CORAL TRIANGLE SUSTAINABLE NATURE-BASED TOURISM PROJECT

DESTINATION PLAN CORAL TRIANGLE SUSTAINABLE NATURE-BASED TOURISM PROJECT

DESTINATION PLAN SOLOMON ISLANDS

Acknowledgement: The tourism consulting team travelled extensively across the region during the three visits, including by air into or out of Gizo, Munda and Seghe airports and either visited or stayed in Gizo, Munda, Noro, , , , Mbabanga Island and Vona Vona Lagoon as well as a number of other small islands across the region. We met with many people from the communities and businesses of the region as well as representatives of the Solomon Islands Government, the Western Provincial Government and various non-government organisations. We wish to acknowledge and express our deep gratitude for their generous and invaluable contribution of time, experience and knowledge shared with us during this project, including providing feedback on the draft Destination Plan. Significant logistical support was provided by WWF Solomon Islands, for which the consultant team was very grateful.

Cover Photo - Njari Island © James Morgan /WWF Destination Plan Solomon Islands

CONTENTS

1. Introduction 2. Site selection in the Solomon Islands 3. Destination Plan • Target Market • Vision and Site Positioning • National and Provincial Government’s Planning Framework • Addressing Supply i. Product and experience development ii. Capacity initiatives • Driving Demand – Marketing

4. Appendices: • Background on the Coral Triangle Sustainable Nature-based Tourism Project • Consultation undertaken during the development of the destination plan • Blue Ventures’ Case Study from Ataúro Island, Timor-Leste • Baseline analysis - initial high-level assessment of situation • Marketing models • Online Product audit – Outer Western Province

Brood stock corals © Jürgen Freund / WWF

5 Destination Plan Solomon Islands Destination Plan Solomon Islands 01 INTRODUCTION

Spinner Dolphins © James Morgan / WWF

6 7 Destination Plan Solomon Islands Destination Plan Solomon Islands

INVESTING IN NATURE & ADVENTURE–BASED TOURISM IN THE CORAL TRIANGLE

THE 2035 OPPORTUNITY

Nature and Adventure–based Tourism (NABT) is forecast to be worth US $1.46– US $1.88 trillion per annum in Total Socio–Economic and Environmental Value to the Coral Triangle by 2035

• Timor–Leste US $1.9–2.2 billion • The Solomon Islands US $2.1–2.5 billion • US $11.9–13.8 billion • The Philippines US $174–220 billion • Malaysia US $595–770 billion • Indonesia US $674–871 billion

The direct Economic Value NABT could provide to the 6 Coral Triangle Countries is forecast to grow to US $159–US $204 billion per annum

• Timor–Leste US $210–240 million • The Solomon Islands US $231–273 million • Papua New Guinea US $1.3–1.5 billion • The Philippines US $19–24 billion • Malaysia US $65–84 billion • Indonesia US $73–95 billion • (Forecasts above from 2015 Baseline Analysis)

Over the next 20 years, NABT’s Weighted Return on Investment (ROI) is predicted to average 14.5–16.5% across the 6 Countries (vs. 8.5–10% for Mass Tourism)

ROI could reach as high as 29% at sites of High Conservation Value or high potential for Nature and Adventure–based Tourism (vs. 19% for Mass Tourism)

This means Nature & Adventure–Based Tourism would outperform Mass Tourism by 60–65% on average, whilst delivering significant positive Socio–Economic and Environmental Benefits to over 105 million people

The Key Findings above are based on modeling by 2iis Consulting using data from the Photo © James Morgan / WWF UN Statistics Division, UNWTO, WTTC, OECD, TIES, UNEP and selected academic sources.

8 9 Destination Plan Solomon Islands Destination Plan Solomon Islands

Developing and Promoting Sustainable Nature- The project aims to build a partnership between Based Tourism in the Coral Triangle is an initiative conservation, tourism and the community. being implemented by WWF through funding from the Australian Government. The initiative’s goal is to In late 2015, a baseline analysis of the current state of assist the six countries of the Coral Triangle Initiative tourism in the Coral Triangle was prepared by Richard on Coral Reefs, Fisheries and Food Security (CTI-CFF) Plumpton of 2iis Consulting, 1 which outlined a to develop and/or accelerate a long-term approach to roadmap for the future development of nature-based more sustainable nature-based tourism in the Coral tourism as a socio-economic development pathway Triangle. for the region.

The long-term vision that guides the initiative is: The baseline analysis has informed the development The Coral Triangle region is a renowned sustainable of the Destination Plan and included, among other tourism destination with economic benefits things: flowing to communities, governments and private • Global trends in tourism and nature-based enterprise, providing a strong incentive to protect tourism; and sustain the regions natural environment. • Tourism as a driver of socio-economic progress; The aims of the project are to: • Promote world class, high quality visitor • Coastal and marine tourism; experiences; • Risks relevant to tourism development; and • Increase the value of tourism to local, regional and national economies; • Assessment of tourism models and the potential for nature tourism brands. • Enhance the role of marine protected areas in local communities and supporting sustainable livelihoods;

• Build support for protecting our natural and cultural assets, in particular the marine and coastal resources of the Coral Triangle.

Diver © James Morgan / WWF

1 The base-line analysis may be accessed at: http://wwf.panda.org/what_we_do/where_we_work/coraltriangle/publications/?260690/Developing-and-Promoting-Sustainable-Nature- 10 based-Tourism-in-the-Coral-Triangle 11 Destination Plan Solomon Islands Destination Plan Solomon Islands Vision: A sustainable and low-impact tourism Vision and guiding principles for the Coral Triangle industry flourishes sustainable destinations

The project has also developed a number of guiding • Community benefits will be achieved through and supports vibrant principles, designed to ensure that destination the delivery of tourism opportunities; planning and tourism activities are appropriate for the site. The guiding principles enable resilience and • Protection of marine and coastal resources will protect the point of difference for those sites within be improved through building awareness with the Coral Triangle Sustainable Nature-based Tourism the local community and tourists/visitors; communities, strengthens Project and have been endorsed by the communities and stakeholders involved in the project: • The site’s character will be retained through effective design, planning and management of • Conservation of natural and cultural values is infrastructure; and paramount to the long-term sustainability of the local economies and region for its community and visitors; • Development of new visitor experiences and infrastructure should be informed by an • The visitor experience will be grounded in the understanding of the needs and expectation culture and nature of the site; of the target market (visitor-centric approach) and involve robust and consultative master contributes to the • Planned growth in tourism will be respectful of planning and feasibility analysis to ensure the local culture; sustainability of the initiative. conservation of the Key elements of a Destination Plan outstanding marine and A Destination Plan (DP) is a framework for developing sustainable experiences for visitors. It identifies:

• The shared vision of the community and industry coastal environment of for tourism; • How the site should be positioned in the eyes of visitors to achieve this vision;

• The signature experiences that can be used to the Coral Triangle. support the positioning and attract visitors to the site; and

• Enablers to address challenges, gaps, opportunities and barriers. Njari Island © James Morgan / WWF

12 13 Destination Plan Solomon Islands Destination Plan Solomon Islands 02 SITE SELECTION IN THE SOLOMON ISLANDS

Solomon Islands © Soh Koon Chng /WWF

14 15 Destination Plan Solomon Islands Destination Plan Solomon Islands

Kolombangara Island

Munda

Rendova

Vangunu Island Tetepare

SOLOMON ISLANDS Western Province SITE SELECTION & CONSULTATION

IN THE SOLOMON ISLANDS The Coral Triangle

In November 2015, Ms Jackie Thomas, WWF Leader • Base: Munda, Western Province Further details on the consultation process are For the purpose of this Destination Plan, the site is of the Coral Triangle Coordination Team and Dr • Broad geographical region: Vona Vona Lagoon to included in Appendix B. referred to as the Outer Western Province (OWP). Lida Pet Soede of Hatfield Consultants conducted Tetepare Island to Marovo Lagoon a preliminary field trip to the Solomon Islands. In accordance with the Western Provincial The region is already renowned for its beautiful During which, Ms Thomas and Dr Pet Soede met with Following a subsequent field visit by Jackie Thomas, Government’s description, the site encompasses the tropical islands, excellent diving and snorkelling, a number of national stakeholders, including the Carl Solomon of Destination Marketing Store and region of Western Province known as the outer side of coral reefs and World War II wrecks. There are many Ministry of Culture and Tourism, Solomon Islands Janet Mackay of TRC Tourism from 21 – 27 August The Slot or Sound, with the exception of traditional sites, including head hunting shrines. It Visitors Bureau and Ministry of Environment, Climate 2016, it was confirmed that Western Province would . Specifically, the site includes Ghizo, was the area around Ghizo Island that was assessed Change, Disaster Management and Meteorology. be the nominated site within the Solomon Islands. Rendova and Tetepare Islands as well as Munda and for and enabled inclusion of the Solomon Islands in The selection of the site is consistent with the priority Marovo and Vona Vona Lagoons. For the purpose the Coral Triangle Initiative. The Western Province is Based on this field trip and subsequent discussions for Western Province to be further developed as a of this destination plan, Kolombangara and a high marine biodiversity area with one of the most with WWF Solomon Islands and other national key nature-based tourism destination within both Islands are also included given the proximity and biologically rich ecosystems in the Solomon Islands. stakeholders, the following site was identified as a the Solomon Islands National Tourism Policy 2015 – accessibility from Ghizo Island and Noro as well as priority site for the project: 2019 and the Policy Statement of Western Provincial their potential to contribute to sustainable tourism. Government 2014/17.

16 17 Destination Plan Solomon Islands Destination Plan Solomon Islands 03 DESTINATION PLAN

Village at the edge of the . , Solomon Islands © Edward Parker / WWF.

18 19 Destination Plan Solomon Islands Destination Plan Solomon Islands

TARGET MARKET The Nature and

The target market for the project is the Nature and The Nature and Adventure Travellers market is growing Adventure Travellers market. This is a psychographic and is highly interested in nature and cultural-based market, and is broadly based on the Global Experience tourism. It is a niche, high-yield market, which suits Adventure Travellers Seeker market identified by Tourism .2 the type of destinations included in the project while It prioritises consumer personality traits, values, also being sympathetic to high-conservation value attitudes, interests and lifestyles rather than simple areas. It is important to remember these sites will not demographic data, such as age, gender or family appeal to mass markets, such as the large cruise-ship situation. They are the most relevant market for the market. market is growing and Coral Triangle Sustainable Nature-based Tourism Project. is highly interested in Interested in people and new places nature and cultural-based Respectful tourism. The types of Willing to spend for good we want quality experiences visitors to attract are Seeking authenticity people who are: Adventurous and willing to try new things

Active and want to do lots of things

Nusatuva marine protected area © James Morgan/ WWF.

2Tourism Australia – Global Experience Seeker Fact Sheet: http://www.tourism.australia.com/documents/corporate/Global_Exp_Seekers.pdf 20 21 Destination Plan Solomon Islands Destination Plan Solomon Islands

They are likely to be:

Below, we have defined the attributes and Well-travelled, educated and from an urban motivations of the Nature and Adventure Travellers market and provided a description of the market environment segments relevant to the OWP site within the © Soh Koon Chng /WWF Solomon Islands.

Nature and Adventure Travellers’ Market Technically savvy and social media connected It is a niche, high-yield Nature and Adventure Travellers can be found among all age groups, income levels, and market, which suits geographic locations. Within this segment there Broad demographic (age, nationality, family are commonalities in attitude to travel, personal the type of destinations development and everyday life that exist across composition) countries, for example: included in the project • Travelling is a big part of their life. As experienced while also being travellers they are often interested in travel for Seeking quality accommodation at a range of travels sake and see it as an important aspect of Coral Hawkfish © Shutterstock /WWF sympathetic to high- their lifestyle and well-being. price points conservation value areas. • Compared to the average long haul traveller, this market want to get off the beaten track and interact with local people to make friends, develop personal relationships and engage in the lifestyle.

• This market seeks self-discovery and education when travelling. As well as observing they also want to personally experience cultures and lifestyles different from their own. Exposure to such experiences results in a deep sense of personal fulfillment meeting their desire to grow These visitors will be as an individual. This accounts for their interest inspired by: in indigenous culture. • They look to challenge themselves physically, emotionally and/or mentally. By learning about different cultures and challenging themselves, Sustainable environmental practices the opportunity for self-discovery is enhanced.

including tourism activities • Nature and Adventure Travellers are drawn to destinations that are ‘yet to be discovered’ or are away from the standard tourist trail. To be able to experience the true natural and cultural Making a difference surroundings they have a preference for locations that are un-touched rather than stylised tourist destinations.

Personal interactions with people Nusatuva clown fish © James Morgan / WWF

22 23 Destination Plan Solomon Islands Destination Plan Solomon Islands

Who do Nature and Adventure Travellers look like? VISION AND SITE POSITIONING

The vision for all the sites within the project is: ADVENTUROUS FAMILIES YOUNG ADULTS A sustainable and low-impact tourism industry flourishes and Holiday as an opportunity to reconnect with their Experience new places a different way – looking for children and disconnect from busy city lives and the point of difference that others haven’t found supports vibrant communities, strengthens local economies and digital world contributes to the conservation of the outstanding marine and KEY INSIGHTS: KEY INSIGHTS: coastal environment of the Coral Triangle. • Safe adventure • Unique accommodation • Interaction with locals • Interaction with locals • Exposure to different ways of life • Options for activities including volunteering This vision was agreed with the community and stakeholders during consultations in the Solomon Islands. It is a • Packages to minimise logistics opportunities long-term vision for the area and underpins the positioning of the site.

The site’s positioning

IIt is critical to understand what differentiates consistently we all use those words and images, the ‘FLASH-PACKERS’ OLDER COUPLES each site, not just from other sites within the Coral stronger our message and the greater the cut-through Triangle, but from other marine destinations more in the tourism market. Travel in couples or small groups of close friends to Interested in a truly immersive and relaxing escape broadly. It is essentially the site’s unique point of re-live their youth but more comfortably from the city-grind. Happy to be off-grid. difference or competitive advantage. This agreed Site An important aspect of the site’s positioning is to Positioning is not about an advertising campaign, a identify an emotional territory that resonates with KEY INSIGHTS: KEY INSIGHTS: new logo or even a tag line. Positioning is the engine the target market (Nature & Adventure Travellers • Safe adventure that drives the way you offer and deliver your visitor Market) and invites them to experience more • Unique and comfortable accommodation • Interaction with locals experiences now and into the future. It underpins than just the attributes of your destination. This • Options for activities • Packages to minimise logistics your products, services, creative approaches, is important as many places around the world • Interaction with locals communication and marketing. and across the Coral Triangle offer great diving, snorkelling and coral reefs. The positioning helps to Positioning helps to shape the words and images define what your value-add is to those attributes. we use to promote the site to the world. The more

Special interest markets: overlapping in terms of attributes and motivation but can be reached through targeted marketing efforts

• Diving • Trekking • Fishing • Expedition cruise • Wildlife-watching, in particular and cetacean • Historic and cultural heritage watching • Voluntourism (short-term volunteer projects)

24 25 Destination Plan Solomon Islands Destination Plan Solomon Islands

The ultimate marine safari for the true traveller

Meander across turquoise lagoons, through vibrant villages and around rugged mountains as the sun rises and sets on each new and mesmerizing day of discovery ….

Reef building corals © Shutterstock Ethan Daniels /WWF

26 27 Destination Plan Solomon Islands Destination Plan Solomon Islands

The NTP also identifies the need for the Solomon 5. Tourism Marketing and Promotion (Key Policy Area 5) NATIONAL AND PROVINCIAL Islands Government (SIG) to provide assistance for product development in three key areas: The site’s positioning outlined in this destination plan should assist with marketing of OWP. The destination GOVERNMENT’S PLANNING • Upgrading to market-ready status existing tourism plan also makes a number of recommendations relating products to the marketing and promotion of OWP, both from a national marketing perspective as well as from an FRAMEWORK • Support for ‘work-in-progress’ projects initiated inter-regional, Coral Triangle perspective. As noted by investors or entrepreneurs previously, there are significant benefits from the six countries collaborating through this initiative to raise Solomon Islands National Tourism • Establishment of new products awareness of the Coral Triangle marine and coastal Policy 2015 – 2019 unique land and marine based environments and destinations of high conservation value and achieve genuinely engage with the local people.’ The destination plan identifies opportunities and gaps greater cut-through in a crowded tourism market. There are very strong synergies between the Coral for new product development as well as the upgrading Triangle Sustainable Nature-based Tourism Project An important synergy between this destination plan of existing products. There are many other areas, such as undertaking further (CTSNTP) and the Solomon Islands National Tourism and the NTP is the focus on small-scale tourism based market research in key source markets such as Australia, Policy 2015 – 2019 (NTP), which was launched in on niche product development and investment as well The NTP briefly outlines support for the establishment and introducing quality standards and accreditation December 2016. The key points of relevance relate to: as the recognition that ‘sustainable tourism practices of Provincial Cruise Ship Committees to oversee the programs that are mutually supportive in both the NTP can contribute to establishing a condition of tourism development of tourism products and attractions for and this destination plan. 1. NTP Vision and Mission that is appealing to fast growing market segments the cruise market. In the case of OWP, it is strongly with specific interests’ in the offer of the Solomon recommended that the focus for consideration should Policy Statement of Western Provincial The vision for the Solomon Islands NTP is: Enabling Islands. be on the higher-yield expedition or small-ship Government 2014/17 the environment for sustainable tourism through niche cruise market, with a capacity less than 100 guests. Product Development and Investment and linkage to The target market for the CTSNTP is Nature and This market still requires infrastructure and product The current Policy Statement of the Western other key sectors and resource owners for stronger Adventure Travellers (defined above), who are development but is more sustainable and less likely Provincial Government identifies tourism and economic growth for the Solomon Islands. interested in authentic and immersive nature and to have a negative impact on local communities or the ecologically-sensitive development as two of its policy cultural experiences. It aims to avoid mass tourism environment. implementation strategies, specifically: The NTP Mission provides the direction for the and is in line with the project’s vision for sustainable objectives and Policy outcomes for the growth of the destinations. 3. Transport and Infrastructure (Key Policy Area 2) • Tourism and Culture - Develop and promote tourism sector, including among other points: Western Province into a competitive tourist • Develop and promote tourism in a responsible The NTP adopts a focus on tourism product There are a number of high priority areas for destination. and sustainable manner that is economically, development and investment, including initiatives investment in transport and infrastructure identified socially, culturally and environmentally beneficial in number of areas with high tourism potential, within the destination plan, which are consistent with • Environment, Conservation and Climate Change – to the Country; and such as diving, surfing, culture, bird watching and those areas identified in the NTP. Specifically, this Promote ecological sensitive development agenda fishing. A significant number of the highest order includes tourism infrastructure (often the priority for throughout the Province • Deliver a world-class, yet authentic local priorities relate to areas within the Western Province, private sector investment), air transport, sea transport, experience across all key niche product specifically OWP. In addition, the Solomon Islands waste management and cleanliness and safety and The Policy Statement outlines key challenges and policy categories. National Tourism Development Strategy 2015 – 2019 disaster . goals, objectives and implementation strategies that (TRIP Consultants, 2015) identified two priority support the Destination Plan. The NTP vision and mission are entirely consistent Tourism Trails: Western Province Adventure Trail; and 4. Tourism Human Resource Capacity Building and with the overall vision and aims of the CTSNTP. and Central Province Culture and Nature Skill Development (Key Policy Area 3) Furthermore, in discussions with the Premier of Western Trail. Province during consultations, there was a clear 2. Tourism Product Development and Investment There is a significant opportunity to increase the priority for Western Province to protect its sensitive (Key Policy Area 1) This destination plan recommends the strengthening capacity of local communities to deliver outstanding environment. This included a recent Executive Order to of the tourism offer within OWP, linking elements of a visitor experiences. The NTP recognizes that this create a protected area on Kolombangara Island. It was The NTP acknowledges that the Solomon Islands potential Western Province Adventure Trail, including may involve formal training, vocational skills and discussed that a similar ‘formal’ arrangement could be is an ‘off the beaten track’ and adventure-tourism specialist niche tourism product development professional skills. This would enable a wider range made for Tetepare Island, which facilitates low-impact, destination, which will have greatest appeal to higher- relating to diving, , culture, bird watching, of employment opportunities. A key area recognized sustainable tourism development while ensuring a yielding, niche markets seeking small-scale tourism voluntourism and the expedition or small-ship cruise within the destination plan and NTP is the opportunity higher level of conservation protection. It is worth opportunities with natural and cultural attributes: ‘It is markets. A key aim of this project is to also prioritise for encouraging and supporting local entrepreneurs. noting that the Tetepare Descendants' Association has an adventure travel destination for market segments initiatives for investment, which will be presented in already established a locally-managed Marine Protected that have time, patience and a desire to experience the CTSNTP investment prospectus. Area (MPA) around Tetepare Island.

28 29 Destination Plan Solomon Islands Destination Plan Solomon Islands

ADDRESSING SUPPLY PRODUCT & EXPERIENCE DEVELOPMENT

In consultation with the community and stakeholders, of the importance of marine and coastal resources to the following experience themes have been identified community well-being and livelihoods; and a practical Theme 1: Conservation through Stewardship for destination development and planning: understanding of sustainability. There are significant opportunities to develop new or enhance existing visitor experiences based on 1. Conservation through Stewardship In line with the priority for product development and participation in conservation activities. This includes 2. Experience Village Life investment, there are a number of recommendations further promotion of the conservation volunteering 3. Adventure into the Coral Triangle relating to: Conservation through Stewardship activities on Tetepare Island, such as turtle tagging, as well as exploring the opportunities for involvement Underpinning these themes is a commitment to a. Signature and supporting experiences in the conservation or recording of World War II relics the conservation and protection of the marine and b. Enablers - opportunities, gaps & challenges The contribution of visitors and the local community and wrecks and/or a conservation diving program, coastal resources of the destination; an appreciation to conservation, which supports the outstanding such as those run by Blue Ventures (see Appendix C marine and coastal resources of the Coral Triangle, Blue Ventures). in particular recognising that these are sites of high conservation value.

STORIES Experiences are generated by an interaction between visitors, places and people. One half of the interaction Theme 2: Experience Village Life comes from the area, and can include A competitive advantage of the Solomon Islands is activities (guided and self-guided), the SERVICE ACTIVITIES the welcoming nature of the community and the natural or cultural setting, storytelling opportunity for travellers to stay in the network of or interpretation, information (before, Experience Village Life locally-managed accommodation. However, there during and after the visit), infrastructure are three key challenges to address: improving and facilities, and the customer service consistency in the standard of accommodation; better received along the way. They represent EXPERIENCE It is the simplicity of village life that is so attractive transport to facilitate movements between villages; the key ingredients and can be managed to visitors along with the opportunity for genuine, and enhancing the local food and tour offering. and changed to create better or new authentic engagement with the local community. experiences.

The recommendations are based on INFRASTRUCTURE PLACE a consideration of all the elements that contribute to high quality visitor Theme 3: Adventure into the Coral Triangle experiences as outlined in the following This theme is potentially the Solomon Islands diagram greatest opportunity. While there are already well PEOPLE known dive sites and operators, the market could be expanded through promotion and encouragement Adventure into the Coral Triangle of new operators offering experiences such as live- aboard cruises. Likewise, there are new experience development opportunities such a multiple-day At the heart of the Coral Triangle Sustainable Nature- adventures on Tetepare and Kolombangara Islands. based Tourism Project is the opportunity to connect These experiences could be linked through a ‘hop on visitors to and immerse them in the outstanding hop off’ sea transport link between key places within marine and coastal environment. the region.

30 31 Destination Plan Solomon Islands Destination Plan Solomon Islands

Signature Experiences

THEME SIGNATURE EXPERIENCE SPECIFIC ENABLERS THEME SIGNATURE EXPERIENCE SPECIFIC ENABLERS OPPORTUNITIES OPPORTUNITIES

• Tetepare Island Eco-Lodge and • Marine Wildlife Calendar Western Province Adventure Trail – • Master planning required to uninhabited island experience Ultimate Marine Safari - connecting assess feasibility, identify – accommodation upgrade, links • Local produce cookbook Seghe and Marovo Lagoon to Tetepare infrastructure and activity to conservation volunteering and (including sustainable and Rendova to Munda and Vona Vona requirements and position the daily land and water experiences, seafood) Lagoon through to Kolombangara and overall visitor experience including for example turtle Ghizo. Conservation tagging and dugong monitoring • Link to programs such as Pack • Meet the locals - Improving for a Purpose or Blue Ventures Adventure 1. Tetepare Head-Hunters Trail access to villages and capacity through • Conservation Volunteers Marine multi-day around the island walk: for quality supply of art, Adventure – Heritage Dives for • Development of a heritage into the • Accommodation/facilities at handicrafts and local produce. stewardship conservation and interpretation dive app standing camps of WWII relics Coral Triangle • Turtle nesting and other wildlife • Development of a sea experiences transport route, with key • Sacred site guided experiences hubs and appropriate and interpretation infrastructure (eg moorings • Night-time activities with local and docking facilities). guides Package with an Air Pass, • Optional kayaking legs and facilitating multiple entry THEME SIGNATURE EXPERIENCE SPECIFIC ENABLERS snorkelling stops and exit points and dynamic OPPORTUNITIES itineraries. 2. Tetepare High-end Nature Lodge – to deliver on the true ‘seek the • Consider developing a unexplored’ nature of uninhabited bookable itinerary system • Guided multi-day marine safari • Meet the locals - Improving Tetepare Island (see Footnote 6 for access to key natural from village to village – could be access to villages and below). sites or marine protected developed as guided experience capacity for quality supply of areas – could be based on or offered as a ‘hop on hop off’ art, handicraft, local produce 3. Kolombangara Head Hunters Trail the Galapagos National Park Experience experience. Create and promote and food Network and Mt Tapalamengutu model a network of small-scale locally- summit walk including: village life managed accommodation, • Financing support for • Extension of the current trail • Online product information ‘village-stay’ style. creation of small-scale network across key environmental and village stay accommodation • Integration with and upgrading of cultural tourism themes such • Titiru Village experience on options ecolodges & homestays and links as WWII, nature, dive, fishing, Rendova Island - requiring to village or homestay at start village experiences consolidation of new eco- • Implement accommodation and/or finish lodge facilities and sustainable and hospitality standards • Trained guides and • Business support training development of the proposed improvements to the track through mentoring programs village experiences. • Creation of a regular vessel network for existing operators service point to point across Accommodation could range from the region ie the ‘hop on hop 4. Expedition cruise and live-aboard Urilolo Lodge in Saeraghi village off’ passenger service (bookable) mooring network and on Ghizo to Oravae, Zipolo Habu, associated product offering, including various lodges and guest houses on range of tours or activities for guests Kolombangra, Titiru on Rendova to facilitate an increase in the number Island and Tetepare Ecolodge. of live aboard ships operating in the region (see Footnote 5 below)

32 building corals © Shutterstock Ethan Daniels /WWF 33 Destination Plan Solomon Islands Destination Plan Solomon Islands

High priority actions

There are a number of critical or high priority actions a number of examples of businesses, that should be undertaken to create the signature including a live-aboard and local eco- experiences. These are addressed below. lodges, that have not been successful due to insufficient demand. See also point 4d 1. Masterplan development below.

Master planning needs to be undertaken for three • Site assessment and feasibility analysis, which specific experiences: considers among other things, accessibility, costs of operations and maintenance, the range of a. Ultimate marine safari to create the Western accommodation options and facilities required Province Adventure Trail, connecting the key to meet visitor expectations, access to and places across the region by sea or road transport combination of nature, adventure and cultural and providing supporting infrastructure such as activities as well as site or activity capacity and moorings and docking facilities;3 visitor risk analysis

Kolombangara b. Tetepare Head Hunters Multi-Day Trail and • Services, infrastructure, facilities and Island associated signature experiences on Tetepare, interpretation required to support the including the option of a luxury lodge4;and experience(s) Ghizo WESTERN PROVINCE Island Kula Gulf c. Kolombangara Head Hunters Trail Network and • Development of a site plan and design guidelines integration with a network of ecolodges and homestays. This includes upgrading existing • Wildlife experience management eco-lodges and homestays as well as the Mt New Georgia New Georgia Sound Tapalamengutu summit walk in line with target • Business plan for operations market expectations and for visitor safety. Appendix C provides a case study of Blue Munda Ventures’ recent work on Ataúro Island in Timor- 2. Develop supporting experiences with potential Leste, which is assisting to improve the standard operators and the community and quality of homestay accommodation linked to a voluntourism experience. A similar model To enable the signature experiences, it is essential could be considered with regard to the homestay that there are a range of immersive, nature, adventure network on Kolombangara. and cultural-based activities developed. These can be delivered by the local community. They may involve a A number of considerations should be made with range of niche activities, which in themselves will be Rendova regard to the master planning process: attractive to certain market segments. For example, those specifically interested in bird-watching or Vangunu • Definition of the overall concept and experiences heritage dives. There are a range of specific activities Island to be offered, including the mode of transport that are integral to the delivery of the signature Tetepare and type of adventure activities offered, involving experiences, including: detailed: Blanche • Consultation with the community • Guided tours to sacred sites, such as the Head- Channel • Consultation with research and Hunter sites on Tetepare and/or Kolombangara conservation partners where relevant Islands; • Assessment of demand and target market segments, including willingness to pay and • Guided tours to and enhanced interpretation for potential price points – this is particularly specific sites, such as the wild cave tour at Titiru important for the region as there are on Rendova Island, summit hikes or WWII heritage

3 The Galapagos Islands offer an excellent case study with regard to the development of bookable itineraries and access to the Galapagos National Park, which was initially implemented in 2011/12 and subsequently refined. Because of itinerary regulations, travellers to the Galapagos Islands must now choose a 10-14 night cruise if they wish to experience all the unique habitats and species the Galapagos has to offer. Each ship now operates a 14-night/15-day itinerary with no repeated landing sites. For further information see: https://www.adventuresmithexplorations.com/galapagos-cruise-guide-travel-planning-expert-advice

34 4 For an insight into the latest trends relating to high-end lodges, see: 35 35 http://www.nationalgeographic.com/travel/top-10/seven-luxury-travel-trends-hotel/ Destination Plan Solomon Islands Destination Plan Solomon Islands

sites or collections, such as the local war museum Given the high reliance on sea transport, challenges in Munda (established and managed by Barney for these initiatives include erratic fuel prices (making Paulsen); it riskier to lock in or publish price points) and access to qualified mechanics to ensure equipment, such • Opportunities for wildlife interactions, such as outboard motors, are maintained and properly as turtle, whale or dugong sightings, diving serviced. These risks need to be planned for in a basic with sharks, bird-watching and Megapode egg operations plan. As demand grows for sustainable harvesting (on Simbo Island); tourism experiences, such as those outlined above, it will stimulate demand for support industries, such as • Opportunities to taste local produce or participate mechanics, produce suppliers (local farmers, fishers in a local feast; and etc) or book-keepers. There is potential to include support services or industries in any micro-financing • Specific options for day or night-time activities scheme. that could be offered to the expedition or live- aboard cruise market. 3. Essential infrastructure requirements

These supporting experiences need to be structured Both the NTP and the Policy Statement of the Western to determine how each activity links to the delivery of Provincial Government identify a number of key a signature experience while also being undertaken infrastructure initiatives that are essential to support independently. Determining the capacity, price point sustainable tourism, the growth of the visitor economy and commission structure is essential to ensure that and encourage new tourism operators to commence these experiences are market ready and enable a business in the region. The highest order priorities are quality visitor experience to match expectations. outlined below:

This requires a dedicated program to encourage a. A network of moorings and dock facilities resource owners and other members of the would facilitate a number of signature community to develop ideas for activities that can experiences, including access for small-ship or be packaged as part of the experience offer of the expedition and live-aboard cruises as well as region. A key barrier to market entry is lack of capital limiting the impact of diving and snorkelling and low levels of capacity to deliver such services. day trips. It is recommended that the region’s This could be addressed through a broader micro- extensive waterways be assessed to identify financing scheme designed for local communities the most important points for new moorings or that provides a small amount of seed funding from docking facilities. The initial mapping exercise an initial fund for small-scale, community-based would also contribute to the ‘marine safari’ tourism initiatives, similar to the already successful concept, link to supporting activities and tours women’s micro-financing scheme administered by delivered by local communities and enable the WWF out of the Western Province office, based in Gizo. growth of local produce and handicraft markets. It could be matched by a five-year mentoring program, It is also important that master planning for which enables the local business operator to access investment in new docking facilities ensures relevant services and expertise at the right stage in continuing visitor and community access and the business establishment and management cycle, doesn’t specifically benefit one operator over the from development of their business plan through objective of encouraging new operators to enter to marketing and the structuring of contracts. It the market. Further, the network of moorings could also help to fund essential equipment, such as would require a booking system, similar to safety equipment (see following section on Essential the itinerary booking scheme operating in the infrastructure requirements). There are two additional Galapagos Islands in Ecuador (refer to Footnote 5 considerations: ensuring agreement with resource above). owners on access and a benefits-sharing model; and centralised marketing support, potentially through the b. Develop graded tracks and trails maps for Solomon Islands Visitors Bureau (SIVB). both terrestrial and aquatic trails. These should highlight the best aquatic and terrestrial Coral Hawkfish © Shutterstock /WWF

36 37 Destination Plan Solomon Islands Destination Plan Solomon Islands

trails for kayaking, trekking and mountain d. Waste management is a growing problem across biking. Integrate accommodation options the world, particularly the increasing presence of and highlight key features or supporting plastics. It is essential that the use (reduced use) experiences connected to the trail. This is and appropriate disposal, including recycling particularly important given the rise of interest of plastics is given a high priority. One of the in combination-adventure, which involves the stand-out features of Tetepare Island is its pristine inclusion of different adventure activities into natural environment, which is largely free of an itinerary or as components of a signature rubbish. Improving the amenity of local towns and experience. It is also important to outline the key villages by reducing waste through initiatives such risks or challenges associated with particular as deposits on bottles, and support for removal of tracks or trails and any mitigation strategies, batteries and similar products would enhance the which may be as simple as what preparations perception of the region as a high-quality nature the traveler should take or pointing out where it destination. A high priority for Western Province is unsafe to swim. would be the development of a sustainability plan that facilitates implementation of the Province’s c. Safety and natural disaster preparedness are policy goal of mainstreaming environment and areas for further development. While this does natural resource issues into provincial policy not necessarily require investment in high cost, initiatives (per Policy Statement of Western major infrastructure, it is essential to ensure the Provincial Government 2014/17, page 47). delivery of safe and quality visitor experiences. It is also important to enhance the perception e. Reliable air links between Western Province and protect the reputation of the area with the and Honiara. For example, providing Solomon target market segments. There are a number of Airlines air passes that facilitate access into one key actions: regional airport and out of another, such as flying i. Identify and communicate a set of into Seghe and out of Gizo or Munda, and that safety standards required for nature and could be packaged with a sea transport option adventure-based activities as well as between the two airports, would help to establish for commercial road and sea transport. and build awareness of the potential for a ‘marine These standards should be realistic safari’ style Western Province Adventure Trail. for the setting and not so onerous that compliance is unlikely, particularly given f. Telecommunications infrastructure, particularly the lack of capacity or resources for to enable improved internet services that are effective enforcement; essential for building awareness of the region’s ii. Facilitate access for small-scale operators product and experience offer and promotion. to funds (via low-cost loans or grants) for This is already identified as a high priority in the the purchase and maintenance of safety NTP and Western Provincial Government’s Policy equipment. This is particularly important Statement. for the operators of sea transport vessels and those leading or guiding treks in The Policy Statement of the Western Provincial challenging landscapes. This could Government identifies the need for visitor include funds for the purchase of life information services to be housed in Gizo and jackets, communication equipment, Munda. The Gizo tourism complex, which is proposed emergency fares, kits, a second to provide a tourism hub for SIVB, Ministry of Culture outboard motor, etc; and and Tourism (MCT), Western Provincial Government iii. Ensure that the risks associated with and the Western Provincial Tourism Association graded tracks and trails (see point 3b (WPTA), is currently under construction, along with above) are communicated effectively to the proposed jetty and beautification of the foreshore. those who are interested in undertaking The completion of these capital works should be the activity (ie so they are aware of the prioritised as it would significantly enhance the need to realistically match their ability to amenity of the Gizo arrival and departure point as well Ghizo Island © Edward Parker /WWF the level required of challenge). as create a hub for collaboration between the levels

38 39 Destination Plan Solomon Islands Destination Plan Solomon Islands

of Government and with industry. It will be critical to WPTA is an active industry body in Western at the outset. For example, an opportunity arising e. Ensuring proper governance structures and ensure that there are sufficient funds to enable the Province. It is important that the Western from the CTSNT project is to identify a funding processes are addressed in the development of ongoing operation and maintenance of the tourism Provincial Government, SIVB and MCT engages stream from sustainable tourism enterprises any collaborative booking site. This includes complex. and maintains a dialogue with WPTA. Industry operating within and around MPAs to contribute responsibilities for all parties involved and However, it is strongly recommended that the stakeholders and community representatives towards conservation. This should be formalised requires clear and timely communication. For proposed visitor information service centre for will contribute local knowledge and tourism through an agreement with the local community example, appropriate product delivery from the Munda is de-prioritised as there would be few expertise, provide content for promotions as well to enable resources for critical conservation supplier (that is, ensuring that accommodation visitors arriving in the region who have not already as represent the views and ambitions of the local activities. A benefit of this approach is that it booked is available and of an expected standard); undertaken detailed planning. The objective of an community. Communication, including through provides content for tourism businesses to share and the timely payment of revenue to local additional visitor information hub (ie in addition social media (as already established on Facebook with their visitors or potentially involve them in operators from the website administrator. A to Gizo) is unclear, would be resource intensive by WPTA) about regular meetings should continue the conservation efforts more directly through critical success factor is to ensure that standard and likely to outdate very quickly. An alternative to be shared with the local industry and can seeking further contributions or participating agreements are put in place for each listing, would be to utilise the budget for such activities to become an important channel for WPG, SIVB in volunteer conservation activities or citizen- clearly outlining the costs, commission structure, build or enhance the online presence of products, and MCT to engage more effectively with the science-style monitoring activities. timeframes for delivery of information or accommodation and activities across the region or local tourism industry. WPTA already assists remittance of revenue and responsibilities of for encouraging the establishment of new products in coordinating tourism and business training d. Governance also extends to ensuring robust and suppliers. and experiences. Further information on this is opportunities throughout the region. This should transparent planning for the development contained below in the Driving Demand – Marketing be continued to support greater business capacity of new experiences or visitor facilities and f. Investment and land tenure. As noted above, section. and governance. infrastructure. This includes undertaking it is critical that any investment in the region is feasibility analysis, risk assessments (eg visitor underpinned by an agreement with resource 4. Improved Governance The tourism complex, currently being constructed safety) and master-planning to mitigate the risks owners on access and a benefits-sharing model. in Gizo, should create an opportunity to associated with investment in visitor-related This agreement will need to be developed in the Ensuring good governance is a critical step towards strengthen collaboration between all levels of infrastructure. An important consideration context of the local land laws and ownership the effective implementation of the Destination government and industry by providing a tourism is to ensure that planning for visitor facilities model, including providing clarity on who has the Plan. Governance is not the sole responsibility of hub for the region. and infrastructure adopts a customer-centric right to act on behalf of the community in any Government. It involves many partners, including the approach. Inappropriate investment results in such agreement negotiations. By ensuring this is tourism industry and relates to a wide range of issues, b. Protection of heritage assets, including World infrastructure or facilities that are either under- addressed at the outset, the risk of challenges to including genuine community and stakeholder War II relics. There is a need to ensure that there utilised or abandoned due to low demand, access and disagreements over benefit sharing engagement, enforcement of regulations, adoption of is continued protection of the heritage assets of insufficient revenue to cover operating costs and/ are mitigated (although not eliminated). quality standards through to transparent and robust the region. This requires a regulatory approach as or poor return on investment. business practices and processes. well as an awareness campaign to involve local g. An important step towards improved governance business and communities in helping to protect In undertaking the feasibility analysis, it is in tourism in Western Province would be to A key benefit of a strong commitment to effective these important artefacts. Involving heritage critical that the timing of the expected return on prepare and implement the Provincial Tourism governance is that it underpins more productive experts and local communities in recording an investment is understood. Building awareness Development Plans, which are proposed in the partnerships between Government, communities inventory of heritage assets is an important first of tourism products and experiences in the NTP. In particular, to prioritise infrastructure and businesses, providing greater certainty for all step as well as developing an agreement between international market can take a number of years, improvements and new experience development stakeholders and a solid foundation for investment. the Government and the local community to which means that revenue in the first several and capacity building opportunities. A key However, a common pitfall is to over-complicate record, monitor, maintain and protect the assets years of operation is often insufficient to cover priority would be to integrate recommendations processes in the name of governance. This should located within the community’s area. costs, especially when accounting for marketing from this Destination Plan into the Provincial and may be avoided by focusing governance actions and promotion. For example, simply building Tourism Development Plans. to achieve a desired outcome rather than on the c. Sustainability of Marine Protected Areas a new eco-lodge does not mean it will be filled process itself. (MPAs), which includes LMMAs (Locally Managed with guests immediately and therefore there h. Volunteer programs can be challenging to Marine Areas), requires a long-term commitment needs to be careful consideration given to how establish, manage and resource for a number A number of specific governance issues have been from the local community, non-government the operations and marketing will be funded of reasons, including the sustainability of identified in the region and are outlined below: organisations and Government. In many cases, until demand has grown to a break-even or better volunteer-provided services, visa or permit initial efforts to create MPAs are weakened over level. Another consideration is how to stage a requirements, identification of appropriate a. Strengthening relationships between the levels time due to funding limitations or over-reliance project to better match the scale of operation volunteer activities, objectives or roles, volunteer of government (that is, National and Provincial on un-funded support from local communities. with lower demand in the early years of operation safety and well-being and both attracting and Governments) and between MCT and SIVB as A key consideration in establishing MPAs is to and expand as demand grows. managing people with the right expertise, skills well as with the industry. ensure appropriate governance structures and and attitude to contribute in a meaningful way sustainable financing mechanisms are identified to the host organisation. Other considerations

40 41 Destination Plan Solomon Islands Destination Plan Solomon Islands

include the tenure of the volunteer program and objectives, identifying desired outcomes and CAPACITY INITIATIVES the availability of resources, including people undertaking robust planning and management. to manage volunteers. However, there are also There are a range of credible organisations that benefits that derive from volunteering, including directly manage or can provide assistance with the CORE CAPABILITIES & CAPACITY INITIATIVES: • A key challenge for the Solomon Islands and the the cost-effective contribution of needed skills management of volunteer programs – given the Coral Triangle region more generally is that of and experience. From a tourism perspective, complexity of volunteer recruitment, management 1. Clear commitment to the protection of one of hunting of wildlife and unsustainable fishing (eg short-term volunteer programs (voluntourism) and resourcing, it may be important to consider the world’s most unique ecosystems and areas of over fishing or commercial catch that includes can attract a new audience, assist in building utilising these organisations where either the high conservation value small/immature fish). The sustainability of fish destination awareness and provide a critical resources or capacity within the host organisation populations is critical for food security and mass of volunteers to deliver project outcomes or is insufficient to dedicate to ongoing volunteer 2. Deep understanding of the importance of the ecosystem health while also contributing to outputs more efficiently. management. A short case study on Blue Ventures, environment to community well-being and the beauty of the marine environment, which which has undertaken successful voluntourism livelihoods makes it more attractive for sustainable tourism. Governance is critical to the success of any programs in multiple developing countries is Likewise, the capture and sale of iconic species volunteer program, including establishing clear provided in Appendix C. 3. Practical and shared understanding of such as turtle, threatens local populations sustainable tourism and its implications across all and undermines the perception of the region’s aspects of the supply-chain, from building design commitment to conservation. This issue needs and location, local produce, water and energy to be addressed through a mix of regulation, consumption, transport options, etc enforcement and education/awareness.

• The sustainability and impact of logging operations – the impact of logging operations in the Solomon Islands can be clearly seen from the 1. Conservation of the marine and coastal air. In particular, sediment run-off from erosion environment in de-forested (logged) areas and the subsequent silting of rivers and waterways will have a • Clean-Up program – develop and promote an detrimental impact on the natural and marine annual Clean Up campaign,5 focusing on the environment. This should be carefully monitored establishment of a pristine environment for the and managed to ensure logging operations region and involving the community in initiatives are conducted in a sustainable way to avoid to raise awareness of the importance of a clean unnecessary impacts that would undermine the environment and negative impact of waste. quality of the environment and deter tourists. This necessitates a strong Government approach • Prepare a wildlife calendar, highlighting key to regulation and enforcement of sustainable wildlife events, such as turtle nesting and other logging practices as well as protection of forest wildlife migration or breeding events. This is areas that if logged would have the greatest important information to provide depth to impact on the marine environment most suitable visitor information, marketing content as well as for sustainable tourism. encourage low or shoulder season visitation to observe natural events that may not necessarily • Management of – another issue align with peak season travel periods. that is faced by the Coral Triangle region is the impact of invasive species. For example, the • Work with communities to identify and declare introduction of non-native fish such as Tilapia additional Marine Protected Areas and Protected can have a significant impact on local/endemic Natural Areas – the current Premier of Western fish populations. It is critical that the Government Province has already made a commitment to of the Solomon Islands and Western Province extending greater protection of the natural Government commit to regulation and strict environment as a priority, for example the recent enforcement relating to invasive species. Executive Order declaring a formal protected area on Kolombangara Island. A similar Executive • International standards exist for vessel and Order could be made for Tetepare Island, which human interactions with marine wildlife. In a Nusatuva clown fish © James Morgan / WWF would require the consent of the Tetepare destination that aspires to be seen as enhancing Descendants Association.

5 The Western Provincial Government has undertaken a number of Clean Up campaigns, including one in August 2016 that focused on 42 43 Gizo town centre ahead of the arrival of the first cruise ship into the region. Others have been associated with World Environment Day and Coral Triangle Day. However, these campaigns have been ad hoc and not necessarily promoted across the Province. Destination Plan Solomon Islands Destination Plan Solomon Islands

conservation and best practice sustainable • Business and workplace training for tourism • A minimum guide to client ratio • Accreditation and standards – the NTP tourism it is critical that these standards are operators, which could also involve potential relevant to the activity risks recommends voluntary minimum standards for recognised and adhered to by all operators. international workplace exchanges. • Appropriate training/expertise/ guesthouse or ecolodge style accommodation, Develop and adopt a Coral Triangle Marine certification of vessel operators and which could evolve over time into a system of Tourism Quality Assurance Standard that aims • Access to finance, in particular micro-financing crew classification and grading covering the other to ensure visitor satisfaction, environmental and schemes, which has been outlined above. • Vessel safety standards and operating accommodation styles. Implementation should indigenous cultural heritage protection, reef procedures for inshore and offshore be staged to facilitate compliance and be resilience and tourism sustainability. Encourage • Supporting product distribution though a vessel services and operations matched by a small grants scheme to provide operators to adopt these standards and recognise centralised (SIVB managed) on-line reservations access to essential capital investment in the most operators that provide outstanding service and system, including on-line development by 3. Strengthening sustainable tourism appropriate infrastructure (as outlined above in stewardship (see further detail below at point 3c). tourism operators through targeted training. point 3b) or supply of equipment. This should segment between various markets • Strengthen the supply of local produce, for • The sustainability and impact of new ie tailor the offer through itineraries and product example extending the farm/sea to table program developments – the impact of new developments packaging and bundling to match the key market being implemented by the Western Province is a potential challenge for the region. This segments’ motivations and expectations. Refer to Tourism Association. As part of this initiative includes waste and wastewater management, the Governance Section above regarding some of work with local communities to develop a local erosion and visual amenity, among other the critical success factors for a centralised online cookbook, utilising local produce. This should be things. It is critical that land use planning for booking system. It is critical that any attempt to promoted by local cooks and chefs, who could the Province consider carefully controlling establish a centralised system is done so with be invited to contribute a ‘signature dish’ to the development where it would have the greatest appropriate levels of governance to ensure the cookbook. In addition, cooking demonstrations impact on the marine environment. credibility and reliability of the system. could be hosted for the local community to increase engagement in the use and values of • Continue and extend the WWF Western Province • Ensuring the optimal visitor experience does sustainable local produce. micro-financing project – see: https://blog.wwf. not mean delivering on ‘western standards.’ org.au/2014/07/celebration-solomon-islands/ People are coming here for something different. • Develop and implement basic sustainability However, it is important that visitors are aware principles and guidelines for building, • Commitment to implementing Pack for a Purpose of what they can expect, and that visitor safety maintaining and managing eco-lodges. Provide program or Blue Ventures, a science-led marine and conservation standards are assured. As a a grants scheme to provide assistance for conservation volunteering program. This would minimum, the following basic standards need to local operators to acquire and use and source require development of a formal agreement be determined and applied: sustainable building materials and/or implement with these organisations and potentially the i. Customer service - Customer service sustainability design features. This is particularly identification of a local hub for operations, for charter for local businesses that identifies: important in relation to waste water and sewage example in collaboration with one of the dive • what tourists can expect in terms systems. operators. A case study on recent developments of customer service (eg welcome, with the Blue Ventures’ program in Timor-Leste is reliable service, safety, opportunity to • Develop sustainability criteria for tourism included in Appendix C. learn about and engage with the local products, for example: culture) i. Limits on game or river fishing, including 2. Community and industry development • what communities may expect from both numbers and size of fish caught tourists (eg respect for culture and and/or potentially promoting catch and • Business support and training – develop a five- religious protocols, etc) release; year mentoring project, which connects local ii. Risk management - A risk management/ ii. Guidelines for wildlife interaction such as businesses to the right resources, skills and visitor safety plan for activity and transport approach distances; and expertise throughout the business establishment businesses that includes requirements for: iii. Capacity limits such as guide to client and management phases. The importance of this • Current first aid qualification by all ratios or number of visitors to particular scheme is to distinguish itself from one of training guides sites at any one time. program and provide a longer-term relationship • Carrying first aid kits that encourages and fosters success for small- • Adequate numbers of serviceable life scale enterprises. jackets on all vessels

44 45 Destination Plan Solomon Islands Destination Plan Solomon Islands

As outlined above, the Nature and Adventure Traveller As noted above and in Appendix A, collaboration DRIVING DEMAND – MARKETING market to the Solomon Islands in 2035 is forecast through the Coral Triangle is likely to provide to be worth between $147 million to $189 million significant benefits to participating destinations. This annually, an increase of over 650% on 2015. However, is a result of leveraging regional resources rather than this growth forecast requires significant effort to: trying to compete independently. However, it remains • Raise awareness of the destination in the target critical that the Solomon Islands continue to promote Over recent years, the Solomon Islands has seen as family holiday destinations. The NTP recognises and source markets; itself as a nature and adventure-based destination, a steady increase in the number of international that the Solomon Islands’ competitive advantage or in line with its national tourism brand and marketing travellers. In the nine-month period ending in point of difference is its nature and adventure-based • Facilitate conversion of awareness and intent to activities. September 2016, there was a 4.5% increase over the offering. This aligns with the identified target market travel into actual bookings; and corresponding period in 2015. A total of 16,381 visitors for the Coral Triangle Sustainable Nature-based The high priority actions below are divided between arrived between January and September 2016, 706 Tourism Project. As a result, the OWP region, the • Provide and deliver visitor experiences that meet those that involve collaboration under the auspices of more than the prior year. Australian arrivals were at focus of this Destination Plan, offers an outstanding or exceed the expectations of the market. the Coral Triangle and those that relate specifically to 6,868, which represented 41% of all international opportunity to enhance the national tourism brand the Solomon Islands or the OWP region. visitors to the country and demonstrating the positioning by offering visitor experiences that deliver In order to fulfil the potential contribution of the OWP importance of Australia as a key source market for on the ‘off the beaten track’ nature of the Solomon to the national forecast, there are a number of models the Solomon Islands. However, the number of actual Islands. that need to be considered for marketing. The models leisure travellers, rather than total international are outlined in Appendix E and have informed the high arrivals, is likely to be considerably less, with As noted in the background to the Destination Plan priority actions recommended below. estimates of only 25% being categorized as holiday (refer Appendix A), significant analysis has been visitors in previous years (2013, NTP). undertaken with regard to the growing opportunity for sustainable tourism in the Coral Triangle. The It is imperative that greater efforts are made to market analysis included a forecast of the opportunity the Solomon Islands. A critical point is to ensure to 2035 for the Coral Triangle overall as well as it doesn’t attempt to compete with other Pacific specifically for the Solomon Islands, as follows: destinations, such as Fiji, which are well renowned

Estimate Value in 2015 Forecast to 2035*

REGION/ Nature-based & Nature-based & Total Total SCALE Adventure Tourism Adventure Tourism Tourism Tourism Market 20% Share 25% Share Market 35% Share 45% Share (US$) (US$) (US$) (US$) (US$) (US$)

Coral Triangle (CTI-CCF US$ 98.7 US$ 19.7 US$ 24.7 US$ 454.3 US$ 159 US$ 204.4 Countries) billion billion billion billion billion billion

Solomon US$ 97.4 US$ 19.5 US$ 24.3 US$ 420 US$ 147 US$ 189 Islands million million million million million million

Nusatuva marine protected area © James Morgan /WWF 46 47 Destination Plan Solomon Islands Destination Plan Solomon Islands

High priority actions ii. Integrating or implementing a booking b. Itinerary development, packaging and bundling system for operators (accommodation, – Identify opportunities for packaging and tours, activities and transport) within each bundling of experiences with accommodation, 1. Regional collaboration through the site, which could be implemented in stages transport and tours (etc), building in a commission Coral Triangle commencing with providing referrals to structure to ensure all business in the supply existing sites chain are paid and share in the benefits. This a. Development of a regional nature-based Triangle to coordinate efforts to attend iii. Review and identify a budget for search would enable more itineraries with multiple tourism brand for the Coral Triangle – each international tourism trade shows to present engine optimisation and opportunities points of interest and stays to be developed. Destination Plan includes a positioning that the most outstanding sustainable nature and for search engine marketing and digital Currently, it is difficult to find itineraries for the identifies each site’s unique difference. To build adventure destinations across the region. This advertising as well as improving links to key region – notwithstanding the small number of on the tourism aspect of the Coral Triangle (CT), would assist to raise the profile and awareness websites within each destination/site. commercial itineraries currently listed on http:// it is recommended to develop a nature-based of the Coral Triangle sustainable tourism www.visitsolomons.com.sb/inspired-trips. tourism brand for the Coral Tringle that each destinations with wholesalers and distributers d. Dedicated public relations campaign focused Itineraries would assist in bringing the ‘ultimate member country can leverage to promote the while also enabling the sharing of costs and on the sites, involving mainstream travel and marine safari’ positioning of the region to life best of the best sustainable marine and coastal resources. That is, rather than each site within special interest media as well as influential travel and support conversion of interest to an actual experience within each country. While nature the project attending the trade show, they could bloggers in nature and adventure-based tourism. booking. This information should be enhanced by based tourism is the fastest growing market share a Coral Triangle exhibition, featuring the This would provide an important opportunity to the development of maps (especially interactive within the tourism sector there are many other individual destinations within the region. This is leverage changes to thecoraltriangle.com website maps) as well as inspirational content on the destinations including others similar to the CT particularly important for special interest trade and to deliver on the positioning of the sites. highlights, activities and options that could be that leverage nature as their point of difference. shows, such as diving and birdwatching trade incorporated into the itinerary. shows. This would require the development of 2. Specific marketing and communication actions Developing a clear and focused positioning appropriate Coral Triangle collateral, recognising relating to the Solomon Islands c. Partnerships for promotion – There is a clear and identifying the emotional territory for the the individual products or operators by country. need to adopt a more strategic approach to CT is not just dependent on its attributes but it For example, across the three current sites A critical action required is the development of a developing and strengthening partnerships to is also about creating an emotional reason for within the project there are a number of dive three to five-year marketing plan for the OWP region, improve promotion of the region. For example, a the target market to purchase a holiday to one operators, including Walindi Resort (PNG); Dive utilising the positioning identified in this Destination partnership with Solomon Islands Airlines, which of the sites within the CT region. The purpose Munda and Dive Gizo (Solomon Islands); and Plan. There are a number of key areas to address in the promotes the concept of the Western Province of repositioning the CT is to also underpin Dive Timor Lorasae, Compass Charters, Ataúro marketing plan, including: ultimate marine safari, could be developed. and support the key themes and signatures Dive Resort and Aquatica Dive Resort (Timor This would include partnerships with sea experiences that have been developed as part of Leste), all of which could contribute great content a. Content marketing - Develop content to be transport operators and accommodation and the Destination Plan. to raise awareness of the outstanding diving used across all paid, owned and earned media tour/activity providers based on the itineraries opportunities across the Coral Triangle and help channels, including provision of content for identified above. Currently, there are two Through the positioning and brand development to create the ultimate ‘bucket list’ for diving partner platforms (see point 2d below). Content websites promoting accommodation and tours: the persona or brand archetype, which impacts enthusiasts. consists of images, video and copy. Content Visitsolomons.com.sb (administered by SIVB); the tone and manner of how a destination speaks marketing is reliant on good quality content that and the Solomon Travel Portal (see http://www. about itself through all its channels to market, c. Strengthen the profile and user experience (UX) is relevant to the target market. That is, images, solomonislands-hotels.travel/ ). These sites do would be identified. This will also underpin and of the Coral Triangle consumer-facing website, short videos, blogs and stories that are regularly not currently cross-reference each other and while influence on-going development of marketing http://thecoraltriangle.com/ - There are a range updated. Content marketing is becoming more one provides direct links to tourism businesses, content and provide a framework to ensure of actions required to enhance this website to important as the travel market moves away from the other (Solomon Travel Portal) offers a that user generated content (UGC) reinforces increase awareness of the sustainable tourism utilising traditional media and is more focused booking facility (albeit on request for some the CT positioning. This does not mean that destinations of the Coral Triangle region and on digital marketing. This change in marketing is accommodation and tour providers). There should the CT needs to develop a new logo but it could convert interest into bookings. For example: very relevant to niche markets. Note that there is be a partnership formed to share resources and underpin the development of a new tagline (if i. Profiling each site specifically (Featured already significant content available through the enhance marketing through placement of content one is required) so as to provide a replacement Destinations), including consumer-friendly Coral Triangle consumer-facing website, http:// (other websites, YouTube, etc) and improved for the reference to the ‘Amazon of the Ocean’ on and inspiring content on the visitor thecoraltriangle.com/. A table is outlined below search engine optimisation (SEO). In addition, TheCoralTriangle.com website (to move it away experience offering and why the site is that sets out key activities by channel, in line partnerships with accommodation providers from a comparison strategy). part of the Coral Triangle Sustainable with the Paid, Owned and Earned Model (refer based in Honiara could be identified to enable Nature-based Tourism Project, such as the Appendix E for general information on the Paid, overnight stays in the capital. b. Collaboration for attendance at international outstanding marine and coastal values Owned and Earned Model). tourism trade shows – there is a significant opportunity for the six countries of the Coral

48 49 Destination Plan Solomon Islands Destination Plan Solomon Islands

Paid, Owned and Earned Channels – action table

The following table identifies a number of immediate OWP region would consider these and other actions in and high priority actions to assist in driving demand. more detail. CHANNEL ACTION RESPONSIBILITY However, the development of a marketing plan for the

OWNED (such as the Solomon Travel Portal and the Coral Triangle SIVB consumer-facing website - http://thecoraltriangle.com/). CHANNEL ACTION RESPONSIBILITY Specifically consider:

• Contract a digital agency to undertake a review and test the user experience (UX) across the website OWNED Develop a content calendar including: SIVB and all ‘owned’ digital assets and develop a roadmap • Nature-based events, such as wildlife experiences and budget to bring the UX up to best practice design (turtle nesting, etc) and functionality for destination websites and social • Existing Experiences – for experiences that already media assets including Instagram and YouTube. This exist, including local heroes (guides, local identities, will assist in driving more traffic to the SI website, which etc), special interest themes (bird-watching, diving, will in turn provide a greater opportunity to convert WWII heritage, etc), local events or cultural activities more people to purchase a holiday. This is a critical (festivals, markets, etc) asset to support the other marketing activities such as • New Experiences – identify content for all new attendance at tourism trade and consumer shows. experiences – this may include building content as the experience is developed to help create excitement and • Search Engine Optimization (SEO) – As part of provide a different angle for Public Relations the website review undertake a review of SEO. It is vitally important that the fundamentals are in place High quality content is essential to assist in driving stronger to capture and drive the maximum amount of traffic engagement through social media channels as well as to the website. Develop an SEO strategy that involves providing greater depth to the content for the website and partnerships with local operators, retailers and airlines. newsletters. The content needs to be relevant and relate It is worth noting that currently, some of the listed to the target market motivation for travel. Therefore, the accommodation providers can’t be found through a primary message should be visitor-experience focused Google search. to inspire the target market to visit while the secondary message is a conservation or nature-based message, ie • Providing a regular (eg seasonal/quarterly) why these sites have been chosen and are so special (they e-newsletter for those who sign up for the ‘updates have unique conservation values). Content, including copy, database,’ which leverages the content calendar. images and short videos, should be developed for use across multiple platforms. • Consider the development of a Coral Triangle focused micro site for OWP to increase awareness and Website review - Review and improve the Visit Solomons promotion of the sustainable, nature-based tourism website. It should be noted that the website is already of a offer of the region. high standard, including being mobile-responsive, which is best practice. However, a key issue is that further content • As part of the marketing plan, identify a budget for needs to be developed, including itineraries and improved search engine marketing (SEM) (eg placement of geographical context as well as enhancing links with social AdWords, which should be linked to SEO review) and media, including prioritising Instagram (not currently digital advertising. integrated, only Facebook) and links to other websites

50 51 Destination Plan Solomon Islands Destination Plan Solomon Islands

CHANNEL ACTION RESPONSIBILITY

PAID As noted above, attendance at trade and consumer shows SIVB with tourism is vital. Some operators are already attending these shows, operators such as Dive Munda and Agnes Gateway attending the 2016 DEMA USA dive trade conference. However, a combined Coral Triangle presence would enhance awareness of the Coral Triangle sustainable tourism destinations (as noted above)

EARNED Continue to facilitate public relations through international SIVB with tourism travel famils, including with special interest media (diving, operators bird watching, etc). However, strengthen the promotion of OWP region by utilising the positioning and itineraries. In addition, leverage articles by sharing or linking them to your owned assets, such as the website or social media platforms.

Njari Island - James Morgan /WWF

52 53 Destination Plan Solomon Islands Destination Plan Solomon Islands

APPENDICES

54 55 Destination Plan Solomon Islands Destination Plan Solomon Islands

Overview of the project and key stages The baseline analysis informed the next stages APPENDIX A in the project, including the positioning of each In summary, the objectives of this project are to: site, destination development planning and BACKGROUND ON THE CORAL TRIANGLE communication initiatives such as the investment • Provide a framework for developing and prospectus. The base-line analysis may be accessed SUSTAINABLE NATURE-BASED TOURISM marketing a regional nature and marine-based at: http://wwf.panda.org/what_we_do/where_we_ sustainable tourism brand for the Coral Triangle; work/coraltriangle/publications/?260690/Developing- PROJECT and-Promoting-Sustainable-Nature-based-Tourism- • Conduct business planning for distinctive in-the-Coral-Triangle positioning and signature experiences to support destination management planning at three This document provides the positioning for the site selected areas, one in each of Timor-Leste, Papua selected in the Solomon Islands as well as the site’s Developing and Promoting Sustainable Nature- The aims of the project are to: New Guinea and the Solomon Islands; recommended destination plan. Based Tourism in the Coral Triangle is an initiative being implemented by WWF through funding from • Promote world class, high quality visitor • Work with WWF and stakeholders to prepare an the Australian Government. The initiative’s goal is to experiences; investment prospectus as well as identify and assist the six countries of the Coral Triangle Initiative • Increase the value of tourism to local, regional engage with potential investors; and on Coral Reefs, Fisheries and Food Security (CTI-CFF) and national economies; to develop and/or accelerate a long-term approach to • Enhance the role of marine protected areas in • Prepare a communication strategy to promote more sustainable nature-based tourism in the Coral local communities and supporting sustainable the initiative and brand with key stakeholders, Triangle. livelihoods; communities and businesses. • Build support for protecting our natural and The long-term vision that guides the initiative is: cultural assets, in particular the marine and In late 2015, a baseline analysis of the current state coastal resources of the Coral Triangle. of tourism in the Coral Triangle was prepared by The Coral Triangle region is a renowned sustainable Richard Plumpton of 2iis Consulting, which outlined a tourism destination with economic benefits flowing The project aims to build a partnership between roadmap for the future development of nature-based to communities, governments and private enterprise, conservation, tourism and the community, as tourism as a socio-economic development pathway providing a strong incentive to protect and sustain the represented in the following diagram: for the region. The baseline analysis included, among region’s natural environment. other things:

• Global trends in tourism and nature-based tourism; CONSERVATION • Tourism as a driver of socio-economic progress;

• Coastal and marine tourism; Developing and Promoting Sustainable Nature-Based Tourism • Risks relevant to tourism development; and in the Coral Triangle • Assessment of tourism models and the potential for nature tourism brands.

TOURISM COMMUNITY

56 57 Destination Plan Solomon Islands Destination Plan Solomon Islands

Vision for the Coral Triangle sustainable iv. Accessibility for visitors, particularly through Guiding principles • The site’s character will be retained through destinations regular and reliable transport services (air, effective design, planning and management of road or sea) linked to the national capital The project has also developed a number of guiding infrastructure; and A sustainable and low-impact tourism industry and/or other regional destinations. principles, designed to ensure that destination flourishes and supports vibrant communities, planning and tourism activities are appropriate for • Development of new visitor experiences strengthens local economies and contributes to the Themes and context for destination the site. The guiding principles enable resilience and and infrastructure should be informed by an conservation of the outstanding marine and coastal development protect the point of difference for those sites within understanding of the needs and expectation environment of the Coral Triangle. the Coral Triangle Sustainable Nature-based Tourism of the target market (visitor-centric approach) In consultation with the community and stakeholders Project and have been endorsed by the communities and involve robust and consultative master Selecting sites for inclusion in the project involved in the first three sites, the following and stakeholders involved in the project: planning and feasibility analysis to ensure the experience themes have been identified for destination sustainability of the initiative. The sites selected for inclusion in the project meet the development and planning. It is worth noting that in • Conservation of natural and cultural values is following high-level criteria: each site one of the themes may offer a stronger visitor paramount to the long-term sustainability of the Key elements of a Destination Plan proposition. The three themes are: region for its community and visitors; i. High-value and well-preserved marine A Destination Plan is a framework for developing and coastal resources conserved under a 1. Conservation through Stewardship • The visitor experience will be grounded in the sustainable experiences for visitors. It identifies: community-managed and/or Government- 2. Experience Village Life culture and nature of the site; gazetted Marine Protected Area (MPA) or 3. Adventure into the Coral Triangle • The shared vision of the community and industry network of protected areas (this may also • Planned growth in tourism will be respectful of for tourism; include wildlife management areas); Underpinning these themes is a commitment to local culture; the conservation and protection of the marine and • How the site should be positioned in the eyes of ii. Engaged community with an interest in coastal resources of the destination; an appreciation • Community benefits will be achieved through the visitors to achieve this vision; supporting or participating in low-impact, of the importance of marine and coastal resources to delivery of tourism opportunities; sustainable tourism; community well-being and livelihoods; and a practical • The signature experiences that can be used to understanding of sustainability. • Protection of marine and coastal resources will support the positioning and attract visitors to the iii. High-level support from local, regional and be improved through building awareness with the site; and national Government, including support local community and tourists/visitors; from environment, tourism and economic • Enablers to address challenges, gaps, development agencies; opportunities and barriers.

Unifying Themes and Context Coral Triangle Framework for Sustainable Tourism Project’s overarching vision. Core themes and context unifying all the sites within the project Links to the Program’s aims.

Conservation through Stewardship UNIFYING CONTEXT Place vision relating to all the sites involved in the CTI Sustainable Tourism Project. The contribution of visitors and the local community to 1. Clear commitment to the protection This will ultimately underpin the positioning of the Coral Triangle Sustainable Tourism conservation, which supports the outstanding marine and of one of the world’s most unique Project at a regional scale. coastal resources of the Coral Triangle, in particular recognising ecosystems and areas of high that these are sites of high conservation value. conservation value 2. Deep understanding of the Core themes unifying all the sites importance of the environment to Experience Village Life within the program It is the simplicity of village life that is so attractive to visitors community well-being and livelihoods along with the opportunity for genuine, authentic engagement 3. Practical and shared understanding with the local community. of sustainable tourism and its Site specific Site specific Site specific implications across all aspects of the positioning positioning positioning Adventure into the Coral Triangle supply-chain, from building design Site specific destination Site specific destination Site specific destination At the heart of the Coral Triangle Nature Based Tourism and location, local produce, water development plan development plan development plan Project is the opportunity to connect visitors to and immerse and energy consumption, transport them in the outstanding marine and coastal environment options, etc This Destination Plan has been developed within the context of the overall framework for the project, outlined in the diagram opposite.

58 59 Destination Plan Solomon Islands Destination Plan Solomon Islands

Key considerations of the Coral Triangle Sustainable Nature-Based Tourism Project APPENDIX B

There are six key considerations with regard to the 4. The target market is a niche, high yield market. CONSULTATION UNDERTAKEN DURING THE overall project. These principles help to shape the Visitation to these sites is expected to be recommendations relating to each site and provide a lower in terms of numbers but deliver higher DEVELOPMENT OF THE DESTINATION PLAN guide to destinations considering being a part of the economic returns per visitor. Furthermore, this project. market is more likely to spend more money on activities, experiences and unique or boutique As noted above on page 16, three independent visits • Kolombangara Island Biodiversity 1. The initiative should complement the existing accommodation. This initiative is not intended to to the Solomon Islands were undertaken to inform the Conservation Association (KIBCA) national tourism brand, plan and strategies in include mass tourism destinations. development of this Destination Plan, specifically: • Western Province Women’s each of the six CTI-CFF countries. As a result, the 5. A key objective is to ensure that the initiative Microfinancing Project group project aims to leverage and ensure linkages is sustainable. This requires a governance • Preliminary assessment, involving Ms Jackie between the national tourism plan or strategies framework that is manageable within the context Thomas of WWF and Dr Lida Pet Soede of Hatfield • Private sector tourism organisations, including and site-specific sustainable destination planning of human and financial resources available under Consultants in November 2015; Resort, The Wilderness Lodge, Fatboys and management. the auspices of the CTI-CFF. Resort, Zipolo Habu Resort, Gizo Hotel, Dive • Primary field visit in August 2016, involving Ms Gizo, Dive Munda, Agnes Gateway Hotel (Munda) 2. The project is focused on low-impact, sustainable 6. In order to ensure the sustainability of the Jackie Thomas of WWF, Mr Carl Solomon of tourism in areas of high-value marine and project, it is critical that investment opportunities Destination Marketing Store and Ms Janet Mackay • New Zealand High Commission, Honiara coastal resources. It is not intended to include identified through the destination planning of TRC Tourism; or represent all marine or coastal destinations process are captured within an investment The tourism consulting team travelled extensively across the Coral Triangle. Essentially, it seeks to prospectus and presented to both potential • Secondary field visit in December 2016, involving across the region during the three visits, including identify and enable sustainable, nature-based development partners as well as private sector Mr Carl Solomon and Ms Charlotte Prouse of by air into or out of Gizo, Munda and Seghe airports tourism in the most well preserved and protected investors. The investment prospectus will be Destination Marketing Store. and either visited or stayed in Gizo, Munda, Noro, marine and coastal sites within the Coral Triangle. prepared for both audiences and provided to Marovo Lagoon, Tetepare Island, Rendova Island, respective national governments to promote the During these field visits, meetings were held with a Mbabanga Island and Vona Vona Lagoon as well as a 3. There are significant benefits from the six opportunities at each site. range of stakeholders, including: number of other small islands across the region. Most countries collaborating through this initiative to travel throughout the region was undertaken by boat. raise awareness of the Coral Triangle marine and • CTI-CFF National Coordinating Committee Significant logistical support was provided by WWF coastal destinations of high conservation value Solomon Islands, for which the consultant team was and achieve greater cut-through in a crowded • Ministry of Culture and Tourism very grateful. tourism market. This is even more important when comparing the Coral Triangle with other • Ministry of Environment, Climate Change, marine and coastal destinations globally. Disaster Management and Meteorology

• Solomon Islands Visitors Bureau

• Premier, Minister for Tourism & Culture and the Provincial Secretary of Western Province

• Non-government organisations and community groups, including representatives of: • Solomon Islands Community Conservation Partnership (SICCP), Community Conservation Partnership (CCP) and The Nature Conservancy (TNC) • Tetepare Descendants' Association (TDA) and Tetepare Island Ecolodge

60 61 Destination Plan Solomon Islands Destination Plan Solomon Islands

APPENDIX C APPENDIX D BLUE VENTURES CASE STUDY BASELINE ANALYSIS – INITIAL HIGH-LEVEL Content provided by: Sean Clement of Blue ASSESSMENT OF CURRENT SITUATION Ventures, Ataúro, Timor-Leste

Blue Ventures (BV)6 runs conservation tourism Homestays on Atauro Island commenced in ELEMENT Baseline description – Potential areas for expeditions on Ataúro Island in Timor-Leste, attracting January 2017 and will continue as a core element current situation future development paying international volunteers for long-term of BV’s work in Timor-Leste, with all volunteers now stays. BV’s target customers fall very much within spending a minimum of two weeks in homestays Infrastructure Roads Roads the Destination Plans stated target markets. BV’s on every expedition. Sean explains “The quality • Recent resealing of road from Munda As per SINTS, plan for these expeditions is to maximise economic of the homestay experience has already exceeded to Noro has created easier access to • Access to key attractions is critical benefits to local communities. To that end, BV has our expectations, and many of our 2016 volunteers the ferry terminal for Kolombangara if local areas are to maintain an spent the latter part of 2016 making preparations indicated they would be keen to return to the island Island attractive tourism product. with the Beloi community on Ataúro Island to to take part in a homestay experience in future. We • Majority of roads require ongoing • The proposed Provincial establish infrastructure to support homestays for their are committed to professionalising and improving maintenance and many would Tourism Plans would identify volunteers in the village. homestay standards as part of our long-term benefit from re-sealing with priority road priorities for tourism at a commitment to the island. We are also planning to Gizo and Munda town roads Provincial level. Eight families within the village have since formed to replicate the model elsewhere in Timor-Leste an independent homestay association, and received later in 2017, hoping to build the model to the point Air access Air access hospitality and food service training from the East where it can represent a significant proportion of • Gizo airport is adequate standard for As per NTP, Timor Development Agency (ETDA)7 in late 2016. the accommodation sector on Atauro Island - for our the market • Munda – need to complete Representatives from the association, along with volunteers and independent travellers alike.” • Munda is adequate to service the navigational aids, runway lighting delegates from other communities on the island domestic market, but requires and fencing to enable operation interested in replicating this model, have just These developments will provide new economic lighting for night-time flights plus as an alternate international completed an exchange visit to the Bird’s Head opportunities for communities in Timor-Leste and fencing for safety. Improvements airport; Seascape8 in West Papua, taking part in a knowledge mitigate some of the observed weaknesses recognised funded by NZ are scheduled to bring • Seghe airport needs to be exchange with members of the Raja Ampat Homestay within the Ataúro Island Destination Plan. the facility up to the standard as an upgraded to Dash Eight level, Association (RAHA). RAHA is an extremely successful alternate international airport to to facilitate a Seghe, Gizo, community organisation that has leveraged its Honiara Munda round service and the proximity to Raja Ampat's famous reefs to build a • Seghe airport is important to further development of a Western community-based ecotourism sector now turning over tourism development and requires Province Tourism Trail. in excess of $1.5 million annually. upgrading Potential for Solomon Airlines to: Boat access • Provide discounts or Air Passes • Most transport within Western for international holiday visitors Province is by boat – options include on domestic travel sectors charter and passenger transport including multiple and single services, for example between Gizo sectors, to stimulate provincial and Noro and Gizo and Munda. Some travel; private/water taxi services don’t • Develop an inbound operation to have sufficient safety equipment support product distribution and etc although are cheaper and more sales in the leisure market; flexible re routes. Other challenges for • Address the cost of domestic air boat transport are erratic fuel prices travel to Western Province 6 See: https://blueventures.org/about/ and lack of outboard motor (OBM) 7ETDA is an independent, not-for-profit training centre in Timor-Leste. It strives to strengthen the capacity of East Timorese people so they can mechanics. play an integral and active role in developing and improving Timor-Leste. See: https://www.facebook.com/pg/etdatimorleste/about/ 62 63

8 See: http://birdsheadseascape.com/about-the-birds-head-seascape/ Destination Plan Solomon Islands Destination Plan Solomon Islands

ELEMENT Baseline description – Potential areas for ELEMENT Baseline description – Potential areas for current situation future development current situation future development

Infrastructure Telecommunications Activities • Diving and snorkelling are the main The SINTS proposes a Western Whilst cell phone coverage is reasonable Telecommunications…fast reliable activities in the region based out of Province Adventure Trail from and is being upgraded, internet services internet connection is required across Fatboys Resort, Sanbis Resort, Gizo Honiara through to Munda, Gizo and are at best slow, and in most situations, the province and Munda Seghe. This Trail would link a number non-existent. This is critical in the of key natural and cultural-based changing tourism environment of on line Accommodation • Some diving features WWII sites attractions including those in the bookings and information sourcing Accommodation would benefit from Marovo Lagoon and around Gizo as clear standards and the addition of • Some fishing occurs with Zipolo well as adventure activities including Accommodation more, higher-end eco-lodges Habu Resort and Gizo as hubs for this dive sites, surfing, nature, WWII and The majority of the accommodation is activity fishing. low-mid range • Localised activities also occur from The nature based experiences and Gizo resorts and eco lodges walks on Tetepare and Kolombangara Resorts: Fatboys Resort, Imagination Islands could be further developed Island, Komolo Resort • Titiru Eco-lodge, for example, is and promoted Hotels/Motels: Gizo Hotel, Gelvinas Motel, setting up walking tours and village Nellos Villa Motel, Naqua Motel, Sun West experiences New experiences that showcase and Motel interpret the WWII sites of the area Lodges/guest houses: Oravae, PT 109 • A walk to the summit of Mt could be explored, including links to Guesthouse, Rekona Lodge, Phoebe's Tepalamengutu on Kolombangara JFK and his rescue near Gizo Guest House, Cegily Guest house, Lelleana Island is also undertaken by some Lodge, Ocean view lodge, Tali’s Ocean local people and their guests; the Additional vessel based experiences Waves Hideaway island has several good walks of such as kayaking between eco-lodges Home/village stays: Komolo Village stay, varying distances or village stays Coastal village homestay • Tetepare Island offers nature based Munda experiences and guided activities by Resorts: Zipolo Habu Resort local rangers Hotels: Agnes Gateway Lodges/guest houses: Qua Roviana, Zeala • There is some surfing near Gizo Adventure Lodge, Munda Guesthaus Village/homestay: Ravihina Home stay

Kolombangara Island lodges: Onma Activities Current story telling is generally There is a significant marine and Lodge, Hughusu Eco-lodge, Imbu Rano associated with specific tour operations terrestrial conservation story to be Lodge (which are limited), and sites such as told in the area. There are also the Tetepare Island cultural stories of the local people Other accommodation: Sanbis Resort, as well as the WWII history and sites. Tetepare Lodge, Titiru Eco-lodge, Urilolo These need to be integrated into new Lodge business opportunities as well as extending the current experiences See also online product audit below in Appendix F.

64 65 Destination Plan Solomon Islands Destination Plan Solomon Islands

ELEMENT Baseline description – Potential areas for current situation future development Destination Management and Marketing

Services The Western Province Tourism Association Working with the current operators has recently been reconstituted and has and potential new ones to look at ELEMENT Baseline description – Potential areas for been active in coordinating training for experience development and product current situation future development businesses and developing an inventory of bundling could result in some operators excellent new product Management There is a suite of taxes that impacts on The high level of taxes, with poor There is a limited number of local people Further training and mentoring the viability of business including enforcement, impacts on the viability trained as tour guides opportunities need to be provided in: • Restaurant tax of establishing new enterprises and • tourism and hospitality • Bar tax serves as a disincentive. Also impacts • customer service • Meal tax on attractiveness of undertaking • business development • Accommodation tax maintenance etc. • Sustainable environmental • 40% duty on the import of equipment practices Consider incentives to encourage • online marketing and bookings investment in tourism and maintenance of equipment etc. Business mentoring

Labour skills: Cooking, guiding, safe boat handling etc Marketing The Solomon Islands National Tourism Greater focus and training in use of Strategy recognises the country as being the internet for marketing an adventure travel destination and requiring a focus on small scale tourism Place The natural beauty and the spirit Sustainable fisheries and based on niche markets. The following are and hospitality of the local people is environmental management recognised as having potential: outstanding. The natural assets are, in procedures, practices, training and • Diving parts of the region, compromised by poor promotion • WWII history waste management and extensive rubbish, • Surfing Develop a portfolio of tours and plastic bottles/bags etc • Culture cultural experiences for the Province • Bird watching to assist cruise companies with their • fishing itinerary development – especially for live-aboard and small-ship/ The cruise sector is also recognised as expedition cruise markets having potential.

The majority of marketing within the province is undertaken by operators (eg Dive Munda, Dive Adventures) and accommodation providers with limited integrated provincial marketing

66 67 Destination Plan Solomon Islands Destination Plan Solomon Islands

ELEMENT Baseline description – Potential areas for current situation future development APPENDIX E

Governance • The Ministry of Culture and Tourism The Provincial Tourism Development MARKETING MODELS acts as the lead Government Plans proposed in the SINTS agency for tourism planning and offer the opportunity to prioritise development infrastructure improvements and 1. Visitor or Customer Journey new experience development and communication cycle is critical to ensure visitors • The SIVB operates independently as capacity building. Marketing communication requires a commitment to the destination have a positive experience and a Statutory Authority with its own throughout the customer or visitor journey. It share their experience with their peer group, who are Board of Directors. SIVB is primarily Strengthen relationship between starts with building awareness and knowledge also likely to be in the target market. By becoming funded through an industry levy (bed levels of government and between of the destination and its point of difference, advocates they help to organically grow awareness tax) and receives a small Government MCT and SIVB specifically. distinguishes it from other places to visit and assists of the destination and enable more people within the grant annually to convert interest to an actual visit. Continuing the target market to be reached. Encourage agreements on benefits Branding • Customary land rights exist over areas sharing and responsibilities between including reefs, with custom fees operators and resource owners prior Marketing payable by operators to use them - to enterprises commencing business. Conversion / Sales land ownership/tenure presents as a common challenge for investment in AWARENESS KNOWLEDGE CONSIDERATION VISIT/BOOKING EXPERIENCE SATISFACTION SHARE/ADVOCACY

tourism operations Potential Visitor Repeat Visitor Information feedback cycle

2. Paid, Owned, Earned Marketing and by key influencers (bloggers and vloggers); and Communication Channels • paid - search engine marketing, or digital and traditional advertising. This model represents the key communication channels to reach your target market, which are split The importance of this model lies in the interaction between: and opportunities for leveraging each channel within the overall communications or marketing mix. Getting • Owned - website, social media platforms and the balance right by identifying the right channels to e-newsletters; reach the target market will maximise effectiveness within the available resources. • Earned - public relations (PR) articles or reviews

PAID OWNED EARNED Traditional and digital Brochure, Retail stores, Public relations (PR), word of advertising including Search Company website, Microsite, mouth, Facebook, Youtube, Engine Marketing (SEM)/paid Community, Facebook Instagram, Forums, Blogs, search, outdoor advertising, fanpage, Mobile app, etc. etc. direct mail and in-store media.

TARGET AUDIENCE CUSTOMERS AND VISITORS ADVOCATES 68 69 Destination Plan Solomon Islands Destination Plan Solomon Islands

APPENDIX F ACCESS ONLINE PRODUCT AUDIT OF SOLOMON

ISLANDS, OUTER WESTERN PROVINCE Flights Passenger boat services Getting there There are regular passenger boat services between Five airlines currently provide regular scheduled Honiara and Auki () and a weekly service Note: An online audit is conducted as it provides an insight into the information and booking opportunities services into Honiara. between Honiara and Gizo via Marovo. that potential visitors who are planning their trip would find. It is not intended to be an exhaustive list of all • Solomon Airlines, Companies offering passenger boat services products and experiences on offer. We recommend that a detailed product and experience audit be conducted • Virgin Australia, include: on the ground to identify any gaps in online visitor information. • Fiji Airways (formerly Air Pacific), • Go West Transport • Air Niugini and • MV 360 Discovery • Air Vanuatu • MV Pelican Express

There are direct flights connecting to Honiara Private Yacht from Brisbane and Sydney (Australia), Nadi (Fiji), If you're cruising in your own yacht, be aware that Port Moresby (Papua New Guinea) and Port Vila each province requires notification that you wish to (Vanuatu). visit their area. Before you explore onshore, try to In the Western Province, there are airports at Gizo, obtain permission from the relevant chief first. Munda, Seghe, Viru, Ramata, Gatokae, Ringgi Cove, Barakoma & Balalai. Getting around by road The country has around 1300km of generally poor Minibus and taxi services are available to and from roads with the most extensive and well developed the airport and throughout Honiara. Car hire desks networks on Guadalcanal, Malaita and . are located inside the terminal. Public mini-buses are only found in Honiara. Elsewhere people generally pile into open backed Getting around trucks or tractor pulled trailers. Solomon Airlines' domestic wing offers scheduled flights to about 20 airstrips around the country. Taxis are plentiful in Honiara and there are small Honiara is the main hub with frequent flights to the fleets in Gizo and Auki. They are meterless so agree main tourist gateways including Seghe, Munda and on a fare before you set off. Gizo. Hire cars are available in Honiara for touring Boat Guadalcanal and you may be able to arrange a car Getting there rental in Gizo in the Western Province. Driving is on Sail to the Solomons in a yacht - the official the left-hand side of the road. International driving ports of entry where you can clear customs and permits are accepted as are most driver's licenses. immigration are Honiara, Korovou (), Gizo, Ringgi, Yandina, and Graciosa Hitch hiking is also a possibility. In rural areas Bay. most vehicles double as public transport. If you want a lift through the countryside flag down a Getting around passing vehicle and ask the driver the cost of a lift. Out board powered dinghies - the most common means of transport. People pay a fare to travel a Tour Operators sector. Half or full day tours or organise overnight excursions to suit the visitor, whatever the activity. Charter boats - cost about S$1500 a day and fuel is Whether it's a diving tour, kayaking, hiking or often not included. visiting WWII sites, the knowledge and local insight that a guide offers can really enhance a travel experience.

70 71 Destination Plan Solomon Islands Destination Plan Solomon Islands

ACCOMMODATION/ RESTAURANTS MARINE/COASTAL ACTIVITIES

Accommodation is scattered throughout the Verarane Lodge Boat hire /charter / tour one of the local dugouts Western Province, with a in Gizo. Location: Gizo Dive Munda Zela Adventure Lodge, Roviana Lagoon - Location: Munda. A dive company that also introduction to local fishing activities, diving, Majority of accommodation is small scale lodge Aotaha Cave Lodge offers private charters, which can be used for collecting shells; Visitors also have the chance to and resort facilities, offering an eco experience. Location: Gizo snorkeling trips, free diving or booze cruises. www. learn traditional ways of surviving in the beautiful No large hotels. All accommodation have meals mundadive.com Roviana Lagoon available, some offer self catering although options Oravae Cottage to buy your own food are limited. Location: Gizo Zipolo Habu resort - offers sports fishing on the lagoon or beyond the reef, snorkeling around Urilolo Eco Lodge Fishing Tours surrounding islands Lodges and Resorts Location: Gizo At Zipolo Habu Resort “Joe is legendary with his success in deep sea Kopikorapa Lodge / Kopikorapa Eco Holiday Ropiko Beach Resort Location: Gatokae Island, trolling, lagoon trolling, bottom fishing, light and Self guided activities: Destination Marovo Lagoon www.ropikobeachresort.com.sb heavy spin casting, with charges including rods, • Canoeing Location: Pogepogere Island in northwest Marovo reels and tackle.” • Fishing/Crabbing/etc. Lagoon At Kopikorapa Lodge, Morovo Motor canoe trips • Kayaks Motels provide an opportunity for different methods of • Sailing Matikuri Lodge Rekona Lodge (BG Motel) Location: Gizo fishing, swimming in different rivers and enjoying • Location: Matikuri Island at the western arc of Naqua Motel the day on beaches and visiting local villages. • Snorkelling Morovo Lagoon Location: Gizo Tormundie Transit Uepi Island Resort also has paddle boarding, Sea Lodge Location: Munda hobie-cat sailing Location: beside Chuchulu Village, Marovo Lagoon. Kayak The Wilderness Lodge Kayak Solomons Sea Kayak Expeditions are based www.thewildernesslodge.org at the fabulous Uepi Island Resort situated on the Location: Paeva Island Morovo Village Stay magnificent Marovo Lagoon. Expedition and casual Conservation Hambere Village Stay sea kayaking trips from Uepi Resort At Zela adventure lodge visitors can engage in Uepi Island Resort Location: Uepi Island, Marovo Location: Kongohambere Lagoon, Gizo Location: Uepi Island, Marovo Lagoon. Conservation and resource management by Lagoon. www.kayaksolomons.com participating in monitoring marine protected areas, Kogubulena Village stay Location: Egholo Village, mapping local habitats, or joining community Pepele Seghe Eco Lodge Rendova island, just off the shores of Munda conservation meetings and workshops. Programs Location: New Georgia Island in Marovo Lagoon are being developed allowing guests to count fish, Zela Adventure Lodge Local Tours interview locals about climate change, measure Zipolo Habu Resort Location: Roviana Lagoon Most of the lodges and resorts can arrange a range economic activities, or map indigenous ecological Location: in Vona Vona Lagoon Verarane Lodge of local tours. knowledge among other research activities. Location: Gizo For Example: Fatboys Resort, Bar and Restaurant Location: Mbabanga Island Sea Lodge, Marovo Lagoon, tours available: Surfing Restaurants • Snorkelling Reef surfing at Paelongge ​ near Gizo in Western Agnes Lodge All of the lodges offer dining. Stand-alone • Fishing Province Location: Munda, Roviana Lagoon restaurants are few and far between, mainly • Kayaks Skull Island – 5 mins from Zipolo Habu; about 20 - located in Gizo. • Crocodile Sightseeing 30 mins from Munda; and about an hour from Gizo Zela Adventure Lodge Sanbis Resort - offer diving, snorkeling at the town area. Location: Roviana Lagoon Gizo restaurants: WorldFish Centre. Lola Island (Zipolo Habu) – offers the longest right- • Gizo Waterfront hander in the Solomons. Titiru Eco Lodge • PT 109 Matikuri Lodge - canoe trip around the island in Location: Rendova Island, Munda • SB Bar (at Sanbis Resort)

Sanbis Resort Fatboys (at Fatboys Resort) Location: Gizo Location: Mbabanga Island

72 73 Destination Plan Solomon Islands Destination Plan Solomon Islands

ARTS, FESTIVALS AND CULTURE LAND ACTIVITIES

Tours visitsolomons.com Local markets Festivals – Do not seem to occur and/or be Titiru Eco Lodge Tours – Cannot find info online Showcasing a variety of promoted in the Western Province, there are some in Location: Rendova Island, between Egholo and Walking/Trekking local craft and arts produce by local artisans the other more populated provinces such as the Ughele Villages Kolombangara Island Biodiversity Conservation Shell Money Festival on Malaita in August, the These tours take guests on journeys through Association (KIBCA) – invites visitors to experience Gizo market Wagasia​ Spear Throwing and Yam Harvest on underground caves, local villages and gives them easy rainforest walks, outstanding birdwatching, On the waterfront operates daily, selling fruit and Makira​ in June, and the Banana Festival on Makira an opportunity to learn more about local flora and river walking and swimming and rugged cloud- vegetables, fresh fish, buns and scones. in August and Munda Lagoon Festival in September. fauna. forest walks. www.kolombangara.org No Website, https://www.facebook.com/titiru. Location: Ringgi, Kolombangara Island Tours ecolodge and listed on several destination websites Villages / souvenir shops / roadside Go West Tours Offers interesting cultural and WWII trips. Based Guadalcanal Travel Service (GTS) is the leading Walking Tours craft stalls at Agnes Gateway, this small venture offers a wide travel agent in Solomon Islands and can arrange a Titiru Eco Lodge Tours cannot confirm if these are present throughout range of excursions around West New Georgia. range of tours including: through underground caves, local villages and Western province (assume they are). Selling: Stone www.agneslodge.com.sb Location: Roviana • Island Tours gives visitors an opportunity to learn more about and wood carvings of traditional Nguzu Nguzu Lagoon, Munda • Fishing tours local flora and fauna. figures; fishing equipment, weapons, circular shell • Cultural and festival tours Location: Rendova Island, between Egholo and currency carved from fossilised shells, and skull Zipolo Habu Resort offers a number of tours to • Battlefield tours Ughele Villages boxes local villages and custom sites including the well http://solomontravel.info These tours take guests on journeys through known Skull Island. Basket weaving using strong underground caves, local villages and gives them Skull Island lawya cane is a specialty in the Vona Vona Lagoon. an opportunity to learn more about local flora and Location: in Vona Vona Lagoon near Munda on Cultural Tours fauna. New Georgia Island Zela adventure lodge offers many Cultural activities Titiru Eco Lodge Tours No Website, https://www.facebook.com/titiru. View the skulls of venerated chiefs and their including: Location: Rendova Island, ecolodge and listed on several destination websites vanquished foes. • Learn how to make traditional mats, baskets, Go West Tours paddles, and other local objects, Location: Roviana Lagoon, Munda, • watch crocodiles, or Self-guided activities • learn about headhunting and custom from Visit Boboe Community Traditional "welkam" • Bushwalking/Hiking/Trekking tribal elders. followed by authentic displays of cooking, • Cultural Entertainment crafts and a sumptuous lunch of reef fish, root • Cultural Visits/Tours vegetables, seaweed and dried banana. See • Jogging/Walking

74 75 Destination Plan Solomon Islands Destination Plan Solomon Islands

ATTRIBUTES PROJECT PARTNERS

Islands drop-offs, wartime wrecks and abundant fish The Western Province boasts 30+ islands: life, including eels, sharks, turtles, dolphins and • Faisi dugongs. • • Ghizo Island Lagoon • Morovo Lagoon is the world’s longest lagoon • featuring pristine waters and reef. • Kiambe • Kingguru The reefs offer spectacular dive conditions with The Australian Government • Kohinggo untouched coral reefs. Munda, Uepi, and Gizo are The ‘Developing and Promoting Sustainable Nature-based Tourism in the Coral Triangle’ • Kolombangara considered some of the Western Province's best project is supported through funding from the Australian Government’s Coral Triangle Initiative • Liapari dive locations. The region supports some of the Support Program. Australia has been a partner of the Coral Triangle Initiative on Coral Reefs, • Logha highest coral and fish diversity in the world. Fisheries and Food Security (CTI-CFF) since 2007. • Lola Island • Culture • Marovo Lagoon The Western Province of the Solomon Islands • Matikuri offers visitors the opportunity to engage with local • culture and meet the local people, many of whom • are living a traditional way of life. Throughout the • Mbulo Island province there are several village stays available, • Mondomondo as well as local tours where visitors can learn about The World Wide Fund for Nature in the Coral Triangle • traditional life – fishing, cultural ceremony etc WWF has been pioneering conservation in the Coral Triangle for more than two decades, • Nakaza collaborating with partners in the private sector, governmental agencies and civil society. • New Georgia Arts and Crafts By providing technical expertise and funding, and promoting innovative public-private • Nggatokae Beautiful traditional style carvings, baskets and partnerships, WWF is committed to safeguard the health of the region’s natural resources and to • jewellery as well as modern paintings can be secure the millions of livelihoods that depend upon them. • purchased at markets and villages throughout the • Rendova Solomons and viewed at the National Art Gallery in • Honiara. The consultants • Simbo • Stirling Island WWII History • Scattered throughout Solomon Islands are relics • Tetepare and wrecks from WWII, showing the importance of • Uepi Solomon Islands during the war. Solomon Islands • hosted the bloodiest and longest campaign in WWII TRC Tourism - Destination Marketing Store - 2iis Consulting - Hatfield Consultant • Vangunu history with nearly 38,000 soldiers killed between Global leaders in their field and specialists in nature-based tourism planning, management • 1942 and 1945 proving to be a major turning point and marketing and providing high-quality environmental services for private and public sector in the Pacific War. clients throughout the world. Beaches Throughout the Western Province there are sandy Archaeological monuments www.destinationmarketingstore.com.au beaches with pristine waters; most are protected The Solomon Islands are dotted with www.trctourism.com by reefs and offer excellent swimming and archaeological monuments including ancient www.2iis.com.au snorkeling. Absolutely perfect for lazing and ceremonial shrines. For the curious adventurers, www.hatfieldgroup.com beach wanders. there are opportunities to visit and learn about ancient hillforts high on the mountains, Coral Reefs headhunting or skull shrines and other sites of The Solomons boasts some of the best diving in important legends. the world, with soft and hard corals, precipitous

76 77 Destination Plan Solomon Islands Destination Plan Solomon Islands

78 79 Destination Plan Solomon Islands

80