Recently he published a study that appeared in the press and said “The business of eco-tourism grew by 10.5% last year.” According to this study by The Ostelea School of Tourism & Hospitality, he said the turnover of eco-tourism worldwide was 412 billion euros in 2015, 10.5% more than in 2014 and its market share was 25%, three more than the previous year points.
As highlighted by the report, ecological and sustainable tourism is one of the forms of tourism that has experienced greater growth in recent years. Global trends show an increased interest cross traveler by this type of tourism.
This may encourage many entrepreneurs and destinations to consider creating different ecotourism initiatives. And to hold the early years and ensure the return on investment here are some ideas that may seem obvious but in many businesses and tourism projects are the true “Achilles heel” you leave us:
1. Do not be bohemian. Ecotourism is a business and as such we need to invest human and financial resources based on achievable objectives in the short, medium and long term. Many nature lovers and profession linked to arise conservationism start their own business, and unfortunately the environmental professionals, generally speaking, do not go well prepared to undertake academic environments tourism businesses.
2. Study well your environment. Before embarking on the adventure of ecotourism it is highly recommended to study the place where the activity will develop. A comprehensive analysis of supply and demand for tourist general services will help you analyze the actual and potential possibilities for your project.
3. To be sustainable you have to be economically viable. Many times we start the cart before the horse and we want in the first year of operation of a venture or projects to develop many projects of conservation and / or environmental management, and is not economically viable. Sustainability is a long way and therefore have to be patient to consolidate a good policy and environmental management in the company.
4. Be clear about your communication strategy. In an extremely competitive environment, and sometimes unethical, be clear about the values of the company and its added value it is vital to convey to potential partners and customers.
5. Do not work alone. The alliance and network with various entities of the territory will help you know the operation. Generic business associations in general do not usually cater well to these new forms of tourism so it is also advisable integrated into specialized groups where support and promotion may be more differentiated.
6. Be creative. Try with your communication strategy put your personal point to everything you do and everything you show to others: logos, social networks, pictures, web page. There are millions of web pages that are flat not transmitting anything. Customers expect something that affects them or arouse their curiosity.
7. The certificates are not the solution. Do not obsess with getting certifications, you must first establish and consolidate the values of the company. Once the internal process is controlled, it is easier to implement any certification. There is a wide variety and choice but be very cautious when selecting wondering who is going to assess that seal?
8. The search for marketing channels. For customers, you have to investigate and get to connect with the marketing channels that allow the business meet its sales targets and to ensure its economic viability. And once achieved the most important thing is to strengthen those marketing channels and retain those customers.
9. Be alert to opportunities. You must be observant of your surroundings. The sector of ecotourism and other forms of responsible and sustainable tourism are changing rapidly so one has to work in connection with the trends and demands that are generated at different territorial levels.
10. Create the future. You must have a clear vision of what you want to achieve. Thus the viability plan will be adjusted to this vision and in parallel will not affect negative external agents.
During offered from the Higher Institute of the Environment, Ecotourism: Design and Product Marketing, is taught entirely in mode ON LINE through the Campus ISM, it lasts 80 hours and a total price of 260 euros.
In its next edition, we devote particular attention to product marketing a teaching unit, with the aim of giving practices to attract future customers and close the sales cycle patterns. It also affects the communication and marketing techniques to be implemented within the company to convey the core values of the company and its products.
In doing so, we contribute to formalize and consolidate the concept of ecotourism in Spain as well as open new prospects and business lines, always under the premise of creating product and work collaboratively to enhance the brand image of a destination.