Raising Indigenous and Community Tourism: Building economy in emerging destinations using the Market-Ready Approach

Transcription

1 Raising Indigenous and Community Tourism: Building economy in emerging destinations using the Market-Ready Approach UNWTO, Government of Jamaica and World Bank Group Global Conference on Jobs and Inclusive Growth: Partnerships for Sustainable Tourism November 27, 2017 Montego Bay, Jamaica Photo courtesy of ITAC

2 Presenter: Judy Karwacki Sustainable tourism consultant Travel agency owner Indigenous and community tourism Experiential travel and sharing travel Extensive International, Caribbean- Latin America and Jamaica experience

3 Topics Market-Ready Approach Case Studies: Guyana Mexico Jamaica Lessons Learned

4 Why Market Ready Standards? Today s traveler is more complex & demanding Provides credibility for travelers & partners Strengthens entire sector Required to work with international tour operators, travel agents, other travel distribution channels Photo courtesy of ITAC

5 ITAC Indigenous Cultural Guidelines

6 Authenticity & Market Readiness

7 Foundation for Development The number of Aboriginal owned tourism businesses in Canada has more than doubled since National Aboriginal Tourism Research Project, Economic Impact of Aboriginal Tourism in Canada, April 2015

8 Foundation for Development: 2021 Goals Revenues: Increase by $300 million in GDP Jobs: 40,233 indigenous workers Businesses: 50 new export-ready

9 Tier 1: Start-up Stage Planning & start-up mode Want to pursue tourism but not market ready No or little marketing Photo courtesy of ITAC

10 Tier 2: Market Ready Stage Marketing Membership Standards 1. In business for a minimum of 2 years. Accessible 24 hours a day, 365 days a year by phone, fax or and returns calls within 24 hours on business days. 2. Meet all health and safety standards including all applicable business licenses and liability insurance. 3. Offer a quality tourism experience and product that can be assessed or qualified through industry awards and recognition or visitor, trade, media and tourism association feedback.

11 Tier 3: Market Ready Stage Marketing Membership Standards 4. Able to show that front line and management staff have necessary training, ability and skills to deliver a quality tourism experience. 5. Have published rates at least 6 months in advance and are able to take advance reservations. 6. Accept debit and credit cards from visitors 7. Aware of the provincial/industry standards for their sector and are able to meet or exceed those expectations.

12 Tier 3: Export Ready Standards Qualify for ITAC International Marketing Is prepared to market and partner with travel trade distribution sales channels. Understands commission and net rate pricing. Agrees to trade booking and cancellation policies. Tourism experience adapted to the interests, language and expectations of the International markets targeted by business Photo courtesy of ITAC

13 Product Developme nt Market-Responsive Product Development Market Research Training & Capacity Building

14 Market-Ready Approach

15 Photo courtesy of ITAC Partnerships

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17 Guyana Sustainable Tourism Initiative

18 Market-Ready Approach USAID & Guyana Tourism Authority 4 years Birding & nature target markets Focus on remote Amerindian communities

19 Market-Ready Product Development Partnerships Indigenous tourism training & regional plan Photo courtesy of ITAC Birding guide training Community tourism Sustainable tourism practices

20 Media & PR value of $0.5 Million

21 Travel Trade Partnerships Implementation Results: New Tours 60+ tour operators new and enhanced Guyana tours

22 Travel Trade Partnerships Implementation Results: New Tours 60+ tour operators new and enhanced Guyana tours

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24 Mexico Market-Ready Model Meetings in Vancouver Presentation to Industry at ATMEX in Palenque, Mexico Presentation to suppliers at Lacadona village Developed and tested in consultation with Canadian indigenous tourism partners

25 Market Ready Mexico Partners

26 Mexico Market Ready Model

27 Development of the Business Development of the Experience Development of the Market

28 Mexico Market Ready Findings ( ) Of the 2,300 ecotourism companies that are recognized by the Tourism Secretariat of Mexico (SECTUR), 90% have products that are not connected to markets In Baja California Sur, 88% of ecotourism companies are Market Ready In the Lacandon Jungle, 87% of companies are emerging

29 Jamaica Social Investment Fund Rural Economic Development Initiative Ministry of Tourism, TPDCo & JTB 6 years, ended in 2017 Focus on community tourism

30 Market-Ready Approach

31 Indigenous Tourism Canada Involvement

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33 JSIF-REDI Interventions Infrastructure & Equipment Training & Capacity Building Branding Brochure, website & social media Marketing plan Some tradeshow marketing

34 Market-Ready Approach Lessons Learned Globally applicable model Baseline measurement & structured system for development Multi-year, coordinated program essential All elements integrated: cultural authenticity market research foundation training & capacity building experiential product development marketing

35 Thank you!