HOW TO COMMUNICATE ECOTOURISM

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Teresa Lisowska
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1 HOW TO COMMUNICATE ECOTOURISM CHRIS MILNES, HELLENIC ECOTOURISM SOCIETY Europejski Fundusz Rolny na rzecz Rozwoju Obszarów Wiejskich: Europa inwestująca w obszary wiejskie. Projekt opracowany przez Społeczny Instytut Ekologiczny Projekt współfinansowany ze środków Unii Europejskiej w ramach Pomocy Technicznej Programu Rozwoju Obszarów Wiejskich na lata Instytucja Zarządzająca Programem Rozwoju Obszarów Wiejskich na lata Minister Rolnictwa i Rozwoju Wsi

Projekt opracowany przez Społeczny Instytut Ekologiczny Projekt współfinansowany ze środków Unii Europejskiej w ramach

2 Source:

3 Source:

7 HELLENIC ECOTOURISM SOCIETY

8 HOW WILL THEY FIND YOU IF YOU DON T COMMUNICATE?

9 GETTING STARTED: KNOW YOUR PRODUCT Understand & define Responsible travel to natural areas that conserves the environment, sustains the well-being of the local people, and involves interpretation and education (TIES, 2015) List your assets Commitment to ecotourism Benefits

well-being of the local people, and involves interpretation and

11 CERTIFICATION: BUILDING TRUST Economic crisis & greenwashing Recognised labels gain trust Environmental Service specific Sustainable tourism

12 ECOTOURISM: A GLOBAL BRAND WITH NATIONAL LOGOS

13 MOVING FORWARD: KNOW YOUR AUDIENCE Focus on your visitor Track interest Adapt your message Speak their language Highlight experiences Ecotourism principles

14 EFFECTIVE COMMUNICATION Online marketing Attractive, easy, mobile ready Images, videos, music, poetry? Use the right words Blog, stories, reviews Content Management System Search Engine Optimisation Google analytics

Use the right words Blog, stories, reviews Content

15 EFFECTIVE COMMUNICATION Social media Facebook, Twitter, Pinterest, Flickr, Tumblr, Linkedin Monitor progress: Tweetdeck, Klout.com Next generation? ello, edgee Tripadvisor Travel media Printed media Guidebooks Guide maps, Free info guides Trade fairs National Local Internet retailers Awards

16 CHALLENGES: A GREEK PERSPECTIVE Increase in popularity Lack of commitment Poor understanding Mainly foreign market Crisis brings change? Cost effective marketing Whole community

17 HELP FROM OTHERS Guests: ambassadors Word of mouth Reviews Local partners Media Awards

18 REMEMBER Adapt and evolve Stay flexible Commitment to ecotourism Work together Think outside the box Source:

19 CHECKLIST: Do you know which market to communicate to? Do you know your competition? Do you know which eco words sell? Do you practise responsible marketing? Are trade or consumer fairs for you? Search Engine Optimisation (SEO)? Do you blog? Are you a member of any ecotourism forums? Paper: use of FSC paper/eco inks Do you know ecotourism journalists? Do you have good photography and copy on your website? Do you have an ecotourism policy? Have you embraced social media? Do you have a travel app or feature on one?

Are you a member of any ecotourism forums? Paper: use of FSC paper/eco inks Do you know ecotourism journalists?

20 Questions: How can we communicate ecotourism better between European countries? How can we communicate ecotourism effectively to the guests staying in our hotels/going on our tours etc? How can we effectively communicate the benefits of ecotourism to public authorities?

How can we communicate ecotourism effectively to the guests staying

21 FURTHER READING Maximising Ecotourism Benefits: Communicating Ecotourism %20%20content/uploads/2014/10/ecotourism-toolkits.pdf Futerra:

22 THANKS FOR LISTENING Europejski Fundusz Rolny na rzecz Rozwoju Obszarów Wiejskich: Europa inwestująca w obszary wiejskie. Projekt opracowany przez Społeczny Instytut Ekologiczny Projekt współfinansowany ze środków Unii Europejskiej w ramach Pomocy Technicznej Programu Rozwoju Obszarów Wiejskich na lata Instytucja Zarządzająca Programem Rozwoju Obszarów Wiejskich na lata Minister Rolnictwa i Rozwoju Wsi

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