Regenerative hospitality requires new narratives
The tourism narrative has so far prioritised the satisfaction of travellers, often at the expense of local communities and ecosystems. The shift towards localism and revitalising local tourism economies requires a new narrative: one of shared responsibility and commitment to the creation of an industry that is equitable, inclusive, and beneficial for everyone.
For decades, the narrative surrounding tourism has predominantly shaped around the traveler — their comfort, desires, and satisfaction, often at the expense of local communities and ecosystems. The focus on ‘guest-centric’ tourism has fuelled a cycle of exploitation, environmental degradation, and cultural commodification. Crowded destinations, pollution, and cultural sites losing their authenticity have become common issues. Local communities have often been marginalised, with their traditions exploited for tourism's benefit. The economic gains from tourism have been unevenly distributed, leaving many local communities with little benefit while bearing most of the negative impacts of tourism.
Regenerative approaches to hospitality and tourism require the emergence of a new narrative; a profound shift in our collective story. This new narrative recognises the interconnectedness of people, places, and ecosystems, understanding that tourism is deeply intertwined with broader social and environmental contexts. It involves valuing local cultures, traditions, and ecosystems, preserving and promoting them rather than exploiting them for profit.
Central to this new narrative is the concept of shared responsibility and a commitment to creating an industry that is equitable, inclusive, and beneficial for all stakeholders. It challenges the prevailing notion of resource exploitation, prioritising preservation and celebration instead.
In this new framework, tourism becomes a tool for fostering meaningful connections between people and places, enriching both visitors and host communities alike. Taking actionable steps to (re)write the narratives of their ventures, hospitality business owners can cultivate a culture of responsibility and reciprocity, going beyond environmental-friendly practices, to actively support local businesses and empower communities to reclaim ownership of their cultural heritage and natural resources, ultimately contributing to a more balanced and mutually beneficial form of tourism, while attracting tourists seeking genuine cultural encounters.
As with any shift in focus, time and careful consideration is essential. It's imperative to take the time to understand what it truly means to conduct business in a manner that genuinely benefits local communities, as this varies greatly from one community to another. Thorough research into the neighbourhood's history, demographics, and political landscape is essential to understand the local context and develop initiatives that resonate with the community's values.
It's crucial for this new narrative to address the issue of economic inequality, questioning who is financially benefiting from tourism, and ensuring that tourism benefits contribute to greater economic equality, creating more inclusive economic opportunities within the community.
Ultimately, the future of tourism lies in reimagining our place in the world and embracing a narrative of solidarity and stewardship, where the economic benefits of tourism are used for the good of destinations and communities.
If you would like to see how we can help you (re)shape the narrative of your hospitality business in a personalised approach tailored to your environment, get in touch. We would love to hear from you.
Tourism can contribute to poverty by not integrating communities
Some of the most renowned tourism destinations also have the highest levels of poverty. Despite their economic challenges, people have opportunities to visit and explore some of the world's most economically disadvantaged countries. Why?
Despite steady streams of tourists, the benefits of tourism seldom translate into tangible improvements for the local communities in those destinations. Many of these places grapple with staggering levels of poverty among their local communities. Why? Because the local communities are not integrated in the tourism value chain. This lack of inclusion means that the economic benefits generated by tourism largely bypass those who call these destinations home. Instead, it tends to line the pockets of external stakeholders, such as multinational corporations, hotel chains, or tour operators, who often dominate the tourism sector. Local residents often find themselves on the sidelines, struggling to access economic opportunities or reap the rewards of increased tourism activity. As a result, the socio-economic disparities within these destinations remain stark, with poverty levels remaining high despite the apparent prosperity brought by tourism.
Tourism has the potential to uplift communities, but when these benefits exclude and bypass local residents, poverty can persist, or even worsen.
While the tourism sector creates job opportunities, they often offer low wages and little job security, while the surge in demand for goods and services drives up prices, making essentials unaffordable for local residents.
To realise the potential of tourism in fostering sustainable development, it is necessary to prioritise inclusive strategies that empower and involve local residents in decision-making processes, ensure equitable distribution of tourism revenue, and promote initiatives that benefit the broader community.
Only through efforts that focus on meaningful and effective participatory approaches that prioritise support for community-based tourism, integrated local supply chains for tourism and well-remunerated local workers. Integrating local supply chains ensures that a greater portion of tourism spending circulates within the local economy, creating multiplier effects that benefit the broader community.
Only through efforts to prioritise the well-being of local communities can tourism truly become a force for positive change, lifting communities out of poverty and fostering long-term prosperity.
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Sources: Inspired by the eye-opening documentary "The Last Tourist" published on the tourism industry a couple of years ago, and the wonderful people that contributed to the documentary, shedding light on the complexities and injustices within the tourism industry.