There is a Mexican song and an expression that says: “No soy monedita de oro, para caerles bien a todos” (“I’m not a gold medal wanted by everybody”) that basically is used when somebody realizes how hard it is to meet different expectations with a simple alternative, so there is a need for trade off. That is what happens with ecotourism entrepreneurs living in protected areas.

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So in thinking about their role to promote conservation, job generation, and quality of services, it is common that people become overwhelmed and then start to ask what really matters in ecotourism. Local people, money, or natural habitats? Visitors satisfaction, employee satisfaction, or profits? Meet and enforce park regulations or new and catchy ecotours?  The answers to these questions finally lead to the models of ecotourism business that are developed by the people. I wonder how hard it is for local people  - on one side – to address some of those critical questions and on another side to show the way that those concerns are linked.

In the last couple of months I was interviewing visitors, guides, employees, park managers, tour operators, asking just one question: What could Community Tours Sian Ka’an [at Mexico’s Sian Ka’an Biosphere Reserve] do for you? Using their answers, the challenge was to articulate a business strategy that shows how to address all those expectations. The trick is to explain the relationship between expectations that apparently are separate, but in reality are intrinsic to the business. For instance, last week we met with representatives of one tour operator, and when they ask to reduce the price, the answer from CTSK was: that is not possible because the best way to provide your tourist an extraordinary experience in Sian Ka’an is to make sure they have professional local guides, have delicious meals, have to be covered by insurance, and so and so. After a while we agreed that CTSK is meeting the need of the tour operator with a comprehensive approach.

Similarly some days ago, the staff of CTSK was concerned about issues like social security and increase of salary, and again, a business strategic map helped to clarify how better staff helped to realize the profit goal of the business, but at the same time to articulate why conservation benefits are part of the duties of the CTSK staff. After some clarifications, it was agreed that the mutual interest is to keep experienced staff and at the same time increase revenues and conservation activities.

This strategy map is an ongoing tool and I’m pretty sure it will change over time. These talks have inspired CTSK to build a network of clients, partners, and staff that share a vision and some common goals. In this way CTSK is becoming a key player in the conservation role for Sian Ka’an. Hopefully with this role, CTSK could use another Mexican song (used in the soccer World Cup): “Si se puede! Si se puede!” Or “we can do it! We can do it!” (Fernando Garcia is Rare’s manager, ecotourism promoter, based in Mexico.)
 

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