Four key points in my story

1. Humanity and tourism have to make radical changes to avoid breakdown

2. We have the knowledge, skills, technology to breakthrough but only if we jettison

business as usual. The future is ours to create.

3. Tourism can contribute to and benefit from that shift provided that we too shift
from being extractors of wealth to generators of “wellth.”

4. Mexico, especially part of the tourism sector which gets people out into nature,
can prosper by leading in this shift.
Where are we now in our story?

We’re Here!
The bad news and the good
The
Greta
Effect
Biodiversity
Loss
Economi
cs
Economi
cs
Economi
cs

https://www.youtube.com/watch?v=53bjsH3V8YU
Politics
Socio- Political Tension
Technology
Automation … De-humanization …
Depression
Our Own Wake Up
Call
Costs Rising, Returns Diminishing
Sustainable Practices Essential But Not
Enough
•

•
What’s the solution to these Wicked Problems?

So we must learn to
see the world anew…
But where do we start?
What are the 3 things we know for
certain about the future?
It hasn’t happened yet!

It’s the sum total of the visible actions and

choices made by people in the past!

That were all shaped by invisible, thoughts,

beliefs, assumptions and values
Visible Imaginings in
1950
Visible Imaginings in 1950
Industrial-Machine Thinking (1950 –
2020)

•
•
•
•
•
•
Industrial Tourism
the1950-2020
assembly line
 What’s Missing in these
Images?

Nature Life! People

 The Mindset shift
is happening all around tourism
Re-framing = Seeing ourselves differently
What’s driving the
shift?
 WE the People are Changing

“Don't ask yourself what the

world needs. Ask yourself what
makes you come
alive, and go do that,
because what the world needs is
people who have come alive.”
Howard Thurman
“I don’t think people are
looking for the meaning of
life as much as they are
looking for the experience of
being alive”
Joseph Campbell
 What do we wish for our children,
for each other?
Well-being, Wellth
Health
Vitality
Resilience
Creativity
Aliveness
Peak performance
Joy

To To
More People Are Caring
WE Consumers are Changing
Five critical questions
3. How do we create MEANINGFUL ENCOUNTERS that enchant,
enliven and enrich ?
4. How do we create and sustain a Visitor Economy that tangibly
enables resident individuals, businesses and communities to thrive and
be healthy in every way?
 5. How do we create greater Net Benefit ?
Conceive wealth as “wellth” Ensure the benefits “stick” Bring everyone along
Localise
Return on Multiple Capitals
 5. How do we create greater Net Benefit ?
Think through a Think Business Webs
Think Ecosystem
living systems lens…… Think Value Networks
 5. How do we create greater Net Benefit ?

Think WHOLES Think LIFE!

We Re-frame the concept of DESTINATION
Machine

to

Living System

Assembly Line

to

Community

Silos & Hierarchy

To

Collaborative Network
• It’s self-organizing • Productive – generates ABUNDANCE

• Creates conditions for other life to exist • Efficient - Zero waste

• Adaptable, constantly changing, resilient • It’s evolving – greater order, complexity,

(learning) beauty - dynamic equilibrium

• Balance with all other parts – harmony • Unique, distinctive

REGENERATIVE TOURISM FOR A LIVING
PLANET
Implications for Mexico’s Outdoor Adventure
Sector
Butterfly Story as
Metaphor
Thank you – join me on this Journey