Sustainable marketing and development of green ecotourism resources in Africa is essential to stimulate economics development. I have spearheaded some ecotourism projects in 2011 as a social development intervention to open rural economics and stimulate responsible tourism.

1. Developing and MarketingDeveloping and Marketing
Ecotourism BusinessEcotourism Business
Sustainable Tourism For Eliminating PovertySustainable Tourism For Eliminating Poverty
Project; 2011.Project; 2011.
By Raymond KusorgborBy Raymond Kusorgbor
Index Research ConsultIndex Research Consult
02427632590242763259/index3094@gmail.com/index3094@gmail.com

2. Presentation OutlinePresentation Outline
• The global tourism trendsThe global tourism trends
• What is eco tourism and its elementsWhat is eco tourism and its elements
• Essential marketing information for eco tourism businessEssential marketing information for eco tourism business
• Factors that will shape eco tourism marketing in the mid- termFactors that will shape eco tourism marketing in the mid- term
• Developing marketing strategy- Knowing your products, markets,Developing marketing strategy- Knowing your products, markets,
competitors,competitors,
• SWOT Analysis and marketing strategy developmentSWOT Analysis and marketing strategy development

3. THE GLOBAL TOURISM TRENDSTHE GLOBAL TOURISM TRENDS
The role of tourism in the world’s economy
will continue to grow in the medium to long
term projections, despite some inevitable
fluctuations in growth.
International Tourism arrival records 1.9%
growth in 2008 with over 922 million
visitors with a receipt of $ 944 billion. The
economic recession caused 4% decline in
2009 arrivals to 880 million with 6%
decline of receipt to € 611 billion.
The international growth of tourism
industry was nearly 6.7% in 2010 with
935million arrivals generating US$928
billion receipt.(WTO 2011)

4. T CON’TT CON’T
According to the UNWTO World Tourism Barometer, international
tourism receipts grew by 3.8%, while tourist arrivals increased by
4.6% (982 million) in 2011 .
During the first two months of 2012 alone, international tourist arrivals
grew by an estimated 5.7% as compared to the same period of 2011
and arrival is expected to reach one billion by the end of 2012.
(UNWTO 12 May 2012)

5. CON’TCON’T
• Africa has recorded a positive 6% growth from the previous year ofAfrica has recorded a positive 6% growth from the previous year of
2009. As the fastest-growing region, it has experienced an increase2009. As the fastest-growing region, it has experienced an increase
of over 7% in international tourist arrivals from the beginning ofof over 7% in international tourist arrivals from the beginning of
2012.2012.
• Therefore the socio-economic advancement for a non-industrializedTherefore the socio-economic advancement for a non-industrialized
economy like that of Ghana, hinges to a large extent, the growth ofeconomy like that of Ghana, hinges to a large extent, the growth of
the tourism industry which has contributed 6.7% to the GDP.(GTA.the tourism industry which has contributed 6.7% to the GDP.(GTA.
2010).2010).

6. ECO TOURISM?ECO TOURISM?
THE ECOTOURISM – Ecotourism is aEcotourism is a
travel to a relatively undamaged naturaltravel to a relatively undamaged natural
areas, aimed at providing visitors withareas, aimed at providing visitors with
opportunities to view and enjoy natureopportunities to view and enjoy nature
and all accompanying cultural attractions,and all accompanying cultural attractions,
while at the same time encouraging theirwhile at the same time encouraging their
preservation and allowing the lowestpreservation and allowing the lowest
possible impact.possible impact.

7. ELEMENTS OFELEMENTS OF
ECO TOURISMECO TOURISM
• It contributes to biodiversity conservation;It contributes to biodiversity conservation;
• It sustains the well being of local residents;It sustains the well being of local residents;
• It promotes responsible actions on the part of tourists and the tourismIt promotes responsible actions on the part of tourists and the tourism
industry;industry;
• It requires the lowest possible consumption of nonrenewableIt requires the lowest possible consumption of nonrenewable
resources;resources;
• It is delivered primarily to small groups by small-scale businesses;It is delivered primarily to small groups by small-scale businesses;
• It stresses local participation, ownership and business opportunities,It stresses local participation, ownership and business opportunities,
particularly for the rural population; andparticularly for the rural population; and
• It includes an interpretative/learning experienceIt includes an interpretative/learning experience

8. ESSENTIAL MARKETING INFORMATION FORESSENTIAL MARKETING INFORMATION FOR
ECOTOURISM BUSINESS.ECOTOURISM BUSINESS.
• The market trends and market development;The market trends and market development;
• The current market volume for ecotourism;The current market volume for ecotourism;
• The current market share of ecotourism trips in the portfolios of tourThe current market share of ecotourism trips in the portfolios of tour
operators and the share of the individual tourists;operators and the share of the individual tourists;
• The target groups for ecotourism and their travel behavior andThe target groups for ecotourism and their travel behavior and
characteristics;characteristics;
• Information, which are the main ecotourism-destinations;Information, which are the main ecotourism-destinations;
• A description of the ecotourism products and their price range;A description of the ecotourism products and their price range;
• Information about what marketing strategies are appropriate for theInformation about what marketing strategies are appropriate for the
ecotourism.ecotourism.

9. FACTORS THAT WILL SHAPE ECO TOURISMFACTORS THAT WILL SHAPE ECO TOURISM
MARKETING IN THE MID- TERMMARKETING IN THE MID- TERM
• Increased concern for safety and securityIncreased concern for safety and security
• More mature and experienced travelersMore mature and experienced travelers
• Aging populationAging population
• Increasing competitionIncreasing competition
• Stress on value for moneyStress on value for money
• Shift from service to experienceShift from service to experience
• Permanent investment needed in qualityPermanent investment needed in quality
• Incorporation of new technologiesIncorporation of new technologies
• Public- private sector partnershipPublic- private sector partnership
• Importance of sustainable developmentImportance of sustainable development

10. DEVELOPING MARKETING STRATEGY.DEVELOPING MARKETING STRATEGY.
Know Your ProductKnow Your Product
• What makes your product special?What makes your product special?
• Why should tourists come to visit?Why should tourists come to visit?
• What is the unique selling point?What is the unique selling point?
• In what ways is it eco-friendly, responsible, sustainable or pro-In what ways is it eco-friendly, responsible, sustainable or pro-
poor?poor?
• Is it easy to access for visitors?Is it easy to access for visitors?
• Is it good value for money?Is it good value for money?

11. Know Your CompetitionKnow Your Competition
• Who offers similar products in your country and region?Who offers similar products in your country and region?
• How do they compare with your product?How do they compare with your product?
• Are they good value for money?Are they good value for money?
• What is the experiential value on offer?What is the experiential value on offer?
• Are they easy to access?Are they easy to access?

12. Know Your MarketKnow Your Market
• Is the business aimed at domestic or international visitors? WTO:Is the business aimed at domestic or international visitors? WTO:
ecotourism generating markets of Europe and North America:ecotourism generating markets of Europe and North America:
Canada, France, Germany, Spain, Italy, the United Kingdom andCanada, France, Germany, Spain, Italy, the United Kingdom and
the United States of Americathe United States of America
• Is the business aimed at long-term travellers or short-term tourists?Is the business aimed at long-term travellers or short-term tourists?
• Be realistic about this based on ease of access for the visitor, theBe realistic about this based on ease of access for the visitor, the
experience for the visitor and value for money.experience for the visitor and value for money.

13. Complete a SWOT AnalysisComplete a SWOT Analysis
• Identify the Strengths/WeaknessesIdentify the Strengths/Weaknesses
• Identify the Opportunities/ThreatsIdentify the Opportunities/Threats
• Complete this before launching a marketing campaign.Complete this before launching a marketing campaign.
• Be self-critical in the SWOT analysis in order to help the futureBe self-critical in the SWOT analysis in order to help the future
success of your product.success of your product.

14. SOME STRATEGIES:SOME STRATEGIES:
Designing a WebsiteDesigning a Website
• Find an experienced web designer to ensure a good look and highFind an experienced web designer to ensure a good look and high
visibility among search engines like Google.visibility among search engines like Google.
• Ensure the text is well written.Ensure the text is well written.
• Source good photos, but make sure they load quickly.Source good photos, but make sure they load quickly.
• Promote the website via other relevant websites (Facebook, Twitter,Promote the website via other relevant websites (Facebook, Twitter,
Trip Advisor, Lonely Planet).Trip Advisor, Lonely Planet).

15. Start a Blog with the WebsiteStart a Blog with the Website
• Blogging is now an important part of the social media world andBlogging is now an important part of the social media world and
many people in travel and tourism write blogs or follow blogs.many people in travel and tourism write blogs or follow blogs.
• Having a blog increases your website’s visibility on search engines,Having a blog increases your website’s visibility on search engines,
as it ensures the website has regular fresh content.as it ensures the website has regular fresh content.
• It doesn’t have to be a daily blog, but it should be updatedIt doesn’t have to be a daily blog, but it should be updated
frequently.frequently.

16. Design Leaflets and FlyersDesign Leaflets and Flyers
• Find an experienced graphic designer to prepare attractive leafletsFind an experienced graphic designer to prepare attractive leaflets
and flyers for the business.and flyers for the business.
• Distribute them in tourism offices, travel agents, guesthouses andDistribute them in tourism offices, travel agents, guesthouses and
hotels, restaurants, bars and other relevant places.hotels, restaurants, bars and other relevant places.
• Also distribute them in major transit centres in the region andAlso distribute them in major transit centres in the region and
overseas tourist offices if relevant.overseas tourist offices if relevant.

17. Contact the GuidebooksContact the Guidebooks
• Contact Lonely Planet, Rough Guide, Footprint, Frommers, Fodors,Contact Lonely Planet, Rough Guide, Footprint, Frommers, Fodors,
Bradt, Moon and other leading guidebook companies to request aBradt, Moon and other leading guidebook companies to request a
listing.listing.
• Give detailed information on the project and invite their researchersGive detailed information on the project and invite their researchers
to come and visit.to come and visit.
• Contacting guidebooks does not guarantee a listing, but it meansContacting guidebooks does not guarantee a listing, but it means
they know about the project.they know about the project.
• If you don’t contact them, they might not findIf you don’t contact them, they might not find
• you.you.
• Contact local listings magazines and online guides like TravelfishContact local listings magazines and online guides like Travelfish..

18. Contact Tour Operators and Travel AgentsContact Tour Operators and Travel Agents
• Contact tour operators and travel agents in the country to let themContact tour operators and travel agents in the country to let them
know about the product.know about the product.
• Make sure you have all your promotional material ready so that theMake sure you have all your promotional material ready so that the
project looks professional.project looks professional.
• This material should include distances and journey times so theyThis material should include distances and journey times so they
can include it in itineraries.can include it in itineraries.
• Discuss pricing and commissions up front, as these are privateDiscuss pricing and commissions up front, as these are private
businesses and will want to make a profit out of the experience.businesses and will want to make a profit out of the experience.

19. Contact Ecotourism and ResponsibleContact Ecotourism and Responsible
Tourism websitesTourism websites
• Contact local, regional and international websites promotingContact local, regional and international websites promoting
ecotourism, responsible tourism and sustainable tourism.ecotourism, responsible tourism and sustainable tourism.
• Request a link to your website.Request a link to your website.
• Request a recommended listing if possible.Request a recommended listing if possible.
• Consider signing up as a partner so they can promote yourConsider signing up as a partner so they can promote your
business onlinebusiness online..

20. Travel Shows, Adventure Shows orTravel Shows, Adventure Shows or
Ecotourism ForumsEcotourism Forums
• Look at the annual calendar of travel-related shows and see if thereLook at the annual calendar of travel-related shows and see if there
are any that might be relevant to your product.are any that might be relevant to your product.
• This can be a very costly exercise, so be smart and focus on whatThis can be a very costly exercise, so be smart and focus on what
might bring immediate benefit.might bring immediate benefit.
• Generally, it is better to leave trade fairs to the big players due toGenerally, it is better to leave trade fairs to the big players due to
cost, but some of the specialist fairs might be practical.cost, but some of the specialist fairs might be practical.

21. Communicate New ActivitiesCommunicate New Activities
and Developmentsand Developments
• Make contacts with local newspapers and magazines, or regionalMake contacts with local newspapers and magazines, or regional
and international ones if you have the opportunity, and keep themand international ones if you have the opportunity, and keep them
informed about new developments.informed about new developments.
• Many newspapers and magazines need short pieces of news to fillMany newspapers and magazines need short pieces of news to fill
their weekly travel sections and will gladly take an interesting piecetheir weekly travel sections and will gladly take an interesting piece
like alike a nibnib (news in brief).(news in brief).
• Also contact free press release websites, as this is a good way toAlso contact free press release websites, as this is a good way to
get further exposure for your product in cyberspace. www.prlog.orgget further exposure for your product in cyberspace. www.prlog.org
or www.prfree.com are examples.or www.prfree.com are examples.

22. The Power ofThe Power of
Word of MouthWord of Mouth
• Word of mouth publicity is some of the best you can get and it’sWord of mouth publicity is some of the best you can get and it’s
free.free.
• A satisfied customer will tell friends and family about the experienceA satisfied customer will tell friends and family about the experience
and may post on the internet via Trip Advisor.and may post on the internet via Trip Advisor.
• An unhappy customer will tell more people and will certainly post onAn unhappy customer will tell more people and will certainly post on
the internet.the internet.
• Maintaining happy customers is a very important element of yourMaintaining happy customers is a very important element of your
marketing planmarketing plan..

23. Thank you!Thank you!
• BIBLIOGRAPHY:BIBLIOGRAPHY:
• World Tourism Organization statistical data, 2011World Tourism Organization statistical data, 2011
• Perspectives for Ecotourism Products Development in Bulgaria -Perspectives for Ecotourism Products Development in Bulgaria -
Analysis of Marketing Perspectives for Ecotourism ProductsAnalysis of Marketing Perspectives for Ecotourism Products
Development in Bulgaria - Analysis of Marketing Research ResultsDevelopment in Bulgaria - Analysis of Marketing Research Results
in Support of Pilot Projects in Kalofer and Samokov Regions,in Support of Pilot Projects in Kalofer and Samokov Regions,
Plamen Vulchev, BCEG Project Consultant, 2002,Plamen Vulchev, BCEG Project Consultant, 2002,
http://www.ecotourism.bulgariatravel.org/index_e.htmhttp://www.ecotourism.bulgariatravel.org/index_e.htm
• Dimitar Doganov, Tourism Marketing, 1994Dimitar Doganov, Tourism Marketing, 1994
• Ghana tourism Authority 2012Ghana tourism Authority 2012 www.touringghana.comwww.touringghana.com
• Pictures from:Pictures from: http://www.touringghana.comhttp://www.touringghana.com
• Gabor Vereczi, Environmental Governance, How to linkGabor Vereczi, Environmental Governance, How to link
Environment and Tourism Volos, Greece - 26 / 27 May 2003,Environment and Tourism Volos, Greece - 26 / 27 May 2003,
Sustainable tourism through good governanceSustainable tourism through good governance