Andaman Discoveries, Thailand recently won the prestigious responsible tourism under the category “Best for conservation of cultural heritage” at the World Travel Market in London. Founder and Managing Director Kelly May in conversation with TBY team shares how she started Andaman discoveries and how they work with communities in Southern Thailand.

TBY: From publishing industry to Responsible Tourism, how did you end up working in Southern Thailand?

Kelly May: I was self-confessed Bangkok party animal, exploiting the benefits of working in publishing and a well-known face on the social circuit. Luckily, deadlines had kept me in Bangkok on that fateful day when the tsunami struck. As the gravity of the situation became known, I knew I could not sit back and do nothing. Donating money was not enough, I jumped on a plane and headed South, knowing there must be some way I could contribute, even if it was just translating for survivors.

I became an unofficial coordinator, assisting in all areas, doing anything that was necessary, even helping doctors collect DNA samples from the dead victims. The work was addictive, there was so much to do but after 10 days, I had to return to Bangkok and the office. Working as an account executive from Monday to Friday, I returned to the South each weekend to volunteer.

My increased workload acted as a distraction, but did not deal with a constant yearning to return to the South to assist the Thais I had met and helped straight after the tsunami, so after a year of juggling between jobs, I made the decision resign and become a volunteer.

A close friend, Bodhi Garrett, founded the North Andaman Tsunami Relief, a grass roots development agency working closely with villagers in the area of economic recovery and he offered me a position within the organization, marketing and promotion. As I joined the organization, the community-based tourism development manager was coming to the end of her placement, and I was asked to take over. It was a daunting task, but I felt up to the challenge.

TBY: How did Andaman Discoveries begin?

Kelly May: The community-based tourism project was in its early stages in August 2006, several villages had expressed an interest in exploring the potential of tourism as a means of economic reconstruction after the tsunami, some had been involved in a three-day workshop to establish a CBT committee and work on programs and activities for visitors.

It was from this that Andaman Discoveries emerged, the North Andaman Tsunami Relief’s long-term vehicle for sustainable development projects that grew out of tsunami relief.   
Working closely with the villagers on projects that focused on vocational training, empowerment and the creation of realistic long-term economic opportunities, NATR built a CBT program from the roots up, utilizing local knowledge with local people.          Kelly May (1st from left)

There was a whole lot of groundwork that needs to be covered even before real tourists are sent into village. We ran a seven-month vocational training program with 26 adults from six communities, coving aspects of tourism, guiding, hospitality, small business management, community development, English and computers. These graduates have returned to their villagers to become the leaders of community-led development and tourism.

TBY: How do you prepare a first time traveller or a volunteer to the dynamics of local culture and ground realities?

Kelly May: Cultural issues and Code of Conduct are discussed with each guest and volunteer at the pre-trip briefing before they even go into village. This information provided was inspired by my own ignorance as a clueless foreigner when I first arrived in Thailand in 2001, unwittingly breaking every cultural rule because I had not taken the time to learn about the country that I was coming to live and work in. In fact, my first year in Bangkok was terrible. The volunteer company provided no information or support and I arrived in a foreign country, completely alone, in a school that had no previous experience of dealing with a young foreigner in a new country. Andaman Discoveries’ personalized service and extensive support materials are provided because I would hate any one to go through what I did when I arrived in Thailand.

TBY: How would you quantify the benefits of tourism to the communities you work with?

Kelly May: Tours into village are providing economic opportunities for women and allowing them to stay in village with their families. Homestays and handicraft cooperatives mean they can stay at home and are not forced to go to the larger towns to work in shrimp or cashew nut factories in poor conditions for low wages. By employing fishermen as guides, pressure is taken off the natural resources allowing fish, crab and squid populations to recover. We limit the number of visitors in village at any one time to avoid the negative impacts usually associated with tourism. 

Eighty per cent of each trip goes straight back into the community and includes a donation to a community fund which is used to sponsor adult education, a community centre, environmental education, and daily aerobics, in order that the whole village benefits from tours into village, not only those directly involved in the homestay or guiding.

By having visitors into village, with a genuine interest in traditional culture and the local way of life, villagers are realizing the value of what they have, and that they can still develop without having to discard their culture completely. Trips are allowing villagers, especially the young to rediscover their cultural roots whether it is in the form of traditional songs, clothes (switching back to sarongs), cooking methods (making coconut milk not buying it in cartons) or ceremonies.

TBY: You mentioned that "you limit the number of visitors in village at any one time to avoid the negative impacts usually associated with tourism."  What negative social-cultural impacts can tourism have, and how do you manage such impacts?

Kelly May: After initial discussions and workshops in 2005, some villagers’ main concern was about the negative impacts of tourism, as demonstrated in Phuket by tourists’ inappropriate clothing and behavior. CT was selected as a means to minimize these risks, as CT guests come to learn about culture and traditional livelihoods.

To minimize this risk CT groups compiled a detailed ‘Code of Conduct.’ AD sends this Code of Conduct, along with Visitor’s Guide on confirmation of the trip. Code of Conduct and other cultural issues are highlighted and discussed in a pre-trip briefing before the guest goes into village.  

AD guests understand that the Code of Conduct has to be respected while in village.
Villagers may have a perception of what International guests expect while in village, ie. Western style toilets, International-style food. By working closely with the villagers, AD demonstrates that guests come to see the village as it is and do not expect home comforts or living standards.

Excessive number of guests in village or staying at homestay facilities may impact way of life and put unnecessary strain on the villagers. AD limits the number of guests per trip to avoid this.

Religious and cultural ceremonies may be disrupted if guests are visiting during that time. AD asks permission before each trip to ensure that it is convenient to host guests during that time. If permission is granted, the guest is invited to join, if not convenient, an alternative program is offered to the guest. Religious holidays are respected by AD and we do not force guests on villagers.

TBY : Can you tell us more about "Sense of Place” project?

Kelly May: Community-based tourism requires more than workshops, homestays and guides. It's about creating a sense of place, identifying what the villagers see as important, and using this information to develop tourist activities. One of our projects was "Sense of Place," a book, written by 30 villagers from six communities that was a result of a series of workshops. "Sense of Place" allowed villagers to explore, acknowledge and value their cultural identities and surrounding environment.

TBY: AD depends on funding agencies to take this initiative forward, but once the policy of the funding agencies or the Government changes, or when funding stops, how will the project sustain itself?

Kelly May :The community members in the villages are creating their own markets with domestic tourists and building networks with local tour operators who will eventually be leading this project once external funding ceases. Ultimately it should be managed and owned by the community.

Our exit strategy has been devised as follows:

• For the International market, tour services and materials will be transferred to a trustworthy, community-minded local tour operator to assist the villagers continue their Community Tourism.

• All CT support materials are in both Thai and English and can be used after the project is completed. AD is currently working on a Thai language site for the Thai market.   

• Several villagers have been trained in proposal writing and have previously approached other organizations for additional funding and assistance.

• As mentioned above, AD will develop disaster management study trips that can be provided by community members directly to paying customers.

• After the project the CT villages will be in a position to do their own marketing.  They will have the necessary promotional materials, contacts and motivation to identify their own markets. The trained Marketing Manager will have the necessary skill set to locate and secure contracts with tour operators in the region and the group will be able to organize themselves to make the trips possible and successful.

There is the potential for collaborative marketing trips and participation in tourism events with other CT villages to minimize transport and exhibitor costs, as done in the past.

What is your next priority on the journey to responsibility to local people and the environment?

Kelly May: Andaman Discoveries started by developing the possibilities of community-based tourism FOR community members.  Then we progressed to empowerment, education, and training WITH community members.  Our final phase, the majority of projects are designed and implemented BY the community members.  The leadership for our projects is being transferred to the village level.  In this way, the momentum built by our programs will continue under local guidance. Locals are now taking more responsibility for each of the trips and understanding the need to meet expectations (within limits) of the guests, which is essential for the success of each trip and their future participation in responsible tourism.   

Each volunteer project has to be followed up with a sustainability plan. We are now working on marketing training with key motivated individuals so they can reach a suitable domestic market and not depend on Andaman Discoveries for guests and volunteers.

TBY: There is certainly a rise in demand for Responsible Holidays in originating market like the UK. Seeing this as an opportunity, many travel companies have started promoting Responsible Tourism showcasing the benefits these holidays are bringing to locals and the environment. As someone working in the destinations with local people, what is your opinion on this? 

Kelly May: The blurb on responsible tourism websites are not often the reality, but “it’s what the customer wants” and I fear “responsible tourism” is in the danger of becoming a meaningless marketing tool with no real substance. 

TBY: Where do you see AD in the next 5 years?

Kelly May: Being managed by local and sincere operator.

TBY: Thank you!

For more details: www.andamandiscoveries.com