The rise of regenerative travel
The time has come to forget travel trends and adopt a new travel lifestyle. With Condé Naste, Tatler and the New York times all talking about regenerative travel – we thought we would discuss this movement, where visitors actively improve their destination.
A moment for reflection
Where the pandemic has sent shockwaves through the tourism sector, with the World Travel & Tourism Council projecting losses at a minimum of $3.4 trillion, it has also provided a moment for reflection.
There has been an unprecedented opportunity to rethink the travel and hospitality offer entirely, develop new standards and propositions for a return to tourism that will primarily support local communities, create employment, preserve the heritage and better promote authentic culture. The industry needs to recover, but it shouldn’t return to where it was. We need to harness this silver lining and begin again, regeneratively.
Pre-pandemic
Over-tourism has to be corrected. For years, the success of tourism and destinations has been marked by numbers of tourists, this should no longer be the case, it cannot solely be for the sake of the economy.
Before covid, the world saw the effects of over-tourism with Venice, home to just 55,000 permanent residents, welcoming 120,000 people a day and Dubrovnik forced to limit cruise ships docking during the peak season. Many popular destinations saw local people leave, displaced by hotels and home rentals.
Hoteliers and operators need to put back and be proactive in doing more for the environment and community than they are taking from them. It has to move past a superficial engagement and give more power to the local people and place.
‘Nature and culture are the two great garments of human life, business and technology are the two great tools that can and should serve them’
EF Schumacher
Moving past trends, into purpose
We have seen trends of eco-travel, sustainable tourism and transformative travel. Hotels and resorts have considered the environment by building with solar panels and sourcing local materials, they have addressed communities with a facade commitment allowing souvenirs to be sold in their gift shops and have seized to the wellness trend with associations to yogi lifestyles. Now is the time to go deeper, to make real connections. It requires travellers to travel with purpose and hoteliers and operators to go above and beyond the efforts of ‘eco-tourism’.
Regenerative travel is about going further than not harming the destination it’s about making a positive impact on the places we visit.
As tourism positions itself as a force for good, hospitality must be mindful of their place in their environment and community, to find a balance where the local area and people benefit as much as the hotel or resort.
How we can help you
A well-told story, borne of authenticity, is something that will build a meaningful connection with your audience.
Regenerative travel is about creating deeper connections, strengthened by transparency and trust. We can help you find your differentiation and tell your story, bringing with it all the benefits of an improved relationship between you, your guest, and your destination.
Through truthful, compelling storytelling, we can guide you through the journey and help communicate your purpose to both guests and the communities in which you operate.
