Adumu Safaris Theory of Change
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THEORY OF Scale up safari sales so that Adumu Safaris is CHANGE competitive w/ foreign companies and builds its reserves Buy back Maasailand Train Maasai in key Employ Maasai in with company profits Restoration of Maasai Develop a Maasai areas of the industry: leadership and and give it to the Tourism impoverishes ancestral homelands, guide training program Maasai of East Africa the Maasai people and management, guiding, management at human rights, and in Tanzania modeled threatens them with hospitality, culinary arts Adumu Safaris cultural and economic after the Mara Guides cultural extinction self-determination Association (MGA) Create a Black-owned African safari tourism Employ guides from Preservation of the Employ Maasai as industry in the hands of the Mara Guides expert guides, lodge Maasai pastoralist way Maasai land rights are Work with social impact the indigenous Maasai Association (MGA) of life and cultural being snatched by an partners to develop staff, lodge chefs unsustainable and social impact tourism heritage socially irresponsible Increase the # of activities Transform tourism in travel industry community- Build zero-impact accountable Maasai co-op lodges on EA by offering socially Establishment of the working at other Maasailand to bring responsible community companies Maasai’s essential role tourists and income based safari tours in wildlife conservation Foreign operators are Develop and to Maasai villages scoring Maasailand for implement ambitious organize regional private tours . 75% of marketing campaign to Make Maasai the to Maasailand to competitors to create land has been lost. raise company visibility Build Maasai cultural predominant Exportable model of socially responsible and safari sales Change industry norms centers dedicated to empowerment- business plans beneficiaries of safari via PR campaigns and curating Maa language generating community crisis tourism in Maasailand company visibility and local knowledge based tourism 1.5 million Maasai are losing their traditions Design unique social Prevent the cultural and ability to impact itineraries Support the Maasai Key extinction of the sustainably coexist with that include AS’s own Set standards for economically so they conservation and Prevent further Maasai’s semi-nomadic, wildlife tourism reform and stay in Maasailand and Goals culture programs lead by example Maasailand purchases/ pastoralist way of life sustain their way of life buy land before foreign co.’s and give to Maasai Maasai are objectified Outcomes Tourism brings a brings Tourism as tourist attractions, Raise startup/seed Conserve wildlife and exploited as servants, funding to build team protect the not hired as guides tour and open offices in TZ environment Intermediate operators and KE Abide by U.N. standards Outcomes Preserve the Maasai’s of ecotourism traditional ability to sustainably co-exist with wildlife Preconditions Form working Expand on the work of This case is an relationships with and Lion Warriors to train Maasai warriors patrol analogue for utilize Maasai and indigenous cultures Maasai warriors to protected wildlife areas socially responsible Activities protect vulnerable to monitor/study worldwide vendors Work w/Toyota, Land species in the bush vulnerable species and Rover, and local auto “police” poachers dealers to develop low- Problem impact safari vehicles Statement Tourism brings an opportunity to Maasailand 2018 2028 Assumptions Indicators • Tourism is a lucrative industry slated to outpace the economy for at least another 8 years • 500K jobs created/supported in East • Increase in wildlife species (according to the WTTC) Africa by 2028 populations in Maasailand • Most tourism profits go to foreign companies first with little returning to the Maasai community • 100 Maasai guides trained by 2021 • Awards received for sustainable/ • Maasailand is being bought by foreign tour operators and private game hunting companies • 25K safari clients by 2028 responsible tourism by 2021 • Maasai need land and jobs • $25 million raised in proceeds for • Yearly improvement in target • Maasai need hold of the industry that gives them economic and cultural self-determination Maasai Land Restoration Program by community’s sense of wellbeing • Maasai need the power to portray their image to the world on their own terms 2028 (measured through surveys) • Maasai need environmental conservation to live traditionally • 12,000 acres of land recovered for • Yearly positive evaluations from the • Maasai are positioned well to lead responsible ecotourism in Maasailand due to their proximity Maasai by 2028 Institute for Maasai Education, to parks and reserves and their knowledge of wildlife and the natural landscape • 3 cultural centers built by 2023 Research & Conservation • Maasai are positioned well to offer responsible cultural tourism in Maasai communities • 200 Maasai warrior poaching • Fleet of all low emissions/hybrid/ • Maasai are positioned well to police poaching in the bush due to their warrior culture and “police” trained/employed by 2026 electric vehicles by 2028 superior knowledge of wildlife areas .