aboriginal tourism: your time has come
DESCRIPTION
the role of indigenous tourism operators in creating a better,more sustainable form of tourismTRANSCRIPT
Aboriginal Tourism: Your Time Has Come
Anna Pollock, Founder, Conscious [email protected]
2013 National Aboriginal Tourism
Opportunities Conference
Osoyoos
www.slideshare.net/AnnaP www.conscious.travel
Transformation
Hopedale, Labrador, 1967
Transformation
Lady Skidoo Champion, 1967!
Transformation
Bali, pre-electricity & tourism, 1973
Message
1.Your time has come but don’t hesitate, as we haven’t much time
2.Tourism needs your perspective and values
3.Humanity needs your worldview4.There IS a market that values what you
stand for5.The path to that market is not that well
worn – you have to create it.
Accelerated Consumption
Climate Change
Energy & Fuel
Material Resource Scarcity
Food scarcity
Water Scarcity
Ecosystem Decline
Disparate Prosperity
Government Debt
Lack of Global Governance
Political Instability
Pandemics
THE PERFECT STORM
Breakdown or Breakthrough?
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Business is Getting the Message
“ population growth, exploitation of natural resources, climate change and other factors are putting the world on a development trajectory that is not sustainable…if we fail to alter our patterns of production and consumption, things will begin to go badly wrong”
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Costs and Risk to Increase
“ The resources on which businesses rely will become more difficult to access and more costly. There will be an increasing strain on infrastructure and natural systems as patterns of economic growth and wealth change. Physical assets and supply chains will be affected by the unpredictable results of a warming world”
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Opportunities Also
“ the bold, the visionary and the innovative recognise that what is good for people and the planet will also be good for the long-term bottom line and shareholder value…
• competitive advantage can be carved out of emerging risk.”
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• To keep below 2 degrees Celsius we’ll now have to reduce carbon emissions by 5.1% per year.
• Between 2000 and 2011 we’ve achieved reductions of just 0.8% per year.
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•Concur with UN Secretary General that current growth model is a form of “suicide pact”
•Promoting concept of Zeronauts working on Zero Impact; Zero Waste sector by sector
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Tourism: the state we’re in
What the Graph Doesn’t Show
• Volatility• Net revenues• Net benefits• Spending per capita• DIMINISHING
RETURNS• Value retention in
the host community• Productivity (yield
per employee)• Who benefits?• Where does the
income stick?
90% + of demand factors outside of the
control of anyone in tourism
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Can we handle another 400 million tourists in just 8 years?
The Island Where Tourist Garbage is Stored in the MaldivesSource: Daily Mail
The 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 water and land?
How will avoid residents’ backlash?
Protest Sign Erected by Young BalineseSource: ABC They Paved Paradise
Source: China Daily
How will we protect vulnerable people and cultures?
Are we at our own “bifurcation point”?
Industrial Tourism Grew Up In the Age of the Automobile & Mass Everything
It borrowed its operating model from manufacturing
WHY are we in the state we’re in?
Based on Assembly Lines, Specialisation & Hierarchies
Focus: efficiency & productivity - producing more for less
Standardisation, Order, Planning
Economies of Scale - consolidation, more & bigger is better, growth
Economies of Scale - consolidation, more & bigger is better, growth
Economies of Scale - consolidation, vertical integration
It worked…..but as we grew bigger……
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Connectivity HumanValuesBiophysical Realities
Three Big Change Drivers
“I” AM the Author
Journalist Film maker Reviewer Marketer
Intermediary LEADER
Connectivity shifted the balance of power
do you have wifi?
Potentially connected to everyone, all the time, from anywhere
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Biophysical Realities
Economic Disparity – Erosion of the Middle Class
Values Are Shifting
The NEW Consumer
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New Consumers still want MORE, but they are defining that differently.
Now they seek more meaning, more deeply felt connections, more substance,
more control and a greater sense of purpose.
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The Conscious Consumer Report, 2009, BBMG
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•66% of consumers would prefer to buy
products from companies that give
back to society
•62% would prefer to work for such
companies
•59% would prefer to invest in such
companies
•46% would be willing to pay extra for
products and services from these companies
DOING GOOD IS GOOD FOR BUSINESS: 2012
Consumers Ahead of Marketers
How do these change drivers interact?
?
awareness
concern
curiosity
questioning
Panic or paralysis?
more concern!
Panic + Innovation Vertigo
What’s this leading to?
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“We have to continually be
jumping off cliffs and
developing our wings on the way down.”
Kurt Vonnegut
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• Connectivity + Content
• = Transparency
• = Competition (downward pressure on prices)
• = Need for innovation
• = Need for Talent
• = Importance of Reputation
• = Need for Authenticity
Companies are Valued Differently Now
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The Humanisation of Business
You cannot control your brand
Your brand emerges as the outer expression of your values
and beliefs
What CEO’s Most Focus On
Engagement, Empowerment & Capacity….
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Purpose Must Precede Profit
Purpose + Passion = Performance & Profit
Source: Richard Barrett – The Values Centre
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Impact on BusinessRE-THINKING CAPITALISM
•Whole Foods
•Southwest Airlines
•Zappos
•The Container Store
•Amazon
•Joie de Vivre
CONSCIOUS CAPITALISTS
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when our values and beliefs changeso does everything else
what does this look like in tourism?
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Tourism Through an Industrial Lens
Guests are segments to be targeted and the prize is share of wallet
Both parties (consumer and provider) attempt to win at the cost of the other. Adversarial
Guests 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 experience and larger agencies are divided into functional silos.
Disconnect from nature - it’s the economy, stupid! Lack of appreciation of limits or consequences.
The tourism industry resists paying for the ecosystem services it has enjoyed for free in the past
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surely there has to be a better way?
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Tourism is a Human System Embedded in a
Biological-Physical System
Welcome Signs of Change
something new is emerging
?
Here’s the Old Operating Model
Could This Be a Better One?
© Anna Pollock, Conscious Travel
Plenty
NEW MODEL NEW MODEL Plent
y
enough, sufficiency
implicit a sense of limits
Better rather than bigger
implies that multiple
stakeholders benefit
Fair, equitable
“wellth” and happiness vs
wealth
Help those behind you on
the trail….
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Plenty
People
NEW MODELNEW MODEL
People
encounters
relationships
trust
transactions only occur if trust is
present
BODY, MIND, HEART & SOUL
Individual
KinshipReciprocity
RespectLove
Empathy
Plenty
People
PLACE
NEW MODELNEW MODEL
PLACE
each place is unique
unique places sustain value
Personality of Place
Living Presence - essence, spirit,
soulIndigenous
people understand
placesare sacredReverence
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Plenty
People
Place
Purpose
NEW MODEL NEW MODEL PURPOSE
what’s the DEEPER purpose of tourism & the business?
why should employees bring
their whole selves to work?
people seeking meaningconscious travellers
seeking to be changed
Higher purpose ignites Passion
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Plenty
People
Pull
Place
Purpose
NEW MODELNEW MODELPull
challenge is to attract
power shifted to guest
to be magnetic you have to be clear
about who you are and send out strong signalsyou need to
master social technologies and media in order to
sustain relationships and
build trust
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Plenty
People
Pull
Protection
Place
Purpose
NEW MODEL NEW MODEL Protection
Hosts must become proactive
champions & custodians
Compliance and CSR programs not
enough“Licence to
Operate” will depend on minimal (preferable zero)
footprint
Stewardship
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Plenty
People
Pull
Protection
Place
Purpose
Pace
NEW MODELNEW MODEL Pace
help guests learn the art of living
rediscover what it means to be a
human being not a human doing
learn to savour & satiate the senses
increase length of stay and spend
Plenty
People
Pull
Protection
Place
Purpose
Pace
NEW MODEL NEW MODEL
•Encounters & relationships before transactions
•PLACES before products
•PURPOSE & PASSION drive Profit
•PROTECTION = zero impact & rejuvenation
•PULL as in attract & support not Push
PACE as in SLOW & SAVOUR
Conscious Travel Integrates
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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?
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
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
We travel, initially, to lose ourselves;
we travel next, to find ourselves.
We travel to open our hearts and eyes and learn more than our newspapers will
accommodate....
And we travel, in essence, to become young fools again---to slow time down and
get taken in, and fall in love once more
Pico Ayer
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