The Unsustainability of Community Tourism Donor Projects: Lessons from Zambia - Responsible Tourism: Critical Issues for Conservation and Development - page 313

of grounds, that debate about its merits or demerits, about its costs and benefits, about the
conditions under which it may prove effective and ineffective ' will continue to be
limited in official discourses (Adams and Hulme 1998, p20). Community tourism
entered the practitioners' vocabulary over three decades ago and it is time for less
rhetoric, more reflexive thinking and dynamic actions. Otherwise, there is a grave
danger that development interventions in Zambia and other African countries will
head up a community tourism cul-de-sac.
There is an urgent need for practitioners to respond to the new opportunities
provided by emerging policies with ' robust approaches and proven results ' (Ashley
and Goodwin, 2007, p1). The challenge is to mainstream approaches to tourism
and poverty reduction and this, uncomfortably for some, requires attention to the
market and engagement with commercial tourism businesses to deliver pro-poor
impacts on a significant scale.
Recommendations
The PROFIT study recommended the adoption of a market-oriented pro-poor
tourism approach in Zambia. This requires small, medium and micro-enterprise
development grounded in market opportunity, broader industry understanding as
well as more effective management of expectations based on private sector realities.
It demands a greater focus on appropriate roles for local people in tourism and the
development of business partnerships between communities and companies, such
as the supply of agricultural produce and joint ventures. More effective utilization
of donor funding, monitoring and evaluation, and reporting is also essential.
An emphasis was placed on the need for an improved enabling environment.
This requires more appropriate roles for government as a facilitator rather than as
an actor in the tourism industry, improved platforms for public and private sector
dialogue on industry development, investment incentives for business partner-
ships between communities and tourism companies, and the development of an
appropriate framework to legalize and license community tourism enterprises,
including minimum standards that ensure tourist safety. Better communication
and planning for community tourism is necessary, especially in GMAs, to prevent
land use conflicts between non-consumptive and consumptive tourism and
negative environmental impacts.
A range of actions were identified to upgrade community tourism including
market research, the strengthening of community institutions to ensure accounta-
bility and wider community benefit, the provision of accessible credit facilities and
cost-effective skills development, as well as more concerted marketing and
improved information dissemination, coordination and planning. Cautious
consideration should be given to the formation of a community tourism trade
association but this would have to incorporate business and legal expertise and a
plan for long-term financial sustainability.
Several of the PROFIT recommendations are reflected in the Fifth National
Development Plan 2006-2010 that promotes joint ventures, public-private and