We are now more than half way through X. Festival 2022 and what a ride it's been so far. In the spirit of making knowledge accessible to all, we thought it would only be right to share a full stack of insights from Day 2, which focused on Sustainability Leadership and the Future of Tourism.
So how do we kick-off this article? Well, let's start by saying that today's sessions went beneath the surface of what can often be a painfully superficial space of statements, commitments, declarations and frankly empty commitments.
We really don't want to give airtime to that.
As an industry, we have a duty to face-up to our responsibility, recognise our role and influence and not shy away from the difficult realities or use our platform for greenwashing, whitewashing or even rainbow-washing for that matter.
Here's what we learnt when putting that at the heart of our 2022 programme.
Huh? Yes, we read that twice too. In our first panel we heard from Luigi Mazzaglia from VIREO, Albert Salman from Green Destinations and Natasha Montesalvo from EarthCheck, the only three organisations globally, responsible for GSTC Certification for Destinations.
A detailed discussion got right down to the merits and pitfalls of certification, where in fact the concluding remarks did indeed acknowledge that certification is one of the most important factors in providing a structure for development, change and positive impact. The accountability and transparency it brings are essential, not only for credibility but also in building trust through transparency. Consumers are increasingly seeking experiences which stand-up to their stated values and certification assures that these can be trusted.
So what's the catch? Well, sustainability certification is a process, both to reach it in the first place and then to build on it and improve thereafter. So what does it mean to be truly sustainable and are we ever really done in our commitment to become a sustainable destination?
We've been truly impressed by the incredible way in which Ingmar has used his skills as an entrepreneur to galvanise investors to use their power to instigate action on the climate emergency with We Don't Have Time. What Ingmar Rentzhog started as a call for action in Sweden, has now become a global movement, resulting in pressure not only from companies but also consumers forcing governments to listen and take action.
We balanced this out with Tarek Habib from Murmuration who showed us the role satellite data can play in understanding the macro-level impact tourism and human activity and its contribution to environmental change over time.
Both agree that we don't have time, but we do have a platform and a voice. Whilst Tarek's efforts to establish a clear set of indicators and framework to understand how tourism contributes to environmental strain and pressure points so policymakers can act decisively, Ingmar's global community has learnt the power of social pressure, where the platform built up through digital channels can prove itself to be catalytic with millions asking for a [better] future.
Lottie Norman joined us once again to share how Contiki are working closely with communities to tell their story and put values, rooted in diversity., at the very core of their business.
In a recent partnership with Turespaña, Contiki set-out to capture Barcelona's Pride Festival, building a campaign to celebrate their commitment to diversity. By giving a voice to the LGBTQIA+ community, Contiki wanted to tell the story of pride but ensure that it truly represented the community. They built a production team comprising only people from within the community, to shoot not only the festival but a lot more around it. It truly is remarkable what they've achieved and more importantly the authenticity and end-to-end brand commitment they put behind it.
Contiki really shows that as a brand they stand for something and can use this platform to become a powerful force of advocacy.
We checked-in with Melvin Mak from TUI to get deep insights on the pathway towards their ambitious co-lab initiative together with the Government of Rhodes. As they work hard to implement entire destination level supply-chain change to achieve a holistic transformation on the principles of sustainability, the complexity in doing so bites at every point.
Melvin explains more about the framework still being defined and explores a few of the large number of granular steps required to bring about change. The reality strikes when mapping out the sheer number of transformations needed, whilst recognising the interconnectivity across and amongst all of them on that journey of transformation.
What perhaps stands out more, is just how difficult change is when it is so dependent on forces which are seemingly out of your direct control. Governance, commitment and funding are all key to change, whether it's the electrification of mobility or the shift towards local sourcing whilst collaborating to achieve that.
What was formerly known as Tourism Vancouver Islands this year boldly announced its rebirth as 4VI (formerly Tourism Vancouver Island), a social enterprise committed to the pursuit of economic sustainability, ambitious growth and a profit reinvested in the interests of the destination.
Anthony Everett's 6am wake-up to join X. Festival 2022 was also a wake-up call to the hundreds of DMOs out there who are struggling to define their place in this scary new world of total transformation. The journey Anthony and his team are on is one of discovery, as they embark on a journey of change over time and one of entrepreneurship in driving the growth in revenue that will help to get them there.
Having once been committed to marketing in a sea of competing destination brands, Anthony shares how his organisation has embarked on a brave new journey in the destination ecosystem, more business like in finding a happy harmony with other destinations and more commercial in sharing learnings way outside of tourism together with the private sector, as they work towards an entirely new model for the destination.
What if you didn't have to redefine and rebuild but could start with a blank page? That's exactly what NEOM is doing as they set out a vision towards a new kind of destination where instead of a poor, disjointed and horribly fragmented digital customer journey that optimum 'dream' of a seamless, digitally connected journey is a reality.
With that, can we connect the data to empower the traveller to drive positive actions in better understanding the impact of their choices? Natasha Martin shared with us precisely this vision, where in her role as Head of Digital and Sustainability at NEOM, she is attempting to build a digitally connected, sustainable travel experience where visitor empowerment sits at the centre of change. A bold vision? We think so.
At this point in the programme it became clear that DMO 1.0 is well and truly dead, it's time for an upgrade. This is where Katarina Thorstensson gave us an insight into how Göteborg & Co is actively working to redefine the role of her organisation to one that looks far beyond tourism and attracting visitors, but looks at the quality of life and reflects on the complexity of the differing interests of those with a stake in the destination, including both transient and permanent residents. This is what she calls the DMO 2.0, a model built on a different set of values.
Aside from a mandate to change the narrative, bold action is clearly not possible without the data and knowledge underpinning it. Part of the shift Katarina shares with us is one of becoming data-driven at the core, a conclusion arrived at by recognising that knowledge gaps exist as part of this new framework, whilst discovering that the word 'flow' when we talk about tourism flow can reveal crucial insights when you examine the data, which may just change everything.
This is the starting point for Gothenburg's journey as they build a Destination Data Platform as part of closing the knowledge gap and creating a clear foundation for future action.
Ending the day with an overdose of optimism, we invited World Tourism Organization (UNWTO)'s Natalia Bayona to set the scene on why it is so important we invest the future of our sector, through education, innovation, people and start-ups.
A vibrant panel of truly outstanding start-ups each pitched their business whilst also stating the Sustainable Development Goals they're driven to solve - a reminder that commitment to purpose should sit at the heart of business today and the future. It seems clear, reflecting on the perspectives in this panel and the entire day of talks that sustainability is driving innovation today.
The start-ups we closed the day with show true brilliance in what they're doing, but it's the people behind them who are truly incredible, who encompass a sense of passion, determination and commitment to change. Perhaps they already have the answers, or they one day will, but it is clear that every problem we face as an industry, there is someone out there who already knows how to solve it.
Thanks to all the startups who took part, including Ahmed Hamed of ToBadaa, Fran Benedito of ClimateTrade™, Sevo Widodo of SiliconBali, Juliana Medina Rivero of IMPULSE Travel, Daphne Tsevreni of Clio Muse Tours and Dr. Marie R. Berthuel of BeFC Bioenzymatic Fuel Cells.
Don't forget, if you missed anything you can watch on-demand as a member or upgrade today with a 30 day trial, to get all of X. Festival 2022 on-demand and a lot more.
So how do we kick-off this article? Well, let's start by saying that today's sessions went beneath the surface of what can often be a painfully superficial space of statements, commitments, declarations and frankly empty commitments.
We really don't want to give airtime to that.
As an industry, we have a duty to face-up to our responsibility, recognise our role and influence and not shy away from the difficult realities or use our platform for greenwashing, whitewashing or even rainbow-washing for that matter.
Here's what we learnt when putting that at the heart of our 2022 programme.
Huh? Yes, we read that twice too. In our first panel we heard from Luigi Mazzaglia from VIREO, Albert Salman from Green Destinations and Natasha Montesalvo from EarthCheck, the only three organisations globally, responsible for GSTC Certification for Destinations.
A detailed discussion got right down to the merits and pitfalls of certification, where in fact the concluding remarks did indeed acknowledge that certification is one of the most important factors in providing a structure for development, change and positive impact. The accountability and transparency it brings are essential, not only for credibility but also in building trust through transparency. Consumers are increasingly seeking experiences which stand-up to their stated values and certification assures that these can be trusted.
So what's the catch? Well, sustainability certification is a process, both to reach it in the first place and then to build on it and improve thereafter. So what does it mean to be truly sustainable and are we ever really done in our commitment to become a sustainable destination?
We've been truly impressed by the incredible way in which Ingmar has used his skills as an entrepreneur to galvanise investors to use their power to instigate action on the climate emergency with We Don't Have Time. What Ingmar Rentzhog started as a call for action in Sweden, has now become a global movement, resulting in pressure not only from companies but also consumers forcing governments to listen and take action.
We balanced this out with Tarek Habib from Murmuration who showed us the role satellite data can play in understanding the macro-level impact tourism and human activity and its contribution to environmental change over time.
Both agree that we don't have time, but we do have a platform and a voice. Whilst Tarek's efforts to establish a clear set of indicators and framework to understand how tourism contributes to environmental strain and pressure points so policymakers can act decisively, Ingmar's global community has learnt the power of social pressure, where the platform built up through digital channels can prove itself to be catalytic with millions asking for a [better] future.
Lottie Norman joined us once again to share how Contiki are working closely with communities to tell their story and put values, rooted in diversity., at the very core of their business.
In a recent partnership with Turespaña, Contiki set-out to capture Barcelona's Pride Festival, building a campaign to celebrate their commitment to diversity. By giving a voice to the LGBTQIA+ community, Contiki wanted to tell the story of pride but ensure that it truly represented the community. They built a production team comprising only people from within the community, to shoot not only the festival but a lot more around it. It truly is remarkable what they've achieved and more importantly the authenticity and end-to-end brand commitment they put behind it.
Contiki really shows that as a brand they stand for something and can use this platform to become a powerful force of advocacy.
We checked-in with Melvin Mak from TUI to get deep insights on the pathway towards their ambitious co-lab initiative together with the Government of Rhodes. As they work hard to implement entire destination level supply-chain change to achieve a holistic transformation on the principles of sustainability, the complexity in doing so bites at every point.
Melvin explains more about the framework still being defined and explores a few of the large number of granular steps required to bring about change. The reality strikes when mapping out the sheer number of transformations needed, whilst recognising the interconnectivity across and amongst all of them on that journey of transformation.
What perhaps stands out more, is just how difficult change is when it is so dependent on forces which are seemingly out of your direct control. Governance, commitment and funding are all key to change, whether it's the electrification of mobility or the shift towards local sourcing whilst collaborating to achieve that.
What was formerly known as Tourism Vancouver Islands this year boldly announced its rebirth as 4VI (formerly Tourism Vancouver Island), a social enterprise committed to the pursuit of economic sustainability, ambitious growth and a profit reinvested in the interests of the destination.
Anthony Everett's 6am wake-up to join X. Festival 2022 was also a wake-up call to the hundreds of DMOs out there who are struggling to define their place in this scary new world of total transformation. The journey Anthony and his team are on is one of discovery, as they embark on a journey of change over time and one of entrepreneurship in driving the growth in revenue that will help to get them there.
Having once been committed to marketing in a sea of competing destination brands, Anthony shares how his organisation has embarked on a brave new journey in the destination ecosystem, more business like in finding a happy harmony with other destinations and more commercial in sharing learnings way outside of tourism together with the private sector, as they work towards an entirely new model for the destination.
What if you didn't have to redefine and rebuild but could start with a blank page? That's exactly what NEOM is doing as they set out a vision towards a new kind of destination where instead of a poor, disjointed and horribly fragmented digital customer journey that optimum 'dream' of a seamless, digitally connected journey is a reality.
With that, can we connect the data to empower the traveller to drive positive actions in better understanding the impact of their choices? Natasha Martin shared with us precisely this vision, where in her role as Head of Digital and Sustainability at NEOM, she is attempting to build a digitally connected, sustainable travel experience where visitor empowerment sits at the centre of change. A bold vision? We think so.
At this point in the programme it became clear that DMO 1.0 is well and truly dead, it's time for an upgrade. This is where Katarina Thorstensson gave us an insight into how Göteborg & Co is actively working to redefine the role of her organisation to one that looks far beyond tourism and attracting visitors, but looks at the quality of life and reflects on the complexity of the differing interests of those with a stake in the destination, including both transient and permanent residents. This is what she calls the DMO 2.0, a model built on a different set of values.
Aside from a mandate to change the narrative, bold action is clearly not possible without the data and knowledge underpinning it. Part of the shift Katarina shares with us is one of becoming data-driven at the core, a conclusion arrived at by recognising that knowledge gaps exist as part of this new framework, whilst discovering that the word 'flow' when we talk about tourism flow can reveal crucial insights when you examine the data, which may just change everything.
This is the starting point for Gothenburg's journey as they build a Destination Data Platform as part of closing the knowledge gap and creating a clear foundation for future action.
Ending the day with an overdose of optimism, we invited World Tourism Organization (UNWTO)'s Natalia Bayona to set the scene on why it is so important we invest the future of our sector, through education, innovation, people and start-ups.
A vibrant panel of truly outstanding start-ups each pitched their business whilst also stating the Sustainable Development Goals they're driven to solve - a reminder that commitment to purpose should sit at the heart of business today and the future. It seems clear, reflecting on the perspectives in this panel and the entire day of talks that sustainability is driving innovation today.
The start-ups we closed the day with show true brilliance in what they're doing, but it's the people behind them who are truly incredible, who encompass a sense of passion, determination and commitment to change. Perhaps they already have the answers, or they one day will, but it is clear that every problem we face as an industry, there is someone out there who already knows how to solve it.
Thanks to all the startups who took part, including Ahmed Hamed of ToBadaa, Fran Benedito of ClimateTrade™, Sevo Widodo of SiliconBali, Juliana Medina Rivero of IMPULSE Travel, Daphne Tsevreni of Clio Muse Tours and Dr. Marie R. Berthuel of BeFC Bioenzymatic Fuel Cells.
Don't forget, if you missed anything you can watch on-demand as a member or upgrade today with a 30 day trial, to get all of X. Festival 2022 on-demand and a lot more.
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