Community Based Tourism

The way to market a destination

The slogan, “Tourism is Everybody’s Business” does not relate only to hotel and tour operators, but to  taxi drivers, cruise ship handlers, airline personnel and the government of any given country. It is a broad-based industry that influences the spectrum of every nation, be they large or small, continent or island. 

The impact of revenue derived from tourism, is important to the economic growth of any country, not only because of the foreign exchange, but also because of the creation of jobs. Therefore, it is the responsibility of everyone in their communities to ensure that their products and services maintain the mark of excellence. CBT has become a major component in the development of sustainable tourism.

By community we mean a group of people living in the same place and having something in common, be it culture, economic activity or simply the land and its ecosystems. In most cases they are farmers, fishermen, indigenous peoples and artisans living in remote, beautiful and well-preserved rural areas. The touristic potential within their land and traditions was so evident that they decided to create infrastructures to host travelers and to set up community-led projects.

Often, their goal is to improve their standard of living and preserve the environment through tourism

When a tourist visits a country, state or island, their main objective is to have a memorable experience. This results as they learn the culture, visit places of interest, sample the cuisine and learn of the countries’ histories by interacting with the natives and residents.

Whether one is visiting Haiti, New York, London, Guadeloupe or Paris, tourists spend money to create memories. They utilize whatever means of transportation available, dine at restaurants of choice to sample new dishes, take tours to see various points of interest which allows them to take photographs, make new friends and admire the scenery. In the Caribbean, the belief is that the tourist comes just for the sea and sun. That is so far from the truth. Today’s tourist shops for bargains, get their hair done, enjoy the local entertainment and become a part of the community for a designated period of time.

Hence the thought of Community based tourism. If one is to consider the way Airbnb evolved, it is really hinged on Community Tourism, whereby a resident opens their home to a tourist, who then can blend into the family. That can also take us back to the creation of the Bed and Breakfast, which was an introduction of families opening their homes to guests while providing them with a bed and breakfast at a cost. But the idea of Community based tourism goes even further.

Community-based tourism is regarded as a platform for local communities to generate economic benefits through offering their products and services to tourists. This incorporates the lifestyles, natural resources, and cultures of that community.

In many destinations, there exists abundance of craft, art, modes of fashion, and various indigenous recipes and of course diverse ways of living. If one was to write a story, these would be the facts that would be written about a community.  The inquisitive visitor welcomes the moment to spend time with a local family and hear their stories of historical and present events that helped shaped that village or town.

Community-based tourism is a way of developing the social and cultural benefits of local communities through these exchanges with tourists. Staying at someone’s home allows for great participation and support from local community as part of a touristic endeavor.  It also encourages community members’ participation in decision making so that benefits can be equally shared and planning and development can be easily implemented. Therefore CBT requires the effort of each resident in a community or else it will become a challenge since not every individual can accept and be able to perceive positively on the purpose of the program. A mélange between two different cultures will lead to a greater understanding, acceptance and tolerance of social and cultural norms, which in turn can create educational experiences and programs for all concerned regardless of age.

The exchange experiences will change over time and will depend on the interaction between local communities and tourists to form various perceptions that can be positive or negative.

Hence, understanding the perceptions brought about by community –based Tourism is vital to maximize benefits and minimize impacts, as well as to sustain the home-stay program.  On a holistic approach, the idea stems around that of an introduction to home-stay, allowing the visitor to appreciate their host and friends, get a full experience of the culture and the diverse possibilities that exists within and throughout the communities. The economic value of the goods and services that are found uniquely in these communities and appreciated so much by visitors cannot be underestimated.

Community-based Tourism comprises of crucial facets, the local communities, natural resources, cultures, and lifestyles. This type of tourism gives opportunities for the local communities to set up their own small-scale self-managed business.  The natural resources are part of tourism products that locals offer to the visitors. Besides that, numerous cultural practices by the locals are motivators to tourists who are eager and enthusiastic to see for themselves the differences of cultures, as compared to theirs. With that, guests will have the opportunity to experience and learn about the local ways of life and cultures. 

 In fact, these activities are a complete package that can be found in a home-stay program, a program that involves active participation among the community who have “skills and knowledge that already exist” in them (Dunn, 2

Community based tourism is tourism in which local residents (often rural, poor and economically marginalized) invite tourists to visit their communities with the provision of overnight accommodation. 

The residents earn income as land managers, entrepreneurs, service and produce providers, and employees. At least part of the tourist income is set aside for projects which provide benefits to the community as a whole. 

Community based tourism enables the tourist to discover local habitats and wildlife. They are able to celebrate, appreciate and respect traditional cultures, rituals and the heritage of a people. The community will be aware of the commercial and social value placed on their natural and cultural heritage through tourism, and this will foster community-based conservation of these resources. 

The community may choose to partner with a private sector organization to provide capital, clients, marketing, tourist accommodations or other expertise. Subject to agreement to the ideals of supporting community development and conservation, and to planning the tourism development in partnership with the community, this partner may or may not own part of the tourism enterprise. 

Whether it is a Bed and Breakfast arrangement, or that of the Airbnb, the formation and experience is geared towards providing a homely experience whereby the visitors and the locals can mingle and learn about each other. With the platform of social media, the exposure of destinations has evolved through stories and photographs provided by the visitor or traveler.

These projects offer services such as accommodation, excursions (bird watching, trekking, horse-riding, whale-watching, etc.), traditional gastronomy, ecotourism and cultural activities. A fair-trade logic applies, so tourists are paying a fair price in exchange for high quality and often unique products and services, within a context of transparency and equality. For travelers it is a genuine and rich experience. They get to know the local traditions, get involved in cultural activities and have the opportunity to see unspoilt nature and ecosystems.

Summary

Community based tourism (CBT) is present if it:

1- Combines natural beauty and the daily life of rural communities;

2- Promotes productive and sustainable practices;

3- Adapts to rural life and preserves the welcoming, relaxed, and rustic atmosphere of the countryside;

4- Is kept going by local initiatives and local people and strengthens local organisations;

5- Employs local people, distributes benefits even-handedly and supplements farming income

6- Promotes land ownership by the local population

Author : Joseph E. Doway , Tourism Specialist

Edited by : Dorinda Wilson