Just Us! established JUDES in 2006 as a non-profit to sell fair trade products and raise awareness of fair trade. As part of its educational mission, JUDES developed a Community Based Tourism (CBT) program with the goals of providing low environmental impact tours that benefit the local community economically. The CBT program partnered with a community in Mexico to offer tourists overnight stays and educate them about local culture and conservation efforts while employing locals. However, the CBT program faced challenges in meeting its environmental guidelines and organizational difficulties that prevented it from implementing its plans effectively. Suggestions were provided to help JUDES conduct more awareness programs and involve locals in handicraft production to better achieve its CBT objectives.

1. JUST US! COMMUNITY-BASED
TOURISM
PRESENTED BY
RAHUL KANDPAL
RAHUL KESHWANI
RAHUL GUPTA

2. Just us!
People and the planet before profits
• Was set up in 1995 as the first Fair Trade Coffee
Roaster in Canada.
• Wanted to connect with organic coffee farmers and
consumers in Atlantic Canada and beyond.
• Aimed at diversifying into sugar, chocolates and tea
but their values were to remain the same.
• They not only wanted to support the local
community but offer them a fair price for their
product.
• Well known for its superior products and for its
social and environmental activism.

3. JUDES
• Established in 2006 as a separate not for profit
organization by Just Us!
• Sold fair trade and organic certified products.
• Involved local community in the fair trade
movement.
• Raised awareness about the benefits of fair trade.
• Strengthens relationship between producers and
consumers by conducting lectures and exhibitions.
• As a part of it educational mission it came up with
its Community Based Tourism idea.

4. Community Based Tourism
Objective: Low environmental impact and high local
community benefits.
1.Tourists were invited to visit local communities and were
provided with overnight room and board.
2.Allowed participants to increase their knowledge of local
traditions, heritage along with the conservation of
resources and cultures.
3.For this CBT program, they had a three-way partnership
with UCIRI and the Chayotepec community.
4.They were together working towards community based
tourism activities.
5.The goals were to help the community diversify its income,
promote conservation and provide jobs for the locals

5. Ethical Principles used in the
CBT design :
• Transparency
• Commitment to Human Rights and Non Violence
• Fair Payment
• Empowerment
• Community Enhancement
• Direct Trade
• Environmental Responsibility
• Quality

6. Challenges
• Meeting environmental guidelines was difficult.
• As a non-profit organization Judes was facing
problems in getting credit cards issued and thereby
making transactions very complex.
• Also they were supposed to organize two trips in the
year 2009 but only one really took place. This means
that they were not able to implement their CBT plans
effectively.

7. Suggestions
• Conduct more awareness programs such as
lectures and exhibitions.
• They can involve the locals to produce
handicrafts and offer them to the tourists.
• They should continue to brief the tourists
about the issues of littering a using plastic
bottles. The waste should be cleared at
regular intervals and recycled.

8. THANK YOU