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7to create learning communities (imaginal cells) around the globeofConscious Hosts who work together togenerate above average profits,deliver higher net benefit from tourism to their communities,regenerate cultures and ecosystemswhile increasing their resilience and stabilitybecause .....vision
Mass Industrial Tourism Hangs on the EdgeTourism now supports 1 billioninternational trips a yearIt can produce income, economicgrowth, jobs, foreign exchange,conserve wildlife, preserve cultures..butit doesn’t alwaysAre we at a tipping point?Metaphorically speaking, we’re about toexperience a tourism tsunami +galeforce winds + earthquakeWill the tourism capsule hold out?
Mass Industrial Tourism Hangs on the EdgeIndustrial tourism is producingdiminishing returns for nearlyeverybodyThis graph shows the fate ofindividual destinations - could itapply to industrial tourism as awhole?If yields decline industrial tourismcan only succeed by growing involumeAre we at the inflection point?
Can we handle another 400 million tourists in just 8 years?The Island Where Tourist Garbage is Stored in the MaldivesSource: Daily MailThe Queue to Climb EverestSource: Guardian• see: Can Tourism Change its Operating Model?How will we handle congestion?How will we handle waste?How will we handle emissions?How will we manage our thirst for waterand land?How will avoid residents’ backlash?Protest Sign Erected by Young BalineseSource: ABC They Paved ParadiseSource: China DailyHow will we protect vulnerable people andcultures?
Never doubt that a small group of thoughtful, committed citizenscan change the world.Indeed, it is the only thing that ever hasMargaret MeadChange Can’t and Won’t Come from the Top;real change is emerging from the grassroots
Change Can’t & Won’t Come from the topreal change comes from below
Tourism is Not an Industrial Process but a Living NetworkIT connects the bits & bytes; Travel connects the hearts and minds
56Tourism is Human SystemEmbedded in aBiological-Physical System
57Tourism NeedsA New Definition and Measure of Success•better not bigger•healthier•more resilient•benefit a wider range of stakeholdersNew Focus - from product to experience of placeNew Operating ModelNew Approaches•capacity building•community based•collaborative learningNew Skills & Characteristics•curiosity•collaborative & communicative•caring, empathy•inner first, other second - conscious leadership•integrity (walk the talk)
63Where have we come from?OLD MODELMODELOLD LENSESWe live in a material world, a dead universe thatoperates like a machineHumans are superior & have the right to exploit otherlife formsThe earth exists as a lumberyard, full of resources, wecan extract to make and sell stuffIt’s a dog eat dog world out there - he who makes themost winsTo get ahead look out for “number one”. Business islike warIt’s a race against time - if you don’t get there someoneelse willIn the total scheme of things we’re insignificantThat’s life - it’s harsh; suck it up!
64Tourism Through an Industrial LensGuests are segments to be targeted and the prize is share of walletBoth parties (consumer and provider) attempt to win at the cost ofthe other. AdversarialGuests seek to get the best or cheapest deal; producers try to maintain their marginRugged independence + materialism creates a mindset of exploitation - animals,landscapes, plants are resources, then products that can be used to produce profitThe Industry is fragmented - each provider looks after his piece of the guest experienceand larger agencies are divided into functional silos.Disconnect from nature - it’s the economy, stupid! Lack of appreciation of limits orconsequences.The tourism industry resist paying for the ecosystem services it has enjoyed for free inthe past
66Where might we be going forward?NEW LENSESThe universe is not dead but alive, dynamic and constantly evolvingThere’s no disputing - the universe is not made up of objects but packets of energy thatare entangled.Everything is connected and there’s no such thing as objectivity96% of what makes up the universe is invisible - it cannot be sensedRevelations from Physics and Cosmology
67Where might we be going forward?NEW LENSESCompetition only one way of operating associated with immature ecosystemsAdvances in neuroscience showing how plastic our brains areOur thinking and intentions can change outcomes99% of us have yet to realise and express our true power and potentialRevelations from Biology and Neuroscience
68Where might we be going forward?NEW LENSESEven economists, capitalists, accountants are questioning what we should measure andfocus onBusiness is now recognising there are limits to what the earth can absorb and ecosystemservices should be paid forProfits are more likely to occur and sustained if making them isn’t our primary focus.New Thinking in the Social Sciences
71blaze a trail and leavebreadcrumbs or markers
72PlentyNEW MODELMODELPlentyenough, sufficiencyimplicit a sense oflimitsadequate - don’tneed moreimplies that multiplestakeholders benefitfocus on quality notquantity“wellth” andhappiness vs wealth
73PlentyPeopleNEW MODELMODELPeopleencountersrelationshiptrusttransactions onlyoccur if trust ispresent
74PlentyPeoplePlaceNEW MODELMODEL Placeeach place is uniqueunique places sustainvaluePersonality of PlaceLiving Presence -essence,spirit, soulIndigenous peopleunderstand places resacred
76PlentyPeoplePlacePurposeNEW MODELMODELPurposewhat’s the higherpurpose of thebusiness?why shouldemployees bringtheir whole selvesto work?people seekingmeaningconscious travellersseeking to bechangedHigher purposeignites Passion
77PlentyPeoplePullPlacePurposeNEW MODELMODEL Pullchallenge is to attractpower shifted to guestto be magnetic youhave to be clear aboutwho you are and sendout strong signalsyou need to mastersocial technologies andmedia in order tosustain relationshipsand build trust
78PlentyPeoplePullProtectionPlacePurposeNEW MODELMODEL ProtectionHosts must becomeproactive champions &custodiansCompliance and CSRprograms not enough“Licence to Operate”will depend on minimal(preferable zero)footprint
79PlentyPeoplePullProtectionPlacePurposePaceNEW MODELMODEL Pacehelp guests learn theart of livingrediscover what itmeans to be a humanbeing not a humandoinglearn to savour &satiate the sensesincrease length of stayand spend
81How Do We Midwife This Birth?A MindsetA MovementA creative e-learning programThere is no single blueprint on a shelf; no instantlyavailable “how to manual” It’s up toyou-us to create them
82Four Key Elements• People• Program• Platform• Participation & Support
83peer to peercollaborationcuriosityself-directioncommitment to collaboratecapacity to experimentwillingness to invest a yeardesire to build a better model
84Conscious Host3. Values & Purpose2. Mindset4. Power of Place5. Culture/Personality6. Ideal Customer7. Ideal Employee8. Stewardship10. Social Marketing9. ExperienceDesign11. CommunityOutreach 12. Global Outreach1. Where are We Now? Where Do We Wish To Go?12 Step Transformation Programcore 12 stepprogram
85peer to peercollaborationCommunityofConsciousHosts12 StepTransformationProgramonline platformoffline support &coachingFour Key Elements
86Roles & ResponsibilitiesConscious Travel will supplyresourcesParticipants will determinepriorities, projects, methodsand outcomesNo imposition fromexternal authoritiesThe scope, scale andoriginality of solutions willbe owned by participants
87Accountability & ResultsParticipants will design andtrack a set ofKey Performance Indicatorsfor their own business andtogether the group will setthem for community-basedprojectsFocus to be on:yieldnet benefits to all stakeholdersresiliencereduced volatility
88Imagine......a network of host communitieseach exploring how to deliver netbenefits from tourism,a good living for people,and transformative experiencesfor guestseach intheir own way?
89In the same way that cells combine to form different organs of thebody, so will the collective output of these cells combine to create anew organic, ecological form of tourism -one that isenvironmentally sustainable, socially just andspiritually fulfilling
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