It took 40 years to grow tourism to 400 million international trips -1990 It took another 22 years to hit the 1 billion milestone = we would have been at that milestone in 2010 if an inconvenient truth of the financial kind hadn’t happened And the UNWTO are now confidently forecasting or is it projecting another 400 million to occur over the next 8 years
Instead you must focus all your energies on BEING that which you wish to attract.
Aboriginal Tourism: Your Time Has Come
Aboriginal Tourism: Your Time Has Come Anna Pollock, Founder, Conscious Travel firstname.lastname@example.org 2013 National Aboriginal Tourism Opportunities Conference Osoyoos
Message1.Your time has come but don’t hesitate, as we haven’t much time2.Tourism needs your perspective and values3.Humanity needs your worldview4.There IS a market that values what you stand for5.The path to that market is not that well worn – you have to create it.
Accelerated ConsumptionTHE PERFECT STORM Climate Change Energy & Fuel Material Resource Scarcity Food scarcity Water Scarcity Ecosystem Decline Disparate Prosperity Government Debt Lack of Global Governance Political Instability Pandemics
Business is Getting the Message“ population growth, exploitation of natural resources, climate change and other factors are putting the world on a development trajectory that is not sustainable…if we fail to alter our patterns of production and consumption, things will begin to go badly wrong” 9
Costs and Risk to Increase“ The resources on which businesses rely will become more difficult to access and more costly. There will be an increasing strain on infrastructure and natural systems as patterns of economic growth and wealth change. Physical assets and supply chains will be affected by the unpredictable results of a warming world” 10
Opportunities Also “ the bold, the visionary and the innovative recognise that what is good for people and the planet will also be good for the long-term bottom line and shareholder value…• competitive advantage can be carved out of emerging risk.” 11
• To keep below 2 degrees Celsius we’ll now have to reduce carbon emissions by 5.1% per year.• Between 2000 and 2011 we’ve achieved reductions of just 0.8% per year. 12
•Concur with UNSecretary General thatcurrent growth model is aform of “suicide pact”•Promoting concept ofZeronauts working onZero Impact; Zero Wastesector by sector 13
What the Graph Doesn’t Show• Volatility• Net revenues• Net benefits• Spending per capita• DIMINISHING RETURNS• Value retention in the host community• Productivity (yield per employee) 90% + of demand• Who benefits? factors outside of the• Where does the income stick? control of anyone in tourism 15
Can we handle another 400 million tourists in just 8 years? How will we handle congestion? How will we handle waste? How will we handle emissions? How will we manage our thirst for water The Queue to Climb Everest Source: Guardian Protest Sign Erected by Young Balinese Source: ABC They Paved Paradise and land? How will avoid residents’ backlash?How will we protect vulnerable people and cultures? The Island Where Tourist Garbage is Stored in the Maldives Source: China Daily Source: Daily Mail • see: Can Tourism Change its Operating Model?
DOING GOOD IS GOOD FOR BUSINESS: 2012 •66% of consumers would prefer to buy products from companies that give back to society •62% would prefer to work for such companies •59% would prefer to invest in such companies •46% would be willing to pay extra for products and services from these companies 34
Companies are Valued Differently Now• Connectivity + Content• = Transparency• = Competition (downward pressure on prices)• = Need for innovation• = Need for Talent• = Importance of Reputation• = Need for Authenticity 40
The Humanisation of Business You cannot control your brand Your brand emerges as the outerexpression of your values and beliefs
What CEO’s Most Focus OnEngagement, Empowerment & Capacity….
CONSCIOUS CAPITALISTS •Whole Foods •Southwest Airlines •Zappos •The Container Store •Google •Amazon •Joie de Vivre
when our values and beliefs change so does everything else what does this look like in tourism?47
Tourism Through an Industrial Lens Guests are segments to be targeted and the prize is share of wallet Both parties (consumer and provider) attempt to win at the cost of the other. Adversarial Guests seek to get the best or cheapest deal; producers try to maintain their margin Rugged independence + materialism creates a mindset of exploitation - animals, landscapes, plants are resources, then products that can be used to produce profit The Industry is fragmented - each provider looks after his piece of the guest experience and larger agencies are divided into functional silos. Disconnect from nature - it’s the economy, stupid! Lack of appreciation of limits or consequences. The tourism industry resists paying for the ecosystem services it has enjoyed for free in the past48
NEW MODEL Plenty enough, sufficiency implicit a sense of limits Better rather than bigger Plenty implies that multiple stakeholders benefit Fair, equitableHelp those behind you “wellth” and on the trail…. happiness vs wealth
NEW MODEL People encounters People relationships trust transactions only Plenty occur if trust is present BODY, MIND, Kinship HEART & SOUL Reciprocity Respect Love Individual Empathy 56
NEW MODEL PLACE each place is unique People unique places sustain value Personality of Place Plenty Living Presence - essence, spirit, soul Indigenous people PLACE understand places are sacred Reverence
NEW MODEL PURPOSE what’s the DEEPER purpose of tourism & the business? People why should employees bring Purpose their whole selves to work? Plenty people seeking meaning conscious travellers seeking to be Place changed Higher purpose ignites Passion
NEW MODEL Pull power shifted to guest People challenge is to attract Purpose to be magnetic you have to be clear about Plenty who you are and send out strong signals Pull you need to master Place social technologies and media in order to sustain relationships and build trust 60
NEW MODEL Protection Hosts must become proactive champions & custodians People Compliance and CSR Protection Purpose programs not enough Plenty “Licence to Operate” will depend on minimal (preferable zero) Pull footprint PlaceStewardship 61
NEW MODEL Pace help guests learn the art of living People rediscover what it means to be a human Protection Purpose being not a human doing Plenty learn to savour & Pace satiate the senses Pull increase length of stay Place and spend 62
NEW MODEL •Encounters & relationships before transactions People •PLACES before productsProtection Purpose •PURPOSE & PASSION drive Profit Plenty •PROTECTION = zero impact & rejuvenation Pace Pull •PULL as in attract & support not Place Push PACE as in SLOW & SAVOUR
Imagine...... a network of host communitieseach exploring how to deliver net benefits from tourism, a good living for people, and transformative experiences for guests each in their own way? 65
In the same way that cells combine to form different organs of thebody, so will the collective output of these cells combine to create a new organic, ecological form of tourism - one that is environmentally sustainable, socially just and spiritually fulfilling
We travel, initially, to lose ourselves; we travel next, to find ourselves. We travel to open our hearts and eyes and learn more than our newspapers will accommodate.... And we travel, in essence, to become young foolsagain---to slow time down and get taken in, and fall in love once more Pico Ayer 67
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