Guiding Principle #1:

See the Whole Picture

Recognize that most tourism by its nature involves the destination as a whole, not only industry businesses, but also its ecosystems, natural resources, cultural assets and traditions, communities, aesthetics, and built infrastructure.

Most tourism is about the place and its people. To varying extents, tourism businesses rely on the character, appeal, and resources of the destination as a whole. Sometimes it may be one particular attractor – wildlife, a beach, a historic district. But more often, it’s the interwoven combination of all of these elements that together constitutes a sense of place. That is why we travel.

Planning for the future of tourism requires thinking beyond business success and building a solid, holistic foundation. Securing the future of tourism requires investing in the long-term health and vitality of all of the different elements that comprise the destination as a whole.

A real life example: Here’s a recent example from Amsterdam of a destination undertaking some big picture thinking.

The questions we should ask to further achieve this principle:

  • Where does money from tourism dollars end up?

  • What kind of tourists are arriving?

  • What are the hidden costs to the local communities and the natural habitats? (See Principle #6.)

  • Who makes decisions within that destination and ultimately defines 'success'?


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