Progressive progress

Mind your Ps and Qs (14)

A while ago I, along with others, submitted our thoughts and  impressions on ‘progress’ to the Good Tourism blog.  They’re all worthy of being read, if only to gain an appreciation and how various individuals view or interpret progress in reference to tourism.  Canada’s version being Tourism 2030: A World of Opportunity or Australia’s Thrive 2030 strategy,  For the rest of the world, though, would these suffice and be appropriate, considering the fear and skepticism of progress in contrast to the call for a moral defense of progress based in humanism and agency? Edgy Optimism?

Having just watched the film, A Beautiful Game, I now see the necessity of understanding progress from more human, humane, and community points of view. Indeed, the movie helped me gain greater respect for the coaching process and all coaches – what drives them, like for my son who is the sports director and football coach at his school, to convey love for inclusivity in play and sports.

·       The intent, commitment and generosity it takes to help others believe in themselves.

·       How working towards common and meaningful goals can change lives, particularly among those hapless individuals who may see life as hopeless.  

·       The ability to envision bouncing back (evolving) from seemingly insurmountable setbacks.

·       Realization as to what constitutes victory…not the desire to win medals but the joy that comes from social inclusion, being part of a team, playing, belonging and accomplishing.

·       Recognition that everything we do needs to be nurtured, shared and improved constantly.

·       The necessity of becoming, being, and remaining customer, community and citizen centric through the long-standing essence of hospitality and the importance of decency.

·       Finding our way to re-balance the private, public and plural sectors of our world.

Tourism could be an even more progressive, ‘beautiful game’ if travel and hospitality options were available to everyone – perhaps scary for some destinations!  Progress that would ensue if only more communities-as-destinations awakened to the fact that privileging the hoity-toity at the expense of the hoi-polloi is disingenuous. If only more communities-as-destinations adopted and practiced an expansive version of social tourism.

Progress achieved not just when we open our communities-as-destinations to all socio-demographic groups but when we do so in ways that match people’s means, interests, lifestyles, and aspirations.  An undertaking that requires better appreciation of the benefits that can be derived from understanding different demographic, psychographic and generational groupings, along with deeper insight into how best to match people’s individual requirements to a destination’s offerings (without compromising a community-as-destination’s principles, purpose and integrity)…a quest that does not preclude specialization.

To further the query ‘progress for whom’, focus can never shift away from ensuring that the requirements of all stakeholders be taken into consideration, their expectations and requirements met.  Consider how this was accomplished through this Residents’ Reference Panel on Airport Growth and Noise Fairness to the Greater Toronto Airports Authority.  

While organizational profitability may be the most applicable measure for tourism’s enterprises, a community’s citizens will only recognize or perceive progress when their individual prosperity, quality-of-life, wellness, well-being or ‘wellth’ improves (measuring what matters…a clarification of Bhutan`s Gross National Happiness).  Recognition that tourism can generate a more meaningful and astute version of Community Shared Value (though a conundrum in places like Oaxaca, Mexico) – value that could be determined and measured through a version of the Balanced Scorecard applied to tourism in communities-as-destinations and reimagined for the ESG era.

Of course, shared value is more likely to be perceived when the availability of affordable housing has priority over housing for visitors, and when supply chains and the availability of food, goods, souvenirs, and services are localized, regionalized, and realized (outcomes that will serve to multiply tourism’s economic impact).  Goals that could be achieved if governments set the right guardrails and polices.

The concept of value, however, is often portrayed (needlessly?) as a hierarchical concept.  Certainly, all organizations are intent on creating economic value and enduring competitive advantage through their distinctive capabilities.  Progress, however, is more likely to be achieved and realized when all participants sense that the concept of value can be more expansive when expressed in functional, emotional, social and life enhancing terms…when everyone is offered the chance to experience joy and contentment…when community and organizational cultures don`t pretend to be something they are not. 

A tall order, to say the least, but one that could be used to encourage visitor-serving organizations to undertake enterprise-level reinvention and transformation that focuses on achieving the right value-infused outcomes, not just for themselves, but for their communities-at-large. Progress (often requiring the unravelling of productivity`s mysteries) that still needs to be created in more meaningful terms, measured, and then realized.

Creating certain types of value, however, can be challenging when touristic activities are cyclical and seasonal (though providing a respite that can be a blessing). Then there are the pandemics, changing weather patterns, climatic events, business cycles, and habit-shifting behaviors that create instability, stymie progress, and force everyone to re-adjust, rejuvenate, revitalize, or relinquish.

Wherever we are, whatever we do, we seem compelled to create things that help shape or reshape our reality.  To this end, genesis is ongoing.  We work tirelessly to resolve our problems, rid ourselves of pain, and seek out those things that tend to provide pleasure (topics previously covered). 

In other words, the desire to escape from despair and dystopian futures is built into our being…not to be replaced by what is utopia, but that which should ideally be `protopian`, based on principles of plurality, community, presence, creativity, and an evolution of values - building a better world for all. 

In this regard, the pursuit of progress is ongoing,  particularly when we decide to collaborate and coach ourselves to become culture shifters, creating and designing new things – processes, technologies, organizations, environments, values, ways of thinking or systems.  Everyone being encouraged to reflect on our shared humanity and the future we are building together.

An acknowledgement that corporate culture and the entrepreneurial spirit excels when it has a future-forward mentality.  The reason why organizational leaders articulate visions and strive to establish relevant and resonant missions derived from a strong sense of purpose and principles (previously discussed).  Unless, of course, they are thrown off-course and allow unintended consequences and negative impacts to ensue, as the current Boeing disasters demonstrate. Progress upended by regress (ethical and moral failures).

Similarly in reference to travel`s dependence on fossil fuel that is driving climate change. It`s time to heed the warning of scientists, but that will never be sufficient until we act on their recommendations, develop the will to truly engage in formidable transformations and demonstrate our progress, made evident, for example, through the Sustainable Cities Index. 

There are no better options than to look ahead, to move forward.  Making progress, however, can be painfully slow unless we parlay our hindsight and utilize our insight to inquire and assess situations, determine and identify the underlying causes for our ignorance and lackadaisical decision-making while being patient and cautious as to what is currently popular.

While some people may be chagrined with tourism’s march into all corners of the world and offended by tourism’s dominance, many remain unaware as to the ongoing efforts of many communities-as-destinations to mitigate tourism’s transgressions, while trying to protect tourism’s benefits, prosperity, and people’s well-being from being eroded.  

Building for the future is a constant battle, but that’s what is prompting the need for more action-oriented Destination-in-Action Networks and Destination Innovation Hubs that put the ‘umph’ into triumph…triumph that requires managing the mavericks while building team strength through transformational mindsets that will always need to be carefully strategized.

Innovation, after all, is the lifeblood of progress and the driving force behind the drive for inspiring hospitality and the advancement of sustainable development goals.  In a business context it’s the ability to conceive, develop, deliver, and scale new products, services, processes, and business models, or their reinvention.

Innovation that creates value, enhances productivity, improves competitiveness, and contains the potential to fuel hope…hope that, unfortunately, can be dashed by a lack of focus on innovation that’s systematic and intentional, whether due to inadequate funding, lack of a growth driver model, or ineffective execution.

Recently I’ve been thinking of progress as a tidal phenomenon (similar to the Tourism Area Life Cycle discussed in four earlier articles, Quintessential Queries)…wondering how we can find ways to capture and harness both the ebb and flow of progress’s energies. Energies or forces that need to be articulated, expressed, and measured not just through the language of business but through the language of human experiences

In an unpredictable world, progress requires change – desired change – wrought by human intention (leaders who have the foresight to recognize and act on opportunities and threats) made visible through the instrumentality of design.  As we witness and sense this need and urge to re-create the conditions, systems and artifacts of our existence (challenging and upending the status quo), the unfolding of human potential can energize everyone around us. 

Potential that embraces the richness of possibilities, the complexity of choices and the overwhelming desires of getting it right in accord with the core values and principles we uphold. So, let it be said:  Tourism, these days, requires a collective optimism in praise of progress that has the potential to further enable, encourage and stabilize investments in tourism, so long as we persist and create the conditions for others to join in and be part of the journey.