Country : Mexico

Organization: Planeta.com

Year the initiative began: 2003

Project Website: www.planeta.com

Youtube upload:

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Deseo postularme

Geotourism Challenge Addressed by Entrant:

Quality of tourist experience and educational benefit to tourists, Quality of benefit to residents for the destination, Quality of tourism management by destination leadership, Quality of stewardship of the destination

Organization size:

Small (1 to 100 employees)

Indicate sector in which you principally work:
Conservation/Preservation organization

Considering the value chain behind sustainable tourism projects, at which level does your work have considerable impact (please choose all the categories that apply):

• Consumers (travelers)
• Non-tourism service providers (vendors)
• Indigenous community groups

Primary field of activity:

• Living culture
• Culinary or agritourism

Does your innovation focus on these fields (select all that apply):

• Innovation and product development
• Innovative marketing strategies for sustainable tourism and geotourism

What is the goal of your innovation? Please describe in one sentence the kind of impact, change, or reform your approach is intended to achieve.

Oaxaca Market Project connects local market vendors with visitors by providing communication tips and internet training for vendors and helpful resource directories and games for visitors.

Please write an overview of your project. Include how your approach supports or embodies geotourism or destination stewardship. This text will appear when people scroll over the icon for your entry on the map located on the competition homepage.

Oaxaca Market Project connects local market vendors with visitors by providing communication tips and internet training for vendors and helpful resource directories and games for visitors. We host regular Flickrmeets and VideoNights to bring everyone together. Oaxaca's markets are powerful places to connect locals and visitors. That said, many visitors don't know where to go and often have questions about what's for sale. Working with vendors and tourists, I've offered internet workshops for the vendors, showing how to make effective use of email and Web 2.0 - in particular Flickr. Next step will be learning to use mapping tools.

Explain in detail why your approach is innovative.

The approach we've taken in Oaxaca emphasizes the critical importance markets play in building communities and raising awareness of social and environmental concerns. The development of a mini boom in the natural products niche has been richly documented. This approach combines journalistic documentation with event creation, including do-it-yourself tours such as Chocolate Treasure Hunt -- http://www.flickr.com/photos/planeta/sets/72157594183786900 -- and parties such as Cheese and Mezcal Night -- http://www.flickr.com/photos/planeta/3201247816. We've also supported market anniversaries -- http://www.flickr.com/photos/planeta/270403532 -- and community events.

What is the origin of your innovation? Tell the Changemakers and media communities what prompted you to start this initiative.

I am a foreigner living in Oaxaca, Mexico - an economically poor and culturally rich region in which traditional markets are under fire - and I am able to eavesdrop, listen to what vendors and visitors are saying. The markets are a tourism 'must see' but they also baffle visitors who then race outside without making any purchases. Working with vendors and visitors, I've taken an inclusive approach in documenting the rich cultural and environmental stories in the markets.

Please provide a personal bio. Note this may be used in Changemakers' marketing material.

Ron Mader is the founder of the award-winning Planeta.com and an editor with the U.S.-based Transitions Abroad. This past year Ron collaborated with the UN Secretariat of the Convention on Biological Diversity in launching the Indigenous Tourism and Biodiversity Website Award. Ron's work catalyzes action toward environmental conservation, responsible travel and peacemaking. His presentations show practical applications of Web 2.0.

Describe some unique tourist experiences that your approach provides. Be specific; give illustrative examples.

Once a year Planeta.com hosts a Rural Tourism Fair -- http://www.flickr.com/photos/planeta/sets/72057594055645680 -- which occurs in various locations, including markets. Sending visitors on the Chocolate Treasure Hunt - http://www.flickr.com/photos/planeta/sets/72157594183786900 - or inviting market vendors to participate in Cheese Night -- http://www.flickr.com/photos/planeta/320124781 -- we are able to co-create unique events at a grassroots level, nothing too fancy but a lot of fun!

What types of partnerships or professional development would be most beneficial in spreading your innovation?

What I would seek would be the opportunity to deepen the work here in Oaxaca by seeking sponsorship of communication training program - vendors cannot afford any more than a token sum - and the ability to work with existing tours in the creation of market-specific events and attractions. Given interest, I'd also like to partner so that lessons learned in Oaxaca can be shared with other communities with traditional markets.

Describe the degree of success you have had to date. How do you measure, both quantitatively and qualitatively, the impact on sustainability or enhancement of local culture, environment, heritage, or aesthetics? How has it transformed or contributed to the power of place or demonstrated the sustainability of tourism? How does your approach minimize negative impacts?

With the advent of digital cameras, in 2003 I began documenting the markets and began to print out copies for the vendors. Joining Flickr in 2005, I began publishing the photos online and again gave print outs to the vendors. The response was positive, particularly since now the friends and relatives could see these photos. Comments -- http://planeta.wikispaces.com/comments -- were added and the photo galleries became a defacto - albeit slow - chat room

I've measured the stats qualitatively via the number of views, favorites and comments registered on the photo galleries. Qualitatively, I've measured the success of the photos by the gratitude of the vendors. Were they pleased with the particular shot? Did I get their name right? Toward the minimization of negative impacts I have had a strict policy of only taking photos with permission. For those willing to have their photo taken, I've been able to use the digital camera to show them the shot. If they wanted a retake, easily done!

In what ways are local residents actively involved in your work, including participation and community input? How has the community responded to or benefited from your approach?

Locals are active participants, as the subjects and catalysts in the photo galleries and also in many cases learning how to publish their own photos online. The community response has been incredibly positive. Twice I have been asked to give slideshows at the markets themselves. We've also scheduled various VideoNights and Flickrmeets which have also brought the community participants together.

How does your program promote traveler enthusiasm, satisfaction, and engagement with the locale?

The program is directly accessible to visitors via the Oaxaca Positive Footprints flyer -- http://www.flickr.com/photos/planeta/3548191251 -- and as part of the larger Flickr community in which travelers are asked to take photos with permission and upload them to relevant groups.

Describe how your work helps travelers and local residents better understand the value of the area's cultural and natural heritage, and educates them on local environmental issues.

Oaxacan foods and products have great stories behind them. Online we're seeing a number of dialogues in which visitors ask great questions and get answers. One example is the Zapotec dish dahu zehe -- http://www.flickr.com/photos/planeta/3524560931/in/set-72157603586520503

Another is the video about Caldo de Piedra, a traditional Chinanteco dish
http://www.youtube.com/watch?v=1usn_Eu015E

How is your initiative currently financed? If available, provide information on your finances and organization that could help others. Please list: Annual budget, annual revenue generated, size of part-time, full-time and volunteer staff.

There's no budget for this program. I pay for materials ($100/year) out of my own pocket. Time I donate.

Is your initiative financially and organizationally sustainable? If not, what is required to make it so? Is there a potential demand for your innovation?

As is the project is not financially sustainable. If I leave Oaxaca, the event creation and internet workshops cease.

What are the main barriers you encounter in managing, implementing, or replicating your innovation? What barriers keep your program from having greater impact?

I have not tried to replicate this program.

What is your plan to expand or further develop your approach? Please indicate where/how you would like to grow or enhance your innovation, or have others do so.

What I would seek would be the opportunity to deepen the work here in Oaxaca by seeking sponsorship of the internet training program - vendors cannot afford any more than a token sum - and the ability to work with in the creation of market-specific events. Given interest, I'd also like to partner so that lessons learned in Oaxaca can be shared with other communities with traditional markets.

Contact Information
Title (e.g. Mr. Ms. Ron Mader
Your Job Title
Planeta.com
Alcala 902-Bis
editor@planeta.com