Tourism Richmond participated in Destination Canada’s International Symposium on Destination Stewardship Conference from November 6 to 8, 2023, held at the Canadian Museum of History in Gatineau, Quebec. The conference aimed to spark global conversation about the future of tourism, encouraging communities to embrace a regenerative mindset and serve as a catalyst for change and growth.

Tourism Richmond’s CEO, Nancy Small and Director of Marketing and Business Development, Patrick Gill

Read on to discover some key topics from the conference.

Harnessing the Power of Shared Human Values to Connect People

In his keynote address, David Allison, the founder of Valuegraphics, emphasized the pivotal significance of values as the determining factor in understanding individuals’ decision-making processes. Allison contended that demographics, in contrast, are less effective in providing insights into people, asserting that they only explain what individuals are rather than who they are. He explained that values serve as a more insightful indicator of who the individual is.

Why is this important to tourism?

Allison shared insights from his research, which revealed that grouping people together based on values can achieve high levels of similarity and cohesion. Illustrating with an example of potential visitors from Germany and California, who were interested in a Canadian Indigenous experience. David emphasized how values could provide tailored experiences. Allison urged a shift in perspective from demographics to values in understanding and interacting with people.

Marsha Walden – President and CEO at Destination Canada
The Future of Regenerative Tourism

During a panel discussion on “The Future of Regenerative Tourism”, the concept of regeneration was explored as representing a paradigm shift from sustainability and towards participating in co-evolving living systems. The panel emphasized the need for communities to establish integrated relationships with these living systems and advocated for the practice of “tending the wild” as a means of adapting to life’s changes. The potential of tourism to instigate value changes was highlighted, proposing a transformation of the current economic system towards community-driven ideals, collaboration, and stakeholder well-being. The importance of embracing and preserving the unique essence of each place was emphasized, with a focus on indigenous knowledge. The panel discussed that regeneration is not an abstract concept but a commitment to caring for the places we inhabit. It called for a shift in perspective to listen rather than direct, emphasizing the role of every living entity in the regeneration process.

The Symposium attracted global leaders, partners and knowledge holders from diverse sectors and addressed topics including tourism’s positive impact, climate change, innovative community

To learn more about the conference, please visit here.