geotourism brochure

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FISHING BOAT, TELA ATLANTIDA, HONDURAS (C) JEFFERY BECOM/LONELY PLANET IMAGES

A GUIDE FORA GEOTOURISM STRATEGY

By Jonathan B. Tourtellot

Geotourismfor Your Community

WHAT IT IS HOW IT HELPS

WAYSTO MAKE IT HAPPEN

WHO NEEDSTO BE INVOLVED.

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Attractive, historictowns are likelyto get featured inthe pages of travelmagazines. draw-ing curioustourists.

only on nature; its a niche market. Geotourism is not a niche; it isabout everything that goes into making a place distinctive, unique.Geotourism certainly must be sustainablemeaning it must do noharmbut it goes beyond that to focus on all of the natural andhuman attributes that make a place worth visiting. That includes floraand fauna, historic structures and archaeological sites, scenic landscapes,traditional architecture, and all of the things that contribute to culture,

such as local music,crafts, dances, arts,and even cuisineas well as thetraditional farming, crops,and animals on which the cuisine is based.

Good geotourism must benefit local people. Local people in turnmust take care to protect what tourists are paying to come and experi-ence, whether its a rain forest, a historic street, a coral reef, or simplybeautiful scenery.

That word enhances in the definition of geotourism is anotherimportant distinction in geotourism, which allows for evolution and

creativity faithful to the character of the place. You can enhance thecharacter of a place in two ways. One is by creating something newbased on the assets of the locale. A chef, for instance, might invent anew dish for a restaurant based on local ingredients or a traditional style

Integrity of place:Enhance geographical character by developing andimproving it in ways reflective of its natural and cultural heritage, so as to

encourage market differentiation and cultural pride.The Geotourism Charter

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of cooking.The second way is by saving something that might otherwise dis-

appear. Fixing up a distinctive historic building and using it as an inn ora museum, for instance, is more appealing to the geotourist than tearing

the building down and replacing it with a modern structure that looksjust like any other.

All tourists are not alike: the geotourism marketWhen you see a bunch of tourists walking down the street or gettingoff a tour bus or cruise ship, all speaking a foreign language anddressed a certain way, its easy to think theyre all the same.

Theyre not, of course. To learn how different they are,National

Geographic Travelermagazine and the Travel Industry Association ofAmerica performed a Geotourism Study of United States travelingbehavior and attitudes.

The U.S. is a major source of tourists. The study disc overed thatseveral types of travelers fit the geotourist profile (see chart).Numbering well over 55 millionadults, they control over half thehousehold income of all U.S. travel-ers. They are an excellent market foryour home region. Geotourists travelto enjoy character of place. Theytend to be affluent,pro-environ-ment, and culturally responsible, sothey are less disruptive to havearound. They prefer places that feel

Market selectivity:Encouragegrowth in tourism market seg-

ments most likely to appreci-ate, respect, and disseminateinformation about the distinc-tive assets of the locale.

The Geotourism Charter

Four of the eighttypes of U.S. travel-ers fit the geo-tourism profile (redbars)affluent, envi-ronmentall y andculturally aware,and more likely totravel international-ly.

Geotourism market 74%Geotourism market 74%

14%

21%

30%

3%8%

6%

17%

6%

Geo-Savvys

$67.9*

Self-

Indulgents

$68.5*

Outdoor Sportsmen

$53.8*Apathetics

$63.8*Wishful Thinkers

$53.2*

Traditionals$53.0*

Good Citizens

$70.3*

Segment SizePercent of the 13.6 million U.S. adults who traveled

internationally3+ times in the past 3 years.

*Household Income

in millions of dollarsUrban Sophisticates

$76.1*


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authentic (although they may want a higher level of comfort). Theywant to know what makes a place unique.

PART II

Tourism and Your RegionDone well, tourism can help protect and enrich a place. Done poorly, itcan ruin it. Tourism is like fire,goes a saying. It can cook your food.It can burn your house down.

Geotourism aims to serve up benefits for the community withoutburning up the qualities that make tourists want to visit in the firstplace. The obvious community benefit, of course, is financial. It cancome from providing goods and services to touristseither directly, asby working in a restaurant, or indirectly, as by working for a farm thatprovides food to the restaurant. Another benefit is the pride that comeswhen a community discovers its own heritage and takes charge of theway its portrayed to visitors.

The important thing is that communities make sure that the kindof tourism they get is the kind of tourism they want.

How Types of Tourism Affect Your LocaleThree overlapping styles of tourism relate differently to the character ofthe places where they occur.

Touring Style is where the word tourism comes from: travel-

ing to tour, to see and experience a place. Its typical of geotourists.It involves all aspects of character of placescenery, history,culture, nature, people.

Its effect is to spread tourists and their economic benefitsbroadly through the local economy, with minimal harm to the characterof the place.

R and RStyle-for Rest and Recreation-is resort-oriented tourism.It involves only physical character of placebeaches,sun,white-

waternot necessarily culture,history,or nature.Its effect is to concentrate tourism in the resort area,especially

profitable overnight tourism.When badly managed,R and R Style resortsand vacation homes can take over seacoasts and scenic areas.Prices oftenrise until local people must move out. If well planned and restricted,though,R&R can fit nicely with the existing community.


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Entertainment Styletourism is self-containedtheme parks,convention centers,sports arenas, amusement parks, casinos, duty-freeshopping malls, and the like.

It involves no character of place at all. It can happen anywhere,even on a ship out at sea.

Its effect is to concentrate large numbers of tourists in oraround the attraction. Its tourist crowds come for the attraction, notthe locale. It needs major airports, roads, and utilities. It involves largecompanies and provides a lot of jobs, although profits may not stay inthe local economy.

Because the intense development of the Entertainment Style elim-

inates pre-existing characteristics of the locale, it is best sited in nonde-script places that have nothing historic, scenic,socially, or environmen-tally important.

If a place doesnt plan carefully, the first style tends to drift towardthe third. Seacoasts are notably vulnerable. As Touring Style geotouristsdiscover a place and talk about it, more and more tourists arrive. Thatsgoodbut only up to a point. Then developers buy up all the best landto build resorts and houses, transforming the place into an R and RStyle destination.Larger hotels move in, selling lots of cheap roomsfor package tours. Other companies now add Entertainment Style facil-itiesdiscos, casinos, tacky souvenir shops. This is a dangerous kindof success.

Avoid the success trapBy now, the place has becomerepulsive to affluent Touring-

Style geotourists, who haveabandoned it. Even though thenumbers of tourists have goneup, the benefit per tourist has gonedown. The trend reinforces itself,because tourists in high quanti-ties tend to drive away thetourists of high benefit

Whats more, now thatthe place has lost its uniquecharacter and resembles anyother mass-tourism resort area,it is vulnerable to being under

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Land use:Anticipate developmentpressures and apply techniques toprevent undesired overdevelopment

and degradation. Contain resortand vacation-home sprawl, espe-cially on coasts and islands, so asto retain a diversity of natural andscenic environments and ensurecontinued resident access to water-

fronts. Locate high-impact, self-contained tourism attractions, suchas large-scale theme parks andconvention facilities unrelated to

character of place, in needier loca-tions with no significant ecological,scenic, or cultural assets.



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sold.Spains coastal mass-tourism resorts, whichscored among the worst inthe world on a 2004National Geographic Traveler

survey of destination stew-ardship, now face such a

problem. Designed for thetype of tourists who dontcare what country they arein, such resort towns arehelpless if a place likeBulgaria offers the samething cheaper.

When officials meas-

ure tourism success in terms of quantity and not quality (We countedfifty thousand more tourists this year!), they can inadvertently acceler-ate the trend toward overwhelming attractive destinations. It is impor-tant that tourism success be measured, not by counting heads, but bycounting the economic and social benefits to the region. If one thou-sand visitors are spending one thousand dollars each, they put just asmuch money into the economy as a hundred thousand visitors spend-ing ten dollars each. The first choice, though, is certainly preferable.

Where are you? Resorts with non-descript architecture could be any-where. That means they can easilybe undersold, because the type oftourists they attract dont carewhere they are, only that it becheap, with a sunny beach.

Evaluation:Establish an evaluation process to be conducted on a regularbasis by an independent panel representing all stakeholder interests, and pub-licize evaluation results.


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PART III

How to Become aGeotourism Destination

Adopting a geotourism strategy is the first step toward becoming a truegeotourism destination. Making your town or region an attractive, sus-tainable destination is a complex business involving local government,civic organizations,private businesses,as well as external organizations.Its good for communities to agree on following a tourism managementplan that promotes good stewardship and so attracts the most beneficialtourists in manageable numbers.

Adopting a geotourism strategy does not instantly turn a placeinto a geotourism destination. Doing so requires four parallel types ofactivity:defining, sustaining, developing, and marketing your geo-tourism assets.

Define Your Assets Whats a geotourism asset? Anything distinc-tive to your place, region, or country that might be interestingorcould become interestingto someone from somewhere else. It couldbe a historic inn,an unusual bird, a spectacular view, an indigenous vil-lage, a type of local beer, an adventurous hike, a program for spendingtime with a local family, or a place where local musicians play traditional

music.For more on identifying your geotourism assets, see pages20-23.Sustain Your Assets Its best to have conservation and land-use

measures planned before development begins,since its hard to undodamage once done. Have enforceable provisions in place to protectscenic views, traditional architecture, and historic buildings and streets.Plan ways to control pollution, deforestation, and other threats to natu-

Brazilian womenmake traditional-style baskets forsale at a nearbybeach resort. Thatsgooda benefit forthe community.But they dontmeet any tourists,and the touristsdont see or learnwhat makes thebaskets unique amissed opportunityfor all.

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Encourage new architecture to reflect local tradition.Restore or reconstruct historic buildings and sites.Eliminate litter. Tourism depends on visual apppeal, and few touristslike places covered with trash.Provide clearly marked recycling andtrash receptacles, anchored where necessary to avoid theft. Be suresomebody empties them regularly.

Prohibit large billboards or other ugly signs.Provide regular maintenance of parks and visi-tor centers.Where possible, do not build roads or utilitywires where they spoil views of important sites.

Reduce noise levels, especially in places wheretourists are trying to relax.Help local residents and businesses unite topromote visual beauty of your locale. An attrac-tive town benefits all hotels, restaurants, shops,and other businesses. The same applies to keep-ing new construction under control and obeying

the rules on building density, height, location,etc.

EXAMPLEVARIOUS COUNTRIES, from England toSamoa, hold prettiest village contests, which

promote an aesthetic sensibility and generate tourism revenue.

EXAMPLEPRAIA DO FORTE, BAHIA, BRAZIL, In this successful resort/ fish-ing village, new buildings may not rise more than two stories and regu-lations make it hard for houses of traditional residents to be sold to

outsiders. That keeps rising real-estate prices from destroying the com-munity by tempting everyone to sell their homes and move away. Abordering nature preserve prevents sprawling development. Cars parkaway from the main street, which is for pedestrians only and lined withenjoyable shops, cafs, and small hotels.

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Protection and enhancement of destination appeal: Encouragebusinesses to sustain natural habitats, heritage sites, aestheticappeal, and local culture. Prevent degradation by keeping volumesof tourists within maximum acceptable limits. Seek business mod-

els that can operate profitably within those limits. Use persuasion,incentives, and legal enforcement as needed.


These theft-proof oil-drum trash cans in Bruscan be swiveled for

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TIPS FOR BUSINESSES: DESIGN, CONSTRUCTION, AND LANDSCAPINGSite new buildings to avoid ecologically sensitive areas.Build low-profile buildingsthat fit into attractive scenery rather than obscuring it. Avoid disturbing natural

areas.

Design new buildings in an architectural style typical of the regions traditions,using environmentally conscious, local materials.

Use trees and bushes to screen parking lots, service areas, etc.

Do not clear large quantities of vegetation from the shoreline. It can hurt fish-ing, cause erosion, and worsen hurrricane damage.

Landscape with noninvasive native plants suited to local soils and climate.Avoidusing chemical fertilizers that pollute the ground and water.Golf courses should

be designed to maximize natural habitat and minimize the need for water and fer-

tilizer.Audubon International provides additional

information:(www.audubonintl.org).

Design facilities soas to minimize noiseand harsh lighting.

Tourists like to see attractive vistas of mountains (left). Billboards spoil the mountain viewand give the area a trashy look (right). Its best to ban them from scenic areas.

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Preservation of distinc-tive historic structureslike this one in SantaRosa de Copn does aservice for the local

community and pro-vides richer material fortravel writers and pho-tographers, whose workwill attract beneficialtypes of tourists.

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Use attractive, restrained signs, especially outside of cities.

Organize community members to repair village access roads and fill in potholesto create ease of access for visitors.

EXAMPLEAT PUNTA CANA, DOMINICAN REPUBLIC, the airport terminal build-ing is not a standard, modern building of steel and glass,but a large,thatched-roof,breeze-cooled structure.The buildings message to arriv-ing tourists:Welcome to a tropical paradise.This is not like your home.

ENVIRONMENTPoorly planned resort strips and vacation housing subdivisions can

have enormous negative impacts on the environment, from loss ofhabitat to water pollution from runoff and untreated sewage. Touristswho find polluted beaches and swimming areas are unlikely to return.Worse, theyll spread bad reports about the locale. The environmentallyaware geotourism market supports efforts to stop pollution and pre-serve wildlife habitat. That in turn maintains a healthy flow of desirabletourists concerned about the environment.

Treat sewage and dispose of solid waste properly.

In resort areas, offer easily accessible and affordable public transport so that res-idents and tourists do not need cars.

Encourage and reward high participation ratesin recycling programs where available.

Adopt certification or rating systems toreward businesses for sustainable practices.

Ensure protection for endangered species. Forexample, require reduced oceanfront lighting in

sea-turtle nesting areas.

Support community-wide initiatives to con-serve nature, such as coral-reef restoration pro-

grams and campaigns to stop illegal logging.

TIPS FOR BUSINESSES: CONSERVING ENERGYUse renewable energy sources, such as solar panels, wind generators, or

hydropower whenever possible.

Minimize use of cars on site.

Train staff to shut off lights and heating/ cooling systems in unoccupied rooms.

Conservation of resources:Encourage businesses to mini-mize water pollution, solid waste,energy consumption, waterusage, landscaping chemicals,and overly bright nighttime light-

ing. Advertise these measures ina way that attracts the large,environmentally sympathetictourist market.The Geotourism Charter


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EXAMPLEON MEXICOS PACIFIC COAST, Hotelito Desconocido chargeshigh-end rates for excellent service, but not for electricitythere isntany. Guests prefer the romantic aura of candles and oil lamps, an expe-rience they do not have at home.

TIPS FOR BUSINESSES: USING WATERConserve water by using low-flow or dual-flush toilets, waterless urinals, low-flow showerheads,or water-efficient washing machines and dishwashers.

Work with customers to reduce water demand, as by giving hotel guests theoption to re-use towels and linens.

Use rainwater cisterns or gray water from sinks and showers for cleaning and

landscaping.When landscaping in dry areas, use vegetation that needs limited amounts ofwater and mulch that reduces evaporation and runoff..

Minimize use of chemical fertilizers that could pollute water supplies.Useorganic fertilizers in moderation;excessive use also pollutes.

EXAMPLEAT CHUMBE ISLAND, ZANZIBAR,TANZANIA the hotel collects rain-water through a special device on each bungalows roof. The rainwaterpasses through filters and is stored in underground cisterns. The wateris then hand-pumped through a solar-powered heating system into hotand cold-water containers for the shower and wash basin.

TIPS FOR BUSINESSES: MINIMIZING AND MANAGING WASTEReuse or recycle products such as plastics, glass, or metals, if recycling is avail-able. Place clearly labeled recycling bins in highly visible locations, and make sure

that recycling bin contents are truly recycled.

Dispose of wastes in designated areas, not in waterways, wetlands, or over acliff. Build septic tanks,maintain them,and keep them away from reservoirs,

groundwater, rivers,or the shoreline.

If necessary, construct catchment ponds to trap harmful wastes and keep themfrom entering the water system through run-off. They, too, need to be maintained.

When ordering supplies,make bulk purchases,use products with returnablecontainers,and avoid imported supplies in superfluous packaging.

Avoid use of potentially hazardous substances and train staff in safe disposal ofhazardous waste, such as cleaning fluids, paint, or used oil.


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EXAMPLEON ST.JOHN, U.S.VIRGIN ISLANDS, islanders have taken glass-blowing classes so that they can melt down empty tinted bottles andmake profitable artistic glassware such as plates and vases.

EXAMPLE HALF MOON GOLF, TENNIS &BEACH CLUB,JAMAICA composts fruitand vegetable scraps for fertilizer, sells used cooking oil to chickenfarmers for feed, and collects part-used soap bars and pre-soaks thelinens with them.

EXAMPLE ON MOUNTAIN TOURS, IBEX EXPEDITIONS, INDIA gives waste paperto groups that make paper mach products for sale.

INTERPRETATION / TOURIST EDUCATIONGeotourism must provide an enjoyable, enriching experience for visi-tors. It calls for visitors to receive high-quality, appealingly presentedinformation about the place, known in the trade as interpretation.

Both tourists and residents should have easy access to knowledgeabout local heritage and the natural environment. A community thatdevelops pride in a place will take better care of it, give visitors a better

experience, and thereby profit from tourism.Provide interpretive signs that give the background story on a particular site orarea.Discreetly label plants and trees to tell visitors something about the native

species they may encounter in the surrounding areas.

Ensure that signs limiting or banning fishing, hunting, firewood collecting,wildlife feeding,etc.,explain the reasons for the restrictions.

Visitor centers should offer informativebrochures (not just advertising) and pro-

vide clear advice on finding reliable,trained guides.

Offer guide-training and visitor-centercourses for local residents.

Work with local media to spread infor-mation on the locations natural and

human heritage.

Work with indigenous people and minority groups to have them take an activepart in presenting their culture and heritage.

Tourist satisfaction:Ensure that

satisfied, excited geotouristsbring new vacation stories homeand send friends off to experiencethe same thing, thus providingcontinuing demand for the desti-nation.



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TIPS FOR BUSINESSES:Teach visitors about local culture, history,and nature in order to promote conserva-

tion efforts and create a more meaningful

exchange between visitors and residents.Provide clear, well-presented information

about the place. Offer regularly scheduled

lectures, theater presentations, information-

al signs along nature or history trails, or

other high-quality information.

In areas with many international visitors,offer information in foreign languages. Hire staff members who can speak a for-

eign language fluently.Involve local people in educating tourists, to build pride and provide income.Hire local residents who are experts in their subjects. Where knowledgeable local

residents are not available, find a way to offer training courses.

Provide a clear explanation of the benefits of the companys environmental andenergy-saving measures, such as linen re-use, etc.

Explain the tradition and history of local foods. Show tourists how they areenjoyed. Ensure proper training of food-handling staff in hygiene suitable for

overseas visitors.

Provide a public,written policy about sustainable practices in use. It will appealto geotourists and assist tourism staff.

EXAMPLEAT THE KAANAPALI HOTEL, MAUI, HAWAII, local staffers make apoint of introducing guests to Hawaiian foods and crafts, explainingtraditions, and even singing Hawaiian songs in the hallways. The hotel

has a very loyal clientele, returning year after year.

Interactive interpretation:Engage both visitors and hosts inlearning about the place.

Encourage residents to show off

the natural and cultural heritageof their communities, so thattourists gain a richer experienceand residents develop pride intheir locales.


A local guide leads anecotour in Hawaii.Residents who are well-trained guides can interestthe community in protect-ing its own natural and

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TOURISM MANAGEMENTAs places grow in popularity, they must choose what type of tourismto encourage and how to manage tourism-related development so that

it does not spoil the attractiveness of the region (see pages 5-7). Atsensitive natural or cultural attractions, the art of managing crowds canbe critical for protecting the site.

TOURIST BALANCE

Ask officials to measure tourism success not byquantityof tourists but byqualityof tourism:How much revenue does each tourist generate? How much of it ben-

efits the community? Do tourists and residents get along well?

Market to educated tourists, andeducate them further on arrival.

Healthy numbers of responsible

visitors cause much less stress to

the locality than a few badly

behaved ones.

Be sure that at least a few smalleraccommodations are geared for

the low-cost, educated backpackermarket. These young travelers

travelers,not beachgoerswill

become your higher-paying geotourists of the future. Whats more, backpack trav-

elers are more likely to stay longer and spend money in small local establishments.

Running a low-cost guesthouse for them requires much less training than operat-

ing an expensive hotel or lodge.

Limit crowds at environmentally or archaeologically sensitive sites through quo-tas, admission fees, limited reservations, etc. (Ensure locals can maintian access,possibly thourgh discounted entrance fees, etc.

LAND USE

Keep hotels in high-volume resort areas clustered together; encourage preser-vation of open spaces; avoid landscape-consuming sprawl.

Enforce controls on commercial tourism development, second-homeconstruc-

tion,and road building.

Market diversity:Encourage a fullrange of appropriate food andlodging facilities, so as to appealto the entire demographic spectrumof the geotourism market and somaximize economic resiliency overboth the short and long term.



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Make provisions ahead of time to ensure that local people will still have placesto live in areas where resort tourism is likely to increase. Plan, too, for the likeli-

hood of people migrating into the area in search of work.

SOCIAL/CULTURALOffer tourism information that promotes authentic local culturemusic,dance,art, crafts, cuisine, etc.

Help maintain agreeable cross-cultural relations:Encourage tourist behavior thatdoes not offend residents and resident behavior that does not harass tourists.

Provide tip sheets for foreign visitors on local customs and etiquette, includingdress and the use of alcohol when visiting your village.

COMMUNITY INTERACTIONCommunities should be involved in, and benefit from, sustainabletourism, so as to establish a virtuous circle, whereby the benefits oftourism provide an incentive to protect and enhance the attributes ofthe region, which in turn generate better tourism.

Where tourism taxes or entrance fees exist, use revenues for local tourism prod-ucts, improvements,and services.

Provide places where local craftspeople can not only produce and sell items butalso teach their skills to interested visitors.

Offer inexpensive access for locals to tourism attractions.

Ensure that local media cover environmental and cultural stewardship issues andactivities.

Maintain a public education campaign about tourist relations. Treat tourists asvalued visitors, not walking wallets.

Invite community members to participate in tourism planning and decision-making.

Minority, indigenous, and ethnic communities also provide geotourism appealand contribute to a unique exerience.They should be fully involved in tourism

planning and benefits.

Help residents learn how tourism can benefit them,both directly and indirectly.


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Communicate the geotourismidea to neighboring villages and

work together to make the entire

area inviting and to market its

appeal.Seek ways to offer businessloans and technical assistance to

local entrepreneurs interested in

starting their own tourism busi-

ness.

Seek ways to offer tourism train-ing programs to local residents in

order to create a more qualifiedlocal workforce.

Create programs that connectlarge-scale tourism industry mem-

bers (resorts, tour operators, etc.) with smaller, local businesses.

Make sure licensing and zoning policies protect succcesful local businesses fromoutside takeovers and unfair competition.

EXAMPLEBOUMA NATIONAL HERITAGE PARK, FIJI has used proceeds fromecotourism to provide educational funds for residents of its four localvillages, to hire and train park guides, and to protect 15,000 hectares offorest and reef within the park. Representatives from each village helpmanage the program.

TIPS FOR BUSINESSES: COMMUNITY RELATIONSEncourage hotel guests to patronize local businesses and tradespeople.

Order business supplies from local companies.Invlove community members in decisions that affect them,specifically in areassuch as development and land use.

Community benefit:Encourage micro- to medium-size enterprisesand tourism business strategies that emphasize economic and socialbenefits to involved communities, especially poverty alleviation, with

clear communication of the destination stewardship policies requiredto maintain those benefits.


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Bad habits: kids selling dolls mob a friendly touristnear Copan.


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Encourage local residents to apply foremployment in the company. Offer

competitive wages and opportunity for

advancement. Make sure locals are rep-

resented in management or other lead-ership positions.

Promote pride in local natural, his-toric, and cultural assets. Stock gift

shops with local crafts, products, and

educational materials on the region.

Support conservation-oriented localinitiatives. Participate in community

improvement programs such as clean-ups. Donate a percentage of business

revenues to community convervation programs, if any. If none exist,start one.

TIPS FOR BUSINESSES: EMPLOYEESTrain staff in skills needed for steady advancement.

Train staff in local environmental and cultural conservation,both for them-selves and for educating tourists.

Keep staff morale high by maintaining a recognition program for leaders orthose who initiate new or improved conservation practices.

Offer on-site training programs for employees or reimbursement for off-siteeducation and/or training.

Encourage staff members to follow good environmental practices at home.

EXAMPLETHE PUNTA CANA RESORT INTHE DOMINICAN REPUBLIC has success-

fully encouraged staff to follow envi-ronmentally sound practices not justat work, but also at home, with costsavings for their households.

Community Involvement:Base tourism on communityresources to the extent possible,encouraging local small businesses

and civic groups to build partner-ships to promote and provide a dis-tinctive, honest visitor experienceand market their locales effectively.

Help businesses develop approach-es to tourism that build on theareas nature, history, and culture,including food and drink, artisanry,

performance arts, etc.The Geotourism Charter

International Codes:

Adhere to the principles embodied inthe World Tourism OrganizationsGlobal Code of Ethics for Tourismand the Principles of the CulturalTourism Charter established by the

International Council on Monumentsand Sites (ICOMOS).



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Geotourism for communities requires the involvement of the commu-nities. One of geotourisms benefits to host communities is the pridethat comes with deeper knowledge of natural and cultural heritage inones local area. Presenting that heritage to interested visitors can be

fun,satisfying, and profitable. A local dish,a vista or building with ahistoric story to tell, a traditional event, a place where you can see arare bird,a local type of craft or clothingthese are all geotourismassets (see page 8). Most places have stories to tell, many of themunrealized and underappreciated.Geotourism thrives on such distinc-tiveness:What makes our town, region, or country unique?

When tourists visit, they need to have an interesting, enjoyabletime exploring and learning about an area. Their interest creates an

opportunity for commmunity entrepreneurs and organizations. In Italy,for instance, many villagers belong to a local civic organization called aPro Loco. (It means For the Place in Latin.) Villagers who belong tothe Pro Loco put on interesting festivals and events that relate to localhistory, agriculture, or cultural traditions and activitiesas much forresidents as for tourists. Geotourists recognize and appreciate theauthenticity of these events.

Of course, tourists need to know why they should visit your localein the first place. Some reasons may be obviousa great waterfall, forinstancebut others may need research. Sometimes its the smallthings that make a visit memorable. Perhaps someones grandmotherhad a great recipe for a certain dish that could be given a name andmade a menu item in the local caf.

Information for tourists on why they should visit can be providedin many ways, such as on the Internet, in travel guides and magazines,to travel agents and tour operators, and in special publications like theNational Geographic Geotourism MapGuides, created jointly with the

people of the destination.

Help From the CommunityCollecting information for a project like a Geotourism MapGuidemeans looking for existing or potential assets that reflect and furtherdevelop the character of the place. The MapGuide addresses the fol-

PART IV

Discovering Your

Geotourism Assets


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The varied musical traditions of Honduras can entertain tourists as much as this audience ofGarifuna kids. Local live musicall kinds from all placesis a geotourism asset.

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lowing question:What sites, attractions, businesses, or activities aresomehow distinctive to our town or region? Its a good idea to engagemany different segments of the community in this exercise, as it raisesawareness about the value of the places unique assets.Visitors andpotential visitors may also have valuable input. Often what seems nor-mal and mundane to residents is fascinating to visitors from afar.People involved with local publications and civic organizations mayhelp. School essay contests or projects are another possible tool, withstudents interviewing experts,elders, and visitors.

Candidates for inclusion on a MapGuide might be parks, muse-ums, historic sites, private enterprises(such a family-owned restaurantserving local cuisine), community-run craft cooperatives, or lodgingslocated in historic buildings. Other possibilities are minority-operateddance troupes or someone who leads tours about medicinal plants.

Here is a list of ideas to explore. There are many more possibilities.

CULTURE AND TRADITIONS:

Food and drink, including local agricultural products and methods,and restaurants

serving local dishes.

Agritourism, including traditional farming.

Live arts:music,dance, theater, including public and bar/ restaurant performances.

Arts and crafts, including artisan centers,workshops,or nonfranchise local shopping.

Festivals and distinctive ways of celebrating national holidays.


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NATURE AND ENVIRONMENT:

Distinctive wildlife habitat, on land or in the water; great birding sites.

Notable wildlife, butterflies, trees, and flowers; forests, rivers, waterfalls.

Links between local nature and local culturehistory, cuisine,events.

Kayaking,hiking,horseback tours and traditional ranching, and other outdoor activi-

ties, especially those with interpretive guides.

HISTORIC AND ARCHAEOLOGICAL SITES

Historic main streets or districts.

Archeaological sites, protected and explained for tourists.

Homesteads or plantations,especially those offering guided tours.

Traditional architecture.

ALSO:

Aesthetics:What areas have nice scenery, appealing lighting, freedom from billboards?

What areas are most pleasing to be in? What towns have refurbished historic districts?

Are there businesses there that deserve tourist support?Short, marked itineraries or driving trails that take in a variety of minor but appropri-

ate businesses and attractions.

Tips for visitors on spending and behavior that supports the character of the place;

additional tips on cross-cultural etiquette;what to do and what not to do.

Geotourism MapGuidesdisplay notes abouttourism sites and experi-ences, with pictures andaddtional text. Thisexample is from theAppalachian GeotourismMapGuide.

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CONCLUSION

When the people of a place discover their geotourism assets, they arediscovering the basis for a beneficial and fully rewarding type oftourism. Just as important, they are discovering their own cultural andnatural heritage.

Sustaining that heritage is critical to a successful geotourismstrategy. In geotourism, more is not always better; high quality is bet-ter.Beneficial tourists create more revenue and appreciate the distinc-tiveness of place, supporting local character and pride. Geotourism isabout making each place better in its own way. Including your place.


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ABOUT THEAUTHORJonathan B.Tourtellot, originator of the geotourism concept, is the Director of

theNational Geographic Center for Sustainable Destinations.

CONTACT USWe would like feedback on this booklet. What techniques and strategies have been

succesful, and which did not work out? Why, or why not? Send your comments to

[email protected].

ADDITIONAL INFORMATIONFor a directory of helpful websites with additional information,

see National Geographics Center for Sustainable Destinations website,at

www.nationalgeographic.com/ travel/ sustainable/

Voluntary In itiatives for Sustainab le Tourism. Madrid: U.N. World Tourism Organization.(2002)

Guide fo r Local Autho rities on D eveloping Sustainable Tourism. Madrid: U.N. World Tourism

Organization (1998)

Imp lementing Agenda 21: Sustainable D evelopment for the Travel & Tourism Industry. Unpublished

Draft. London: World Travel & Tourism Council (2000)

ICOMOSCharter. Available: http://www.international/icomos.org/charters.html

Center for Sustainable DestinationsNational Geographic Society

1145 17th St. NW

Washington DC 20036

[email protected]

geotourism brochure

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