In Collaboration with he
Click here for info on the
Globally Approved Travel Experiences (GATE-way) Program
In Collaboration with he
Click here for info on the
Globally Approved Travel Experiences (GATE-way) Program
Ecotourism International will be
a not-for-profit ecotourism-certifying agency established in
a) to
provide ecotourism recognition benefits to tour operators in BC and
b) to
market ecotourism to tourists in BC and
c) to
promote
Matching the objectives, the
business scope of Ecotourism International includes two-tier aspects are
tightly integrated into one structure:
a) to provide membership, certification, periodic
auditing, and co-marketing to over 1,000 BC ecotourism operators. This will be
the initial function/tier and the primary focus in the first two-three years of
operation. Expansion West->East for
the other provinces will occur in year 3-6.
b)
to execute marketing activities and to sell:
v ecotourism
publications to tourists and operators – in the first stage of operations
(expected to last up to two years).
v ecotourism-branded
products to tourists – will start occurring in the second stage of operations
(after year 3).
The
mission statement of the
organization is:
“To
develop, market and implement an industry/member driven Canadian ecotourism
organization focused on providing globally recognized ecotourism accreditation
for Canadian eco-tour operators and eco-lodge owners, giving tourists means by
which they can make informed and ethical choices that will protect the natural
and cultural environment of
Ecotourism is defined as “ecologically
sustainable tourism with a primary focus on experiencing natural areas that
fosters environmental and cultural understanding, appreciation and
conservation.”[1]
Ecotourism International
performs activities built on six principles or pillars, which will function
primarily as incentives to local ecotour operators to join in, as means of
recognition into the eyes of tourists, and as tools to advocate ecotourism to
the communities and public.
1. Visitor empowerment. Visitors to the
province will have the chance to make informed choices for their places of
destination based on a five-leaf rating of ecotouristic operations
2. Public Relations. Ecotourism International aims at educating
the public about ecotourism and creating relevant partnerships and alliances
for BC ecotourism (i.e. other ecotourism certifying agencies, such as Green
Globe 21, NEAP and Ecotourism Costa-Rica). As educated choices on behalf of
residents and tourists, and alliances are critical elements for success,
Ecotourism International will concentrate on consolidating, educating and
raising awareness
3. Marketing to and for ecotour operators. Ecotourism International intends to educate
the public and provide promotional means to ecotour operators who choose to
become members.
4. Industry Protection. By creating a membership association for
various categories of ecotourism operators, this venture plans to build a voice
for the group. This will protect it
before the government and help raise issues about applicable laws and
regulations.
5. Research-Support.
In the proximity of several universities (University of Victoria, UBC,
Simon Fraser), some of which have shown an active interest in sustainability
research, Ecotourism International will try to participate in meetings,
conferences and academic discussions, on behalf of the industry, exchange
information and then deliver significant pieces to local operators.
6. Community Economic Development and Sustainability. As many of the rural
communities that have been resource dependant (ie. fishing, forestry, mining)
are looking for creative ways to revitalize their communities there will be a
growing trend to use ecotourism as the key economic driver. By providing globally recognized standards,
and a rating system Ecotourism International will be positioned well to collaborate with the
Federal, Provincial, and Municipal governments’ Economic Development
plans. Ecotourism International will be
the buffer zone between protecting our environment and exploiting the business
opportunity of ecotourism – ensuring sustainability.
The primary target markets of
the organization will be:
a)
Ecotour operators in most or all ecotourism sectors
present in
b)
Tourists in
In the initial stage Ecotourism
International will start operations in an office in downtown
The timeline of operations is
currently divided into three stages:
a)
First stage – operations in BC only. Expected to
last up to three years.
b)
Second stage – operations in other Canadian
provinces. Staring in year 3 and continuing all throughout year 6.
c)
Third stage – international operations. Expected
after year 6.
The certification and auditing
that Ecotourism International will provide is based on a set of ecotourism
standards that is currently in the process of development. Factors that are
being taken into consideration when drafting the standards are environmental
and ecotourism regulations imposed by the United Nations at the Rio de Janeiro
Earth Summit in 1992, geographical conditions of BC and other environmental
regulations supported by local green groups. The team that is involved in the
drafting process includes local and national geographers, environmentalists and
sustainability specialists.
The strengths of Ecotourism
International relay on being the first agency of the kind in BC, entering an
industry with strong local and international potential for growth, and being
managed by a team of individuals with business experience, connections in the
local community and enthusiasm for supporting and promoting a sustainable form
of tourism. The organization will
attract member operators by providing reliable and sustainable standards that
will be recognized by the provincial and federal governments, and aims at
becoming the number one source of information for national and international
tourists traveling to BC in search of the perfect ecotouristic activity. By
differentiating and identifying true ecotourism operators, and promoting a
consistent and sustainable set of standards, Ecotourism International hopes to
become a model organization that will bring high standards of operations, help
protect the natural and cultural heritage of the province and open new
exploration avenues for tourists.
In order to achieve these goals,
Ecotourism International will employ a variety of marketing tools that will
help raise awareness of its brand and purpose. In the initial stage, marketing
will be carried out through co-marketing with other organizations involved in
the process, marketing through self-owned channels and other traditional
tourism marketing channels. In addition to the set of standards that will be
made available to operators directly or online, Ecotourism International will
also design and distribute the “Ecotourism International Magazine” listing all
member operators and examples of success stories, and provide ecotourism
magazines and books through an information booth set in
Financial revenues will be
initially provided by certification, auditing and membership fees, ecotourism
publications produced and/or distributed by Ecotourism International and grants
that will be derived from either the government and/or private foundations. The
initial starting capital is estimated to be CAD $350,000 in the best and most
probable scenarios.
Starting in the second stage of
operations, Ecotourism International will also investigate the feasibility of
other business models and revenue sources, such as travel agency and
intermediary between operators and ecological materials producers.
Ecotourism International is
beginning its Canada-Wide Marketing Campaign now! We are looking for partners who will support
this venture. We welcome an opportunity
to share our full presentation, business plan, and marketing plan with you.
Benefits for
our Community Partners and Sponsors include:
v
Joint
Promotion throughout BC,
v
Logo on
Info Booth downtown
v
Logo on
brochures, newsletters, guide books
v
Logo on
all conference material (4-6 regional conferences are planned in year 1)
v
Logo and
link on Website
Contact
David Margison
david@mygoodhelper.com
[1] Green Globe 21 International Ecotourism Standard,
Version 1.1 International Ecotourism Conference,
[2] Tourism
[3] Tourism
[4] Canadian Heritage – Tourism Segments
http://www.pch.gc.ca/progs/arts/pubs/research-culture/b2_e.cfm