和歌山大学サステナビリティ研究室 「Destination wellbeing – definition, measurement & assessment」
Good afternoon everyone thank you for coming this nation worldwi Global dialogue series seminar today my name is takako C seminar at Wu University as the first uh please no uh note that they will be recording today here but uh personal recording cannot be uh taken thank you for your
Cooperation um this will be followed by um address from uh Professor C faculty to University thank you so much thank you everyone thank you so much for coming today uh my name is kumato from faculty of Tourism wakayama University and uh very very warm welcome to you all
To this session it just had a big rain and thunderstorm and then it must be the good good good uh energy giving to us as the title session says we really focus on the destination wellbeing it might be a little bit unfamiliar term but it’s started this um this uh destination will
Be in concept is inspired by and also hoping to contribute to the concept of regenerative tourism idea um since 2015 we’ve been all engaging in that discussion about sustainable tourism a sustainable development goal goals and since that uh International year of sustainable tourism for development in
2017 we’ve been very uh we feel we very engaged in a conversation and discussion about sustainable tourism um business committed to carbon zero and a lot of the fund goes into the invested into sustainability and sustainable tourism but my question it’s kind of I had this long kind of burning
Question inside me are we really serious about this are we really serious about making our society our community and environment more sustainable and then how can tourism be good for the society good for the environment and good for the host communities that’s the destination so
Today I’d like us to be engage in a more informal and honest and sincere discussion be honest about uh what we can do as a all of us involved in tourism tourism business or destination or tourist as ourselves so I’m very very excited to have these fantastic
Colleagues um so it’s been my big dream to have this discussion with the people I really respect and admire so today I’m very very very happy to have Professor gr Miller um Professor um Julia jul sorry Julia alre from oo University Dr Eliza Raymond from Center for good travel New
Zealand Miss Kumiko yoshioka from kyotto City tourism and mice and uh Miss duha fire from Jordan tourism board also in that uh uh audience we uh I’m very happy to have my very important colleagues uh Professor Chun kawakubo and Professor minako okada so all of us been really thinking about this so we
Like your help to solve our questions so I hope this going to be a productive and informal and honest and sincere discussion today as in your flyer on your desk on your table this is actually a series of six uh Global discussion we’ve been this we’ve been engaging and
This is the number three so as you see in your flyer we’re going to have more discussion continuing so this is actually Road show uh or this uh uh engagement about how can tourism be good for the society community and environment so if you are able to join
Us in the rest of that conversation please do so so now I’m very happy to hand over to my uh wonderful colleague Professor Graham Miller to start the session thank you Graham there we go first test uh thank you very much K Sensei thank you very much uh to
Everybody for for coming it’s uh it’s always a great pleasure to be here and speak at Expo um the extreme weather that everybody has seen in recent years uh so in Europe we’ve had uh FL fires we’ve had record temperatures uh We’ve also had floods we’ve had storms we’ve
Had extreme versions of almost every kind of weather uh and that’s the same in the southern hemisphere in Australia if we look in America in Canada uh many countries across the world have suffered extreme weather and I think that in many ways if we try to look at the positive
Of course many negatives of that but if we try to look at the positive outcomes of those events we see people beginning to believe more in the science it’s a strange idea that people believe in science science should be science uh it’s not Father Christmas it’s not the
Easter Bunny uh but because of the weather um people are beginning to AC accept the science that we see more now so I think there is an increased level in understanding of climate change specifically sustainability uh more broadly climate change is a big problem for the tourism industry um we as
Tourists we understand that tourists uh that tourism helps my physical health it helps my mental health it helps my identity I see myself as a international person that likes to travel so the answer to climate change and tourism the bit easy answer is to travel less but
This is a big challenge to us as tourists for those of us in the tourism industry this is a challenge that could potentially destroy our businesses so the challenge of climate change is a really difficult climate challenge for tourism and tourists to accommodate one of the benefits therefore of studying destinations is
That this is an element of sustainability more broadly and of course climate change specifically where we can do something about it where we can make more changes that will have an impact on climate change but we’ll also have an impact on every other aspect of the sustainable development goals so we
Know that tourism can help to reduce poverty it can help to improve biodiversity it can act as a reason to protect natural spaces can help provide jobs for young people so we know that tourism provides all those benefits and destination well-being therefore I think is a topic that perhaps is easier easier
For us to to get our hands on and to do something about making it more sustainable um if we then apply if we then think about if sustainability is having less negative impact the next stage of that might be regenerative tourism where we have more positive impact so we stop
Trying to have less negative and we change the way that we think about tourism to think about more positive impact or some positive impact so today’s speakers and today’s session is very much about thinking how can we make the destinations that we love to visit healthier how can we make those happier
Places how can we take them from having a big negative impact to a small negative impact but ideally to a positive impact so that’s the aim of today and we have um four fantastic speakers who are going to give us examples of this and then we will have
Some questions and I would like questions from you as well please uh in the audience so start thinking uh about questions um we’re going to start with uh a wonderful example um from Jordan uh and I’ve been a big fan of Jordan for many years and the work that they’ve
Done um to involve their community in the tourism development so we I’m very pleased to welcome uh Doha to uh to speak to about Jordan so do have great thank you so hi everyone um it’s great to be here um before I start I’d very much
Like to thank um Professor uh Dr Kumi and gram for having us here uh it really is a great honor um my name isad uh I am a lawyer by profession uh and I practice in in Jordan I’m also the president of the Jordan Trail Association um and I
Collaborate with the Jordan tourism board extensively to work on local community empowerment in Jordan I also have a tourism company that works in Jordan Africa and Asia uh different places um so before I start I just wanted to give um this presentation some context um and basically talk to you
About Jordan so Jordan as you can see is a very small country in the heart of the Middle East it has a population of 11 million people and an area of 34500 square miles so it’s relatively very very small um the tourism sector accounts for between 10 to 133% of
Jordan’s GDP so that’s very important for jordanians um and it relatively has moderate weather all year round which is a blessing quite honestly the weather is fantastic um and it has a rich it’s rich with culture and historical Heritage it also has super diverse landscape so it
Has North in the north there’s like a lot of forests and in the South it’s primarily like arid deserts so it offers a lot of different um you know en environments and a lot of different nature landscapes for people to enjoy so um tourism tourism has so much to offer
Um and our sustainability tourism focuses on benefiting the local community primarily as well as protecting the environment and conserving nature and Heritage for today I decided to focus on one of Jordan’s successful stories in sustainability and that is Jordan’s touris um meaningful um sorry that’s basically Jordan’s
Meaningful travel map um and how we use tourism as a force for goods in 2018 Jordan created the meaning the meaningful travel map with uh tourism cares the map highlights meaningful travel experiences to result in Market connections for social Enterprises that are scattered across the country and uh direct the
Contribution to local Nos and communities uh so that they can uh um basically um benefit from the tourism offerings I have a video uh that I would like to play to put um some you know context into what I’m saying and I really hope you enjoy
It this place is by far one of the most beautiful places I’ve ever seen in my life I came here looking for a lot I came to Jordan looking for a lot of things and I found it all times 30 you know I’ve never traveled someplace where I’ve felt such a draw to
Want to come back and to bring people back Jordan far exceeds every anticipation and expectation that I could have Had aha welcome to the Dead Sea welcome to the lowest point on Earth welcome to tourism care with Jordan tourism cares with Jordan is an event we’ve been working on for years it was a program designed to introduce our community our industry to this amazing country we brought about 70 uh travel
Industry professionals from all sectors of the industry so we had groups split out and experienc the uh the destination in different ways uh socially environmentally and uh through heritage We launched the meaningful travel map here in Jordan with 12 social Enterprises so we actually got to visit a whole bunch of them that really allowed us to see the benefit and opportunity of diversifying tourism to some of the smaller communities for their economic benefit the meaningful travel map of
Jordan was designed to be a resource for the traveler and for the travel industry professional to include in their programs to Jordan on the map you’ll see an interactive listing of 12 social Enterprises and nonprofit organizations um that are part of the community that you can easily include in your trip the
Tourist himself they will enjoy and experience the real culture of jordanians because they are passing these Villages and each Village has its own unique uh let’s say feature the combination of the different activities uh that each one of these uh projects are doing is is is really impressive from women refugees to local
Jordanians working on organic farming to handicrafts tourism has changed it’s not about just visiting the sites it’s about getting experiences and it’s about being able to have these local experiences with real people um eating with them break breaking bread with them experiencing a trail with them or talk
And and so that’s what this is about you can’t come to Jordan and not interact with the people you connect with them on every level uh from the Shepherds to the women in the market to just people you pass by there’s no layers when you have a lens into
Someone’s Soul uh you question how can I be more transparent myself I I think that’s this unique connection that that I’ve rarely experienced in other countries I I’ve been to many many different types of Industry events conferences I’ve never seen people actually engaged so personally in surrounding by a why
Purpose Driven conversations uh that I know wheels are spinning as to what do we do next two years ago no one was speaking about sustainable tourism and and everything we were going around talking to potential clients about did not really resonate and it’s a really incredible powerful Gathering to
See that today people from all around the world are coming together and Jordan is coming together the government is coming together with the private sector with the international delegates all coming together to speak the same language the language of how tourism can be a force for good how tourism can and should be
Sustainable having travel industry leaders in the country getting experiencing it firsthand and seeing what we are actually all about as a destination and as people and also the Readiness of of of our product has been amazing I think this is it’s going to be a testament to who we are as destination and
People you come back from Jordan after this with a lot more than photographs of Petra you come back having met the people and really understanding the warmth of the people of Jordan [Applause] so just out of curiosity how many how many people in the room have actually visited
Jordan just gram just gram just gram and myself that’s not too bad that’s not too bad and how many would like to actually visit Jordan yeah that’s fantastic we’d love to have you come and visit and experience like the meaningful travel map and like the different examples that
We had in there this place is by far sorry just need to there we go so what is our sustainability Vision um and what’s the sustainability vision for tourism for the for Jordan’s tourism story we want to become a sustainable tourism destination where all participants within the Comm tourism
Sector directly or indirectly are impacted from the tourism receipts we want to make sure that the money that’s injected into the different tourism operators actually reaches the local community and preferably reaches the the local community directly and not through different channels we also want to ensure that the environment is in
Balance with the development and continues to be sustainable and we want to build and develop an industry based on balance and respect respecting visitors and respecting the local economies and and the local communities that visitors visit and mingle with um the meaningful travel map checks many boxes on the UN SGS which has
Actually been a nor our Northern start in creating this tourism product um the Jordan tourism board which is the body responsible for marketing tourism in Jordan um is committed to promoting sustainable uh tourism and Community tourism and focuses on education and empowerment uh specifically of women and uh marginal
Communities that live within Jordan um we it also focuses on reducing plastic um and waste management and um incorporating social Enterprises into the tourism um map of Jordan and like trying to shed more attention onto those so um as I mentioned the Jordan uh the meaningful travel map of Jordan uh
Currently comprises of 12 different social Enterprises and nonprofits that could benefit from tourism dollars um many of these social Enterprises are actually not known for tourism or like are in areas that are not famous for tourism they’re not on the main tourism map of Jordan so what we tried to do by
Creating and choosing these different 12 Enterprises is try and divert the tourism traffic to areas that are less known touristy so that these local communities can also benefit from the money that comes with tourism um each Enterprise works employs and benefits over 200 to 500 beneficiaries so although the number 12
Is like rather minimal each Enterprise works with 200 to 500 different individuals and families and um so this basically makes sure that the money tourists spend stays within local communities and within the families that um provide these tourism products and we are currently working on expanding the
List so our aim is that by the end of next year the 12 social Enterprises are actually going to be a minimum of 25 or more more um just to try and like expand the benefit of Tourism to include more social Enterprises and more areas that
Are not very known for tourism um we also focus on empowering women and families as I mentioned before especially marginalized family marginalized communities that are not usually included as part of like the tourism naan Jordan um uh there’s a website uh that’s called that’s called gooal jordan.com that
Basically contains all the that lists the different 12 Enterprises um and we that it also contains updated information on the map to try and connect visitors to these Enterprises without the intervention of mediators in between um I wanted to focus on an example that is very close to my heart
And that is the Jordan Trail the Jordan Trail is part of the 12 Enterprises that are listed on the meaningful travel map of Jordan um it basically is a 675 km longdistance trail that connects the utmost northern part of Jordan to the utmost uh southern part of Jordan so it
Starts in um a historical Village in the north and it ends in akaba which is the the only coastal city in Jordan um the Jordan Trail um basically people hike it on foot so they pass through 75 Villages towns and cities the majority which have no tourism basically other than hikers
Hiking on the Jordan Trail um the Jordan Trail Works to support local communities who reside alongside the trail to provide services to people who hike on the trail and therefore um we create job opportunities for these locals in non-conventional tourism people who hike on the Jordan Trail have an average stay
Of 14 to 45 days in comparison to the average 5 to 10 days that normal tourists spend in Jordan and obviously with like an extended period of stay that means more spend that goes directly into local communities the job creat so the Jordan Trail is a community- based tourism
Product uh it focuses on job creation and is a source of economic sustenance to the 500 families that it supports um the it has created different job opportunities for people so people work as guides uh they provide food and beverage Services they provide transport services or they provide uh uh guest
They’re also they operate their own guest houses on the trails where people get uh stay uh We’ve also created like experiential tourism on the Jordan Trail uh so the Jordan Trail has crafted local experiences to facilitate opportunities for Meaningful exchange with local residents we don’t try to change the
Communities that we visit or that we walk through we try to respect their culture we try to conserve it and we try to package it for tourists to try and enjoy it in a sustainable manner um there are many different examples uh of the 12 social Enterprises
That have also been listed on the meaningful travel map on of Jordan one of them is Jordan’s bike trail which is very similar to the Jordan Trail but on this is a biking trail so people cycle on the trail it’s 730 K kilometers long people stay in homestays beds tents and
Camps um it is heavily based on the leave no and leave no Trace principle to make to try and like uh minimize the damage we do to the environment when we visit and the amount of plastic that we generate another example is women’s Cooperative there were like certain
Snippets in the video that focused on this women Le initiative is a village um in the middle of Jordan um and the women of the village basically came together to create this beautiful initiative that is run by 70 women from the village it started off uh as 10 women running the
Project but then they were able to expand it to the different families and the different women who work in the area the uh irq women’s Cooperative is basically has created volunte ing opportunities and experiences for locals and foreigners to try and enjoy to come and like enjoy the area that they work
In they have created like products and artisanal um stuff to sell to people uh such as pottery and like recycled made and um products made from recycled paper and another example that I wanted to talk about is also a women Le initiative that is called Bat suf bat suf is in
Another town or Village that’s in Jordan um it’s in the it’s in the northern area of Jordan and um it started off by three women who decided to create their own business it is a restaurant that serves local food and beverage to people who would like to try it the initiative now
Hires 70 women uh all from the same area it has created job opportunities for these women and um they do experiences as well where people can come and try cooking classes um and like eat with the women mingle and listen to their stories uh so these I have a lot of other
Experiences that are also part of the uh meaningful tourism travel map but uh for the very short period of time I don’t think I will be able to cover all of them but I urge you all to go to the website and check them out and if you
Have any questions then please feel free to reach out to me all right thank [Applause] you that’s fantastic thank you I think one of the things that I really like about this is the way that you can see it’s not just creating single destinations but it’s connecting these all together
Which makes for a much more powerful tourism product than if it was just a series of single and isolated destinations and actually then the journey between the destinations becomes part of the destination and part of the product uh itself and it’s maybe something that Japan could think about
Is how not just do we make better isolated destinations but how do we create better linkages between those destinations and I think that’s so I’m very grateful to to Doha for for for giving that example so I think it’s very relevant to to hear in Japan excellent our next speaker is
Yoshan who’s going to speak to us from uh about Kyoto so very close to home please for change the slides PDF Thank you so much I’m yoshioka from Kyoto City M promotion office and I’m very grateful to be part of this discussion um yeah so For to to start with I’m just going to tell you the overview about the The Tourist in kyotto so tourism uh in kyotto over the 20 years up to the 2000 it’s go it has really uh increased in terms of visitor number and also the receipt uh before coid
2019 uh the visitor number was about 53 million and the receipt uh 1233 billion yen and Cal uh population is about 4 1.4 million milon people and then we received about 36 times more visitors and then one in five was employed in tourism related work um so
And then the uh tourism related receipt was estimated to be about 39 billion yen so as we all experienced because the of the coid the the tourism number and the receipt both uh dropped to less than half but because with that uh increased uh the relaxing of the Restriction in
2022 that the tourism number was 43 million and the receipt recovered to to um 117 billion yen tourism in kyotto became a very important main industry related to economic and and uh employment and as well as that the cultural and much is G that Community Development uh but at the same time
Because of the the rapid increase in tourism numbers the the programs such as congestion so the tourist behavior and then the accommodation programs uh emerged and then which affected the the K City uh general public city uh life of the General Public in terms of that the congestion of crowd
That we actually had this wrong kind of image that uh some uh the concentration on that some Seasons or time or place um that yeah the wrong kind of image was established in cyotto and in terms of tourist Behavior Uh eating on the street or that discard of the rubbish uh was uh
The problem and also in in accommodation sector uh illegal inappropriate kind of uh accommodation became the program so Kyoto City understand those problems and then been taking various kind of measure and then we were just started to see those result and then we were hit by the the pandemic and then the CTO
Tourism became into the critical kind of situation For Reflecting over programs in the past that to recover uh tourism in Cotto we established this Vision that we the tourism should be um also contribute to that general public life and solving that Regional or that social programs and then contributing to the sustainable development goals and then also we we
Need to deal with that the critical environmental problems that we we are facing so that kind of sustainable tourism would be our vision to achieve that uh all stakeholders general public visitors and tourism visit uh business and operators should be all engaged and then we need to uh create the good sort
Of not Vicious Circle good Circle good circuit uh circular uh system in the city e to establish that a good circular system in the city um involving all the stakeholders uh business operators and visitors and and also that the general public Kyo established that in 20120 what’s called kotto morale which is its
Own code of code of conduct so so through this um as you see the leaflet that they handed to you um we aim to um encourage the uh behavior that is uh in to in harmony with that uh uh City and life public life and also um to
Contribute to the good uh landscape conservation and then the Environmental Conservation Um through Corona uh virus uh tourism operators in kyotto um uh it was raised awareness that we will contribute to the the sustainability of kyotto in 2021 there was a declaration made by all that uh kyotto uh tourism business operators to aim for the new new CTO tourism
Tourism uh business can now commit to CTO morale and then uh those uh good practices are uh publicized in in in in the website and also there is a award system for the good practice so all that uh in they encouraged to publicize the good practice practices and be engaged in that Koral
In kyotto uh we uh formulated the developed the kyotto tourism promotion plan 2021 um established in 2021 uh sorry the plan 2025 was established in 2021 so there are 83 items kpi items and then amongst and 24 are situated as the core uh items um every year there would be a survey
About the uh people’s awareness about the tourism and then that’s been monitored uh for example some of the kpi to do with the uh General Public’s understanding about the tourism and also how satisfied that the uh tourism business staff uh are satisfied with their job so those are monitors and then Assessed in our plans that uh we have five main pillars including uh the public life and harmonization with the public life and tourism or the increase of the prosperity and also solving local and social problems and some of the core um items are marked with red star E some of that uh indicators in uh for example that to decrease the number of uh general public Foods affected by the crowd or um the number of tourists who visited uh increased the number of tourist who visited secondly or the less known destinations and also increase the
Number of business FS uh try to contribute to that um uh local uh local areas so during this time that uh we monitor the changes uh every year and then try to to actually holistic um understand the holistic and dynamics of the tourism every year thank so we continue to um we
Continue to uh promote tourism in tourism in kyotto so that it would be high content uh rate uh for everyone uh so we try to achieve the sustainable tourism in kyotto so I would be very happy if you could come and visit kotto thank you very much thank you very [Applause]
Much fantastic thank you it’s um it’s a really good case study because of course Kyoto was um synonymous with the the Kyoto treaty and taking positive action on climate change and then of course became synonymous with with over tourism and became an example of over tourism so it’s perhaps appropriate that those two
Things now come together and that Kyoto develops a a more sustainable tourism vision for the future that takes account of um of the people uh of the city as well um we’re going next to uh Julia uh Julia alre uh is going on our Whirlwind tour we’re going to New Zealand so Julia
Over to you thank you [Applause] gra good afternoon first of all thank you very much to our wonderful Hostess thank you for your hospitality K Sensei thank you for making this event possible today my name is is Julia albrech I’m an associate professor at the University of otago in
New Zealand and I’m going to illustrate recent strategies and plans for Destination management for Destination well-being and what has recently happened in New Zealand to that effect so we know that tourism tends to leave a large amount of negative impacts on destination community and as researchers we know surprisingly little
That favors Community well-being in destination so we do know that if the community perceives a high degree of control over any tourism development that that’s a good thing for their well-being we also know that a comparatively low economic Reliance on tourism works in favor of community well-being but of course if we hear
Things like one in five jobs depending on tourism then this is a very very difficult situation to work with of course we also know that small and mediumsized tourism businesses work in favor of community well-being and we know that larger companies tend to have a less positive effect on communities
But overall it’s really up to Destiny destion management to put together those pieces of the jigsaw puzzle and facilitate positive tourism experiences not only for visitors but also for locals working in and also having to live with tourism in their places and this is why it’s very apt that a lot of
Our destination manag marketing organizations around the globe are increasingly turning towards destination management moving away from this focus on marketing trying to achieve the highest possible number of visitors in favor of a more holistic strategic approach so this is really the context within which we see this change from one
Type of DMO to another type of DMO so then again we need to consider that destination management for Community well-being isn’t something that happen Happ s in isolation either we need to consider that there is a policy context there is a political context and this is also something that
Was very influential in New Zealand our example for the next 10 or so minutes so perhaps following from inspiration with the happiness index in bhan perhaps or the well well-being for future Generations act in 2019 the then New Zealand government put into place the first well-being budget and on the left
Side of this slide you can see the various aims and goals that were associated with this budget now clearly not all of this has been in full or even very successfully achieved but I’m briefly mentioning this to illustrate that we are operating within a context where Community Values are being
Considered and where Community Values are important and that to the extent that they do actually feature in Economic Development more broadly that there is this increased focus on community well-being and under that same government we saw the establishment of what was called at the time the tourism
Futures task force which was tasked to implement some of these ideas around tourism so it was the main men of this group of people to identify and advise on what changes needed to be made to destination Management in New Zealand so that community and destination well-being was more at the Forefront
Than what it used to be before so this task force and this establishment really was clearly a reaction to the fact that well-being outcomes were not particularly prevalent or prominent in tourism analysis tourism policy and tourism practice and it was an attempt to change some of this because prior to
The Pandemic those of you who have been to New Zealand before may even have experienced some of this and may have been a part of it yourself even who knows so on the top left you see an image from so-called hot water beach where at a certain time you can
Essentially dig a hole in the sand and it fills itself with hot water and that’s a very popular tourist thing to do on the right if you want to take your very famous Instagram shot of yourselves on a walk near Rob Roy Peak well in
Order to get that shot on the top right you first need to engage in queuing as you can see on the bottom right so it takes some effort to get this shot of yourself and on the bottom left you see a photo of of the tongariro crossing
Which is a very famous day walk in one of the national parks and it’s fairly remote it’s a fairly long walk and it’s volcanic terrain so it’s fairly dangerous and yet on a high season day there would have been around 1,500 people attempting this walk and a
Lot of the time they were fairly inexperienced itself so there’s raised all sorts of issues not around over tourism but also health and safety for example in the destination as well now visitor management around all of these issues was largely reactive so we might see a typical interventions that we’ve
Got like um capacity management for example but none of these interventions really targeted Community well-being so um in the next few minutes I’m going to show you five um interventions two of those are fairly standard and three of those are a bit more I guess ambitious and complex than what we
See in many other destinations so here’s one of the standard ones in 20 um 19 the New Zealand government introduced an international visitor conservation and tourism Levy now this is really standard stuff what makes it relevant for Community well-being is the ways in which the funds that were raised in this
World way were supposed to be spent so instead of using that money to create additional tourism products experiences or attractions the funds are divided equally between tourism destination communities and conservation projects so this is not about creating new reasons for visitors to come but dealing with
Some of the impacts this is simple stuff like installing public restrooms in on your National Park or in or near communities um this is something that New Zealand doesn’t always have the money to do so this is actually a really good use it currently sits at $35 per
Visit it was said to be increased to a whopping $200 but this is off the table for now um with a change in government so let’s see where this is going in the future a second example is also the standard visitor management intervention it’s a booking system for this very
Overused walk that I showed you the picture of earlier what makes this a matter of community well-being though is the fact that these Landscapes and these mountains are sacred to local indigenous populations and for a very very long time they have been unsuccessfully lobbying in favor of any sort of
Intervention that that might lead to a more respectful use of these Landscapes so we are slowly reaching agreements and consensus that this needs to be managed much more carefully and the booking system is one first step in achieving this hopefully now the details are still in the process of being iron out for
Example how many visitors per day is acceptable but we are definitely looking at moves in the right direction at least has anybody heard of tiaki promise before yay a few people excellent so it was great to hear about Kyoto moral and the code of conduct that businesses can pledge to in terms of
Engaging with visitors and the tiaki promise has since um 2018 started to engage with visitors in this way so the idea is really a visitor pledge much like the islandic pledge or the palao pledge where visitors can commit to sustainable behaviors but since then this has broadened out into a
Much wider set of initiatives where business can now use the tiaki promise in ways to communicate with visitors but also where businesses themselves are being encouraged to question some of their practices and behaviors as well so essentially tiaki has broadened out into a set of vehicles to deliver sustainable
Or regenerative tourism in communities and as such it’s become an important component for achieving Community well-being in destinations our fourth example is um the Milford opportunities project and if you’ve been to New Zealand before chances are you will have had that particular Vista and again you may have been part
Of what led to the establishment of Milford opportunities project so this is central regional and local government coming together with local communities with local indigenous groups but also with tourism businesses there’s a master plan now that tries to deal with some of the over tourism issues in this area but but also
Taking a more holistic picture looking at conservation values looking at implications of the UNESCO world heritage status that this particular destination holds and as you see with the second bullet point here it’s indigenous principles manaki changa and Kaki changa that inform a lot of the thinking around the Milford
Opportunities project so there are elements of stewardship of guard guardianship rather than a destination to be exploited for financial gains and the three components of this master plan that are perhaps the most relevant to community and destination Community well-being are those three so we’ve got a new government governance model that
Very very openly and clearly seeks to involve indigenous groups in all decision making about everything essentially pertaining to Milford Sound pootah in that area but it’s also a focus on some gains for local small towns and local regions as well because in practice a large proportion of visitors come into Milford
Sound from Queenstown outside of the region so this is where the tourism businesses sit this is where the 40 50 60 coaches Plus per hour come from um the plan is to use a small town Tio much closer to milord sound and develop it as a new hub for this
Destination and offer for example electric bus tours to Milford Sound as opposed to the free independent travel that we currently see so this is an attempt for more environmental sustainability for dispersion of economic benefits but also for um strengthen in Community Values in this area our last example is a set of
Destination management plans and this is really an initiative that started during the pandemic government and relevant institutions had realized that obviously the Breakin tourism was a perfect chance to reassess how we do things and they didn’t want to put out a national level strategy because we know those things
Don’t tend to work so each of our 31 Regional tourism organizations which is the New Zealand term for the DMO was funded to redevelop their destination plans with a view of more strategic holistic implementation of sustainable and regenerative tourism principles and the dmos were required to partake in this
Particular exercise and they did so over the course of two or so years all 31 organizations developed something that looks roughly like this so this is an example from a destination in the North Island the yato and they address Community well-being very very specifically separating out social environmental cultural and so on
Well-being and you see in the little um side note here there’s a number of additional destinations that did this in the exact same way but but even the destinations who didn’t speak to well-beings in this direct way would still speak to authenticity would still speak to Community Values and how they
Thought they could develop tourism in ways that reflected them rather a perception of what tourism in New Zealand should be like and trying to follow that so um this exercise has resulted in a very impressive set of destination management M plans in New Zealand I want to close with these two
Quotes here so we’ve got one from tourism New Zealand representative so tourism New Zealand is on number one agency to facilitate International marketing and this organization itself now say asks why would we have tourists we have them to make the country better and making the country better is not
Just through them spending more money it’s through experiences looking after the environment doing the right thing it’s interactions that KES gain from visitors so very different perspective compared to what we might have heard in the past and lastly um the outgoing minister of Tourism P tourism must give
Back more than it takes to our home and operate in a way that protects it for future generations and of course that’s not only true for True for New Zealand that’s true for all destinations and I hope that those examples will have given us a little idea of how and what we
Could be doing in the future thank you very [Applause] much fantastic thank you um these are really good examples again for Japan aren’t they of of so just as the first example in Jordan is spreading out tourism um to connect and make the product more developed so you see in New
Zealand that’s spreading out the tourism helps to reduce the impact on any one place as well um and then I I I think that the tourism taxes will become more of a part of destination Management in the future so be interesting to see in Japan whether destinations begin to
Develop their own taxes or levies partly as a way to raise money um but partly as a way to control demand um for destinations as well so there’s some interesting um tools um that Julia talked about there that I think are really useful for Japan uh to think
About last but by no means least uh Eliza we’re staying in Japan we’re staying in New Zealand we are in Japan we’re staying in New Zealand uh and Eliza Raymond is going to take our last presentation thank you Eliza there we go thank you gram and thank you Kad Sensei
For making this event possible so I’m going to be speaking about what it looks like to prioritize destination well-being in practice with a really practical example from my own organization the center for good travel so we are a social Enterprise that has been around for 10 years now based in
New Zealand but operating globally with the vision of transforming travel for a thriving world we are very different to other tourism organizations firstly in terms of the way that we operate so we operate under a collective stewardship business model with eight co-owners across the globe who share equal responsibility for
Furthering the center’s purpose and for furthering the work that we do and we will also have a team of incredible advisers who are experts in regenerative tourism but also include youth advisers indigenous advisers so trying to bring in a range of perspectives with regards to regenerative
Tourism so in terms of how we prioritize destination well-being we do this through three key areas of work capability building involving courses research events like this storytelling where we amplify the voices of leaders who are advancing destination wellbeing through our podcast our blog our social media and lastly experiences which is
What I’m going to be talking about briefly tonight so we offer small group experiences in various destinations including New Zealand but also in other parts of the world and those are really focused around enhancing destination wellbeing so when we are designing our experience es our our trips around the
Globe we’re always considering our different stakeholders and this is what really makes us different from other tourism businesses for the majority of Tourism operators Around the World Travelers are the primary stakeholder we’re designing experiences to meet the needs of Travelers and the destination is the context within which we deliver
Those experiences within which we meet the needs of our primary stakeholder The Traveler for the center for good travel it’s the opposite way around so we begin with the destinations and think about destinations as our primary stakeholder and we view Travelers as our tool through which to advance certain
Priorities that are identified within destinations so really changing the way that we see tourism and viewing tourism as a tool with which to advance whatever priority is identified within destination so that could be a tool to reduce youth unemployment to empower women um whichever priority is identified within the destination
So how do we measure whether we are achieving achieving this goal we have a quite a relational approach to our work and it’s also very place-based so because we operate in so many different destinations around the world the way that we measure our impact depends on the destination but there are
Few things that we will take into account independent of the destination so firstly in terms of environment um measuring reducing and offsetting our carbon emissions but also supporting place-based regeneration activities and engaging our Travelers in that process for us our partners are really the critical stakeholder with what we do
So every aspect of a good travel experience is designed designed to have a positive impact so whether you’re eating at a restaurant that is farm to table or you’re participating in a tour or staying in an accommodation many of our partners are social Enterprises and all of them share our values around
Prioritizing destination well-being so we’re measuring the dollars that we spend at our partner organizations but we’re also seeking to develop really reciprocal collaborative Partnerships so we’re not just seeking feedback from our Travelers at the end of our trip we’re seeking feedback from the tour operators that we worked with from the
Accommodations we worked with and trying to improve our Partnerships how we measure our contribution to host communities a lot of that happens through our partners because those are the ones within host communities who understand host Community needs we do consistently measure trip leakage so we’re trying to
Ensure that a minimum of 80% of our Travelers fees stay Within destinations and we donate a minimum of a $100 per traveler to a local nonprofit organization which we then visit with our Travelers in terms of our Travelers of course we’re measuring the number of Travelers that participate in our trips
But more important for us is traveler transformation so we will never have more than 12 participants on one of our trips because we’re trying to create really unique experiences which will change the way that people travel in the future future and will change the way that Travelers behave when they return
Home so you might think this model of decentering travelers from tourism might be a little idealistic and might resing Travelers perhaps not having positive experiences but we found completely the opposite and we have a really high repeat traveler rate our Travelers have experiences that they would not have
With any other tour company because we are prioritizing destination well-being so just very briefly one quick example of what this looks like in practice in New Zealand we have a 12-day experience that we offer and this aligns with what gram was talking about in terms of climate change and trying to
Extend the duration of our trips we typically run sday trips trying to make them longer so that people travel less but stay longer within a destination and New Zealand being so far from the rest of the world it’s especially important to do so there and so for each of our trips we
Have a series of commitments that we make two destinations and that is place-based so in the case of New Zealand you can see the first one there aligns with um what Julia was talking about so we ensure that all of our Travelers commit to the tiaki promise and we reduce our carbon
Emissions wherever possible and we offset the remainder through local Forest region generation projects so we’re involving our Travelers in that process helping them think about their role their privilege as Travelers and what they can do to reduce and offset their carbon emissions our local guides are all passionate and knowledgeable about
Regenerative tourism so it’s very much an educational experience as well and we operate in a way that centers the voices of Mii the indigenous people of New Zealand as the traditional kaitiaki or stewards of aluro in New Zealand so many of our partners in New Zealand are indigenous owned and they have been
Practicing the principles of regenerative tourism for far longer than we have been talking about regenerative tourism in in Academia or within industry and you can see there that all of our businesses that we work with all the organizations that we work with are outstanding models of regenerative practice and really create these unique
Experiences where Travelers rethink their role as Travelers and return home to rethink their roles as as citizens of the world so a final quote um which I hope can be kind of the key takeaway from this presentation this is from one of our advisers at the center for good
Travel she said we’re starting to ask for Community well-being as the primary deliverable of Tourism and really why would you do it otherwise why would you invite people over if what you’re left with is a worse condition than when they first arrived thank you very much and I hand back a to
Gra you’re so much taller than I am do Eliza thank you very much um I think we’ve probably only got time for one question Kumi or we got one or two um I’m happy to take any questions that anybody’s got I feel like an auction ER selling
Something um if if not um so I know uh Kat Sensei and I were were in um matumoto last week uh uh up in uh Nagano prefecture and we were talking about high value tourism uh and the desire of Japan to attract high value tourism um
And I’m really interested to see if we can take this idea of high value tourism but ask the question well of high value to whom are they high value is this high value tourism and I wonder maybe K do you want to have a answer the question you’re a very good
At asking questions but let me uh put this Spotlight on you and then maybe yoshu kasan in Kyoto if what your view of whether it’s possible that we could start to think of uh high value tourism not in terms of how much they spend but how much the local community the people
Of Japan actually benefit from tourism thank you very much so high value I think so to you so I guess yeah I mean I mean I wish I had an answer but but I guess in uh uh high value meaning that how much we can uh positively
The incl I mean yasan talked about the circular system so how can we actually create the very positive circular system within the local areas within the local destination how can we involve the local business how can we involve particularly the younger people um coming into I mean
Who wants to stay in the area but often we lose them to other places so high value meaning how much positive influence that we can make within the local circular system Probably I can’t really do you want to give the mic not very used to that so high value would be to bring satisfaction High satisfaction rate for everyone visitor uh people working in the tourism and also the community so that would be the uh tourism that will bring high value to
Everyone because and and then I think and you you you touched a little in your presentation because then we have to change the way we measure tourism don’t we we have to change the the way that we judge success and then that we hope can push up to government policy because government policy
Still has only a very limited range of metrics which is about the number of people who come maybe the amount of money that spent uh the number of jobs created but it doesn’t talk about how much money stays who those jobs go to are they good jobs that people want and
We need to push change those metrics and push those metrics up to government policy yes very good yes good uh well just pointing out do we have another question well the j& or definition of the high value is that one per visit is over million yen expenditure so it’s it’s purely an
Expenditure kind of expenditure based yeah whereas it’s not about how much stays or where that money goes or how much use that money Is there’s an interesting um some interesting thinking about the social cost of carbon as a measure so thinking about and you could do the same with tourism so what is the cost of that million yen of tourist money that arrives it might be more than the million yen that arrives
Elisa did you want to add something finally um I was just going to briefly add that another way of approaching value could be to consider values so trying to focus on attracting tourists with high value vales as opposed to high Financial value tourists that are going
To behave in in the way that you want that are going to follow the Koto morale and are going to support social Enterprises and and tourism businesses that are prioritizing destination wellbeing yeah that’s very nice very nice excellent okay um we are time jandes uh so thank you uh everybody for
Coming uh I realized Listening to English on a Friday evening uh can be difficult so thank you very much for coming uh and have a safe journey home thank you very much thank [Applause] you [Applause] for [Applause] for
実施時間：16:30-18:00
講演名：和歌山大学サステナビリティ研究室
「Destination wellbeing – definition, measurement & assessment」
主催団体名：和歌山大学 観光学部