Gazing into the future of travel
In this second part of my interview for ITB Berlin, I cast a gaze over the potential impacts of climate change, diversity and inclusion with the aim of creating equitable tourism for travellers and host communities alike.
Q: As the world adapts to climate shifts, how are destinations likely to evolve to meet environmental targets? Is there a scenario in which future travel could contribute to planetary restoration rather than consumption, and will environmental or resource constraints reshape how, where and why we travel?
A: Some destinations are already ahead of the curve when it comes to climate adaptation and mitigation, at risk from extreme weather events which will continue to increase in ferocity. These tend to be small island developing states in the Caribbean and Pacific. Even though each destination is unique, valuable lessons will be learnt from those on the front line of climate change such as Fiji and the Maldives.
Resilience in bouncing back from a crisis is only half the battle, as embracing sustainable transformation in all its forms is essential for destination success. Measurement will be key to drive sustainable transformation, hence, using AI for good, integrated into green technology for real time predictive data analytics to provide the next generation of destination management.
In Europe, frontrunners such as Copenhagen lead the way on what the future of travel looks like where Copenhill providing energy to local communities whilst also a ski slope. Barcelona, Amsterdam and Venice are precursors of urban destination management.
There are small glimpses globally of the future of destinations, where communities led by Indigenous peoples and wisdom are empowered by tourism to manage how it develops. The right kind of tourism takes many names, regenerative, community, conscious etc but all aim for the same positive outcomes.
In future, to enable travel, it may be prerequisite to give back whilst on a trip, whether that is litter picking or helping at an animal or bird sanctuary, now who would not want to leave a positive impact, no matter how small? Partnership across the supply chain with communities and travellers, will help to ensure that travel leaves a positive legacy for future generations beyond 2086.
Q: We are seeing a shift in travel from experiences to transformation, where travellers seek growth and purpose. What do you think will be the key drivers of travel in 2086 and beyond?
A: The drivers of travel in 2086 and beyond depends on the future of education and the ability of travel and tourism businesses and governments to put short-termism to the side. It is vital that travel is preserved as a means for cultural exchange, understanding, equity and environmental protection - if done correctly.
In future, the definition of ‘purpose’ will need to be broader to encompass those who also simply want to go away and have a great time with friends and family whether to decompress or enjoy a shared experience. The positive impacts of that experience need to be driven by the travel suppliers, governments and local communities, making it easy for the traveller to do the right thing whilst enjoying themselves to the max, guilt-free.
Q: Are there any other comments or insights you wish to share?
A: Universal Basic Income
In a dystopian view where AI leads to mass unemployment, it is possible that travel and tourism are beneficiaries of universal basic income (UBI) and corresponding leisure time. Ensuring that travel and tourism remain open to all, regardless of income, is vital to ensure that the industry does not price lower income groups out of the market. In future, travel could very well be government subsidised due to the health and wellbeing benefits it can bring individuals and host communities.
Extreme weather events
Travel insurance will be a booming industry, and companies such as Global Rescue in much demand due to the increasing frequency of extreme weather events and the need for evacuation from fires and floods. Businesses that fail to assess risk in all its forms integral to their business model and strategies will not survive, let alone find investment.
Nature on the board/community voice
Having nature on the board, perhaps facilitated by AI, will be another prerequisite for success, along with ensuring that local communities also have a top seat at the table to tap into the innate knowledge of a place and its people.
Digital ID
With digital ID making inroads, having a globally rolled out digital ID (no matter how controversial) could enable a more sustainable form of travel. With each traveller’s personal carbon footprints measured and then nudged in the right direction, rewarded for better behaviour.
Accessibility
With an ageing population, huge improvements need to be made to ensure accessible travel, including the transition to universal design in the built environment. Hopefully, progress will be made in this area by 2068 to ensure travel is accessible to all especially with the potential for AI to deliver true personalisation, for example, to people with hidden disabilities. With AI freeing up humans to do elevated customer service, there is hope for a more inclusive future of travel.
Half glass full view of the 2086