BE IN THE KNOW AND FIRST TO KNOW IN ECOTOURISM Spirit of Japan Travel President Masaru Takayama

Know your Market Profile What age/sex are you targeting? Which countries/regions? Family, groups, individuals? Upper market/backpackers?

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

US Ecotourists Profile In-flight survey to 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 Information US 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

Making GREEN Image from

GREEN or 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 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

Single destination/Long Stay < local profit < sense of belongingness < gain trust > carbon emission thru transportation > risk of itinerary

Eco-lodging Certification and Registration Japan Ecolodge Association – Private, family-operated, locally

Activities peculiar to the area Be fun Be creative Be unique Be ready Be proud Be informative Be educational Be

Go LOCAL! >Food kilometreage Organic, in season Guides native to the area After-hour

Public Transportation Small, one party group In the community > 90% less than flying Reliable service (cost, time) Fun

Carbon-offset Stay cool to buy or sweat Monitor carbon

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

Thank you for your kind attension! Spirit of Japan Travel ( Japan Ecolodge Association ( ecolodge.org) The International Ecotourism Society ( Asia Pacific Ecotourism Society (Facebook) DISCOUNTS ON MEMBERS IN THE ABOVE