Road to Resilience - Transfer post-pandemic Mass/Overtourismus into sustainability and regional welfare

1. R O A D T O
R E S I L I E N C E -
L E V E R A G I N G
„ O V E R T O U R I S M “ I N T O
S U S T A I N A B I L I T Y A N D
R E G I O N A L W E L F A R E
R I C H A R D A D A M
SCoT Webinar, Nov. 20, 2021

2. TOURISM WASN´T PERFECT PRIOR TO THE PANDEMIC …
… DOES IT MAKE SENSE TO RESTORE AN OBSOLETE SYSTEM ?
© Richard Adam - Road to Resilience - SCoT Webinar - November 2021
- Due to unexpensive airfares and
positive consumer climate, tourism
has grown globally for decades – but
the average spending per trip has not
- Popular places have lost authenticity
and gained sameness to great extend
- Destination management &
stewardship focused on promotion
- „Visitor numbers“ primary key
indicator
- Infrastructure developments quantity
oriented
- Volume beforeValue
- Climate change and ethical aspects
require conseqences
Etc.

3. A HEALTHY & VIABLE TOURISM POSITIONING
Attractiveness
Retention & Advocacy
Sustainability
© Richard Adam - Road to Resilience - SCoT Webinar - November 2021

4. A … TOURISM POSITIONING
Attractiveness
Retention & Advocacy
Sustainability
Mass-/Excess-
Overtourism
© Richard Adam - Road to Resilience - SCoT Webinar - November 2021

5. DRIVERS OF ATTRACTIVENESS
Attractiveness
Identity
Relevance
- Real value creation
for special interests
- Digital vs. Product
innovation
- Digital process
outsourcing vs. digital
detox
- Franchise copycats
vs.Authenticity
- Transaction vs.
Experience
© Richard Adam - Road to Resilience - SCoT Webinar - November 2021

6. RETENTION & ADVOCACY
Retention &
Advocacy
Visitor
Experience
Swarm
Intelligence
… if „word of mouth“ isn´t
working for you, you cannot
compensate that with
advertising – not in a digitally
connected world
© Richard Adam - Road to Resilience - SCoT Webinar - November 2021

7. SUSTAINABILITY
– LIP SERVICE OR INTEGRATED MANAGEMENT?
Sustainability
- economical
- ecological
- social
KPIs
Conditions
© Richard Adam - Road to Resilience - SCoT Webinar - November 2021
- Cost of living
for locals
- Crowded
- Soaring
landprice
- Centrifugal
forces
- Pollution
Increasing impact of
sustainable and ethical
conciousness on booking
decisions

8. „OVERTOURISM“: VALUE UNLEVERAGED
Mass-/Excess-
Overtourism
© Richard Adam - Road to Resilience - SCoT Webinar - November 2021

9. „OVERTOURISM“/MASSTOURISM IS UNLEVERAGED LOCAL WELFARE
• Will differentiate
between „cheap“ and
„value“
• „Community
pricetag“ contributes
to local welfare,
improves yielding,
reduces numbers
• Maintains
• Quality improves
• KPIs to measure,
steer and monitor
development and to
proactively balance
interests
Sustainability Attractiveness
Retention&
Advocacy
© Richard Adam - Road to Resilience - SCoT Webinar - November 2021

10. C O N C L U S I O N ( 1 ) :
R E S I L I E N C E R E Q U I R E S …
© Richard Adam - Road to Resilience - SCoT Webinar - November 2021
Real visitor experience will define advocacy, therefore „the bitterness of
poor quality remains long after the sweetness of low price is forgotten“ (Ian
Richardson), here reality beats perception
Resources to be focused on value creation in placemaking and on needs
of visitors and locals, therefore visitor experience is the relevant
currency of sustainability in tourism
Attractiveness defined by crowd intelligence based on advocacy
Visitors become more aware of sustainability measures and ethical
situations on site with influence on attractiveness and therefore booking
behavior
Places have to maintain authenticity to avoid identity of sameness
In destination and relevant business units: higher demand of executives
with proven experience in development, restructuring and recovery,
people used to growth and promotion focused, might be forced to re-
learn.
Post-pandemic traumata with tendencies to avoid crowds so mass
tourism will be more rejected

11. C O N C L U S I O N ( 2 ) :
R E S I L I E N C E R E Q U I R E S …
© Richard Adam - Road to Resilience - SCoT Webinar - November 2021
Retention and advocacy more effective in domestic and neighbouring
source markets
When attached with a price tag „overtourism“ can leverage significant
additional welfare for local communities beyond the spending in tourism
related expenses, means higher yielding for the community (not
selected businesses) by keeping numbers under control
Value oriented visitors may increase social encounters and life quality of
locals due to less crowds,
Mass-/Excess- or „Overtourism“ only remains a problem as long as
value is given away to cheap (daytourism) or only a few harvest the
profit and the local community has to bear higher cost of living
(apartments transferred to AirBnB) and other consequences
Drain of capital out of local tourism profits (e.g. franchisors, real estate
owners) needs to be reduced
A set of KPIs beyond visitor numbers is needed to balance economic,
social and ecological interests

12. C O N T A C T
R I C H A R D A DA M
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