Presented by the Countrystyle Community Tourism Network/Villages as Businesses JAMAICA By Diana McIntyre-Pike President/Founder
villagesasbusinesses@yahoo.com
www.accesscommunitytourism.com
Tel: 876-507-6326/488-7207
Today we will EXPLORE
Way Forward- Group Activity
Linkage Opportunities
The Experiences
Best Practices
The Concept
The Market
Benefits
Role
THE CONCEPT
Authentic Community-based experiences targeted to the international and local market, developed and directly driven by and for the sustainable development of the host community and its residents.
THE CONCEPT: Core Principles
Protection of Environment
Cultural Authenticity
Integrated with local industries & businesses
Community Participation & Benefit
The ROLE
Building Participation in Tourism
Products & Experiences Developed by and for the Community
Direct Foreign Exchange Earning Opportunity
Enables Direct Access to International Market
Builds Community BRAND and Civic PRIDE
THE BENEFITS
Access To International Markets
Boosts Local Businesses through Access to Market
Direct Foreign Exchange Earnings
Local Employment & Entrepreneurship
Potential Development of Export Market for local goods
Building of Community Pride
Unveiling Research and Knowledge of Community
Sustaining Heritage & Culture
Sustaining Natural Environment
Limits Rural Push
Funds and Volunteers for Social Development
Cross-Cultural Sharing
The Benefits Lie not only in the OUTCOME but also in the PROCESS
THE MARKET
Based on a Special Interest
Educated
Seeking Escape from Mass/Traditional Tours
Need for Authenticity and Enriched Experience
Responsible Travelers: Socially & Environmentally Conscious
Non-Traditional Channels: Book Direct
LINKAGES
Agriculture
• Farm to Table Cuisine Experiences
• Utilization of produce in all experiences
Manufacturing
• Agro-progressing of local produce for sale
• Furniture and gift items in community accommodation and sale
Creative Industry
• Local Performers and story-tellers utilized in experiences
• Visual art available for sale or on display
Community Projects
• VolunTourism
• Schools and projects as experiences
Experiences- Based on Special Interest
Cultural tourism
Heritage Tourism
Nature Tourism
Eco-Tourism
Church Tourism
Spiritual Tourism
Health & Wellness Tourism
Adventure Tourism
Graveyard Tourism
Ghost Hunting Tourism
Senior Citizen Tourism
Educational Tourism
Post Office Tourism
Cuisine Tourism
Rasta Tourism
Sports Tourism
Caribbean Diaspora Tourism or ROOTS TOURISM Agro-tourism
Volunteer and Outreach Tourism
BEST PRACTICES
Case Studies
JAMAICA – HOME OF COMMUNITY TOURISM
• JAMAICA – HOME OF COMMUNITY TOURISM – ENDORSED BY THE INTERNATIONAL INSTITUTE FOR PEACE THROUGH TOURISM (IIPT)
• The Countrystyle ‘Community Experience’ is offered to local and international tour operators, travel agents and the accommodation sector as required by their clients which will enhance their vacation
SUPPORT FROM THE MINISTRY OF TOURISM
• Jamaica’s Ministry of Tourism, through Permanent Secretary Mrs. Jennifer Griffith, has endorsed the Villages as Businesses Programme, stating that
•
• “It will complement the Government of Jamaica’s emerging thrust towards community-based tourism and encouraging provision of assistance to Countrystyle Community Tourism Network.”
COUNTRYSTYLE VILLAGES AS BUSINESSES
• VILLAGE COMMUNITY EXPERIENCES
• THE COUNTRYSTYLE COMMUNITY TOURISM VILLAGES AS BUSINESSES HOLISTIC NICHE MARKETING PROGRAMME JAMAICA
• The Countrystyle Community Tourism Network Villages as Businesses programme which focuses on the development of community tourism entrepreneurs especially the youth within their
own environment.
• Tourism Entrepreneurship – Sustaining and Transforming Communities
COUNTRYSTYLE VILLAGES AS BUSINESSES
• The Countrystyle Community Tourism Network (CCTN) is a community-based membership organization working in partnership with the Villages As Businesses organization (VAB) which is focusing on developing local communities as sustainable business enterprises offering a range of products and services which will
enable communities to earn income from these businesses that can include offering community experience tours where local and international visitors can experience the lifestyle of the villages, the people, the heritage, the culture, the cuisine and so much more
COUNTRYSTYLE VILLAGES AS BUSINESSES
• CCTN/VAB provides training in basic hospitality skills, small business management, product development, marketing and community governance and facilitates funding support for community project. CCTN has established an independent for profit community tourism training arm for the CCTN/VAB programme –
called the Academy for Community Tourism (ACT) which will network with local and international educational partners for
community tourism entrepreneurship training.
LET’S DO IT IN THE CARIBBEAN.COM
• Let’s Do it in the Caribbean.com is a new online directory that is marketing and promoting Caribbean products and services
locally, regionally and internationally. Its mission is to be the Premier Online Caribbean Directory by uniting Caribbean
countries as one Marketplace.
LET’S DO IT IN THE CARIBBEAN
• This unique portal is the umbrella for over 50 websites that markets and promotes the Caribbean and the Diaspora. A complete
listing of the various categories can be found at <www.LetsDoItInTheCaribbean.com>.
INTERN PROGRAMME WITH LET’S DO IT IN THE CARIBBEAN
BEST PRACTICES CONTD -Case Studies
1. Marvelous Mandeville Tour
2. Beeston Spring Community
3. Medical/Health Tourism- Sharon Parris Chambers
4. Resource Village: Heritage Experience
5. Sandals Foundation: VolunTourism
6. Rastafarian Village: Montego Bay, Jamaica
7. Creative HQ- Mandeville, Jamaica
8. BREDS Treasure Beach
FRAMEWORK for Starting
AUDIT: Identify Community Assets & Resources
•Community Participation
•Research critical
•Identify unique elements of culture, heritage, natural environment that can build an experience or product
TARGET: Identify Target Markets
•Identify best-fit target market that demands experiences potentially on offer
DEVELOP Experience Package based on community assets
•Ensure Carrying Capacity Is Set
•Establish Customer Service, Health & Safety Standards
•Ensure full community Buy In
•Implement necessary training & development in preparation
MARKET: Build Marketing Channels
•Conduct Pilot Experience Runs (SAMPLING)
•Establish Marketing Partnerships (Tour Operators, Local Tourism Agencies)
•Establish Electronic Presence to facilitate Direct Bookings