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Anna Pollock, Founder,
Conscious.Travel
A TOURISM THAT DOESN’T COST THE EARTH
Bay of Plenty
March 18th
Nature evolves in response to Crises
We cannot let this one go to waste
Nor return to “business as usual”
Five key points in my story
1. RE-PLACE, a broken system
2. RE-DEFINE SUCCESS
3. RE-FRAME TOURISM
4. RE-BALANCE POWER & CONTROL
5. RE-GENERATE and RE-MEMBER
1. RE-PLACE, a broken system
We’re Here!
WHAT’S REALLY GOING ON?
VUCA
Environmental Distress Economic Instability
Technology – that’s
promising & terrifying
Socio-Political Unrest
EXTERNAL PRESSURES
6
Systemic Flaws
Overtourism
Tourism is a derivative, secondary economy subject to damaging booms
& busts
Home Truths Not Faced
We’re not in control!
We cannot turn on demand We cannot turn it off
We can only try to re-distribute
We’re surfers
Home Truths Not Faced
2. Tourism is an extractive economy dependent on finite resources
Home Truths Not Faced
2. Tourism is an extractive economy dependent on finite resources
delivering diminishing returns!
Home Truths Not Faced
3. Our operating model is designed for machines that could be controlled
by one vertically integrated industry – in tourism no one is in charge
Travelers
Places
Experiences
Guests
Hosts
Partners
Fulfillment
Value
Tourists
Products
Packages
Consumers
Suppliers
Wholesalers, retailers
Efficiency
Price (cheap)
4. We don’t sell things, we sell an experience for a specific unit of
time in a specific point in space
Home Truths Not Faced
that can’t be stockpiled or warehoused
5. Tourism & Hospitality have virtually no barriers to entry, the product is
perishable, competition based on price = dependent on volume growth
Home Truths Not Faced
dependent on volume growth
Every destination seeks to grow the # of visitors
14
WHY?
More visitors =
More spending =
More businesses =
More turnover, more jobs =
More = taxes =
More Gross Domestic Product =
More well-being
What’s wrong with that?
Six problems with the GDP argument
15
1. GDP & well-being don’t stay
correlated for long
2. No accounting for costs
3. Trickle down = trickle up
4. Success hurts
5. We don’t know how to turn
demand off
6. Nothing Grows Forever
Maybe our Operating system is obsolete
We’re vulnerable, underperforming and out of
What else is
changing?
2. RE-DEFINE SUCCESS
From MORE to community NET BENEFIT
From wealth to WELLTH, WELL-BEING
From NUMBERS to FLOURISHING
because
”AFFLUENT” Consumers are Changing
Bay of Plenty Presentation, March 18th 2020
More People Are Caring
Unipolar Depression –
persistent sadness or lack of
interest in outside stimuli – will
surpass infections, heart disease
and cancer as a source of
healthcare costs by 2030.
Many are Suffering
“Don't ask yourself what the
world needs. Ask yourself
what
makes you come
alive, and go do that,
because what the world
needs is people who have
come alive.”
Howard Thurman
“I don’t think people are
looking for the meaning of
life as much as they are
looking for the experience
of being alive”
Joseph Campbell
Perhaps what people are looking for is
LIFE!
What do we wish for our children,
for our loved ones?
Well-being, Wellth
Health
Vitality
Resilience
Creativity
Aliveness
Peak performance
Joy
To To 24
Business is Changing
Some Governments are Leading
So Is Sustainability the Answer?
• Shrink our footprint
• “Does less harm” or maybe
• “Does some good”
• Cope – can we manage our way
out?
• But is this enough?
Then if sustainability is not enough…
29
We must deal with the Root Cause
We must deal with the Root Cause
ot incrementalism but TRANSFORMATION!
+
S.S. Titanic Symphony of the Sea
Slowing down is not enough
31
and seeing
Source: Richard Barrett, The Values Centre
Adjust Business as Usual
“The world we have created is a product
of our thinking; it cannot be changed
without changing our thinking.
No problem can be solved with the same
consciousness that created it.”
We must learn to see
the world anew…
32
That lies within ourselves
But where do we start?
Recognise: “it’s all in our heads”
Doing
Being
Seeing
Action
Values
Perception
Waking up
Growing up
Stepping up
33
see Tourism differently
Not as a Machine but
as a living system
See Earth differently
Not as an it, a thing or a commodity
but as sacred
See Ourselves differently
Not as irrelevant & insignificant consumers
But as vitally important stewards
3. RE-FRAME TOURISM
Industrial-Machine Thinking (1950 –
2020)
• Take, make, sell, discard
• Perfected by 2 world wars
• Parts, things, categories
• Fixed linear, cause-effect relationships
• Standardize, replace
• Command & Control = EFFICIENCY
What’s Missing in these Images?
Nature PeopleLife!
Re-framing = Seeing ourselves differently
Old extractive New regenerative
NOT as a collection of industrial
production and consumption
machines made up of independent
separate parts competing to expand.
BUT as Living human ecosystem of
interdependent self organizing
participants who have learned to
collaborate in order to create and
co-evolve
37(c) Anna Pollock, Conscious Travel
Supposing a destination acted
like a forest?
How would it be different?
4. RE-BALANCE power and control
Top-down, bottom up
Competitive
advantage
Collaborative
advantage
Start by Building a Healthy Community
Populated by “indigenous” hosts who care
5. RE-GENERATE
Create the fertile conditions for life to thrive
Build the capability for individuals, business, communities to
flourish
RE-MEMBER & RE-CONNECT
With ancient earth wisdom
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”
to live by nature’s rules
The Journey from Degeneration to Regeneration
Bay of Plenty Presentation, March 18th 2020
Why and what is Regeneration?
If sustainability is doing less harm, then
regeneration is about developing the
innate capability of a destination
to self-organize, thrive and evolve
It’s about creating the conditions for LIFE to flourish
Individual
Business
Community
What is Regeneration?
A PARADIGM
A new set of lenses
A PRACTICE
nourishing LIFE!
A PROCESS
A Learning Journey
In partnership with and by learning from
NATURE
48
Let’s re-frame a destination
Machine
to
Living System
Assembly Line
to
Community
Silos & Hierarchy
To
Collaborative Network
49
A COMMUNITY OR A FOREST?
Do trees do a better job of taking care of their young?
WHAT does a “Successful”
Living System in Nature look like?
It FLOURISHES IT THRIVES
• It’s self-organizing
• Creates conditions for other life to exist
• Adaptable, constantly changing, resilient
(learning)
• Balance with all other parts – harmony
• Productive – generates ABUNDANCE
• Efficient - Zero waste
• It’s evolving – greater order, complexity,
beauty - dynamic equilibrium
• Unique, distinctive
It’s ALIVE!
Some critical questions
What will it take to restore a healthy relationship with Nature and serve life ?
Are we going to be an economic sector that serves life or kills it?
What will it take to have them fall in love with life?
What will it take to have our guests feel their kinship (connection) with nature?
How do we evoke wonder, awe, fascination, passion, reverence ?
How can we learn to live by nature’s rules?
What will it take to unleash the untapped potential within the human being
and nurture our capacity to flourish?
How do we put the HEART and SOUL back into tourism?
How do we shift from mining to gardening?
54
How do we become the stewards &
How do we shift from a Transaction to an
Encounter?
56
Joy, delight, empathy, warmth, belonging,
welcome, delight, aliveness
Wonder, awe, meaning, purpose,
fulfillment, connection
Calm, peace, excitement, challenge,
exhilaration, challenge, all senses alive &
functioning
HOW DO WE ENRICH THE ENCOUNTER?
What HUMAN skills are needed?
How do we create and sustain a Visitor Economy that tangibly enables
resident individuals, businesses and communities to thrive, flourish and
be healthy in every way?
Individuals Enterprises Places
The Benefits of Using Flourishing as an Indicator of Success
Applicable to individuals, businesses, destinations (nature, culture and society)
Encompasses human well-being, financial performance and environmental health
Delivers: increased productivity, resilience, adaptability and innovative capacity
Can be measured using indicators developed in psychology and ecology
Allows for growth, development and evolution
How do we grow Net Benefit ?
Conceive wealth as “wellth” Ensure the benefits “stick”
Localise
Capitals or Capacities?
Bring everyone along
Start by Building a Healthy Community
PERSPECTIVE – seeing tourism through
a living systems lens
PURPOSE/SUCCESS
defining success,
purpose,
role
PEOPLE
Realising human
potential
RELATIONSHIPS/VALUE – enriching,
enlivening, enchanting
ENCOUNTERS
COMMUNITY – tapping into
collective intelligence
ENTERPRISE/ECONOMY
Flourishing Businesses
PLACE WHO is this
place and how do
we love & care
for it?
That become flourishing places that care
Re-member & Re-connect
With ancient earth wisdom
Kaitiakitanga
Manaakitanga
Kotahitanga
Could Aotearoa brings us back to
Thank you – please join us on this
Journey
Anna Pollock, Founder, Conscious Travel
For more please ask!
anna@conscious.travel
+44 7799758672

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Bay of Plenty Presentation, March 18th 2020

  • 1. Anna Pollock, Founder, Conscious.Travel A TOURISM THAT DOESN’T COST THE EARTH Bay of Plenty March 18th
  • 2. Nature evolves in response to Crises We cannot let this one go to waste Nor return to “business as usual”
  • 3. Five key points in my story 1. RE-PLACE, a broken system 2. RE-DEFINE SUCCESS 3. RE-FRAME TOURISM 4. RE-BALANCE POWER & CONTROL 5. RE-GENERATE and RE-MEMBER
  • 4. 1. RE-PLACE, a broken system
  • 6. Environmental Distress Economic Instability Technology – that’s promising & terrifying Socio-Political Unrest EXTERNAL PRESSURES 6 Systemic Flaws Overtourism
  • 7. Tourism is a derivative, secondary economy subject to damaging booms & busts Home Truths Not Faced We’re not in control!
  • 8. We cannot turn on demand We cannot turn it off We can only try to re-distribute We’re surfers Home Truths Not Faced
  • 9. 2. Tourism is an extractive economy dependent on finite resources Home Truths Not Faced
  • 10. 2. Tourism is an extractive economy dependent on finite resources delivering diminishing returns! Home Truths Not Faced
  • 11. 3. Our operating model is designed for machines that could be controlled by one vertically integrated industry – in tourism no one is in charge Travelers Places Experiences Guests Hosts Partners Fulfillment Value Tourists Products Packages Consumers Suppliers Wholesalers, retailers Efficiency Price (cheap)
  • 12. 4. We don’t sell things, we sell an experience for a specific unit of time in a specific point in space Home Truths Not Faced that can’t be stockpiled or warehoused
  • 13. 5. Tourism & Hospitality have virtually no barriers to entry, the product is perishable, competition based on price = dependent on volume growth Home Truths Not Faced dependent on volume growth
  • 14. Every destination seeks to grow the # of visitors 14 WHY? More visitors = More spending = More businesses = More turnover, more jobs = More = taxes = More Gross Domestic Product = More well-being What’s wrong with that?
  • 15. Six problems with the GDP argument 15 1. GDP & well-being don’t stay correlated for long 2. No accounting for costs 3. Trickle down = trickle up 4. Success hurts 5. We don’t know how to turn demand off 6. Nothing Grows Forever
  • 16. Maybe our Operating system is obsolete We’re vulnerable, underperforming and out of
  • 18. 2. RE-DEFINE SUCCESS From MORE to community NET BENEFIT From wealth to WELLTH, WELL-BEING From NUMBERS to FLOURISHING because
  • 21. More People Are Caring
  • 22. Unipolar Depression – persistent sadness or lack of interest in outside stimuli – will surpass infections, heart disease and cancer as a source of healthcare costs by 2030. Many are Suffering
  • 23. “Don't ask yourself what the world needs. Ask yourself what makes you come alive, and go do that, because what the world needs is people who have come alive.” Howard Thurman “I don’t think people are looking for the meaning of life as much as they are looking for the experience of being alive” Joseph Campbell Perhaps what people are looking for is LIFE!
  • 24. What do we wish for our children, for our loved ones? Well-being, Wellth Health Vitality Resilience Creativity Aliveness Peak performance Joy To To 24
  • 27. So Is Sustainability the Answer? • Shrink our footprint • “Does less harm” or maybe • “Does some good” • Cope – can we manage our way out? • But is this enough?
  • 28. Then if sustainability is not enough…
  • 29. 29 We must deal with the Root Cause We must deal with the Root Cause
  • 30. ot incrementalism but TRANSFORMATION! + S.S. Titanic Symphony of the Sea Slowing down is not enough
  • 31. 31 and seeing Source: Richard Barrett, The Values Centre Adjust Business as Usual
  • 32. “The world we have created is a product of our thinking; it cannot be changed without changing our thinking. No problem can be solved with the same consciousness that created it.” We must learn to see the world anew… 32 That lies within ourselves But where do we start?
  • 33. Recognise: “it’s all in our heads” Doing Being Seeing Action Values Perception Waking up Growing up Stepping up 33
  • 34. see Tourism differently Not as a Machine but as a living system See Earth differently Not as an it, a thing or a commodity but as sacred See Ourselves differently Not as irrelevant & insignificant consumers But as vitally important stewards 3. RE-FRAME TOURISM
  • 35. Industrial-Machine Thinking (1950 – 2020) • Take, make, sell, discard • Perfected by 2 world wars • Parts, things, categories • Fixed linear, cause-effect relationships • Standardize, replace • Command & Control = EFFICIENCY
  • 36. What’s Missing in these Images? Nature PeopleLife!
  • 37. Re-framing = Seeing ourselves differently Old extractive New regenerative NOT as a collection of industrial production and consumption machines made up of independent separate parts competing to expand. BUT as Living human ecosystem of interdependent self organizing participants who have learned to collaborate in order to create and co-evolve 37(c) Anna Pollock, Conscious Travel
  • 38. Supposing a destination acted like a forest? How would it be different?
  • 39. 4. RE-BALANCE power and control
  • 41. Start by Building a Healthy Community Populated by “indigenous” hosts who care
  • 42. 5. RE-GENERATE Create the fertile conditions for life to thrive Build the capability for individuals, business, communities to flourish RE-MEMBER & RE-CONNECT With ancient earth wisdom
  • 43. 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” to live by nature’s rules
  • 44. The Journey from Degeneration to Regeneration
  • 46. Why and what is Regeneration? If sustainability is doing less harm, then regeneration is about developing the innate capability of a destination to self-organize, thrive and evolve It’s about creating the conditions for LIFE to flourish Individual Business Community
  • 47. What is Regeneration? A PARADIGM A new set of lenses A PRACTICE nourishing LIFE! A PROCESS A Learning Journey In partnership with and by learning from NATURE
  • 48. 48 Let’s re-frame a destination Machine to Living System Assembly Line to Community Silos & Hierarchy To Collaborative Network
  • 49. 49 A COMMUNITY OR A FOREST? Do trees do a better job of taking care of their young?
  • 50. WHAT does a “Successful” Living System in Nature look like? It FLOURISHES IT THRIVES • It’s self-organizing • Creates conditions for other life to exist • Adaptable, constantly changing, resilient (learning) • Balance with all other parts – harmony • Productive – generates ABUNDANCE • Efficient - Zero waste • It’s evolving – greater order, complexity, beauty - dynamic equilibrium • Unique, distinctive It’s ALIVE!
  • 51. Some critical questions What will it take to restore a healthy relationship with Nature and serve life ? Are we going to be an economic sector that serves life or kills it?
  • 52. What will it take to have them fall in love with life? What will it take to have our guests feel their kinship (connection) with nature? How do we evoke wonder, awe, fascination, passion, reverence ? How can we learn to live by nature’s rules?
  • 53. What will it take to unleash the untapped potential within the human being and nurture our capacity to flourish? How do we put the HEART and SOUL back into tourism?
  • 54. How do we shift from mining to gardening? 54 How do we become the stewards &
  • 55. How do we shift from a Transaction to an Encounter?
  • 56. 56 Joy, delight, empathy, warmth, belonging, welcome, delight, aliveness Wonder, awe, meaning, purpose, fulfillment, connection Calm, peace, excitement, challenge, exhilaration, challenge, all senses alive & functioning HOW DO WE ENRICH THE ENCOUNTER?
  • 57. What HUMAN skills are needed?
  • 58. How do we create and sustain a Visitor Economy that tangibly enables resident individuals, businesses and communities to thrive, flourish and be healthy in every way? Individuals Enterprises Places
  • 59. The Benefits of Using Flourishing as an Indicator of Success Applicable to individuals, businesses, destinations (nature, culture and society) Encompasses human well-being, financial performance and environmental health Delivers: increased productivity, resilience, adaptability and innovative capacity Can be measured using indicators developed in psychology and ecology Allows for growth, development and evolution
  • 60. How do we grow Net Benefit ? Conceive wealth as “wellth” Ensure the benefits “stick” Localise Capitals or Capacities? Bring everyone along
  • 61. Start by Building a Healthy Community
  • 62. PERSPECTIVE – seeing tourism through a living systems lens PURPOSE/SUCCESS defining success, purpose, role PEOPLE Realising human potential RELATIONSHIPS/VALUE – enriching, enlivening, enchanting ENCOUNTERS COMMUNITY – tapping into collective intelligence ENTERPRISE/ECONOMY Flourishing Businesses PLACE WHO is this place and how do we love & care for it? That become flourishing places that care
  • 63. Re-member & Re-connect With ancient earth wisdom Kaitiakitanga Manaakitanga Kotahitanga Could Aotearoa brings us back to
  • 64. Thank you – please join us on this Journey Anna Pollock, Founder, Conscious Travel For more please ask! anna@conscious.travel +44 7799758672

Notas del editor

  1. You have to want to!