The Ecotourism Hub: A joint cross-border marketing strategy for peripheral islands

Abstract

Notwithstanding their ecotourism potential, small peripheral islands have been closely associated with the enjoyment of sun, sea and sand (3S) as their major tourism product. Fieldwork was conducted in a group of islands/archipelagos collectively known as the Maltese-Sicilian archipelago to identify marketing challenges. Interviews were held with stakeholders to assess their views on the use of a joint cross-border marketing strategy to overcome such challenges. Marketing challenges identified included limited promotion, mostly conducted indirectly, and spearheaded by 3S tourism operators owing to the limited resources of ecotourism operators. Results indicate that several joint marketing and cross- border initiatives are already in place and others are being developed. This approach has the potential to avoid a scenario where small islands are overshadowed by bigger islands and reduces futile competition. By pooling resources, islands will be in a better position to determine their brand, reach more markets and showcase their distinctiveness. Furthermore, products that promote cross-border island hopping increase the competitiveness of small peripheral islands and archipelagos which have experienced habitat fragmentation or islands which are too small to serve as an ecotourism destination on their own.