estc 2011 presentation by megan epler wood, planeterra, destination management tools
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This presentation was presented at the Ecotourism and Sustainable Tourism Conference 2011 (ESTC 2011), held in Hilton Head Island, South Carolina, USA, from September 19th-21st. Organized by The International Ecotourism Society (TIES), the
ESTC is a unique annual conference providing practical solutions to advance sustainability goals for the tourism industry.
Learn more about the ESTC: http://www.ecotourismconference.org ESTC on Twitter: http://www.twitter.com/ESTC_Tourism
ESTC on Facebook: http://www.facebook.com/ESTC.Tourism
The International Ecotourism Society | web www.ecotourism.org email info@ecotourism.org | tel +1 202 506 5033
Destination Management
Developing Next Generation Tools
A Collaborative Initiative:Belize Tourism Board, Planeterra Foundation, Cornell Center for Sustainable
Global Enterprise
Destinations Destination
management is at the frontier of sustainable tourism
The range of destination management issues is broad◦ Emerging destinations◦ Partially developed◦ Highly developed
Tourism is the principal export earner for 83% of developing countries
Tourism is the main source of foreign exchange for 47 of the 50 Least Developed Countries
Challenges to Destinations are Growing in Developing Countries
Problem of lack of understanding of how destinations actually develop◦ Inadequate infrastructure to
service a growing destination a consistent problem Lack of water and waste
services a chronic issue Lack of education programs for
tourism service community chronic
Inability to manage growth and land-use planning as an effective tool chronic
Destinations Next Steps
Monarch Butterfly Sanctuary Entry Way, Mexico
Creating A New Paradigm in Government Decision Making
Need for Governments to fully understand the “business proposition” of destinations
Creating Knowledge Management System a direction that was explored by the BTB, Planeterra, and the Cornell Center for Sustainable Global Enterpise
Destination Business Planning Issues
Governmental policies need to be closely studied and further improved◦ Connection between
tourism taxes and marketing dollars is far too close, leading to unsustainable growth
Ambergris Caye, Belize 20 years ago had 3-4 hotels
Next steps destinations Economic Capacity
to Reinvest in Human and Environmental Capital◦ Tax System
National Municipal
Political capacity to respond to local destination stewardship goals
BelizeInvesting in Destination Management Tools
Tourism Expenditures 22% of GDP in 2010◦ One in seven jobs related or driven by tourism
WTTC Forecast
Role of Tourism in Belize Economy
Tourism to double its
importance to economy
in in 10 years
•44% of GDP•Valuation at $800 million by 2020
Decision Making on Tourism Directions
Moving Belize to mid-lower and lower price market niche
Moving Belize to mid-priced and above market niche
Old Paradigm◦ Crank up visitor numbers
◦ Attract condominium and real estate development
◦ Keep cruise traffic growing Build growing day tour
market for cruise
◦ Market Belize primarily via trade shows and print
New Paradigm◦ Double expenditure per
visitor
◦ Demonstrate value of Belize’s destinations for higher value professional tourism investors
◦ Create top attraction in Belize City
◦ Use Revamped Digital Marketing focus
Belize Tourism Board ActionPlan 2010-2012
Radical Changes to Marketing Strategy
Destination Planning
Quality Assurance
Greater Efficiencies to BTB Operations
BTB Action Plan Mandates
Need to Arrest Problematic Development Patterns
Knowledge Management System to Support Long-Term Planning Moving toward
informed national and municipal decision making
Developing Belize as High Value Investment Opportunity
San Pedro
Knowledge Management Tool
Megan Epler WoodPlaneterra Foundation
http://www.planeterra.org
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