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

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Carbon-offset

• Stay cool to buy or sweat• Monitor carbon footprint

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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