How to market sustainable tourism products

Entrepreneurs or donors developing sustainable tourism products often fail to see beyond product development. They assume that the existence of their sustainable product will attract customers. However, this is not always enough in highly competitive international tourist markets.

For sustainable tourism products (such as environmentally managed hotels and ecotourism destinations) to reach their market, tourists must be aware of them. Promoting sustainable tourism products will also increase demand. To assist this process, the United Nations Environment Programme held a workshop on sustainable tourism marketing in Florence, December 2004, as part of a European Union funded ‘Euromeeting’. This produced guidelines for tourism policymakers, suppliers and distributors.

The main distribution channels for tourism products are Destination Management Organisations (DMOs) or tourist boards, tour operators, guidebooks, the media, trade fairs, internet retailers and consumer organisations. These all offer potential ways to promote sustainable tourism products.

These distribution channels either focus on business-to-business marketing (suppliers pay commission to another business to sell their product) or on direct sales to customers. Some are better suited to promoting small sustainable tourism products, while others have greater potential to mainstream sustainable tourism into wider markets:

• DMOs, tourist boards and guidebooks are accessible to all businesses. They require less investment than the other channels so are also open to small companies.
• Internet search and booking engines, guidebooks and tour operators reach both large numbers of customers and specific target markets.
• In terms of costs and benefits, DMOs are less expensive for small suppliers, since they usually have government funds for promotion. Tour operators, guidebooks and the internet can also be cost-effective ways to reach international markets.

Tourism distribution channels are important for increasing the role of sustainable tourism, both by helping suppliers to reach their markets and by raising awareness and creating demand. Examples of good practice are growing fast. However, regulation, incentives, training and highlighting best practice will all help to develop this market further.

The research recommends:

• DMOs and tourist boards should give preferential treatment to suppliers meeting sustainability criteria, promoting them over other suppliers.
• Tour operators can develop and introduce sustainability standards to their supply chain, then help to implement these with training and rewards for good practice.
• Guidebooks can include sustainability criteria when describing destinations or products.
• Media and internet retailers can be used to disseminate best practice and raise consumer awareness.
• Certification schemes should focus on marketing to businesses, providing them with a guarantee of sustainability from suppliers.
• Consumer associations, such as caravan clubs, could include sustainability in their quality labelling criteria, as well as promoting good practice to members.
• Policymakers should encourage self-regulation in industry associations and support small businesses in meeting sustainability criteria by providing tax breaks and grants.

Source(s):
‘Marketing sustainable tourism products’, United Nations Environment Programme (UNEP) and the Regione Toscana, by Xavier Font and Benjamin Carey, 2005 Full document.

Funded by: United Nations Environment Programme; Regione Toscana      

id21 Research Highlight: 26 January 2006

Further Information:
Xavier Font
Leeds Tourism Group
Leeds Metropolitan University
Civic Quarter
Leeds LS1 3HE
United Kingdom

Tel: +44 (0) 113 283 2600
Fax: +44 (0) 113 2833 111
Contact the contributor: xavier@leedstourismgroup.com

Leeds Tourism Group, UK

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