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. 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. 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
nature
• 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

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
Revitalises
Sequesters
Engages
Expresses
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 community health and well-being.
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