2. • Place your discussions regarding the future of
food & hospitality in a bigger context
• Provide a roadmap for your journey
• Suggest you approach the opportunity
My Role and Purpose
9. WTTC Forecast
“The global travel and tourism sectors
are projected to return to pre-pandemic
levels in 2023 at an annual average
growth rate of 5.8% from 2022 to 2032”
A lesson in Cognitive Dissonance
= By which time this Sector
is supposed to reduce its
CO2 emissions. by over
The number of tourists
will double to 3 billion by
2023 - Tourism facing some harsh challenges
Source: A. Pollock based on Rees & Sanford
Systems Change Is Required
Take, make, sell,
Restore, regenerate, evolve innate capability
Do More Good –
Tourism & Hospitality
11. Regenerative Responses Arising Across the Board
A Regenerative Approach is Emerging
12. To REGENERATE means
• “to give new life or energy ”
• “to re-vitalise
• “to realise potential”
• “to create the fertile conditions
for LIFE to thrive/flourish and
• And to live by nature’s rules
How is Regeneration Different?
13. To REGENERATE involves
• Seeing all around us as ALIVE!
• A whole new way of thinking
• Systems Change & transformation
• Inner & outer change at all levels:
• Community – destination
How is it Different?
19. A RE-VITALISED SHARED PURPOSE
Hospitality has a key role to play in moving humanity forward: healing, thriving, evolving, by
asking and answering this question*:
How can I, my business, and my community contribute to a
Just and Regenerative Future in which
• The capacity of all living things to adapt, replenish and regenerate
• Everyone’s human rights and potential to thrive is respected
• Our economies and societies are re-wired and structured to
serve both people and the Planet
* This purpose statement is drawn from the pioneering work of Forum for the Future and the wbcsd
20. The Vocational Essence of
Tourism & Hospitality
• To hospice means to care and pamper
• To heal is to “make whole” – we
connect that which was separated
• To revitalize – bring back to health
• To come alive – get in touch with
oneself and what matters
• To “recreate” – ideally bathed in
• To experience wonder and awe so we
can listen to nature
• To contribute to personal, community
and planetary health
We’re already in
the re-vitalization business !!
TRAVEL & HOSPITALITY PURPOSE
• We connect strangers - hosts & guests; guests & guests;
guests & staff
• We convene & host meetings
• We’re rooted - grounded in and shaped by place
• We’re inhabitants-residents-taxpayers
• Close to community
• The provision of nutritious FOOD & DRINK is core to
TO HOST IS TO MAKE WHOLE !
23. What NOT to Do!
Treat Food & Drink as Commodities, albeit with USP’s!
24. Instead, see FOOD as THE agent that
25. And IMAGINE….
IMAGINE a future where the ways we grow, cook and gather around food affirms our
relationship to the places we live in, to the people who came before us, and to future
IMAGINE a future where we recognize care as the essence of all labour and appreciate
people’s labour, no matter what form it takes;
IMAGINE that we joyfully nourish each other, that we all know we belong, that we
recognize land as kin.
What IMAGES come to mind? What LONGING is sparked in us?
26. Get Started
You already have!
Come together nationally & regionally
Identify the distinct features at the regional level
Map participants – engage & explore
characteristics of the food ecosystem; and how
food-related tourism can generate
Possibly use a competition to unify folks around a
shared objective but
Select a competition that enables you to show
and share a regenerative approach
27. - Tourism relies on the appeal of its urban spaces, and the beauty of its
flourishing natural landscapes
- Tourism reshapes perceptions of place, locally, nationally and
- Visitors look for regenerative healing experiences, connected to people and
- Upscale travellers prefer high quality food that is story-rich and sustainably
- Nutritious food is the biggest determinant of personal health. Many
hospitality providers claim to be in the wellness business.
- Hotels and restaurants can shape demand and have ability to influence
what kind of food should be grown and how it should be grown.
28. • Who is this place? What makes it distinct? What do its residents wish to share?
• How does the local cuisine express the essence of the place? What food is produced,
how? Where does it go?
• Is the land, water, air healthy supporting a flourishing biosphere?
• How could we increase local procurement and address food security issues?
• How can we best support farmers wishing to switch to regenerative farming?
• Could hospitality providers (hosts) help farmers diversify their business?
• What opportunities exist for spin off microbusinesses
• How can we ensure all residents in our place can have access to and enjoy food from
• How can food contribute to the flourishing of this place and its people?
Food leads to so much more
29. IGCAT aims to empower local communities by raising awareness of the importance to protect
and promote distinct regional food, culture, arts and natural assets as part of sustainable and
balanced tourism and development strategies. This is essential to safeguard our planet, health,
wellness and local economies.
World/European Regions of Gastronomy, guided by IGCAT, are working together to strengthen
food security through the celebration of distinctive food cultures; create employment by
stimulating creativity and gastronomic innovation; nourish children and adults through
culinary and cultural education; driving environmental sustainability in tourism, hospitality
and agricultural sectors; supporting balance and sustainable tourism practices; highlighting and
supporting expertise from within rural and urban communities, creating connections and
sharing good practices; and contributing to community health and well-being.
Give Yourselves a Stretch Goal
33. Want More?
• An online course and community of practice to
develop and nurture regenerative change agents
supporting the visitor economy.
• A curated encyclopedia + who’s who of
experts, articles, videos, papers & podcasts.
Everything you might want to know about
Regenerative Tourism but were afraid to ask!
• Anna is a founding member of The Hive, a
multidisciplinary, multi-national community of
professionals steeped in regenerative thinking
and its application to tourism working with
companies and destinations committed to
• Anna Pollock is a UK-based international
consultant, change agent, speaker, writer
committed to supporting systemic change.
Approach the opportunit
No shortage of so called wicked problems
But after 40 years of trying to be sustianble we’re far worse off.
The really big question is WHY?
Sustainability not working – not fast enoughAn extractive system that degradesSustain = sustain the systems
Gradually improve performance, reach more people. Do More Good – leave a positive trace by doing more good.
Locus of responsibility currently = the custionmerInward looking, withni a siloPaul Pulman – find ways that fit your location, profile your customer and contribute