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BE IN THE KNOW AND FIRST TO KNOW IN ECOTOURISM
Spirit of Japan TravelPresident
Masaru Takayama
Know your Market Profile
• What age/sex are you targeting?• Which countries/regions? • Family, groups, individuals?• Upper market/backpackers?
www.eco-tourism.jp
@JapanEcotour
Ecotourism Market Profile
• Age:35-54 (male & female) • Composition:60% couple, 15% family,
13% single• Duration:50% prefer 8-14days• Expenditure:25% say USD1-1.5K• Elements: 1wilderness setting, 2
wilderness viewing, 3 hiking/trekking
(TIES 2000, Ecotourism Statistical Fact Sheet)
@JapanEcotour
US Ecotourists ProfileIn-flight survey to Mexico
@JapanEcotour
• Age:35-54 (42%, 49% for the world)– 18-34(34%), over 55(24%)
• Duration:12days (9average)• Expenditure:USD66/day(88average)• Elements: 6 times more in
camping/hiking, 5 times more to national parks, 3 times more to ethnic heritage sites
(WTO 2002, The U.S. Ecotousim Market)
Sources of InformationUS Ecotourists UK Ecotourists• 55% 44% Internet Travel sites• 49% 41% Travel Guides• 44% 26% Magazine Articles• 43% 27% Friends • 31% >20% Family • 26% >20% Tourist Office brochures• >20% 36% Travel Agent
(WTO, Tourism Queensland Australia)
@JapanEcotour
Making GREEN Transparent@JapanEcotour
Image from www.treehugger.com
• GREEN or GREENWASH? @JapanEcotour
Making GREEN Transparent
S A Y S W H O?
Cambodian kid drinking rainwater
• More exposure in pertinent media• Study/Insepection Inquiries• Filtered ideal clients• Passionate networking partners• Word of mouth (mouse)• Feels Good and proud of it!
@JapanEcotour
Going GREEN Make Sense for ecotourism
How we do it, then?• Priorities on;
– single (neighboring) destination(s)– long stay– eco-lodging– nature-based and cultural activities
peculiar to the area– locally grown food (harvest and cook)– local guides/staff– public transportation– carbon offset
@JapanEcotour
Single destination/Long Stay• < local profit• < sense of belongingness• < gain trust• > carbon emission thru
transportation • > risk of itinerary management
@JapanEcotour
Eco-lodging• Certification and Registration Japan
Ecolodge Association – www.japan-ecolodge.org
• Private, family-operated, locally owned
@JapanEcotour
Activities peculiar to the area
• Be fun• Be creative• Be unique• Be ready• Be proud• Be informative• Be educational• Be eco-minded
@JapanEcotour
Go LOCAL!• >Food kilometreage • Organic, in season• Guides native to the area• After-hour networking
@JapanEcotour
Public Transportation• Small, one party group• In the community• > 90% less than flying• Reliable service (cost, time)• Fun ride
@JapanEcotour
Carbon-offset
• Stay cool to buy or sweat• Monitor carbon footprint
@JapanEcotour
Choose GREEN Stay GREEN
Don’t expect for immediate outcome, results follow the performance.
Believe in what you do, and do it right.Create supply, don’t wait for the demand You are not alone in the game, ask for
help. Stay tuned with the industry regardless
of where you are
@JapanEcotour
Thank you for your kind attension!• Spirit of Japan Travel (www.eco-tourism.jp)• Japan Ecolodge Association (www.japan-
ecolodge.org)• The International Ecotourism Society
(www.ecotourism.org)• Asia Pacific Ecotourism Society (Facebook)
• DISCOUNTS ON MEMBERS IN THE ABOVE ORGANIZATIONS
@JapanEcotour
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