Private sector ecotourism from the ground up: the experiences and challenges of an outer island eco-resort in developing a world class tourism and hotel operation". A Case Study. Stuart Gow, Director, Matava Resort, Kadavu, Fiji www.matava.com Ecotourism is a simple term to use, but requires more than mere labelling to put into practice. In order to develop a genuine ecotourism product, a commitment to eco-principles needs to be made at the planning stages, to ensure that the business is based on genuine efforts to establish environmental and social sustainability in the real sense. Eco-tourism is a global industry, and all eco-tourism ventures must be able to stand up against global, not just national, standards. On its own, commitment to following sustainable environmental and social principles does not ensure the success of a tourism endeavour. There must be adequate demand for the product if it is to succeed and continue to grow. Marketing efforts must be made to spread awareness of environmental issues and to raise the profile of an ecotourism venture, to build a continuing customer base. Matava Resort on Kadavu Island was developed to incorporate solar power, organic gardening and other eco-tourism principles from the start of the business. The formation of the “Matava Foundation” enables the resort to process community requests for assistance, as well as managing tourism involvement with community projects. A continuing active marketing plan taps in to the growing demand for planet friendly vacations. Experiences and challenges met during development of Matava Eco-tourism resort included: Difficulties: • Waste management is difficult - recyclables and glass can only be disposed of off island • Vagaries of outer island infrastructure makes resort very vulnerable to flight and ferry schedule variations • Current power, water and waste systems limit resort scale to a maximum of 15 bures, and cannot be increased on current systems • Communications on outer islands are very expensive, VTSat system is the only reliable internet and phone solution • There is a confusion in the mainstream tourism market and national psyche about what constitutes ecotourism – many misinterpret it to mean solely low-end backpacker / village based tourism ISLANDS & SMALL STATES TOURISM CONFERENCE: Current Issues and Future Challenges Suva, Fiji • 12 - 14 September 2011 • Hosted by: The University of the South Pacific

1. " Private sector ecotourism from the
ground up: the experiences and
challenges of an outer island eco-
resort in developing a world class
tourism and hotel operation"
A Case Study
Stuart Gow, Director
Matava - Fiji's Premier Eco Adventure Resort

2. Private Sector Ecotourism
● Not just villages
● Not just backpacker
● Larger corporations
● Run as profit
making ventures
● Expandable &
reproducible
● Highly successful
around the world

3. EcoTourism from the Start..
● From the start:
solar power
organic gardening
eco-tourism principles
● A continuing active
marketing plan taps in to
the growing demand for
planet friendly
vacations.

4. Corporate Responsibility
Matava Foundation
● System to process
community requests for
assistance
● Manages tourism
involvement with
community projects
● Relationship with
communities
● Limits constant
requests/ “aid mentality”

5. Foundation Program Areas
4 only specific program
areas
● Medical Support
● Sustainable
Development
● Environment
● Education
– Limits requests...

6. Strengths and Advantages
Growing market = High
Demand
● All tourists have
awareness of carbon
footprints and environ-
mental/social impacts
● Not just the outer
island/small resorts but
ALL tourists in Fiji

7. Strengths and Advantages
Renewable Energy
● Solar power
● Low energy fittings
● 12v lights throughout
● Saves MAJOR fuel bills!
Local produce
● Organic Farm
● Local village education

8. Strengths and Advantages
Unique Selling Position
– International
– Regional
– South Pacific
● Early adopter
● First 2 market
●
3rd Party validation

9. Strengths and Advantages
● Travel & Passion
● Niche Markets – “Long
Tail”
● Specific niche markets
– Diving
– Gamefishing
– Yoga/wellbeing
– Birding
– Seakayaking
– Trekking
– Photography

10. Strengths and Advantages
Online Marketing Strength
● Clients tech-savvy
● Online marketing VERY
cost effective
● Early adopters
● Multiple outlets
● Embrace new
technologies
● “Light on feet”

11. Eco and Ecotourism Awards
● Awards =
– FREE
advertising
– FREE PR
– 3rd party
endorsement

12. Weaknesses and Difficulties
● Location:
“Our biggest strength
AND our biggest weak-
ness”
● Waste management is
difficult
- recyclables and glass
shipped with costs
● Infrastructure
– Flights
– Ferries

13. Weaknesses and Difficulties
● Limit to Upscaling
Current Model
- Maximum of 15 bures
- power systems
- waste management
● Communications
- expensive
- Satellite system
- TFL business support?

14. Weaknesses and Difficulties
Ecotourism Definition in Fiji
and throughout region?
● Confusion about what
constitutes ecotourism
● Misinterpreted as solely
low-end backpacker / vil-
lage based
● Tourism Fiji and Govt
lagging/lacking in know-
ledge

15. Opportunities
nd
●
2 resort...
– In Fiji?
– Regionally
?
– Globally?
● Franchising?
● Consulting?

16. " Private sector ecotourism from the
ground up: the experiences and
challenges of an outer island eco-
resort in developing a world class
tourism and hotel operation"
A Case Study
Stuart Gow, Director
Matava - Fiji's Premier Eco Adventure Resort
Stuart@Matava.com