How to market sustainable tourism successfully?
Marketing sustainable tourism is a concept that has been popularized in recent years, and it’s an approach to tourism whose full impact on the environment can be measured. Sustainable tourism is defined as “tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities”. The benefits of adopting a more sustainable approach to business outweigh the costs to individual businesses and Sri Lanka as a whole.
Sustainable tourism is a business strategy for many small businesses in Sri Lanka. New hotels are emerging rapidly due to increasing demand from both domestic and international tourists. However, existing facilities need to be upgraded if they want to remain competitive in today’s market place. A sustainable outcome for Sri Lanka is an improvement in tourism related businesses’ financial performance, both large and small
Sustainable tourism is a business strategy for many small businesses in Sri Lanka.
Sri Lanka is a small country with a large number of small businesses. This can be seen from the fact that there are more than 120,000 businesses in Sri Lanka and about 70% of these are very small. The tourism industry has also grown rapidly in recent years, with more than 17 million visitors coming to Sri Lanka each year.
Sri Lanka has been receiving tourists since ancient times because it has many attractive natural resources like beaches, mountains and tropical forests which provide great opportunities for eco-tourism activities such as bird watching or camping under the stars!
Visitors to Sri Lanka expect a safe, strong and unique experience.
- Sri Lanka is a safe destination.
- Sri Lanka is a strong destination.
- Sri Lanka is a unique destination.
A sustainable tourism outcome for Sri Lanka is an improvement in tourism related businesses’ financial performance, both large and small.
The tourism industry is a major contributor to the GDP and employs over 1 million people. It is also a major source of foreign exchange, providing jobs for nationals as well as providing revenue for the government.
Sustainable tourism outcomes for Sri Lanka include an improvement in the financial performance of businesses in the tourism sector.
Travellers are increasingly concerned about the impact their holiday decisions have on the environment.
While travellers are increasingly concerned about the impact their holiday decisions have on the environment, they’re still not fully aware of how to make an eco-conscious choice.
Consumers want to know what they can do to help in order to market sustainable tourism.
- How can I reduce my carbon footprint while traveling?
- Where can I go without affecting local wildlife or habitats?
The cost to businesses of not addressing sustainable tourism are potentially high.
For a business, the cost of not addressing sustainability is potentially higher than any benefits you can derive from it.
The reason for this is that in order to be sustainable, a tourism business needs to take into account many factors and make adjustments accordingly:
- Environmental impact. Sustainable tourism businesses operate under strict environmental regulations which require them to minimize their impacts on the environment through waste management and conservation efforts. These rules may include limiting water usage during high season or reducing carbon emissions by switching off lights when they aren’t needed (or even installing solar panels).
- Social responsibility/community involvement programs. Sustainable businesses are often required by law or contract with existing communities around them (such as indigenous villages) who rely on local resources such as forests for food production or mineral deposits for building materials (e.g., wood pulp). This means that sustainable businesses must have good relationships with these communities so that they can continue operating without disturbing their way of life too much
There are many tools available to all businesses who seek to market themselves as sustainable operators.
There are many tools available to all businesses who seek to market sustainable tourism. The following sustainability and marketing initiatives can be undertaken.
- Social media campaigns
- Local food production and purchase policies
The benefits of adopting a more sustainable approach to business outweigh the costs to individual businesses and Sri Lanka as a whole
Marketing sustainable tourism is important.
The cost of not addressing sustainable tourism is potentially high, as it will impact negatively on both national and global economies. In order to address these issues, governments must promote new initiatives that encourage sustainability in tourism development while also providing opportunities for local communities, who have traditionally been marginalized by large-scale developments such as hotels or resorts.
Sustainable marketing is not a fad or trend, it’s a business strategy that can be implemented by any company.