The document emphasizes the necessity of regenerative hospitality to foster thriving destinations, advocating for a transformative approach to tourism and food. It highlights the importance of seeing hospitality as a means of revitalizing communities and ecosystems, rather than merely a service. Key strategies include understanding local characteristics, supporting sustainable food practices, and fostering connections within communities to create a just and regenerative future.

1. The Power of
Regenerative
Hospitality to
Create Flourishing
Destinations
Anna Pollock,
Founder Conscious Travel

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
differently, regeneratively…..
My Role and Purpose

3. VUCA
What’s really happening now?

5. SYMPTOMS NOT CAUSES
These are all symptoms of
a system that’s flawed.

6. A lesson in Cognitive Dissonance
The writing is on the proverbial
wall
The Travel Foundation, 2023

7. 2020 - rethink
tourism
2021- help - no
workers
Boom 2023 –
amnesia and…
Pandemic Inspired Good
Intentions

8. A case of amnesia?

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
half!
The number of tourists
will double to 3 billion by
2034!
2023 - Tourism facing some harsh
challenges

10. TIME
Source: A. Pollock based on Rees & Sanford
Systems Change Is Required
Regenerating
GENERATIVE
Take, make, sell,
waste, discard
Less harmful
Mitigate Risk
Eiiminate RISK
Restore, regenerate, evolve innate capability
Degenerating
Extractive
Do More Good –
Repair
Tourism & Hospitality
we’re HERE

11. Regenerative Responses Arising Across the Board
ECONOMICS
BUILT
ENVIRONMENT
AGRICULTURE
HOSPITALITY
HEALTHCARE EDUCATION
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
evolve”
• 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:
• Personal
• Enterprise
• Community – destination
How is it Different?

14. We’re not machines made up of separate parts

15. Not boxes and lines

16. Self organising entties in dynamic relationship

17. We need to live by Nature’s rules

18. RE-THINK PURPOSE

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*:
PLANET
NATION
COMMUNITY
ENTERPRISE
PERSON
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
is strengthened
• 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. We’re already in
the re-vitalization business !!
TRAVEL & HOSPITALITY PURPOSE

21. PLUS!
• 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
hospitality.
TO HOST IS TO MAKE WHOLE !

22. PLACES
GUEST
HOST
MEDICINE
WELLNESS
HEALTH
CREATIVE
CULTURE
HERITAGE
INDIGENOUS
CARBON
SEQUESTRATION
FARMING
LAND
&
SOIL
FOOD
PRODUCERS
BIODIVERSITY
SEEDS
LANDSCAPE
RESTORATION
GOVERNANCE
inclusion
WOMEN
NATURE
BASED
HUMAN
RIGHTS
EQUITY
CULINARY
GASTRONOMY
FOOD
LEARNING
ECONOMIC
DEVELOPMENT
SOCIAL
ENTERPRISE
INVESTMENT
TOURISM
See ourselves as part of the whole system

23. What NOT to Do!
Treat Food & Drink as Commodities, albeit with USP’s!

24. Instead, see FOOD as THE agent that
Revitalis
es
Sequester
s
Engages
Expresse
s
Connects
Educates
Attracts
Heals

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 generations;
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
flourishing/well being
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
internationally
- Visitors look for regenerative healing experiences, connected to
people and nature
- Upscale travellers prefer high quality food that is story-rich and
sustainably sourced
.
- 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.
Tourism Benefits

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 here??
• 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
Give Yourselves a Stretch Goal

30. Be Inspired
Be Inspired!

31. https://www.youtube.com/watch?v=Y7-LlMVtaZc
Be Inspired

32. My Inspiration

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!
www.regenerativetourism.com
www.backtolifenetwork.co.nz
• 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
systemic change.
• Anna Pollock is a UK-based international
consultant, change agent, speaker, writer
committed to supporting systemic change.
anna@conscious.travel
+44 7799758672
hello@thehive.place