The third edition includes
the same great information on how to identify business opportunities,
create a marketing plan, develop proper safety and customer service
practices, attract investors and work with the travel trade. I
was disappointed to find that there has been little new research
into ecotourism markets in the last five years to add to the book,
but people will still be able to develop viable products with
the market information available.
In my discussions with tourism operators and destination marketing
organizations (DMOs), it appears ecotourism businesses can take
advantage of the increasing consumer interest in sustainable travel
IF they can convey to travelers the benefits of choosing an ecotourism
vacation. If you want to grow your ecotourism business, start
by showcasing the experiences you offer. Or add some new experiences
each year. If you can provide people with the chance to do an
interpretative snorkel with salmon or walk in the forest with
a traditional healer, make sure that information is easy to find
on your website or on your brochures. Show pictures of your guest
rooms and include some testimonials (audio, if possible) from
satisfied customers. A lot of people are still a bit leery of
ecotourism and you need to show them they can be comfortable and
have fun, and still be green.
Any suggestions for those looking for employment in this
field?
In response to the numerous questions I get from people when I
speak at conferences on how to get started in the tourism field,
I added a new section on how to find a job or create a career
in nature based tourism. I've shared the secrets that have
helped me and that I've observed other industry leaders
using in their lives. I am hoping that this section will help
people clarify their goals and aspirations and make their dreams
come true by allowing them to make money in the world of ecotourism.
If you are looking for work in ecotourism, I think it is critical
that you learn to do informational interviews and start gathering
information on what opportunities exist in your region and area
of interest. You might be a whiz at finding information on the
Internet or in books, but that cannot compensate for actually
talking to people in the field. It's intimidating to call
up a stranger and ask for a few minutes of their time, but when
you realize the information you gain from these calls may save
you from spending years of your time and/or thousands of dollars
on work that you don't like or isn't viable, you can
develop a lot of courage in a hurry! I give you easy-to-follow
steps in The
Business of Ecotourism that will lead you to the work you
have been dreaming about.
During my recent trip to New Zealand I had a terrific
series of conversations with Tom Walter, a photojournalist whose
West
Coast exhibition offered a visual sense of place for participants
and connected environmental education, ecotourism, sustainability
and photojournalism. In terms of nature photography, I've had
a blast developing collaborative galleries documenting city
parks around the world and trees
here in the state of Oaxaca. This is just the start of many
productive Web 2.0 alliances!
My questions for you, Carol -- how do you see the development
of nature photography? Are you seeing good examples from ecotourism
business owners and regional tourism organizations? What are you
recommendations and what would you like to see?
Like you, I've always enjoyed taking pictures while I travel,
but I'm just realizing how important photography can be
as a source of revenue for ecotourism organizations. I've
talked to several tourism operators who are seeing real benefits
from marketing to photographers.
Doug Adams of Northland
Paradise Lodge in Ontario, Canada is a great example. Paradise
Lodge used to focus on hunting and fishing, but Doug realized
his bottom line would look a lot better if he focused on photography.
Now he has carved out a niche showing people several rare species
of orchids. His customers like ‘value-added' services
and will return several times if the chance to photograph something
new is well marketed. A quick check of the Northern
Ontario Tourist Outfitters Association website at shows over
60 outfitters who are offering photography experiences, further
proof this market offers a chance to snag business from nature-loving
tourists.
Miles Philips of
Texas Cooperative Extension recognized this potential early
on and developed a Digital Photo Safari Scavenger Hunt Program
to add income to tourism businesses. Miles has surveyed members
of the North American
Nature Photography Association on their willingness to pay
for photo tours on private land.
I'd heard several tourism experts lament the difficulty
in capturing revenue from non-consumptive nature tourists especially
the FIT (fully independent traveler). I think nature photography
tours and events is a one way to tap into the income potential
of these green travelers. I'd be interested in hearing other
people's experience in this area.
Later this month Planeta.com announces the winner of the
Ecotourism
Spotlight Award created as a way of showcasing government
websites that promoted responsible travel and ecotourism. Do you
see government portals that not only provide theory but actually
do a good job of showing people where to go, who to visit and
how to travel in country? Do you have any recommendations
of what you would like to see on government portals?
It's been my experience that most government websites have
very little information on responsible travel choices. Until recently
it was hard to find even basic information on nature based tourism
such as low impact activities like bird watching, but fortunately
that is changing quickly.
Governments however are slow in helping travelers make responsible
travel choices. Some environmentalists are arguing that travel
itself is an irresponsible choice and that people should stay
home. I think with that type of debate becoming more common, it
behooves governments to become much more active in greening travel.
I was heartened recently to see that in my home province, Travel
Alberta is looking at ways they can adopt green travel practices,
but there have been no significant developments. I think many
destinations are at the same point. Sad but there are a few bright
lights.
I like the example set by Greenbox
in Northern Ireland. This region is branding itself as an ecotourism
destination and the whole website seems to revolve around several
sustainable principles, including involving community members
and promoting non-motorized transport. I would like to see more
governments adopt a similar model for their marketing and business
development.
|
