Pro Poor Tourism - Tourism increasing benefits for poor people

Outbound Tour Operators

Introduction
The revenue generated from overseas visitors to many poorer destinations, whether countries, regions or local areas, is crucial to the local economy. Unfortunately the benefits of tourism often do not trickle down to the economically poor in the community. Pro-poor tourism is about increasing the benefits which accrue to the economically poor from tourism; it is about being pro-active in enabling them to sell to tourism businesses or to tourists: going beyond trickle down.

Recognising this, outbound tour operators can use their considerable influence to ensure that local providers and ground handlers maximise the opportunities to include the economically poor in the tourism economy. The economically poor can becoming involved in tourism by providing guided tours of their farms, towns or villages, demonstrating the production of crafts, providing food and beverage during excursions, offering story telling or selling fruit or pressed juices.

The Benefits

Enhance your brand and differentiate your products and trips. Competitive advantage is gained by having a more distinctive product. Companies that put back into the local community and invest in the local economy stand out from the others.
Greater local support. The support of the local community can be very important to tourism businesses in ensuring their license to operate, the degree of acceptance and support for tourism and can have tangible benefits for the safety and welfare of your travellers. You also benefit from a more diverse and vibrant business environment.
Staff morale and improved service. Staff take pride in the way a company is able to deliver benefits for the local community, and happy staff generally deliver improved customer service and achieve higher levels of client satisfaction.
Happier holidaymakers and travellers. Holidaymakers and travellers are increasingly looking for local and authentic experiences in destinations. Local people and the economically poor in particular are often the custodians of knowledge about their natural and cultural heritage and can therefore earn additional income by engaging in tourism and provide unique and memorable experiences for your clients. If you work with your ground handler and local communities you may develop experiences which your clients will enjoy and on which you can earn commissions.
Word-of-mouth marketing and media coverage. Contact with local people provides the stories people tell to friends or readers encouraging referrals and repeat bookings.
Offer exceptional local experiences. These kinds of experiences, positive encounters with the economically poor, add to the tourist experience and can add flair and distinction to the client experience. They can also help raise the standard of living for a family.
Industry awards and recognition. Awards bring market awareness and added credibility.