2024-11-08
The "WTA·Xianghu Dialogue 2024" was recently held in Sanya, Hainan, where global tourism leaders gathered to share insights on the topic "Developing Local Communities through Sustainable Tourism Development".
Moderator: Mr. Patrick FRlTZ, Technical Coordinator of Technical Cooperation and Silk Road Department, UN Tourism
Panelists:
Ms. Olga STOWELL, Project Expert of UN Tourism
Ms. SHl Jinlian, Project Expert of UN Tourism and Head of the Institute for Culture and Tourism Development, Beijing Technology and Business University
Dr. SONG Rui, Director of Tourism Research Center, Chinese Academy ofSocial Sciences
Ms. AN Li, Vice President and Head of Public Policy of Airbnb China
Ms. Sarah WANG, Regional Director of Asia, World Travel & Tourism Council
Dr. Michelle ZHOU, Deputy Director-General of Finance Center for South-South Cooperation
Here is a transcript of the discussion:
Moderator: Communities are key stakeholders in tourism development. Given the diverse, and at times, contentious definitions of community-based tourism, how should we define and understand successful community tourism?
Ms. Olga STOWELL: Successful community tourism is usually built on the essential skills and favorable conditions to handle various challenges. Due to the complexities involved, we can’t use a single standard to measure success; instead, we must carefully analyze each situation. In general, the core of successful community tourism lies in adopting right methods that enhance the harmony between tourism and community development. Throughout this process, it’s essential to reference successful case studies for guidance.
Moderator: Then, how can we put the concept of “community-based tourism” into practice?
Ms. SHI Jinlian: From case studies, we see that successful examples of community-based tourism all share a common characteristic: an emphasis on effective use of cultural and tourism resources. First, the significance of resources is paramount. Each region possesses unique resources that are leveraged to create diverse tourism offerings. Additionally, managing community tourism destinations is vital; this includes the role of government leadership, multi-stakeholder involvement, and benefit-sharing mechanisms. Digital transformation of communities is also crucial, enhancing visitors’ experiences of local history and culture through immersive performances. For example, Shanghai’s Wukang Road–Anfu Road area showcases the evolution of century-old architecture, and Fenghuang Ancient Town brings literary characters to life in tourism experiences. Lastly, the key to sustainable tourism is strengthening community training and capacity building, ensuring that local residents share equitably in the benefits of tourism development.
Dr. SONG Rui: In China, community tourism is more a fundamental principle and concept of tourism development than a specific category. It advocates community involvement and benefit across various types of tourism, including rural, cultural, and urban tourism. Achieving this goal requires the collaboration of government bodies, businesses, industry associations, and academic institutions. For example, China’s upcoming “15th Five-Year Plan” emphasizes on community benefits. China has long promoted "self-sustained development" to equip local residents with the skills and authority to participate at all levels—from basic labor to decision-making. This is the core of community tourism. Of course, the implementation varies by country and region, and it is crucial to share experiences on international platforms. Finally, could community-based tourism expand its meaning further? Could communities not only become goals of tourism development but also actively drive progress in related fields? This would be a promising direction for the future.
Moderator: A defining feature of community-based tourism is its reliance on local communities and their cultural heritage. How can companies form mutually beneficial partnerships with communities to promote tourism prosperity?
Ms. AN Li: Community-based tourism is central to Airbnb’s competitive edge. Founded in 2007 in San Francisco, Airbnb started with two co-founders hosting three guests in their home, sparking the idea of direct community involvement in tourism. Over the past decade, we have successfully implemented this model. By 2023, Airbnb welcomed travelers in 4,000 towns for the first time, with 80% of those towns located in non-urban areas. The low investment and entry threshold of the shared accommodation model make it easier for locals to participate, driving economic growth and employment in tourism destinations. By using local resources and offering localized services, we aim to revitalize communities, preserve and share local culture, and create unique, community-driven travel experiences. By encouraging longer stays in less traditional or popular destinations, visitors have more opportunities to engage deeply with local culture and lifestyle. We believe that local culture offers the best travel experiences, and Airbnb hopes to share the world’s unique cultures with global residents.
Ms. Sarah WANG: At the World Travel & Tourism Council, sustainability is always a priority. A report we released earlier this month highlights the crucial role indigenous communities play in community-based tourism and their contributions to sustainable development. However, practical challenges remain, particularly in three areas. First, funding is an issue. Many small and micro businesses in indigenous communities lack adequate funding for infrastructure and market promotion. Commercial investments often come with a focus on short-term returns, and balancing these with long-term development and including indigenous perspectives in planning is essential. Second, cultural overdevelopment is a concern. Artistic representation of culture is important, yet cultural tourism performances are often handled by professional groups, not local residents. We need to explore how to involve local residents more deeply to create more authentic and memorable experiences. Finally, managing destination capacity is critical. Social media can lead to a rapid influx of visitors, which may overwhelm a destination in a short period. Balancing capacity-building and responsible use of media while protecting relatively fragile indigenous communities is a key consideration.
Dr. Michelle ZHOU: China has seen innovative financial models for community-based tourism, with successful examples. One effective model is the community tourism cooperative. In Gansu, service providers for homestays and agritourism have teamed up with local service providers to form a cooperative. Together, they pooled funds to transform traditional houses into homestays for tourists. Banks have offered several foreign-funded loan projects with each project valued at $200 million, covering dozens of counties and multiple villages around tourist areas. Tourism crowdfunding is another innovative financial model in community-based tourism. Places like Gutian County in Fujian and Liuyang in Hunan have used crowdfunding to improve infrastructure and tourism services. Data assetization is also a vital means of obtaining credit support. By compiling and organizing data into assets that are then included in financial reports, tourism investment companies can increase their valuation and gain bank credit. Through data assetization, areas like Hunan, Sichuan, and Qinghai have successfully secured bank loans. China has also initiated public REITs for infrastructure projects, raising funds through infrastructure-based debt. Additionally, projects such as developing scenic areas, wetlands, reforestation, and carbon credits have provided financial support for community-based tourism.