Tag: Tunisia

Southern Tunisia landscapes

How Can Tourism Fight Mass Emigration?

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

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

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

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

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

Why do people emigrate?

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

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

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

  1. Labour

  2. Family

  3. Inequality and uneven development

  4. Education

  5. Armed conflicts, violence, and human rights 

  6. Environment and climate change

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

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

1. Workforce Flow

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

2. Brain circulation

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

3. Remittances

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

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

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

What Effect does Emigration have on those left behind?

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

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

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

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

Mass-Emigration in Tunisia 

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

How has history shaped Tunisia’s Emigration?

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

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

Who are the Tunisians that emigrate, and why? 

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

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

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

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

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

What is the Situation like in the South of Tunisia?

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

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

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

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

How can tourism help?

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

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

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

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

Three reasons tourism can foster development and reduce out-migration

1. Create new job opportunities

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

2. Foster development 

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

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

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

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

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

South Tunisia’s Relation to Tourism

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

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

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

The Perspective of Dahar’s Residents

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

The Impacts of Sustainable Tourism

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

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

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

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

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

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

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

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

Empowering Communities: The Transformative Power of Sustainable Tourism

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

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

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

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

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

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

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

Building Communities: Tourism as a Tool for Infrastructure Development

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

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

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

Preserving Communities: How Tourism Can Protect Cultural Heritage 

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

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

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

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

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

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

Embracing the New Wave of Impactful, Sustainable Tourism

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

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

Blog by Isabella Hunt and Kat Selfe

Solimar International is known globally for our significant work in sustainable tourism initiatives. Engaging in enterprise readiness schemes, developing destination management organizations (DMO), and creating responsible tourism practices, the company is leading the way in countries that have huge economic potential for tourism post-COVID. And no one is better suited to help develop and achieve Solimar’s goals than Sylecia Johnston, our new project manager and DMO Development Solution lead.

Meet Sylecia Johnston!

Sylecia’s first family trip to Israel when she was just 13 months old initiated her life and love of travel, whether it be for education, business, or leisure. Throughout her career, she has also been heavily involved in the conservation of culture, heritage, environment and natural resources. 

Graduating from George Washington University with a degree in sustainable destination management, she has used her education to its full career benefit. “I’ve worked for a few different DMOs, various conservation non-profit organizations, and have sat on many boards and committees. Now, I’m ready to help establish Solimar’s DMO program on a global scale.”

Sylecia’s Work at Solimar

As a project manager at Solimar, she leads efforts and drives project communications in some of the countries that we work in. “I am one of the many project managers at Solimar, but because of the company’s reformatted structure, I am also leading DMO solutions for different destinations,” Johnston explained.

Johnston has actually followed Solimar since her days at university. “I am in my dream job right now,” she exclaimed. “Getting to step into this role at this time in my life is fortuitous. I am most excited about working with a team of individuals who are just as passionate about sustainable and regenerative tourism as I am.” 

This is her first time working with international development-funded projects like with USAID, but that doesn’t mean she is going to back down from a challenge. “I’m familiar with extensive government reporting, so I think it will be an easy transition to make,” she explained.

“What is great about a DMO is that there can be various levels of organization based on the needs or capacity of the destination, from the most basic forms to hugely elaborate with multiple committees and platforms,” explained Johnston. Because it is managed by stakeholders in the destination, DMO easiness is all about how open they are to make it as best as possible. DMOs can manage a simple website with essential information or a much more elaborate program – both can be equally effective,” she concluded.

Destination Dahar and Tunisia

Dahar area in Tunisia
Dahar Area in Tunisia (Wikimedia Commons)

Johnston is working on a wide array of DMO solutions for many Solimar projects, including the work to support Destination Dahar under the scope of the USAID Visit Tunisia project. Johnston is quite familiar with Tunisia. “Previous to Solimar, I was an independent consultant, and I had a client in Tunisia, so I have done a bit of research,” she elaborated. “I’ve also traveled there for vacation before, which has allowed me to keep up with the tourism industry in the country.”

Sylecia really enjoyed visiting Tunisia, despite any western world perceptions that are projected onto the Middle East North Africa (MENA) region. “There is an opportunity for bridge building and cross-cultural understanding that could take place for more western tourists to be open to traveling to Tunisia,” she added.

This perception presents an obstacle to Destination Dahar eagerly promoting the Dahar region to travelers around the world. “Dahar is a region with some of the least economic opportunities in the whole country. Many in the local communities are abandoning their villages to go to Tunis or Sfax, or migrating to Europe. The main challenge is developing a robust organization’s product offerings, experiences, tourism management, and marketing that can find the next steps to drive economic growth in the area so that people are motivated to stay.”

The hills of Dahar
The hills of Dahar (Destination Dahar)

The hills of Dahar (Destination Dahar)

Because of her experience and some insight into the future of tourism in the MENA region, Johnston believes Tunisia is very eager and open to international tourism, especially for expanded regional strength and economic benefits through travel beyond the northeastern coastline. “Development in the MENA region will lead to more stability, and investment in the industry will help establish more business, making the destination better promoted and more open to international tourists,” she commented. 

As tourist industries around the world prepare to take full advantage of a post-COVID boom, they are going to need a reliable company with a dedicated workforce to help further establish themselves on a global scale. Sylecia’s invaluable experience in the travel industry will significantly help Solimar International in achieving these goals.

Learn more about Solimar’s DMO development process here, and join us in welcoming Sylecia to the Solimar team! 

Social media changed the tourism industry with sustainable tourism in Timor-Leste

How has Social Media Changed the Tourism Industry?

The tourism industry looked very different merely 10 years ago. At that time, widespread internet usage had already wildly changed the landscape of the industry, increasing customer autonomy from the days of travel agency appointments and packages. But the explosion of social media platforms between 2006 and 2010 connected individuals around the world like never before, paving the way for another industry upheaval under social media marketing. Read on to learn the history of how social media changed the tourism industry.

The tourism industry before social media

Let’s rewind to 2004. TV, print, and radio advertisements prevailed as travelers and companies were still adapting to the nascent digital world. Airlines didn’t begin selling tickets online until 1994, and hotels followed a year later. Kayak–self-proclaimed pioneers of metasearch for travel–hit the stage in 2004, making it easier than ever for regular people to compare the growing number of internet sources on travel experiences and prices. These revolutionary tools meant that the industry would be forever changed for both tourists and destinations.

The Travel Cycle

A typical “travel cycle” had always looked something like this:

Internet and social media changed the tourism industry
The rise of the internet revolutionized trip planning. Photo by Z on Unsplash.
  1. Potential tourists become aware of a destination.
  2. They decide to go on the trip, making their payments to tourism businesses to book flights, hotels, and activities.
  3. They go on the trip and experience all the things they have heard about.
  4. They form their own opinions on the destination and share them with close friends and family (i.e. other potential tourists), causing the cycle to repeat.

As more people gained access to computers and populated the web with tourism content, a new step emerged: between hearing about a place and deciding to go there, people started doing their own online research. It thus became necessary for tourism businesses and destinations to develop a web presence to ensure they were findable and bookable.

The rise of the internet also led to a change in the tourism feedback loop. Previously, hotels and airlines solicited reviews through phone interviews and comment cards, which had low response rates. TripAdvisor revolutionized the industry in 2001 by making a public online platform for customer reviews. This feature impacted how travelers shared their trip and, subsequently, how they influenced other customers. Having customer relations on display made it even more important for tourism industry businesses to engage positively with customers.

Tourism marketing in the age of social media

Facebook was born in 2004 and had 50 million users by October 2006. By 2010, Twitter, Instagram, and YouTube were also popular, and the rise of smartphones encouraged people to share their lives in real time. Marketers quickly realized the value of these massive audiences, which have grown to billions today.

Given the social purpose of these platforms, most users share the highlights of their lives–and traveling is a major highlight. Today, travel is the most engaging industry on Instagram, and 43% of millennials say they won’t even go on a trip if they can’t post about it.

User-Generated Content (UGC)

UGC is the content that regular people (not businesses) post about a business or destination. This type of content has been revolutionary for travel marketers. In the past, destinations had to set aside a large portion of their budget to push out different types of media, hoping it would reach an eager traveler. Even when internet sources became widely available, people had to intentionally search for tourism content. That’s where social media changed the tourism industry. Now, customers organically share their best vacation photos, putting destinations, hotels, and restaurants on their Friends’ and Followers’ radars. Developments like location tags have expanded the utility of social platforms from travel inspiration to travel planning resources. Today, 85% of millennials use social media to plan their trips.

Free Marketing Channels

Destinations and businesses don’t have to wait for users to post about them–they can (should) also create their own account. This free in-house marketing allows destinations to create a unique brand persona by publicly engaging with previous and potential customers. By posting authentic content, a destination can make their brand visible to billions of people around the world–a wider reach than any other type of media advertisement. These metrics make social media bios a great place to cross-market and insert links to drive traffic to the destination’s booking website or other social platforms.

Another perk is the free analytics the platforms provide. With these, a destination’s social media manager can analyze which posts did well, with what audiences, and at what time in order to learn more about how to engage their target demographic.

social media changed the tourism industry with free marketing analytics
Social media changed the tourism industry with free marketing analytics. Photo by Lukas Blazek on Unsplash.

Advertisements 

Destinations can also pay for social media advertisements. Facebook first introduced paid advertisements in 2006. Nearly every social media platform thereafter has followed suit, designing advertisements to look as close to a normal post as possible. These advertisements encourage user interest and engagement, as they portray more authenticity than the big pop-up ads that break up content on other web-resources like blogs and search engines.

Most importantly, paid advertisements can get content in front of specific target audiences. Social platforms have access to some of the most telling details about users’ interests, buying habits, community, and demographics, and can use this information to increase traffic to a business page.

Influencer Marketing

A more recent way social media changed the tourism industry is with influencer marketing. Destinations or businesses pay “influencers,” people with a large social media following, to post content about their place, product, or service. The influencer’s audience already trusts them, so hiring influencers whose content aligns with the destination’s brand values makes the brand all the more likely to gain traction with that audience. On platforms like TikTok, relatively small influencers with around ten thousand followers see higher engagement and can help smaller marketing campaigns get started and reach niche audiences.

Dangers of misusing social media marketing

Social media changed the tourism industry, leading to overtourism in Positano
Crowded streets in Positano. Photo by Georgi Kalaydzhiev on Unsplash.

As a visually-based tool, social media changed the tourism industry, but did so in some negative ways too. It can be difficult for brands to compete in this space, so they may be tempted to edit out distractions and enhance photos to make them more clickable. Market emphasis on getting the “perfect shot” lessens brand authenticity, leading to disappointed travelers, negative reviews, a poor reputation, and, ultimately, a decrease in visitation.

On the flip side, viral trends and fad destinations can lead to over-tourism. When the number of visitors exceeds the capacity of a destination, tourism is no longer beneficial to local communities. For instance, while there are countless Italian beach towns, Positano went viral as the Italian beach town. Subsequently, Positano saw an influx of visitors who posted the place on their socials, further increasing the town’s online presence and visitation. This cycle has led Positano to be crowded with tourists whose focus is on getting a great picture, rather than on participating in local economic or cultural activities. These unsustainable results make it necessary for destinations to create parameters for successful marketing that go beyond sheer numbers.

Using social media for sustainable destination marketing

Sustainable tourism prioritizes the authenticity and longevity of economies, cultures, and environments in touristic destinations. Destinations can promote sustainable tourism with social media by prioritizing authentic over viral content. Responsible branding involves thoughtful storytelling such that local customs and cultures are part of the tourist drive. Strategic planners can also limit overtourism by choosing the right social platforms and influencers to target specific age groups and types of travelers. The consultants at Solimar International are experienced in navigating the complexities of social media for sustainable destination marketing all around the world.

Digital marketing on Atauro Island 

In 2018, Solimar began working under the USAID “Tourism for All” project to develop sustainable tourism in the island nation of Timor-Leste. Solimar worked closely with communities on Ataúro Island–the island with the most biodiverse waters in the world–to develop a Destination Management Organization called ATKOMA.

To promote the new Ataúro Island DMO website they created in October 2020, Solimar launched the “Adventures in Ataúro” social media contest, offering the winner a free trip to the island. The campaign reached more than 7,000 people across all of ATKOMA’s social platforms and directly resulted in more than 200 clicks on the new website. ATKOMA’s Facebook page also saw an increase of 75 followers, an exciting figure for a destination that previously had next to no online presence.

Solimar continues to support the marketing of Ataúro Island through the ATKOMA Facebook and Instagram pages. Between July 2022 and January 2022, increased and consistent posting in both English and the local language of Tetum led to a 96.29% increase in website users and a 75.2% increase in Facebook reach.

Social media changed the tourism industry with sustainable tourism in Timor-Leste
Digital marketing campaigns put Ataúro Island on the map. Photo by Tanushree Rao on Unsplash.

Influencer marketing for domestic tourism in Tunisia

Solimar has been supporting USAID’s Visit Tunisia project since 2021 by creating and implementing a national strategy to diversify Tunisia’s tourism sector. Throughout the summer of 2022, the project used influencer marketing to promote the National Tourism Office’s domestic tourism campaign, #Weekend_Tunisia.

Between April and June 2022, the campaign reached more than 2 million people on social media, leading the Instagram page to see a staggering 300% increase in followers. By July, the campaign had over 6 million views on social media, with featured businesses reporting an increase in bookings. At the end of the season, USAID posted two videos with Tunisian influencers that got more than 12 million views from the target audience in Tunisia.

So, yes, Social Media has changed the Tourism Industry. What does that mean?

Social media is a powerful tool for destinations to use. It must be used carefully to get the right amount and type of tourists to the right decisions. Through working as a sustainable tourism consultancy since 2001, Solimar International has seen how social media changed the tourism industry, and has a successful track record of strategically planning tourism for destinations in an ever-changing digital world. 

Interested in how we can help you with social media marketing? Contact us to learn more!

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

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