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
WINTA Lucerne October 2012
Why Indigenous Travel Matters Now Presentation to WINTA, Luzern, October 12th, 2012 Anna Pollock, Founder of Conscious Travel 1
Scope1. Anna: What does Indigenous Mean? Why the time has come for Indigenous Tourism2. Ben: Indigenous Values – the Contribution3. Anna: The Role of Indigenous Tourism Going Forward
Why The Time For Indigenous Tourism Has Come1.The state we’re in2.Why we’re in this state3.Who Will Fix the Problem?4.How is the Customer Changing?5.The Keys to Success
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
The State We’re In Tourism now supports 1 billion international trips a year It can produce income, economic growth, jobs, foreign exchange, conserve wildlife, preserve cultures..but it doesn’t always Are we at a tipping point? Metaphorically speaking, we’re about to experience a tourism tsunami + galeforce winds + earthquake Will the tourism capsule hold out?
Mass Industrial Tourism Hangs on the Edge This graph shows the fate of individual destinations - could it apply to industrial tourism as a whole? Are we at the inflection point? Industrial tourism is producing diminishing returns for nearly everybody If yields decline industrial tourism can only succeed by growing in volume More volume = more congestion If margins don’t grow, mergers & consolidation are inevitable and lead to concentration of wealth.
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 Protest Sign Erected by Young Balinese The Queue to Climb Everest Source: ABC They Paved Paradise Source: Guardianand land?How will avoid residents’ backlash?How will we protect vulnerable people andcultures? The Island Where Tourist Garbage is Stored in the Maldives Source: China Daily Source: Daily Mail• see: Can Tourism Change its Operating Model?
WHY are we in the state we’re in?Industrial Tourism Grew Up In the Age of the Automobile &Mass EverythingIt borrowed its operating model from manufacturing
Based on Assembly Lines, Specialisation & HierarchiesFocus: efficiency & productivity - producing more for less
Standardisation, Order, PlanningEconomies of Scale - consolidation, vertical integration
Mass Industrial Tourism Started with Great Promise
Tourism is Human System Embedded in a Biological-Physical System22
A worldview or mindset acts like a lensThese lenses are made up of the values beliefs and assumptions that we use tomake sense of our worldWe’re often not aware of our lenses - live in a tranceThey are very powerfulWhen the lenses change, everything else changesMany are changing their lenses & waking up - becoming conscious
when our values and beliefs change so does everything else24
What values and beliefs filter your perception and guide your actions?25
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 past26
Mindsets Are Already Shifting•many customers are thinkingdifferently•emergence of the conscienceconsumer•On average just under 50% ofconsumers prefer to buy fromresponsible companies•In South America that average is75%•In Australia - 35%
Mindsets Are Already Shifting•other businesses are thinkingdifferently”•growth in “conscious business”and “conscious leadership”•“Business as Usual” is over•Huge opportunities for those whoadapt
The two Keys to Success mindset place Becoming conscious of the way we filter our Valuing each place as unique and sacred andperception based on unexamined assumptions refusing to discount it like a commodity
How?Practical• Celebrate uniqueness of place – the only antidote to commodification• Slow down & Savour – increase length of stay; sense of value• Integrate adventure with culture, conservation, revitalisation and knowledge/expertise exchange• Create ambassadors, viral marketing, reputationFor the Greater Good – self interest (protecting your future)• Wake up your customers – help them change their lenses• Create opportunities for wonder & awe – as Jacques and Alexander Cousteau said “we protect what we love; we love what we know”• Stop being passive and become active community change agents. 36
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 38
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