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Answer :
Be a naturalist: Point out some significant natural landmark during your tour, natural habitat,
and landscapes are always the tourist attraction.
Speak about conservation: Tell them some information about how local have conserved this
place and how much it is important for them. Give some direction of what to do and what not
to do while tour like at some place taking pictures or touching of architectural statues is not
allowed.
Use interesting language or few words: Learn some basic words or language of the tourist you
are guiding, it will help them to mix with you, and they will take interest in what you say.
Intriguing opening: Always ask tourist about their interest and why they choose the place to
visit, etc.
Non-verbal communication: Your body language should be positive and use hand gestures
while explaining them, smile and make eye contact. It will give them a sense of reliability and
trust on you.
How important is tourism in your country?
What are the benefits of international tourism? Are there any drawbacks?
Do you prefer tourism package tours or do you prefer to plan your own vacations? Why?
Obviously it’s important that revenue stays in the destination, but how can you ensure it is
spread evenly around different businesses?
The potential for jobs and employment stretches beyond hotels to the whole tourism supply
chain – to excursion providers, craft-makers, conservationists, farmers and many more, all part
of the tourism product.
In Croatia, we found that local business owners appreciated being consulted and involved in
hotel development, and it led to tourism that was more beneficial to the destination – see our
Case Study.
And then there are the costs. If the money flowing in is set against resource depletion, shoring
up historical sites, fixing environmental damage and repairing infrastructure, then you are not
balancing the books. This is something we set out to assess in our 2016 report Measuring
Tourism’s Impact in Cyprus.
2. What kind of tourism do you want?
Tourists croatia
Once you understand what you want from tourism, you can look at shaping the sector to meet
your needs.
Over the last year, we’ve been undertaking research in Tenerife on Finding the Optimum
Tourist Mix, which is about understanding the ‘true’ value of different tourist markets – the
distinctive types of tourists who are looking for different holiday experiences.
Most destinations, when asked, would be able to describe the kind of holidaymaker they are
aiming for, but all too often this is based who visits at present, or a general idea of attracting
‘high value’ tourists.
Many countries set out to attract large international markets, whereas they might obtain better
value through looking at other types of tourism.
Take domestic tourism, for instance, a market that is typically four times larger than
international visitors. Domestic tourists may be visiting friends and family, going out for meals
together, travelling by car and thus able to make more purchases, yet some destinations are
tailoring their product only to internationals.
Make sure you know:
Who your current tourists are
What their impacts are, positive and negative
Who you would like to see in greater numbers, and who in fewer
Who is missing (consider whether there are types of tourist who are not currently visiting but
who would bring benefits)
One destination that has done an excellent job of answering these questions is Flanders in
Belgium (see this WTTC seminar). They’ve identified their market segments, looked at what
makes them beneficial or detrimental, and identified who they would like to target, namely the
‘cultural tourist’ and the Meetings, Conferences and Events market. This has helped them make
decisions about investment and infrastructure.
3. What are the risks?
Cape Verde turtle
Now you know more about the form your ideal tourist industry would take, and the benefits it
should bring, you can consider any risks.
What negative impacts might be caused, should you try to adapt to certain kinds of tourism
markets? If you decide to target luxury travellers, and find that they want to play golf, will there
be enough water to keep a course green? What might be the effects on your roads, your
heritage sites, your delicate natural environments?
To help destinations consider these issues, we developed a framework to identify potential
environmental and socio-economic risks in a destination and partnered with TUI to trial it in
Sardinia and Saint Lucia.
4. What is this information good for?
Pointing at board
The data will be exceptionally useful. For some countries, tourism can be the first, second or
third most important industry, and yet it is not always taken seriously because it doesn’t always
quantify the value it brings in.
When you have clear figures showing where tourism is adding and subtracting value, you can
make a watertight case for your sector and its contribution. This in turn can help with allocating
budget to infrastructure and tourism projects.
You can also prove to tour operators, hotels, developers and investors that you’re a sustainable
destination, and work more collaboratively to keep it that way.
5. What about the people skills?
Julie Cape Verde guides
One issue for tourism organisations is having personnel with the skills and abilities to undertake
the impact assessments that are needed.
If it is not possible to get people with the right skills in house, then destinations need to go to
NGOs, external organisations or universities, and find people who can help with this research.
This is why, at the Travel Foundation, we have a dedicated Sustainable Practice team, who work
with tourism organisations to build capacity, helping them measure and embed better practice.
To find out more about how we can support you to develop the best kind of tourism for your
destination, get in touch.