Role of Communication in Planning and Implementing Sustainable Tourism Policies and Strategies, The

This 32-page proceedings document from an e-conference on tourism development, organised by the World Bank Development Communication Division, United States Agency for International Development (USAID) Development Communication and Sustainable Tourism Unit, and the United Nations World Tourism Organization (UNWTO), states that tourism, as the world's largest economic sector, can be a powerful tool for economic growth, poverty reduction, and for the conservation of natural and cultural resources. It discusses the role of communication for development in sustainable tourism. The cross-sectorial range of issues involving multiple local and national stakeholders includes trade and investment policy, employment and labour laws, enterprise development, public-private partnerships,
community and urban planning, infrastructure development, conservation of cultural heritage and biodiversity, management of natural resources, safety and security, and education and workforce development.


The positive aspects of effective communication in sustainable tourism include facilitating management, exchange of stakeholder opinions for consensual solutions, links to markets, and visitor safety. Further, as stated here: "A comprehensive communication strategy, which should identify how information, awareness creation, advocacy, network building, conflict mitigation, and communication platforms will be supported, is essential for any successful sustainable tourism development activity."


Session 1, pp. 3-6, on communication in sustainable policies and strategies, focuses on conventional communications and consultations like forums and workshops, modern technologies used to facilitate participatory processes, strategies for combining conventional and modern communications, media support of planning and policy, and effective communication to inform and educate stakeholders and the public.


Some strategies and examples cited in this section are:

• Government websites need not just serve tourism promotion purposes, but also can disseminate
  information on tourism policies and plans.
• At a Tanzanian tourism investment conference, multiple promotional strategies were: the president met with individual investors; the BBC broadcast live interviews; the Africa Travel Association (ATA) published several articles in their magazine; and the local newspapers provided event coverage;
• A Zambian tourism newsletter started by a committed individual gradually became an important source of tourism development information with the support of public and private sector organisations.
• The Australia Tourism White Paper Implementation Plan 2004, launched by the Minister for Small Business and Tourism, was refined through on-line consultation with key tourism industry and government stakeholders.
• The European Environment Agency's DestiNet is an information resource and communications platform on the ways in which tourism is being made more sustainable.
• Civil society and mass media organisations as watchdogs can ensure that tourism policies and strategies are beneficial both for local communities and for the conservation of natural resources and cultural heritage in developing countries where political and economic pressure favours rapid development.
• Sustainable tourism policy issues can be integrated in school curricula in different types of education programmes related to tourism management and planning, as well as in advocacy efforts with public officials and business persons.
• Awareness-raising communication tools include seminars and workshops, internships and mentor relationships with leaders of successful programmes in other communities, and web forums.
• Collective actions should be instituted by academic and training institutions for “tourism knowledge management.”