" Private sector ecotourism from the   ground up: the experiences and challenges of an outer island eco-  resort in develo...
Private Sector Ecotourism●   Not just villages●   Not just backpacker●   Larger corporations●   Run as profit    making ve...
EcoTourism from the Start..             ●   From the start:                 solar power                 organic gardening ...
Corporate Responsibility           Matava Foundation            ●   System to process                community requests fo...
Foundation Program Areas                4 only specific program                areas            ●   Medical Support       ...
Strengths and Advantages            Growing market = High            Demand            ●   All tourists have              ...
Strengths and Advantages            Renewable Energy            ●   Solar power            ●   Low energy fittings        ...
Strengths and Advantages             Unique Selling Position                       –   International                      ...
Strengths and Advantages             ●   Travel & Passion             ●   Niche Markets – “Long                 Tail”     ...
Strengths and AdvantagesOnline Marketing Strength●   Clients tech-savvy●   Online marketing VERY    cost effective●   Earl...
Eco and Ecotourism Awards            ●   Awards =                   –   FREE                        advertising           ...
Weaknesses and Difficulties●   Location:    “Our biggest strength    AND our biggest weak-    ness”●   Waste management is...
Weaknesses and Difficulties●   Limit to Upscaling    Current Model    - Maximum of 15 bures    - power systems    - waste ...
Weaknesses and DifficultiesEcotourism Definition in Fijiand throughout region?●   Confusion about what    constitutes ecot...
Opportunities               nd          ●              2 resort...                    –   In Fiji?                    –   ...
" Private sector ecotourism from the   ground up: the experiences and challenges of an outer island eco-  resort in develo...
Upcoming SlideShare
Loading in …5
×

Private sector ecotourism from the ground up: the experiences and challenges of an outer island eco-resort in developing a world class tourism and hotel operation". A Case Study

2,043 views

Published on

Private sector ecotourism from the ground up: the experiences and challenges of an outer island eco-resort in developing a world class tourism and hotel operation". A Case Study.

Stuart Gow, Director, Matava Resort, Kadavu, Fiji www.matava.com

Ecotourism is a simple term to use, but requires more than mere labelling to put into practice. In order to develop a genuine ecotourism product, a commitment to eco-principles needs to be made at the planning stages, to ensure that the business is based on genuine efforts to
establish environmental and social sustainability in the real sense. Eco-tourism is a global industry, and all eco-tourism ventures must be able to stand up against global, not just national, standards.
On its own, commitment to following sustainable environmental and social principles does not ensure the success of a tourism endeavour. There must be adequate demand for the product
if it is to succeed and continue to grow. Marketing efforts must be made to spread awareness of environmental issues and to raise the profile of an ecotourism venture, to build a continuing customer base.
Matava Resort on Kadavu Island was developed to incorporate solar power, organic gardening and other eco-tourism principles from the start of the business. The formation of the “Matava Foundation” enables the resort to process community requests for assistance, as well as managing tourism involvement with community projects. A continuing active marketing plan taps in to the growing demand for planet friendly vacations.
Experiences and challenges met during development of Matava Eco-tourism resort included:
Difficulties:
• Waste management is difficult - recyclables and glass can only be disposed of off
island
• Vagaries of outer island infrastructure makes resort very vulnerable to flight and ferry
schedule variations
• Current power, water and waste systems limit resort scale to a maximum of 15 bures,
and cannot be increased on current systems
• Communications on outer islands are very expensive, VTSat system is the only reliable
internet and phone solution
• There is a confusion in the mainstream tourism market and national psyche about what
constitutes ecotourism – many misinterpret it to mean solely low-end backpacker /
village based tourism

ISLANDS & SMALL STATES
TOURISM CONFERENCE:
Current Issues and Future Challenges
Suva, Fiji • 12 - 14 September 2011 • Hosted by: The University of the South Pacific

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
2,043
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
26
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Private sector ecotourism from the ground up: the experiences and challenges of an outer island eco-resort in developing a world class tourism and hotel operation". A Case Study

  1. 1. " Private sector ecotourism from the ground up: the experiences and challenges of an outer island eco- resort in developing a world class tourism and hotel operation" A Case Study Stuart Gow, Director Matava - Fijis Premier Eco Adventure Resort
  2. 2. Private Sector Ecotourism● Not just villages● Not just backpacker● Larger corporations● Run as profit making ventures● Expandable & reproducible● Highly successful around the world
  3. 3. EcoTourism from the Start.. ● From the start: solar power organic gardening eco-tourism principles ● A continuing active marketing plan taps in to the growing demand for planet friendly vacations.
  4. 4. Corporate Responsibility Matava Foundation ● System to process community requests for assistance ● Manages tourism involvement with community projects ● Relationship with communities ● Limits constant requests/ “aid mentality”
  5. 5. Foundation Program Areas 4 only specific program areas ● Medical Support ● Sustainable Development ● Environment ● Education – Limits requests...
  6. 6. Strengths and Advantages Growing market = High Demand ● All tourists have awareness of carbon footprints and environ- mental/social impacts ● Not just the outer island/small resorts but ALL tourists in Fiji
  7. 7. Strengths and Advantages Renewable Energy ● Solar power ● Low energy fittings ● 12v lights throughout ● Saves MAJOR fuel bills! Local produce ● Organic Farm ● Local village education
  8. 8. Strengths and Advantages Unique Selling Position – International – Regional – South Pacific ● Early adopter ● First 2 market ● 3rd Party validation
  9. 9. Strengths and Advantages ● Travel & Passion ● Niche Markets – “Long Tail” ● Specific niche markets – Diving – Gamefishing – Yoga/wellbeing – Birding – Seakayaking – Trekking – Photography
  10. 10. Strengths and AdvantagesOnline Marketing Strength● Clients tech-savvy● Online marketing VERY cost effective● Early adopters● Multiple outlets● Embrace new technologies● “Light on feet”
  11. 11. Eco and Ecotourism Awards ● Awards = – FREE advertising – FREE PR – 3rd party endorsement
  12. 12. Weaknesses and Difficulties● Location: “Our biggest strength AND our biggest weak- ness”● Waste management is difficult - recyclables and glass shipped with costs● Infrastructure – Flights – Ferries
  13. 13. Weaknesses and Difficulties● Limit to Upscaling Current Model - Maximum of 15 bures - power systems - waste management● Communications - expensive - Satellite system - TFL business support?
  14. 14. Weaknesses and DifficultiesEcotourism Definition in Fijiand throughout region?● Confusion about what constitutes ecotourism● Misinterpreted as solely low-end backpacker / vil- lage based● Tourism Fiji and Govt lagging/lacking in know- ledge
  15. 15. Opportunities nd ● 2 resort... – In Fiji? – Regionally ? – Globally? ● Franchising? ● Consulting?
  16. 16. " Private sector ecotourism from the ground up: the experiences and challenges of an outer island eco- resort in developing a world class tourism and hotel operation" A Case Study Stuart Gow, Director Matava - Fijis Premier Eco Adventure Resort Stuart@Matava.com

×