SlideShare a Scribd company logo
1 of 38
Why Indigenous Travel Matters Now
   Presentation to WINTA, Luzern, October 12th, 2012




       Anna Pollock, Founder of Conscious Travel

                           1
Scope
1. Anna:
   What does Indigenous Mean?
   Why the time has come for Indigenous
   Tourism
2. Ben:
   Indigenous Values – the Contribution
3. Anna:
   The Role of Indigenous Tourism Going
   Forward
Definition
Why The Time For Indigenous
      Tourism Has Come

1.The state we’re in
2.Why we’re in this state
3.Who Will Fix the Problem?
4.How is the Customer Changing?
5.The Keys to Success
Accelerated Consumption
THE 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
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: Guardian
and land?

How will avoid residents’ backlash?

How will we protect vulnerable people and
cultures?


                                                 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 Everything

It borrowed its operating model from manufacturing
Based on Assembly Lines, Specialisation & Hierarchies




Focus: efficiency & productivity - producing more for less
Standardisation, Order, Planning




Economies of Scale - consolidation, vertical integration
Mass Industrial Tourism Started with
          Great Promise
But Is Now Producing a Different Reality
Based on a mindset of boxes and lines
The Hotel Box
In summary, this is a box that....




          Productizes
          Standardizes
         Homogenizes
         Commoditizes
Who Might Come to help?
Who has to Fix the Problem?
Who has to Fix the Problem?




 Never doubt that a small group of thoughtful, committed citizens
                     can change the world.
           Indeed, it is the only thing that ever has
                          Margaret Mead
What’s Needed to Solve The Challenges
Tourism is Human System
          Embedded in a
     Biological-Physical System




22
A worldview or mindset acts like a lens




These lenses are made up of the values beliefs and assumptions that we use to
make sense of our world

We’re often not aware of our lenses - live in a trance

They are very powerful

When the lenses change, everything else changes

Many are changing their lenses & waking up - becoming conscious
when our values and beliefs change
          so does everything else




24
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 past




26
Mindsets Are Already Shifting
•many customers are thinking
differently

•emergence of the conscience
consumer

•On average just under 50% of
consumers prefer to buy from
responsible companies

•In South America that average is
75%

•In Australia - 35%
Mindsets Are Already Shifting



•other businesses are thinking
differently”

•growth in “conscious business”
and “conscious leadership”

•“Business as Usual” is over

•Huge opportunities for those who
adapt
surely there has to be
         a better way?




29
Why Indigenous Travel Matters Now
                    Part 2




       Anna Pollock, Founder of Conscious Travel
30
Desired Outcomes

                    Higher margins for hosts
     higher net benefit from tourism to their communities,
             while increasing resilience and stability

                            and.....




31
32
Welcome Signs of Change
something new is emerging
          ?
The two Keys to Success

            mindset                                            place




 Becoming conscious of the way we filter our   Valuing each place as unique and sacred and
perception 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, reputation

For 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
37
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 fools
again---to slow time down and get taken in, and fall
                 in love once more

                     Pico Ayer


                                             38

More Related Content

What's hot

Atec sunshine coast 2
Atec sunshine coast 2Atec sunshine coast 2
Atec sunshine coast 2
Anna Pollock
 

What's hot (20)

Flourishing Beyond Growth
Flourishing Beyond GrowthFlourishing Beyond Growth
Flourishing Beyond Growth
 
Bay of Plenty Presentation, March 18th 2020
Bay of Plenty Presentation, March 18th 2020Bay of Plenty Presentation, March 18th 2020
Bay of Plenty Presentation, March 18th 2020
 
Presentation to TEFI 7 in Oxford, 2013
Presentation to TEFI 7 in Oxford, 2013 Presentation to TEFI 7 in Oxford, 2013
Presentation to TEFI 7 in Oxford, 2013
 
Purpose + Passion = Prosperity
Purpose + Passion = Prosperity Purpose + Passion = Prosperity
Purpose + Passion = Prosperity
 
Flourishing Beyond Sustainability: The Promise of a Regenerative Tourism
Flourishing Beyond Sustainability: The Promise of a Regenerative TourismFlourishing Beyond Sustainability: The Promise of a Regenerative Tourism
Flourishing Beyond Sustainability: The Promise of a Regenerative Tourism
 
Presentation on Conscious Travel to Ministry of Tourism, Ecuador
Presentation on Conscious Travel to Ministry of Tourism, EcuadorPresentation on Conscious Travel to Ministry of Tourism, Ecuador
Presentation on Conscious Travel to Ministry of Tourism, Ecuador
 
Building an Iconic Destination That Inspires and Endures
Building an Iconic Destination That Inspires and EnduresBuilding an Iconic Destination That Inspires and Endures
Building an Iconic Destination That Inspires and Endures
 
Vtic5 game changing long
Vtic5 game changing longVtic5 game changing long
Vtic5 game changing long
 
Beyond CSR & Sustainability
Beyond CSR & SustainabilityBeyond CSR & Sustainability
Beyond CSR & Sustainability
 
Catering to the Conscious Traveller - BuIlding Samoa Tourism Together
Catering to the Conscious Traveller - BuIlding Samoa Tourism TogetherCatering to the Conscious Traveller - BuIlding Samoa Tourism Together
Catering to the Conscious Traveller - BuIlding Samoa Tourism Together
 
Anna Pollock Investing In Future Values
Anna Pollock Investing In Future ValuesAnna Pollock Investing In Future Values
Anna Pollock Investing In Future Values
 
Product Matching in Today's Markets: Insights into Todays' Realities & Opport...
Product Matching in Today's Markets: Insights into Todays' Realities & Opport...Product Matching in Today's Markets: Insights into Todays' Realities & Opport...
Product Matching in Today's Markets: Insights into Todays' Realities & Opport...
 
Shifting Gears 1995
Shifting Gears 1995Shifting Gears 1995
Shifting Gears 1995
 
Atec sunshine coast 2
Atec sunshine coast 2Atec sunshine coast 2
Atec sunshine coast 2
 
Conscious Travel - not more, but better
Conscious Travel - not more, but betterConscious Travel - not more, but better
Conscious Travel - not more, but better
 
Waking up – tourism, climate change and the SDGs
Waking up – tourism, climate change and the SDGsWaking up – tourism, climate change and the SDGs
Waking up – tourism, climate change and the SDGs
 
Anna Pollock Presentation to Adventure Travel World Summit, Namibia, 2013
Anna Pollock Presentation to Adventure Travel World Summit, Namibia, 2013Anna Pollock Presentation to Adventure Travel World Summit, Namibia, 2013
Anna Pollock Presentation to Adventure Travel World Summit, Namibia, 2013
 
Conscious Travel
Conscious Travel Conscious Travel
Conscious Travel
 
Crossing the Chasm: Entrepreneurs as Agents of Change
Crossing the Chasm: Entrepreneurs as Agents of ChangeCrossing the Chasm: Entrepreneurs as Agents of Change
Crossing the Chasm: Entrepreneurs as Agents of Change
 
Business Activism by Jo Hunter
Business Activism by Jo Hunter Business Activism by Jo Hunter
Business Activism by Jo Hunter
 

Similar to WINTA Lucerne October 2012

Travel 2012 : anna pollock - conscious travel
Travel 2012 : anna pollock - conscious travelTravel 2012 : anna pollock - conscious travel
Travel 2012 : anna pollock - conscious travel
Travel 360°
 
Keynote to TIES 2008
Keynote to TIES  2008Keynote to TIES  2008
Keynote to TIES 2008
Anna Pollock
 
Justin Frances, Responsible travel
Justin Frances, Responsible travelJustin Frances, Responsible travel
Justin Frances, Responsible travel
Innovation Norway
 
Power point presantation
Power point presantationPower point presantation
Power point presantation
MAKHI JOSEPHINE
 
University of Aruba Freshmen Introduction week Aug 2010
University of Aruba Freshmen Introduction week Aug 2010University of Aruba Freshmen Introduction week Aug 2010
University of Aruba Freshmen Introduction week Aug 2010
Edward Erasmus
 

Similar to WINTA Lucerne October 2012 (19)

Travel 2012 : anna pollock - conscious travel
Travel 2012 : anna pollock - conscious travelTravel 2012 : anna pollock - conscious travel
Travel 2012 : anna pollock - conscious travel
 
Keynote to TIES 2008
Keynote to TIES  2008Keynote to TIES  2008
Keynote to TIES 2008
 
Justin Frances, Responsible travel
Justin Frances, Responsible travelJustin Frances, Responsible travel
Justin Frances, Responsible travel
 
Developing an Accessible Tourism Strategy - (Disabled Travelers Guide to the...
Developing an Accessible Tourism Strategy -  (Disabled Travelers Guide to the...Developing an Accessible Tourism Strategy -  (Disabled Travelers Guide to the...
Developing an Accessible Tourism Strategy - (Disabled Travelers Guide to the...
 
Disabled travelers guide to the galaxy
Disabled travelers guide to the galaxyDisabled travelers guide to the galaxy
Disabled travelers guide to the galaxy
 
Tourism, landscapes, authenticity and the experience economy. Our Land.
Tourism, landscapes, authenticity and the experience economy.  Our Land.Tourism, landscapes, authenticity and the experience economy.  Our Land.
Tourism, landscapes, authenticity and the experience economy. Our Land.
 
"For the Benefit and Enjoyment of the People" - Marketing, Sustainability and...
"For the Benefit and Enjoyment of the People" - Marketing, Sustainability and..."For the Benefit and Enjoyment of the People" - Marketing, Sustainability and...
"For the Benefit and Enjoyment of the People" - Marketing, Sustainability and...
 
Brand, responsible tourism and the marketplace
Brand, responsible tourism and the marketplaceBrand, responsible tourism and the marketplace
Brand, responsible tourism and the marketplace
 
How to Use Digital Storytelling and Social Media to Market Your Responsible T...
How to Use Digital Storytelling and Social Media to Market Your Responsible T...How to Use Digital Storytelling and Social Media to Market Your Responsible T...
How to Use Digital Storytelling and Social Media to Market Your Responsible T...
 
Faversham oct2017
Faversham oct2017Faversham oct2017
Faversham oct2017
 
HAROLD GOODWIN
HAROLD GOODWINHAROLD GOODWIN
HAROLD GOODWIN
 
Tourism & Local Development
Tourism & Local Development Tourism & Local Development
Tourism & Local Development
 
Power point presantation
Power point presantationPower point presantation
Power point presantation
 
Justin Francis, Responsible Travel: Norway as destination. A tour operators´s...
Justin Francis, Responsible Travel: Norway as destination. A tour operators´s...Justin Francis, Responsible Travel: Norway as destination. A tour operators´s...
Justin Francis, Responsible Travel: Norway as destination. A tour operators´s...
 
Curating the Future Keynote
Curating the Future KeynoteCurating the Future Keynote
Curating the Future Keynote
 
Role of Indigenous Draft 1
Role of Indigenous Draft 1Role of Indigenous Draft 1
Role of Indigenous Draft 1
 
University of Aruba Freshmen Introduction week Aug 2010
University of Aruba Freshmen Introduction week Aug 2010University of Aruba Freshmen Introduction week Aug 2010
University of Aruba Freshmen Introduction week Aug 2010
 
Presentation made to Environmental Professionals of Sri Lanka
Presentation made to Environmental Professionals of Sri Lanka Presentation made to Environmental Professionals of Sri Lanka
Presentation made to Environmental Professionals of Sri Lanka
 
Day 1 tourism trends in tfc as and protected areas_michael wright_sivest
Day 1 tourism trends in tfc as and protected areas_michael wright_sivestDay 1 tourism trends in tfc as and protected areas_michael wright_sivest
Day 1 tourism trends in tfc as and protected areas_michael wright_sivest
 

More from Anna Pollock

More from Anna Pollock (7)

Power of Regenerative Hospitality.pptx
Power of Regenerative Hospitality.pptxPower of Regenerative Hospitality.pptx
Power of Regenerative Hospitality.pptx
 
Hosts for Life_19.10 copy.pdf
Hosts for Life_19.10 copy.pdfHosts for Life_19.10 copy.pdf
Hosts for Life_19.10 copy.pdf
 
Flourishing Beyond Sustainability .docx
Flourishing Beyond Sustainability .docxFlourishing Beyond Sustainability .docx
Flourishing Beyond Sustainability .docx
 
Atta transcript version 1
Atta transcript version 1Atta transcript version 1
Atta transcript version 1
 
Conscious Travel - not more but better Summary
Conscious Travel - not more but better SummaryConscious Travel - not more but better Summary
Conscious Travel - not more but better Summary
 
Conscious Travel: Signpost Towards a new Model for Tourism
Conscious Travel: Signpost Towards a new Model for TourismConscious Travel: Signpost Towards a new Model for Tourism
Conscious Travel: Signpost Towards a new Model for Tourism
 
Can tourism change its operating model
Can tourism change its operating modelCan tourism change its operating model
Can tourism change its operating model
 

Recently uploaded

Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di PasuruanObat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Jakarta Wa 085176963835 Apotek Jual Obat Cytotec Di Jakarta
 
Constitution of Company Article of Association
Constitution of Company Article of AssociationConstitution of Company Article of Association
Constitution of Company Article of Association
seri bangash
 
What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...
srcw2322l101
 
00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![© ر
00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![©  ر00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![©  ر
00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![© ر
nafizanafzal
 
Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312
LR1709MUSIC
 
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
Khaled Al Awadi
 

Recently uploaded (20)

1Q24_EN hyundai capital 1q performance
1Q24_EN   hyundai capital 1q performance1Q24_EN   hyundai capital 1q performance
1Q24_EN hyundai capital 1q performance
 
Innomantra Viewpoint - Building Moonshots : May-Jun 2024.pdf
Innomantra Viewpoint - Building Moonshots : May-Jun 2024.pdfInnomantra Viewpoint - Building Moonshots : May-Jun 2024.pdf
Innomantra Viewpoint - Building Moonshots : May-Jun 2024.pdf
 
Series A Fundraising Guide (Investing Individuals Improving Our World) by Accion
Series A Fundraising Guide (Investing Individuals Improving Our World) by AccionSeries A Fundraising Guide (Investing Individuals Improving Our World) by Accion
Series A Fundraising Guide (Investing Individuals Improving Our World) by Accion
 
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptxBlinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
 
Navigating Tax Season with Confidence Streamlines CPA Firms
Navigating Tax Season with Confidence Streamlines CPA FirmsNavigating Tax Season with Confidence Streamlines CPA Firms
Navigating Tax Season with Confidence Streamlines CPA Firms
 
PitchBook’s Guide to VC Funding for Startups
PitchBook’s Guide to VC Funding for StartupsPitchBook’s Guide to VC Funding for Startups
PitchBook’s Guide to VC Funding for Startups
 
hyundai capital 2023 consolidated financial statements
hyundai capital 2023 consolidated financial statementshyundai capital 2023 consolidated financial statements
hyundai capital 2023 consolidated financial statements
 
How Do Venture Capitalists Make Decisions?
How Do Venture Capitalists Make Decisions?How Do Venture Capitalists Make Decisions?
How Do Venture Capitalists Make Decisions?
 
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di PasuruanObat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
 
Constitution of Company Article of Association
Constitution of Company Article of AssociationConstitution of Company Article of Association
Constitution of Company Article of Association
 
What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...
 
WAM Corporate Presentation May 2024_w.pdf
WAM Corporate Presentation May 2024_w.pdfWAM Corporate Presentation May 2024_w.pdf
WAM Corporate Presentation May 2024_w.pdf
 
00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![© ر
00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![©  ر00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![©  ر
00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![© ر
 
Hyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings releaseHyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings release
 
Moradia Isolada com Logradouro; Detached house with patio in Penacova
Moradia Isolada com Logradouro; Detached house with patio in PenacovaMoradia Isolada com Logradouro; Detached house with patio in Penacova
Moradia Isolada com Logradouro; Detached house with patio in Penacova
 
Exploring-Pipe-Flanges-Applications-Types-and-Benefits.pptx
Exploring-Pipe-Flanges-Applications-Types-and-Benefits.pptxExploring-Pipe-Flanges-Applications-Types-and-Benefits.pptx
Exploring-Pipe-Flanges-Applications-Types-and-Benefits.pptx
 
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdf
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdfDaftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdf
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdf
 
Should Law Firms Outsource their Bookkeeping
Should Law Firms Outsource their BookkeepingShould Law Firms Outsource their Bookkeeping
Should Law Firms Outsource their Bookkeeping
 
Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312
 
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
 

WINTA Lucerne October 2012

  • 1. Why Indigenous Travel Matters Now Presentation to WINTA, Luzern, October 12th, 2012 Anna Pollock, Founder of Conscious Travel 1
  • 2. Scope 1. Anna: What does Indigenous Mean? Why the time has come for Indigenous Tourism 2. Ben: Indigenous Values – the Contribution 3. Anna: The Role of Indigenous Tourism Going Forward
  • 4. Why The Time For Indigenous Tourism Has Come 1.The state we’re in 2.Why we’re in this state 3.Who Will Fix the Problem? 4.How is the Customer Changing? 5.The Keys to Success
  • 5. Accelerated Consumption THE 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
  • 7. 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?
  • 8. 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.
  • 9. 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: Guardian and land? How will avoid residents’ backlash? How will we protect vulnerable people and cultures? The Island Where Tourist Garbage is Stored in the Maldives Source: China Daily Source: Daily Mail • see: Can Tourism Change its Operating Model?
  • 10. WHY are we in the state we’re in? Industrial Tourism Grew Up In the Age of the Automobile & Mass Everything It borrowed its operating model from manufacturing
  • 11. Based on Assembly Lines, Specialisation & Hierarchies Focus: efficiency & productivity - producing more for less
  • 12. Standardisation, Order, Planning Economies of Scale - consolidation, vertical integration
  • 13. Mass Industrial Tourism Started with Great Promise
  • 14. But Is Now Producing a Different Reality
  • 15. Based on a mindset of boxes and lines
  • 17. In summary, this is a box that.... Productizes Standardizes Homogenizes Commoditizes
  • 18. Who Might Come to help?
  • 19. Who has to Fix the Problem?
  • 20. Who has to Fix the Problem? Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has Margaret Mead
  • 21. What’s Needed to Solve The Challenges
  • 22. Tourism is Human System Embedded in a Biological-Physical System 22
  • 23. A worldview or mindset acts like a lens These lenses are made up of the values beliefs and assumptions that we use to make sense of our world We’re often not aware of our lenses - live in a trance They are very powerful When the lenses change, everything else changes Many are changing their lenses & waking up - becoming conscious
  • 24. when our values and beliefs change so does everything else 24
  • 25. What values and beliefs filter your perception and guide your actions? 25
  • 26. 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 past 26
  • 27. Mindsets Are Already Shifting •many customers are thinking differently •emergence of the conscience consumer •On average just under 50% of consumers prefer to buy from responsible companies •In South America that average is 75% •In Australia - 35%
  • 28. Mindsets Are Already Shifting •other businesses are thinking differently” •growth in “conscious business” and “conscious leadership” •“Business as Usual” is over •Huge opportunities for those who adapt
  • 29. surely there has to be a better way? 29
  • 30. Why Indigenous Travel Matters Now Part 2 Anna Pollock, Founder of Conscious Travel 30
  • 31. Desired Outcomes Higher margins for hosts higher net benefit from tourism to their communities, while increasing resilience and stability and..... 31
  • 32. 32
  • 34. something new is emerging ?
  • 35. The two Keys to Success mindset place Becoming conscious of the way we filter our Valuing each place as unique and sacred and perception based on unexamined assumptions refusing to discount it like a commodity
  • 36. 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, reputation For 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
  • 37. 37
  • 38. 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 fools again---to slow time down and get taken in, and fall in love once more Pico Ayer 38

Editor's Notes

  1. 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