Attitudes
Social license
Adventure tourism often occurs in difficult to reach places
and often affects vulnerable people. Ideally, prior to any
tourism development, the network of potentially affected
stakeholders or communities should give input. This is referred
to as “social license.” Social license is an intangible
priority, but it is critical to the success of the development
of any project.
Social license must be earned and maintained. Social license
has three critical components:
Legitimacy: Legitimacy must be established by demonstrating
that the development project adheres to cultural
and social rules. It typically involves an initial consultation
process, which includes preparation of accurate and accessible
communication to community members and other
stakeholders about planned projects. Mechanisms to receive
community views, suggestions, and concerns need
to be established, and community input should be taken
into account in project design. It can be useful to establish
forums, such as local community advisory committees, to
ensure ongoing community engagement through the life of
a project or program.
Credibility: Credibility must be created by providing accurate
and consistent access to information about the project,
which may involve a signed agreement.
Trust: Trust will be gained between the parties when both
sides feel that they are benefiting from the project and that
the other is maintaining their best interests as much as possible.
Destinations both large and small should strive to obtain
require social license before adventure tourism development
occurs. Social license should also lead to another
intangible characteristic, which is referred to by the World
Travel and Tourism Council1 as an “affinity for tourism”, This
is demonstrated by characteristics such as the society accepting
foreigners’ presence, which is especially critical for
adventure tourism.
Prioritization of the sector
Beyond the social license, policy officials at high levels need
to recognize the potential of the tourism sector and prioritize
it accordingly. Prioritizing tourism requires dedicated institutions
that oversee tourism promotion and development at a
national level. Tourism Boards or Ministries of Tourism may
be coupled with Ministries of Trade, Environment, or Culture,
but it is critical that they have a place at the cabinet table.