ABA Tibetan Autonomous Prefecture Sichuan Province, Peoples Republic of China Jerry Wylie USDA Forest Service Jerry Wylie USDA Forest Service Preliminary Ecotourism Assessment

Finding 1 Although there are significant opportunities for forest-based tourism in western Sichuan, tourism is not a cure-all.

Finding 1 - Recommendations Do not expect tourism employment to replace all jobs and wages lost in the logging ban. Use tourism as part of a strategy for diversifying rural economies Emphasize high-value, low-volume tourism products which maximize benefits and minimize costs and impacts Recognize that tourism may not fit the local situation in all cases

Finding 2 Proper planning and preparation for tourism development needs to be a top priority.

Finding 2 - Recommendations Tourism attractions must be carefully inventoried, planned, developed, and managed Professional training, technical assistance and information is required a successful tourism program Carefully consider the possible environmental and social impacts

Finding 3 There is tremendous diversity of high-quality natural and cultural resources in western Sichuan. However, serious ecotourists will demand high quality information and interpretive programs, as well as environmentally-friendly facilities

Finding 3 - Recommendations Natural and cultural attractions will require high-quality visitor information and interpretion Nature tourism products would be enhanced through the inclusion of Tibetan and Qiang culture Provide wildlife viewing in natural settings for more serious ecotourists Find alternatives to trash disposal in rivers

Finding 4 Although ecotourism development is emphasized by the government at the national, provincial and local levels, it and related forms of forest- based recreation and tourism are not well understood, even by tourism professionals

Finding 4 - Recommendations Distinguish between general ecotourism principles, which can apply to any form of tourism, and ecotourism as a specialized form of educational nature travel Avoid marketing as an "eco" tour or facility if it does not follow internationally-recognized ecotourism principles Do not overlook other related and overlapping travel niches, including Adventure, Recreational, and Wilderness travel Establish western Sichuan as the ecotourism destination of China

Finding 5 With its large population and environmental problems, China is not known as an ecotourism destination. Creating a "green" image through proper marketing and education should be a priority for the forest-based tourism industry in western Sichuan

Finding 5 - Recommendations Before advertising, be sure to thoroughly understand target market(s) and have tourism products ready Advertise the logging ban as an indication of the government's seriousness to protect the environment Consider a "Trail of the Giant Panda" approach to product packaging and promotion

Finding 5 - Recommendations Create partnerships through international outbound tour operators to develop and promote study and volunteer tours Consider marketing directly to potential western customers through the internet Encourage and support travel writers Consider hosting an international ecotourism conference