Ten Seeds for Tourism Development

by Graham Harper

North by North East recently facilitated a needs-analysis process with the villagers of the Seuang River Community-based Tourism site using The Ten Seed Technique.

North by North East operates in very poor countries (Cambodia, Laos, Southern China and Vietnam). We are fighting this poverty by providing tourists a meaningful way to help. This is part of a growing and increasingly important segment of the travel industry - Sustainable Tourism for the Elimination of Poverty - STEP.

60% of villagers live in poverty - 40% in absolute poverty

The challenge for our company is effectively engaging tourists participation while simultaneously increasing a community's capacity to help themselves and decreasing their vulnerability to outside threats. We never want to be guilty of making a community dependent on tourists' largess.

"It is better to give a fishing rod and teach how to fish, than give a free meal."
Voluntourists Without Borders

"The poor do not need a hand-out - they need a hand-up"
Habitat for Humanity

"Do not ask them to do what they cannot - do not do what they can"
Dr. Ravi Jayakaran

Currently we are working with 12 communities in the Seuang River Valley of Luang Prabang Province, Lao PDR. Here we are providing marketing expertise and development assistance to the villagers' efforts to create community-based tourism products.

Our recent needs-analysis process gathered information on problems facing communities and the resulting capacities and vulnerabilities of the villagers. The process utilized a simple, yet powerful, Participatory Learning Action (PLA) tool developed by Dr. Ravi Jayakaran - The Ten Seed Technique. This technique is now being used around the world on a wide range of issues from health, agriculture, HIV/AIDS, education, gender, etc.

North by North East facilitators discussing strategy

The technique is very simple to understand and learn and easily allows village groups to express ideas on a wide range of issues. Participants discuss issues raised by a facilitator and move the 10 seeds to represent a percentage result.

villagers discuss and move seeds in response to issues raised by facilitators

Another advantages are that seeds are easily available everywhere, non-threatening. The technique is a very visual one and allows both literate and illiterate to participate as equal partners and contribute meaningfully to the discussions.

the technique is very visual and everyone can participate

The results of the process were rather remarkable:

Although this is only a 'snapshot' of the villagers' needs, it provides important information to prepare community-service projects for our travelers who hope to do more than just relax on a beach while on vacation. Most importantly, we can now ensure both excellent travel services and excellent community service options.

For more information on responsible Asian travel services and how you can make a difference while on vacation, please contact: