FTT Project Management
From time to time, FTT manages and implements projects aimed at making tourism more sustainable on behalf of local and international donors. below is a summary ofcurrent projects. For a list of past projects, please click here.
Increase access to markets for small and medium-sized FTT-certified businesses through consumer segmentation.
Funded by: Belgian Development Agency (Trade for Development Centre – BTC)
FTT is currently conducting a consumer segmentation project in Germany, the Netherlands, Switzerland and Sweden to identify clear targets for Fair Trade Tourism marketing and promotions.
The segmentation is done using the following data:
- South African Tourism consumer segmentation
- Fairtrade consumer data
- Data on (expressed) consumer interest in responsible tourism
- General data on ethical/sustainable consumerism
The project will facilitate market access for FTT-certified businesses by identifying clear target segments in Germany, the Netherlands, Switzerland and Sweden.
In particular, profiles of consumers who: 1) buy Fairtrade products; 2) have an interest in responsible tourism; and 3) are likely to travel to South Africa will be identified and strategies for communicating with them will be developed.
A minimum of 30 FTT-certified small and medium-sized businesses will be assisted to adapt their products, as well as marketing activities to cater to the needs and expectations of these target segments.
This will be achieved through sharing key insights, and working together with South African and international trade partners (tour operators) to develop clear strategies for product development, marketing and market access.
Beneficiaries will also be matched to tour operator partners, in order to further assist product development and market access. Beneficiaries will be identified through a combination of expression of interest and evaluation of relative need for the intervention.