Conscious Travel UNWTO

7/29/2019 Conscious Travel UNWTO

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2ndUNWTOEthicsandTourismCongress,September12 th,2012Quito

ConsciousTravelPaperforMinisterofTourism,EcuadorAnnaPollock 1

ConsciousTravel:SignpostsTowardsaNewModelforTourismContributiontothe2ndUNWTOEthicsandTourismCongress

ConsciousTourismforaNewEraAnnaPollock,FounderConsciousTravel

BeforeIsharemythoughtsonConsciousTravelIwishtoextendthewarmestappreciationtotheHon.MinisterofTourism,MrFreddieEhlersforinvitingmetoparticipateinthisthesecondInternationalCongressonEthicsandTourismorganizedbytheUNWTOandtosaythankyouforenablingmetovisitSouthAmerica.Iam

especiallyexcitedthatEcuadorismyhostasitisanationIhaveadmiredeversinceitbecamethefirstcountrytorecognizetheRightsofNatureinitsconstitution.

Iwasequallysurprised,delightedandimpressedthatMr.EhlersintroducedthetermTurismoConscienteasthethemeofourdeliberationstodaybecause,quiteindependentlyofMr.Ehlers,Iputtogetherthewordsconsciousandtravelinmyownthoughtsandwritingsjustabouttwoyearsago.Ihadbeendevelopinga

community-basedprogramcalledPlacesThatCare .Frustratedattheslowspeedwithwhichthetourismindustrywasadoptingsustainablepractices,Iwaslookingforevidencethatamarketmightexistforproviderswhotookresponsibilityforprotectingthenaturalandculturalenvironmentonwhichtheydepended.Icameacrossasignificantbodyofinternationalresearchnotintourism,Imightadd-thatshowedhowmanyconsumerswererespondingtothefatefuleventsof2007-2008whentheglobaleconomyfellonitsknees.Therecessionacceleratedashiftthathadbegininthelate70sinwhichagrowingsegmentofthepopulationhaddecidedthatmindlessconsumptionwasntforthem.AsnippetfromareportbyOgilvyandMatherjumpedoutatme:

Itisanundeniablefact:Therecessionhascreatednotonlyauniversalsenseofanxietyandfear,butagreaterlevelofconsciousnessacrossallagesandgenders.

Wecantgoback.Wehaveheightenedourperception;weareawake,awareand

alertwhetherwelikeitornot. i

AsIassociatethestateofbeingawake,awareandalertwithbeingconscious,youcanimaginemycuriositypeakedupondiscoveringanotherresearchstudy,conductedquiteindependently,thatdescribedanew,post-recessionaryconsumerasbeingaConsciousConsumerii.Notlongafterthat,Iwasintroducedtothegroundbreakingworkofsomeverysuccessfulbusinessmenandwomen(ownersandseniorexecutivesofcompanies

suchasWholeFoods,SouthwestAirlines,Amazon,Google,Patagoniaetc)whowerecallingthemselvesConsciousCapitalistsiiiandIbegantoimaginewhataconscious

travelermightlooklike.IcreatedtheblogConsciousTravelivtosharetheseobservations;tosensewhatreactiontheyevoked;andtocreateaspacewheretheconceptcouldincubateanddevelop.Inmymind,theconceptofConsciousTravelhasthreeforms:

Firstandmostimportantlyitisorhasthepotentialtobe-amindsetandanewoperatingmodelforhowweperceiveanddotourism.Ithasthepowertotransformourindustryforthebetterandaddressthekeyflawsintheoperatingmodelcalledmass

industrialtourismwhichhasbeenappliedsincethe1950sandwhich,incidentally,hasfueledtherapidandextensivegrowthintripvolumesincethe1950s.


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Secondithasthepotentialtobecomeamovement,definedasagroupofpeoplewithsharedbeliefswhoworktogethertoachievecertaingeneralgoals.Thegoalinthiscasebeingtocreateaversionoftourismthatgeneratesrealnetbenefitandthatdoeslessharmthangood.

Thirdly,beinganentrepreneur,Ineededittohaveabusinessmodel

thatwouldsustainthespreadoftheconceptandgenerateproofthatitwasprovidingrealtangiblevalue.

Hencethenotionofanetworked,learningcommunityoftourismproviders(hosts)whocould,together,developwaysofgeneratingmoreprofitfortheirindividualbusinesseswhiledeliveringhigherreturnstoalltheirstakeholders.

ThesefacetsofConsciousTravelarebasedonthreecoreassumptions.

1. TheCurrentIndustrialModelNeedsReplacing v

Themainstreamoftourism(masstourism)isbasedonanindustrialmodelofproductionand

consumptionthatwasderivedfrommanufacturing.Ithasgeneratedhugegrowth(nowsupporting1billioninternationaltripsperyear)but,inagrowingnumberofinstances,isnowproducingdiminishingmarginsforprovidersandhostcommunities.Ifitcontinuestogrow,ithasthepotentialtodomoreharmthangoodaswearenotfindingorapplyingfastenough-themeasuresnecessarytoreduceconcomitantwaste,tolimituseofscarceresourcesoflandandwater,ortopreservethe

culturalandbiodiversityonwhichtourismdepends.Becauseindustrialtourismdependsonprice-ledvolumegrowth,itisonacollisioncoursewiththerisingcostsassociatedwithfossilfuel,food,andinfrastructuremaintenanceorexpansion.Criticaltothefuturevitalityoftourismistheneedtogeneratehigheryieldsandmorestability.

Inshort,theindustrialmodelneedstobereplacedbyonethatgenerateshighernetreturnstoallstakeholders.

Theysaythatapicturecanoftenconveytheequivalentofathousandwords.Theimageaboveprovidesaneffectivemetaphorfortheprecariouspositionthatglobaltourismfindsitselfintourismasadelicatecapsulesuspendedinmidairandheldinplacebya

pieceofengineeringandthestrengthofatree.Shouldadroughtdeprivethetreeofthemoisturenecessarytokeepitstrunkandbranchestautandstrong;shouldanearthtremordislodgetheanchor;andshouldthecarryingcapacityofthecapsulebeexceededsimplybecausesomanywantedtoenjoytheview,thenwhatwouldhappen?

2. TheTaskRequiresaTransformativeShiftinAwareness Successinincreasingyieldtotheproviderandhigherreturnstothehostcommunitywillnotoccurbysimplyaddingagreencolourschemetoindustrialtourism.


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Thetaskathandisnotmodificationbuttransformation.Herearethreestatementsthatsuggestthescopeofthechallenge.

Problemscannotbesolvedwiththesamelevelofawarenessthatcreatedthem .

AlbertEinstein.

AtthedawnoftheThirdMillennium,humancivilizationfindsitselfinaseemingparadoxofgargantuanproportions.Ontheonehand,industrialandtechnological

growthisdestroyingmuchofNature,endangeringourselves,andthreateningour

descendants.Ontheotherhand,wemustaccelerateourindustrialand

technologicaldevelopment,ortheforceswehavealreadyunleashedwillwreak

evengreaterhavocontheworldforgenerationstocome.Wecannotgoon,andwe

cannotstop.Wemusttransform. AlanAtkissonin"SustainabilityisLongDead-LongLiveSustainabilityAworldof9billionbymid-centurywilldemandfundamentalchangesinour

mindsets,behaviours,culturesandoverarchingparadigm. JohnElkingtoninThe

Zeronauts:BreakingtheSustainabilityBarrier.

Wemustapplyanewapproachbasedonaverydifferentmindsetthantheonethathasunderpinnedmassindustrialtourism.Thisnewmindset,thatinvolvesafundamentalshiftinvaluesandbeliefs,needstobeappliedbyhosts,guestsandresidents.Thisisthesamechallengethatisbeingexperiencedbyvirtuallyeveryotheraspectofhumanendeavour,beithealthcare,agriculture,education,andcapitalismitself.Onlychangeofthisdepthwillproduceanantidotetothedebilitatingdiseasecalledcheaptravel.

InshortConsciousTravelconstitutesacompletelydifferentwayofseeing,being

anddoingitinvolvesthereplacementofoutdated,inaccurate,distortedlensesthatdontenableustomakeourwayinthisworld.Untilacriticalmassofus(andthatdoesnthavetobeamajority)havemadethatshift;understoodtheimplications;andcancreateopportunitiesfromthisnewwayofseeingthenwhetherwecalloureffortsresponsible,sustainable,geo,ethical,goodorgreen,wellalwaysbetinkeringattheedgesandnotachievethetransformationalshiftthatthethreeauthorsquotedaboveindicateisnecessary.

3. Changewillcomefrombelownotfromthetop

Changewillcomefromacollectiveeffortconductedatthegrassrootsincommunities

wheretourismhostscommittoensuringthattheireconomicactivitybenefitsallstakeholders;wheretheytakeresponsibilityforminimizingtheenvironmentalfootprintandworkactivelytoensurethatlocalculturalvaluesaremaintainedand,insomecases,

rejuvenated.CoretotheConsciousTravelapproachisthattourismproviders,whomwecallHosts,becomeeffectiveagentsofchangeandstewardsofallthatthelocalcommunityvalue.


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TourismisaHumanSystem Changewilloccurintourismforthesimplereasonthatitisfirstandforemostahumansystem.Weliketocallitanindustry,andourleadersareoftenpleadingwithdecision-makerstorecognizeitpurelyasaneconomicengineandcreatorofjobs,incomeand

taxes.Thetruthistourismisnotanindustrybutacomplex,self-organizingsystemor

networkofrelationships.Itobeysthelawsofnetworksnotmachines.AsillustratedinFigure1,thissystemhasfourelementsthreeofwhicharehuman:HOSTSinviteand

careforGUESTSsotheycanmeetandexperienceaCOMMUNITY.ThePLACEisthegeographicalandtemporalcontainerthatshapesthenatureoftheguestsexperiencebecausethePLACEshapestheidentityoftheHost,theHostCommunityandtheguestsexperience.

Figure1:TheTourismSystem

ThePLACEandthecommunityareboth,ofcourse,madepossiblebythelifesupportservicesofthebiosphereonwhichalldepend.Thewaytourismisstructuredandoperateddependsonwhatthehumansinvolvedin

thesystemvalue;howtheyunderstandtheworldtowork;andhowtheyperceivereality.Inotherwords,theoperatingmodeldependsonthemindsetorworldviewofthesystemparticipants.Changethatandthenatureoftourismwillchange.Furthermore,tourismsfuture,alongwiththefutureofanyhumanactivity,dependentirelyonthehealthandvitalityofthebiosphere.

FeaturesoftheOldIndustrialModel

Bearingthatinmind,letslookattheindustrialmodelanditskeyprinciples.Lets

rememberhowhavewebeentrainedtosee,beanddotourism.AsillustratedinFigure2,thedesiredoutcomeisthattourismmakesaprofitfortheproviderandgeneratesbenefitsintheformofforeignexchange,jobsandtaxincometo

thehostcommunity.Inexchangefortheirspending,theguestenjoysamaterial,emotional,mentalandsometimesspiritualbenefit.Theoutcome(Profit)issynonymous


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thetradetogetpeopletoactuallymakeapurchase.Intourismthatcanbeverydifficultaswehavetopersuadeaconsumertoleavethecomfortoftheirhomeandtravelmanymilestoconsumeaproductwhichtheycanneitherpre-testorreturnifitisunsatisfactory.Worsestill,isthefactthatourproductsaretimedependenti.e.

perishabletheycannotbewarehousedorstored.

Intheindustrialmodel,guestsareconsumersidentifiednotaspeoplebutassegments

Theyaretobetargeted,thenpersuadedtopurchaseaproductatthebestpricethehostcanachieveinordertocapturemarketshareorshareofwallet.Bothparties(guestandhost)endeavourtowinatthecostoftheother.Guestsnowhave

accesstoinstantandubiquitousinformationandtoolsforcomparisonintheirsearchforthebestdeal.Hostshavesophisticatedrevenueandyieldmanagementtoolsbutarevulnerabletosuddenandunexpecteddropsinmarketdemandcausedbyfactorsoutoftheircontrolsuchascurrencyfluctuations,naturalhazards,terrorism,epidemicsetc.Insuchsituationsthemostcommonlyusedtacticformaintainingshareandcashflowis

pricediscountingaccompaniedbyrigorouscostcutting.Thelattertakestheformofmoreautomation,personnellayoffs(doingmorewithless),standardisation,andtheapplicationofinnovativepromotionalconceptssuchascouponing.Theendresultofwhichisadropinservicequalityandincreasedcustomerdissatisfactionexpressedasaresistancetopaymoreandcommitmenttopayinglessi.e.gettingacheapdeal.Inshort,inanindustrialmodel,whereneitherguestorhostviewstheotherasanequalpartnerbutasanobjecttobemanipulatedoranadversarytobebeaten,theeffectisthesameovertimeadownwardpressureonprice,yieldandsatisfaction.After60yearsofsteadygrowth,travelisnolongerconsideredaprivilegebutarightandcheaptravelanexpectation.

Theonlywayaproducercanmaintainincomelevelswhennetunitrevenueskeepfallingistoincreasegrosssalesvolumeseitherbyhandlingmorevisitorsorthroughmergersandacquisitions.Thisencouragestheconcentrationofproductivecapacityinthehandsoffewerproducers(marketconsolidation)butwithoutthepotentialforincreasedunitrevenues.Theendresultforadestinationisthenagrowthinvisitorvolumesthatgenerateshighercostsintermsoftheinfrastructureandservicesneededtosupportthetransportationandhousingofnon-residents.Theresult:adiminishingrateofreturnand,potentially,(ifallcostswereproperlyaccountedfor)anegativerateofreturn.Furthermore,highervolumesoftrafficoftenmeanmorecongestionsuchthatservicequalitydeterioratesfurtherandadestinationcanstagnateandappearasunattractivetotheconsumer.

ThusitcanbeseenthattheIndustrialmodelappliedtotourismeventuallyresultsindiminishingnetreturnsforhostsandthehostdestinationandlesssatisfactionandreal

choicefortheguest.Inaddition,thenecessaryfocusonvolumeandscaleleadstoconsolidationandintegrationi.e.,wealthisconcentratedinfewerhands.Thebiggetbiggerbut,unlikebanks,theyhavelittlechanceofbecomingtoobigtofailandevenhugefirmslikeThomasCookarerevealedasvulnerable.Nowsurely,therehastobeabetterway?

SignpostsPointingTowardsaBetterAlternativeModel

Soletsimagineandcreateabetterwaytogether.Idontclaimtohaveablueprint-noneexist-butIcansharesomesignpostsormarkersthatmighthelpuscreatenew


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pathsthroughunfamiliarterritory.TodothatIhavesimplyimaginedaverydifferentsetofPrinciplesorPwordsasillustratedinFigure3.Thestartingpointforvisualizinganewmodelistoimagineapreferredsetofoutcomes.

HereIamsuggestingthat,insteadofprofitasthesoleoutcome,weconsidertheconcept

ofPLENTY.

Figure3:PrinciplesofanAlternativeEcologicalModel

-T

WhatIlikeaboutthewordPLENTYisfirstthatitencasesthenotionofenoughorsufficiency.Wecanbeplentiful,andwecanbeabundantbutwedontneedtobeexcessive.Implicitinthewordplentyisasenseoflimits.Food,wealth,andhappinesscanbeplentifulandsufficient.Thedictionarydefinitiondescribesplentyasafullorcompletelyadequateamount.Itfillsyouupwithoutinsistingonyouneedingmore.Second,itimpliesthatlotsofpeoplebenefitnotjusttheshareholderwho,accordingto

theindustrialmodel,hastherighttomaximizeprofitswithlittlethoughttothecostsorbenefitsexperiencedbyotherstakeholdersinofthesystembysodoing.Andthird,it


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encouragesustothinkofplentyinqualitativetermsnotstrictlyquantitative,pecuniaryones.Itshiftsthefocusawayfrommoneyandeconomicwealthtowellthasinwell-being.

Sothatsthefirstandnotsosubtledifferencebetweentheoldmodelandanewone.The

seconddifferenceisthatinsteadofstartingwithaproductwestartwithPEOPLE.Everyaspectoftravelisabouthumanbeingsencounteringotherhumanbeingswhilemoving

fromhometoaforeignplaceinordertohaveanexperience.Asitsallaboutpeoplemeeting,serving,takingcareof,andentertainingotherpeople,theprimaryunitofactivityisarelationshipnotatransaction.Inthenewmodel,inwhichourconnectednessandinterdependencearerecognized,otherpeoplearenotobjectsand

certainlynotadversariesengagedinazero-sumgamebutpartnersco-creatingvaluetogether.Itsthehumanisticsideoftourismthathasreallysufferedwhenwehavetriedtoapplyamechanisticmodeltoit.Wehavebecomeusedtotreatingtheotherasanobject,separatefromus,whocanbemanipulatedandused.Wealsolosethebenefitofempathy.Regardlessoftheroleindividualsplayinthetourismsystemasinvestors,owners,employers,employeesandresidents,theyallbecomeguestswhentheytravel.

ThesecondandequallyimportantPinthisnewmodelstandsforPLACE.Whenyoustartwiththenotionofproductasathing,andaperishablethingatthat,thenyouareunderenormouspressuretodiscountittoturnitintoacommodity,withoneproductsubstitutableforanother.If,ontheotherhand,thefocusisonPLACEyouhaveanamazingopportunitytosustainvaluebecauseeveryplaceisunique.Everyplacehasauniquepositionontheplanet,auniquesetofseasons,uniquelight,auniqueclimate,auniqueecology,historyandcultureandcanoffertheguestauniqueexperience.Eachplaceistheoutcomeof13.5billionyearsofevolution,thepresentgeographyofthesetting,thehistoryandcultureofitspeopleandtheconnectionsandrelationshipsofits

residents.Byidentifying,nurturingandcelebratingwhatmakeseachplaceunique,andtherefore,scarce(literallyoneofakind),itsrealandperceivedvalue

increases.

Ifaplacewereacompany,wedunderstandthatithasadistinctculturetheagreedwaythingsaredonearoundherethatreflectsthecorevaluesandsenseofpurposesharedbythepeoplewhocomprisethecompany.ThisisequivalenttothePersonalityofaPlaceandemergesfromitsuniquegeography,historyandsociology.ItisnotanartificialartefactorcleverconstructthatcanbebrandedorstampedontothePlacebutisaninvisible,organic,livingPresencebestdescribedasitsspirit,essenceorsoulthatdistinguishesitfromallotherpaces.

Whileitistruethatallvisitorsneedtobehoused,transported,fedandentertained,itwillonlybebyconceivinganddeliveringthoseservicesinawaythatrespectsand

reflectstheuniquesettingthatwilladdvaluetothevisitorsexperience. Without

thisantidotetotheseaofsameness,destinationswillnotbeabletoresistthediseaseofuniformityandmediocritythatplaguesthecurrentmodel.Insteadofviewingspaceasnothingbutrealestatetobecarvedupandenhancedwithamenitiesandinfrastructure,everyonecallingthatplacehome(i.e.thelocals)canalsobecalledupontoexpresswhatitmeanstothemandbeinvolvedinextendingtheinvitationtogueststoexperiencetheplaceforthemselves.

Thepracticeofstandardisationandhomogenizationwillbeviewedasharmfulmassproduced,industriallydesigned,importedartefactswillbeseenassimplyoutofplaceandultimatelycostlyasitwillonlydilutethevalueplacedonthePlaceAllmembersof


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acommunitycanpotentiallybeengagedintellingstories,explainingitspast,interpretingitspresentanddreamingitsfutureetc.Greaterattentionwillbefocusedonthedetailsandensuringthedistinctessenceofa

placeisexperiencedthroughallthesenses,throughoutthedayandatallpointsalonga

visitorsjourneyofdiscoveryandcelebration.Byrevealingmoredetailsandpayingattentiontothesmall,thelocal,thehandmadeandquirky,theguestcanbeencouraged

toslowdownandengagemore.Greaterengagementleadstomoremeaning,morepurposeandmorecuriositywhich,inturn,leadstomoreencounters,morerelationshipsandmoreappreciation.Moreappreciationleadstomorevalueandmorevalueleadstomoreyield.

Whenthingsareuniquethatmeanstheyarescarceandwhentheyarescarcetheyshouldhaveahighervaluethanwhentheyreabundant,whentheyreeverywhere;whentheyarecommoditiesandwhentheycanbeexchangedatverylittlecostordifficulty.Ibelievethat,inthisnewmodel,PLACEandarespectforplace,seeingplacesassacredeven,holdsthekeytocreatingaproperreturnfromthetravelsector.Iwill

returntothenotionofsacredattheendofthisessay.ThethirdPandonethatwillreallyhelpuscreateabetter,highervaluetourism,standsforPURPOSE.Why,ashosts,arewedoingwhatweredoing?Whatwillmotivateouremployeestobringallofthemselvestoworkandbetrulyengagedwhiletheyarethere?Whatwillmotivateourgueststopayapremiumorstaylonger?SurelyitsindeliveringwhattheyvaluethemostandincreasinglyConsciousTravelersaredrivenbyasearchformeaningandfulfillment.Inrecentyears,therehasbeenanexplosionofdiscussioninthebusinesscommunityabouttheimportanceofpurposetobusiness.Consciouscapitalists,forexample,differentiatethemselvesbyworkingtowardsapurposehigherthanprofitthey,likemanyavantgardecompanies,nowrecognizethatifyouwantto

attractcustomerswhobuyonfactorsotherthanprice,andifyouwanttoattractthebestandbrightestemployees,focusingonprice,payorproductattributesisntenough-youhavetooffersomethingmuchdeeper.Conscioustravelersarelookingnotjusttorestandrelaxwhentheytravelbuttobechanged,transformedbyhavingexperiencesthathelpthemseetheworldfromadifferentperspective,orthatenrich,challengeandprovidemeaning.ItsasenseofhigherPurposethatignitespassioninpeople.Itsthepassionthatdelightsthecustomer.Itsthepassionandcaringthatenableourpeopletosolveproblemsindifficultcircumstancesortoreachdeepinsidethemselvesandcomeupwithinnovativeideaswhentimesaretough.ItsthepassionandprideinPLACEthatprovesinfectious,thatshapesandcoloursmemoriesthatourgueststakehomeandsharethereby

propagatingandpollinatingadesirewithinotherstovisitandexploreforthemselves.ThefourthPstandsforPULLandrelatestothebiggestchallengemosthostsfaceona

dailybasisattractingtherightcustomer.Thankstoglobalconnectivityandconsumeraccesstovirtuallyperfectinformation,powerhasshiftedfromproducertoconsumerandthemarketingfunctionhasturnedupsidedown.Intheoldindustrialmodel,thetaskwasoneofpromotingaproductthroughwhatevermeanspossibleinordertosecureapurchase.Nowthechallengeistoattracttherightcustomertheonewhotrulyvalueswhattheproviderhastoofferandthisrequiresaverydifferentapproachandskills.Insteadoffocusingontheproductsattributes,thehostmustbeclearaboutwhoheis,

whathevalues,whyheisinbusinessandwhathestandsforasthesearethefactorsthatconsciousconsumersnowconsiderinadditiontoandsometimeoverandaboveprice.


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AglobalresearchstudyreleasedbyNielsenviearlierthisyearshowedthat,onaverageacrosstheglobe,justunderhalfofallconsumersprefertopurchasefromcompaniestheyperceiveasbeingsociallyandenvironmentallyresponsible.Insomeareas,suchashereinSouthAmerica,thatproportionisashighas75%.Edelmans2012Goodpurpose Studyvii revealed that a resounding 69% of consumers want brands to

make it easier for them to make a positive difference in the world. ThesefindingsprovideacompellingadditionalreasonforthefifthPinourmodeltorefertotheconceptofPROTECTION.Itisnolongermorallyrightorevensoundbusinessfortourismproviderstosimplyexploitlandscapes,ecosystems,culturesanddiversefaunaandflorainordertosellservicestovisitors.Norisitlikelyinthefuturethattheywill

notbeaskedtopayformanyoftheecosystemservicesonwhichtheirbusinessdepends.Itisinthehostsbestinteresttobecomeproactivechampionsandcustodiansofthe

naturalenvironmentandculturalcontext.PractitionersofConsciousTravelwillnotbecontenttosimplyoperateacorporatesocialresponsibilityprogrambutwillbecommittedtoreducingtheirenvironmentalimpactwherepossibletozero.Tourismisa

relativelygreedyconsumerofscarcelandandwaterandproducerofwastegarbage,effluentandcarbon.Itmakesnosensetotalkaboutsustainabletourismwhileprojectinga400millionincreaseininternationaltripsoveraneightyearperiod.Touristoperatorswillhavenolicencetooperateinthefutureunlesstheycandemonstrate

thattheyhavereducedtheirenvironmentalfootprintaslowaspossibleandprotectedthecultureandlivelihoodsofthepeoplelivingintheirhostcommunity.

WhichbringsustothelastsignpostinourmodelPACE.ItisquitepossiblethatthegreatestservicethatConsciousTravelcouldperformistohelpusallslowdownsothatwemightrediscovertheartofbeingasopposedtothetaskofdoing.Oneofthetragediesofmodernsocietyisthatitsmembersareoftensobusypackingsomany

thingsintoadaythattheyforgethowtolive!Furthermore,thesheervolumeofabrasivestimulithatassaultoursensescausemanytoresorttowhathasbeendescribedas

psychicnumbinginordertocope.Infact,itisthis

veryassaultonoursensesthatcausemanytowanttoescapeandtochill.Inthiscontext,theroleoftheConsciousHostistohelptheguestslowdowninadestination,learntofullysavourtheir

experiencebystimulatingandsatiatingalltheirsensesandfeelingmorefullyalive.SoitsnocoincidencethatEcuador,thefirstdestinationto

introducetheconceptofConsciousTravelusesthetaglinelovelife.Iffromthedestinationsperspectivethedesiredoutcomesareplentyand,morespecificallya

higheryieldandbetterreturn,thenincreasingvisitorlengthofstayisaverysoundpracticalsteptowardstheirachievement.

Conclusion

AsastrategistandvisionarywhosetaskithasbeentofigureoutwhatshappeningoutthereandwhatscomingnextInowfeeltheburdenofawareness.ItwasJeanPaulSartrewhoobserved:

Onceweknowandareaware,weareresponsibleforouractionorourinaction.

Wecandosomethingaboutitorwecanignoreit.Eitherwaywearestill

responsible.


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Theevidenceisnowirrefutable.Wearelivingatthemostexcitingandscarytimesinhistory.Civilisation,asweknowitwilleitherbreakdownorbreakthrough.HumanitywilleitherlearntoliveinharmonywithNatureorsuffertheconsequences.Decisionseachofustakethroughoutthenext20yearswilllikelydeterminewhichofthosefutures

willbethepresentforourgrandchildren.Tourism,whichgenerates$2trillionand

employsover250millionpeoplehastoplayitspartinsteeringustowardsbreakthrough.Thatwillmeanwakinguptopresentrealities;growingupaskingwhat

tourismcandotohelp;andsteppinguptakingresponsibilityforspeedingtheshiftfromawastefulmodelindeclinetoonethatputsbackmorethanittakesout.HopefullythismeetinginEcuadormightbealaunchpadforajourneyofexploration

andourcollectivediscussionwilladdtothesignsormarkersIhavesharedwithyouhere.BecausethisjourneymightprompthesitationweallfeartheunknowntovariousdegreesletmeendthiscontributionwithacomfortingthoughtasintimatedbythepoetTSElliot;

Weshallnotceasefromexploration

AndtheendofallourexploringWillbetoarrivewherewestarted

Andknowtheplaceforthefirsttime.

Perhapsourjourneyofexplorationwillbringusbackhometothecore,theessenceoftourismwhichistohelpourguestsfallinlovewithlife.Foritissaidthatwefighttoprotectwhatwefallinlovewith.Perhapsourjourneywillalsore-connectuswithasenseofthesacredforwealsofighttoprotectthatwhichwerevere.Andifwesucceedinboththoseendeavours,welltrulybecominghomeforalltourismhasitsdeepestrootsinthesoilofpilgrimage.ItsnocoincidencethatManyofourmostpopulartouristhotspotsareancientsacredsitesStonehenge,MachuPichu,theGreatPyramidsof

Egypt,AngkorWat,Borabador,Varanasi.Wellhavearrivedwherewestarted,butthankstobecomingconscious,wellknowitforthefirsttime.

AnnaPollock

Founder,ConsciousTravel

[email protected] August20th,2012www.conscioustourism.wordpress.com

ENDNOTES

i

EyesWideOpen,WalletsHalfShutTheEmergingPostRecessionConsumer Consciousness,vailable:http://assets.ogilvy.com/truffles_email/eyeswideopen_press/Eyes_wideshut.pdfiiConsciousConsumersAreChangingtheRulesofMarketingAreYouReady? BBMG,2007availablehere:http://www.fmi.org/docs/sustainability/bbmg_conscious_consumer_white_paper.pdf?sfvrsn=2iiiTheConsciousCapitalistInstituteivConsciousTravelBlog:http://www.conscioustourism.wordpress.comvThestatementshereregardingthedeclineofanindustrialmodeldescribetheglobaltourismsectoroverallandthereforedonotapplytospecificcountriesorregionseachofwhichisonitsownpointalongthetourismgrowthcurve.viNielsen

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