The Future of Tourism - a symphony of sustainability
The COVID-19 pandemic was a rallying call to people working in the travel industry and, in particular, to those who are dedicated to sustainable tourism and all its guiding principles. One particularly influential chorus of changemakers was created during this time - the Future of Tourism, a coalition of six leading sustainable NGOs, who then went on to gather up a rapidly growing membership of hundreds, of which we are now one.
We are delighted to be adding our voice to this movement, as we believe that the Future of Tourism’s Guiding Principles align perfectly with our own mission at GLP. It has in fact been a relief for us to see so many missions aligning, at a time when we all need to find strength. We have always valued learning from our peers, sharing our own knowledge and coming together to share stories and experiences. May the many strong voices of this chorus be heard loud and clear for many years to come.
Future of Tourism’s 13 Guiding Principles
1. See THE WHOLE PICTURE
In our films and written content, we create stories with layers. Stories that not only focus on one product but on natural and cultural heritage, communities and much more. The bigger the picture, the richer the story and we know that storytelling works in sustainable tourism.
2. Use SUSTAINABLE Standards
We seek to work with certification schemes that are internationally approved by the Global Sustainable Tourism Council (GSTC), with whom we have collaborated as partners in content creation.
3. Collaborate in destination management
Content creation and storytelling in sustainable tourism is all about collaboration. From tourism boards to tour guides, government ministers to community elders, we aim to give everyone a voice at the table.
4. Choose quality over quantity
We support destinations who think outside the box when it comes to content marketing. Destinations that focus on biodiversity over bednights, community over crowds. Sometimes it’s the small stories that make the biggest splash.
5. Demand fair income distribution
We totally support the Future of Tourism’s drive for equitable distribution of tourism income in a destination. We create films about communities in remote, off-the-beaten track places, helping drive visitors and online traffic to new places and new people.
6. Reduce tourism's burden
By creating sustainable tourism content marketing strategies with destination management organizations, or NGOs such as Green Destinations, we ask them to consider tourism’s impacts on their destination. From wildlife conservation organizations to NGOs that reduce waste and provide clean water, we believe content can create change.
7. Redefine economic success
Storytelling is at the heart of our sustainable tourism content, and by seeking out the inspirational voices in a tourism community, we are favoring small business development and the enhancement of local supply chains, all ways in which tourism can redefine economic success.
8. Mitigate climate impacts
By creating content for travel organizations that encourage tourists to fly less and stay in a destination longer, use low carbon transport and also reduce plastic usage, our message around mitigating climate impacts is strong. However,we are sure it could be stronger. Driving and flying in the US for example, where GLP is based, is still very much default for many, and we are striving to improve our messaging on that front.
9. Close the loop on resources
Say no to SUP - as in Single Use Plastic (we say a big yes to Stand-Up-Paddling, a very different SUP). In house and when out filming we are doing our best to stop the use of disposable plastics, and will always point out to tourism organizations whom we partner with if they are ignoring this important issue. On a positive note, food tourism and local sourcing always feature in our films and will continue to do so.
10. Contain tourism's land use
By supporting tourism organizations that are actively controlling over-development in tourism areas, and also protecting the land rights of indigenous communities, we are putting out a positive message that less is more. We salute the Future of Tourism for making this one of their guiding principles, as resort sprawl and the concreting over of cultural and natural heritage must stop.
11. Diversify source markets
This principle, driven in particular by the global lockdown and the needs of communities on our doorsteps, is all about pivoting marketing strategies to focus on domestic markets. Our recent film series on Portland, Maine did just that and it has been a joy to raise awareness of our own cultural and natural heritage.
12. Protect sense of place
We understand that tourism branding must zoom in on a sense of place. We also believe that messaging around this can sometimes be quite simple. Go back to basics. What does this place mean to the people who live there? How can we shout about that in our storytelling marketing campaigns? From the intangible cultural heritage to community pride, GLP gets this and knows how to create stories around it.
13. Operate business responsibly
This principle is about incentivizing and rewarding tourism businesses that support as many of the above actions as possible. When we create content for a destination or organization, we not only seek out the sustainable stories but also the people who are really making a difference. We put them in the limelight, because we believe that they are shining examples.