The first lockdown has seen phenomena such as polluted skies and even canal water clearing in previously overcrowded cities. It is also useful for the world of tourism to consider the positive aspects of a circumstance of great change as it can be an opportunity to start taking care of the world we live in, in a different way, starting with economic activities.
We hear so much about mass tourism, pollution, loss of local identities and environmental degradation; what if now is the time to think about quality rather than quantity?
In previous years, destinations have struggled to cope with high tourist numbers, and now they are facing the opposite situation. This is the moment for destinations and their citizens to think about how to start again. Today, the chance to implement what we have heard so much about – sustainable tourism – has arrived thanks to a planet that is giving us a second chance.
The World Tourism Organisation[1] defines sustainable tourism products as “those that operate in harmony with the environment, the community and local cultures, so that they are the beneficiaries and not the victims of tourism development”. In this definition, it is clear that sustainable tourism looks primarily to the future, ensuring a lasting economic development and contributing to an improvement in the quality of life of local populations.
The concepts of popularity and affluence are addressed by Destination Management, a discipline that deals with promoting and enhancing a specific territory, highlighting its cultural, environmental and food and wine characteristics, in order to create tourist flows that meet the economic needs of the destination. This is done both by intercepting a balanced and sustainable demand and by managing the image of the location in cooperation with the stakeholders [2]. Questions such as: “What is attractive about the destination?”, “What kind of target audience do we want?”, “How can we build customer loyalty?”, “How can we measure our social impact?” are a good way of thinking about how to position ourselves in the market in a clear and distinctive way. The following are a few reflections on how to seize the opportunity that this historic moment offers us, by thinking in concrete terms about the concept of sustainability:
- Ensuring a memorable and meaningful experience
While some of the objectives of a trip are to learn, discover, experience the cultural attractions and consume the typical products of a particular tourist destination, it is also relevant to protect the origin of these products. Many emotional, intellectual and spiritual aspects characterise societies that possess art, architecture, culture, cuisine, literature, music, values, beliefs, traditions and so on. Taking care of these aspects when the goal is to offer a memorable and meaningful experience is the key. Investing in the local population, for example by buying from local markets, or incorporating some activity into your structure, such as a cookery course run by local people, can be a great way to offer a memorable experience, while at the same time maintaining the traditions and customs that characterize the location.
- Contribute meaningfully to the community
As mentioned in the previous point, local people and activities are what make a destination unique. Making a positive impact on the destination, for example by relying on renewable energy resources, serving 0-km food or generally taking care of the environment surrounding the business, will not only convey a responsible image, but will also bring local people to facilities designed to accommodate tourists.
The possibilities for attracting people who will not necessarily use a hotel room are endless: a restaurant with a seasonal menu and products that change according to the availability of the day, themed aperitifs (e.g. “the bubbles of the mountain”), beauty services that can take advantage of a broader outline such as the possibility of stopping to sip a local herbal tea, etc., are all ways of building customer loyalty by focusing on value creation.
- Thinking about the touristic product
A product is a combination of tangible and intangible assets, as well as natural and man-made resources. The mix of these resources represents the heart of destination marketing, which aims to create a complete emotional experience. It is important to remember that the tourism product also has a life cycle,
Defining the kind of product in question is therefore very important. Is it urban tourism? Sports tourism? Food and wine tourism? Or rural tourism?
Each type of location involves a distinct product with its own characteristics. Consequently, its life cycle implies a special study. If a product was successful five years ago, it will not necessarily be so successful today. Keeping up with current trends and maintaining consistency with your vision will allow you to regenerate and not fall into the trap of “it will be successful because it has always been successful”.
The current situation is offering the hospitality sector a new chance to restart and correct the mistakes of the past. The future of local communities is what will preserve the traditions and peculiarities of a place, the source of the deepest tourist interest.
Investing in quality rather than quantity tourism is a good strategy to ensure a solid and valuable future for the whole industry.
Martina Guizzardi
Content editor
Hospite – The Italian Hospitality Academy
[1] https://www.unwto.org/sustainable-development
[2] Portatori di interessi nei confronti di una iniziativa economica, una società o un qualsiasi altro progetto. (https://it.wikipedia.org/wiki/Portatore_d%27interessi#:~:text=In%20economia%20il%20portatore%20d,o%20un%20qualsiasi%20altro%20progetto.)