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For more information: http://conscious.travel/
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How the Game is Changing Through Conscious Travel building a better tourism for more
for
The Victoria Tourism Industry Council
Anna Pollock, Founder, Conscious Travel
July, 2014
My Purpose Today
Why we need to change the game
Introduction to Conscious Travel
Perspectives and Principles
How to Flourish in a VUCA world
A Radical Re-think Is Needed
Re-thinking has Started Elsewhere
Medicine Education Agriculture
Drivers That Push and Pull
“This report
shows the world
on a
development
trajectory that is
not sustainable.
If we fail to alter our patterns of
production and consumption,
things will go badly wrong.”
10 mega-forces, all connected
in ways we don’t fully
understand.
The Earth’s environmental
system is simultaneously
coming under increasing
stress. Future simultaneous
shocks to both systems
could trigger the “perfect
global storm”, with
potentially insurmountable
consequences.
50 risk sources, all
connected in ways
we don’t fully
understand
TOP 4
• Wealth Disparity
• Debt
• Financial Instability
• Global
Governance
Failure
Source: Globescan
Science unravelling many primary
assumptions Quantum Physics
Cosmology
Neuroscience, brain plasticity
Cell Biology
Genetics & Epigenetics
Consciousness even!
Connectivity enabling instant,
ubiquitous sharing of knowledge
Humankind a conscious
evolutionary force
11
DOING GOOD IS GOOD FOR BUSINESS:
12
DOING GOOD IS GOOD FOR BUSINESS:
The Tourism Story
The Promise, The Goal
This is how the world really works
Where on this curve are we?
The Result
• Growth in volume but more:
• Volatility
• DIMINISHING RETURNS
• Lower Spending per capita
• Growing congestion
• Mountains of waste
• Resident backlash
90% + of demand
factors outside of
the control of
anyone in tourism
The Island Where Tourist Garbage is Stored in the Maldives
Source: Daily Mail
The Queue to Climb Everest
Source: 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 water
and land?
How will avoid residents’ backlash?
Protest Sign Erected by Young Balinese
Source: ABC They Paved Paradise
How will we protect vulnerable people
and cultures?
Can we really handle another 600 million in just 12 more years?
Breakdown or breakthrough?
How do we breakthrough?
How do we cross the chasm?
1. Change our awareness
Change our minds, our mindsets
“We have one
generation in
which to shift
human
consciousness”
Jeremy Rifkin
“The deepest crises experienced
by any society are those moments
of change when the story becomes
inadequate for meeting the survival
demands of a present situation.”
2. Imagine a better world
2. Imagine a better world, be positive
2. Imagine a better world, spread hope “Active hope doesn’t
require our optimism, we
can apply it even in areas
where we feel hopeless.
The guiding impetus is
intention; we choose what
we aim to bring about, act
for or express.. …Passive
Hope is about waiting for
external agencies to bring
about what we desire.
Active Hope is about
becoming active
participants in bringing
about what we hope for.”
3. Change our relationship to Nature
"The tree which moves some
to tears of joy is, in the eyes
of others, only a green thing
which stands in the way,
Some see Nature all ridicule
and deformity, and some
scarce see Nature at all.
But to the eyes of the man of
imagination, Nature is
Imagination itself.
As a man is, so he sees."
William Blake
Change the way we see
3. feel, see, experience nature as benign, nurturing, intelligent
35
When you want to build a ship, you
don’t start collecting wood, cutting
planks and distributing work, but
waken in the heart of people, a
longing for the great and endless
sea.
Antoine St Expury
can “read the love letters sent
by the wind and the rain, the
snow and the moon”
Our Purpose – to help our
guests fall in love with life and
Mother Earth and so that they
too
36
The real purpose of tourism
To have them fall in love again with life
To move our guests from numbness to
aliveness
from indifference to empathy
37
To have our guests experience wonder
4. Re-frame growth in qualitative terms
Human Development
Source: Richard Barrett
Evolution is pervasive and persistent At a collective and personal level
4. Reframe growth as FLOURISHING
5. Focus on Community
“To build a popular
environmentalism, we
need to restore in
people
pride of place”
The Conscious Travel Vision
A model
A Collaborative Learning Platform
A global network of learning
communities
The Model
The Tourism Ecosystem
45
PURPOSE
PEOPLE
PLACE
PROTECTION PACE
PROXIMITY
PERFORMANCE PULL
Principles
46
PURPO
SE
PURPOS
E
• The Why?
• From growth to
thriving, flourishing
• Enliven
• Enlighten
• Engage
• Enrich
• HIGHER NET
BENEFIT
• Not more, but
better and better
for more!
47
PEOPLE
PURPOSE
• THE
ENCOUNTER
• Guest meets Host
• Involves all senses
• Affects the whole
person – body,
mind, heart and
soul
• Caring passionate
hosts create
happy, transformed
guests
• Engagement
• Culture
• Leadership
• R3
PEOPLE
48
The Encounter is CRITICAL! What factors influence choice of
hotel?
49
• Both parties must
flourish and thrive
• Flourishing is more
than a transaction
• Occurs when:
• Happy, fulfilled guests
• Refer others
• Return
• Rave
• Happy fulfilled hosts
enthusiastically
encourage & enable
their guest to explore
more, stay longer,
value more and care
more
Great Encounters!
50
PURPOSE
• Places are NOT
commodities
• Each has its own
unique essence or
spirit
• Unique mix of
geography, history,
people
• Can’t be
outsourced
• Places are
COMMUNITIES
• Identity
• Celebrate Revere
PEOPLE
PLACE
PLACE
51
If we are going to take care of Mother
Earth, we must learn to love her.
52
PURPOSE
• SLOW down
• LOCAL
• Small
• Experience don’t
do
• Wonder & awe
PEOPLE
PLACE
PACE
PROXIMIT
Y
PACE
PROXIMIT
Y
53
PURPOSE
• Conservation
• Stewardship
• Regeneration
• Minimum Harm
• Protect and
revitalise cultures
• Respect residents
• Nurture Conscious
travelers
PEOPLE
PLACE
PROTECTION PACE
PROXIMIT
Y
PROTECTION
54
PURPOSE
• Attracting the right
visitor
• Support not sell
• All business is
social
• Need for Digital
Literacy
• It’s the
ENCOUNTER
remember?
• Rave, Refer,
Return
PEOPLE
PLACE
PROTECTION PACE
PROXIMIT
Y
PULL
PULL
55
All Business is Social
56
PURPOSE
• We manage what
we measure
• Measure what
matters!
• Not volume but net
benefit – community
health & well-being
• Customer delight ----
• R3 NPS
• Smaller footprint
• Sense of welcome &
enthusiasm from
hosts
PEOPLE
PLACE
PROTECTION PACE
PROXIMIT
Y
PERFORMAN
CE PULL
PERFORMAN
CE
57
PURPOSE
PEOPLE
PLACE
PROTECTION PACE
PROXIMITY
PERFORMANCE PULL
Integrated, Holistic Model
58
Assumptions
1. The task at hand is to re-connect
and align with Life itself - Harmony
with Nature;
2. Re-think our collective goals: from
growth to flourishing;
3. Hosts to become active change
agents;
4. Tourism enterprises will flourish by
digging deep into purpose;
5. The model will change because
human values are changing; and
6. Change starts and ends in
community
Imagine......
a network of host communities
each exploring how to deliver
net benefits from tourism,
a good living for people,
and transformative
experiences for guests
each in
their own way?
60
In the same way that cells combine to form different organs of the
body, so will the collective output of these cells combine to create
a new organic, ecological form of tourism -
one that is
environmentally sustainable, socially just and
spiritually fulfilling
www.conscious.travel
www.slideshare.net/AnnaP 61