VisitFlanders, The tourism organization representing the Northern Belgium region used local contributions to rethink its mission and reposition its stance from growing travel for the good of the economy to creating an “economy of meaning”, according to its master to plan. This includes, among other things, connecting visitors with locals who share their passion for things like history or food, and making storytelling central to places like the WWI battlefields.
“We got the thinking of their primary goal of increasing numbers, blooming, creating thriving destinations, creating thriving communities and letting them say what kind of tourism they want,” said Anna Pollock, the founder from Conscious travel, an education and consulting company dedicated to positioning travel as a driving force that has partnered with VisitFlanders.
The role of a traveler in regeneration
Ms. Pollock believes that regenerative travel is a supply-side approach that encourages operators to do more for the environment and society than they do for them. However, travelers play a key role in demand.
“Remember, there are a number of costs associated with your trip that have to be paid for by someone,” she said. “Just like you think: ‘Should I buy that cheap T-shirt in the dime store? ‘Knowing that it was created by semi-slave labor. Now you are consciously thinking about who to buy it from and whether it is quality. “
The experience of the pandemic – when many discover the power of their paperbacks in helping local businesses such as bookstores and restaurants – is perhaps the most educational for demonstrating sustainability, even if the trips involved are just blocks from home.
“Travel is an important alignment in your policy,” said OneSeed’s Baker. “When you decide to put your time and resources into a trip, you are affirming that this is the kind of business you want out there.”
Sustainable travel, let alone regenerative travel, has yet to find solutions for the CO2 emissions caused by air travel. Until the economy recovers, there is likely to be less travel, more local travel, or slower travel by car, train, bike, or foot. At this moment of reflection, proponents say, regeneration begins.
