The Multisectoral Tourism Development Plan requires action from an enormous range of individuals and organisations. The activity plans are highly detailed, activities laid out in detail to the point of individual actions. This level of complexity means that the plan will be difficult to monitor and evaluate. However, mechanisms will be created to make this more straightforward and increase the accountability of implementing officers to both the government and the public.
Monitoring and evaluation of the Multisectoral Tourism Development Programme will employ and strengthen the existing systems used to monitor and evaluate sector performance. The MTDP M&E framework has been designed to harmonise and aggregate M&E data from programmes and project implemented under MTDP. The Delivery Unit will track performance of all MTDP activities; and feed the aggregated results into the higher-level MKUZA II M&E systems. Additional resources will be provided to the Zanzibar Planning Commission M&E team to enable it to handle this extra workload.
As such, the Delivery Unit will harmonise and aggregate M&E data. This will enable MTDP to maintain its focus and direction, and provide information for addressing constraints and problems which may arise at the operational level within the various programmes and projects, whether they are under the MTDP umbrella or not.
Figure 6.2: Reporting Mechanism
6.3 Use of information from Monitoring and Evaluation
The information generated from MTDP M&E will be used to consolidate and guide MTDP interventions. Government, and other stakeholders, but public and private will work together to:
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Regularly review MTDP to take into account new challenges and opportunities in the sector. Such reviews will observe issues on outputs, expenditure, major achievements and constraints.
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Enhance accountability and commitment amongst the players.
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Review and update the existing M&E mechanisms to accommodate MTDP requirements.
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Involve the private sector, non-state actors and communities in M&E of MTDP.
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Give training to those filling out M&E templates.
Chapter 7: Communication Strategies
7.1 Introduction
Tourism development can be a powerful tool for economic growth, poverty reduction, and for the conservation of natural and cultural resources. While tourism represents an important development opportunity for many countries and communities, it can also have negative impacts, such as disrupting social structures, harming the socio-cultural authenticity of host communities, and threatening natural and cultural heritage.
There are vast numbers of stakeholders, with different and at times opposing interests and agendas. The multiple stakeholders at both national and local levels must be able to access the information they need to understand their long-term interests, articulate their opinions, identify proposals, and network effectively with one another. Tourism development choices must balance between national and local needs, public and private sector, host communities, civil society, tourists, and mass media.
Communication has a huge role in supporting sustainable tourism development and managing its multiple dimensions. Communication can create and facilitate a system that allows stakeholders to exchange opinions and arrive at consensual solutions. Effective use of communication tools can also link products to markets, and can contribute to visitors’ safe and positive experiences.
A comprehensive communication strategy, which should identify how information, awareness creation, advocacy, network building, conflict mitigation, and communication platforms will be supported, is essential for any successful sustainable tourism development activity.
7.2 The Assignment
The objective of the communication strategy to effectively disseminate the findings and analysis of the Multi-sectoral Tourism Development Programme (MTDP) for the Zanzibar Development Vision 2020, including but not limited to the following:
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Awareness rising of MTDP
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Maintenance of the MTDP’s objectives
Additionally, the communication strategy should focus on:
(a) Deploying the optimal communication strategies to achieve the dissemination objectives and ensure relevant MTDP findings reach the targeted audiences.
(b) Messages to be professionally designed for and appealing to their respective audiences.
This will be done through a four-phase dissemination process:
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Immediate phase: Syndication with the ministers and the general public (open day) following the official launch of Results for Prosperity on 22 February 2014
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Intermediate phase: dissemination at the executive level with Cabinet Secretariat (IMTC), Cabinet and House of Representatives
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Long-term phase: dissemination for three years after the launch
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Continuing dissemination.
7.3 Tasks To Be Performed
The communications unit under Ministry of Information, Culture, Tourism and Sports (MICTS) will take the lead putting in place dissemination arrangements between respective ministries/institutions and R4P Delivery Unit. The aim of these arrangements will be to streamline MTDP dissemination efforts utilising group approaches, mass and social media, TV and radio stations, as well as outdoor adverts. In addition, the communications unit must create knowledge and understanding as well as maintaining the objective of the MTDP across all stakeholder levels.
7.3.1 Media And Content To Be Used In The Communication Strategies -
Branding materials: the creation of MTDP identity; branding kit for outdoor and online (banners, stickers, flyers, leaflets, online platform)
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Design website and content of the MTDP
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Design of MTDP dissemination tools and instruments on social media platforms such as Google+, Facebook, Twitter, YouTube, professional networks and others
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Design of MTDP TV and radio production series or one-off media events using MTDP resources (through interviews/special programs/documentaries, press release, featured articles)
7.3.2 Communication Approaches
1. Decision Makers at national level:
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Seminars – to be conducted for Ministers to ensure their buy-in
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Workshops – an approach to be utilised to involve the executive level of the decision makers such as Principle Secretaries, Deputy Principal Secretaries, Commissioners and Directors.
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Briefings – to be introduced as a form of advocacy in policies, legal/institutional framework.
2. Sectors/Institutions:
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Forums – to ensure all relevant stakeholders are involved in decision-making, including investors, business owners, students, hoteliers, tour guides, NGOs, specific sectors etc.
3. Sub-National Institutions/Authorities:
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Workshops - Municipal councils and District councils to ensure ownership and early buy-in
4.Grassroots Level:
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Mass media – utilising various media channels to raise awareness
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Folk groups – communicating to the local government to reach the grassroots levels
Chapter 8: Risk and sustainability measures
This chapter identifies the primary risks to the Multisectoral Tourism Development Programme and suggests ways to increase the sustainability and resilience of the programme. It considers risks associated with the environment, climate change, financing, life of the projects after initial inception, human capacity and ownership.
Figure 8.1 Possible Risks in Tourism Projects
Risk
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Potential Impact
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Mitigation/Adaptation
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Environmental Risk
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Pollution
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Following of environmental procedures
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Monitoring of environmental risks
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Establish risk management plans
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Climate change risk
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Increasing concentration of CO2 in atmosphere with subsequent impacts to climate and weather patterns
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Improvement of air transport management systems and processes
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Climate Change Policy Framework
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Strengthening of institutional and legal frameworks
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Monitoring, mitigation and adaption packages
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Financial risk
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Discontinuity of funding
Government experiencing financial problems
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Secure required funding before the programme starts
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Life span
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Unforeseen problems during project execution
Getting competent management and enough funding
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Make available all inputs and critical success factors
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Recruit managers and other staff based on skills and experience
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Security risk
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Unpredictability and volatility in the political environment
Political instability-terrorism, riots, coups, civil war, insurrection etc.
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Measures within the MTDP to improve security conditions
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Public communications strategy
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Ownership risk
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Sharing of the jurisdiction of the project
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Human capacity risk
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Lack of competent work force with skills and knowhow
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Make training needs assessment of tourist sector
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Establishment of new programmes to cater for the industry
| 8.1 Environment
Tourism by its very nature depends on natural resources as both an attraction and as an enabling environment. As such it can affect tourism businesses directly and indirectly.
Environment risks are a part of many tourism and related projects, particularly construction, as materials and chemicals that are used during the construction and operation periods can pollute the surrounding area. This can lead to fines for company that is involved in the construction, which can be incredibly expensive and at times cause the entire project to shut down. Properly following environmental procedures will help protect the project from these risks. They can also be prevented with good management. A thorough environmental impact assessment can avoid most problems. Careful selection of the contractor with necessary certification and experience can do the same.
8.2 Climate Change
The current increase of the global temperatures triggers most of the impacts of the climate change to the tourism industry. Just a 2°C temperature rise would have far-reaching consequences impact for the industry such as:
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Rise of sea levels - Low-lying islands will be submerged and tourism development in these and coastal areas is under threat.
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Seawater intrusion - the rise of sea levels in turn causes intrusion, making water along the coast very saline and unsuitable for domestic consumption. The Zanzibar First President’s Office has already identified more than 76 areas experiencing this problem.
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Desertification and the scarcity of water – this makes regions less hospitable for both local communities and tourists.
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Deforestation and the deterioration of biodiversity – affecting both the ecosystem and directly reducing the global carbon sink, while also discouraging demand for such destinations.
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Bleaching of the coral reef: Coral reefs are major attractions in Zanzibar, not only attracting ‘sea lovers’ but also importantly being home to many creatures. However, the increasing of temperatures and seawater pollution destroys the coral.
It is therefore of utmost importance that tourism programmes adopt adaption and mitigation measure as much as possible and in particular address the following areas:
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Put in place a Climate Change Policy Framework
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Abiding the international procedures and standards and industrial initiatives
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Reviewing of the transport taxes and charges
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Strengthening of an institutional and legal frameworks
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Publishing and disseminating educational material to the general public who are most vulnerable.
Financial risk
Tourism projects and programmes usually take an extended amount of time to complete so there is always risk of the economy going down and funding for the project falling through before it is completed. Unnecessary expenditures and overages should also be avoided over the course of the project, in case no more money can be given to complete it.
8.4 Life span period
In the ordinary situation life span period of the project or programme involves a logical arrangement of activities to accomplish the project’s goals or objectives in a certain period which in consideration of the scope or complexity goes through a series of stages, namely initial, planning, execution and monitoring. The initial stage outlines and makes available the inputs and critical success factors, followed by a planning stage, breaking down the project into smaller parts whereas the third stage the project plan is actually executed, and lastly it comes to its conclusion.
At the initial and execution stages projects may find a safe haven by having the financial backing of donors but problems may rise when this financial source is exhausted. It is therefore of extreme importance to ensure that all the projects and programmes exist beyond the initial financial backing.
One thing that can help the projects and programmes survive is the careful appointment of its office bearers. It should also include a risk analysis and a definition of criteria for the successful completion of each deliverable. Frequent reporting to stakeholders may also help the efficiency and accountability of the programme. As the executing stage proceeds the programme must be well monitored and evaluated so that adjustments can be made.
8.5 Human capacity risk
The tourism industry needs skilled human resources to attain its goal of high quality and spending tourism. Currently this type of human resource is not in place and urgent measures are to be taken for the objective to be realised. Training opportunities are limited in terms of number, levels and diversity of the programmes. Unless this resolved the industry is at risk as people from outside to grasp an employment opportunity.
Local residents have already shown some grievances arguing that they are employed in cheap and lower cadres and not in the managerial positions.
Some may consider the security risk of the host country as one of the most important risks. The concern is due to the belief that unpredictability and volatility in the security environment of the host increases the perceived risk and uncertainty experienced of the programme. In turn, this disinclines external investors from entering with heavy resource commitments.
These risks or constraints fall into three main categories namely "transfer risk", concerning risk to capital payments; "operational risk", with threats over local source or content; and "ownership control risk", highlighting possibilities of expropriation or confiscation. Others are the political instability-terrorism, riots, coups, civil war, and insurrection. The last group mainly affect the safety and security of the tourists and their properties as the tourists are very sensitive to them. If security problems worsen, despite the projects aimed at improving the situation within the MTDP, tourists will be put off coming to Zanzibar and targets will not be met.
8.7 Ownership Risk
The Zanzibar Government has a number of project ownership options for its choice where each one has its own advantages and disadvantages from the traditional state ownership (public) common ownership to the collective ownership.
Where state ownership (public) assets are owned by the state or certain state agency and has jurisdiction over its use, in common ownership assets and property are held in common by all members of society. In collective ownership however, assets and property belong to a collective body of people who control their use, collect and control their operation.
As all projects are intended to create a conducive tourism environment and not business for its excellence the Government may adopt ownership by its agency be it the ministerial, departmental or community levels.
8.8 Sustainability
Sustainable tourism is a form of tourism that involves being conscious of the potential economic, environmental, and cultural impacts of tourism. It is now the mostly widely accepted form of tourism because of its attention to address the livelihoods of the community, including their culture, environment and sharing of the benefits.
In responding to these demands, tour operators now carbon offset to compensate for the energy used in travel, for example. These companies also invest in the local economy, and encourage their patrons to do the same, promoting visits to local businesses, native craftspeople and so forth, to ensure that more funds reach the local community. They organise briefings before trips to address such issues as religious beliefs, cultural traditions, and other issues that tourists may encounter with aim allowing people to witness and participate in traditional cultures without altering them.
It also involves an active contribution to the community. Tourists might volunteer with local organisations and help provide health care, housing, and other services to needy people in the community. Others might participate in environmental cleanups or donate to nonprofits and charities that serve the area.
Further, it is supporting the integrity of local cultures by favouring businesses which conserve cultural heritage and traditional values, supporting local economies by purchasing local goods and participating with small, local businesses, contributing to intercultural understanding and tolerance.
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