What’s changing..• EFM is becoming as important than VFM • Experience for money vs. value for money• We are seeing experience inflation • What seemed a big experience 10 years ago is not now • The family who went to a resort in Spain then now want to kayak 16
What’s changing..• Tourism is fragmenting• Niches emerging strongly – Wellness + Spa – Fitness – Wildlife + birding – Music and festivals – Water based activities – Walking – Bush craft – Volunteering – Astronomy – Fishing etc…• Individually the niches are small – But collectively they are big
What’s changing..“The post 2nd World War atmosphere of selective austerity, deferred desire and earned pleasure, sustainability vs. waste, a yearning for connection and contact, is recognisable once more” Robert MacFarlane
The importance of the back story Who made it? How did they make it? With what impacts on environment And community?
Impacts of tourismNot just on wildlife and environments butalso on local people and their cultures
Tourists must leave behind more than footprints Tourism and the travel industry “is essentially the renting out for short-term rent, of other people’s environments, whether that is a coastline, a city, a mountain range Lord Marshall, British Airways
Responsible Responsible tourismMore authentic experiences that create better places to live in and to visit 27
Designing responsible tourism• Responsible tourism is CO-CREATED... – In partnership with local communities and Government – Built around their ideas, local knowledge and experience – Built around their home, culture and ways of life – Utilising local guides, local service providers, foods, traditions.. – To provide access and support for the conservation cultural and natural heritage..• Responsible tourism provides more AUTHENTIC experiences
AuthenticityTruthful, Original, Genuine, Sincere, Authentic, Real
Authentic vs. commodity• Authentic • Commoditised – Genuine – Culture changed for tourist – Real consumption – Honest – Sometimes its original – Truthful meaning can be lost Places that see themselves through the eyes of tourists are lost..
Responsible tourismMarketing trends Responsible tourismDeeper /more valuable experiencesTells the back storyRe-connect consumers with localplaces/peopleAuthenticityConnection & contactSustainability vs. wasteLocal & locally distinctive
Building business &changing perceptions of Norway
Where to go? What to do? Increasingly people consider Activities/interests first Destinations second
Defining the competitionThe hotel/tour 5km away OR other global destinations?
Defining the competition• If you think its regional/global as well as local• Then local businesses/govt. must collaborate to• Build stronger destination brands to compete globally...
The things you must doAuthentic Storytellingexperiences Social media Responsibility The back storyCollaboration in marketing