WITH the rise of community-based tourism projects across Asia, the spotlight has now turned to how best to market them in order to generate demand.
Shahruddin Sogol, managing director of Daaz Travel Singapore, said: “We have students doing international visits and looking for experiences, and it would be great to know these destinations.”
Communities could use the Internet and social media to create awareness, suggested Shahruddin.
Acknowledging this, Harsh Varma, director for UNWTO Development and Services, who yesterday presented the Mekong Discovery Trail Project at the International Conference on Community Development Through Tourism, told TTG Asia e-Daily that the destination must first have a product that is unique.
UNWTO has appointed selected tour operators specialising in experiential travel to market the community-based tourism development in north-eastern Cambodia.
“Apart from that, social media plays an important role in reaching out to the international audience,” he said.
Another buyer Mohammed Zaki, owner of US-based RZ Travel, said more information also has to be given to travel agencies in order to allay fears on whether such destinations, which tend to be more remote, are safe. This includes details such as whether a clinic or hospital is within easy access.
“There is growing demand for experiential travel to developing countries to learn about their cultures and experience their daily lives. However, safety is one of the important issues (that must be addressed),” he added.
Amy McLoughlin, responsible tourism awards manager and associate specialist at Wild Asia, who helps tour operators adopt sustainable management practices, said: “When we first started in 2010, (responsible tourism) was seen as a niche (product)…however it has gradually changed.”
She added that the trade also has to learn how to better position their products. “The problem now is that tour companies are promoting community-based tourism as (rural), but some of the quality of the products are high, so it is a matter of how they market it to appeal to more people.”
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