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What West Virginia can learn from ecotourism in the Americas
by Ron Mader
Note: This presentation was originally made at the 1999
conference, "Growing the Business of Ecotourism" at West Virginia's
Thorn Run Inn, November 19, 1999.
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SUMMARY
Ecotourism
is a canyon or an abyss that separates conservationists on one
side and tourism promoters on the other. If we want to understand
ecotourism, we have to create a bridge. Ecotourism is a unique
niche within the tourism market. It has commercial value and it
illuminates the goals of where all forms of tourism can lead -
environmental and cultural sensitivity and sustainability.
Successful ecotourism operations demand inter-sectoral support.
Numerous failures have been made by individuals coming from
either traditional tourism enterprises or conservation groups.
They know how to "talk the talk" of ecotourism to themselves
and to people within their organizations but they don't know
how to get along with other people.
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ECOTOURISM?
While the details vary in their nuances, most definitions of ecotourism
boil down to a special form of tourism that meets three criteria:
1) it provides for conservation measures
2) it includes meaningful community participation and
3) it is profitable and can sustain itself
Imagine these goals as being three overlapping
circles. If a tourism project or service met all three criteria
- hitting the bull's eye in effect, you'd have unmistakable
ecotourism. But what about the projects that are just a little
off the mark? Are they genuine ecotourism projects? If they
are not, does the lack of accreditation generate a move toward
ecotourism or a dismissal of the entire process?
Even if they agree on the big picture, conservation
groups and tour agencies have decidedly different interpretations
of what constitutes ecotourism. And if they agree on the basic
criteria, they weigh the components differently.
For example, projects heralded by conservation
groups may have good conservation strategies, but tend to lack
marketing savvy and knowledge of the tourism industry. Unfortunately
all too often, the lack of such knowledge causes these projects
to fail in the marketplace. Conversely, some large tourism businesses
offer nature tours that are highly profitable but that include
little or no community partnership or conservation assistance.
Consequently, very few nature tourism projects can meet all
three criteria. This model illuminates not only what is ecotourism,
but what could be ecotourism. It allows individual or specific
projects to weigh their strengths and weaknesses. They can figure
out in which areas they need assistance. Successful ecotourism
demands inter-sectoral alliances, comprehension and respect.
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EVAULATION
These three components of ecotourism are difficult to accomplish
individually, let alone as a package. Moreover, they are difficult
to measure or quantify. Assuming you wanted to know which are
the "best ecotourism destinations," the question must follow:
How is one to judge?
Membership in groups as the Ecotourism
Society requires only the payment of a membership fee. The
Society does not certify a member's compliance, nor does it
endorse any member product or organization. Instead, the society
requires members sign a pledge stating that the member will
be a "responsible traveler or travel-related professional who
conserves natural environments and sustains the well-being of
local people."
While this ethic is admirable and the self-regulatory system
boasts the best of intentions, missing are any type of audits.
There is no system of double-checking information and no "teeth"
in which members are judged or penalized for misconduct.
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WEST VIRGINIA/LATIN AMERICA PARALLELS
Participating in the wonderful conversations at the Growing the
Business of Ecotourism conference, I think there are three main
issues that West Virginia shares with Latin America in terms of
developing ecotourism.
1) There is a perceived clash between traditional tourism
and ecotourism. For good reason. Traditionally, the tourism
industry has not empowered local communities or promoted small-scale
effort. In Latin America we see this in Mexico's Yucatan, Honduras'
Bay Islands and in Panama. But can things be different? In West
Virginia we heard from the large ski resort that wants to find
ways to improve its community relations.
2) Ecotourism offers an alternative to extractive industries.
This will become more evident in the coming decade. Ecotourism
provides a means towards economic diversification as well as
sustainable development. In the Amazon, ecotourism is heralded
as a more healthy choice compared to oil drilling or forest
clearing. Coal extraction still ravages much of West Virginia's
mountains. If this continues, West Virginia will lose the scenic
beauty that attracts the eco-minded tourists.
3) Communication needs to be improved. At a recent forum of
the Mexican
Ecotourism Network, one participant complained that we can't
have communication until there's information. Consequently,
there is a great need for forums such as "Growing the Business
of Ecotourism in West Virginia" as well as informal virtual
networks.
One example is the Mountain Forum which convened an online
conference in 1998 and published the report Community-Based
Mountain Tourism: Practices for Linking Conservation with Enterprise.
I am also pleased to take part in the creation of the West
Virginia Ecotourism Network and look forward to seeing the
discussion develop in the new millennium.
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DIFFERENCES
While parallels are insightful, it's also important to see what's
different between ecotourism development in West Virginia and
in Latin America. West Virginia has a responsive state tourism
department that solicits and promotes a myriad of forms of tourism.
State parks boast world-class visitor centers and guide service
is well-developed. There are visitor centers and tourism information
kiosks. These are all great tools that educate and motivate travelers
in understanding the ecology of the region. |
SUGGESTIONS
If you wish to promote yourselves in the ecotourism market,
begin to think in terms of the region and the bioregion -- what
types of ecosystems are shared, across counties and across state
lines?
Learn about watersheds, air quality, migratory birds and medicinal
plants. Learn about what interests you and what will interest
the ecotourist.
In commercial terms, thinking regionally works in terms of
promoting your services to national and international visitors
who pay more attention to natural divisions, rather than state
or county boundaries.
Be proud of what's local. Show off what's in your backyard.
If you don't know the names of flora and fauna - ask! Conservation
groups and government offices can provide answers and educational
materials for yourself and your clients. You can even prepare
your own pamphlets or small guidebooks so that travelers not
only arrive but stay longer than they expected. They might even
come back.
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EDUCATION
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