Towards sustainable tourism for Ikare: the role of the tourism action club

Purpose This paper aims to promote the development of a form of tourism product that can help to promote economic development at Ikare. Design/methodology/approach The study was conducted at Ikare using a qualitative approach. Tourism assets were identified through interviews and visits to attractions. Findings Ikare has significant tourism assets that if well harnessed will over time, change the socio-cultural and economic outlook of the town. It is also imperative that the newly formed Ikare Tourism Action Club achieves the objective of this transformation by focussing on the promotion of local tourism assets through local participation. Social implications Apart from its people, there are cultural assets that underline tourism that tourists look forward to in any destination. In terms of natural resources, there is a little problem because if compared to other towns in Ondo State that do not have such a natural resource base, then the future for Ikare would be quite bright especially if Ikare improves its natural attractions. Originality/value Ikare has never been promoted as an ecotourism destination. An aspect of the objective of the Ikare Tourism Action Club is to promote Ikare as a unique tourism destination. In so doing, the development of ecotourism activities in Ikare will offer a unique opportunity that will positively influence the conservation of protected areas and socio/economic development for local people.