Presentation given at the NZRA conference for protected area management in Sydney on 27/07/2017.

1. 1. Plan ahead and prepare
2. Travel and camp on durable surfaces
3. Dispose of waste properly
4. Leave what you find
5. Minimise the impact of fire
6. Respect wildlife
7. Be considerate of others
Tourism & Recreation
Technology
Minimal Impacts & “Other” Outcomes
Mike Welling: NZRA: 27/07/2017
cameron@lnt.org.au

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Leave No Trace™ Australia: Founders & Executives
Tim Macartney-Snape – Chairman
AM OAM Mountaineer, Author. Co-founder
Sea to Summit, 1st Australian to climb
Everest. Tim is founder and Patron of the
World Transformation Movement, Chairman
of Leave No Trace™ Australia and a member
of the Fred Hollows Foundation and advisor
to World Expeditions.
Irene Davey – Advisor Cultural
Kimberley delegate to the Uluru
Constitution Convention 2017. Founding
member and director of West Australian
Indigenous Tour Operators Committee
(WAITOC),Director of Ardyaloon Council,
the Bardi Jawi Proscribed Body
Corporate, the Aboriginal Lands Trust,
and Kimberley Law and Culture Centre.
Mike Welling – Advisor Environment
Biologist. Analytics consultant. 20 years
experience in advanced analytics, technology.
Special advisor to Leave No Trace™ on
environment. Previous advisor/post-grad
researcher at FUMDHAM/IBAMA. Canyoning
guide and vertical rescue operator.
Cameron Crowe – CEO/Founder
40 years experience in eco/cultural
tourism and agribusiness. Founder and
Executive Director of Leave No Trace™
Australia, and a founding board member
of Leave No Trace™ New Zealand. He
sits on the board of Dieback Working
Group.
2

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The Big Picture:
The 4th Industrial revolution:
Tourism is no different and is
being disrupted / transformed
“3 Major Trends”
3

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Trend 1: Data
• IoT – Connected devices
• Ai – Machine learning
• GIS – Geolocation services
4
“Predictive Analytics”

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Trend 2: Recreation Technology
• Low-cost electronics
• Virtualised environments
• Skills less important
5
“The Go-pro Generation”

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Trend 3: Social Media
• Sharing instantaneously
• The like currency
• Mass destination marketing
6
“Selfie Tourism”

7. What Does it Mean For
Australia / New Zealand?
1. The global travel boom particular from
China/India emerging middle classes.
2. Nature and cultural experiences are a
major draw card for visitors.
3. Protected areas will see significant
pressure from younger adventure seekers –
social sharing.
1.2 million Chinese visited
in 2016. In the past decade,
Chinese tourism has grown
by 284 per cent.

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Over-tourism Impacts
Pressures on protected areas will
have long-term negative impacts
unless adequately managed.
1. Biosecurity
2. Degradation
3. Cultural Impacts
8

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Leave No Trace – Strategic Objectives 2017
Establish Leave No Trace as an
outcomes based social enterprise.
1. Communication & awareness
2. Community engagement
3. Focus on partnerships
9
Corporate Partnership:
Cultural
Source: UNWTO 2015 Annual Report
Tourism provides the strongest driver to restore, protect and
promote indigenous cultures, and conversely, carries the
potential to diminish and destroy those cultures when
improperly developed.
1. Acknowledge traditional peoples as
owners and managers of their lands
and seas – living cultural landscapes.
2. Respect for culture, values of people
and places you are visiting.
3. Responsibility – Indigenous people
have ongoing obligations to look after
their country and this includes visitor
impacts.
1. Plan ahead and prepare
2. Travel and camp on durable surfaces
3. Dispose of waste properly
4. Leave what you find
5. Minimise the impact of fire
6. Respect wildlife
7. Be considerate of others
Corporate Partnership:
Environmental
Source: UNWTO Global Report on Adventure Tourism
One of the biggest industry challenges facing adventure
tourism in the next 25 years will be: Lack of appreciation of
the critical nature of the balance between a pristine
environment and the number of human beings who can
experience it before it is negatively affected.

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The Role of Technology
10
• Use technology as an enabler
• Use data and analytics to track ‘outcomes’

11. WEJUGO Pty Ltd
Artificial intelligence for adventure
mikew@wejugo.co
WEJUGO is a travel technology and data business
that connects adventure seekers with marketers through
personalised adventure experiences created through artificial
intelligence, geospatial analytics and Internet of things.
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WEJUGO: Make Your Own Adventure
Adventure Seekers Destination Marketers
Connecting to the right
content at the right time in
their search journey
“personalised adventure”
WEJUGO creates personalised adventure experiences
through a combination of rich content, data and artificial
intelligence (AI) and delivers them to adventure seekers
at the relevant stage in their adventure search journey.
“Make your own adventure”
Connecting to the right
consumer at the right time
in their search journey
“targeted experiences”

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The WEJUGO Adventure Search Journey
WEJUGO connects adventure seekers with targeted, relevant content at all stages on their search journey
13
Dreaming: Nature as a destination
Planning: Raising awareness
Booking: Information packs
Destination: Targeted messages
Post-holiday: Advocacy

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WEJUGO: Intelligence in Motion
WEJUGO creates insights around adventure
participation and preference through a combination of
geospatial, transactional and search data and delivers
them to adventure tourism marketers and analysts.
“Intelligence in motion”
Data Driven Marketers
Developing the right
experiences and products
based on consumer
behaviour/preferences
“marketing analytics”
Planning and mgmt for
the future and long-term
economic growth and
sustainability
“predictive analytics”
Primary Industries

15. Any Questions?
Leave No Trace Australia is a national non-profit
organisation dedicated to promoting and inspiring
responsible outdoor travel and recreation through
education, research and partnerships.
Email: mikew@wejugo.co
Website: http://www.wejugo.com
Phone: +61 (0) 407 244 382
Address: 43 Victoria Street, McMahons Point, 2060, NSW
Email: cameron@lnt.org.au
Website: http://www.lnt.org.au
Phone: +61 (0) 438 501 112
Address: PO Box 71, Cottesloe, 6911 WA