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Thriving Beyond Uncertainty
The role of the indigenous community in building a better tourism
Presented at
The Internation...
My Purpose Today
My personal challenge
Why better?
How might we make the shift from more
to better?
Why should indigen...
Nature offers the perfect
metaphor
Remember: without caterpillars there
would be no butterflies!
This Has Happened Before
Except for
SOME MAJOR DIFFERENCES!
Source: HUMANITY 4.0 by Michelle Holliday,
Slideshare
Source: https://www.facebook.com/note.php?note_id=469716398919
Connections: Airline routes
Source: www.lx97.com
Why Us – Why Tourism?
• Tourism is the biggest connecting agent
on the planet
• Tourism connects hearts and minds
• Equall...
You never change
things by fighting
existing reality
To change
something, build a
new model that
makes the existing
model ...
The Old Promise
The Present Reality
• No straight lines in
nature
• In nature, nothing grows
indefinitely
• Reality = volatility
• The cur...
So What Does Better Look Like?
• Higher net benefit to the entire community, sustained over
time
• Higher margins for
the ...
When you want to build a
ship, you don’t start collecting
wood, cutting planks and
distributing work, but waken
in the hea...
And change the way we “see”
"The tree which moves some
to tears of joy is, in the eyes
of others, only a green thing
which stands in the way,
Some see...
Identity – Who am I?
Why am I here?
Values, beliefs,
Assumptions,
Personality
experience
Filters
What do I see?
How do I r...
Even Deloitte & Touche
Agrees!
So, how Do YOU Perceive This Floating Sphere?
Real Estate?
Spaceship Earth ?
Living Organism?
Our Mother?
The Journey
Old
Seeing
Old Story
New Seeing
New Story
New Times
The Old Story
• Universe is like a dead
machine,
• parts we can label, analyse,
link, put into boxes
• Because they are se...
The New (?) Story
• Universe is alive
• It’s a dynamic, self
organising system
• Interconnected
• System is greater than s...
The Old Tourism Practice
27
Tourism is not an Industry
It’s an Ecosystem
28
What might a better tourism look like?
29
PURPO
SE
PURPOS
E
What’s the Point?
30
Profit follows
Passionate
Pursuit of
Purpose!
PURPO
SE
31
Look to Nature
Nature doesn’t grow, she thrives
What does thriving look like?
• Vigor, vitality, aliveness
• D...
PURPO
SE
NATURE’S VALUES
• Respect
• Reciprocity
• Kinship
• Reverence
• Empathy
• Love
32
33
When we recognize the virtues, the talent, the
beauty of Mother Earth, something is born in us,
some kind of connection...
The real purpose of tourism
To have them fall in love again with life
To move our guests from numbness to
aliveness
from i...
can “read the love letters sent
by the wind and the rain, the
snow and the moon”
Our Purpose – to help our
guests fall in ...
PEOPLE
PURPOSE
THE ENCOUNTER!
• Guest meets Host
• Involves all senses
• Affects the whole
person – body,
mind, heart and
...
• Both parties must
flourish and thrive
• Flourishing is more
than a transaction – it
occurs when:
• Happy, fulfilled gues...
The Encounter is CRITICAL!
What factors influence choice of
hotel?
38
PURPOSE
Places are NOT
commodities
• Each has its own
unique essence or
spirit
• Unique mix of
geography, history,
people
...
40
Place Shapes Personal Identity
You cannot know who you are until you know where you are
Wendell Berry
41
We are being called to become
indigenous once again—to become
living and contributing expressions
of a particular place...
PURPOSE
• SLOW down
• Focus on the small
things
• LOCAL
• Experience don’t
do
• Learn to observe
• Learn to BE in
nature –...
PURPOSE
• Conservation
• Stewardship
• Regeneration
• Protect and
revitalise cultures
• Respect residents
• Nurture Consci...
• Attracting the right
visitor
• Support not sell
• All business is
social
• Need for Digital
Literacy
• It’s the
ENCOUNTE...
All Business is Social
45
PURPOSE
• We manage what
we measure
• Measure what
matters!
• Not volume but net
benefit – community
health & well-being
•...
PURPOSE
PEOPLE
PLACE
PROTECTION
PACE
PROXIMITY
PERFORMANCE
PULL
Integrated, Holistic Model
47
Conscious Travel
• A concept
• A collaborative learning tool for hosts
• 12 Step Transformation Program
• To enable hosts ...
Summary
“Business As Usual” won’t work
We need a new tourism for new times
Indigenous people will be on the frontline
...
Imagine......
a network of host communities
each exploring how to deliver
net benefits from tourism,
a good living for peo...
In the same way that cells combine to form different organs of the
body, so will the collective output of these cells comb...
Thriving Through Uncertainty - the role of indigenous community in building a better tourism
Thriving Through Uncertainty - the role of indigenous community in building a better tourism
Thriving Through Uncertainty - the role of indigenous community in building a better tourism
Thriving Through Uncertainty - the role of indigenous community in building a better tourism
Thriving Through Uncertainty - the role of indigenous community in building a better tourism
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Thriving Through Uncertainty - the role of indigenous community in building a better tourism

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International Aboriginal Tourism Opportunities Conference, Whistler, April 2014

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Thriving Through Uncertainty - the role of indigenous community in building a better tourism

  1. 1. Thriving Beyond Uncertainty The role of the indigenous community in building a better tourism Presented at The International Tourism Aboriginal Tourism Conference Anna Pollock, Founder, Conscious Travel April, 2014
  2. 2. My Purpose Today My personal challenge Why better? How might we make the shift from more to better? Why should indigenous communities take the lead?
  3. 3. Nature offers the perfect metaphor
  4. 4. Remember: without caterpillars there would be no butterflies!
  5. 5. This Has Happened Before Except for SOME MAJOR DIFFERENCES! Source: HUMANITY 4.0 by Michelle Holliday, Slideshare
  6. 6. Source: https://www.facebook.com/note.php?note_id=469716398919
  7. 7. Connections: Airline routes Source: www.lx97.com
  8. 8. Why Us – Why Tourism? • Tourism is the biggest connecting agent on the planet • Tourism connects hearts and minds • Equally important as digital connectivity and social media • Enables new ways of seeing • Results in Transformation not just Transactions
  9. 9. You never change things by fighting existing reality To change something, build a new model that makes the existing model obsolete. 14 Buckminster Fuller
  10. 10. The Old Promise
  11. 11. The Present Reality • No straight lines in nature • In nature, nothing grows indefinitely • Reality = volatility • The current model produces diminishing returns for the majority • Wealth is increasingly concentrated • Growth = congestion • = Lower consumer satisfaction • Turned experiences into
  12. 12. So What Does Better Look Like? • Higher net benefit to the entire community, sustained over time • Higher margins for the host sustained over time • Higher ROI for investors • Happy, engaged employees enjoying sustained • Healthy environment & cultures • Happy guests who rave, refer and return
  13. 13. When you want to build a ship, you don’t start collecting wood, cutting planks and distributing work, but waken in the heart of people, a longing for the great and endless sea. Antoine St Expury 18 How Do We Build a Better Model?
  14. 14. And change the way we “see”
  15. 15. "The tree which moves some to tears of joy is, in the eyes of others, only a green thing which stands in the way, Some see Nature all ridicule and deformity, and some scarce see Nature at all. But to the eyes of the man of imagination, Nature is Imagination itself. As a man is, so he sees." William Blake Change the way we see
  16. 16. Identity – Who am I? Why am I here? Values, beliefs, Assumptions, Personality experience Filters What do I see? How do I respond? Action What do I do? How do I behave To do better tourism, you can’t avoid the metaphysics!!
  17. 17. Even Deloitte & Touche Agrees!
  18. 18. So, how Do YOU Perceive This Floating Sphere? Real Estate? Spaceship Earth ? Living Organism? Our Mother?
  19. 19. The Journey Old Seeing Old Story New Seeing New Story New Times
  20. 20. The Old Story • Universe is like a dead machine, • parts we can label, analyse, link, put into boxes • Because they are separate • Universe is hostile, stuff is scarce • Must Compete • Money, gains to be hoarded • Replaced the sacred, mysterious with “Nothing but” 25
  21. 21. The New (?) Story • Universe is alive • It’s a dynamic, self organising system • Interconnected • System is greater than sum of parts • Relationships • Collaboration & cooperation • Universe is intelligent & creates abundance 26
  22. 22. The Old Tourism Practice 27
  23. 23. Tourism is not an Industry It’s an Ecosystem 28
  24. 24. What might a better tourism look like? 29
  25. 25. PURPO SE PURPOS E What’s the Point? 30 Profit follows Passionate Pursuit of Purpose!
  26. 26. PURPO SE 31 Look to Nature Nature doesn’t grow, she thrives What does thriving look like? • Vigor, vitality, aliveness • Diverse, co-existing, interdependent forms • No waste • Convergent – whole personality • Order, complexity emerge • Resilient and adaptable
  27. 27. PURPO SE NATURE’S VALUES • Respect • Reciprocity • Kinship • Reverence • Empathy • Love 32
  28. 28. 33 When we recognize the virtues, the talent, the beauty of Mother Earth, something is born in us, some kind of connection—love is born. We want to be connected. That is the meaning of love, to be at one.... You would do anything for the benefit of the Earth, and the Earth will do anything for your well- being.
  29. 29. The real purpose of tourism To have them fall in love again with life To move our guests from numbness to aliveness from indifference to empathy 34 To have our guests experience wonder
  30. 30. can “read the love letters sent by the wind and the rain, the snow and the moon” Our Purpose – to help our guests fall in love with life and Mother Earth and so that they too 35
  31. 31. PEOPLE PURPOSE THE ENCOUNTER! • Guest meets Host • Involves all senses • Affects the whole person – body, mind, heart and soul • Engaged, passionate hosts creating happy, transformed guests • Authentic to the place • FIRST HOST PEOPLE 36
  32. 32. • Both parties must flourish and thrive • Flourishing is more than a transaction – it occurs when: • Happy, fulfilled guests • Refer others • Return • Rave • Happy fulfilled hosts enthusiastically encourage & enable their guest to explore more, stay longer, value more and care more Great Encounters! 37
  33. 33. The Encounter is CRITICAL! What factors influence choice of hotel? 38
  34. 34. PURPOSE Places are NOT commodities • Each has its own unique essence or spirit • Unique mix of geography, history, people • Can’t be outsourced • Places are COMMUNITIES • Celebrate Revere PEOPLE PLACE PLACE 39
  35. 35. 40 Place Shapes Personal Identity You cannot know who you are until you know where you are Wendell Berry
  36. 36. 41 We are being called to become indigenous once again—to become living and contributing expressions of a particular place. Bill Reed Send your guests home with a desire to become “indigenous” Maybe start at home with your fellow
  37. 37. PURPOSE • SLOW down • Focus on the small things • LOCAL • Experience don’t do • Learn to observe • Learn to BE in nature – listening, feeling PEOPLE PLACE PACE PROXIMIT Y PACE PROXIMIT Y 42
  38. 38. PURPOSE • Conservation • Stewardship • Regeneration • Protect and revitalise cultures • Respect residents • Nurture Conscious travelers PEOPLE PLACE PROTECTION PACE PROXIMIT Y PROTECTION
  39. 39. • Attracting the right visitor • Support not sell • All business is social • Need for Digital Literacy • It’s the ENCOUNTER remember? • Rave, Refer, Return PEOPLE PLACE PROTECTION PACE PROXIMIT Y PULL PULL 44 PURPOSE
  40. 40. All Business is Social 45
  41. 41. PURPOSE • We manage what we measure • Measure what matters! • Not volume but net benefit – community health & well-being • Customer delight ---- • R3 NPS • Smaller footprint • Sense of welcome & enthusiasm from hosts PEOPLE PLACE PROTECTION PACE PROXIMIT Y PERFORMAN CE PULL PERFORMAN CE 46
  42. 42. PURPOSE PEOPLE PLACE PROTECTION PACE PROXIMITY PERFORMANCE PULL Integrated, Holistic Model 47
  43. 43. Conscious Travel • A concept • A collaborative learning tool for hosts • 12 Step Transformation Program • To enable hosts to become change agents in their communities • A Network of Conscious Travel Destinations 48
  44. 44. Summary “Business As Usual” won’t work We need a new tourism for new times Indigenous people will be on the frontline The “imaginal cells” must partner, join up regardless of who you are Indigenous values can help create a better, higher value, more resilient tourism Let’s work together 49
  45. 45. Imagine...... a network of host communities each exploring how to deliver net benefits from tourism, a good living for people, and transformative experiences for guests each in their own way? 50
  46. 46. In the same way that cells combine to form different organs of the body, 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 www.conscious.travel www.slideshare.net/AnnaP 51

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