- 2017
- Guideline / Toolkit
- Kenya
To facilitate the creation of market strategies that lead to strong partnership creation, this guidebook comprises two parts, targeted to two different actors relevant for the success of CBT organization market strategies.
Part 1: Marketing CBTs as part of CBTO’s business strategy; designed for community-based tourism organizations (CBTOs) and Tour Operators (TOs).
Part 2: Marketing CBT as part of inclusive destination management strategy; delves into the role of county officials and other relevant stakeholders.
SWITCH Africa Green is an EU-funded project aiming at supporting African countries in their transition to an Inclusive Green Economy, and promoting a shift to more Sustainable Consumption and Production (SCP) patterns and practices, while generating growth, creating decent jobs and reducing poverty.
Under the framework of SWITCH-Africa Green projects, SUS-TOUR was created to bring together communities, tour operators, policy makers and university lecturers in order to identify and develop strong CBT businesses that can support Kenya’s green growth. The program is designed to contribute to the sustainable development of tourism in Kenya through promoting customer-oriented innovation and marketing of CBT, fostering improvement in rural livelihoods, and enabling the conservation of culture and nature.
SUS-TOUR activities include:
- Identifying opportunities for sustainable tourism – by developing tools to understand and translate the demands of tourists into CBT innovation and marketing strategies;
- Knowledge transfer – by identifying and sharing international, regional and local best practices for innovation, marketing and partnership development for CBT;
- Capacity building – by supporting different CBT stakeholders in honing their skills for enhancing the business principles of CBT and integrating them into mainstream products; and,
- Guiding CBT forward – by providing recommendations for the improvement of enabling CBT policy frameworks and marketing structures.
