tourism Archives - Solimar International

Sustainable Tourism in Liberia: Digital Marketing and Development

Written by Thomas Hinkel on February 22, 2023. 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.

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.

Keep up with Solimar – don’t forget to like us on Facebook and LinkedIn!

Sustainable travel, how to be a sustainable traveler in 2023

What does it mean to be a sustainable traveler in 2023?

Written by Ellison Fellers on December 30, 2022. Posted in Blog, Uncategorised.

The term sustainable travel comes with many interpretations. It can encompass anything from staying in eco-friendly accommodations to taking one less flight. But, navigating what this means as a traveler can be complicated. In the simplest terms, sustainable travel refers to efforts to engage in environmentally friendly behaviors that limit tourism’s negative impacts on natural environments and local communities. Sustainable travel should be seen as a tool to help conserve natural resources, preserve and uplift cultures and protect the longevity of destinations for future generations. In this blog post, we will touch on some of the challenges the tourism industry faces and provide some thoughtful tips on being a more sustainable traveler in 2023.

The problems with travel as we know it

Pre-pandemic, travel was at an all-time high. But this boom did not come without negative implications. Destinations became burdened by overtourism, with some cities experiencing gentrification due to skyrocketing costs of living, increased congestion, pollution and strains on limited resources. Overtourism has also been an issue for destinations without the necessary tourism infrastructure needed to support an influx in arrivals, leading to detrimental environmental impacts on natural ecosystems. All of which ultimately impact a traveler’s experience as well as locals who call the destination home year-round.

In addition to overtourism and degradation of ecosystems, the way we get around results in a serious amount of CO2 emissions, further exasperating the climate crisis. The days of jet setting around the globe, hopping from one country to the next have led to increased emissions, with UNWTO reporting that flights have produced 915 million tonnes of CO2 in 2019 alone. With the interconnectedness of today’s world, low cost carriers and the ease of booking travel, it’s never been easier to get around. But the ease of travel has implications for the environment and society at large.

Tourism is one of the planet’s largest industries and one of the most significant exports and drivers of economic growth. Tourism accounts for 10% of all economic activity and supports 1 in 10 jobs. It is often the primary source of foreign exchange earnings in developing economies and the most viable option for sustainable economic development. This is true of no other industry. But this doesn’t necessarily mean that the destinations we know and love are benefiting from our visit.

Tourism leakage occurs when the revenue generated by tourism is lost to outside economies. What this means is that the money you spend in a destination rarely stays there to benefit the local economy. In developing countries, this is a major issue as the very economic activities aimed at catalyzing growth actually do very little. According to estimates by the United Nations Environmental Programme (UNEP), for every $100USD spent on a holiday, only around $5USD stays in a developing country’s economy. This equates to an average leakage of 95% and is a global issue that many key stakeholders are working to improve to secure an equitable future for local community members. For example, in the emerging destination of the Republic of Congo, Solimar International is working on developing projects where tourism dollars directly contribute to conservation efforts and to promote the country as an international ecotourism destination.

Our top sustainable travel tips for 2023

Visiting destinations close to home or halfway around the globe offer travelers the ability to engage with different environments, cultures, and ways of living. These experiences enrich our lives and ultimately shape how we perceive the world – not to mention the impact they have on our personal growth and development. But travel is a two-way street, and the importance of how local community members and destinations are impacted by individual travel behavior should not be undermined. We can all agree that travel gives us so much, but it’s time to begin reflecting on how we can give back to the people and places we visit.

It’s not all doom and gloom – travelers around the globe are becoming increasingly conscious about their choices when embarking on trips near and far. According to the Sustainable Travel Report published by Booking.com, a staggering 87% of respondents said they wanted to travel more sustainably. But what does that actually mean, and how do those intentions translate to more sustainable travel practices? While there is no single answer, there are many considerations that sustainable travelers of 2023 can consider before departing for their next trip. Below you will find our top considerations to making more well-informed choices during the planning process and while at your destination.

1. Seek out information from a Destination Management Organization (DMO)

Today’s travel space is flooded with information that can be useful in planning your next dream getaway. From blog posts to Youtube videos, booking engines like Trip Advisor to the influence of social media, the sheer quantity of resources can be super helpful – but also incredibly overwhelming. With algorithms and optimization, the smaller tourism players can be difficult to find from a quick Google search, which leaves travelers in a difficult place during the planning process. But there are ways you as a traveler can seek out those local, equitable and authentic experiences.

One such way is by looking for a Destination Management Organization (DMO) in the destination you plan to visit. DMOs are the backbone of tourist destinations as they exist exclusively to promote the area, attract visitors and develop a regional economy. Seeking experiences through a DMO can be helpful in guiding travelers toward lodging providers, attractions, restaurants, and retailers that represent the long-term goals of a destination. In short, DMOs can assist you in finding authentic interactions while supporting sustainable tourism initiatives that make the overall experience more enjoyable for you and local community members.

2. Visit emerging destinations

Another consideration you should be mindful of is choosing where to go. As mentioned above, there are many popular destinations that receive far too many tourists, leading to the various negative impacts of over-tourism. When you’re brainstorming destinations for your next getaway, you should challenge yourself to visit more off-the-beaten-path cities, countries, and regions, also referred to as emerging destinations. Emerging destinations are places with significant potential, where policymakers and local stakeholders alike need to make significant efforts to turn available resources and attractions into appealing tourism products.

While emerging destinations may not be on the top of your Instagram feed, they can provide incredible experiences for travelers through unfiltered and raw experiences, pristine environments and, the potential to be the only person at a key attraction. Some examples of emerging destinations are Georgia, The Cook Islands, and the Northern Territory of Australia.

3. Stop in a second city

If visiting an emerging destination is a little too raw for you and your next adventure, a stop in a “second city” is a good alternative. A second city can be any lesser-known destination that may not be the most popular choice for foreign visitors, but still offers the cuisine, culture and attractions of a country. Venturing to a second city will allow you to escape the overcrowded tourist areas all the while providing you with a more immersive look at local life. Instead of checking out Berlin, Canggu, or Phuket – consider Hamberg, Amed, or Ko Chang.

Wandering the road less traveled and avoiding mega hotspots allows ecosystems to regenerate and will give you a few extra benefits, some that may even be good for your wallet. In general, you can expect your money to go further in lesser sought-after destinations as heavily touristed areas usually charge a premium for food, lodging and even that coffee you get every morning. In addition to many other benefits, going to second cities helps contribute to the local community and economy that otherwise mainly caters to locals.

4. Choose the right season to travel

When you travel matters and has an impact on the way you experience a destination. Getting your timing right can mean many things like catching that local festival, experiencing the Northern lights or wildlife migration, or avoiding the rainy season in a tropical destination. While all these factors will contribute to and influence your overall decisions, avoiding destinations during peak season will help you be a more sustainable traveler. Have you always dreamed of visiting the canals of Venice or the sparkle of the Eiffel Tower in the evening? We’re not recommending that you throw those aspirations out the window, just that you’re more thoughtful when choosing when to visit. Traveling to those usually packed destinations during shoulder seasons can help minimize your impact on an otherwise overtouristed destination. A shoulder season is the period between high season and off season. Some destinations may be entirely closed during off-season, while others may experience crowds year round. There are some significant benefits to venturing to a destination during a shoulder season for example lower prices, better accommodation options and less crowds. This type of travel is also more considerate to local populations, giving the over-touristed destination a much needed break and spreading out income generation throughout the year.

5. Do your homework

But really, we mean it. Travelers have the responsibility of making themselves aware of social and environmental challenges destinations may be facing before embarking on their trip. Understanding some of the key issues helps you be more mindful of the way you interact while visiting. This doesn’t mean you need to spend hours researching before you go, but rather that you inform yourself of anything you should be aware of in order to “do no harm” in-country. For example, tourism often puts additional pressure on natural resources through over-consumption, and this can be especially harmful in places where resources are already scarce. In developing countries where locals may live without the everyday amenities we are accustomed to back home, this can be especially harmful.

Water scarcity is one such example. Swimming pools, golf courses, perfectly kept gardens and a shower in the morning, in the afternoon after a few hours spent by the sea, and a quick rinse before going to bed – you get the point. While there’s nothing necessarily wrong with these activities (and personal hygiene routines), it ultimately depends on where you are staying. In arid environments, dryer regions, or destinations with less infrastructure in place, engaging in the overconsumption of scarce resources ultimately leaves residents high and dry. The same goes for energy usage. In places with frequent power cuts, you as a traveler have the responsibility to lessen your footprint. Whether it be resource scarcity with water, power, and land, or the pollution created by solid waste, and sewage, the golden rule is to act more in line with locals. It’s a privilege we are able to jetset around the globe!

The same is true for social challenges. A big part of travel is learning how to be more sensitive to other people’s cultures. But know that these norms may not be the same as back home. Showing respect to elders, understanding how you should dress when visiting sacred places, and avoiding public displays of affection are some minor examples. But being a well prepared traveler requires you to also have a basic understanding of a destination’s political climate, laws and regulations and religious practices. Each and every destination is unique and comes with it’s own nuances and ways of life – that’s what makes travel so special, right? As you move through the world, embrace differences with an open mind, rethink the stereotypes and biases you may have had before your arrival and always respect social norms even if you don’t agree with them.

6. Actively participate and reflect during your travels

This one may seem obvious, but you’d be surprised with the number of travelers that bop from one destination to the next with few interactions with local people and places. In today’s globalized world, it’s easy to find the creature comforts of life back home – but is that what travel is really about? Get out of your comfort zone, venture off the main tourist streets, and push yourself to immerse in local experiences. The benefits of active engagement while you travel are two-fold. As a traveler, you’ll receive a multitude of benefits that span far beyond the end of your trip. You’ll have the ability to create more personal connections with the places you visit, which translates into a deeper reflection of the overall experience. Reminisce on your last trip, did you have a meaningful conversation with a local? Did you gain insight into daily life or see firsthand how the souvenirs you eagerly purchased for friends back home were made? Making intentional time for reflection during your travels may provide you with opportunities to gain that valuable insight and reconsider the preconceived narratives you may have had before embarking on your trip. You’ll also gain a deeper appreciation of the destination by having more participatory experiences, and locals will be greater for your eagerness to learn!

You can do many things as a traveler to be more mindful when you go abroad. From packing a reusable water bottle, to staying local, the options to lessen your impact on the environment and the communities you visit are endless. As we explore the world, it’s our responsibility to lessen the burden we leave!

To be the first to hear about our future tips on being a more sustainable traveler, follow Solimar’s blog for future updates!

Shows overtourism at Trevi Fountain in Rome

What is Overtourism… and How Can We Prevent it?

Written by Kat Orellana on November 17, 2022. Posted in Uncategorized.

Overtourism strikes back: Steps you can take to combat its return and become a more responsible traveler.

After being deprived of travel experiences for a larger part of the last two years, travelers have been itching to start exploring new destinations, cultures, and cuisines. But as travel re-opens in our post-pandemic world, the threat of overtourism once again looms over some of our favorite destinations.

What is Overtourism?

Overtourism is the increase in tourist numbers at such high volumes that it negatively impacts local residents, visitors, and the surrounding environment of a particular destination. The actual number of visitors is subjective to the capacity a given destination can manage without seeing detriment to their environment. But when a location’s hosts and its guests feel that the quality of life, the experiences offered, and the environment have deteriorated, it’s safe to say that destination is suffering from overtourism.

In regions of Southeast Asia, Latin America and Africa, countries have struggled to balance economic growth with the environmental regulations needed to protect the wildlife and ecosystems that attract tourists in the first place. In Europe, popular cities like Barcelona, Amsterdam, and Venice are all struggling to reduce visitor numbers. Barcelona alone has seen 30 million tourists to its 1.6 million residents in one year. And Amsterdam is projected to receive around 42 million tourists to its estimated million residents in 2030. With those numbers, it’s no wonder anti-tourist sentiment has surged in recent years.

Tourists in Park Guell Barcelona — Park Güell, Barcelona has set daily limits on the number of visitors to combat overtourism (Vincenzo Biancamano, Unsplash)

For many places burdened by overtourism, the travel ban was a welcome relief for local residents and wildlife. Lamentably, travel in popular destinations has already started reflecting pre-pandemic levels. For both the health of locals, visitors, and the environment, it is essential to prevent overtourism from coming back in full force. But to do that, we need to know what causes it.

What causes overtourism?

There is not a single cause of overtourism. Rather, it can be attributed to the intersection of innovation across numerous industries. From advances in the airline industry reducing the costs of airfare, to the enlargement of cruise ships increasing the capacity of passengers on board, it has never been easier for travelers to go from one place to another in the sheer quantities possible today. The infrastructure simply was not in place, and arguably neither was the technology.

Innovations in tech from the internet to smartphones have revolutionized our lives in countless ways, travel included. From online bookings and reviews, to home-sharing, ride-sharing and mapping services, technology facilitates every step in a traveler’s journey. Not to mention the major role that social media plays in augmenting the effects of overtourism.

Less visited destinations can become hotspots for mass tourism almost overnight thanks to the influence of social media. And while increased tourism promotes economic growth, most of these places don’t have the infrastructure or capacity to support thousands of visitors. Boracay, in the Philippines, recently saw a huge influx in visitor numbers thanks to its popularity among influencers on Instagram. The island eventually suffered from algal blooms because it lacked the sewage and wastewater treatment facilities necessary to support increased numbers of tourists. This is just one of the many ways in which overtourism can impact a destination.

What are some more impacts?

Overtourism alters the fundamental character of some of the world’s most popular destinations. Increased tourists cause congestion and traffic, litter and pollution, and the degradation of local cultures and environments. Residents have long complained about tourists driving costs of living so high that locals are eventually priced out. With locals gone, the authenticity of the experience for travelers is also at a loss. Maintaining the quality of life for locals is essential to creating a quality visitor experience. However, striking that balance can be difficult.

anti-tourist sentiment from overtourism — Overtourism leads to the kind of anti-tourist sentiment seen in graffiti above (Mark de Jong, Unsplash)

Mass tourism is not restricted to major cities or a specific destination for that matter. The impacts can be felt worldwide. From large-scale effects of increased carbon emissions from aviation contributing to climate change, down to the overcrowding of beaches in Phuket, Thailand inhibiting the successful reproduction of endangered leatherback sea turtles.

Mass tourism undoubtedly causes detriment to all parties involved: locals, tourists, and the environment. The pandemic revealed what happens when these highly sought-after destinations are given a break from tourism. With cleaner air in major cities and the recovery of wildlife in the absence of tourists, we saw just how much of an impact over-tourism can really have on a destination.

What can we do to prevent overtourism from targeting more of the places we care about?

As the travel industry recovers, we need to make travel more sustainable both for the stability of local economies and the enjoyment of travelers everywhere. Governments worldwide have committed to updating regulations to address the crisis. Meanwhile organizations like Solimar International are using destination management plans to help counties manage an increased number of tourists at up-and-coming locations. If we want to ensure that our favorite destinations last for generations to come, we all need to do our part to become more responsible travelers. Be aware of the impact your trips have on local environments so you can take steps to leave a more positive impact.

Five steps you can take to become a more responsible traveler:

1. Look for sustainable travel options that support local businesses

There are many alternatives to choose from when planning your next vacation. Search for experiences labeled regenerative, responsible, or sustainable to find travel options that care for the health, longevity, and prosperity of a destination and its people. Try to avoid greenwashing and opt for locally owned operations. When compared to foreign tourism operators, locals will usually have more consideration for the places they call home.

2. Take the road less traveled (literally)

One of the biggest steps you can take to prevent over-tourism is to go to destinations facing under-tourism. Seek out less visited regions or locations that are actually welcoming visitors. For example, if you have always wanted to go to Bali, go to a place like Ataúro Island in Timor Leste instead.

alternative to overtourism — Ataúro Island, Timor-Leste is a great alternative destination (Tanushree Rao, Unsplash)

3. Be respectful of local customs and cultural norms

Overtourism stirs up a lot of anti-tourist sentiment from local residents. Don’t add to it by coming off as a disrespectful traveler. If you are planning a trip, make sure you do your research first. Educating yourself on current social and environmental issues at a destination will make you a more mindful visitor. Plus, local residents will appreciate efforts made to be respectful. You wouldn’t want a guest in your home to be inconsiderate of your wishes and needs, so make sure to be considerate of their wishes as well!

4. Travel during the off season

Certain weather patterns or vacation schedules make a destination more popular at certain times of year. This concentrates an overwhelming influx of visitors to a two-to-three-month window. Traveling during the off season helps alleviate this stress by spreading tourists and local incomes out over a longer period. Next time you want to take that trip to a popular destination, go during the off season. You will be able to avoid the crowds and enjoy a more authentic experience. You might even score a better deal on stays and experiences!

5. Consider non-group travel

Large tour groups tend to overcrowd popular locations. Think increased wait times for restaurants, museums, etc… No one wants to spend their precious vacation time waiting around. Or worse, unable to get tickets to popular attractions because there are simply too many people. Going in smaller groups will reduce the stress of increased visitors. And if you are feeling up to it, going solo will allow you to make even better connections to your destination.

solo travel — Solo Traveler at Cabo da Roca, Portugal (Fransisco T Santos, Unsplash)

Finding a solution to the overtourism crisis is not easy. Increased government regulations and cooperation across industries will be required to even begin to address the problem. Mitigating the impacts of overtourism is a challenge for businesses and individuals at all levels of the travel chain. But there is some good news. As travelers, we have the power to make better travel decisions by researching a destination in advance. We can rest assured knowing our trips will leave a positive impact on a destination, or at least avoid contributing further to the problem. If you don’t have time to look before you book, then you can still be part of the solution by checking out Solimar International’s current 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!

Tourism Development Internship: Get to Know Solimar’s Fall 2022 Interns

Written by Jenny Lundt on October 13, 2022. Posted in Blog.

Solimar International is pleased to announce our Fall 2022 Travel Writing and Tourism Development Internship Cohort! This semester’s cohort is comprised of 14 inspired individuals with a common interest in sustainable development and tourism. As you will see, each intern has a unique background and experiences that will be highly beneficial to our work. We hope to equip these interns with the knowledge and skills they need to become industry leaders by providing them with hands-on experience in several of our current projects and actively participating in the vision and mission of Solimar International. Without further ado, this fall’s outstanding class of our tourism development internship!

Meet the Current Tourism Development Internship Cohort:

Ellison Fellers

Ellison holds a BS in Sustainability in Business from Ohio State University and is currently enrolled at the University of Copenhagen, obtaining her MSc in Global Development. Ellison comes with experience working for a US-based NGO within the field of public health, leading volunteer trips to Argentina, Tanzania, Indonesia, India, and Kenya. Ellison currently works within the tourism sector on a development and innovation team striving to promote more sustainable and inclusive tourism experiences. As an avid traveler, her thirst for exploring every pocket of the planet continues to fuel her adventures abroad. She’s hoping to continue to combine her passions by exploring the intersection of tourism and development through regenerative and community-based applications.

Lalith Chowdary Kankanala

I am a master’s student in Hospitality and Tourism Management from the Manipal Academy of Higher Education in India. I am currently enrolled at Sustainability Management School in Switzerland, pursuing a Dual CAS in Sustainable Hospitality and Tourism Management. I have experience organizing trips, particularly in the sustainable tourism sector, where I emphasize the importance of sustainability and help people understand why it is so important. I hope to gain more experience in gastronomy tourism and project management through this internship at Solimar International.

Lassana Ndiaye

Lassana Ndiaye is a senior at the African Leadership University in Kigali, where she studies Global Challenges Studies with a focus on Wildlife Conservation and Environmental Related Studies. His passion for environmental and wildlife conservation began during the fall semester of 2019 when he had the opportunity to study abroad in Rwanda. During his internship with Maliasili, he learned how wildlife management affects indigenous communities. He worked as an intern in Climate resilience and Anticipatory Action Early Warming (AA) with the United Nations Food and Agriculture Organization ( FAO). Lassana is fluent in English and French. Lassana hopes to pursue a career in climate resilience and write a policy for a government agency due to her international experience. When he is not reading about current events around the world related to disasters caused by global warming, he enjoys basketball, football, and morning running.

Grace Jaworski

Grace is a third-year student at The Ohio State University working towards her bachelor’s in Environment, Economy, Development, and Sustainability, specializing in Business and Sustainability and a minor in photography. After spending the spring collaborating with university leaders on projects focused on energy consumption, Grace decided to shift gears and pursue her passions for photography and sustainable travel more directly. This internship at Solimar International has already shown her how a love for photography can be connected with marketing sustainable travel, and Grace is excited to connect with others who have similar passions!

Eileen Dinn

Eileen Dinn is currently a senior at the College of William & Mary in historic Williamsburg, VA where she studies Government and Integrative Conservation. She has a variety of work experience but, most notably, was recently co-leading the development of an administrative proposal regarding future strategic planning for James Monroe’s former property, Highland, located in Albemarle, VA. Through this project, Eileen could dive deeper into the concept of sustainable tourism and incorporate those principles into the proposal. She is enthusiastic about traveling and learning more about the world around her and always strives to find solutions to the world’s most pressing problems.

Tom Hinkel

Tom Hinkel holds a bachelor’s degree in Political Science and is currently a graduate student at American University’s School of International Service. He has professional experience in both sustainable development and conservation as well as in the government SaaS industry. His undergraduate professional experience gave him knowledge of various conservation efforts, such as protecting the Okavango Delta in Namibia. He is also an avid researcher with academic interests in Europe, Eurasia, and sub-Saharan Africa. With these interests, he has beneficial knowledge of the political context of numerous regions.

Tom studied abroad in Berlin and utilized this opportunity to travel throughout Europe. He was fascinated by the local Catalonian government’s actions toward establishing sustainable tourism practices in Park Güell. During his internship, Tom is excited at the opportunity to further his understanding of sustainable tourism development and how the sector interacts with national governments.

Noelle Faiza

As a child, Noelle’s annual trips to visit her family in Tunisia during US school breaks planted a seed that evolved into a passion for travel. Her dual nationality made her curious about the world’s diverse cultures and political systems. At 16, she moved to the city of Mostar in Bosnia and Herzegovina, where she lived for two years as a United World College (UWC) Davis Scholar. The UWC mission of making education a force to build bridges has become a lifelong philosophy for Noelle, which she applies to many areas of her life. In line with this ethos, she believes travel is one of the most engaging forms of education possible. This past summer, she was awarded the National Security Language Institute for Youth Scholarship to study Arabic in Amman, Jordan, for six weeks. Aside from academic travel experiences, Noelle has backpacked through Montenegro and Croatia, biked 250 kilometers through Bosnia and Herzegovina, and explored the Côte d’Azur via public transportation. Through every experience, she seeks to learn from the people who live in the places she visits to understand the location in a multi-faceted way.

Madison Tomaso

Madison Tomaso is currently taking a gap year and plans to study Political Science. She is from Pine Knoll Shores, North Carolina. She is passionate about preserving cultural heritage, traveling, and studying foreign languages. As an experienced traveler, she is interested in learning about sustainable tourism. Madison is thrilled to have the opportunity to intern with Solimar International to expand her knowledge. She is excited to bring her skills to Solimar to help benefit the communities along the Lewis and Clark National Historic Trail.

Mavi Wilches

From an early age, Mavi was able to adapt to a nomadic lifestyle from the moment she left Colombia, where she was born, and as she moved from the United States to Brazil, Switzerland, and the Netherlands. She recalls this lifestyle was a life-changing experience, without a doubt, but it was only years later that she truly realized its long-lasting impact. The academic and personal experiences she has gained by transiting through these cultures has allowed her to develop soft skills based on empathy, respect, and appreciation for diversity. As a result, these lessons on multiculturalism, cross-cultural skills, and multilingualism have awakened in her interest in combining development goals with the sustainable tourism paradigm in an attempt to advance social inclusion, community empowerment, and gender equality. She believes this is precisely where Solimar’s Fall Virtual Internship Program fits in!

Mavi looks forward to learning from destination management planning as she assists in simultaneous projects taking place in Tunisia, the Congo, and Timor-Leste, among others. Her goal is to use this experience to decide the next steps, as she just graduated from Fundação Getulio Vargas in São Paulo, Brazil, and now holds a bachelor’s degree in Public Administration.

Kat Orellana

Kat holds a BS in Biology and Environmental Science from Duke University and is pursuing a Master’s of Environmental Science and Management (MESM) at the University of California Santa Barbara’s Bren School of the Environment. Kat has worked on conservation initiatives through National Geographic’s Big Cats Week and Saving Nature’s Corridor Reforestation Projects. Through her time spent living, working, and backpacking abroad, she witnessed the impacts travel can have on terrestrial and marine ecosystems, as well as its effects on the surrounding communities. Her experiences have instilled a love of travel and an urgency to protect our world’s wild places. Kat is motivated to increase benefits for both biodiversity and local communities through tourism and is excited to join Solimar International’s tourism development internship cohort to create a larger space for sustainability and responsible tourism within the travel industry.

Marissa Volkman

Marissa’s interest in global affairs began in high school when she had the chance to meet with representatives of the United Nations to discuss unemployment in the European Union. She went on to study at Colgate University in order to take advantage of the school’s ample study-abroad opportunities. As an undergraduate, she majored in English and double minored in philosophy and writing/rhetoric, choosing courses highlighting international perspectives. Outside of the classroom, she edited her school newspaper and pursued extra-curricular opportunities in linguistics to fulfill her ardor for cultural exploration. After completing her B.A. in May 2021, Marissa earned a TEFL certification and began teaching English online. In February 2022, she traveled to Germany to intern at a non-profit, where she worked to highlight locals’ cross-national social histories while fostering community engagement. Her internship demonstrated how tourism could be used to reinvigorate a small town and shifted Marissa’s career goals back towards her passion for international affairs, now focusing on the tourism sector. As an avid backpacker whose zeal for preserving linguistic and cultural diversity directs her travels, Marissa is thrilled to be breaking into the sustainable tourism industry by joining Solimar’s tourism development internship. She is dedicated to using her time here to ensure tourism enriches both travelers and developing touristic communities around the world.

Catherine Padgett

Cat has just completed her master’s degree in Food Security from the University of Edinburgh. As part of this master’s, she completed a dissertation on the intersections of food security and mangrove conservation efforts in Bangladesh’s Sundarban Delta. Solimar was a project partner in this research, providing local connections and project supervision. Through this research opportunity, Cat could travel to Dacope, a sub-district of Bangladesh’s Khulna district, to conduct in-person fieldwork. Here, she worked with one of Solimar’s Bangladesh project partners: Bangladesh Environment and Development Society, a local NGO. This opportunity cemented her drive to pursue research as a career path, supporting projects that center on smallholder livelihood development, local perspectives, and community-based initiatives for the world’s most vulnerable populations.

Megan O’Beirne

Megan is passionate about sustainable development, regenerative travel, and environmental education. For the past five years, she has worked as a sustainability professional in the luxury hospitality industry, first in Laamu Atoll, Maldives, and then in Cartagena, Colombia. She has bachelor’s degrees in Environmental Studies and Global Studies from the University of California Santa Barbara. She is currently working on a dual master’s degree in International Affairs, Natural Resources, and Sustainable Development from American University in Washington, DC, and the United Nations University for Peace in Costa Rica. She will be working on Solimar’s Climate Adaptation Project in the Maldives, which aims to incentivize the private sector to invest in nature-based solutions. Megan is an avid bike commuter, scuba diver, nature photographer, and international cook/eater.

Anaïs Prado Cornaro

Anaïs grew up in Switzerland but coming from a multicultural background, as her parents had both grown up in various countries, she has a passion and curiosity to explore and get to know new cultures and ways of life. From a young age, she has been drawn to nature and its preservation. Hence she plans to study Environmental Engineering at ETH Zurich. While traveling, she has seen many of the wrong sides of tourism and is immensely interested in Solimar’s work incorporating the local communities. Grateful for being a part of the Tunisia project, she hopes to gain clarity on some of the central issues and how Solimar solves them.

Want to learn more about Solimar International’s tourism development internship? Read more and apply for our Spring 2023 internship program here.

Blog by: Lassana Ndiaye

WE DEVELOP, MANAGE, AND MARKET SUSTAINABLE TOURISM DESTINATIONS

Tag: tourism