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Community Based Tourism Market Size, Share, Competitive Landscape and Trend Analysis Report by Age, by Traveler Type, by Sales Channel : Global Opportunity Analysis and Industry Forecast, 2023-2032

CG : Travel & Luxury Travel

Report Code: A223024

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Community Based Tourism Market Research, 2032

The global Community Based Tourism Market was valued at $575.9 billion in 2022, and is projected to reach $2136.8 billion by 2032, growing at a CAGR of 14.1% from 2023 to 2032.

Community based tourism is a type of tourism that is focused on the active involvement and participation of local communities in the planning, development, and management of tourism activities. The aim of community based tourism is to empower local communities, promote sustainable development, and create economic opportunities while preserving and celebrating the cultural and natural heritage of the region. It provides travelers with real insights into local lives and ensures that the travel experience provide genuine impact  to local people. Moreover, in this type of tourism, local indigenous communities invite people to experience their customs, food, lifestyle, and set of beliefs. 

MARKET DYNAMICS

Globally, the need for Community Based Tourism industry has expanded. As the self-sustainable and locally managed economy has grown,the demand for community based tourism has increased as it provide a genuine source of income to local people . Community-based tourism helps local communities become self-sustaining by ensuring that they are solely involved in the decision-making and management of tourism in their area in order to reap financial rewards. In addition, the establishment and expansion of sustainable tourism programs are facilitated by active involvement of communities in the management of their regional economies. The diversification of economic sources of the communities through community-based tourism creates new revenue streams and lessens reliance on existing ones. Furthermore, the money made from community based tourism activities such as lodging, tours, cultural events, and the sale of regional goods helps to raise living standards and strengthen financial security, which eventually boosted the market growth. 

Moreover, the increased value placed on local culture preservation and promotion has become a key driver of Community Based Tourism Market (CBT) growth. Communities that place a high priority on preserving and honoring their cultural history frequently reap a number of advantages. In addition, community based tourism programs facilitate localities a stage on which to display their distinctive customs, culture, and artistic expressions. This draws visitors who seek real, immersive experiences. Communities have been encouraged to invest in the preservation of their cultural assets, including historical sites, traditional crafts, and performing arts, in order to protect them for future generations due to the economic benefits offered by the tourism sector. Furthermore, community based tourism has promoted intercultural interchange, which has cultivated a shared understanding of it. 

The development of Community Based Tourism Market Size (CBT) is hampered by insufficient support infrastructure. The success of community-based tourism depends on the active involvement and benefit of the surrounding communities, but obstacles to its development include limited transportation options, inadequate lodging, a lack of basic services, poor information dissemination, inadequate training, problems with environmental sustainability, and regulatory restrictions. Moreover, isolated and underserved communities, which frequently lack adequate transportation infrastructure, lodging options, and basic services, are the ones that participate in community-based tourism the most. As a result, tourists become hesitant since they cannot locate hotels that are secure, cozy, and reasonably priced. Inadequate access to basic amenities such as clean water, sanitary conditions, and healthcare has also impacted the success of a trip overall. 

The sustainability of community-based tourism businesses continues to be an issue.  This is attributed to  the depletion of natural resources and harm to local ecosystems caused by travel activities. This  has weakened the  attractionof  tourists and the lack of sustainable environmental practices have raised the hazards associated with communitybased tourism. The number of visitors and the level of market competition have both decreased as a result of this depletion. In addition, the lack of attention paid to social and cultural components of sustainability has frayed links between tourism businesses and nearby communities. For instance, excessive commercialization and cultural insensitivity have sparked opposition, protests, or other forms of resistance from local residents, which has negatively impacted the effectiveness of projects for community-based tourism. Furthermore, the operators have been compelled to adhere to the stringent environmental and ethical requirements for tourism operations that have been advocated by regulatory agencies and governments, which has impacted the smooth expansion of the market , thus increasing the Community Based Tourism Market Share.  

Sustainable tourism has grown in popularity and is in demand over the past few decades. The paradigm shift in consumer behavior has led to a greater emphasis on sustainability, which has changed product creation as well as marketing and promotion of tourism. Market expansion has resulted from public-private partnerships that have subsidized airlines to far-flung tourist locations, enhanced accessibility, and improved transit capacities. This has created profitable prospects for the regional stakeholders. The government frequently collaborates with private parties to enhance the fortunes of the destinations, thus incraesing the Community Based Tourism Market Demand. For instance, the World Wildlife Fund (WWF), the Namibian government, and private landowners worked together to create the NamibRand Nature Reserve, which covers more than 200,000 hectares of unspoiled desert terrain. Through this relationship, landowner participation and government funding for tourism development have been promoted. In addition, it isexpected to result in several opportunities for long-term sustainability, economic growth, and biodiversity preservation. Such collaborations have the potential to improve and sustainably shape the global community based tourism business and to increase Community Based Tourism Market Forecast. 

The community based tourism market is segmented into Traveler Type, Age and Sales Channel.

SEGMENTAL OVERVIEW

The community based tourism market is analyzed on the basis of age, traveler type, sales channel, and region. On the basis of age, it is divided into Generation X, Generation Y, and Generation Z.  On the basis of traveler type it is bifurcated into solo and group. On the basis of sales channel, it is bifurcated into travel agents and direct. On the basis of region, it is analyzed across North America, Europe, Asia-Pacific, and LAMEA. 

As per age, the Generation Y segment dominated the community based tourism market in 2022 and is anticipated to maintain its dominance throughout the forecast period. Generation X has recently shown a preference for wellness tourism and community-based travel. In addition, people of this age are more inclined to explore local communities and cultures in search of true and meaningful experiences. Moreover, they are at the family life stage and value family vacations.  CBT can be a desirable alternative for family travel as it frequently offers a secure and immersive atmosphere for kids to learn about diverse cultures and places. They are the largest generation, and they travel the most frequently each year. Millennials today favor unique experiences over materialistic purchases. In addition, Generation Y is very environmentally sensitive while searching for one-of-a-kind experiences, which is why community-based tourism has become very popular with this group. 

BY TRAVELER TYPE 

On the basis of traveler type, the group segment dominated the community based tourism market in 2022 and is anticipated to maintain its dominance throughout the forecast period. Owing to the concerns about safety when visiting unknown and new places, tourists prefer to travel in groups. The group can also be a family group, a group of friends, a getaway for a couple, a group of students, a group from a company, a pilgrimage group, a wellness group, or a tour group. Moreover, the reduced costs associated with group travel entice visitors to choose it. In addition, shared experiences and interests help people bond extremely fast.  Group travel is significantly more convenient, secure, and cost-effective when compared to individual travel. Group reservations are frequently made concurrently with their trip arrangements, which may include logistics, lodging, and transportation. Furthermore, traveling in a group is more affordable than traveling alone because food, transportation, activities, and lodging expenses are split between the groups. 

BY SALES CHANNEL  

On the basis of sales channel, the travel agent segment dominated the community based tourism market in 2022 and is anticipated to maintain its dominance throughout the forecast period. The travel agents are leaders in the creation of personalized tours. The companies are seasoned advisors with extensive local knowledge who provide recommendations and first-hand knowledge for creating custom excursions. The operators also collaborate closely with a local representative in the country of destination. In recent years, the trend toward custom tours has expanded, which has raised demand for travel companies and agencies. Since travel agents are professionals in destination research and selection and work with community-based tourism operators to ensure a seamless journey, their demand has expanded in the market for community-based tourism. Furthermore, they commit themselves to educating the visitors about the fundamentals of CBT as well as the customs and expectations of the host society. 

BY REGION  

On the basis of region, Asia-Pacific is predicted to dominate the market with the largest share during the forecast period (2023-2032). In the market for community-based tourism, Asia-Pacific is both the largest and one of the fastest expanding regions. The presence of a sizable millennial population, along with rise in disposable income and improving infrastructure, has led to significant growth in the market share of outbound tourists from the Asia-Pacific area. Moreover, Asia-Pacific is renowned for its rich cultural diversity and alluring travel locations. The countries with the highest outbound travel concentrations among those with higher household incomes are China, Japan, Australia, and India. Over 73% of all outbound travel is accounted for by households earning more than $10,000 per year, according to data on household income. This might be linked to  rapidly expanding economy of the Asia-Pacific region and the influx of new work possibilities. The aforementioned factors have boosted the community based tourism market growth in Asia-Pacific.  

COMPETITION ANALYSIS 

The major players analyzed for the community based tourism industry include G Adventures, Intrepid Travel, Local Alike, Village Ways, Elevate Destinations, Responsible Travel, Community Homestay Network, The Blue Yonder, Wilderness Travel, and WANDERLUST INDONESIA.  

The organizers of community-based tourism (CBT) have enhanced their competitiveness by prioritizing authenticity, sustainability, and local empowerment. They offer travelers immersive, high-quality experiences that enable cultural exchange and a deeper understanding of the destination and make investments in R & D to gain insight into new aspects of tourism.  Moreover, education and awareness, as well as active community involvement, are fundamental aspects, ensuring visitors leave with enriched perspectives. In addition, strategies such as effective marketing, unique selling points, and collaborations with stakeholders have been followed to expand market reach.  CBT initiatives have differentiated it in the market and appeal to travelers seeking meaningful and authentic journeys by promoting responsible tourism practices, fostering economic development within local communities, and providing memorable and responsible adventures. 

The market for community based tourism is anticipated to expand due to a rise in demand for sustainable travel, consumer preference for authenticity, and a shift toward responsible tourism. In addition, factors such as innovation, collaboration, product launch, and expansion is opportunistic for market growth.‐¯ 

Key Benefits For Stakeholders

• This report provides a quantitative analysis of the market segments, current trends, estimations, and dynamics of the community based tourism market analysis from 2022 to 2032 to identify the prevailing community based tourism market opportunities.
• The market research is offered along with information related to key drivers, restraints, and opportunities.
• Porter's five forces analysis highlights the potency of buyers and suppliers to enable stakeholders make profit-oriented business decisions and strengthen their supplier-buyer network.
• In-depth analysis of the community based tourism market segmentation assists to determine the prevailing market opportunities.
• Major countries in each region are mapped according to their revenue contribution to the global market.
• Market player positioning facilitates benchmarking and provides a clear understanding of the present position of the market players.
• The report includes the analysis of the regional as well as global community based tourism market trends, key players, market segments, application areas, and market growth strategies.

  Community Based Tourism Market Report Highlights

Analyst Review

Travelers nowadays have opted for unique and exotic holiday destinations, to get away from the daily hectic schedule and gain valuable experiences. Pristine, quiet, serene, and exotic locations are the major factors that people consider while choosing their travel location. As a result, natural and unadulterated destinations with authentic culture are gaining high traction among travelers, especially among millennials. The growth in tourism industry has exerted high pressure on natural resources and experience. As a result, focus on maintaining environmental integrity and developing community based tourism in an ecologically sustainable manner remains a priority for the engaged stakeholders.  

Various initiatives by governments for facilitating tourist access and improving the destination experience are in place in order to promote and expand community based tourism. PPPs can be an effective tool for tourism product enhancement and development, along with research, promotion, and marketing. From social collaboration to major infrastructure and development projects, public-private partnerships can play a vital role in transforming community based tourism.  

• Community Tourismsolo Travelgroup Travelvillage Travel

The company profile has been selected on the basis of revenue, product offerings, and market penetration.

Asia-Pacific holds the maximum market share of the Community based tourism market.

The market value of the Community based tourism market in 2022 was $ 608,850 million.

The major players analyzed for the community based tourism industry include G Adventures, Intrepid Travel, Local Alike, Village Ways, Elevate Destinations, Responsible Travel, Community Homestay Network, The Blue Yonder, Wilderness Travel, and WANDERLUST INDONESIA.

The base year calculated in the Community based tourism market report is 2022.

The group segment is the most influential segment in the Community based tourism market report.

The forecast period in the Community based tourism market report is 2023 to 2032.

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Community Based Tourism Market

Global Opportunity Analysis and Industry Forecast, 2023-2032

What Is Community-Based Tourism? Definition and Popular Destinations

CBT provides communities with the opportunity to play a lead role in their own tourism industries.

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Community-based tourism is a type of sustainable tourism where residents invite travelers to visit or stay in their communities with the intent to provide an authentic experience of the local culture and traditions. These communities are often rural, economically struggling, or living below the poverty line, and community-based tourism (CBT) gives them the opportunity to take full ownership of their area’s individualized tourist industry as entrepreneurs, managers, service providers, and employees. Most importantly, it ensures that the economic benefits go directly towards local families and stay within the community.

Community-Based Tourism Definition and Principles

In 2019, travel and tourism accounted for one in four new jobs created worldwide, while international visitor spending amounted to $1.7 trillion, or 6.8% of total imports, according to the World Travel and Tourism Council. Surveys show that travelers are becoming more interested in sustainable travel trends and supporting small businesses and unique communities. An American Express poll of travelers in Australia, Canada, India, Japan, Mexico, and the U.K. found that 68% plan to be more aware of sustainable travel companies, while 72% want to help boost tourism revenue in the local economies of the destinations they visit.

While CBT is a form of sustainable tourism, it differs slightly from ecotourism and voluntourism . Rather than focusing specifically on nature or charity, CBT is meant to benefit the community and its environments as a whole. From the traveler’s perspective, CBT offers the chance to immerse oneself in local culture and participate in a completely unique tourism experience.

Responsible Travel , a UK-based activism company that has fostered sustainable travel opportunities since 2001, says that CBT can enable tourists to discover cultures and wildlife they might not have experienced in traditional travel situations. “For many, there is nothing like bridging centuries of modern development and making a connection with people whose lives are so very different to our own,” the organization writes. “And those of us privileged enough to have visited, and listened properly, will have discovered that traditional communities often have far more to teach us about our society and our lives than we can teach them about our world.”

CBT is often developed by the destination’s local government but can also get assistance from nonprofits, other community members, private funding, or even partnerships with travel companies. Most of the time, community-based tourism projects are successful due to cooperation between the community and some kind of tourism expert.

For example, in Madi Valley, Nepal, the Shivadwar Village community reached out to the nonprofit World Wildlife Fund ( WWF Nepal ) for help in 2015. The wild animals living in the famous Chitwan National Park were causing issues for the surrounding villages by wandering into their agricultural lands and damaging crops, limiting income and employment opportunities for the residents living in the popular national park’s buffer zone . WWF Nepal was able to apply for funding through their Business Partnership Platform and partnered up with travel company Intrepid to help the village develop a community-based tourism project. Today, 13 out of the 34 homes in Shivadwar Village operate as homestays, with the income going directly to the families.

Pros and Cons

When community members see that tourists are spending money to experience their traditional ways of life, it can empower them to help keep mass exploitative tourism from entering their communities. However, each situation is unique, and there is always room for advantages and disadvantages.

Pro: CBT Stimulates the Economy

A successful CBT program distributes benefits equally to all participants and also diversifies the local job market . Even community members not directly involved with homestays may also act as guides, provide meals, supply goods, or perform other tourism-related jobs. Women in the community are often responsible for the homestay components of a tourism program, so CBT can help create new spaces for women to take on leadership positions and even run their own businesses in underdeveloped communities.

Con: There’s a Potential for Benefit Leaking

Economic leakage happens when money generated by a certain industry, in this case tourism, leaves the host country and ends up elsewhere. According to a study conducted in the Muen Ngoen Kong Community of Chiang Mai, Thailand, some community members felt that “profit from tourism often does not filter down to the local economy and the costs they incurred far outweigh the benefits.” In this case, locally owned small businesses were also operating against stronger international competitors.

Pro: Environmental Conservation

CBT can help create alternative income for communities and less economic dependence on industries that can harm the region’s biodiversity, such as illegal logging or poaching. Members of the Chi Phat Commune in Cambodia, for example, went from relying on logging within Cambodia’s Cardamom Mountains to generating income through sustainable family-run ecotourism businesses with help from the Wildlife Alliance .

Con: It’s Not Always Successful

If the CBT project doesn’t have a clear vision or management strategy from the start, it runs the risk of failing, which could be catastrophic for an underdeveloped community that has already invested time, money, or energy into the project. Successful CBT projects bring communities together with tourism experts who know how to operate in these unique situations.

Pro: CBT Can Help Preserve Cultures

Employment opportunities in CBT don't only provide members with valuable social skills and training, but also can prevent younger generations from leaving their own communities in search of work in larger cities. At the same time, the community will recognize the commercial and social values that tourism places on their natural heritage and cultural traditions, helping foster the conservation of these resources even further.

Community-Based Tourism Destinations

Thanks to the increasing popularity of sustainable tourism and greater accessibility to resources like the internet, small communities and travel experts are continuing to come together to create successful CBT programs.

Chalalan Ecolodge, Bolivia

The Chalalan Ecolodge is a joint indigenous community tourism initiative of the rainforest community of San José de Uchupiamonas and Conservation International (CI) in the Bolivian Amazon. Created in 1995 by a group of villagers and supported by CI through training in skills like management, housekeeping, and tour guiding, Chalalan is the oldest community-based enterprise in Bolivia. By February 2001, the indigenous community received full ownership of the property from CI and now directly supports 74 families.

Korzok, India

Known as the highest permanent civilization on Earth, Korzok village in Ladakh, India, rests at an altitude of 15,000 feet. Although the main source of income for most families here comes from pashmina, the village has developed a CBT model based on homestays with younger community members earning jobs as porters, cooks, and tour guides. During the tourist season from June to September, the occupancy rate for homestays is 80%, earning each family an average of $700 to $1,200 during those four months. For comparison, the average yearly income from pashmina ranges between $320 and $480, making CBT much more lucrative.

Tamchy, Kyrgyzstan

The Central Asian republic of Kyrgyzstan has fully embraced CBT as a tool for growth. The Kyrgyz Community Based Tourism Association has developed 15 different diverse CBT programs around the country, helping to organize and train remote mountain communities in tourism to help improve their economies and living conditions. One of the most successful is the tiny village of Tamchy, found right next to Issyk-Kul, the biggest lake in Kyrgyzstan and one of the largest mountain lakes in the world. The people of Tamchy welcome tourists to stay with them in traditional yurts and homestays while learning about the unique culture there.

Termas de Papallacta, Ecuador

Back in 1994, a group of six Ecuadorians from the small village of Papallacta village in Napo Province purchased a property that included natural thermal pools. The village is on the road to the Amazon from Quito, so it was a popular route but without much draw for tourism outside of that. The property started as a small spa and accommodation space for travelers but has since grown into the country’s most popular thermal wellness resort and one of the largest employers in the area. Termas de Papallacta also runs an independent foundation that helps train the local community in environmental issues and is certified by the Rainforest Alliance.

" Economic Impact Reports ." World Travel and Tourism Council .

Lo, Yu-Chih and Janta, Pidpong. " Resident's Perspective on Developing Community-Based Tourism- a Qualitative Study of Muen Ngoen Kong Community, Chiang Mai, Thailand ." Frontiers in Psychology , vol. 11, 2020, pp. 1493., doi:10.3389/fpsyg.2020.01493

" Chalalan Eco-Lodge, Bolivia: Equator Initiative Case Study Series ." United Nations Development Programme .

Anand, Anupam, et al. " Homestays at Korzok: Supplementing Rural Livelihoods and Support Green Tourism in the Indian Himalayas ." Mountain Research and Development , vol. 32, no. 2, 2012, pp. 126-136., doi:10.1659/MRD-JOURNAL-D-11-00109.1

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Community tourism boom: 14.1% CAGR by 2032, led by travel agents

Friday, February 2, 2024 Favorite

The community-based tourism market saw a valuation of $575.9 billion in 2022, with an estimated surge to reach $2136.8 billion by 2032, marking a considerable rise from its value of $136.8 billion in 2023. This information is detailed in the recent report by Allied Market Research, titled “Community Based Tourism Market.” The report delves into various facets, including key investment areas, successful strategies, driving forces, opportunities, market size projections, competitive landscape, and evolving trends.

Sustainable tourism encompasses community-based tourism (CBT), which actively involves local communities in every aspect of the tourist experience. Emphasizing the preservation of cultural heritage, environmental protection, and empowerment of local residents, CBT offers authentic and immersive cultural encounters to tourists. Local involvement is integral to CBT, with residents playing active roles in decision-making, planning, and managing tourism-related activities.

CBT aims to create a mutually beneficial scenario where travelers enjoy enriching experiences, while communities thrive economically and socially. Prioritizing economic benefits for the community, environmental conservation, and the preservation of cultural traditions, CBT has gained attention for its potential to reduce poverty, promote ethical travel practices, and foster a deeper understanding of diverse cultures.

Government initiatives facilitating tourist access and enhancing destination experiences, along with public-private partnerships (PPPs), play a crucial role in promoting and expanding community-based tourism. These partnerships can effectively contribute to tourism product enhancement, development, research, promotion, and marketing.

The community-based tourism market analysis considers age, traveler type, sales channel, and region. Segmentation by age includes Generation X, Generation Y, and Generation Z. Traveler type is bifurcated into solo and group, while sales channels are categorized as travel agents and direct. The analysis based on regions encompasses North America, Europe, Asia-Pacific, and LAMEA.

In terms of age, the Generation Y segment held the largest market share in 2022, accounting for over two-fifths of the CBT market revenue. This segment is expected to maintain its dominance throughout the forecast period, driven by Generation Y’s inclination toward wellness tourism, community-centered travel, and a preference for genuine cultural interactions.

Regarding traveler type, the group segment captured more than four-fifths of the CBT market revenue in 2022 and is projected to sustain its leadership. Group travel, encompassing family, friends, couples, students, corporations, pilgrimage, and wellness groups, is favored for its cost-effectiveness, safety, and practicality.

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Sales channel analysis reveals that travel agents held the highest market share in 2022, accounting for over four-fifths of the CBT market revenue. Travel agents, serving as seasoned advisors with extensive local knowledge, are in demand due to the growing popularity of custom tours and the assurance of a smooth vacation experience.

Regionally, Asia-Pacific dominated the community-based tourism market in 2022 and is expected to maintain its position during the forecast period. The region’s growth is attributed to a sizable millennial population, rising disposable income, improved infrastructure, and rich cultural diversity. Key players in the community-based tourism industry include G Adventures, Intrepid Travel, Local Alike, Village Ways, Elevate Destinations, Responsible Travel, Community Homestay Network, The Blue Yonder, Wilderness Travel, and WANDERLUST INDONESIA.

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Entering the European market for community-based tourism (CBT)

Europeans are increasingly seeking authentic travel experiences that have a positive impact on the communities they visit. Community-led projects must also be sustainable and while luxury is not required, for homestays there are basic standards that must be met. In Europe, CBT experiences appeal to a wide range of demographics and the key sales channels include tour operators, online travel agents (OTAs) and direct sales. The number and range of CBT experiences is increasing throughout Asia, Africa and Latin America, and there are many associations working alongside communities to promote unique, authentic experiences to a broadening consumer base.

Contents of this page

• What requirements must community-based tourism comply with to be allowed on the European market?
• Through what channels can you get community-based tourism products on the European market?
• What competition do you face on the community-based tourism market?
• What are the prices for community-based tourism products?

1. What requirements must community-based tourism comply with to be allowed on the European market?

By law, the European tour operator market must comply with a number of regulations to ensure their clients are safe and financially protected when travelling. To do business with the European market, you have to meet their expectations and align your business processes with theirs. They will expect you to meet conditions they set in a code of conduct and/or terms of business. As sustainability in all areas of tourism services is mandatory for all European tourism suppliers, you must embed sustainability in your business.

What are the mandatory and additional requirements that buyers have?

The mandatory and additional requirements for community-based tourism (CBT) tourism services are the same across the sector. They include:

• The European Package Travel Directive
• General Data Protection Regulation (GDPR)
• Liability Insurance and Insolvency Protection

You can learn more in the CBI study What are the requirements for tourism services in the European market ? This study helps you understand the legal, non-legal and sector-wide requirements that European tour operators have to comply with. If you know these requirements and can adapt your business to meet their needs, they will be more likely to do business with you. It is important that European buyers can trust their suppliers to meet their own and their customers’ needs.

Embedding sustainability

Making sure your tourism business is sustainable is a key and urgent step. The purpose of sustainable tourism is to increase the benefits and reduce the negative impacts of tourism. Sustainable tourism includes:

• Protecting the natural environment, wildlife and its habitats and other natural resources when planning, developing and managing tourism activities.
• Providing tourist experiences that are authentic, so that distinctive culture and heritage are preserved and celebrated.
• Empowering local people and communities through employment, economic independence and skills development.
• Sustainable tourism and CBT are also closely aligned with regenerative tourism. This refers to tourism practices that leave a place in better condition than it was before. The CBI study on regenerative tourism explores this concept of ‘building back better’.

The EU Green Deal was launched in 2019 with an important package of actions to make Europe the first climate-neutral continent by 2050. This directly affects SMEs in developing countries that want to sell their products on the European market as they have to meet higher sustainability standards to satisfy the criteria. Read the CBI study The EU Green Deal – How will it impact my business? to understand how the EU Green Deal will impact your business.

As a consequence of the EU Green Deal, more and more European tour operators will only work with suppliers that are certified or can provide sustainability credentials. For instance, the German tour operator ASI Reisen intends to work only with sustainably-certified suppliers as from 2024. You can read how they describe their sustainability philosophy in figure 1 below.

Sustainable tourism is directly related to CBT. If you do not put sustainability at the centre of your community-based business, you will not succeed in this niche.

Figure 1: ASI Reisen – sustainability philosophy

Source: ASI Reisen

• Download the detailed CBI study How to be a sustainable tourism business . It provides an explanation of what sustainable tourism is, details of sustainability certification schemes and some practical advice on how to make your business sustainable.
• Consult the CBI study 10 tips to go green to learn how to make your business more environmentally friendly.

What are the requirements for niche markets?

Requirements for the CBT niche market are closely linked to sustainability and responsible tourism. Important requirements are establishing standards, possibly applying for sustainability certification and good management. Building strong partnerships and working with other organisations that have expertise in the CBT sector is also important for CBT success.

However, not all CBT is the same and you have to define what your project is. For instance:

• Is the community in an area of rich biodiversity, offering birding, fungi or flora tours?
• Is it in an area with rich cultural heritage, showcasing traditional lifestyles?
• Is it involved in wildlife conservation in national parks?
• Who is your experience suited for? For example, for families with young children or teenagers?

Defining your offering is important because you need to know who to target in order to market your product effectively. For examples, take a look at some of CBI’s niche market reports such as on bird watching , cultural tourism , ecotourism , food tourism and wildlife tourism .

International standards and certifications

The Global Sustainable Tourism Council (GSTC) has developed the globally recognised baseline standard on which many other internationally recognised sustainable tourism standards are based. One of the best-known examples is Travelife for Tour Operators , which is widely recognised in Europe. It is also a more affordable certification scheme for SMEs in developing countries.  

Travelife for Accommodation Providers is an equivalent scheme for tourism accommodation providers.

The Good Travel Seal focuses on practical sustainability requirements that are easy for smaller businesses to manage, and is less costly to implement. It provides a business performance scorecard to share with tour operators and guests. It is a good starting point for tourism businesses and community organisations aiming to be certified at GSTC level.

The International Standards Organisation (ISO) has a range of standards for the tourism sector. ISO 21401:2018 – Sustainability management system for accommodation establishments supports accommodation providers of all sizes to improve their environmental impact, promote social interactions and make positive contributions to local communities.

Many countries have developed their own standards for CBT or published handbooks to support communities that want to set up their own projects. These all offer good tips, hints and ideas for communities and stakeholders involved in CBT planning and in developing and managing CBT projects.

• ASEAN Community Based Tourism Standard (PDF) – the Association of Southeast Asian Nations (ASEAN). A comprehensive standard that can be applied to different types of CBT projects. It helps communities understand the quality of service needed to assure tourists a consistent level of quality and service across all ASEAN-endorsed CBT activities.
• Community-Based Tourism Enterprise Handbook (PDF) – Caribbean Tourism Organisation. Provides information about how to start, operate and promote a CBT business in the Caribbean.
• Community Based Tourism Partnerships – Handbook for Tour Operators (PDF) – Thailand Community-based Tourism Network Coordination Center and Thailand Community-based Tourism Institute. This guide is for tour operators looking to support and market CBT projects.
• Community-Based Tourism Facilitation Manual – International Trade Centre. A useful manual that takes you through the steps needed to create a CBT project. Also see the infographic below.
• Community-Based Tourism Social Innovation Playbook – United Nations Development Programme (UNDP) Accelerator Lab, Thailand. This toolkit was published in August 2022 and is designed to help communities already involved in CBT develop their programmes to be more sustainable and resilient. It outlines three clear steps: assessing and learning from the past, looking towards the future and putting plans into action.
• Handbook on Community Based Tourism – How to Develop and Sustain CBT (PDF) – Asia-Pacific Economic Cooperation (APEC). Developed to guide stakeholders in deciding if CBT is suitable for a community and can be sustained long-term.
• Myanmar Community-Based Tourism Standards – Myanmar Ministry of Hotels and Tourism (MOHT). CBT is widespread in Myanmar and these standards were established to support communities setting up CBT projects in different local situations. Minimum standards and levels of rights, capacity and quality together serve to strengthen confidence for stakeholders and visitors.
• Responsible Community Tourism Development Manual Part 1 (PDF)PDF and Part 2 (PDF) – Planeterra. Provides a strategic approach to developing a CBT project and uses real-life experiences to illustrate development.
• Vietnam Community Based Tourism Handbook (PDF) – WWF Vietnam, and ESRT Programme. Designed as a practical reference guide. Covers each stage of project development and gives practical tools and tips. For communities, organisations that support communities and private sector organisations seeking to partner with communities.

Figure 2: Steps to develop a CBT project

Source: Community-based Tourism Facilitation Manual, International Trade Centre

• Study the examples mentioned above to learn more and see what you can adapt for your CBT project.
• Consider getting some online training in sustainable tourism. The International Trade Centre offers free Community-based Tourism Training of Trainers (CBT-TOT) , with three online courses a year. Participants receive a certificate upon completing the online final test with a pass score of 70% or higher.
• Communicate your standards and sustainable actions to visitors so they know they are making a valuable contribution.

Invest time to develop partnerships

Partnerships are important in CBT and offer communities many benefits. Generally, the most successful CBT projects are developed by communities and other organisations working together. Partners can help in a number of ways. For example, by applying for funding for infrastructure projects, training, marketing expertise and networking. Partners in the CBT sector can include community organisations, tourist boards, tour operators, development agencies and also other local communities.

The Vietnam Community Based Tourism Network (VCBT-N) is an example of an association that helps local communities develop CBT programmes . Their website lists a wide range of network-supported programmes that are open for visits. Another example is the Kyrgyz Community Based Tourism Association (KCBTA) , which unites 15 communities in providing unique tourism experiences.  

The WWF is an example of an international NGO that partners with communities all over the world. Read about some of the projects with communities that they support.

Planeterra has launched a new Global Community Tourism Fund . This fund provides small grants and mentors community tourism organisations to help them develop quality CBT experiences. Contact them to find out if you are eligible to apply.

• Find out if there is a CBT association in your country and contact them. They may have a website. CBT associations are keen to find and work with local communities and will be happy to hear from you.
• Make a list of other potential partners, including local tour operators, hotels, the tourist board and wildlife and/or conservation organisations. Who you include will depend on the community initiatives you want to develop, such as conservation, wildlife tours/management, volunteering, coffee/chocolate/fishing or other kinds of tours, the local economy and local handicraft skills. 
• Find out if there are other local communities nearby that are already offering or planning to set up a CBT programme that you could partner with.
• Join Planeterra , the Global Community Tourism Network that helps CBT organisations and projects develop their business. It is free to join and gives you access to online learning and a network of similar businesses around the world.

Practical requirements for authentic CBT projects

The most important requirement for CBT projects is that they are authentic and real. This means the experiences you offer visitors must accurately reflect the community’s lifestyle, culture and traditions. CBT projects must offer a warm welcome and interesting cultural and nature-based experiences delivered with confidence by local people. Inspiring storytelling can make or break a CBT experience.

CBT travellers are looking for immersive experiences in cultures that are different from their own through hands-on, unique experiences. However, it is crucial to them that their tourism contribution has a measurable positive impact on the local community and does not negatively impact the environment or offend any local cultures or customs.

The below tips from a CBT marketing expert can help to understand how to deliver an immersive experience through the stories you tell.

Figure 3: Top tips for ethical marketing through community storytelling

Source: Elisa Spampinato, Communication and Marketing Consultant for CBT Projects, Traveller Storyteller

CBT projects should be well-located and accessible. Ideally, they lie within 90 minutes of existing tourism routes, as CBT travellers often like to do a variety of activities on one trip. If you can offer or provide access to additional activities outside your CBT project, it may enhance visitor satisfaction. Examples include:

• Guided trips to a local wildlife park or other animal encounters.
• Visits to local attractions such as historic and/or archaeological sites or museums.
• Access to trekking, hiking and/or cycling trails in local parks or nature reserves.
• Visits to local festivals, markets or other local CBT projects.
• Access to soft and hard adventure activities, either land-based or water-based depending on where your project is located. For example, bungee jumping, canoeing/kayaking activities, balloon safaris, sandboarding, rafting and cruising.
• Nature-based activities such as turtle watching, birdwatching, trips to hot springs and fishing.

For CBT experiences including accommodation, it is important to CBT travellers where they sleep at night. It need not be luxurious, but has to be of a good simple standard as well as safe and secure. A high level of cleanliness is essential. Basic facilities are acceptable as long as you provide the following minimum standards:

• Beds must have a mattress and pillows with clean bed linen and towels provided. Provide a mosquito net if possible and necessary.
• For CBT travellers on all budgets, access to private and clean bathroom facilities is essential. Toilets must be in good working order. 
• Provided they are clean, more basic sanitary facilities are acceptable, such as a ‘hole in the ground’ toilet and a bucket of water for showering/washing.
• For CBT travellers on high-end holidays, accommodation and facility standards need to be higher. Accommodation may have to be purpose-built and bathroom facilities provided en-suite. Make sure you know which type of travellers your facilities cater to.
• Any food provided should be simple, locally produced/grown and safe to consume. Do not serve food that imitates European (or any other international) cuisine, though you can adjust dishes to European tastes if it may be too spicy.
• Provide vegetarian and vegan options if you can. Vegetarianism and especially veganism are growing trends in Europe today.
• Always ask visitors for feedback on your CBT experience and to rate it from bad to good. This lets you address any problems, make changes and get good ideas. It is important to know if visitors felt your experience to be authentic and satisfying and could see how the community benefits.
• For more tips and advice about setting up a CBT project, download and read the Operational Guidelines for Community-Based Tourism in South Africa (PDF). This helpful, detailed guide provides a step-by-step approach to developing a CBT programme.

2. Through what channels can you get community-based tourism products on the European market?

How is the end market segmented.

CBT travellers are often described as ‘adventure tourists’. They like immersive, authentic experiences and learning about different cultures and lifestyles. CBT travellers cross all the main consumer groups of baby boomers (born between 1946 and 1964), Gen X (born between 1965 and 1980) and millennials/Gen Y (born between 1981 and 2000). Their behaviours differ according to how much money and time they have to spend on travel.

To learn more about CBT and adventure travellers, download the CBI study, The European market potential for community-based travel , and see Section 1: Product description and end-market segmentation and consumer behaviour .

Through what channels do community-based tourism products end up on the end market?

The main sales channels for CBT products to the European market are local tour operators and other tourism organisations, and direct sales online or offline. Indirect sales are made via European tour operators and online travel agents (OTAs).

Figure 4: Sales channels for CBT products

Source: Acorn Tourism Consulting

Direct sales are sales made by communities through websites or by phone or walk-in sales. These are often homestays and ecolodges. For instance, Casitas Tenorio B&B in Costa Rica.

CBT experiences are often sold at the destination to CBT travellers through local tour operators, local destination management organisations (DMOs) and CBT tourism organisations. Examples of specialist CBT organisations include Boliviandando , the Bolivian Network of Community Solidarity Tourism, and COBATI , the community-based initiative of Uganda. European tour operators often work with these organisations to add CBT experiences to a trip.

Indirect sales are sales made to European tour operators, OTAs and other associations or groups, which then sell them to European travellers.  

European tour operators often package CBT experiences in scheduled or tailor-made tours. Buyers usually work with a local CBT organisation or DMO in the destination. See the table below for examples of European tour operators that sell CBT experiences in key source markets. The UK has the biggest market for operators specialised in cultural and adventure trips.

OTAs are the fastest growing sales channel for travel experiences. There are many of them and so it is a large competitive market. Two of best known are Viator and Airbnb Experiences , which promote many CBT and local experiences. See the table below for OTAs specialised in CBT and responsible tourism.

Other associations/organisations that serve the SAVE (scientific, academic, volunteer, education tourism) and ecotourism sectors are also good sources for buyers. BETA (the British Educational Travel Association) connects many SAVE travellers with the UK travel sector.

Table 1: Examples of European tour operators and OTAs that sell CBT

• Read the CBI study on the European market potential for community-based tourism   to learn more about the European market. You will see that Germany, the UK and the Netherlands are your major markets.
• Learn more about European tour operators that sell CBT as part of wider adventure trips. Consult the CBI study ‘Entering the European market for adventure tourism’, and read the section: Through what channels can you get adventure tourism products on the European market ?
• Read the CBI study on the European market potential for SAVE tourism to learn more about this niche market.

What is the most interesting channel for you?

All the channels named above are worth exploring, depending on the market you want to sell to. Read more about the target segments and use the CBI guides to help you:

• Opportunities on the European FIT market
• Opportunities on the European SAVE market
• Opportunities on the European ecotourism market

OTAs are the quickest route to market but you will have to do your research before doing business with them. You can learn more in the detailed CBI study How to work effectively with OTAs ?.

Tips for preparing to sell CBT tours to European adventure operators

If your business is a local tour operator or organisation that provides trips to CBT projects, it is important to know the communities well and build strong relationships with them. To do business with a European tour operator, your expert knowledge of communities you want to promote is the key to your success.

For communities that offer CBT experiences, tourism is usually an additional activity they do on top of necessary daily work such as farming and harvesting. Buyers will want an assurance that the community is not neglecting its everyday running in favour of tourism. If that happens, the experience will lose its value and purpose for both the community and visitors.

Some things you need to do to become fully informed about the communities you plan to work with include:

• Before you visit the community, learn as much as possible about it and the region so you have a clear picture of where it is located and what other attractions may be located nearby. 
• Make sure you understand the project’s key objectives, such as generating income, empowerment of women, conservation, language learning or promoting youth culture.
• Assess the main CBT activities offered and their duration. Are there any seasonality issues, such as tides or periods of heavy rainfall, such as monsoon?
• Ensure that guides are suitably trained and find out what languages they speak. Ask them to take you on a tour so you can see what your customers will be experiencing.
• Visit the accommodations to check if they are up to European customer standards.
• Try the food and ask for assurances that it is locally produced, seasonal and safe to eat. If the region’s traditional food is very spicy, you might encourage the community to make it less spicy for European tastes. 
• Check out local transportation, if it will be used, to determine the safety and reliability. 
• Confirm capacity for tours and accommodation.
• Ask about do’s and don’ts for every community, so you can pass this on to your customers. It is important that European visitors respect a community’s culture. For instance, there may be some European behaviours, such as inappropriate clothing or taking lots of photographs, that may be offensive to the community.
• Make sure you can quickly respond to queries, including enquiries and bookings. Aim for a response time of no more than 48 hours (2 days).
• Learn more about working with European tour operators. Read the CBI studies 10 tips for finding buyers and 10 tips for doing business .
• Research and make a list of the OTAs most relevant for you and find out how to get your experience listed. As well as the CBI study on How to work effectively with OTAs, take a look at the arrival guide on Working with OTAs (PDF).
• If you are a food experience operator, apply to list your experience on the ResiRest platform, which sells experiences to international tour operators.
• Build a website, if your business does not have one already. It is common nowadays to use online website builders, who are easy to use and cost-effective. Europeans rely on the internet to find and book trips, so having your own website will give you a competitive advantage. Read the CBI study How to be a successful tourism company online ? to learn more. A Facebook business page is a useful first step while building your website.

3. What competition do you face on the community-based tourism market?

Which countries are you competing with.

CBT is offered in many countries throughout Africa, Asia and Central and South America. This report highlights Colombia, Costa Rica, Kenya, India, Uganda and Vietnam as some of the top competing countries. However, you should also consider other destinations that have successful CBT programmes. They include Bhutan, Cambodia, Chile, Ethiopia, Guyana, Indonesia, Kyrgyzstan, Laos, Myanmar, Palau, Peru, South Africa and Tanzania.

Table 2: International tourist arrivals to competing destinations by source market, 2019

Source: UNWTO; *2017 arrivals, last available data

After many decades of conflict, tourism is now flourishing in Colombia. During the period of stability since the peace deal in 2016 it has become one of South America’s most popular emerging destinations. In 2019, there were a record 4.5 million visitors. By the first quarter of 2022, this number had recovered to 77% of 2019 levels. The new government plans to diversify the economy, targeting the environment and conservation as major growth sectors, with a focus on nature, culture and CBT.

Communities are at the forefront of Colombia’s tourism development. Many rural and urban communities are getting involved in CBT initiatives to tell stories about their past and share their vibrant culture. CBT is proving transformational to communities affected by war, and it is now possible to visit areas that were once guerrilla territory. Ex-FARC members are also getting involved in tourism. This is a good example of how tourism can contribute to peace.

The national tourist board website has dedicated pages for Community Tourism and Culture experiences and promotes the friendliness and warmth of the local people. This presents local life as a key reason to visit Colombia. The website is also available in several languages, including Spanish, English, German and French, making it very accessible to Europeans.

Costa Rica was an early pioneer of CBT, alongside ecotourism, where it is commonly referred to as community-based rural tourism (CRT). The country is one of the world’s leading destinations for community-based ecotourism (CBET), which is characterised by ecolodges in areas of high biodiversity.

The combination of incredible environmental biodiversity and vibrant culture makes Costa Rica a compelling CBT destination. It was also one of the first countries to develop its own sustainability certification programme (CST) , which meets GSTC standards. Improving the quality of life for local communities is embedded in the programme.

There were 3.1 million international tourist arrivals in Costa Rica in 2019. 91% of visitors report culture as their top reason for visiting the country and a growing number of them are taking part in authentic cultural activities. Typical examples include homestays and staying in ecolodges, learning about local rural traditions such as the oxcart, nature conservation and experiences with indigenous communities. Read more about how rural tourism in Costa Rica supports local communities .

Kenya has been developing CBT for many years and it is closely related to ecotourism and community-driven conservation. Kenya is best known for wildlife and safaris. This market has evolved to become a conservation-based business model that involves and empowers local communities to care for the land and the animals living there.

Today, there are many examples of excellent programmes that put communities and the future of wildlife and habitats at the forefront of their business. Increasingly, travellers to Kenya are seeking cultural and CBT experiences off the beaten track.

There are many organisations that support CBT in Kenya. Ecotourism Kenya is Kenya’s leading sustainable tourism organisation and has been involved in CBT development for many years. It works to support the integration of CBT into mainstream tourism, helping communities build capacity and explore ideas for tourism within their local areas. The Kenya Community Based Tourism Network (KECOBAT) and the Federation of Community Based Tourism Organisations (FECTO) were established by conservation NGOs. The Kenyan Association of Tour Operators (KATO) has a strong focus on ensuring members operate sustainably.

Responsible tourism has been embedded in India’s official tourism policies for many years. CBT is more commonly referred to as ‘rural tourism’ in India. The Rural Tourism scheme began in the early 2000s to highlight rural life, art, culture and heritage in rural locations and villages and directly benefit communities. Today, villages all over India have rural tourism initiatives to benefit from tourism and interact with travellers.

Rural tourism in India encompasses many types of communities and villages. Partnership organisations that support villages with their rural tourism initiatives are vital. Village Ways is both a partner and tour operator and works closely with villages to create the right projects to meet their needs. Sustainability and responsible tourism practices are at the forefront of developing community ownership.

In 2021, the Indian Ministry of Tourism developed a National Strategy and Roadmap for  Rural Tourism . The strategy’s aim is to introduce a new rural circuit as one of 15 themed tourist circuits created under the Swadesh Darshan Scheme in 2014.

Uganda’s tourism offering has been focused on wildlife safaris for many years, but now also includes a growing CBT product. Many rural areas have suffered from agricultural declines in recent years. CBT gives communities opportunities to get involved in and benefit from their natural and cultural heritage.

Uganda has more than 50 indigenous languages. Some regions are kingdoms that value the heritage of chiefdoms, and the country’s many tribes each have their own distinct cultural values. There are many locations for CBT in Uganda, including Bwindi Impenetrable National Park, which is well known for its gorilla population. The Ankole Cultural Centre in Lake Mburo National Park and the salt plains and fishing villages in the Queen Elizabeth National Park are other popular sites.

Examples of CBT associations in Uganda include the Community Based Tourism Initiative of Uganda (COBATI) , an award-winning association that works directly with communities, provides training to women and young people and sets up partnerships, and the Uganda Community Tourism Association (UCOTA) , which works with local tour operators to promote CBT experiences.

Vietnam is a fast-growing tourism destination that welcomed a record 18 million international tourists in 2019. This was one of the highest numbers in the whole Asia Pacific region. Like much of the rest of Asia, which was slow to reopen to tourism after the pandemic, inbound tourism to Vietnam has been slow to recover. Its culture is very diverse and spans 54 ethnic groups and tribes, many of which live in the hills and forests of the northern region.

The Sapa region is home to well-known rural communities and a popular destination for homestays. It has been particularly successful in establishing a flourishing CBT sector. Research shows that 70% of international visitors to the region want to travel around ethnic villages. Alongside CBT, hiking is a popular activity and several routes and trails have been created. Other interesting community activities include ‘Be a Hmong bride for a day’, ‘Be a Dao farmer for a day’ and weaving and cooking contests.

Key takeaways:

• Assess how well your national tourist board promotes CBT and local life. Contact them to ask about listing your project. You could arrange for them to visit the community to see it for themselves.
• If you are setting up a CBT project, find a CBT organisation to partner with. Your national tourism board is a good place to make enquiries.
• Contact CBT organisations in your country. If you are a local tour operator, they can help you promote CBT experiences to buyers.
• Keep in touch with your country’s ministry of tourism to stay up to date about tourism development plans.
• Do your own research into CBT projects in your region to see what you can learn from them.

Which companies are you competing with?

Companies in colombia.

Impulse Travel

Based in Bogota, Impulse Travel works directly with local communities to create tours that are meaningful for visitors and directly benefit communities. The operator works with 20 communities and has generated US$109,365 for them. Its aims for 2025 are to work with 40 communities and generate US$400,000. Tours have been developed around their bespoke HEART concept, which stands for human-centred, economic opportunity, authenticity, regeneration and ‘top notch’ (excellent).

Figure 5: Impulse Travel’s HEART concept

Source: Impulse Travel

Impulse Travel offers a good mix of urban and rural tours. Many have been developed to help communities recover after years of conflict. An example is Weaving Peace, an immersive food tour that also tells the stories of changemakers, chefs and artists. Each tour is fully described and includes information about how it creates impact. This is a great way to assure CBT tourists that their money is making a real difference.

Palenque Tours supports several communities in Colombia, including the Chocó Community Tourism Alliance, located in one of the country’s most biodiverse regions. It also supports urban regeneration projects such as in Medellín’s Comuna 13, once the city’s most dangerous neighbourhood. CBT experiences include visits to cocoa plantations, animal sanctuaries, graffiti tours and jungle trips.  

The operator is committed to sustainable tourism and is certified by TourCert . It is also a member of Colombian tourism organisations such as ACOTUR , Colombia’s Association of Responsible Tourism (website in Spanish only).

Companies in Costa Rica

Rainforest Chocolate Tour is a local tour operator in La Fortuna that operates immersive and authentic tours to learn about the origins of the cocoa bean and its transformation to chocolate through traditional farming methods. The tour covers the history, culture, traditions and flavours of cocoa and is an immersive and hands-on experience. The tour operator promotes sustainability through its support of small business owners and works to promote cultural exchanges and protect biodiversity and community welfare.

The operator is CST-certified and has signed up to Costa Rica’s Code of Conduct to Protect Children and Adolescents from Commercial Sexual Exploitation in Travel and Tourism. This code is based on the Global Code of Ethics for Tourism created by ECPAT International and UNWTO.

MARO Experiences offers a wide range of rural experiences, educational experiences and rural accommodations in Costa Rica. Rural experiences include day trips to farms to learn about coffee or sugar cane farming, and multi-day tours including homestays and community activities during the day.  

The top five most popular experiences are listed on the operator’s homepage, which is a good way to inspire potential visitors. There are also some videos, though only in Spanish. MARO Experiences could reach a wider audience if the videos had English subtitles.

Companies in India

Fernweh Fair Travel is a local operator led and managed by women that offers CBT in the Indian Himalayas. Its key objectives are to empower women, young people and communities and to develop sustainability. Its tours combine nature-based adventures with spiritual activities based on traditional indigenous practices. There are a variety of experiences in different villages, which are delivered by specially-trained women, young people and artisan producers.

This operator offers traditional homestays and a boutique eco-retreat with many additional activities closely aligned with wellness, such as yoga, meditation and ancient Himalayan rituals. Offering experiences that fit with ancient or traditional regional practices is a good idea for CBT operators as it differentiates you from your competitors.

Kabani is a local operator that has been facilitating CBT programmes in Kerala, South India, for more than 10 years. The remote, rural village of Mothakkara faced an uncertain farming future because of climate change and fluctuating crop prices. As the village shifted to a more sustainable farming model, community members were trained by Kabani to offer tourism experiences as a source of additional income for the village.

Five homestays were established, seven guides trained and several workshops for crafts, pottery and music were developed. The village also measured the direct benefits of tourism. In the first year, it welcomed 80 visitors, mostly Europeans, who stayed for a total of 200 nights. There were 140 direct beneficiaries of training and tourism, while another 700 people benefited indirectly from the project via the school and library.

Skills development and knowledge exchange between hosts and visitors was noted to be very beneficial. Another noticeable benefit was the empowerment of village women through their interaction with visitors, which enabled them to develop various skills. Measuring the benefits of your CBT programme is important to identify what is working well and can be improved.

For more examples of successful rural tourism programmes throughout India, read this blog: 15 Ways and Places to Experience Rural India .

Companies in Kenya

The Dunga Beach Ecotourism and Environment Community-based Organisation is a youth-led organisation promoting ecotourism and working to conserve the local environment. The local group engages in activities including wetland monitoring, birdwatching, environmental education and awareness raising. For visitors, they offer guided boat trips, birdwatching, walks and craft sales. The group has an educational focus and mainly serves schools, colleges and universities, both domestic and international.

In operation for 25 years, Il Ngwesi is an ecolodge wholly community-owned by the local Maasai community. All profits from the lodge help to protect the environment and animals living there. The lodge also supports a range of community projects and has received international acclaim for its success in engaging with remote local communities. The operator also offers visits to indigenous communities.

Companies in Uganda

Kara-Tunga Arts & Tours is a locally-owned and managed social enterprise in the Karamojo region in remote north-eastern Uganda offering community-led tours and accommodation to visitors. All staff and guides are employed and trained by the organisation with the aim to improve community livelihoods and protect the natural landscape and cultural heritage.

The operator also manages several associated projects. The Karamoja Tourism Academy trains local people to guide tours and provide hospitality. The Kara-Tunga Foundation is a not-for-profit initiative that develops, manages and monitors all of the CBT activities, funded by a conservation levy from the eco-camps.

The website is very professional and provides extensive details about the area, how to get there and activities for visitors. This is very useful for Europeans, who tend to spend a lot of time researching trips before deciding where to go.

Companies in Vietnam

Da Bac CBT Project is located just outside Hanoi in mountainous terrain in northern Vietnam. It is a social enterprise established in 2017 to help create sustainable incomes for local families. It now includes three villages, each with its own characteristics and tourism offerings. There are nine homestays, each owned and maintained by a family in the community, in traditional buildings ranging from houses on stilts to long, large wooden houses featuring intricate carvings.

Homestay guests take part in community activities such as traditional textile-dyeing and embroidery, hiking and swimming in the river and visiting local fish farms. All food is locally-sourced and seasonal. Da Bac has its own Facebook page and website. If you have your own website or Facebook page, make sure that they are active.

Da Bac is on the European tour operator Intrepid Travel’s Scenic Vietnam itinerary.

• Make sure you include logos and details of any memberships and/or partnerships you have with other organisations. These include national and regional tourist boards, tourism associations and trade tourism associations. This will enhance your reputation among buyers. Make sure any logos you put on your own website link to the website of that organisation.
• If your tourism product is a homestay, think about adding activities to engage your guests with the local community and landscape. Good examples are guided hikes, birdwatching, yoga or other traditional practices, stargazing and storytelling, learning about local herbs, foraging and cooking.
• If your business is located in a region with special ancient traditional practices, try to include an element of them in your experience. Be sure these are led by an expert, otherwise they will not appeal to tourists.
• Make sure you have a system in place to measure the progress, success and/or problems of your CBT programme. This will help you take steps to make changes where needed.
• Always explain how the project benefits the community. For instance, what is the project’s goal and what has it achieved? How many people have been trained, how many families participate in homestays? How has it helped the wildlife population to recover?
• Assess your website, social media pages and other marketing materials. Do they have enough useful information for travellers? Are all the links working? Do pages need updating? Make sure to do regular updates. For more information, read the CBI report on How to be a successful tourism business online .

Which products are you competing with?

The main competing products for CBT experiences are ecotourism experiences. Ecotourism often involves staying in ecolodges in remote places, areas of biodiversity, conservation areas such as wildlife reserves, or protected coastal landscapes. They are often managed by local communities.

A key difference between CBT and ecotourism products is that CBT adds value through a community-led experience. Immersing visitors in daily community life so they can see and learn things outside their ordinary experience is a good way to do this.

• Lean more about ecotourism in the CBI study What are the opportunities on the European ecotourism market ?

4. What are the prices for community-based tourism products?

Prices for CBT travel products vary from country to country and depend on the length of the tour, type of activities and whether accommodation is included. There are no standard pricing structures. The table below provides some examples of short tours priced from less than €15 to more than €2,000.

Table 3: Examples of CBT experiences on competing markets, 2023

Remember that some CBT travellers are prepared to pay more for a CBT experience as they want to help support the community. When setting your prices, factor in all costs before calculating a final price. Also consider other influencing factors such as seasonality. 

See the Pricing your tourism product (PDF) guide for practical step-by-step guidance on setting your prices to boost sales. 

• For more help on pricing, consult the CBI study 10 tips for doing business with European tourism buyers , and see tip 7: Set a fair price for your services .

Acorn Tourism Consulting Limited carried out this study on behalf of CBI .

Please review our market information disclaimer .

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It is important to understand what niche markets especially value, and then tailor products and experiences to deliver on that value. Prepare product presentations which show that CBT products have been tailored to these markets. Do your homework before meeting tour operators, so you can show them that you have identified their target markets and are able to offer experiences that are not generic but tailored to their needs. As an example, if you are targeting the family market, they will value opportunities that allow their kids to learn 'in the classroom of life’, and to do activities or craft something together with a local artisan. Peter Richards, Sustainable and CBT Consultant, TOURLINK Project (SWITCH ASIA)

 Community-based tourism is a great opportunity for cultural encounters and transformational experiences and, through CBT, tourists can learn and broaden their worlds. However, we are currently missing half of the story. We need to include more narratives in tourism and invite local storytellers to share their stories and to keep doing so. I believe that community storytelling is the missing link between responsible tourism and CBT, and it can become the foundation of a renewed way of doing travel marketing ethically, from the grassroots level up. Elisa Spaminato, Communication and Marketing Consultant for CBT Projects, Traveller Storyteller

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Community Based Tourism Market By Age, By Traveler Type, By Sales Channel: Global Opportunity Analysis and Industry Forecast, 2023-2032

• November 2023
• Region: Global
• Allied Market Research
• ID: 5927407
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• This report provides a quantitative analysis of the market segments, current trends, estimations, and dynamics of the community based tourism market analysis from 2022 to 2032 to identify the prevailing community based tourism market opportunities.
• The market research is offered along with information related to key drivers, restraints, and opportunities.
• Porter's five forces analysis highlights the potency of buyers and suppliers to enable stakeholders make profit-oriented business decisions and strengthen their supplier-buyer network.
• In-depth analysis of the community based tourism market segmentation assists to determine the prevailing market opportunities.
• Major countries in each region are mapped according to their revenue contribution to the global market.
• Market player positioning facilitates benchmarking and provides a clear understanding of the present position of the market players.
• The report includes the analysis of the regional as well as global community based tourism market trends, key players, market segments, application areas, and market growth strategies.

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Key Market Segments

By traveler type.

• Generation X
• Generation Y
• Generation Z

By Sales Channel

• Travel Agents
• North America
• Rest of Europe
• Asia-Pacific
• Rest of Asia-Pacific
• United Arab Emirates
• South Africa
• Saudi Arabia
• Rest of LAMEA
• The Blue Yonder
• Village Ways
• Wilderness Travel
• G Adventures
• Responsible Travel
• Elevate Destination
• Intrepid Travel
• WANDERLUST INDONESIA
• Local Alike
• Community Homestay Network

What is the estimated value of the Global Community Based Tourism Market?

What is the growth rate of the global community based tourism market, what is the forecasted size of the global community based tourism market, who are the key companies in the global community based tourism market.

The analyst offers exhaustive research and analysis based on a wide variety of factual inputs, which largely include interviews with industry participants, reliable statistics, and regional intelligence. The in-house industry experts play an instrumental role in designing analytic tools and models, tailored to the requirements of a particular industry segment. The primary research efforts include reaching out participants through mail, tele-conversations, referrals, professional networks, and face-to-face interactions.

They are also in professional corporate relations with various companies that allow them greater flexibility for reaching out to industry participants and commentators for interviews and discussions.

They also refer to a broad array of industry sources for their secondary research, which typically include; however, not limited to:

• Company SEC filings, annual reports, company websites, broker & financial reports, and investor presentations for competitive scenario and shape of the industry
• Scientific and technical writings for product information and related preemptions
• Regional government and statistical databases for macro analysis
• Authentic news articles and other related releases for market evaluation
• Internal and external proprietary databases, key market indicators, and relevant press releases for market estimates and forecast

Furthermore, the accuracy of the data will be analyzed and validated by conducting additional primaries with various industry experts and KOLs. They also provide robust post-sales support to clients.

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Community-based tourism: how your trip can make a positive impact on local people

Community-based tourism can reap great rewards. done well, it enables local organisations to protect precious habitats, preserve unique culture and empower grassroots employees..

Ccaccaccollo Women’s Weaving Cooperative community, Sacred Valley.

In the mid-1990s, the remote community of Klemtu in Canada’s British Columbia had to make a choice. Hit hard by the collapse of the fishing and forestry industries, unemployment was rocketing, and options were running out. But they knew there were two things in the Great Bear Rainforest that you couldn’t get anywhere else: their own Indigenous culture and the rare, ghostly-white Kermode bear, also known as the Spirit Bear. And that’s how Spirit Bear Lodge was born: a showcase of the Kitasoo/Xai’xais First Nation, and an entry point for exploring the extraordinary wilderness of the largest temperate rainforest on Earth, with the added benefit of spotting those elusive bears, along with wolves, whales and brown bears. Today, the lodge is a blueprint for conservation-based, community-based tourism, with a string of successes under its belt: the surrounding rainforest is now protected from logging, bear hunting has been banned and the community has a steady income.  It has also, they say, fuelled a cultural renaissance. “The lodge has created opportunities for young and old to thrive in their homelands, while educating people from around the world with our rich culture,” explains Roxanne Robinson, guest services manager at the lodge. Guests learn about Kitasoo/Xai’xais culture from the lodge staff and their guides on wildlife expeditions, kayaking tours and cultural visits, while younger community members drop by as part of the Súa Educational Foundation programme.  “Súa means ‘thunder’ in our language, and they come to share stories, songs and dances with guests in our traditional big house,” says Robinson. Guests not only have an incredible experience, but they can also sleep easy knowing that their tourist dollars are doing good. Doing good, if reports are anything to go by, is something we all want to do more of. According to an American Express poll last year, 72% of travellers want to help boost tourism revenue in local economies. And the latest sustainability report by Booking.com showed that 73% of travellers would like to have authentic experiences that are representative of the local culture; 84% believe that preservation of cultural heritage is crucial; and 76% want to be sure that their economic impact is spread equally throughout society.  So, being a responsible traveller is no longer just about protecting the environment or reducing our carbon footprints. It’s about how our tourist dollars can do good in the places we visit. It’s about communities. It’s taking the ‘buy local’ mantra — supporting your neighbourhood bookshop instead of buying on Amazon, say, or eating in a local restaurant instead of McDonald’s — and using it on your travels. When travelling, though, buying locally can be more nuanced. It could mean eating out in a local restaurant — but who owns the restaurant? Are the staff local but the profits going abroad? Does the restaurant support local producers and farmers, or are the ingredients imported? Is the attached gift shop a showcase of Indigenous craftsmanship, or are the souvenirs all made in China? 

Spirit Bear Lodge guests on a wildlife expedition.

It is, in other words, complicated. “Is it tourism that takes place in a community?” asks Dr Albert Kimbu, head of tourism and transport at the University of Surrey. “Or is it tourism that’s actively engaging and benefitting communities?” That’s the key. That’s the question we, as travellers, need to be asking. “My take on community-based tourism, or CBT,” explains Dr Kimbu, “is that it has to be by the community, for the community.” In other words, if a hotel or lodge takes guests to visit a local school, or to see a cultural dance in a local village, which might be taking place in the community — is the community genuinely benefitting? They might be getting paid, but it could also be straight-up cultural exploitation.  Jamie Sweeting, CEO of Planeterra, the non-profit partner of G Adventures, which specialises in community tourism, agrees: “It needs to be owned, led and run by the communities themselves.” Why? “Because,” explains Dr Kimbu, “When communities become aware that what they have is a product that can be sold, then they have a stake in protecting it.” Take the Sabyinyo Silverback Lodge in Rwanda. The saleable product here is the mountain gorilla that inhabits Volcanoes National Park next door. Visitors will pay a high price to see them in the wild. Working with Sacola, a local non-profit, the idea of a lodge that’s 100%-owned and -run by the community was born, with all profits going back into social and economic projects, as well as conservation within the park. It’s worked a treat. Since opening in 2006, US$4m (£3m) has gone into community and conservation projects, while the gorilla population in the park now includes 10 different gorilla groups. So, the community recognised the financial benefits of their neighbouring gorillas and now benefit by protecting their environment. But CBT at its best goes way beyond employing locally. It means the community gets to decide how to protect the culture and environment on which it depends. So, the community benefits, the environment and local culture is safeguarded, and the resulting economic benefits stay within the community. Win-win-win.  There are ripple effects, too. Spier, a wine estate in South Africa’s Stellenbosch region, has a Growing for Good programme, which includes mentoring and assisting local entrepreneurs to create businesses that can then be used by Spier. This has worked with a local laundry service, for example, as well as a taxi service used by its guests. And Fogo Island Inn in Newfoundland, Canada is all about the ripple effects, having been created entirely for the benefit of the local community. This 29-room luxury inn was built by local philanthropist Zita Cobb through her Shorefast Foundation, and 100% of operating surpluses are reinvested in the community — a community that was in dire straits just a decade ago, thanks to the collapse of the global cod market. 

Power in partnership

Sabyinyo, Spier and Fogo are examples of when it works. When it doesn’t work, community involvement is nothing short of exploitation. As Amanda Ho, the co-founder of Regenerative Travel, puts it: “In many cases, what we’ve seen is communities around the world angry that their health, wellbeing, and priorities are not being recognised or respected by tourism.”  Jamie Sweeting tells me about a particular lodge in Botswana — he won’t name names — which was ‘talking the talk’ about working with the Indigenous San. “The website was shouting about empowering the local community,” he says. But when Planeterra did some digging, it found that while the San were used to put on cultural shows at the lodge, they were earning below the living wage and staying in poor accommodation with barely enough food. Planeterra worked with the local San people to promote and upskill the community-owned Dqae Qare San Lodge nearby, helping them gain direct access to the same markets the other lodge was benefitting from. 

“Community-based tourism can be especially beneficial in empowering women, who are often responsible for the homestay or dining components of a trip”

That lack of access to market — and the lack of the knowledge, skills and infrastructure needed to run a successful travel business — is key. As Justin Francis of Responsible Travel puts it: “Being able to access the distribution chains of the tourism industry — to get guests through the doors — is difficult without the partnership of an established tour operator.” When CBT first appeared around 20-25 years ago, he says, NGOs and donors would pitch up at communities, build beautiful ecolodges, but allow the communities very little say — and then fail to provide the training, infrastructure and business know-how to lead to any kind of success. 

Having a voice, Francis says, is key where elected community representatives participate in the decision making: “The driving force behind successful CBT projects is local people setting the terms. It’s about them making informed decisions around how tourism develops.” In the case of the Ccaccaccollo Women’s Weaving Cooperative in Peru’s Sacred Valley, it was three women that had that voice. “When they first came to us, only a handful could do traditional Inca weaving,” Sweeting says. Led by those women, Planeterra assisted with training, infrastructure and marketing, and the co-op has boomed, now owned and run by more than 65 individuals, with an attached homestay attracting overnight visitors.  CBT can be especially beneficial in empowering women, who are often responsible for the homestay or dining components of a trip. Dreamcatchers, a tour operator in South Africa, recognised this over 30 years ago, and helped launch a range of CBT enterprises including ‘Kammama’, a selection of nationwide, women-run homestays and experiences, from cooking courses in Soweto to an overnight stay with a family in the Cape Winelands. In the case of Ccaccaccollo, the ripple effect has been a huge uptick in education in the community: all the women involved are now fully literate in Spanish, the first generation to achieve this locally, and most have children in tertiary education — another first. “And there has been an uplift in the pride in their culture. They’re embracing it. They can see that people from dozens of countries travel to visit them because they have something special to offer,” says Sweeting. That special offering is what’s in it for us. “For travellers, CBT offers a genuinely authentic experience and insight into local life,” says Zina Bencheikh, at Intrepid Travel. “Travellers are welcomed into a community and have the chance to immerse themselves.” Intrepid now aims to bring a degree of CBT into many of its sustainable, small-group adventure tours. “Our clients often talk about our CBT experiences as one of the unexpected highlights of their trip,” says Bencheikh. So how do we spot the good guys? How do we know whether a lodge or restaurant or experience that claims to benefit a community genuinely is?  “Ask questions,” says Dr Kimbu. “Have a discussion with those organising your trip.” Bencheikh agrees. “Do your research. Before you visit, ask questions about how the project is run and where the money goes from your visit.” Travelling with a trusted tour operator is also sensible, as is looking out for any certification programmes such as B Corp.  Covid-19, of course, has had a dreadful impact on CBT. Planeterra recently launched the Global Community Tourism Network, providing online training, promotion and marketing, to help organisations prepare for when tourists come back. “Many communities don’t have internet or phone access,” explains Sweeting. “So, we also have 16 strategic partnerships, mostly local non-profits with their own network. Our reach is now more than 800 community tourism enterprises in 75 countries.”  On the flipside, Covid-19 has also changed how we want to travel. “There’s been a definite shift, with more travellers wanting to find purpose in their trips,” says Sweeting. “We need to take advantage of that. When you’re able to experience something owned and run by a community, it’s much more rewarding, and a more equitable experience for the host and the guest.” As Dr Kimbu puts it, “CBT has a sense of fairness and justice.”  It’s that sense of fairness and justice that’s been behind the success of Spirit Bear Lodge for more than 20 years and one that the community hopes will last for generations. “I do hope that my children and future children continue with Spirit Bear Lodge,” Robinson tells me. “Seeing the growth in this company has been amazing. It’s a great way to learn and grow and thrive in our homelands.” You can’t say fairer than that.  

Published in the  May 2022   issue of  National Geographic Traveller (UK)

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What is Community-Based Tourism and Why Does it Matter?

Written by Ece Zivrali on July 13, 2022 . Posted in Uncategorized .

Community-based tourism is one of the most significant parts of the tourism industry and key to destination sustainability. Despite their importance, communities are often neglected in tourism. Many tourism destinations overlook local peoples, or at best use them as gimmicks and labor for foreign visitors. Instead, tourism should serve as a tool to improve destination development and locals’ quality of life.

What is a community and what does it mean for tourism?

A community is defined as individuals living in the same region with common interests and interactions. However, community means more than sharing the same physical environment – many social-cultural factors are in play to create a community. In tourism, a community encompasses anyone living in a destination and is affected by tourism, either directly or indirectly.

The importance of communities in tourism destinations

What is community-based tourism.

Community-based tourism falls under the umbrella of sustainable tourism . It aims to involve communities in aspects of tourism, ranging from planning to active participation. Community-based tourism seeks to support communities through tourism activities, and aims to offer tourists an authentic local experience. Solimar International has developed a CBT project in Timor-Leste.

In contemporary tourism planning, especially in developing countries, the voices of local residents often go unheard. Community empowerment aims to create dynamic and self-sufficient communities that will make decisions for their own well-being.

Unfortunately, a lack of sustainable planning in tourism ventures can create adverse effects in local communities. Community-based tourism aims to incorporate sustainability efforts and reduce the negative impacts of tourism, both on the environment and the residents of destinations.

What are the potential negative impacts of tourism on communities?

When done thoughtfully with stakeholders in mind, tourism is hugely beneficial to communities. There are many reasons why it is important to measure the negative impacts of tourism.  To better understand the importance of thoughtful community-based tourism, let’s look at some of the potential negative impacts of tourism on communities.

1. Economic Leakage and Higher Prices

Tourism greatly influences communities in developing countries, especially those that take in large amounts of foreign currency. The profit generated from tourism–if not used to benefit communities–can create revenue leakage, and may lead to inflation in the destination, making it hard for locals to gain or keep economic independence.

2. Dependence on Tourism

Communities become economically vulnerable when tourism is their main source of income. They can become dependent on foreign visitors and have difficulty sustaining their economy during off-seasons.

3. Commercialization of Traditions and Customs

Especially with regard to mass tourism, local peoples and their cultures have become marketing assets for tourism profit. Instead of preservation, local traditions and customs are commodified and used as tools to attract more tourists.

4. Cultural Deterioration

Interaction between locals and visitors can cause cultural clashes, and the rapid changes caused by an influx of tourism may agitate a community’s harmony and disrupt traditional living.

5. Environmental Damage

Tourism can also cause harm to the environment, leading to losses of natural resources and biodiversity, as well as general deterioration of the local biosphere as a whole.

Why is community important for sustainable tourism?

For a destination to be sustainable, tourism’s adverse economic, environmental, and social impacts should be limited. Local communities are motivated to minimize negative impacts to their homes in order to continue living in them, which is why community inclusion in the tourism sector is essential for sustainability. 

1. A Self-sustained and Locally Managed Economy

Community-based tourism ensures locals make their own decisions and keep the money within their community. As a result, communities become self-sustainable. The funds created by tourism activities stay within the community and are used for its own good.

2. Going Back to Basics: Local knowledge for preservation and sustainability

Locals know how to maintain and protect their land. They are permanent residents, and they care about their environment. Locals also hold knowledge beyond what tourism professionals can provide. They know what is appropriate or not for their environment. Local involvement ensures tourism sustainability. Locals are trained to protect and sustain their environment for themselves and future touristic activities.

3. Active Participation and Community Involvement

In community-based tourism, locals actively participate in the tourism decision-making process, which causes communities to gain confidence and their voice to be heard. It is important to include communities for sustainability, as community decisions have more considerable impacts than that of individuals.

4. Increased Value and Protection of Local Culture

Community-based tourism is also essential for cultural preservation. The publicity of local cultures encourages locals to value and preserve their traditions and culture.

What are the benefits of community-based tourism to travelers?

Community-based tourism not only benefits locals, but also travelers.

H ere are some benefits of community tourism for travelers:

1. experiencing the authentic culture.

Community-based tourism gets closer to the community and the authentic culture. While a coach tour stops in a local village to buy handicrafts, community-based tourism involves tourists with the community and its lifestyle, which is a two-way interaction. Community-based tourism moves from the stereotypical, commercialized part of tourism to a genuine experience.

2. Unique Locations

Community-based tourism includes locations that mass tour operators may not prefer. It involves unique experiences and culturally dense areas fed by local knowledge.

3. Ethical Awareness and Responsible Traveling

Community-based tourism aims to provide opportunities for travelers to help locals. Tourists will know that their money is used for a good reason – the development of the destination. They will also leave knowing they have left a positive footprint.

4. Warm Welcome by Locals

Tourists have an unforgettable experience when they feel welcomed by locals. Community-based tourism puts importance on communities and tourists’ relationship with locals. Locals’ attitude is one of the leading influencers of why people prefer to travel to a destination.

C onclusion

In short, tourism has a significant influence on communities, especially in developing countries. Most tourism destinations ignore locals and use them as a tool to attract more tourists.

To the contrary, community-based tourism includes locals in every part of the tourism planning and managing process. Locals learn to be active participants. They build value and confidence, improve their knowledge, and interact with tourists, which creates mutual understanding and learning. The more locals feel supported by tourism, the more they support and further tourism, which favors destination sustainability and protection of the culture and its values. Community-based tourism helps locals when traveling to a destination. It is a win-win situation for everyone involved in tourism.

Interested in how we can help you with community-based tourism? Contact us to learn more.

Tags: community based tourism , community tourism , costa rica tourism , negative tourism , sustainable tourism , thai tourism

Encyclopedia of Tourism pp 1–3 Cite as

Community-Based Tourism

• Heather Mair 3  
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Community-based tourism is both an idea about and an approach to the development and planning of tourism. Its definition rests on the assumption that the success (and sustainability) of tourism requires the involvement and control of those affected by its development. As its starting point, community-based tourism is a response to a concern with the needs and desires of members of the host community. However, recently, there are considerations of non-human actors and efforts to think about tourism experiences as co-created by all stakeholders.

Interest in community-based approaches to tourism development began as a response to concerns about the social, economic, and environmental impacts of the industry on the host community. One main theme undergirds community-based tourism: consideration and evaluation of the outcome of tourism development (the product) should not be overshadowed by a focus on how it has taken place (the process). Influential arguments have been made for...

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Blackstock, K. 2005. A critical look at community based tourism. Community Development Journal 40: 39–49.

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Jamal, T., C. Budke, and I. Barradas-Bribiesca. 2019. Community-based tourism and ‘development’. In A research agenda for tourism and development , ed. R. Sharpley and D. Harrison, 125–150. London: Edward Elgar.

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Murphy, P. 1985. Tourism: A community approach . London: Methuen.

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Heather Mair

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Mair, H. (2022). Community-Based Tourism. In: Jafari, J., Xiao, H. (eds) Encyclopedia of Tourism. Springer, Cham. https://doi.org/10.1007/978-3-319-01669-6_32-3

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Community-based tourism: how your trip can make a positive impact on local people

Community-based tourism can reap great rewards. Done well, it enables local organisations to protect precious habitats, preserve unique culture and empower grassroots employees.

In the mid-1990s, the remote community of Klemtu in Canada’s British Columbia had to make a choice. Hit hard by the collapse of the fishing and forestry industries, unemployment was rocketing, and options were running out. But they knew there were two things in the Great Bear Rainforest that you couldn’t get anywhere else: their own Indigenous culture and the rare, ghostly-white Kermode bear, also known as the Spirit Bear. And that’s how Spirit Bear Lodge was born: a showcase of the Kitasoo/Xai’xais First Nation, and an entry point for exploring the extraordinary wilderness of the largest temperate rainforest on Earth, with the added benefit of spotting those elusive bears, along with wolves, whales and brown bears. Today, the lodge is a blueprint for conservation-based, community-based tourism, with a string of successes under its belt: the surrounding rainforest is now protected from logging, bear hunting has been banned and the community has a steady income. It has also, they say, fuelled a cultural renaissance. “The lodge has created opportunities for young and old to thrive in their homelands, while educating people from around the world with our rich culture,” explains Roxanne Robinson, guest services manager at the lodge. Guests learn about Kitasoo/Xai’xais culture from the lodge staff and their guides on wildlife expeditions, kayaking tours and cultural visits, while younger community members drop by as part of the Súa Educational Foundation programme. “Súa means ‘thunder’ in our language, and they come to share stories, songs and dances with guests in our traditional big house,” says Robinson. Guests not only have an incredible experience, but they can also sleep easy knowing that their tourist dollars are doing good. Doing good, if reports are anything to go by, is something we all want to do more of. According to an American Express poll last year, 72% of travellers want to help boost tourism revenue in local economies. And the latest sustainability report by Booking.com showed that 73% of travellers would like to have authentic experiences that are representative of the local culture; 84% believe that preservation of cultural heritage is crucial; and 76% want to be sure that their economic impact is spread equally throughout society. So, being a responsible traveller is no longer just about protecting the environment or reducing our carbon footprints. It’s about how our tourist dollars can do good in the places we visit. It’s about communities. It’s taking the ‘buy local’ mantra — supporting your neighbourhood bookshop instead of buying on Amazon, say, or eating in a local restaurant instead of McDonald’s — and using it on your travels. When travelling, though, buying locally can be more nuanced. It could mean eating out in a local restaurant — but who owns the restaurant? Are the staff local but the profits going abroad? Does the restaurant support local producers and farmers, or are the ingredients imported? Is the attached gift shop a showcase of Indigenous craftsmanship, or are the souvenirs all made in China?  

It is, in other words, complicated. “Is it tourism that takes place in a community?” asks Dr Albert Kimbu, head of tourism and transport at the University of Surrey. “Or is it tourism that’s actively engaging and benefitting communities?” That’s the key. That’s the question we, as travellers, need to be asking. “My take on community-based tourism, or CBT,” explains Dr Kimbu, “is that it has to be by the community, for the community.” In other words, if a hotel or lodge takes guests to visit a local school, or to see a cultural dance in a local village, which might be taking place in the community — is the community genuinely benefitting? They might be getting paid, but it could also be straight-up cultural exploitation. Jamie Sweeting, CEO of Planeterra, the non-profit partner of G Adventures, which specialises in community tourism, agrees: “It needs to be owned, led and run by the communities themselves.” Why? “Because,” explains Dr Kimbu, “When communities become aware that what they have is a product that can be sold, then they have a stake in protecting it.” Take the Sabyinyo Silverback Lodge in Rwanda. The saleable product here is the mountain gorilla that inhabits Volcanoes National Park next door. Visitors will pay a high price to see them in the wild. Working with Sacola, a local non-profit, the idea of a lodge that’s 100%-owned and -run by the community was born, with all profits going back into social and economic projects, as well as conservation within the park. It’s worked a treat. Since opening in 2006, US$4m (£3m) has gone into community and conservation projects, while the gorilla population in the park now includes 10 different gorilla groups. So, the community recognised the financial benefits of their neighbouring gorillas and now benefit by protecting their environment. But CBT at its best goes way beyond employing locally. It means the community gets to decide how to protect the culture and environment on which it depends. So, the community benefits, the environment and local culture is safeguarded, and the resulting economic benefits stay within the community. Win-win-win. There are ripple effects, too. Spier, a wine estate in South Africa’s Stellenbosch region, has a Growing for Good programme, which includes mentoring and assisting local entrepreneurs to create businesses that can then be used by Spier. This has worked with a local laundry service, for example, as well as a taxi service used by its guests. And Fogo Island Inn in Newfoundland, Canada is all about the ripple effects, having been created entirely for the benefit of the local community. This 29-room luxury inn was built by local philanthropist Zita Cobb through her Shorefast Foundation, and 100% of operating surpluses are reinvested in the community — a community that was in dire straits just a decade ago, thanks to the collapse of the global cod market.  

Power in partnership

Sabyinyo, Spier and Fogo are examples of when it works. When it doesn’t work, community involvement is nothing short of exploitation. As Amanda Ho, the co-founder of Regenerative Travel, puts it: “In many cases, what we’ve seen is communities around the world angry that their health, wellbeing, and priorities are not being recognised or respected by tourism.” Jamie Sweeting tells me about a particular lodge in Botswana — he won’t name names — which was ‘talking the talk’ about working with the Indigenous San. “The website was shouting about empowering the local community,” he says. But when Planeterra did some digging, it found that while the San were used to put on cultural shows at the lodge, they were earning below the living wage and staying in poor accommodation with barely enough food. Planeterra worked with the local San people to promote and upskill the community-owned Dqae Qare San Lodge nearby, helping them gain direct access to the same markets the other lodge was benefitting from.  

“Community-based tourism can be especially beneficial in empowering women, who are often responsible for the homestay or dining components of a trip” Francisca Kellett

That lack of access to market — and the lack of the knowledge, skills and infrastructure needed to run a successful travel business — is key. As Justin Francis of Responsible Travel puts it: “Being able to access the distribution chains of the tourism industry — to get guests through the doors — is difficult without the partnership of an established tour operator.” When CBT first appeared around 20-25 years ago, he says, NGOs and donors would pitch up at communities, build beautiful ecolodges, but allow the communities very little say — and then fail to provide the training, infrastructure and business know-how to lead to any kind of success.  

Having a voice, Francis says, is key where elected community representatives participate in the decision making: “The driving force behind successful CBT projects is local people setting the terms. It’s about them making informed decisions around how tourism develops.” In the case of the Ccaccaccollo Women’s Weaving Cooperative in Peru’s Sacred Valley, it was three women that had that voice. “When they first came to us, only a handful could do traditional Inca weaving,” Sweeting says. Led by those women, Planeterra assisted with training, infrastructure and marketing, and the co-op has boomed, now owned and run by more than 65 individuals, with an attached homestay attracting overnight visitors. CBT can be especially beneficial in empowering women, who are often responsible for the homestay or dining components of a trip. Dreamcatchers, a tour operator in South Africa, recognised this over 30 years ago, and helped launch a range of CBT enterprises including ‘Kammama’, a selection of nationwide, women-run homestays and experiences, from cooking courses in Soweto to an overnight stay with a family in the Cape Winelands. In the case of Ccaccaccollo, the ripple effect has been a huge uptick in education in the community: all the women involved are now fully literate in Spanish, the first generation to achieve this locally, and most have children in tertiary education — another first. “And there has been an uplift in the pride in their culture. They’re embracing it. They can see that people from dozens of countries travel to visit them because they have something special to offer,” says Sweeting. That special offering is what’s in it for us. “For travellers, CBT offers a genuinely authentic experience and insight into local life,” says Zina Bencheikh, at Intrepid Travel. “Travellers are welcomed into a community and have the chance to immerse themselves.” Intrepid now aims to bring a degree of CBT into many of its sustainable, small-group adventure tours. “Our clients often talk about our CBT experiences as one of the unexpected highlights of their trip,” says Bencheikh. So how do we spot the good guys? How do we know whether a lodge or restaurant or experience that claims to benefit a community genuinely is?   “Ask questions,” says Dr Kimbu. “Have a discussion with those organising your trip.” Bencheikh agrees. “Do your research. Before you visit, ask questions about how the project is run and where the money goes from your visit.” Travelling with a trusted tour operator is also sensible, as is looking out for any certification programmes such as B Corp. Covid-19, of course, has had a dreadful impact on CBT. Planeterra recently launched the Global Community Tourism Network, providing online training, promotion and marketing, to help organisations prepare for when tourists come back. “Many communities don’t have internet or phone access,” explains Sweeting. “So, we also have 16 strategic partnerships, mostly local non-profits with their own network. Our reach is now more than 800 community tourism enterprises in 75 countries.” On the flipside, Covid-19 has also changed how we want to travel. “There’s been a definite shift, with more travellers wanting to find purpose in their trips,” says Sweeting. “We need to take advantage of that. When you’re able to experience something owned and run by a community, it’s much more rewarding, and a more equitable experience for the host and the guest.” As Dr Kimbu puts it, “CBT has a sense of fairness and justice.” It’s that sense of fairness and justice that’s been behind the success of Spirit Bear Lodge for more than 20 years and one that the community hopes will last for generations. “I do hope that my children and future children continue with Spirit Bear Lodge,” Robinson tells me. “Seeing the growth in this company has been amazing. It’s a great way to learn and grow and thrive in our homelands.” You can’t say fairer than that.  

Published in the   May 2022   issue of   National Geographic Traveller (UK)

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How to develop community-based tourism (7 tips).

• July 14, 2023
• 14 Comments

• What is community-based tourism?

Community-based tourism is a way of sustainable tourism that allows travellers to closely connect to local communities. Tourism where travellers are invited into local homes. Experiencing the actual local culture, the diversity, local rituals and beliefs.

The aim of community-based tourism is directly benefiting local communities financially, while travellers experience local way of life. Communities that participate in community-based tourism are strong, resilient and committed to show travellers their culture.

Be aware that community-based tourism is a very sensitive segment. That’s why, it’s essential that it’s developed and operated correctly to ensure actual benefits for the local communities. It’s a growing niche market , as more and more travellers are looking for authentic experiences that create benefits locally.

“75% seek authentic experiences that are representative of the local culture”. – booking.com (2023)

This article gives you the basic tools to develop community-based tourism experiences yourself and to create win-win-win situations.

In this article

What are the benefits of community-based tourism, community-based tourism examples.

• Community-based tourism in practice
• Negative impacts of community-based tourism

Developing cultural experiences on local terms

7 tips to develop community-based tourism.

The unique feature of community-based tourism is that the tourism experiences are hosted and managed by local communities. It is a promising niche tourism experience with lots of opportunities. More and more travellers are interested in learning about local cultures and ways to genuinely interact with local communities. Among others, the key benefits of community-based tourism are that it:

• Sustains local culture for future generations
• Facilitates local employment
• Directly benefits locals financially
• Is fairly easy to develop with the right network
• Creates and empowers resilient and strong communities
• Adds value to your business with authentic experiences
• Allows travellers to experience the diversity and customs of local cultures
• Encourages travellers to truly connect and interact with local communities
• Stimulates increased awareness and knowledge of other cultures and traditions
• Takes your business and travellers off the beaten track into rural areas
• Supports the movement of good tourism

While every destination and local cultures are different, the key concept of community-based tourism is fairly similar. That’s to say, the activities can also be applied and developed in almost all destinations. Also, it’s important to stay away from staged activities and to include interaction.

“69% want the money they spend when traveling to go back to the local community”. – booking.com (2023)

Examples of community-based tourism experiences

• Cooking and tasting local food
• Visiting a local market
• Walk through the village
• Working on the field
• Experiencing the coffee process
• Fishing or sailing with locals
• Biking tour around the village
• Handcrafting or painting
• Storytelling by elders
• Homestay or farmstay

Community-based tourism examples in practice

Tour operators come in all sizes and all have a different impact on tourism destinations. Among these tour operators, there are some inspiring businesses that solely focus on benefitting local communities. Their aim is to use tourism as a tool to create a better life and future for locals and to protect the environment at the same time.

Be inspired by the following community-based projects that benefit local communities while offering travellers an authentic experience.

• Preserving cultural heritage in the Karamoja region in Uganda
• Nature community experience in Mida Creek in Kenya
• Connecting locals and travellers in food experiences
• Trekking the Calchaquíes valley in Argentina with local families

Potential negative impacts of community-based tourism

As mentioned, community-based tourism is a very sensitive segment. This means that it can have negative impacts and challenges if not organised and managed correctly and with care.

Community-based tourism is becoming more popular among tour operators. They’re looking to both benefit and involve local communities while developing new tourism experiences for their travellers. Therefore, it’s essential to not only explain the benefits and the development steps of community-based tourism, but also the potential negative impacts and challenges.

The main challenge within community-based tourism is community participation. And without community participation, it’s very difficult to create a successful community-based tourism experience. Community participation is influenced by:

1. Elitism and leadership conflict

Communities with a (visible) hierarchy have challenges with elitism and leadership conflict. Elite members of the communities take on leadership as they believe only these members are fit to rule. Often at the expense of the whole community itself resulting in conflict on resource ownership. One where only the few powerful and influential local elite manage and benefit from community-based tourism.

How to avoid

Avoid this by having many conversations with the community members and all stakeholders and to agree on a fair management structure.

2. Greed and corruption

For extremely poor communities, greed and corruption can become a real challenge. Especially when (some) locals feel they don’t benefit enough they’ll try and get money another way. For example, by abusing assigned power for personal gain. Thereby, it creates a begging culture where tourists are seen as walking ATMs. This creates uncomfortable situations for all involved.

Avoid this by making sure all community members are equally benefitted but also based on their role in the community-based tourism experience.

3. Capacity issues within the community

Managing a community-based tourism experience is hard work and time consuming. Not all locals understand the work it requires to welcome travellers into their homes. When there are too many travellers visiting, locals might feel overwhelmed and dissatisfied with the tourism concept. It also raises issues for the quality of the community-based tourism experience for travellers.

Avoid this by agreeing on the carrying capacity beforehand and making sure that the local community understands what it means to work in tourism.

4. Language issues

Many locals from rural communities aren’t able to communicate with visiting travellers in English. When they don’t know how to communicate, they’re unable to participate. And if they can’t participate in tourism, they tend to resent it. It also won’t allow them to connect with travellers in an authentic way, to explain about their daily lives and to exchange experiences.

Avoid this by working with translators and invest in teaching English to the (younger) community members to develop and empower themselves.

5. Lack of funding and skills

Managing a community-based tourism experience is similar to managing a starting business. In the beginning, you’d need starting capital, finances, skills, and knowledge to organise and manage the experience. Without this, it’s difficult to make it a long-term success. Even though there might be funding from stakeholders, they’ll need to be able to support themselves on the long-term.

Avoid this by supporting the local community with funding and support during the start-up phase, but with the aim for them to be self-managing in the future.

When developing new cultural experiences, it is crucial to consider the potential negative impacts of community-based tourism. Without active community participation, it is challenging to offer travellers an authentic and truly local experience.

To ensure community participation and satisfaction, adopting a comprehensive approach is essential: develop cultural experiences on local terms. The key question to ask is: What aspects of their culture do locals want to share?

By allowing locals to determine what they are willing to share and to what extent, you can achieve the following:

1. Gain the support of the local community

Involving locals in decision-making ensures that the cultural experiences have their support. This support is vital for creating a sustainable and mutually beneficial relationship between the community and your business.

2. Make a positive impact

Developing cultural experiences based on local terms provides an opportunity to generate tangible benefits for the destination. By respecting the locals’ wishes, you can contribute to the preservation of cultural heritage, promote economic growth, and support community development.

3. Differentiate from competitors

Offering travel experiences that truly reflect the desires and values of the local community sets you apart from the competition. Authenticity is increasingly valued by travelers seeking meaningful and immersive experiences, and aligning with local terms helps fulfill these desires.

It is important to note that, as a tourism business, you can still bring your expertise to the table. With insights into the industry, market trends , and traveler demands, you can collaborate with the local community to transform their ideas into compelling travel experiences.

Case study: Bali in the 1960’s

To give you an idea about a local conflict, let me take you back to the 1960’s when mass tourism reached Bali for the first time. Where immediately, travellers became fascinated with the sacred Balinese dances.

The Balinese welcomed travellers to enter their temples and watch the dancing for a small fee. But as more people visited, it got crowded and chaotic. And because temples are not particularly comfortable and could only host small groups, the Balinese decided to move their dances to the tourist resorts.

All good you’d say. But some of the Western visitors were shocked. These were sacred dances and holy art! They couldn’t understand the Balinese sacrificing their holy dances and rituals. This led to a conflict between the locals and visitors.

But only because the visitors didn’t allow the locals to decide what and how they wanted to share their culture. They should have taken into account the local terms.

When developing community-based tourism according to the above-mentioned steps, there are more key aspects to remember and to pay close attention to. As said before, CBT is a sensitive form of tourism. Above all, it’s important that both the local community as the traveller enjoys the experience.

1. Connect with the local community

The local community is the key element of your experience. Connect with them, build trust, and think about tourism together. What is unique about their culture and what are they willing to share? To what extent do they want to change their lives? Make sure to collaborate and to give them responsibility and a voice in the entire experience.

2. Train locals in tourism

Interacting with travellers from different cultures can be a challenge for local communities. It’s important to teach communities how to communicate with travellers. How and which information to share and to make them feel welcome. Always use guides from the community itself as they know all the ins and outs of the community. This also ensures the profits stay in the community.

3. Create independency

Community-based tourism is not developed for the sake of tour operators. Local communities want to improve their livelihood and build their own future. Construct cooperative ownership. The success rate of the tourism experience depends on the communities’ sense of ownership. Let them take care of their own tourism product and enjoy the benefits.

4. Include interactive elements

In the experience economy , travellers request experiences to be entertaining, educational, imaginative and attractive. They are looking for experiences where they can participate instead of only watching and visiting. Engage them in the local culture, have them do, try and taste things and give them a truly authentic experience.

5. Think about the language

Travellers are looking for experiences with interaction. Therefore, language is an important aspect for community-based tourism. How are your travellers going to communicate with the host? The best solution is to have an English-speaking guide who is able to communicate with both the host as travellers in an enthusiastic manner.

6. Decide on the duration

Most travellers step out of their own comfort zone when doing a community-based tourism experience. Therefore, it’s important that your experiences are not too long and uncomfortable for the traveller. When you start with community-based tourism, focus on (half) day experiences first. This way, travellers can ease into it and they are also easier to develop.

7. Ensure safety

As travellers are entering an unknown area, they trust upon the guide to keep them safe. It’s important that the guide is trained in emergency situations and also knows how to explain safety issues to the travellers. Thereby, hygiene and sanitation of the local community is also very important. Especially for experiences involving food and drinks.

Happy developing!

When done right, community-based tourism is the ultimate way of good tourism. It’s in the perfect position to create better lives for local communities, to share their stories, and to offer travellers authentic experiences. Keep the challenges and development tips in mind when developing community-based experiences to ensure success stories. Never forget the purpose, focus on creating win-win-win situations and commit yourself to good tourism for communities and travellers.

You must be logged in to post a comment.

Hi, I would like to ask some questions:

– When do we know as a tourist if the trip chosen is a real community-based tourism, where locals get the main benefit and tourists experience the culture and the local’s way of living?

Hi Ane, very good question! This is always difficult and there is not a one size fits all approach. However, there are some guidelines that can help you find out if the community-based trip is genuine.

You’ll know if it’s a real community-based tourism program when the company is very transparant about how it’s run and there is plenty information available. Look for information about ownership (ideally by local initiatives and local communities), the type of activities (really daily life and experiencing local culture instead of only visiting) and if they employ local people and use/buy local products.

Also have a look at this article that I’ve written a few years ago: https://fairsayari.com/blog/how-to-select-a-sustainable-tour-operator

Dear Anne. I have passion to develop community tourism in a region underserved by services like roads and electricity. Are there possible funders to service communities of this nature and develop the products and services?

Hi Anna, very good to hear you have a passion to develop community tourism, what region are you working in? Unfortunately, I don’t have experience with improving roads and electricity but I am assuming this is arranged by government authorities. Perhaps teaming up with local tour operators and accommodations will provide opportunities of making changes happen. Good luck!

This is a problem that I am analysing as well.. Beside the problem of blindness of governance to advantage “some not complying agencies”. From outside it looks like a fantastic green and sustainable initiative of the destination.. Anne please feel free to contact me through LinkedIn, I am on the CBT since a while and I gathered a lot of guidelines and documents giving some steps, good examples, funds ideas.. I would be more than happy to exchange. I am actually creating a responsible tourism agency…

Very good to hear you’ve been analysing this as well Deborah. There are so many sides to community-based tourism but it only provides local positive impact if managed well. I’ve reached out on LinkedIn, happy to connect!

Dear Anne. Our local registered association has recently registered a local company license with the government and plan to embark on tourism as our project. We have passion on that, so we’re looking for any interested partner to join with us since we’re legally registered with the government. Can you find any interested partner for us? We’re located in the South Pacific Ocean, in the Solomon Islands.

Hi there, I passed through your wonderful CBT explanation, and I am so excited as you have inspired me to contact my University Research about CBT. Will you please help me of some CBT definitions which will be so suitable in my Research. thank you in advance.

Thank you for your comment and good to hear we’ve inspired you! Actually, there is only one main CBT definition that’s important and covers everything.

“CBT is a way of sustainable tourism that allows travellers to closely connect to local communities. The aim of CBT is directly benefiting local communities financially, while travellers experience local way of life. The tourism experiences are hosted and/or managed by local communities.”

Wow ,this is quite helpful

So good to hear @ojambo – are you also thinking about developing community-based tourism?

Yes Anne, am also thinking and planning to develop community tourism as one of my products. Thank you.

Hi Anne, this very interesting topic. I enjoy read your explanation and i love to colaborate with you if you have any research project in the future. Im from Indonesia. We have been implementing this in our community. Yet, the challange we face so far is our community have problem in using English.This is not easy to solve. Any advice is welcom.thanks

Hi Muhammad, very good to hear! Yes, it’s a very complex type of tourism and many destinations have similar challenges. To overcome the language barrier, you can start working with a local translator. Perhaps the younger generation in the community or a local student is able to translate when travellers visit. Keep in mind that not everyone has to be able to speak English fluently. As long there is someone who can explain and translate, the others are fine with a few words to welcome them.

Anne de Jong

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• Basic Statistic Most visited amusement and theme parks worldwide 2019-2022
• Basic Statistic Monuments on the UNESCO world heritage list 2023, by type
• Basic Statistic Selected countries with the most Michelin-starred restaurants worldwide 2023

Market size of museums, historical sites, zoos, and parks worldwide 2022-2027

Size of the museums, historical sites, zoos, and parks market worldwide in 2022, with a forecast for 2023 and 2027 (in billion U.S. dollars)

Leading museums by highest attendance worldwide 2019-2022

Most visited museums worldwide from 2019 to 2022 (in millions)

Most visited amusement and theme parks worldwide 2019-2022

Leading amusement and theme parks worldwide from 2019 to 2022, by attendance (in millions)

Monuments on the UNESCO world heritage list 2023, by type

Number of monuments on the UNESCO world heritage list as of September 2023, by type

Selected countries with the most Michelin-starred restaurants worldwide 2023

Number of Michelin-starred restaurants in selected countries and territories worldwide as of July 2023

Online travel market

• Premium Statistic Online travel market size worldwide 2020-2030
• Premium Statistic Estimated revenue of leading OTAs worldwide 2022, by device
• Premium Statistic Most downloaded online travel agency apps worldwide 2022, by aggregated downloads
• Basic Statistic Market cap of leading online travel companies worldwide 2023
• Premium Statistic Leading online travel companies worldwide 2020-2022, by revenue CAGR
• Premium Statistic Leading online travel companies worldwide 2022-2023, by EV/EBITDA

Online travel market size worldwide 2020-2030

Online travel market size worldwide from 2020 to 2022, with a forecast for 2023 and 2030 (in billion U.S. dollars)

Estimated revenue of leading OTAs worldwide 2022, by device

Estimated desktop vs. mobile revenue of leading online travel agencies (OTAs) worldwide in 2022 (in billion U.S. dollars)

Most downloaded online travel agency apps worldwide 2022, by aggregated downloads

Most downloaded online travel agency apps worldwide in 2022, by aggregated number of downloads (in millions)

Market cap of leading online travel companies worldwide 2023

Market cap of leading online travel companies worldwide as of September 2023 (in million U.S. dollars)

Leading online travel companies worldwide 2020-2022, by revenue CAGR

Revenue compound annual growth rate (CAGR) of leading online travel companies worldwide from 2020 to 2022

Leading online travel companies worldwide 2022-2023, by EV/EBITDA

Enterprise-value-to-EBITDA (EV/EBITDA) of selected leading online travel companies worldwide in 2022, with a forecast for 2023

Selected trends

• Premium Statistic Global travelers who believe in the importance of green travel 2022
• Premium Statistic Sustainable initiatives travelers would adopt worldwide 2022, by region
• Premium Statistic Airbnb revenue worldwide 2017-2023
• Premium Statistic Airbnb nights and experiences booked worldwide 2017-2023
• Premium Statistic Technologies global hotels plan to implement in the next three years 2022
• Premium Statistic Hotel technologies global consumers think would improve their future stay 2022

Global travelers who believe in the importance of green travel 2022

Share of travelers that believe sustainable travel is important worldwide in 2022

Sustainable initiatives travelers would adopt worldwide 2022, by region

Main sustainable initiatives travelers are willing to adopt worldwide in 2022, by region

Airbnb revenue worldwide 2017-2023

Revenue of Airbnb worldwide from 2017 to 2023 (in billion U.S. dollars)

Airbnb nights and experiences booked worldwide 2017-2023

Nights and experiences booked with Airbnb from 2017 to 2023 (in millions)

Technologies global hotels plan to implement in the next three years 2022

Technologies hotels are most likely to implement in the next three years worldwide as of 2022

Hotel technologies global consumers think would improve their future stay 2022

Must-have hotel technologies to create a more amazing stay in the future among travelers worldwide as of 2022

• Premium Statistic Travel and tourism revenue worldwide 2019-2028, by segment
• Premium Statistic Distribution of sales channels in the travel and tourism market worldwide 2018-2028
• Premium Statistic Inbound tourism visitor growth worldwide 2020-2025, by region
• Premium Statistic Outbound tourism visitor growth worldwide 2020-2025, by region

Travel and tourism revenue worldwide 2019-2028, by segment

Revenue of the global travel and tourism market from 2019 to 2028, by segment (in billion U.S. dollars)

Distribution of sales channels in the travel and tourism market worldwide 2018-2028

Revenue share of sales channels of the travel and tourism market worldwide from 2018 to 2028

Inbound tourism visitor growth worldwide 2020-2025, by region

Inbound tourism visitor growth worldwide from 2020 to 2022, with a forecast until 2025, by region

Outbound tourism visitor growth worldwide 2020-2025, by region

Outbound tourism visitor growth worldwide from 2020 to 2022, with a forecast until 2025, by region

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Ethno-Tourism Community-Based Eco-Tourism Market Expected to Reach US$ 88,003 Million in 2033 | FMI

The global  ethno tourism community based eco tourism marke t is expected to accrue a valuation of  US$ 88,003 million  by 2033, scaling up from  US$ 12,201 million  in 2023. The target market is set to grow at an astounding CAGR of  21.8%  from 2023 to 2033. This market is primarily driven by a surge in the per capita income at individual levels. The rising awareness of the positive influence of ethno-tourism on society and the environment also supplements the growth of the ethno-tourism community-based eco-tourism market in this period of observation.

Ethno-tourism provides a platform where people can discover ethnic populations and learn more about unique cultures and customs by visiting and interacting with locals. Ethno-tourists travel all over the world to experience native culture and enhance their understanding of native people. This subset of tourism is particularly prevalent in geographies with diverse populations, rich histories, and legacies such as Africa, India, Japan, and others.

Ethno-tourism community-based eco-tourism includes native performances, presentations, and acts put on by a region’s indigenous population. This type of tourism also provides a broader perspective on village-based tourism, cultural anthropology, and tribal heritage. Since it is difficult to distinguish ethnic tourism from the landscape it occurs in, ethno-tourism is intertwined with ecotourism. However, ecotourism is another segment under travel and tourism where travelers visit different locations with the purpose of enjoying nature. Initiatives from different tourist boards and favorable government policies with variations in tour types will facilitate the growth of the ethno-tourism community-based eco-tourism market during the forecast period.

Increasing per capita income and the experience that travelers get from engaging with different cultures act as growth drivers for the ethno-tourism community-based eco-tourism market. As the younger generation and urban population of various countries grow more open towards other cultures, and there continues to be a rise in per capita income, the demand for ethno-tourism community-based eco-tourism market will also rise over the projection period.

• With the expanding tourism sector in India, the ethno-tourism and eco-tourism sectors will also undergo strong growth as travelers seek out ethnic experiences at popular and attractive locations.
• South African region is expected to dominate the global ethno-tourism community-based eco-tourism market during the assessment period.
• By tour type, the group category will generate greater demand for the market during this period.
• Based on age group, the 21-35 segment has been observed to prefer ethno- and eco-tourism as compared to other age groups.

Competitive Landscape 

As a labor-intensive market, ethno-tourism community-based eco-tourism has immense economical benefits. Significant market players are keen on offering various tour programs including guided tours and ethnic cuisine experiences. Engagement with the local environment and culture offered by this type of tourism has more advantages than disadvantages for a nation.

More Insights into Ethno Tourism Community Based Eco Tourism Market 

According to the reports, based on segmentation, online booking channels are the most popular as it offers more options and convenience. In terms of age group, the 21 to 35 category is the most common age group to opt for ethno-tourism. The group tour type also opens growth avenues for the market.

Based on region, the ethno-tourism community-based eco-tourism market in South African terrains will dominate the global marketplace. The target market in this region is shaped by rich cultural, linguistic, and natural backgrounds. The ethno-tourism market has also been beneficial to the regional economy by creating more jobs and earning opportunities. In addition to the southern African subregion, India also presents notable growth in the ethno- and eco-tourism market. Many travelers are attracted to popular and pleasing locations within India where they can garner a better knowledge of native people, life, and culture. All of these considerations propel the ethno-tourism community-based eco-tourism market forward in the upcoming years.

Ethno-Tourism Community Based Eco Tourism Market by Category

By Demographic:

By Nationality:

• International

By Tour Type:

About Future Market Insights (FMI)

Future Market Insights, Inc. (ESOMAR certified, recipient of the Stevie Award, and a member of the Greater New York Chamber of Commerce) offers profound insights into the driving factors that are boosting demand in the market. FMI stands as the leading global provider of market intelligence, advisory services, consulting, and events for the Packaging, Food and Beverage, Consumer, Technology, Healthcare, Industrial, and Chemicals markets. With a vast team of over 400 analysts worldwide, FMI provides global, regional, and local expertise on diverse domains and industry trends across more than 110 countries.

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Associate Vice President at Future Market Insights is deeply committed to uncovering actionable insights for consumer and food and beverage players. She brings a unique blend of analysis, industry trends, and consumer behavior to put data into perspective.

What she makes out of data becomes a delight to read. She has authored many opinions, including for publications like Process Industry Informer and Spinal Surgery News, as she understands the market pulse and consumers' shifting preferences.

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Special report: The power of the GCC as a source market for global tourism

The size and monetary value of the outbound GCC tourism market were never in question – but what are its challenges, opportunities and key growth drivers in the foreseeable future?

That the GCC market comprising Saudi Arabia, the UAE, Bahrain, Qatar, Kuwait and Oman, can prove to be an incredibly lucrative source market for global tourism is beyond doubt.

According to figures shared by the United Nations World Travel Organisation (UNWTO), international tourism expenditure from the GCC climbed from $40bn in 2010 to $60bn in 2017, with per capita expenditure of individuals from the GCC 6.5 times higher than other regions worldwide. Tourism boards across the world are only too aware of the fact.

“All over the world, [visitors from the GCC] are known as travellers with high solvency: their average spending on foreign trips is $1,700-$3,000,” says Anastasia Popova, head of International Division, Moscow City Tourism Committee.

While outbound tourism from the GCC means tens of billions spent in the destination countries, it also presents an opportunity for entities within the originating country. These could imply revenue streams for tour operators, airlines and travel insurance providers, among others, which stand to gain when the country’s residents book their foreign trip. According to data shared by Research and Markets, the Saudi revenue from its outbound travel and tourism market is projected to grow at a CAGR of 18.21 per cent from 2021-2028, reaching $27bn by 2028.

There are positive figures for almost all the other GCC markets. The UAE, which has the Arab world’s second-largest economy – and which has an approximately 90 per cent expat population – is expected to gather a revenue of $30.5bn by 2028 by way of outbound travel, Qatar will raise $13bn by then, and Kuwait will notch up $17bn in revenue from this avenue by 2028 (up from approximately $12bn in 2019.)

A pandemic-proof region  The pandemic has undoubtedly pushed global tourism off a cliff. The UNWTO said that in 2020 international arrivals plummeted by more than 70 per cent, to levels not seen in over three decades. It estimated that the decline resulted in a loss of about 1 billion arrivals and $1.1 trillion by way of international tourism receipts.

At the time, UNWTO projected a rebound in international tourism over the second half of 2021, though cautioned that a return to 2019 levels in terms of international arrivals could take between 2½-4 years. However, preliminary data released earlier this year by UNWTO showed that while there was a 4 per cent year-on-year increase in international tourists’ arrivals in 2021, overall, these figures were still 72 per cent below pre-pandemic levels of 2019, highlighting the need for a more sustained and uniform recovery.

There are tourism destinations that bucked the trend last year – especially when it comes to attracting visitors from the GCC. Switzerland is a prime example. According to figures shared by Switzerland Tourism as well as from the Swiss Department of Statistics, from July-November 2021, there was a 2,107 per cent growth in the number of arrivals from the UAE compared to the same period in 2020 – it isn’t unusual for tourism boards to report such large differences over 2020 when most of the world was under lockdown for several months and stringent travel restrictions remained in place.

However, Switzerland Tourism’s highlight is that the July-November 2021 arrivals of 201,670 people from the UAE was 19.5 per cent higher than the 168,701 individuals that travelled from the UAE over the same period in 2019 – which means that as far as visits from the UAE are concerned. Switzerland is beating its pre-pandemic figures. From the GCC alone, Swiss Tourism received 352,956 visitors, who in turn generated 15.7 million overnights in the Alpine country from July-November last year. Pre-pandemic figures shared by Switzerland suggested that Saudi and the UAE account for around 35 per cent of its arrivals from the GCC, while Kuwait and Qatar recorded 13 per cent, and Bahrain and Oman followed at between 2-3 per cent.

Another region that is bucking the trend is the UK.

“Flight bookings data from ForwardKeys has shown signs of recovery from the Middle East when it comes to arrivals into the UK in recent months. The most favourable week so far for the Middle East was in late November, when arrivals reached 78 per cent of pre-Covid levels, outperforming all other global regions,” says Jennifer Huntley, head of partnerships, APMEA region for VisitBritain.

“In our most recent year of full data, 2019, 1.2 million visitors came to the UK from the GCC, and those visitors spent GBP2.6bn during their stays. GCC visitors stayed on average 12 nights, and spent GBP2,151 per visit. On average, from 2017-2019, 45 per cent of visits from the GCC originated from the UAE, 19 per cent from Saudi Arabia, 16 per cent from Kuwait, 13 per cent from Qatar, 4 per cent from Oman, and 3 per cent from Bahrain,” explains Huntley.

Huntley’s assessment of the lion’s share of visits from the region coming from the UAE, is supported by data released by the World Travel & Tourism Council in 2019 which found that while Saudi Arabia was the leading international market for outbound departures from the UAE with a share of 30 per cent, it was followed next by the UK at 17 per cent. The collective tourism potential of the GCC is further underscored by other destinations including Moscow. “The growing interest in Moscow is confirmed by statistics such as in the first nine months of 2021, there were 107,000 visitors from the Middle East, including almost 19,000 visitors from the UAE, 9,840 visitors from Qatar, and 3,815 visitors from Saudi Arabia,” observes Moscow tourism committee’s Popova.

A burgeoning GCC source market is true for the Far East as well, is also reflected in statistics by the Japan National Tourism Organization (JNTO). “In 2019, Japan saw a record high number of visitors from the GCC countries with 28,222 visitors making the journey, a 28.4 per cent increase on the previous year and the figure doubling in the past five years,” says Tomoko Kikuchi, executive director of JNTO’s Dubai office. Apart from the often-visited European, Asian and American haunts for GCC travellers, there are new markets that are only just opening to them – namely Israel.

“Following the signing of the Abraham Accords in 2020, the Israeli Ministry of Tourism held the first virtual joint tourism forum of the Emirates and Israel in December 2020. One of the main purposes of the forum was to create connections between Israel and UAE’s tourism industries and to initiate collaboration between the two markets in the tourism field,” says Ksenia Kobiakov, director of New Markets Development Department, at the Israel Ministry of Tourism.

“The UAE is a brand-new market for our ministry, specifically for our New Markets Development Department. We see great potential in incoming tourism from that destination. Therefore, we have put in action – and are already actively implementing – a detailed plan to promote tourism from UAE and Bahrain,” adds Kobiakov.

Local connections Realising the need to tailor their messaging for the region, global tourism boards are going the distance. JNTO, for example, opened its first Middle East office in Dubai last November.

By 2030, Japan intends to attract 60 million visitors with a projected annual consumption of JPY 15 trillion – and to get there, it’s going to need to make a big splash in the Middle East.

“According to a survey conducted by the JNTO in six GCC countries from May to June 2021, approximately 30 per cent of respondents answered that they would like to go to Japan in the future. Conversely, almost 40 per cent of the respondents answered: ‘I don’t know much about Japan’, presenting an opportunity for the JNTO Dubai office to broaden awareness and increase the number of visitors from the GCC,” says JNTO’s Dubai-based Kikuchi on the reason why it decided to open a representative office in Dubai in the midst of a pandemic.

Also last year, the UNWTO opened its first Middle East office in Riyadh in order to coordinate its initiatives and policies across 13 member states within the region.At times, attempts are being made at direct exchanges with local tourism boards from the region to learn best practices as well as to facilitate an exchange of knowledge.

“I am in touch with Dubai Tourism to develop collaborations,” says Fleur Hassan-Nahoum, deputy mayor of Jerusalem and co-founder of the UAE-Israel Business Council. “Our tourism ministries are in contact and working on [ways] to bring value to each other. We are getting requests about trips to Israel from a cross-section of the public in the Gulf.”

Expo 2020 Dubai particularly has been a focal point in the efforts of countries to drive tourism from the region to their destinations. As Kobiakov from Israel’s ministry of tourism points out, Israel had its pavilion at Expo Dubai 2020 opened by Israel Tourism Minister Yoel Razvozov.

VisitBritain, VisitScotland and Tourism Ireland meanwhile turned to the Expo to launch 10 new itineraries across the UK at the mega event. Some studies have also correlated a direct measurement of the impact that the Expo will have on driving out-bound tourism.

“Middle East tourism accounts for 1.3 per cent of the arrivals to Italy. It’s estimated that a 5 per cent increase of tourist flows to Italy following Expo Dubai would generate an economic value of EUR25.5m a year, accord-ing to the School of Management of Milan’s Politecnico,” says Paolo Glisenti, commissioner-general of Italy at Expo 2020 Dubai.The Expo has allowed international tourism boards operating in the UAE one more platform other than the traditional annual Arabian Travel Market held in Dubai every year.

“The Moscow City Tourism Committee will continue to forge links with travel influencers, major tour operators and MICE agencies in the region taking part in Arabian Travel Market and events dedicated to the business travel: Meetings Arabia and Luxury Travel Congress (MALT) and Qatar Business and Luxury Travel Congress (QBLT),” explains Popova.

Foreign tourism boards, as part of their local outreach initiatives, are also working closely with influencers from the region. Switzerland’s tourism board, for example, collaborated with Raha Moharrak, the youngest Arab and first Saudi woman to climb Mount Everest, as well as Sara Murad and Haya Yasmeen to participate in the Swiss “100% Women” initiative where 700 women from 20 countries scaled all of the 4,000-metre-plus peaks in Switzerland last year.

In another initiative, Swiss Tourism also partnered with the wildly popular Dubai-based Supercar Blondie who undertook a Grand Tour of Switzerland and produced content for her over seven million followers on YouTube and close to 10 million followers on Instagram.

Growth drivers There are going to be a handful of key drivers in growing the outbound GCC tourism market. These include intra-GCC travel whereby residents of countries are encouraged to visit other GCC markets, the role of airlines and finally, governmental policies that encourage travel.

According to data shared by the GCC Statistical Centre in Muscat, in 2019, the percentage of intra-tourism among GCC countries reached approximately 28.7 per cent of the total number of foreign tourists arriving within the GCC states. Reportedly, in Bahrain, 95.6 per cent of all the international tourists it received were from other GCC countries. The numbers varied for countries such as the UAE where 15.4 per cent of all its international tourists were from GCC countries, whereas in Saudi that figure stood at 26.5 per cent – indicating the potential of each GCC country to either further encourage travel from within the GCC, or as in the case of Bahrain, encourage it to open up further to tourists from beyond the GCC.

Playing a crucial role in stimulating an appetite to travel beyond national borders are airlines. Within months of the signing of the Abraham Accords, several carriers including flydubai, Etihad, Emirates and Gulf Air announced direct flights would begin operating to Israel. Also, budget airlines have recently ramped up operations to aid those who are travelling on modest budgets.

Wizz Air Abu Dhabi, for example, an ultra-low-cost carrier and a joint venture established between ADQ and Wizz Air Holdings, began operations out of the UAE capital in January 2021. “Wizz Air Abu Dhabi has successfully operated more than 1,000 flights since its launch in January 2021, with over 500 flights taking place in the fourth quarter of last year. Q4 results were particularly impressive after the easing of travel restrictions in September, with load factors at nearly 85 per cent in December,” says Michael Berlouis, managing director of Wizz Air Abu Dhabi.

“Wizz Air Abu Dhabi offers 37 destinations from the UAE to 22 different countries. Further growth East will build on the success of the first year of operations and capitalise on pent-up demand for travel.”

Apart from the low-cost model, other airlines such as the full-service carrier Emirates, have entered into agreements directly with foreign tourism boards to encourage travel. Emirates recently signed an MoU with the Ministry of Foreign Affairs and Public Service of The Bahamas to roll out joint initiatives to promote tourism to the Caribbean country, including via its Emirates Holidays platform. Another avenue to grow outbound tourism will be governmental and administrative policies, including visa liberalisation measures.

A few months ago, a visa waiver agreement between Israel and the UAE for citizens of the two countries took effect, and the results are already being felt on the ground.

“Thanks to the elimination of the need for visas since October 10, and the re-opening of Israel borders, we are looking forward to seeing a major increase in the number of visitors from the GCC. According to our estimates, Israel expects to welcome around 100,000 visitors from the GCC annually as long as the tourism situation worldwide goes back to normal,” says Israel tourism ministry’s Kobiakov.

The sentiment is echoed by Moscow City tourism’s Popova who adds, “The introduction of electronic visas, suspended because of the pandemic, will be a great advantage and will contribute to increasing the number of tourists from GCC to Moscow.”

Healthy forecasts are shared by VistiBritain’s Huntley too, who notes, “The most recent forecasts from Oxford Economics/VisitBritain predict that visits from the GCC will more than double in 2022 compared to 2021, reaching 550,000 in total. Visits in 2023 are forecasted to be a further 50 per cent higher, reaching 828,000.”

The pandemic and its numerous curveballs notwithstanding, forecasts such as these show that the growth drivers are primed to support an exponential growth in GCC’s outbound tourism market.

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Moscow courts UAE to bump up inbound tourism

• Moscow targetting UAE tourism
• International visitors 10% of total
• Gulf tourists spend more

Moscow aims to double the number of annual visitors from the UAE this year, to expand its international tourist base amid headwinds such as the war with Ukraine. 

Bulat Nurmukhanov, head of the International Cooperation Division at Moscow City Tourism Committee (MCTC), told AGBI that while the Russian capital’s domestic tourism has broadly recovered since the pandemic, international tourism has yet to do so. 

Moscow received 24.3 million visitors in 2023, he said, of which 2.3 million were international and the rest were from elsewhere in Russia. In 2019, Moscow recorded 25 million visitors, of which four million were from overseas.  

• In Dubai, it looks like the Russians are staying
• Moscow still a key destination for Middle East tourists
• UAE-Russia trade grows as Putin arrives in Gulf

“Despite the challenges Moscow faces today, it has almost recovered its pre-Covid visitor flow of 2019 – our best year for the industry, helped by the effect of hosting the Fifa World Cup in 2018,” Nurmukhanov said.  

“But most of these are domestic tourists. We hope that by working with new markets such as the UAE, we can restructure the international tourism base and attract more visitors from the Emirates and wider GCC.”

Moscow has yet to calculate the number of visitors from the UAE last year, but it is a small proportion of the overseas total, according to Nurmukhanov. However, it is an important source market because of its higher-than-average spend per visit. 

“They’re helping load Moscow’s five-star hotels”, he said. These are not as popular among domestic tourists and other nationalities as three and four-star hotels. 

Last summer, MCTC revealed that tourists from the Middle East accounted for more than 30 percent of Moscow’s total tourist flow from outside the Commonwealth of Independent States in 2022. 

“Middle Eastern countries are among the most promising markets for inbound tourism,” the committee noted. 

In the UAE, the number of Russian tourists and investors leapt in the year after Moscow’s invasion of Ukraine, as Russian businesses sought a safe haven free of sanctions imposed on them by the West. 

Bilateral trade between the two countries has also risen sharply , by 63 percent between January and September 2023 to $9 billion, according to Russia’s government. 

Nurmukhanov said: “We’re already receiving a decent amount of tourists from the UAE and want to make sure that now, we adapt our infrastructure and design new hospitality products, entertainment and offerings that will be in their interest.” 

The strategy includes enhancing relationships between Moscow and UAE hotels, travel agents and tour operators; improving restaurants’ halal offerings; translating menus and other literature to Arabic, and promoting popular activities such as bear hunting, helicopter trips and horse riding.  

Some Moscow hotels even help GCC tourists to purchase warm clothing for their trip, Nurmukhanov said. Gulf visitors can obtain visas on arrival in Russia, and in November a rapid e-visa service was extended to other countries.  

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