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.
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.
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!
Liberia is a beautifully unique country with a less than favorable reputation. Researching Liberia leads to some interesting finds. For example, the country’s two civil wars, the Ebola endemic, crime and COVID-19 appear, leading curious travelers to believe Liberia is not a bucket-list tourist destination. The effects on the Liberian economy have been disastrous, leaving communities struggling to rebuild the country to the glory it deserves. Sustainable tourism in Liberia can contribute to regenerating the economy through providing significant benefits to local communities. This piece explains how Liberia can be restored through sustainable tourism. First, the effects of the wars and endemics are explained before diving into the importance of sustainable tourism in Liberia.
Sapo Cultural Performance, Solimar International
Civil War and the Ebola Endemic
Throughout the last three decades, Liberia has encountered 14 years of two civil wars (1989-1999 and 1999-2003), which killed approximately 250,000 people and displaced thousands. But how did these wars erupt? During the 1820s, the American Colonization Society in the United States began to send formerly enslaved African Americans back to their initial point of departure, Liberia. Overall, throughout the 1800s, around 16,000 freed formerly enslaved African Americans were sent from the United States to Liberia. Some decades later, the Republic of Liberia was established on the 26th of July, 1847, and the Americo-Liberians took power, often exploiting the natives in a segregated society. Although they were the minority in Liberia, the Americo-Liberians successfully established themselves as an oligarchy, controlling Liberian affluence, politics, and the economy. The exploitation and weaponization of ethnicity against the indigenous majority continued until 1980, when Samuel Doe staged a coup to forcibly seize power. However, Doe was also corrupt and discriminatory against different ethnic groups, exacerbating conflict between tribes. Yet, the moment that ignited the first civil war outbreak was when Americo-Liberian, Charles Taylor, laid a siege on Nimba County. As the conflict escalated, President Doe was captured and murdered in 1990. The second civil war broke out shortly after Charles Taylor was elected president in 1997, leading to clashes across Liberian borders to feed into the country. However, it was not until 2003 when thousands of women staged protests to end the decade of violence.
Furthermore, in 2014, the Ebola endemic swept through Western Africa, significantly affecting Liberia. Almost 3,000 people died from Ebola in Liberia alone. Due to the great loss of life, people’s movement was restricted, which led to an enormous financial strain on Liberia. Additionally, these catastrophes weakened Liberia’s proficiency in adjusting to the challenges of climate change, including great coastal erosion. From a tourism perspective, the Ebola endemic stopped flights coming into the country. In addition, countries worldwide issued warnings to travelers to prevent people from visiting Liberia. The wars and the endemic led to many travelers ousting the idea of Liberia as a desirable travel destination.
The Importance of Sustainable Tourism in Liberia
As previously stated, sustainable tourism in Liberia is crucial to regenerate the economy after the disastrous and long-lasting effects of the civil wars and ebola endemic. There are three significant benefits to growing the sustainable tourism industry in Liberia: it can conserve the natural environment, promote the cultural heritage of Liberia, as well as stimulate economic growth.
Liberia has one of the most diverse ecosystems in Africa. Home to great apes, pygmy hippopotamus and other majestic forest beings. Furthermore, Liberia hosts unique flowers and butterfly species that attract wildlife enthusiasts and researchers worldwide to witness rare sightings of these creatures. However, many of the rare animals in Liberia are listed as endangered. For that reason, sustainable tourism is vital, as it generates income to ensure the continued protection of all wildlife and natural resources in Liberia. As stated by Matt Humke of Solimar International, people are often at the center of conservation solutions.
Endangered Pygmy Hippo; Location: Sapo National Park; Photographer: Solimar International
East Nimba Nature Reserve
Hiking to the peak of this reserve results in a panoramic view of three West African countries. Hiking, however, is just a small token of what tourists may experience in this destination. The wildlife and birdlife in the East Nimba Nature Reserve can be found nowhere else. For example, the largest butterfly in the world, the African Giant Swallowtail (Papilio antimachus Drury), can be found here, alongside 100 different species of orchid. Visiting this nature reserve ensures the continued promotion, protection, conservation, and growth of the unique biodiversity found in Liberia.
Mount Nimba, Liberia: an abandoned mining site and the highest point in West Africa. Hike to the top of the tallest peak in West Africa and the point where three countries converge
Sapo National Park
Deep into the West African rainforest in swamps and near rivers, rare and beautiful creatures are thought to be endangered due to hunting and accidental pesticide poisoning. Like the other animals unique to Liberia, deforestation is also a considerable threat to species’ survival. Many endangered species exist in Sapo National Park, such as the Liberian Mongoose. Tourists may visit this park during Liberia’s summer months to witness the conservation of the biodiversity in Liberia.
Located in the centre of Africa’s oldest republic, Kpatawee is the perfect sustainable tourism destination for a wholesome weekend getaway in West Africa. Only a three-hour drive from Monrovia, Kpatawee is a nature lovers’ paradise. The Kpatawee waterfall is a Ramsar site, meaning that the water is a significant reservoir for the people of Kpatawee. Furthermore, the water is essential for locals as it is used for consumption. Therefore, ecotourism at this waterfall and the Kpatawee Waterfalls Resort is crucial to conserve local’s natural resources. Furthermore, the Kpatawee Falls organization ensures the protection and conservation of the area’s unique biodiversity. For this reason, visitors who infringe on the waterfalls may threaten the conservation efforts made in Kpatawee.
Promoting Liberia’s Cultural Heritage Through Sustainable Tourism
As previously mentioned, Liberia’s reputation has been tarnished by the calamities of wars and endemics. However, Liberia is so much more than its past. For instance, the unique culture and history of the country have attracted people from all over the world, eager to dive into the rich cultural heritage of Liberia. Providence Island is the perfect example of a destination that highlights the strength of this West African country.
Providence Island
Providence Island was the point of departure and no return for many Africans that were forcibly removed from their homes and sold as enslaved people. According to UNESCO, African chiefs, governors, and family leaders in the community saw a fast way to conjure material necessities by exchanging human cargo. The Africans that were sacrificed and sold as enslaved people and sent to the United States included “less important community members” and people captured during tribal warfare.
As previously mentioned, the formerly enslaved were set free and sent to Liberia throughout the 1820s. Providence Island was the arrival point for the arrival of the formerly enslaved. Due to the history of Providence Island, many Liberians can trace their ancestry back to the United States through the slave trade. These Liberians now honor their ancestors and the pain and hardships they endured by preserving Providence Island in their memories.
Visitors to Providence Island can spot many historical attributes that represent the island’s deep roots in the United States. For example, one of the oldest cotton trees in the world (250 years old) can be found on Providence Island. Furthermore, other attributes of the island include an ancient water well that is believed to have been used by the formerly enslaved that arrived on the island in the 1820s and an old landing dock that was used when the island was a former trade post. This landing dock is still a platform for incoming canoes and ships to Monrovia. Furthermore, the foundations of original settlements were formally inhabited by the formerly enslaved African Americans. At the same time, newly constructed huts, such as a palaver hut, were built as a replication of the many homes built after the African American settlers arrived.
Interestingly, a metal tree on the island was created from AK47 machine guns to represent the country’s desperate wish for peace after many brutal years of internal conflict in Liberia. This tree serves as a reminder of these years. Moreover, a cement pillar and concrete flooring can be observed on the island, which is thought to be the very first concrete work in Liberia’s history.
Location: Providence Island, Monrovia, Liberia; Photographer: Rami Ramitto, @theramiramitto
Location: Providence Island, Monrovia, Liberia; Photographer: Rami Ramitto, @theramiramitto
Traditional Dance
Tourism to Liberia leads travelers to promote the traditional dances of different tribes. Dancing is a significant part of Liberian culture. People dance for all types of special occasions, such as weddings, burials, holidays, and traditional events. However, dancing is not just reserved for special occasions. People often take to the streets and dance for their own joy or to communicate messages. For example, some performances are spiritual, and they share that the cultural heritage of Liberia must be reserved.
Furthermore, the traditional dances of Liberia vary from tribe to tribe and in different regions. However, regardless of the traditional dance performed, when Liberians hear the sound of drums (sangba), they frequently drop their work activities to watch the performances on the streets.
As seen in the photograph, cultural dances are performed wearing traditional Liberian clothing. This young Liberian woman has had her face painted before dancing. This picture was captured by Solimar International in attendance of a Sapo cultural performance. As you can see, cultural dancing brings immense joy to Liberians as they are hugely passionate about this tradition. If you intend to visit Liberia, it is worth your while to appreciate a cultural dance performance as it is an experience unlike any other.
Stimulates Economic Growth
Many countries worldwide count on tourism to be their key economic driver. Therefore, the economy will be positively impacted if sustainable tourism is established and supported throughout Liberia. Here are a few examples of travel destinations that support sustainable tourism as well as provide careers for Liberians. Suppose more Liberian tourist spots are pinpointed and improved to support sustainability and customer experiences. In that case, the country can eventually develop into a desirable travel destination.
Libassa Ecolodge
Libassa Ecolodge is an excellent example of job creation in Liberia. This luxurious ecolodge allows tourists to unwind by the pool or beach after a week of fun-filled activities. Hop into the lazy river, soak up the Liberian heat, and float along the water with your family and friends. Liberians have been hired to maintain the pool, and chefs and servers were employed for the ecolodge’s restaurant.
Furthermore, Libassa Ecolodge can fill a tourist’s day with enjoyable activities as people were hired to entertain guests throughout the week. For example, the ecolodge provides massages, yoga, gym, sports on the beach, a cultural dance class, scuba diving, sea turtle beach patrol, boat trips to Chimp Island, a wildlife sanctuary, Liberian cooking classes, bonfires, a Liberian dance show, and so much more. Click here to see more activities that Libassa Ecolodge provides. All of these wonderful activities have created the opportunity for Liberians to earn a living.
Like Libassa Ecolodge, the establishment of the Royal Grand Hotel in Monrovia created hundreds of jobs in the capital of Liberia. Thousands of people pass through Monrovia yearly, staying at places such as the Royal Grand Hotel. Therefore, the demand for a reliable workforce grew. The hotel provides tourists with a gym, a spa, a restaurant and a donut bar. In addition, people were hired to maintain the hotel and clean rooms. Establishing a hotel like this is crucial for rebuilding the economy as travelers leave this destination with positive experiences. Therefore, they are more likely to promote Liberia as a desirable travel spot online or through word-of-mouth to their friends and families at home.
Kpatawee Falls
In contrast to the Royal Grand Hotel, Kpatawee Falls is a relatively small tourist destination. However, the establishment of the organization has still provided jobs for people in the area. For example, tour guides are hired to take visitors on an exciting tour of Kpatawee falls from one of the local eco guards of the site. The tour guide shows tourists the true hidden beauties that surround Kpatawee waterfalls. You can feel the passion emanating from the guides as they take great pride in the conservation of nature and the protection of the diverse ecosystems that make up the area of Kpatawee.
Furthermore, during your stay at Kpatawee Waterfalls Resort, you can engage in various uniquely Liberian activities. For example, you can harvest the nutty-flavored vegetable, cassava, from their garden and learn how to cook delicious Liberian dishes. The people hired to give classes and tours also promote Liberia’s cultural heritage by sharing local dishes and highlighting the rare wildlife.
As shown in this piece, sustainable tourism can have a tremendous positive impact on a country such as Liberia. After years of endless tragedies and strife, the people of Liberia deserve to have their country recognized for its present glory rather than its dark past. The country’s traditional dances, dishes, crafts, surf waves, historical sights, and friendly people can potentially attract travelers worldwide. Unfortunately, the country has a long way to go before the positive economic effects of sustainable tourism can be seen. Still, Liberia is more than worthy of any visitors it currently receives.
Want to learn more about Liberia?
If you are interested in sustainable tourism and want to learn more about our work in Liberia, check out three of our Liberia-based projects:
Want to learn how to successfully make your destination stand out from the competition? This article tells you all about destination branding and how to build your own original brand!
How to Build a Successful Destination Brand
The tourism industry is one of the most universally robust industries in the world. Hundreds of thousands of people travel every year, and there are many types of travelers who feed into the industry. Even more people work in the tourism sector. So, how do you attract potential visitors to your tourism destination?
There are plenty of approaches to attract potential customers to a tourist destination. Social media, marketing campaigns, and word of mouth are just a few ways to achieve this. You might see photos of dazzling landscapes on Instagram, see a hotel ad on TV, or read a post about a famous tourism destination in a magazine. What these things have in common is a recall to what makes a destination unique, important, or appealing to a specific audience.
Bringing these features out through tourism marketing is a tactic called destination branding. Think about a famous city—Berlin, for instance. There are a number of images that you probably think of when Berlin comes to mind: the (in)famous Berlin Wall, the unmatched cosmopolitanism, the tall-standing TV Tower, and the authentic Brezeln. A collection of cultural markers like these produces a profile that is unique to Berlin. These markers can then be used to produce and to employ a marketing strategy that attracts potential tourists to Berlin. Of course, this is not specific to just one city; any site can have a brand identity.
So, the question remains: how do you produce a successful brand for your site? Below, we have compiled a short list of items to get you started on building a successful destination brand.
Berlin TV Tower (Fernsehturm) has become an iconic piece of Berlin’s identity, completing the panorama of the city alongside Brandenburg Gate or the Berliner Dom
A Brand is the Most Valuable Tool in your Marketing Strategy
A brand goes far deeper than a logo or company slogan. These are simply considered marketing tools. A brand is defined by the public perception and the emotion it makes you feel. It is the promise being made to the target audience that is derived from the product or destination’s uniqueness. Your branding efforts are the process of creating brand messaging and experiences that attract visitors. These should be as compelling and memorable as possible, in order to draw in potential customers. Successful branding occurs when this experience remains in the hearts and minds of the target audience.
Developing a Valuable Destination Brand Identity
Developing your brand identity, or brand personality, revolves around three main axes:
A strong brand identity is essential when you are trying to reach potential tourists and attract them to your destination. We could define the brand identity as a summary of the destination’s main traits, the words your main audience would use to describe the destination.
Does your destination offer a wide array of cultural experiences? Are most visitors coming to your destination to relax, or do they come to challenge themselves and take on new adventures? Is your destination mostly suitable for families, groups of friends or romantic getaways?
Developing your brand identity starts by auditing your destination and identifying your main target. It is recommended to involve stakeholders to better understand how they perceive the uniqueness of your destination. Start a conversation with small tourism businesses, travel agents and tour operators promoting your destination, local authority or former visitors and gather their emotions about your destination.
Including the consumer perception of your destination will ensure that the appropriate types of travelers are targeted in your brand messaging. Do not neglect to take a look at competition – locally or internationally – and to think it through: “What do I offer that is different?”, “What is our added value?” You can read an example of destination branding through consumer perceptions from Croatia.
The wide open Namibian landscape – understanding the consumer perception of your destination’s uniqueness is key to build a strong brand identity
Understanding the travel motivations of your visitors, as well as their decision-making process, will support you in building a suitable brand messaging. Associate experiences with your destination which are as distinctive, compelling, memorable and rewarding as possible. Take the example of Namibia’s online marketing campaign which Solimar ran between 2011 and 2013 that emphasized the breathtaking and seemingly endless natural landscapes of Namibia.
Once this message is clear, your marketing campaigns will help spread your identity and reach your targeted audience. The key in the marketing campaign is consistency! Make sure the brand messaging perceived is coherent on all the elements of your integrated marketing communication. Each support and channel should represent the same brand identity.
Moreover, the consistency of the brand identity continues on the spot where it is important to build brand value at each point of contact, from signage at the airport to landscapes while driving to the hotel or between parts of a destination. The experience of the traveler must reflect your brand identity.
Finally, keep track of the success of the campaign and reassess your strategy every year, or if a major event has disrupted your campaign (Covid-19 anyone?).
In short, developing a powerful brand identity consists of:
Running a destination audit
Clarifying who is your target
Building your destination SWOT
Identifying your competition, their location, and your added value
Involving local stakeholders in your branding process and assess their perception of the destination
Reassessing your Marketing Strategy annually
Using the Brand Pyramid for a Strong Destination Brand
One of the most effective ways to produce a powerful destination brand is by using a brand pyramid. Brand pyramids are models that distill the important elements of a site down to an advertising essence. Brand pyramids are important for destination branding, because they clarify the most important aspects of the destination. This helps produce a tagline that markets the message of a destination to potential visitors.
There are five tiers in the brand pyramid, which are organized from a wide base to a narrow top. The first tier, labeled rational attributes, are tangible destination characteristics. In other words, rational attributes are the markers that can be empirically observed. The physical, quantifiable features of a site are listed here. These features can be diverse, ranging from unique products and services to local cuisines to historic landmarks.
The second tier is labeled emotional benefits. These are the feelings associated with a site. This tier plays a crucial role in creating a destination brand, because it addresses the tangible emotional experience(s) of visiting a site. The first two tiers work together to create a strong brand image by listing tangible attributes alongside the emotional sentiments that the site produces.
The third tier of the brand pyramid is brand personality. This lists a group of adjectives that describe the personality of the site. This is how a target audience will describe a site in a few basic words. The brand personality can describe atmospheres and resources, and they can also attract specific audiences. As the public health situation evolves, a brand personality can illuminate how amenable a site is to a specific audience.
The fourth tier, the positioning statement, describes the one-of-a-kind site attributes. Here, brand developers ask which characteristics are seen or experienced only at that site. This is an especially important step in the brand development process. Knowing what makes a site stand out will give shape to a strong brand identity.
The final tier is brand essence. The brand essence is exactly what it sounds like: it distills aspects of all the tiers below to produce an essential brand identity. This is what the brand means, described in a few words. This is the tier that creates a destination brand, usually in the form of a tagline. A great example of the destination branding process was successfully implemented in Solimar’s Jamaica Community Experiences project from 2015-2018.
Looking for more destination development strategies? Check out Solimar’s Institute for Sustainable Destinations program on DMO Development. Or Contact Us directly for information!
Authors: Caitlyn Marentette / Célia Hulin / Thomas Kalchik
Photo courtesy of Tourism Unique Center. TUC campsite.
As most expert travelers know, it is difficult to find an immersive, cultural experience in regions away from large population centers. In the Lori region of Northern Armenia, the NGO Center has created the Tourism Unique Center, known as TUC (ՏՈւԿ), which allows tourists to learn and play while benefiting the local village community in Dsegh through economic development and poverty alleviation. TUC capitalizes on local knowledge, cultural sites, and a breathtaking environment to provide their guests with a travel story that will last a lifetime. It is one of the best examples of the country’s community-based tourism, showing that Armenia’s sustainable tourism potential is endless.
The Lori region of Armenia lies directly between the Armenian capital of Yerevan and Georgia’s capital, Tbilisi. Envoy Hostels, who operate locations in both cities, claim 70% of travelers visit both countries during their trip to this area of the world. In creating TUC, the NGO Center took note of their prime location and unique resources when envisioning a space to give foreigners an enchanting, hands-on travel experience. Learn more about why Armenia’s tourism industry.
Why visit Armenia?
Photo courtesy of Johnathan Stefanick. Mount Ararat from the top of Cascade.
In 2018, The Economist named Armenia its “Country of the Year.” The same year, the late Anthony Bourdain did an episode of Parts Unknown featuring Armenia as a burgeoning destination with a distinctive culture, mouthwatering cuisine, and riveting history. In a single day, a traveler can visit the first Christian church in the world, ride the longest ropeway in the world, and drink wine from a region whose production stretches back nearly 6000 years. This is all in addition to incredible views of Mount Ararat, where Noah’s Ark came to rest, Lake Sevan, one of the largest freshwater alpine lakes in Eurasia, and Yerevan, a bustling capital offering extraordinary impressions around every corner. With all these incredible offerings, it is easy to understand why Armenian tourism is rapidly attracting international tourists.
Tourism Unique Center
TUC was an idea born out of the NGO Center, a prominent conglomeration of civil society outlets located across Armenia. The goal was to increase exposure to the region, while ensuring that local communities benefited from their own knowledge and land. TUC started small and slowly grew its exposure within the country until year three, when the all-inclusive campsite was able to host over 1000 visitors from all over the world in just a single summer.
Community Involvement in Armenian Sustainable Tourism
TUC is located in the village of Dsegh, which is also the birthplace of Armenia’s national poet Hovhannes Tumanyan. The community has historically rallied around the sense of pride this brings, and TUC provides the opportunity to reach a larger and more international base. All of TUC’s operations are run by locals who provide upkeep, excursions, and masterclasses on Armenian cultural practices. The community is involved in decision making as TUC continues to flourish in the tourism sector.
TUC has created the infrastructure necessary to host domestic groups seeking to reconnect with traditional rural Armenian life. Corporate retreats and school field trips use the space and resources to come together. Weddings and festivals are often hosted by the organization as well. TUC, while aiming to promote identity and tourism, has created a bastion of community development that serves to benefit all stakeholders.
Photo courtesy of Tourism Unique Center (TUC). View of Dsegh from above.
TUC’s Travel and Tourism Experiences
TUC offers guests a plethora of experiential opportunities to participate in during their stay. Local experts serve as the guides or organizers for these outings and can range from cheese-making to hiking. Festivals are numerous in summertime to commemorate certain harvest cycles or to just have a great time. Other adventures guests can participate in are:
Gastro-masterclasses in local cuisine. The most popular are the world renown cheesemaking, lavash baking, and khorovats (Armenian barbeque)
Photo courtesy of Tourism Unique Center (TUC). Cheesemaking process.
Armenia Sustainable Tourism Destinations Nearby
TUC can also be used as a jumping off point to explore other destinations nearby. Dsegh is located at the top of the Debet Canyon, a massive cavern that stretches for miles and is tucked between the rolling Caucus foothills. Haghpat and Sanahin monasteries, UNESCO World Heritage Sites, are just a quick drive or hike away. The Mikoyan Museum, which honors brothers Anastas and Artyom Mikoyan who invented the Soviet MiG fighter jets used in World War II, is also a must visit, as it boasts one of the only full size planes still constructed today!
Just a short walk from TUC is the Children of Armenia Fund’s (COAF) Smart Center. I describe it as a spaceship in the middle of a village. This educational space serves people of all ages in the surrounding communities by offering programming on everything from guitar classes to computer coding. The COAF Smart Center is an inspiring feat of community investment and offers regularly scheduled tours to learn more about their work.
Photo courtesy of Aram Atyan. COAF Smart Center.
Spitak is a small township located in the Lori region and was the epicenter of the 1988 earthquake that devastated northern Armenia. Many lives were lost and changed forever by the event. The response to this catastrophe was historical, as then former U.S. President George H.W. Bush sent his son Jeb to assist in the effort. This was also the first time the Soviet Union accepted western aid, as it dealt with the crisis and its aftermath. Many memorials can be seen throughout the town, and some of the devastation remains until this day (an opportunity for sustainable development).
Vanadzor is Armenia’s third largest city and lies approximately 30 minutes away. Formerly known as Kirovakan, this city features incredible Soviet architecture and a massive decorated main square. Vanadzor is known as the hub of Armenia’s rock and roll culture. Bands like Lav Eli, Rozen Tal, and Clocker were all formed here. Even Serj Tankian, the lead singer of System of a Down, has familial ties to Vanadzor.
See you in Dsegh!
TUC is an excellent example of destination management and effective strategic planning. The stakeholders identified the site’s unique characteristics and have capitalized on them in a tourism strategy benefiting all involved. The next time you find yourself in Northern Armenia, take the chance to check it out. The number of visitors leaving with unbeatable new memories is growing – don’t miss out.
World Tourism Day is here! Communities in destinations around the world are finding ways to celebrate both virtually and in person. The 2021 theme chosen by the World Tourism Organization is “Tourism for Inclusive Growth”. In this blog post, We’ll explore the origins of World Tourism Day, and the goals being set for the future.
What is World Tourism Day?
World Tourism Day is a day where professionals and organizations in the industry focus on a single topic that’s been designated by the United Nations World Tourism Organization (UNWTO). This year, the theme encourages tourism stakeholders to engage in practices of equality in growth. Tourism, as many other economic sectors, has been devastated by the COVID-19 pandemic. Some estimate that around 4 trillion dollars could be lost in the global economy from the tourism industry alone. As countries fight to contain and move past variants of the virus and their implications, the tourism industry is setting their sights on recovery.
For 2021, the UNWTO decided to emphasize that in this growth we must not forget the most vulnerable and underserved communities. Tourism for inclusive growth is an idea that promises a helping hand to the communities and people hurt most by actions of the past.
When is this day celebrated and why?
Every year on 27th September. The UNWTO came up with the idea of World Tourism day in 1979. The first commemorative year was 1980, and the date was chosen to coincide with the adoption of UNWTO standards. Since then, it has been held on theanniversary of the adoption, September 27th, which marks the end of peak tourism season in the northern hemisphere, and the beginning of the peak in the southern hemisphere.
Major themes from past years
A new theme is chosen carefully for this special day every year. The inaugural year held the theme: “Tourism’s contribution to the preservation of cultural heritage and peace and mutual understanding.” Tourism is a vessel for cultural preservation. This is done not only with economic incentives, but also through social interest and call for conservation. An example of this principle can be seen in Solimar’s 2017 work in Sri Lanka, where we helped diversify attractions and capacities in the area to help enrich the experiences for both tourists and citizens.
The year 2000 focused on Chile, and the theme, “Tourism: preserving world heritage for the new millennium.” Here we get another hint of that first year’s cultural preservation, and with good reason! Chile has had a stressful recent history with political unrest and biological shocks that come with tourism entering untouched environments. Only through working towards the UN’s sustainable development goals, and holding an emphasis on biocultural conservation, can we have a chance at protecting this natural stronghold? Plenty of work is still yet to come.
World Tourism Day’s 30th anniversary, 2020, explored the theme “Tourism and Rural Development.” The focus was on tourism’s ability to affect the economic sectors of communities around the world in outlying areas. That principle became especially significant following the COVID restrictions and social consequences that ensued. Rural areas gave weary travelers not only space to socially-distance themselves, but it also provided a much needed connection to the natural world after months of lock down in our homes.
Inclusive Growth in International Communities
Attention must be paid to bolstering and supporting smaller communities and destinations around the world that may not have the same level of stability as others. Social, cultural, and political aspects must be addressed to create inclusive societies through sustainable tourism. A fascinating commemoration of this day is Nepal reopening to foreign travel. Many people anticipate the country to relax restrictions and welcome tourists back to their majestic Himalayan landscapes. In the midst of a major border conflict with India, and having been hit hard by two lockdowns, Nepal looks forward to a chance of economic relief through an influx of foreign tourist dollars and cash flow.
Celebrations of World Tourism Day 2021
World Tourism Day in Opatija, Croatia
A three-day World Tourism Day celebration took place in Opatija to commemorate the successful summer of tourism in the Kvarner Bay. Historical and cultural walks were organized through the city to offer an intimate view of Croatia’s past. The Tourist Board of Opatija also planned an array of events and concerts to promote the cultural, political, and economic values of tourism in Croatia.
World Tourism Day in Abuja, Nigeria
“36 Destinations Nigeria”, a tourism marketplace event, has been planned in line with World Tourism Day. The event is open to bloggers, tour guides, government officials, and other stakeholders. The aim is to widen Nigeria’s opportunities for all communities, and in line with this year’s theme, especially the communities that suffered most during COVID.
Future of Global Tourism Towards a Sustainable Future
Each year, the UNWTO attempts to find new important milestones in world tourism to celebrate. As aforesaid, the theme has continued to change and shift through the years, but the general ideas hold the same:
Tourism is a tool to be used in the preservation of biocultural heritage around the world.
Tourism is an ever growing industry that, like others, needs to focus on sustainable practices to save special places, but and make tourists enjoy them all the more.
Tourism creates benefits that need to be felt equally among communities both big and small around the world.
UNWTO holds to their values of the 2030 agenda for sustainable tourism, by expecting that future growth places innovation and sustainability at the forefront of our thoughts as an industry. They even go as far as to say it will be our, “new normal”. With any hope, that will certainly hold to be true.
Interested in learning more about local players in the tourism industry? Check out Solimar’s online courses on Destination Management Organizations (DMOs) and the roles they play.
“We rely confidently on Solimar's deep technical experience and professionalism as tourism consultants. You always are exceeding our expectations.” Leila Calnan, Senior Manager, Tourism Services Cardno Emerging Markets
