I was equally surprised, delighted and impressed that Mr. Ehlers introduced the term “Turismo Consciente” as the theme of our deliberations today because, quite independently of Mr. Ehlers, I put together the words “conscious” and “travel” in my own thoughts and writings just about two years ago. I had been developing a community – based program called Places That Care. Frustrated at the slow speed with which the tourism industry was adopting sustainable practices, I was looking for evidence that a market might exist for providers who took responsibility for protecting the natural and cultural environment on which they depended. I came across a significant body of international research – not in tourism, I might add – that showed how many consumers were responding to the fateful events of 2007 – 2008 when the global economy fell on its knees. The recession accelerated a shift that had begin in the late 70s in which a growing segment of the population had decided that “mindless consumption” wasn’t for them. A snippet from a report by Ogilvy and Mather jumped out at me:
It is an undeniable fact: The recession has created not only a universal sense of anxiety and fear, but a greater level of consciousness across all ages and genders. We can’t go back. We have heightened our perception; we are awake, aware and alert – whether we like it or not.
As I associate the state of being awake, aware and alert with being conscious, you can imagine my curiosity peaked upon discovering another research study, conducted quite independently, that described a new, post –recessionary consumer as being a Conscious Consumer. Not long after that, I was introduced to the groundbreaking work of some very successful business men and women (owners and senior executives of companies such as Whole Foods, Southwest Airlines, Amazon, Google, Patagonia etc) who were calling themselves “Conscious Capitalists” and I began to imagine what a “conscious traveler” might look like. I created the blog Conscious Travel to share these observations; to sense what reaction they evoked and to create a space where the concept could incubate and develop.
In my mind, the concept of Conscious Travel has three forms: by Anna Pollock. Read More.