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Connecting Experiences Connecting Experiences Ideas & Concepts for Cape Verde’s unused tourism potential of sensitive coastal areas Acknowledgements The author would like to give special acknowledgements to Ralf Röchert and Birgit Weerts from WWF Germany for their guidance, support and expertise, throughout the whole process of preparing the trip to Cape Verde, and the process of finalising this paper. Furthermore the author would like to thank Celeste F. Benchimol and Ricardo Monteiro from WWF Cape Verde for establishing important connections and opening doors to Cape Verde’s officials, enabling the author to undertake important interviews to build the base for the present paper. In this regard, a special acknowledgement also goes to all interviewees in Cape Verde and in Switzerland for providing extensive time, for their interest which lead to interesting discussions, and for their patience with the author’s questions and arguments. The findings, interpretations, and conclusions expressed in this paper are entirely those of the author. They do not necessarily represent the views of World Wide Fund for Nature (WWF), its Executive Directors, or the countries they represent and should not be attributed to them. Published by: WWF Germany, Frankfurt am Main, Dezember 2006 Author: Renata Sirucek Contact/Editor: Birgit Weerts, WWF Germany, International WWF Center for Marine Conservation, Magdeburger Str. 17, D-20457 Hamburg Phone: ++49-(0)40 - 530200-139, Fax: ++49-(0)40 - 530200-112 Layout by: Astrid Ernst, Text- und Bildgestaltung, Bremen Printed by: Meiners Druck oHG, Bremen Printed on recycled paper © 2006 WWF Germany, Frankfurt am Main Any reproduction in full or in part of this publication must mention the title and credit the above mentioned publisher as the copyright owner. Cover photo: Santiago, Tarafal © WWF / B. Weerts Table of contents Executive Summary .............................................................................................................................. 4 1. Introduction ...................................................................................................................................... 6 1.1 Background of this paper ....................................................................................................... 6 1.2 Methodology .......................................................................................................................... 8 2. Theoretical Background ................................................................................................................. 10 2.1 International tourism and tourism in Cape Verde ................................................................. 10 2.2 International trends and their implications ........................................................................... 13 2.2.1 The new consumer and implications for market segmentation ................................... 13 2.2.2 Positioning according to market trends ....................................................................... 14 2.2.3 Implications of trends to destination‘s strategic choice ............................................... 18 2.2.4 Implications of market trends for product development .............................................. 19 3. Case Studies ....................................................................................................................................23 3.1 Sal ......................................................................................................................................... 23 3.1.1 Analysis ....................................................................................................................... 23 3.1.2 Tourism concept ........................................................................................................... 25 3.1.3 Murdeira Bay Marine Park’s perspectives ................................................................... 31 3.1.4 Recommendations ........................................................................................................ 34 3.2 Boa Vista .............................................................................................................................. 42 3.2.1 Analysis ........................................................................................................................ 42 3.2.2 Tourism concept ........................................................................................................... 43 3.2.3 Boa Vista’s perspectives .............................................................................................. 52 3.2.3 Recommendations ........................................................................................................ 54 4. Conclusion ..................................................................................................................................... 62 5. Appendices .................................................................................................................................... 67 Annex 1. Overview of interviewees ............................................................................................ 67 Annex 2. Checklist for desirable recreation activities within MPAs ........................................... 71 Annex 3. Indicator blueprint ....................................................................................................... 74 Annex 4. Ansoff’s Growth Strategies Matrix .............................................................................. 84 Annex 5. Framework of strategic alternatives ............................................................................. 84 Annex 6. A diagram of user-resource relationship ...................................................................... 85 Annex 7. Travel and holiday styles - target groups for sustainable tourism ............................... 86 Annex 8. Target groups for sustainable tourism .......................................................................... 86 Annex 9. International tourism streams in 2001 ......................................................................... 89 Annex 10. Coral friendly snorkelling guide ................................................................................ 90 Annex 11. Turtle watching guidelines ......................................................................................... 92 Annex 12. Whale watching code of conduct ............................................................................... 94 Annex 13. Whale watching ......................................................................................................... 97 Bibliography ...................................................................................................................................... 99 List of abbreviations ........................................................................................................................ 107 WWF Germany 3 Executive Summary The present paper is a snap shot of a dynamic process The conclusions drawn from both case studies are that showing how tourists, the tourism industry and local each island needs a distinct tailor-made tourism approach; population on Cape Verde can benefit from nature and that appreciative tourism activities can be introduced conservation. This report is not about figures, but about either at already developed destinations such as Sal or trends and travel motivations of tourists: quantitative at less developed destinations such as Boa Vista using data on tourism may help to understand geographical product development and diversification strategy. The spread of generating tourism market, as well as principle would be to position each island differently and tourism expenses. However, it does not allow for an to engage in competition to enhance service quality; in understanding of a tourist’s motivation for travel. Thus general, a complementary tourism offer within sensitive a qualitative approach is used for market segmentation, coastal areas is to be generated. which proposes value-driven positioning, and facilitates better catering for tourist’s needs. For this reason, it is recommended to introduce more marine protected areas (MPAs) or sanctuaries for selected International trends on tourism and leisure reveal intact marine species in Cape Verde; to form an MPA network; nature as a destination’s main asset, displaying the to use strengths and weaknesses of different sites to ‘greening’ of the tourism market (chapter 2.2). Therefore, complement each other for funding or the dispersion the following positioning was formulated: A value- of visitor streams; to complement the terrestrial natural driven positioning of ecotourism in marine protected park’s network with an MPA network; and to create a areas would be possible, with a diversified portfolio brand image for Cape Verde’s protected areas. along the ecotourism continuum. The two emblematic marine species loggerhead turtles and humpback whales The objective of these recommendations would be to would be highlighted as flagships which could make secure the natural resource as a long term sustainable Cape Verde visible on the market place, and attract tourism development in favour of its population. The international tourists by offering them a wide variety of fundamental idea of such an MPA network would be to different appreciative activities. “pay-per-nature–view”, as with increasing population trends (Gartner/Lime 2000:2) pressure on natural The report analysed two case studies (on the two areas
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