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

2. Know your Market Profile What age/sex are you targeting? Which countries/regions? Family, groups, individuals? Upper market/backpackers? www.eco-tourism.jp @JapanEcotour

3. 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

4. US Ecotourists Profile In-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)

5. 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 Australia) @JapanEcotour

6. Making GREEN Transparent @JapanEcotour Image from www.treehugger.com

7. GREEN or GREENWASH? @JapanEcotour Making GREEN Transparent S A Y S W H O? Cambodian kid drinking rainwater

8. 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

9. 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

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

11. Eco-lodging Certification and Registration Japan Ecolodge Association – www.japan-ecolodge.org www.japan-ecolodge.org Private, family-operated, locally owned @JapanEcotour

12. Activities peculiar to the area Be fun Be creative Be unique Be ready Be proud Be informative Be educational Be eco-minded @JapanEcotour

13. Go LOCAL! >Food kilometreage Organic, in season Guides native to the area After-hour networking @JapanEcotour

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

15. Carbon-offset Stay cool to buy or sweat Monitor carbon footprint @JapanEcotour

16. 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

17. 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