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What is Community-Based Tourism?
Community-based tourism (CBT) is an approach that involves the local community in tourism and tourism-related activities to create positive economic, social, cultural and environmental impact. CBT is a form of sustainable tourism that gives local communities autonomy in the decision-making process and a collaborative path toward working with the tourism industry. Ideally, this sustainable tourism model gives communities ownership over the development and management of CBT experiences to ensure benefits remain within their community and contribute to the overall well-being of a destination and its people. While the concept has been around since the 1970s, a universal framework or definition for CBT has yet to be defined by the industry.
Whether we refer to it as community tourism, community-led tourism or community-based tourism, each of these concepts are rooted in bringing the positive impacts of tourism to communities through active participation and collaboration with locals. Regardless of the terminology we use, CBT offers valuable principles and strategies that destination leaders and tourism organizations can implement to ensure that tourism is regenerative, not extractive.
How Tourism Impacts Local Communities
Sustainable tourism models like CBT aim to minimize tourism’s negative impacts, including environmental degradation, cultural erosion and economic leakage, by centering communities in decision-making.
Economic Development
Tourism creates jobs, generates revenue and diversifies economic activity, contributing to the development of many destinations. However, economic leakage, also known as tourism leakage, frequently results in fewer benefits for local residents and happens when visitor spending leaves local economies. This could be a result of imports, foreign employment or multinational corporations.
CBT minimizes the effects of tourism leakage by keeping visitor spending local. When residents are actively involved in tourism development and destination management activities, they can influence tourism initiatives that result in greater economic opportunities and local prosperity.
Culture & Heritage
Tourism can contribute to the commercialization and exploitation of local cultures and traditions. Not only does this perpetuate stereotypes, exacerbate cultural appropriation and commodify cultural and historical assets, but it can also result in the unequal distribution of tourism’s economic benefits.
Working alongside communities allows for more authentic and respectful tourism experiences that celebrate and preserve cultures and traditions while providing the local groups who operate these experiences a source of income. As travelers continue to seek out and demand more meaningful travel experiences, a CBT approach can offer a win-win for both communities and visitors.
Social Well-Being
When a destination and its communities are dependent on tourism, it can lead to negative outcomes such as overcrowding and commodification if not managed well. Furthermore, resident livelihood is at risk when destinations are overly reliant on tourism as a source of income.
On the other hand, tourism has the potential to improve resident quality of life. CBT empowers communities to make and influence destination decisions that impact their daily lives, which can result in more equitable revenue distribution, greater employment opportunities, improved access to leisure activities and so on.
Environment
A destination’s natural environment is a common factor that influences traveler decisions. Tourism activities such as pollution and overcrowding can have a negative impact on the environment, diminishing natural resources, endangering wildlife and creating a negative experience for residents.
Engaging with communities tends to lead toward greater preservation and conservation of the environment, as residents are motivated to protect the natural resources and spaces that enhance their quality of life.
5 Tips for Practicing Community-Based Tourism
Implement a Community Participation Model
To lay a strong foundation for CBT, consider implementing a governance structure that encourages and affirms community participation. Based on research and recommendations from the Time for DMOcracy global study on community engagement, there are four major community participation models that destinations can draw from to achieve active involvement while also fostering a greater sense of belonging and pride in community.
- Community Participation in a Strategy or Planning Process
- Broader Community Participation Models
- Tourism Advisory Councils
- Tourism-Government-Industry Councils
A destination’s community participation approach will differ depending on the desired outcomes. For example, a consultation approach where community members participate in the strategy process may be useful for improving existing services and programs whereas a broader approach that actively engages with local government and community groups may be useful for joint decision-making and ensuring community members are empowered to participate.
Assess Community Needs & Conduct Sentiment Research
A successful CBT approach relies on understanding community needs and identifying what role tourism should play. Conducting regular sentiment research studies can help tourism organizations gather important insight on what initiatives and programs to prioritize and how residents and other key stakeholders perceive tourism.
For example, Travel Oregon conducts biannual sentiment research studies measuring resident quality of life, perceived impacts of tourism on resident well-being and overall support for state tourism. These surveys inform destination development and ensure that community perspectives are valued in decision-making.
Differentiate Tourism Products with Authenticity
Community-based tourism relies on traveler demand and awareness, and with experiential travel on the rise, communities should seek to create unique tourism experiences and products that are in alignment with their values, traditions and culture.
Indigenous-led tourism experiences offer great examples of CBT, as seen in the Māori-owned Kohutapu Lodge in New Zealand’s Bay of Plenty. Guests of the lodge are given an opportunity to engage with local culture and participate in immersive experiences, ranging from guided tours through ancient rainforests to eel fishing and weaving, led by community members.
Invest in Education & Training Opportunities
A lack of local skills and tourism knowledge is a common barrier to CBT, which can lead to a negative experience for visitors and locals alike. Investing in education and training opportunities, ranging from learning a new language to how to market a business, is a critical component to effective, long-term collaboration with local communities.
In Los Angeles, the Business Connect Program supports and engages with diverse supplier businesses with the potential to provide goods and services at major events. The program offers professional development, networking and access to subcontracting opportunities with high-profile events across the region. Created by the Los Angeles Sports & Entertainment Commission, the organization works closely with the Los Angeles Tourism & Convention Board to support the program, including waiving membership dues, facilitating partnerships and empowering local, diverse-owned businesses to reap the benefits of tourism.
Develop Strategic Partnerships
Strategic partnerships are essential for the growth and expansion of CBT and can include international and local work with non-governmental organizations, tourism industry businesses, universities and government agencies. Partnerships can be a source of funding, resourcing, capacity building and promotion which all contribute to the success of CBT initiatives and experiences.
For example, Intrepid Travel partners with local communities to promote and develop their CBT experiences. This type of partnership can provide marketing and promotional support to increase exposure and credibility for lesser-known experiences, communities and destinations that travelers would not have discovered otherwise.
What is the Relationship Between Community-Based Tourism & Destination Stewardship?
Community-based tourism is closely related to destination stewardship, which is the continuous pursuit of a net positive tourism ecosystem that exists in alignment with shared community values. While CBT is focused on community-level ownership over tourism development and management, destination stewardship is a broader concept that encompasses both local and macro-perspectives of the tourism ecosystem.
CBT initiatives support a destination stewardship model, placing communities at the forefront of tourism planning and development and ensuring that tourism can support building vibrant and flourishing communities.
Ready to take a community-centered approach in your destination? Book a demo with us to learn more.