1.
THRIVABLE TOURISM

2.
IN THE MACHINE STORY,
THE ONLY THING THAT MATTERS
IS PRODUCTIVITY AND PROFITABILITY

3.
THE MACHINE STORY HAS LED
TO ALL KINDS OF PROBLEMS

4.
MACHINE LIVING SYSTEM
SHIFTING THE GUIDING STORY

5.
THE INFORMED INTENTION AND PRACTICE
OF CREATING THE FERTILE CONDITIONS
FOR LIFE TO THRIVE

6.
CELLS IN YOUR BODY BEES IN A COLONY
TREES IN A FOREST
PEOPLE & ENTERPRISES
IN A COMMUNITY
1. THERE ARE PARTS

7.
THE MORE DIVERGENT
(OR DIVERSE) THE PARTS,
THE MORE RESILIENT, ADAPTIVE
AND CREATIVE THE
LIVING SYSTEM WILL BE.

8.
2. THERE ARE RELATIONSHIPS
THE PATTERNS AND STRUCTURES
OF INTERACTIONS BETWEEN PARTS

9.
E.G., CIRCULATORY, DIGESTIVE, SKELETAL &
OTHER SYSTEMS & STRUCTURES
E.G., THE HIVE STRUCTURE; THE DANCES BEES
USE TO COMMUNICATE
E.G., MYCELIAL NETWORKS TREES USE TO
DISTRIBUTE NUTRIENTS ACROSS THE FOREST
E.G., THE INFRASTRUCTURE & PATTERNS OF
INTERACTION IN A PLACE

10.
THE MORE STABLE AND DYNAMIC THE RELATIONSHIPS ARE,
THE MORE RESILIENT, ADAPTIVE AND CREATIVE
THE LIVING SYSTEM WILL BE.

11.
YOUR BODY THE BEE COLONY
THE FOREST
3. THERE IS WHOLENESS
AN EMERGENT LEVEL OF LIFE WITH CHARACTERISTICS & CAPABILITIES OF ITS OWN
THAT CAN’T BE UNDERSTOOD BY LOOKING ONLY AT THE PARTS
THE VISITOR EXPERIENCE

12.
THE MORE CONVERGENT THE WHOLE,
THE MORE RESILIENT, ADAPTIVE AND CREATIVE
THE LIVING SYSTEM WILL BE.

13.
IN COMMUNITIES,
IT IS A SHARED STORY
THAT CREATES
WHOLENESS -
AND WITH IT,
EMERGENCE OF
NEW CAPABILITIES.

14.
4. THERE IS A
“SELF-INTEGRATING
PROPERTY”

15.
THAT’S LIFE,RIGHT?
IT’S WHATEVER IT IS THAT ANIMATES US AND MAKES US ALIVE.

16.
TO STEWARDS OR GARDENERS
OF SOMETHING PRECIOUS AND
ALIVE.
FROM DRIVERS OF A MACHINE...

17.
LIFE’S UNIVERSAL DESIGN PRINCIPLES
1. PARTS 2. RELATIONSHIP
3. WHOLENESS 4. LIFE!

18.
DIVERGENT PARTS
(place-keepers / hosts
& enterprises)
TOURISM AS A LIVING ECOSYSTEM

19.
DIVERGENT PARTS
(place-keepers / hosts
& enterprises)
CONVERGENT
WHOLENESS
(purpose / visitor
experience)
TOURISM AS A LIVING ECOSYSTEM

20.
RELATIONSHIP
(place / infrastructure
interactions)
DIVERGENT PARTS
(place-keepers / hosts
& enterprises)
Just under the bark of a tree lies the cambium, a thin layer of living tissue. This is where life flows between the roots and the
leaves.
The central core of the trunk is dead. But it plays a vital role in supporting thrivability by raising the leaves up to the light and life
of the sun.
CONVERGENT
WHOLENESS
(purpose / visitor
experience)
TOURISM AS A LIVING ECOSYSTEM

21.
WHAT IS THE ONE CONVERSATION
YOU ALL WANT TO HAVE WITH THE WORLD?

22.
“We actually listened to what was in the
center - to what the organization
wanted to tell us, what does it want to
become….”
- Julie Bourbonnais, Assistant Director, Espace pour la vie

23.
RELATIONSHIP
(place / infrastructure
interactions)
DIVERGENT PARTS
(placekeepers / hosts
& enterprises)
Just under the bark of a tree lies the cambium, a thin layer of living tissue. This is where life flows between the roots and the
leaves.
The central core of the trunk is dead. But it plays a vital role in supporting thrivability by raising the leaves up to the light and life
of the sun.
CONVERGENT
WHOLENESS
(purpose / visitor
experience)
TOURISM AS A LIVING ECOSYSTEM

24.
PURPOSE
(CONVERGENCE: VISITOR EXPERIENCE)
Who are we serving?
What is our shared project?
PLACEKEEPERS
(DIVERGENCE: HOST EXPERIENCE)
How can we serve the project?
How can the project serve us?
PLACE
(RELATIONSHIP: INFRASTRUCTURE &
INTERACTIONS)
What is our playground?
What is the story?
What are the rules?
THE DNA OF THRIVABLE TOURISM
Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.

25.
Mastery
“I am awesome
(and getting better!)”
Enabling people to bring
the best of their talent, passion &
creativity to their work.
PURPOSE
(CONVERGENCE: VISITOR EXPERIENCE)
Who are we serving?
What is our shared project?
PLACEKEEPERS
(DIVERGENCE: HOST EXPERIENCE)
How can we serve the project?
How can the project serve us?
PLACE
(RELATIONSHIP: INFRASTRUCTURE &
INTERACTIONS)
What is our playground?
What is the story?
What are the rules?
THE DNA OF THRIVABLE TOURISM
Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.

26.
Mastery
“I am awesome
(and getting better!)”
Enabling people to bring
the best of their talent, passion &
creativity to their work.
PURPOSE
(CONVERGENCE: VISITOR EXPERIENCE)
Who are we serving?
What is our shared project?
PLACEKEEPERS
(DIVERGENCE: HOST EXPERIENCE)
How can we serve the project?
How can the project serve us?
Membership
“I belong here”
Enabling people to feel connected
to work, team, enterprise, visitor &
community.
PLACE
(RELATIONSHIP: INFRASTRUCTURE &
INTERACTIONS)
What is our playground?
What is the story?
What are the rules?
THE DNA OF THRIVABLE TOURISM
Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.

27.
Mastery
“I am awesome
(and getting better!)”
Enabling people to bring
the best of their talent, passion &
creativity to their work.
PURPOSE
(CONVERGENCE: VISITOR EXPERIENCE)
Who are we serving?
What is our shared project?
PLACEKEEPERS
(DIVERGENCE: HOST EXPERIENCE)
How can we serve the project?
How can the project serve us?
Membership
“I belong here”
Enabling people to feel connected
to work, team, enterprise, visitor &
community.
PLACE
(RELATIONSHIP: INFRASTRUCTURE &
INTERACTIONS)
What is our playground?
What is the story?
What are the rules?
THE DNA OF THRIVABLE TOURISM
Meaning
“I’m deeply proud
of what I do”
Enabling people to apply
their best talents
toward something worthy.
Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.

28.
Mastery
“I am awesome
(and getting better!)”
Enabling people to bring
the best of their talent, passion &
creativity to their work.
PURPOSE
(CONVERGENCE: VISITOR EXPERIENCE)
Who are we serving?
What is our shared project?
Contribution
“Your offering
is great!”
Delivering your core product or
service ever more excellently.
PLACEKEEPERS
(DIVERGENCE: HOST EXPERIENCE)
How can we serve the project?
How can the project serve us?
Membership
“I belong here”
Enabling people to feel connected
to work, team, enterprise, visitor &
community.
PLACE
(RELATIONSHIP: INFRASTRUCTURE &
INTERACTIONS)
What is our playground?
What is the story?
What are the rules?
THE DNA OF THRIVABLE TOURISM
Meaning
“I’m deeply proud
of what I do”
Enabling people to apply
their best talents
toward something worthy.
Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.

29.
Mastery
“I am awesome
(and getting better!)”
Enabling people to bring
the best of their talent, passion &
creativity to their work.
PURPOSE
(CONVERGENCE: VISITOR EXPERIENCE)
Who are we serving?
What is our shared project?
Contribution
“Your offering
is great!”
Delivering your core product or
service ever more excellently.
PLACEKEEPERS
(DIVERGENCE: HOST EXPERIENCE)
How can we serve the project?
How can the project serve us?
Community
“Your offering is for people
like me”
Enabling relationship and
responsiveness.
Membership
“I belong here”
Enabling people to feel connected
to work, team, enterprise, visitor &
community.
PLACE
(RELATIONSHIP: INFRASTRUCTURE &
INTERACTIONS)
What is our playground?
What is the story?
What are the rules?
THE DNA OF THRIVABLE TOURISM
Meaning
“I’m deeply proud
of what I do”
Enabling people to apply
their best talents
toward something worthy.
Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.

30.
Mastery
“I am awesome
(and getting better!)”
Enabling people to bring
the best of their talent, passion &
creativity to their work.
PURPOSE
(CONVERGENCE: VISITOR EXPERIENCE)
Who are we serving?
What is our shared project?
Contribution
“Your offering
is great!”
Delivering your core product or
service ever more excellently.
PLACEKEEPERS
(DIVERGENCE: HOST EXPERIENCE)
How can we serve the project?
How can the project serve us?
Community
“Your offering is for people
like me”
Enabling relationship and
responsiveness.
Heroic Cause
“I’m so happy you exist!”
Creating something worthy of
loyalty and enthusiasm.
Membership
“I belong here”
Enabling people to feel connected
to work, team, enterprise, visitor &
community.
PLACE
(RELATIONSHIP: INFRASTRUCTURE &
INTERACTIONS)
What is our playground?
What is the story?
What are the rules?
THE DNA OF THRIVABLE TOURISM
Meaning
“I’m deeply proud
of what I do”
Enabling people to apply
their best talents
toward something worthy.
Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.

31.
Mastery
“I am awesome
(and getting better!)”
Enabling people to bring
the best of their talent, passion &
creativity to their work.
PURPOSE
(CONVERGENCE: VISITOR EXPERIENCE)
Who are we serving?
What is our shared project?
Contribution
“Your offering
is great!”
Delivering your core product or
service ever more excellently.
Structure
“We have the support we
need to make our offer”
Designing physical & conceptual
frameworks that support
Contribution & Mastery.
PLACEKEEPERS
(DIVERGENCE: HOST EXPERIENCE)
How can we serve the project?
How can the project serve us?
Community
“Your offering is for people
like me”
Enabling relationship and
responsiveness.
Heroic Cause
“I’m so happy you exist!”
Creating something worthy of
loyalty and enthusiasm.
Membership
“I belong here”
Enabling people to feel connected
to work, team, enterprise, visitor &
community.
PLACE
(RELATIONSHIP: INFRASTRUCTURE &
INTERACTIONS)
What is our playground?
What is the story?
What are the rules?
THE DNA OF THRIVABLE TOURISM
Meaning
“I’m deeply proud
of what I do”
Enabling people to apply
their best talents
toward something worthy.
Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.

32.
Mastery
“I am awesome
(and getting better!)”
Enabling people to bring
the best of their talent, passion &
creativity to their work.
PURPOSE
(CONVERGENCE: VISITOR EXPERIENCE)
Who are we serving?
What is our shared project?
Contribution
“Your offering
is great!”
Delivering your core product or
service ever more excellently.
Structure
“We have the support we
need to make our offer”
Designing physical & conceptual
frameworks that support
Contribution & Mastery.
PLACEKEEPERS
(DIVERGENCE: HOST EXPERIENCE)
How can we serve the project?
How can the project serve us?
Community
“Your offering is for people
like me”
Enabling relationship and
responsiveness.
Heroic Cause
“I’m so happy you exist!”
Creating something worthy of
loyalty and enthusiasm.
Membership
“I belong here”
Enabling people to feel connected
to work, team, enterprise, visitor &
community.
PLACE
(RELATIONSHIP: INFRASTRUCTURE &
INTERACTIONS)
What is our playground?
What is the story?
What are the rules?
THE DNA OF THRIVABLE TOURISM
Systems
“How we do things flows”
Designing flow for getting things
done, sharing information & making
decisions.
Meaning
“I’m deeply proud
of what I do”
Enabling people to apply
their best talents
toward something worthy.
Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.

33.
Mastery
“I am awesome
(and getting better!)”
Enabling people to bring
the best of their talent, passion &
creativity to their work.
PURPOSE
(CONVERGENCE: VISITOR EXPERIENCE)
Who are we serving?
What is our shared project?
Contribution
“Your offering
is great!”
Delivering your core product or
service ever more excellently.
Structure
“We have the support we
need to make our offer”
Designing physical & conceptual
frameworks that support
Contribution & Mastery.
PLACEKEEPERS
(DIVERGENCE: HOST EXPERIENCE)
How can we serve the project?
How can the project serve us?
Community
“Your offering is for people
like me”
Enabling relationship and
responsiveness.
Heroic Cause
“I’m so happy you exist!”
Creating something worthy of
loyalty and enthusiasm.
Story
“We reflect & renew”
Designing strategies & disciplines
to ensure coherence, learning &
evolution at every level.
Membership
“I belong here”
Enabling people to feel connected
to work, team, enterprise, visitor &
community.
PLACE
(RELATIONSHIP: INFRASTRUCTURE &
INTERACTIONS)
What is our playground?
What is the story?
What are the rules?
THE DNA OF THRIVABLE TOURISM
Systems
“How we do things flows”
Designing flow for getting things
done, sharing information & making
decisions.
Meaning
“I’m deeply proud
of what I do”
Enabling people to apply
their best talents
toward something worthy.
Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.

34.
Mastery
“I am awesome
(and getting better!)”
Enabling people to bring
the best of their talent, passion &
creativity to their work.
PURPOSE
(CONVERGENCE: VISITOR EXPERIENCE)
Who are we serving?
What is our shared project?
Contribution
“Your offering
is great!”
Delivering your core product or
service ever more excellently.
Structure
“We have the support we
need to make our offer”
Designing physical & conceptual
frameworks that support
Contribution & Mastery.
PLACEKEEPERS
(DIVERGENCE: HOST EXPERIENCE)
How can we serve the project?
How can the project serve us?
Community
“Your offering is for people
like me”
Enabling relationship and
responsiveness.
Heroic Cause
“I’m so happy you exist!”
Creating something worthy of
loyalty and enthusiasm.
Story
“We reflect & renew”
Designing strategies & disciplines
to ensure coherence, learning &
evolution at every level.
Membership
“I belong here”
Enabling people to feel connected
to work, team, enterprise, visitor &
community.
PLACE
(RELATIONSHIP: INFRASTRUCTURE &
INTERACTIONS)
What is our playground?
What is the story?
What are the rules?
THE DNA OF THRIVABLE TOURISM
Systems
“How we do things flows”
Designing flow for getting things
done, sharing information & making
decisions.
Meaning
“I’m deeply proud
of what I do”
Enabling people to apply
their best talents
toward something worthy.
[what/craft] [how/co-create] [why/cultivate]
Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.

35.
Mastery
“I am awesome
(and getting better!)”
Enabling people to bring
the best of their talent, passion &
creativity to their work.
PURPOSE
(CONVERGENCE: VISITOR EXPERIENCE)
Who are we serving?
What is our shared project?
Contribution
“Your offering
is great!”
Delivering your core product or
service ever more excellently.
Structure
“We have the support we
need to make our offer”
Designing physical & conceptual
frameworks that support
Contribution & Mastery.
PLACEKEEPERS
(DIVERGENCE: HOST EXPERIENCE)
How can we serve the project?
How can the project serve us?
Community
“Your offering is for people
like me”
Enabling relationship and
responsiveness.
Heroic Cause
“I’m so happy you exist!”
Creating something worthy of
loyalty and enthusiasm.
Story
“We reflect & renew”
Designing strategies & disciplines
to ensure coherence, learning &
evolution at every level.
Membership
“I belong here”
Enabling people to feel connected
to work, team, enterprise, visitor &
community.
PLACE
(RELATIONSHIP: INFRASTRUCTURE &
INTERACTIONS)
What is our playground?
What is the story?
What are the rules?
= Stewardship
Supporting the fertile conditions
for life to thrive at every level
THE DNA OF THRIVABLE TOURISM
Systems
“How we do things flows”
Designing flow for getting things
done, sharing information & making
decisions.
Meaning
“I’m deeply proud
of what I do”
Enabling people to apply
their best talents
toward something worthy.
[what/craft] [how/co-create] [why/cultivate]
Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.

36.
As a species, our only salvation is to get more informed and more
intentional about aligning with life, so that:
• Hosts, visitors and other individuals experience more aliveness,
joy, justice, learning, self-expression and self-awareness;
• Enterprises achieve their intended purpose creatively, gracefully and
resiliently, while attracting and cultivating necessary resources;
• The community discovers more connectedness, creativity, resilience and
self-reliance;
• The biosphere is supported in its ability to be healthy and regenerative
over time.
WHY THRIVABLE TOURISM?

37.
WHAT IS THE ONE CONVERSATION
YOU ALL WANT TO HAVE WITH THE WORLD?

38.
Mastery
“I am awesome
(and getting better!)”
Enabling people to bring
the best of their talent, passion &
creativity to their work.
PURPOSE
(CONVERGENCE: VISITOR EXPERIENCE)
Who are we serving?
What is our shared project?
Contribution
“Your offering
is great!”
Delivering your core product or
service ever more excellently.
Structure
“We have the support we
need to make our offer”
Designing physical & conceptual
frameworks that support
Contribution & Mastery.
PASSION
(DIVERGENCE: HOST EXPERIENCE)
How can we serve the project?
How can the project serve us?
Community
“Your offering is for people
like me”
Enabling relationship and
responsiveness.
Heroic Cause
“I’m so happy you exist!”
Creating something worthy of
loyalty and enthusiasm.
Story
“We reflect & renew”
Designing strategies & disciplines
to ensure coherence, learning &
evolution at every level.
Membership
“I belong here”
Enabling people to feel connected
to work, team, enterprise, visitor &
community.
PLACE
(RELATIONSHIP: INFRASTRUCTURE &
INTERACTIONS)
What is our playground?
What is the story?
What are the rules?
= Stewardship
Supporting the fertile conditions
for life to thrive at every level
THE DNA OF THRIVABLE TOURISM
Systems
“How we do things flows”
Designing flow for getting things
done, sharing information & making
decisions.
Meaning
“I’m deeply proud
of what I do”
Enabling people to apply
their best talents
toward something worthy.
© Michelle Holliday, with gratitude to Belina Raffy
and Julie Bourbonnais for extensive contributions CC Attribution-ShareAlike (CC BY-SA)
[what/craft] [how/co-create] [why/cultivate]
Fertile conditions that must be cultivated continuously for a tourism ecosystem to thrive.