Topic Progress..
Overview of Topic 7.1 Understanding the ForestWell Target Market and Community helps ForestWell businesses understand their target market and community better. It highlights how businesses, participants, tourists and communities have an important the role as stewards of forests, and how they can get involved in sustainable practices and forest conservation such as tree planting and habitat preservation. Understanding the target market first is key for ForestWell experiences who are essentially environmentally conscious travelers seeking immersive nature-based activities that promote wellness and sustainability.
Forest-based well-being experiences adopt a holistic approach to the needs of their target visitors which means health orientated and recognising the interconnectedness of the physical, mental, emotional, and social aspects of well-being in nature and forests.
ForestWell Businesses and Participants are Stewards of the Forests.
These businesses are uniquely positioned to promote or diversify unique experiences that promote tourism, health and well-being but also how to preserve and enhance our forests. They ensure they have the proper knowledge and conscious management to ensure they don’t negatively impact the forests and the communities that rely on them. Sustainable ForestWell businesses have a crucial role to play in forest stewardship managing, preserving and enhancing natural forest resources and biodiversity which is essential for the continued benefit to all. ForestWell businesses are advocates for environmental and forest conservation by not only raising awareness about the importance of forest conservation and sustainable practices but promoting and actively engaging in environmental forest stewardship. For example they actively engage in initiatives to enhance biodiversity, protect wildlife habitats, protect water and air and restore degraded areas.
Forests are the most biologically-diverse ecosystems on land, home to more than 80% of the terrestrial species of animals, plants and insects. They also provide shelter, jobs and security for forest-dependent communities. (Source SDGs Sustainable Development Goals)
‘Sustainable forest management and their use of resources are key to combating climate change, and to contributing to the prosperity and well being of current and future generations. Forests also play a crucial role in poverty alleviation and in the achievement of the Sustainable Development Goals (SDGs). Forests provide priceless ecological, economic, social and health benefits’. (Source Forests are a Lifeline for People and Planet)
Tree Planting: We have planted 9,000 native broadleaf trees on the land at Lough Mardal. The idea was partly to enhance biodiversity, create a new wildlife habitat and nature corridors across 2 separate plantations. In approx 10-15 years time we will have our own supply of sustainable firewood. (Learn More)
ForestWell’s key target markets include environmentally conscious travelers seeking immersive and authentic experiences that connect them with nature. They want to escape their busy lives and materialistic possessions to engage in simple nature based forest activities such as; yoga, meditation, hiking, forest bathing, nature walks, sustainable living, organic and healthy eating and eco-friendly practices. Stanford University Longevity deparmenet reported that ‘During the pandemic, forest bathing grew in popularity as people searched for ways to calm their nervous system and connect outdoors while social distancing. But forest bathing is proving to be more than a lifestyle trend. Research is attributing this practice to numerous health benefits.(Source Stanford University on Longevity)
ForestWell experiences offer a unique blend of wellness benefits (physical, mental, emotional), wellbeing experiences, tourism and accommodation offerings in natural forests environments. More and more people are engaging in activities like forest bathing, nature walks, and outdoor meditation to leverage the therapeutic effects of nature, such as stress reduction, improved mood, and enhanced cognitive function. These experiences not only promote their holistic health and wellbeing but enable a deeper connection with nature, awareness of sustainable practices and environmental stewardship.
Focused on Being Healthier and Happier
As the American Psychiatry Association points out, being in nature makes us healthier and happier ‘‘Being active outdoors in nature and in forests makes us calmer, healthier and happier. Nature and forests have a soothing effect, circulation is stimulated, and the mind cleared’. (Source American Psychiatry Association) and according to the NIH forest bathing helps us slow down and rebalance “Forest bathing allows participants to slow down, relax, and experience the healing power of nature. It promotes mental clarity and emotional balance by engaging all the senses in a natural environment.” (Source: Shinrin-yoku National Institute of Health (NIH)
Committed to Protecting the Environment
They are a result of the exponential growing interest in forest and nature-based tourism, these travellers seek peaceful, clean retreats from daily life stresses. They are typically active, love nature and the tourdoors, with a strong commitment to addressing climate change.They prioritise experiences that are sustainable and environmentally responsible, focusing on health-conscious food and activities that promote wellbeing.They are culture and heritage seekers, wellness enthusiasts, and are particularly interested in restorative and eco-friendly experiences that benefit the environment and communities in which the forests reside in. They seek balanced positive experiences that provide a deep connection with nature and offer mindfulness practices.
They are more environmentally aware ‘In 2021, the IBM Institute for Business Value (IBV) found that 93% of global respondents said the pandemic had influenced their views on sustainability. And more recently, environmental issues have become even more important. There has been a 71% rise in online searches for sustainable goods globally, over the past five years’. According to McKinsey they are also more planet conscious in their choices ‘People are becoming more conscious of how their choices impact the planet and are actively seeking eco-friendly alternatives. This shift in consumer behavior is driven by various factors, including greater access to information, the influence of social media, and the realisation that individual actions can make a difference’. According to a 2020 McKinsey consumer sentiment survey they are also willing to pay more for products and services that support the environment ‘more than 60 percent of respondents said they’d pay more for a product with sustainable packaging. This is spanning across all generations ‘Consumers across all generations—from Baby Boomers to Gen Z—are now willing to spend more for sustainable products’.(Source Execs in the Know)
Read More: Millennials’ and Gen Z’s growing demand for eco-friendly and sustainable tourism, key driver for glamping market 2023. They are looking for unique personalised experiences such as forest experiences, they seek wellness and mindfulness, are health conscious and like to adopt eco friendly practices and support local communities.
The FORESTWELL Projects aims are to implement the innovative and stimulating learning environment in VET and creation of an upskilling pathway for entrepreneurs in wellness and tourism.
Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the National Agency. Neither the European Union nor National Agency can be held responsible for them.