Ecotourism: potentials and pitfalls

Ecotourism: potentials and pitfalls

By Palitha Gurusinghe
President, Sri Lanka Ecotourism Foundation [SLEF]

(Reproduced from the Daily News of November 2, 2001)

“Ecotourism” seems to be the popular topic of the day. Sri Lanka being a traditional destination for ‘nature tours’ possesses all the ingredients genuine ecotourists seek. What does ecotourism really mean? What is genuine ecotourism? Here are some definitions accepted worldwide.

“Ecotourism is tourism and recreation that is both nature-based and sustainable, and sustainability incorporates environmental, experimental, socio-cultural and economic dimensions.” “The concept of Ecological tourism or popularly known as Ecotourism is a new dimension of the global tourism industry in which selected sites and locations and sometimes entire geographical zones are preserved for people to visit and appreciate in their pristine natural beauty.”

“…. Ecotourism is nature-based tourism that involves interpretation and education of the natural environment and is managed, to be ecologically sustainable. Nature based tourism is any tourism that occurs in a natural area and natural environment.

The definition also recognises that ‘ecologically sustainable’ means an appropriate return to the local community and long term conservation of the resources…”

Ecotourism consists of a broad range of recreational activities occurring within contact of a natural environment.

“…ecotourism is a term that still needs to be defined. The underlying idea is that ecotourists should contribute more to the environment than they take out of it. Likewise, ecotourists should through their travel, be more motivated in favour of conservation. It is an education and awareness creation process.

An eco-label just cannot be attached to just any kind of nature based tourism…”

Ecotourism focuses on learning and education and recreational activities occurring within contact of natural environment. An emerging consensus is that sustainable tourism has identifiable niche markets each with a unique set of characteristics. The Ecotourism market could broadly be divided into 4 (four) niche markets.

Wilderness use,

Adventure travel,

Nature based travel,

Ecolodge and camping.

Although the above segments can be identified there is often overlapping as well as combination of segments in the itinerary of ecotourists.

According to the data presented by the International Ecotourism Society (TIES) the socio-demographic factors also contribute to the ecotourism market. Ecotourists are of all ages, but the majority belong to the age group of 35-54 years. Out of these, 89% are college graduates or graduate students. About 70% ecotourists prefer trips lasting 8-14 days. Experienced ecotourists were willing to spend more than what the general tourist spends. 90% of ecotourists were willing to spend US$ 1000-1500 per trip (ground costs only), in Sri Lanka Rupees 90,000 to 135,000.

It will be very important that ecotourism benefits the local population. As tourism expands and reaches remote corners of the earth, the influx of foreign values, money and goods alters the cultural landscape, sometimes permanently.

Often the result is that local people are forced away from their traditional lands, lifestyles and heritage.

Sri Lanka seems to be fast embracing ecotourism as an alternative to conventional mass tourism, which is on the steady decline. Mainly due to unhealthy competition among the inbound tour operators themselves.

At present, many inbound tour operators, travel agents and big-time hoteliers are connected to ‘mass tour operators’ in Sri Lanka offering ‘ecotour packages’ to attract unsuspecting up-market ‘ecotourists’. In fact what they are offering is traditional nature-based tours and that has nothing to do with ‘genuine ecotourism’.

That kind of tactic may be short-lived or perhaps would damage the future base of ecotourism in Sri Lanka. In other words, many ecotourism ventures in Sri Lanka are simply a Trojan horse - marketing tourism as environmentally friendly, but in fact destroying the very ecosystems they claim to protect.

They attach the “ecotourism” label to poorly planned programs provides local populations with little besides social tension and environmental degradation, while leaving the tourist dissatisfied and cheated.

The rise of ecotourism indicates that an increasing number of tourists now prefer to visit attractive natural environments instead of going on traditional city or beach-based holidays. Without careful planning, guidance and management, ecotourism will not stop tourism's current environmental and socio-economic impacts and it will create new ones, such as environmental destruction, pollution and increase the gap between the rich and poor.

Ecotourism is currently the world’s largest industry. According to the latest statistics released by the World Tourism Organization (WTO), at the turn of the 21st Century, the total international tourist arrivals are estimated at 630 million and income generated from the industry reached an all time high at US$ 515 billion.

The arrival rate of international tourism is projected to increase 4.3% with income from international tourism increasing at 6.7% annually. Furthermore, WTO estimates that almost 50% of international tourist arrivals are nature loving tourists or much inclined to ecotourism.

Based on the above global scenario the Sri Lanka picture is as follows.

In the year 2000 the international tourist arrivals to Sri Lanka amounted to 436,000 approximately. If we set apart 50% for nature tourism and unplanned ecotourism we could safely assume that approximately 218,000 tourists who are interested in nature based tourism would arrive in Sri Lanka. This is an annual growth rate of 2-4%, considering the comparative large investment manpower and infrastructure in sun, sea and sand based tourism, the potential of the ecotourism market is very large and still remains a largely unexposed niche market.

As Sri Lanka has a rich bio-diversity said to be greater per sq. km. of surface area than any other country in the Asian Region, we are in a position to offer a wide array of attractions to ecotourists. However, more potent competition is likely to come from regional countries such as India, Malaysia, Thailand, Indonesia and the Maldives where ecotourism is already better developed when compared to Sri Lanka. But here again Sri Lanka possesses many plus points when compared to regional competitors. For example, the Maldives has nothing to offer to the nature hungry ecotourists except for beaches, coral reefs and marine biodiversity.

The other countries in the region, which attract ecotourists from the Western World, also offer diverse attractions much similar to that of Sri Lanka. But, Sri Lanka has an edge over the other countries due to her unique geographical location. Sri Lanka is a tiny island of 65,610 sq. km. Gifted with a genial climate, altitudinal variations within a short distance and a variety of nature and cultural attractions.

As far as marketing trends in ecotourism in Sri Lanka is concerned the main customer-base would be from the affluent Western countries, Sri Lanka, “Ceylon” as it was popularly known till recently, is very much in the tourist map of the EU countries. (Sri Lanka was a colony of the Portuguese, Dutch and British for 443 years).

Also another ecotourism generating market, the USA, maintains very cordial relations with Sri Lanka for over 50 years. Ecotourists, from these countries would prefer Sri Lanka as an attractive destination as when they compare the ecosystems with other countries in the South and South East Asian region, Sri Lanka has many tropical rain forests, mountain virgin forests, as well as lowland forests and wetlands.

There are marine ecosystems with mangroves, sand dunes, apart from a coastline of 1,600 km with fascinating coral reefs. Sri Lanka’s competitive advantage is that all these attractions could be enjoyed in just a few days at a lower cost than with regional competing countries. However, when marketing ecotourism we have to be very cautious.

It is a well-accepted fact that mass tour operators cannot cater to the needs of ecotourists as they require specialized services. At this point, I would like to quote Ms. Megan Epler Wood, President, The International Ecotourism Society (TIES), who visited Sri Lanka recently.

“…Sri Lanka's marketing strategies should be revamped since mass tour operators cannot cater to the needs of ecotourism as they require specialized services. Its a niche market that could be developed successfully."

But the marketing strategies of ecotourism vastly differ from sun, sea and sand destination promotional lines. She also cautioned against the use of mass tour specialists in ecotourism development citing it as a product and image calling for a different approach. She says “the challenge for Sri Lanka will be to develop a Sri Lankan based tour operation with single owners catering to small crowds rather than mass scale tour operations. They are best suited for quality of the product at local level. Ecotourism is highly profitable and prevents economic leakages and promote incentives and benefits for the local people, she pointed out.

If the tourism authorities are generally interested in developing this segment, a National Policy Plan on Ecotourism setting forth guidelines to prospective operators in Sri Lanka is the first step. A suitable organisation should then be formed by the government tourism authorities with input from all ecotourism development parties. A similar organisation has been established in Indonesia by the Indonesian Ecotourism Network.

To serve genuine ecotourists, the Information Centre of the Ceylon Tourist Board should also be updated with our providing a mere tour brochures, guide maps distribution service. Special centres specially geared for promotion of ecotourism activities should be set up to generate and provide more information.

The National Policy Plan should also follow the basic principles of ecotourism, which have hitherto not been considered seriously. They include the focus on natural areas, incorporating interpretation, ensuring ecological sustainability, contribution to conservation efforts, provision of returns to local communities and being culturally sensitive.

In the absence of a ‘National Policy Plan for Ecotourism in Sri Lanka, an action plan is being prepared by the Sri Lankan Ecotourism Foundation (SLEF) mainly to focus on three basic principles, namely, Community based Ecotourism Enterprises (CBE), Ecotourism Education for Planners, Managers and Interpreters and Environmental Conservation Program on National Basis.

Community Based Ecotourism Enterprises (CBE)

This includes the identification of new scenic sites located in the interior of the island, which could be developed as model CBEs. These sites encompass different geographic regions located in the Central hills, Southern plains, Uva province, North Central Province and Kandy covering the Cultural Triangle of Sri Lanka. These sites are located in close proximity to the nature parks, sanctuaries, rainforests and cultural sites. The potential of ecotourism is enormous. The infrastructure available in these areas is also satisfactory. Several sites, which could be used to construct ideal 'ecolodges' with the assistance of the local community, have already been identified for this purpose.

The Uva Province could also be used for the introduction of Aboriginal Ecotourism or Indigenous Ecotourism through CBE enterprise.

This is new to the country but nevertheless it is worthwhile examining certain facts.

The World Tourism Organisation (WTO) 1997, Study Tourism: 2020 Vision, concluded that cultural tourism will be one of the hottest travel trends for the 21st century. Indigenous Tourism is one of the forms of cultural tourism of most interest for international travel markets.

Global tends driving the growth of the cultural tourism market and increasing cultural homogeneity both of which are causing travellers to become increasingly interested in participating in learning based cultural experiences.

Indigenous people are also now coming to appreciate the value of cultural tourism, which provide opportunities for economic development. With its focus on traditional knowledge, cultural tourism can also help with cultural preservation and regeneration.

It is also plays a important role in developing cross-cultural understanding by helping non indigenous people to understand and to appreciate indigenous cultures and values.

Given their traditional close connection to nature, ecotourism is a natural ecotourism development choice for indigenous people throughout the world. Case studies of Sami of Sweden, the Malayankapa and Paakanti people of Australia, and the Ecuador Amazon and Namibia based community based Ecotourism enterprises.

‘Adivasis’ or indigenous people of Sri Lanka are mostly concentrated to the Uva and Southeast regions. A SLEF study aimed at introducing an Indigenous Ecotourism Program however, brought to light some dismal facts.

We found that most indigenous people in Sri Lanka were not satisfied with the existing socio-economic facilities available to them. Particularly, the inaction and lethargic attitudes of the authorities concerned in assuring the legitimate rights of these people.

According to the Aboriginal Chief in Sri Lanka, Uruwarige wanniya, his community has been agitating for years to own their rights and access to seven of their ancestral villages-Kudawila, Indirana, Wehera Pokuna, Idiatta, Bulugahatenna, Kudaleba and Dambana, but without any success. They warn that without timely action, their community will be engulfed by the waves of modern urbanisation.

As a result of these frustrations, these communities tend to resent the arrival of local and foreign visitors to their domain.

Therefore, it is high time now to look into their grievances enabling Ecotourism Operators in Sri Lanka to open up a new chapter in the history of tourism in the island. The SLEF is trying its best to set up a CBE based on ecotourism principles.

We are of the opinion that establishing such community based ecotourism enterprises the following objectives could be achieved.

Generate financial support for protection and management of natural areas Generate economic benefits for residents living near ecotourism sites Generate support for conservation among the local community, in part due to the economic benefits.

The SLEF would like to train the local people in the proposed sites on following activities. Management of ecolodges, train local women as ‘food providers’, train local youth as interpreters, management of handicraft centres and management of overall income generated by the Ecotourism Enterprise.

Once the project is completed and opened for ‘Ecotourism’, the SLEF would like to monitor the activities of enterprise constantly, with the hope that it will not create another ‘Trojan horse’!