Community Tourism Project in Ecuador by vow16147


									                                   COMMUNITY TOURISM
Ecuador: Alliance between Civil Society, private enterprises and local governments to promote
          access to responsible tourism market in the northern region of Ecuador.
                                        February ’07 – January ‘08


CARE Ecuador is developing a responsible tourism
offer in the northern region of Ecuador (characterized
by extreme poverty and the presence of Afro-
Ecuadorian population) promoting small and medium
enterprises in partnership with a financial institutions
and tour operators. The first phase of the project is
focused on tourism value chain analysis and building
multi-sector partnerships. The main private sector
partner in this first phase is “Banco Solidario” – a
commercial bank financing sectors that lack access to
mainstreaming credit. Contacts have been taken with
national and international tour operators to involve them in the project and the project partners have
designed the first responsible tourism packages.
The local government is involved to create incentive to stimulate the adoption of CSR practices in the
tourism sector in the region.
This is the first community tourism experience for CARE Ecuador and there is no thorough
systematization in the region, apart from “Ruta del Che” final report.

General Objective: Contribute to poverty reduction by including rural communities in the process of
tourism development in the Northern Region of Ecuador.

Specific Objective: Improve the quality of life of the population in the Northern Region of Ecuador,
linked to responsible tourism industry, by supporting Medium, Small and Micro Enterprises, in a
sustainable and equitable fashion and protecting the tourism resources in the region.

Expected Results:
   1. Understood the responsible tourism value chain in the Northern Region of Ecuador
   2. Established a multi-sector alliance among local stakeholders (small and medium enterprises)
       with large tour operators.


Community tourism projects are not a common initiative for CARE in Latin America, and and exchange
of experience with Bolivia has been organized. Among important lessons gained from Bolivia
experience are:
1. Value chain analysis is fundamental at the beginning of the project in order to avoid unrealistic
     expectations of the stakeholders of the alliance and put the bases for a fair distribution of the value
2. It is fundamental the establish alliances with tour operators since the beginning of the project,
     because this is a role that the private sector only can assume and can help to shape the offer
     based on the demand
3. Need to establish a common language and communication flow between large private firms, SMEs
     and communities through a capacity building process (using CSR language), in order to prevent
   Elaborated Market Study for the responsible tourism market in the northern region of Ecuador. The
    design of five tourism products has been elaborated.
   Tourism value chain analysis in progress
   Established the responsible tourism network of the northern region of Ecuador. It is the first time
    that communities (indigenous, mestizos and afro), private sectors and land owners met to start the
    negotiations to integrate their tourism initiatives.


This project is meant to be a study and start-up phase for a bigger tourism initiative. The impact
therefore cannot be measured on the final beneficiaries yet.

   The first specific objective is work in progress (50%) as the tourism value chain is almost completed
    and its development will start during the next few months.
   The establishment responsible tourism networks is the most notable result of the project until now
    as it aggregates more than 20 entities of different sectors and has the potential to generate the
    necessary resources to make the initiative advance after this first phase.

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