Promotion of sustainable tourism destinations

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Promotion of sustainable tourism destinations

• Presentation by
• Marie-Andrée Delisle, on behalf of
• Dr. Rachel Dodds,
• Director, Sustaining Tourism
• www.sustainabletourism.net
• Website presentation http//tinyurl.com/mt4hvg

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What is needed to promote a sustainable tourism
destination?

• Environmental awareness
• Cultural sensitivity promotion of local
  elements
• Economic viability
• All three elements are needed for sustainability

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Factors to consider
Access, Quality, Authenticity
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Internal -The Companys Microenvironment
The Market Environment
Both the internal and external market environment
will affect marketing efforts
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The Macroenvironment
(Adapted from Analysis for Market Planning,
Donald R. Lehmann and Russell S. Winer, p. 22,
1994 by Richard D. Irwin.)
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These factors affect Guatemalas image

• And what affects Guatemalas image.
• Affects your product!

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These factors affect Guatemalas image
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Access
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Quality

• Quality is not greenwashing.
• Greenwashing is promoting something as eco or
  sustainable but it isnt true

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Image
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The Consumers Expectations

• Dont market to everyone because everyone is not
  your market Be specific, be targeted
• Guatemalas consumer profile
• Expects quality
• Wants to experience the culture
• Environmentally aware

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The Consumer

• Demand for sustainable tourism is increasing
• Increased media attention to environmental issues
• Consumer education levels
• Increased disposable income choosier travelers

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Sustainable tourism demand
In April 2007, the online travel community,
TripAdvisor, surveyed 1000 travelers worldwide.
38 said that environmentally friendly tourism is
a consideration when travelling. 38 had stayed
at an environmentally-friendly hotel and 9
specifically seek out such hotels. 34 are
willing to pay more to stay in environmentally
friendly hotels Around 80 per cent of UK package
holidaymakers believe that it is important that
their holidays do not damage the environment
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Factors to consider for sustainability

• Water usage
• Energy usage
• Waste production
• Benefits to the local people
• Local economic benefit
• Long term viability

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• Water has become a human rights issue in lots of
  places e.g. a medium size hotel uses the same
  amount of water in one day as a small village of
  100 families would use in one year.

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Environmental damage

• An average golf course in a tropical country such
  as Guatemala needs 1500kg of chemical
  fertilizers, pesticides and herbicides per year
  and uses as much water as 60,000 rural
  villagers.Source Tourism Concern

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Local economic benefit

• For every 1 spent on a UK high street in one of
  the big four tour operators (Airtours, First
  Choice, Thomas Cook and Thomson), only around 15p
  reaches destination countries in the South
• Source locally!

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Cultural

• Consider the cultural gems of Guatemala
• Be authentic
• Celebrate Guatemalas unique selling points
• Its people are its culture

ColorCulturaPersonas
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Conclusion

• Remember tourism is inter-related with all other
  sectors you
• Must think in terms of triple bottom line
• Must benefit all stakeholders
• Must be pro-active
• Remember social, environmental and economic
  impacts are not equal and social and
  environmental impacts are difficult to measure

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Conclusion

• Tourism promotion and development
• Must be monitored and evaluated constantly
• Must be looked at in a holistic way
• Must be evaluated against economic margins
• Guatemala must be promoted as a unique, authentic
  destination whose products take into
  consideration ALL aspects of sustainability

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Sustainable GUATEMALA

• A sustainable tourism industry in Guatemala is a
  long term viable industry
• Thank you.
• www.sustainabletourism.net

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