to what the local people think about this important and extremely sensitive issue. Following are some interviews with local Amazighian people living in the South of Tunisia, specifically the Dahar region. Some of them work in the tourism sector, whereas some do not. They voiced their opinions on the issues they face, their attitude toward tourism, and their aspirations.

Residents of a town many people have emigrated from.
Ismail & Ibrahim, two men in their early 30s, take their herd to the surrounding mountains to let them feed and graze naturally on a day without work. They are some of the only people still living in the old town of Chenini. They live in the traditional Troglodyte homes below the Ksar with their family. It is hard for them to find work, especially as they have no connection to the tourism industry. When they can find work, they usually do construction labor.

Wael: Wael is a young man living in the town of Zmerten in the Governorate of Gabés. He works in the town’s café, which rarely sees tourists. 

“Firstly, each region has its own customs and traditions. Here, in Zumraten, 76% of the inhabitants are now displaced. Most of them are young people. The elderly do not want tourism. I understand that this offends their customs and traditions. On the contrary, young people are very open to all cultures and want a good education and a better standard of education and living. But every youth is ruled by an elder, his father or mother… I am conscious that harmony, tourism, and cultural exchange are very important, but despair has settled. In all their thoughts, young men want to get married, do business, and do commerce, but our geographical location has become the biggest obstacle for us because we have no workplace, and even agriculture has become seasonal. And after many years, you are threatened with displacement because work has become non-existent.”

Amal: Amal is a 27-year-old woman, born in the small town of Oued El Khil, Tataouine. She studied in Sfax for a few years but returned to her hometown for an internship with the newly emerged Destination Management Organization, FTADD. Since then, Amal has dedicated as much time as possible to the region’s future by using tourism as a tool for development. She is a hard-working and emancipated woman but feels a deep connection to her ancestral traditions and the Amazighian way of life, which she is dearly trying to protect.

“Well, we have several issues, but mainly employment and the expensive prices in Tunisia are the main issues. Education is another problem because those who have left mainly have a high education level. This country didn’t give them enough opportunities, so they left. Everyone is affected, Tunisia is losing thousands of young people, and the economy is suffering.”

“I can’t tell the exact number of how many have left, but you can see it in our villages. Most of our villages are abandoned due to emigration. This year we had thousands of young people leave the South, precisely Tataouine, to European countries like Italy and France. Many of these thousands sank in the sea, which is heartbreaking.“

“It is not a very good feeling. I don’t want to judge those who left, because losing hope can let people do more. But I always had this thought that you are a stranger unless you are home. Big cities may give more opportunities, but nothing feels like home.“

“I think tourism can really help, and we already have enough examples in Dahar about how tourism helped change people’s lives. It is more than creating job opportunities; it makes them believe in what they have — seeing it as something that can attract people.”

“And as well, we noticed a difference in the female situation. We are having more female entrepreneurs, which is amazing in a domain dominated by men.” 

“Tunisia has a lot to offer; hopefully people will see Tunisia as more than an all-inclusive package. I want people to visit Dahar and share their opinions about it. We are an emerging destination and are trying to succeed to highlight our unique heritage. Hopefully, more people will come to see my people, our heritage, stories, and history. We have a lot to offer.”

Aloui: Aloui is 22 and lives in the old village of Chenini, Tataouine. He was born there and has lived there his entire life. Now he works in the town’s only café and tries to earn additional money by giving tourists a tour of the town and explaining its history and how it lives on today.

“I don’t know many people; I don’t have many friends, I am good. There are those who left and haven’t returned, and there are those who left and returned to Chenini. Yes, life is hard here. It isn’t a walk in the park; there is no work, so people leave the country.”

“Here in Tunisia, there is no good education. The biggest problem in Chenini is the lack of tourism. All the inhabitants of Chenini love tourism. Tourism is a pleasure and a comfort. I prefer to stay here, as long as tourism comes to us, to Chenini.”

Although tourism won‘t fix all of Tunisia‘s problems and provide perspectives for the entire population, it can relieve communities and some individuals. So when choosing your next destination, you can always think about more than just your own benefit — and while enjoying your holiday, even help the local communities.

If you are interested in supporting such causes and unsure where to go next, check out our project sites and get inspired!

A scuba diver explores ocean ecosystems off the coast of Saudi Arabia

Impact of Sustainable Tourism: How it Affects Communities

Written by Isabella Hunt on . Posted in Blog, Uncategorized.

We all know the age-old story of mass tourism. You know, the one where hordes of camera-clad tourists descend upon breathtaking destinations, casting a shadow over the authenticity of this once-hidden gem. While Instagram content flourishes, breathtaking locations are reduced to mere backdrops. Even worse, local communities often miss out on the benefits of the quick stop-in of the hordes. In this all-too-familiar tale, the negative impacts of tourism become evident. 

However, amidst this sea of tourists, a new tide is rising in the world of travel. In a refreshing trend, many tourists are shifting perspectives and prioritizing more sustainable and regenerative experiences. Travelers now yearn to learn about the diverse cultures they encounter and forge genuine connections with the places they explore. 

While we can’t ignore the potential drawbacks of tourism, we aim to provide readers with hope. This new wave of sustainable tourism has the power to change destinations’ environment, economy, infrastructure, and cultural heritage.

To shed more light on this transformative movement, we will quote insights from Solimar International’s Senior Project Manager, Micah Sorum. Sorum has been at the forefront of pioneering sustainable tourism initiatives. 

So, buckle up as we explore the multidimensional impacts of sustainable tourism beyond the surface-level figures. Stick around and learn how mindful travel can transform not only destinations but also our own perspectives and lives. 

The Impacts of Sustainable Tourism

Prioritizing Environmental Sustainability in the Tourism Industry: Strategies for a Greener Future

Breathtaking photo of a snorkeler exploring the crystal-clear, turquoise blue waters of Mahdia, Tunisia.
Mahdia, Tunisia (Photo by Mohamed Ben Zineb on Unsplash)

In a world grappling with global warming, it is imperative to prioritize environmental health. Incorporating environmental sustainability will be crucial for the future of tourism businesses: one of the top five most valuable exports in over 150 countries. This entails utilizing resources to meet the needs of the present generation while conserving the world for future generations. Let’s delve into the key impacts that responsible practices can have on the environment:

  1. Conservation and preservation of natural resources: Tourism can help protect valuable ecosystems and biodiversity by actively conserving and preserving natural resources.
  2. Responsible tourism practices, respecting wildlife and ecosystems: Encouraging responsible behavior among tourists, such as observing wildlife from a safe distance and following guidelines to minimize disturbance, helps protect and respect the natural environment.
  3. Collaboration and stakeholder engagement, supporting local communities: By collaborating with local communities, tourism can support their economic development while ensuring that the benefits of tourism reach the local population. This fosters a sense of ownership and encourages the preservation of cultural heritage.
  4. Education: Tourism provides a unique opportunity to educate travelers about environmental wellness. By raising awareness and promoting sustainable practices, tourists can become advocates for environmental conservation in their communities.

When successfully implemented, these aspects of sustainable tourism positively impact the environment. For instance, tourism can help support and preserve iconic nature, generating revenue that incentivizes its conservation. Micah emphasizes that “if the environment is an attraction, then it encourages the preservation of it. It can change the community’s perspective and how they see their own resources. If tourism is set up to benefit community members, then it’s an asset to them” (Sorum, 2023).

It is essential to recognize that mass tourism has the potential to be damaging to the environment. Visitors use strains of natural resources when it exceeds the environment’s coping ability. This is where ecotourism becomes essential for ensuring the sustainability of the industry. By balancing business interests and environmental concerns, ecotourism minimizes the negative impacts of visitor use on natural resources. The tourism industry holds a unique position to educate people worldwide about environmental protection. Through responsible practices, tourism can extend its reach and inspire individuals to take action to safeguard the environment.

When considering climate change, creative endeavors to mitigate tourism’s contribution will be essential to move forward in the industry. Sustainable transportation and energy-efficient accommodations are a couple of emerging practices that will be crucial to the future of this industry. An example of sustainable tourism’s impact is in the Caribbean nations, where the renewable energy infrastructure is underdeveloped and threatened by extreme weather events related to climate change.  Solimar International worked alongside the Inter-American Development Bank to design the “Caribbean Climate Smart Islands Program,” encouraging a transition to lower carbon emissions and create a climate-resilient community.

The tourism industry has a lot of influence and opportunities to positively impact the environment. Environmental sustainability and tourism go hand in hand; one will only succeed with the support of the other. Read more here about how Solimar’s mission is to do just that.  

Empowering Communities: The Transformative Power of Sustainable Tourism

Vibrant woven baskets from Gabes, Tunisia showcasing colorful decorations, traditional patterns, and a Hand of Fatima (Hamza) pendant.
Woven Baskets (Gabes, Tunisia – Photo by Yassine Khalfalli on Unsplash)

Sustainable tourism goes beyond short-term economic stimulation. It creates a positive ripple effect, transforming the economy and the lives of those directly impacted. By embracing ecotourism practices, we can unlock possibilities for communities worldwide.

At the heart of sustainable tourism impacts lies the power to offer employment opportunities. Micah notes the most impactful aspect of tourism is its ability to create jobs, “not just any job, but jobs that give people autonomy and control over the business and their lives” (2023). It’s not just about numbers; it’s about empowering individuals and families who may otherwise struggle to make ends meet. From tour operators to local suppliers, sustainable tourism creates a web of jobs that uplift communities from poverty.

Take this remarkable example in Jamaica, where Solimar developed a groundbreaking communication tool for businesses to connect with markets, funders, and stakeholders. By establishing a brand platform, creating an online training platform, and crafting business plans, Solimar raised awareness of community tourism and ensured its long-term sustainability. Through education and empowerment, the economic benefits flourished while the vibrant local culture took center stage. Solimar helped to establish and launch the Jamaica Community Experiences Brand in a way that ensures its longevity. Teaching the local community how to market themselves improves the economic benefits and culture. 

Sustainable tourism’s impact goes beyond economic empowerment. It also plays a crucial role in conservation funding. By generating revenue through responsible tourism practices, we can channel resources toward preserving the environments that attract visitors. This delicate balance between people and nature is vital for the future. Read more here about how Solimar’s work in the Cayman Islands creates a plan that bridges the gap between challenges.

The success of ecotourism in benefiting the economy depends on sustainable and responsible practices – cultural heritage and environmental health must be constantly ranked equal to economic means. Micah says this has everything to do with organization, stating that “so much of [balancing the economic benefits of tourism with the preservation of a destination’s natural and cultural heritage] is in the way that a destination has set itself up to be managed. Through DMO development, we ensure that someone is there to take over, representing local guides and gathering stakeholders for support on larger projects. We have to have an organizing unit to make it happen” (2023).

By maintaining a balance between economic development and environmental conservation, ecotourism can contribute to the overall sustainability of a destination. 

Building Communities: Tourism as a Tool for Infrastructure Development

Breathtaking winter view of the picturesque coastline in Hawaria, Tunisia, showcasing four majestic windmills standing against the lush green hills.
(Hawaria, Tunisia – Photo by Haythem Gataa on Unsplash)

When tourists visit a destination, they bring more than just their backpacks and cameras. The influx of visitors can put considerable strain on a location’s infrastructure. However, this influx of visitors can also motivate investment in a destination’s infrastructure. From a policy perspective, Micah Sorum of Solimar International says we can “look at the infrastructure to ensure tourism can grow in a sustainable way” (2023).  Here are a few aspects of infrastructure that tourism can impact:

  1. Roads: As tourist numbers rise, transportation demand increases. Local roads now serve both tourists and residents, leading to wear and tear, higher maintenance costs, and budget strains. However, this also presents an opportunity for job creation and improved infrastructure if development is responsible, benefiting tourists and the local community. In Tunisia, an emerging destination, tourists and locals alike can benefit from the Cap Bon touristic road that connects several popular destinations along a scenic route.
  2. Accommodation: The tourism boom demands new hotels and resorts but often neglects small businesses. However, staying in locally owned guest houses can support the community. Tunisia has seen a rise in guesthouses as local entrepreneurs transform unused spaces into beautiful, bookable rooms. In contrast to giant seaside resorts, these guesthouses offer locally sourced dishes and connect guests to other local experiences, ensuring that tourists’ money reaches more of the community. For example, look at Dar Ben Gacem, whose owner, Leila Ben Gacem, helps preserve cultural heritage and revitalize Tunis’s medina (traditional city) in addition to hosting guests.
  3. Utilities & Services: As tourism grows in an area, the demand for utilities such as water, electricity, and waste management also increases. Local authorities may invest in improving and expanding these services to cater to the needs of tourists and residents alike. A tourist in Tunisia would surely recognize the need for this improvement. With record-breaking heat surges, Tunisia saw its hottest summer yet. Efforts to beat the heat resulted in frequent power outages across the country from energy overconsumption.
  4. Communication: Tourism can drive the need for better communication infrastructure, including internet and mobile networks, ensuring that tourists stay connected during their travels and benefiting residents.
  5. Urban Renewal: To attract tourists, destinations may invest in urban renewal projects and beautification initiatives, making their appearance more appealing to visitors and residents alike. While these initiatives walk the delicate line between restoration and gentrification, careful and considerate planning from local leaders can ensure that communities maintain authenticity amidst renewal projects.

Preserving Communities: How Tourism Can Protect Cultural Heritage 

Traditional Tunisian woman wearing stunning gold pendant and bead necklace, vibrant top with traditional patterns, intricate henna designs on hands, matching beaded belt with gold pendants, and rings.
(Traditional Accessories in Tunisia – Photo by Seif Eddin Khayat on Unsplash)

According to Solimar International’s Micah Sorum, tourism can be “a way to preserve cultural heritage” (2023). Citing immersive experiences like artisan workshops and dance classes, Sorum argues that “tourism that’s well designed and well implemented” can be a valuable tool for cultural preservation (2023).  Tourism allows visitors to celebrate and learn about local traditions while supporting the livelihoods of artisans and performers. By visiting an emerging destination like Tunisia, travelers can engage in these preservation experiences. The options are limitless from traditional date product workshops in Kebili to tasting couscous in Tozeur. 

Additionally, Sorum explained how tourism “can fund the preservation of ruins and historical sites” (2023). Tourists’ entrance fees and contributions in a well-managed destination fund site maintenance and conservation efforts. In Tunisia, the UNESCO world heritage town of Kairouan is a testament to how tourism sustains cultural heritage. When guests explore massive historical mosques and the many other notable sites, they help contribute to their preservation, while local guides simultaneously ensure the stories of the ancient, holy city endure. 

Rooftop view of Mosque Okba (Great Mosque of Kairouan) in Kairoan, Tunisia during the enchanting golden hour of late afternoon.
(Mosque Okba, Photo by Haythem Gataa on Unsplash)

Cultural exchange opportunities foster mutual understanding between tourists and locals. As travelers immerse themselves in destinations’ customs and traditions, they gain an appreciation for their cultural heritage. Conversely, local communities benefit by fostering pride in their heritage. Finally, in the modern economy, mass production dominates the market. However, the economic benefits of cultural tourism help artisans continue their traditional practices without losing profits.

While sustainable tourism’s positive impacts on cultural preservation are evident, responsible practices must address challenges like over-commercialization. By embracing sustainable tourism, tourists can help safeguard the authenticity of cultural heritage in destinations like Tunisia. Mindful travel empowers communities, celebrates tradition, and ensures that these valuable treasures endure for generations to come.

Embracing the New Wave of Impactful, Sustainable Tourism

So, are you ready to be part of the new wave of tourism? Every member of the tourism industry, from travelers to tour operators, has a part to play in sustainable tourism impacts. It’s our shared responsibility to ensure these beautiful destinations remain beautiful for generations to come. 

Liked learning about sustainable travel and want to hear more? Take one of our courses or read more on our website today. Visit our Institute for Sustainable Destinations website here.

Blog by Isabella Hunt and Kat Selfe

Green Investments in Tourism: Unlocking Opportunities and Experiences for Sustainable Growth (World Tourism Day 2023)

Written by Oscar Morrison on . Posted in Blog, Uncategorized.

Green Investments in Tourism: Unlocking Opportunities and Experiences for Sustainable Growth (World Tourism Day 2023)

green and eco-friendly hotel
Green investments in the tourism industry are crucial as we move farther away from the pandemic, as many consumer preferences have shifted to become more eco-friendly.

Environmentally friendly investments have been a hot topic of discussion in recent years, and now they get to live in the limelight thanks to World Tourism Day 2023. This day, on the 27th of September each year, has been created by the UN to highlight the increasing importance tourism brings to economic development worldwide. Many corporations and entities across all industries, from oil to travel, are now forced to consider other sustainable alternatives. These alternatives look different for each company and industry. In the travel industry, green investments look to accomplish six objectives from the hotel’s perspective, according to the UNWTO:

  1. Boost profit margins through utility savings. In some cases, utilities can cost upwards of 20% of a hotel’s operating cost.
  2. Increase revenue by satisfying consumer preferences and reducing reputational risk. Hotels should focus on hiring exceptional staff that leave a lasting impression on the guest.
  3. Future-proof investment strategies. Will investments made today still be considered acceptable in future revaluations?
  4. Safeguard against regulatory risk and benefit from incentives.
  5. Increase value and validation through certification. Companies should be flocking to popular sites used by tourists, like Trip Advisor and Expedia, so customers can leave their positive reviews, which will be done with the right level of service.
  6. Ensure a long-term energy supply. Hotels need to ensure that the flow of customers seen now is sustainable in various economic, environmental, and social conditions.
wasteful, unresourceful resort
All-inclusive resorts are the go-to for many tourists around the world, but hotels attract business by providing an abundance of food and material objects, not sustainable experiences. Learn how Solimar International is tackling this in our current project, Visit Tunisia                                                       

For people working in influential roles within the tourism industry, there is no better time than now to start adopting sustainable investments and initiatives. As we have transitioned into a post-pandemic world, travelers have been exploring more sustainable vacation options than they had before the pandemic. A 2022 Booking.com survey claimed 61% of respondents revealed that they wanted to reconsider how they traveled and were trying to be more conscious of their environmental impact due to travel. This is a massive potential market for emerging destinations around and over-visited cities alike. Tourists want to feel more connected to the places they visit and immerse themselves in local and sustainable experiences like they have never seen before. 

A prime example of work being done in already popular tourist destinations is in the Caribbean. According to the UN, a clean and effective transition to a more sustainable future would increase jobs by 10.5% by 2030. A crucial part of creating and improving more sustainable experiences is ensuring local community members are involved in the decision-making process and providing insight. This is another main topic of World Tourism Day this year. When entities, be they from the public or private sector, choose to invest in local communities, it becomes a virtuous cycle between the locals and the visitors. One of Solimar International’s projects in the Caribbean did just that. The climate-smart islands project ran from November 2017 to December 2018 and focused on islands of three Caribbean nations: Trinidad & Tobago, the Bahamas, and Belize. One of the main activities was to involve locals and their knowledge about how climate mitigation and adaptation efforts could be achieved in practice.

Bay in Tobago
A bay on the island of Tobago, a perfect opportunity to invest in sustainable tourism by promoting homestays and hostels in place of large resorts

World Tourism Day 2023

World Tourism Day 2023 presented by the UNWTO (United Nations World Tourism Organization) is highlighting green investments in tourism this year. They have decided to center this day in accordance with the UN’s sustainable development goals (SDG’s) with an emphasis on female leadership and entrepreneurship. They are also focusing on a variety of issues, including “how to promote ease of doing business, how to better develop investment policies and how to embrace new innovative financial mechanisms and solutions to address emerging and complex challenges,” and “how to close the financing gender gap and accelerate access to capital in both domestic and international markets for women entrepreneurs.” Promoting and uplifting female voices in the tourism industry is crucial. According to the UNWTO, women constitute 54% of workers and employees compared to just 39% in the global workforce. When we take action and strongly consider women’s voices and input, everyone benefits. The world has seen tremendous economic development and poverty reduction under female entrepreneurship, demonstrating why global leadership needs to continue uplifting them.

sustainable global development and investment
The UN’s 17 Sustainable Development Goals (SDGs), designed to be achieved by 2030, cover many direct and adjacent aspects of economic well-being in relation to sustainability, from reduced institutional inefficiencies to care for life all around the planet.

World Tourism Day exists for many reasons, a couple of which, according to National Today, are to ensure that travel is accessible to everyone, especially those with disabilities and people from low-income backgrounds. Promoting world travel is incredibly important for many reasons, mainly because it provides many opportunities for sustainable economic development if done correctly. Hotels are currently responsible for 1% of global emissions (and rising) and are prominent energy and water consumers. 

The Role of Community-Based Tourism

Community-based tourism is one of the best ways to go about green investments in the industry–perhaps the best. This model of tourism allows visitors to truly immerse themselves in new cultures. Knowledgeable community members serving as guides are key in this process. Kyrgyzstan has one of the world’s most robust and developed community-based tourism schemes. Many of the excursions are designed to show nomadic Kyrgyz life all over the country.

green homestay in Kyrgyzstan
A jailoo on lake Son-Kul, where nomadic Kyrgyz people take their livestock in the summer to escape the heat of the valleys. Read more about tourism in Kyrgyzstan

Much of the cost of these excursions goes directly into the pockets of the guides and community, promising the customer that their money is being put to good use. With significant and continued investments from the public and private sectors, community-based tourism will have tremendous effects. 

Overall, the path to investing green in tourism may seem straightforward, but it is easier said than done. In reality, everyone needs to be hands-on and involved constantly because that is the nature of these investments. They will require much more work than simply putting money into a lavish beach resort, but the return on green investments will create a lasting legacy for the people, the planet, and the visitors to a destination. World Tourism Day serves to raise awareness of the importance of tourism around the globe. It is a reminder that while it is easier said than done to put sustainability over short or medium-run profits, green investments, if done well, will prevail. 

Interested in learning more about Solimar’s green initiatives? Read more about us here!

Sunset in Liberia

Sustainable Tourism in Liberia: Digital Marketing and Development

Written by Thomas Hinkel on . Posted in Blog, Uncategorized.

Liberia is a country that suffered from political turmoil between 1989 and 2003. Tragically, this political turmoil also destroyed Liberia’s tourism sector. While this is the case, the country of Liberia is beautiful and has much to offer to tourists from all around the globe. In the last two decades since the war, the Liberian state has stabilized, and the country has dedicated itself to rebuilding the sector. The government also aims to do this through digital marketing and sustainable development of their tourism sector. 

Liberia is home to over 140 species of mammals, 600 species of birds, and 75 different amphibian and reptile species. The country also boasts one of the most diverse ecosystems on earth and has roughly 4.2 million hectares of forested land: 43.4% of the total land area. This presents an immense opportunity for tourism development and conservation efforts to ensure that these species and ecosystems are properly protected.    

Sunset in Liberia

One example of these conservation efforts includes the USAID Conservation Works Activity (CWA), which engages communities in management of protected areas, and gives them a stake in long-term protection of these areas. Another objective of the project is to develop sustainable tourism infrastructure and capacity. This is an important part of the Destination Management Plan, as Liberia has stunning destinations already open for guests and simply need more promotion. 

With more tourists, the Liberian tourism sector will be able to develop further. Additionally, it is important to involve local communities when nurturing sustainable development. the CWA project believes that this is crucial to developing Liberia’s tourism sector. By 2025, Liberia wants to be an up-and-coming destination that is increasingly sought out by tourists. Currently, one of the best places to get information online about visiting Liberia is on Solimar’s Enjoy Liberia website. 

Promoting Sustainable Development in Liberia via Digital Marketing

One important aspect of marketing is understanding what type of tourists will be attracted to a destination. The marketing strategy for the CWA aims to attract tourists who are nature and adventure enthusiasts, both locally and internationally. Liberia touts numerous attractions for tourists of this demographic. Exploring the history and immersing yourself in the culture of Monrovia, surfing on the beaches of Robertsport, and exploring the forests of East Nimba Nature Reserve and Sapo National Park. These are but a few of the opportunities for sustainable tourism development and are important destinations in the CWA digital marketing strategy. 

Due to the rapid development of certain tourist sites in Liberia, it is crucial for marketing campaigns to be aware of the changes coming to these sites. These exciting changes not only intrigue tourists, but they also have the ability to showcase how the Liberian government, specifically the Ministry of Information, Culture & Tourism (MICAT), is developing the industry sustainably. This is a mutually beneficial relationship, as sustainable development brings social approval and further attention to these destinations. This also enforces the belief that sustainable development is crucial to the tourism sector. 

One example of this is the Sapo Eco-Lodge, located in Sapo National Park. This lodge was built by the Wild Chimpanzee Foundation and the Forestry Development Authority and has been built in the buffer zone of the park. The eco-lodge involves local communities and allows tourists to appreciate nature and encourage conservation by showcasing existing conservation efforts. The eco-lodge has power and also generates some of its electricity from solar panels. 

Solar panels for sustainable development at the Sapo Eco-Lodge
Solar panels at the Sapo Eco-Lodge

There are many exciting things happening in the tourism sector of Liberia, and the eco-lodge in Sapo National Park is a great example. While this is a rapidly developing sector, it is still difficult for companies based abroad to receive all the relevant information needed to advertise these changes. Specifically, digital marketing requires numerous pictures and  descriptive language, as well as details of the changes being brought to various destinations in Liberia. The information network, especially because of the limited internet presence in developing countries, is weak. Due to this, many destinations do not have a strong digital presence. 

Expanding Information Networks & Engaging the Private-Sector 

While the government provides updates based upon government projects, it is still crucial to engage with the private sector to understand the current destination landscape. We have to understand how best to promote these new or upgraded destinations and work with their owners. To do this, Solimar engages with locals that live in Liberia, as well as establishing relationships with various private-sector actors who are focused on providing attractions that promote sustainable development and conservation.

Solimar relies on its on-the ground employees who are locals of Liberia. These locals provide unique insight on local news and information on destinations, attractions, and events not featured online. They also provide critical cultural insight. Additionally, working directly with local citizens builds an information network that can lead to increased collaboration with the private sector. It is crucial to work with the local community and community actors to ensure that they receive benefits from the sustainable tourism industry. 

With more information and enthusiastic businesses that want to get involved in the tourism industry, it is significantly easier to utilize digital marketing to encourage tourists to visit Liberia. One example of these enthusiastic businesses is Philip’s Guesthouse, owned by Philip Banini. Banini’s guesthouse is a perfect opportunity for tourists to experience the passionate and growing surfing community of Robertsport on the coast of Liberia. 

Philip's Guesthouse in Robertsports
Philip’s Guesthouse in Robertsports

Because of the relationship that Solimar has developed with Banini’s Guesthouse, it has been easy to get information about the guesthouse and promote it on various websites, as well as Solimar’s own. Due to this relationship we had the opportunity to interview Philip about his guesthouse, as well as about his life journey that brought him to open it. Building relationships and having the opportunity to interview business owners makes it easier to gain information and market destinations or amenities. It also allows the Destination Management Organization (DMO) to understand the local communities they are working with, as well as their goals and beliefs. These interviews allow for digital marketing to be more personable, as they convey the real stories and emotions behind the people who want to engage in sustainable tourism development in Liberia. 

Encourage Entrepreneurship and Engagement in the Tourism Industry via Digital Marketing

As the Liberian tourism sector continues to develop and grow, it will become evident that there is success in following a Destination Development Plan and operating with sustainable business practices. As the tourism sector grows, business networks will also grow as the DMO aims to create a unified and coordinated experience amongst the tourism industry. This allows Solimar to encourage entrepreneurship and involvement in the tourism industry by demonstrating the successful businesses that are benefitting from the industry.

Libassa Ecolodge, a family-owned business, is a great example of a successful business that has benefited from the tourism industry. The eco-lodge appeals to any mood when traveling. It can act as a resort, offering a pool and beach as well as a lazy river, while also having a restaurant that serves great local cuisine. The eco-lodge also offers adventure, as it is on the Libassa Wildlife Sanctuary, which is home to animals such as elephants, chimpanzees, and deer. 

Chimpanzee at the Limbassa Wildlife Sanctuary

Not only is Libassa Ecolodge a perfect example of a private sector business that has been incredibly successful, but it is one that embodies the spirit of sustainable tourism. The eco-lodge encourages tourists to visit the Libassa Wildlife Sanctuary, and this provides significant benefit to the non-profit conservation organization.

Even further, increasing awareness of this business not only encourages tourists to visit and increase attention to these conservation efforts, but it also underscores the relationship that can exist between private businesses and NGOs that benefits everyone involved. The wildlife sanctuary also aims to educate. Its mission statement  includes the importance of educating both the local community and tourists about the importance of conservation. 

Utilizing digital marketing to promote these attractions not only benefits conservation efforts, but it encourages participation in the local economy. It is clear that digital marketing plays a crucial role in promoting sustainable tourism. Even further, it directly provides a boost to the sector by increasing the attention the destination receives. Digital marketing not only encourages people to get involved in the sector, but it can also be used as a tool to teach people about sustainable development. A great example of this is the Solimar Institute for Sustainable Destination, which offers courses to show people how to operate businesses that adhere to conservation and sustainability requirements. 

Solimar’s institute focuses on four key pillars of education, which include learning, engaging, actioning and developing. The learning pillar is key, as it educates on the best practices on how to sustainably develop a destination, directly from industry experts. Even further, Solimar offers the service of consulting directly with these businesses to help them grow and expand. By encouraging sustainable development in the tourism industry in Liberia via the digital marketing tools available, Solimar International promotes sustainable conservation efforts and can bring economic benefits to local communities. 

Solimar Institute for Sustainable Destination's plan for Digital Marketing and Sustainable Development
Solimar International’s Plan for Digital Marketing and Sustainable Development

Liberia is an up-and-coming tourist destination that has a lot to offer. For people who wish to relax, they can spend their time on the beaches of Robertsport, at Lake Piso, or at the Libassa Ecolodge. If that doesn’t suit you, you can rest amongst nature in the forests of East Nimba Nature Reserve or Sapo Park. These are also great places for adventure, as there are phenomenal hiking trails throughout these conservation areas. Digital marketing is the perfect tool to encourage people to visit these destinations and teach people about the importance of sustainable tourism while nurturing a mutually beneficial local network of private-sector and government or NGO actors to create a flourishing tourism sector.  

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“We rely confidently on Solimar's deep technical experience and professionalism as tourism consultants. You always are exceeding our expectations.”
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