Scott Wilson master

1
Yunnan Environmental Development Programme
Pro-Poor and Sustainable Tourism Training
Workshop

Mr Andy McNab
Session 2
Ms Cynthia Fung
2
Tourism Development and Marketing

• Planning for Ecotourism and Pro-Poor Tourism
• Understand the Components of the Product
• Understand the Market
• Product Development
• Policy Framework
• Ecotourism Marketing and Promotion

3
Understand the Product

• Key components of a Ecotourism/ Pro-Poor Tourism
  Product
• Address quality, authenticity and security
• Give top priority to the interpretation of nature
  and culture
• Design and manage service facilities to maximise
  sustainability
• Address destination as well as individual product
  issues
• Relate ecotourism to sustainable activity tourism
• What constitute a Ecotourism/ Pro-Poor Tourism
  Product?

4
Understand the Ecotourism Market

• Carry out Market Research
• Visitor and Provider Surveys
• Take a Broad View of the Product, Recognising
  Different Segments
• Different segments have different expectations
  and requirements
• Study Visitor Profile and Local Market Conditions

5
Product Development

• Based on the Supply and Demand Model
• Destination Planning
• Involving the Community in Product Development

6
Policy Framework

• Necessary Enabling Framework
• Environmental guidelines
• Planning guidelines (master plans, land use
  control and zoning)
• Monitoring of impacts
• Education and Training increase environmental
  awareness, training needs if ecotourism is to be
  delivered to international standards
• Marketing and Promotion
• Encourage Community Participation

7
Ecotourism Marketing and Promotion

• Marketing Tools
• Image and Branding
• Specific Marketing Strategies
• Promoting Ecotourism Concepts and Products
• Promote Ecotourism as a concept
• Use a Range of Techniques and Partners
• Provide Comprehensive Information at all stages
• Technical Support for communities and enterprises
• Provide local training
• Encourage networking
• Provide financial assistance