Adventure and experiential commerce is a continually expanding industry that, with proper management, you have significant effects on nearby communities ‘ well-being and the renewal of their normal areas. But, we face tremendous systemic barriers: over 85 % of experience services in Mexico are not prepared to link with this marketplace.
In this situation, the Market Ready Tourism model was developed in 2014 in partnership with La Mano del Mono, Small Planet, AMT Marketing, and the Indigenous Tourism Association of Canada as a model to help experience and experienced tourism businesses and places be prepared and connected to markets while promoting the ecology of the business. To date, the Market Set tools have strengthened more than 650 businesses operating in 100 natural places in over 15 locations. However, it is important to acknowledge that the areas who have contributed to their own development and sustainability in their projects are unable to make this positive impact.
Local Companies, World Effects
We examine the effects made by local businesses that took part in the” Green Destinations Cultivation and Market Set” strengthening program. The impact measurement was carried out in partnership with Alterna, a leading organization in Central America in promoting social businesses, researching their markets, and the impact measurement learning community comprised of: Credicampo ( El Salvador ), Cunori-ProMipyme ( Guatemala ), Filantropis ( Guatemala ), La Mano del Mono ( Mexico ), Plan International ( Guatemala ), ASOREMI ( Guatemala ), and Centro de Derecho de Mujeres ( Honduras ).
Market Available Tourism Impact Methodology
Companies from Guatemala, Honduras, and Mexico, strengthened with the Market Ready Tourism ( MRT ) model, participated voluntarily in a process of evaluating the impacts generated by each of them. During this review, we furthermore investigated how the unit contributed, or not, to the event of these effects. This analysis enables us to assess both the direct and immediate effects of the design. Based on the profiles of the Market Set Tourism Model, the participating companies are switching from a “visitor set” report to a “market ready” page.
In the months of January, February, and March of 2024, the measurement process was conducted via WhatsApp through virtual sessions, phone calls, and a follow-up channel.
In 2022, 20 companies joined the measurement. The number of companies called increased to 41 by 2023, highlighting a notable increase in the number of people interested in learning about their impact. In addition, it is important to note that 88 % of these participating companies are currently operating, and more than 85 % indicated that they do so formally, i. e. they have a legal status.
Jobs created by businesses in response to the development of sustainable destinations and market-ready tourism
In 2022 and 2023, employers conducted a comparative analysis of the job opportunities they provided. These results reflected the sector’s expansion and the evolution of employment practices.
In 2022, the 20 participating companies created a total of 324 jobs. Of these, 32 % were female employment, indicating that approximately 104 women were employed by the group of companies. However, only 18 % of the jobs had legal benefits, which equals about 58 jobs with formal benefits. Additionally, 66 % of the positions were under verbal contracts, indicating that about 214 workers did not have written contracts, implying informal working conditions.
In 2023, with the significant increase in the number of participating companies ( 65 ), the total monitored jobs grew significantly, reaching 534 people. However, jobs with legal benefits remained constant, suggesting that despite the growth in the number of positions, a smaller proportion of these were formalized with legal benefits. Each business then produced an average of 8 formal jobs.
It is important to highlight that despite the challenges, there was a significant change in the nature of the work as full-time jobs increased by 20 % in 2023 compared to 2022, accompanied by a 20 % decrease in part-time jobs. This change highlights a positive aspect of the sector’s persistent informality in addition to the trend toward more stable positions and possibly better working conditions.
” La Mano del Mono has provided us with a number of growth-oriented courses,” says La Mano.” I have nothing but gratitude for the community projects.” – Expediciones Amatlatzcas
Women in the Workforce
The significant increase in female employability is one of the most notable achievements. Women made up 32 % of the workforce in the participating companies in 2022. This percentage increased by 45 % by 2023, reflecting the commitment of the Market Ready model and the organizations working to promote gender equality in travel. After participating in Market Ready Destination Cultures, women’s participation in the company’s workforce has increased, demonstrating the model’s model’s efforts to foster market connection and training.
To make this progress, specific initiatives were put in place to integrate and enhance female participation in specialized training. By providing childcare services to participants so they could bring their children, there were criteria established that favor the inclusion of women and made it easier for them to attend workshops. In order to ensure equality of voice and opportunity, female participants in the workshops were closely monitored.
In the analysis of female employment in the participating companies, there was evidence of a significant level of female leadership. About 75 % of this female workforce holds managerial positions, which indicates that women are taking on leadership roles as well as starting businesses. This data demonstrates that there are more women in leadership positions in the business sector, which is a sign of growing gender equality. Prior to this measurement, the primary roles of women were in cooking and crafts.
” I’m grateful for putting all your effort and effort into giving entrepreneurs the tools they need to grow their businesses.” – AdAnna Natural Cosmetics
Business Performance and Financing
The participating companies ‘ business capabilities have been strengthened significantly by the market ready tourism model. In 2022, only 18 % of these companies were considered consolidated. This percentage had significantly increased to 42 % by 2023, demonstrating that more businesses are operating with greater stability and success.
The overall sales also reflect this improvement. In 2023, companies showed an annual growth of 45 % in revenue generation compared to 2022 after the cultivation, underscoring the positive impact on their process improvements. These statistics, however, highlight a significant issue in the industry: despite an increase in sales, only one company’s gross sales amount is reported. Leading nature tourism companies have a high potential for sales, which requires better preparation and stronger market connections to achieve.
Environmental and Social Impact
In addition, the market-ready tourism model has promoted greater environmental and social impact awareness and responsibility. In 2022, 100 % of the companies reported implementing practices that generate positive socio-environmental impacts. In 2023, this commitment was maintained, demonstrating an increasing dedication to sustainability and environmental protection. These increases are in line with the model’s ability to incorporate environmentally responsible and sustainable practices into business operations, which benefits both communities and the environment.
The impact and effectiveness of the Market Ready Tourism model have changed significantly between 2022 and 2023, according to a comparative analysis. Participants rate the value the model provides them with a 4.5 in 2022 and a 4.6 in 2023 ( out of 5 ) as evidence that it supports them in developing their skills and tools to boost their businesses and draw customers. The most notable change was the significantly higher recommendation rate, which was 9.37 out of 10 in 2023 as opposed to 9.00 in 2022. In the program’s second year of operation, these results suggest greater confidence and satisfaction.
” Congratulations to the La Mano del Mono organizers of the Market Ready Tourism Model because it is a program designed for community entrepreneurs, those individuals who dare to form a business to improve the quality of life in their town while protecting the environment. – Expediciones Amanalco
Conclusions on the Development of the Adventure and Experiential Tourism Industry
In the past 50 years, 50 % of Mexico and Latin America’s forests have been deforested, mainly due to extractive economies such as livestock, extensive agriculture, or mining. Additionally, 50 % of the rural and indigenous population has migrated from their lands due to a lack of economic opportunities. Local businesses are n’t utilizing this opportunity, mainly because they lack the tools and abilities to reach and connect with their potential customers, despite the fact that the market for adventure and nature tourism is expanding at a rate of 15 % annually, which is a significant step toward sustainable development.
The Market Ready Tourism model and local businesses have demonstrated that their destinations can both have better environmental and social impact as well as strengthen individual business capabilities. Moreover, the integration of sustainable practices, gender equity, and social impacts has driven real impacts in their destinations.
This change is placed in context of a more expansive context that promotes the development of adventure and experiential tourism. The rise in business activity and commitment is reflected in the company’s increased participation. Additionally, it is encouraging to see that, along with this growth, the presence of women in business and leadership roles has been consistently growing, with women occupying managerial or decision-making positions.
Through the Sustainable Destinations Cultivation and Market Ready program, destination managers ( including international cooperation, national and subnational governments, and international NGOs ) have found a reliable, cooperative, precise, measurable, replicable, and easy-to-follow model. Additionally, they have discovered the necessary tools and strategic information to make wise investments in the sector. As a result, nature destinations and their companies have the tools and capabilities to attract visitors and provide high-quality, safe, profitable, and sustainable experiences. In response to this, nature tourism companies have become more effective and significant investments, creating a sustainable economy that supports the protection of natural resources and the well-being of local people.
Local Companies, World Effects
It is crucial to acknowledge the community commitment and effort that these companies put forth as well as the strategic partnerships that have strengthened business capabilities and promoted the regeneration of natural areas and the well-being of local communities. We appreciate the collaboration of key allies such as USFWS, Fundación Azteca, German Cooperation GIZ, USAID, Alterna, Sustentur, Chujum Lab, SECTUR, CONANP, INGUAT, CONAP, and the local companies, demonstrating a growing commitment to the conservation of their biodiversity and the well-being of their communities through adventure and experiential tourism business models in nature destinations. Market Ready Tourism is a reliable, cooperative, precise, measurable, and easy-to-follow model, globally replicable and scalable, driven in Latin America by La Mano del Mono ( LMDM) through strategic partnerships.
This article was co-created by Alejo Heymo, Operations Circle Coordinator, Mauricio Miramontes, Alliances Coordinator, and Viviana Vásquez Duque, Communication Leader of La Mano del Mono ( LMDM).