How Tourism Can Shift from Extractive to Regenerative
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Delivered to the Baltic Sea Tourism Forum 4 months before Covid19 arrived in Europe. Outlines why and how tourism needs to change its operating model from being extractive to regenerative.
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How Tourism Can Shift from Extractive to Regenerative
- 1. Flourishing Beyond Sustainability The promise of a Regenerative Tourism Anna Pollock, Founder, Conscious.Travel November, 2019
- 2. Three key points in my story 1. Humanity and tourism have to make radical changes to avoid breakdown 2. We have the knowledge, skills, technology to breakthrough but only if we jettison business as usual. The future is ours to create. 3. Tourism can contribute to and benefit from that shift provided that we too shift from being extractors of wealth to generators of “wellth.” A new model is possible as well as essential
- 3. We’re Here! Where are we now in our story? VUCA
- 4. Environmental Distress Economic Instability Technology – that’s promising & terrifying Socio-Political Unrest The bad news and the good 4 Systemic Flaws Overtourism
- 6. Biodiversity: Reasons to Hope
- 7. Economics
- 8. Economics
- 10. Politics
- 12. Technology
- 13. 13 Technology
- 14. 14 Automation … De-humanization … Depression Unipolar Depression – persistant sadness or lack of interest in outside stimuli – will surpass infections, heart disease and cancer as a source of healthcare costs by 2030.
- 15. Our Own Wake Up Call
- 16. 16 Costs Rising, Returns Diminishing
- 17. 2. Tourism is an extractive economy dependent on finite resources 1. Tourism is a derivative, secondary economy + demand is seasonal 4. We don’t sell things, we sell an experience for a specific unit of time in a specific point in space 3. . Our operating model is designed for machines that could be controlled by one vertically integrated industry Result: We’re underperforming, vulnerable and out of control 5. Tourism & Hospitality have virtually no barriers to entry, compete on price – costs rising, returns diminishing Home Truths Not Faced 5. We’re hooked on volume growth
- 18. Sustainable Practices Essential But Not Enough • Shrink our footprint • “Does less harm” or maybe • “Does some good” • Cope – can we manage our way out? • But is this enough?
- 19. “The world we have created is a product of our thinking; it cannot be changed without changing our thinking. No problem can be solved with the same consciousness that created it.” So we must learn to see the world anew… 19 What’s the solution to these Wicked Problems? But where do we start?
- 20. What are the 3 things we know for certain about the future? It hasn’t happened yet! It’s the sum total of the visible actions and choices made by people in the past! That were all shaped by invisible, thoughts, beliefs, assumptions and values
- 22. Visible Imaginings in 1950
- 24. Industrial-Machine Thinking (1950 – 2020) • Take, make, sell, discard • Perfected by 2 world wars • Parts, things, categories • Fixed linear, cause-effect relationships • Standardize, replace • Command & Control = EFFICIENCY
- 25. 25 Travelers Places Experiences Guests Hosts Partners Fulfillment Value Tourists Products Packages Consumers Suppliers Wholesalers, retailers Efficiency Price (cheap) Industrial Tourism 1950-2020 the assembly line
- 26. What’s Missing in these Images? Nature People Life!
- 27. Material, Mechanical View Living System View The Mindset shift is happening all around tourism
- 28. Re-framing = Seeing ourselves differently Old extractive New regenerative NOT as a collection of industrial production and consumption machines made up of independent separate parts competing to expand. BUT as Living human ecosystem of interdependent self organizing participants who have learned to collaborate in order to create and co-evolve 28 (c) Anna Pollock, Conscious Travel
- 30. “Don't ask yourself what the world needs. Ask yourself what makes you come alive, and go do that, because what the world needs is people who have come alive.” Howard Thurman “I don’t think people are looking for the meaning of life as much as they are looking for the experience of being alive” Joseph Campbell WE the People are Changing
- 31. What do we wish for our children, for each other? Well-being, Wellth Health Vitality Resilience Creativity Aliveness Peak performance Joy To To 31
- 32. More People Are Caring
- 38. WE Consumers are Changing
- 40. To REGENERATE means “to give new life or energy ” “to re-vitalise” “to form or construct anew in an improved state” “to realise potential” “to create the fertile conditions for LIFE to thrive/flourish and evolve”
- 41. Five critical questions 1. What will it take to restore a healthy relationship with Nature and serve life ? Are we going to be an economic sector that serves life or kills it?
- 42. 42 Once you see that We are part of Nature NOT apart from it! The key question is How do we generate the conditions for all life to flourish?
- 43. 2. What will it take to unleash the untapped potential within the human being and nurture our capacity to flourish? How do we put the HEART and SOUL back into tourism?
- 44. Algorithms cannot FEEL Our obsession with digitalization and efficiency is misguided
- 46. 3. How do we create MEANINGFUL ENCOUNTERS that enchant, enliven and enrich ?
- 47. 4. How do we create and sustain a Visitor Economy that tangibly enables resident individuals, businesses and communities to thrive and be healthy in every way? Individuals Enterprises Places
- 48. 5. How do we create greater Net Benefit ? Conceive wealth as “wellth” Ensure the benefits “stick” Localise Return on Multiple Capitals Bring everyone along
- 49. 5. How do we create greater Net Benefit ? Planet Region Community Business Me My family Think through a living systems lens…… Think Business Webs Think Value Networks Think Ecosystem
- 50. 5. How do we create greater Net Benefit ? Think WHOLES Think LIFE!
- 51. 51 We Re-frame the concept of DESTINATION Machine to Living System Assembly Line to Community Silos & Hierarchy To Collaborative Network
- 52. RELATIONSHIP (place / infrastructure interactions) CONVERGENT WHOLENESS (purpose / visitor experience) TOURISM BUSINESS AS A LIVING ECOSYSTEM DIVERGENT PARTS (place-keepers / hosts, enterprises & residents) COMMUNITY PLACE & INFRASTRUCTURE ENCOUNTER SOURCE OF VALUE
- 53. DESTINATIONS ARE LIKE FORESTS DESTINATIONS AS LIVING COMMUNITIES
- 54. 54 A DESTINATION OR A FOREST TOPOLOGY? But do we take care of our young?
- 55. WHAT does a “Successful” Living System in Nature look like? • It’s self-organizing • Creates conditions for other life to exist • Adaptable, constantly changing, resilient (learning) • Balance with all other parts – harmony • Productive – generates ABUNDANCE • Efficient - Zero waste • It’s evolving – greater order, complexity, beauty - dynamic equilibrium • Unique, distinctive It FLOURISHES IT THRIVES It’s ALIVE!
- 56. PERSPECTIVE – seeing tourism through a living systems lens PURPOSE/SUCCESS defining success, purpose, role PEOPLE Realising human potential RELATIONSHIPS/VALUE – enriching, enlivening, enchanting ENCOUNTERS COMMUNITY – tapping into collective intelligence ENTERPRISE/ECONOMY Flourishing Businesses PLACE WHO is this place and how do we love & care for it? REGENERATIVE TOURISM FOR A LIVING PLANET
- 57. Grow the Quality of the Encounter Encounter Engages whole person Heartfelt, emotional Meaningful Sense of connection Wonder & awe Authentic – of THIS place Memorable Invites reflection Slows or stops time “goose bumps” Joyful, fun Personal, unique Features
- 58. 58 Butterfly Story as Metaphor
- 59. Thank you – join me on this Journey Anna Pollock, Founder, Conscious Travel For more please ask! anna@conscious.travel www.conscious.travel
Editor's Notes
- Mass tourism copied the same production – consumption model that KPMG say is unsustainable It is, therefore, subject to its same excesses and intrinsic weaknesses. It’s turned travelers and guests into consumers, tourists or, worse, market segments. It’s turned places into products and exotic experiences into safe packages that can be rated and compared by algorithm. Instead of obsessing about fulfillment, it fixates on efficiency, automation and standardization and then competes on price not value. Just think about it – we’ve taken a highly diverse complex planet that’s 13.5 billion years old with life forms that have taken 3.8 billion years to evolve and carved it up into products we now sell at bargain basement prices. Does that make sense?
- This shift is happening all around tourism – in agriculture, education ,healthcare, technology, community development and business …..
- There is no doubt that international tourism a hugely successful economic phenomenon. The volume of visitors has grown from a few million after the last world war reaching 1.4 billion trips by 2018 and the rate of growth now appears to be accelerating. . This graph published by the UNWTO likely underestimates its potential for expansion as their forecasts are based on an average annual growth of 3-4.0%. Over the last two years that rate of increase has jumped to 7%. If sustained over the next decade, the implications are significant – international tourism could be twice its present size by 2030.