0:00:05.100,0:00:07.383 Ok, in this class[br]we are going to look at tourism 0:00:07.383,0:00:10.080 as a global[br]and multifaceted phenomenon, 0:00:10.320,0:00:13.920 and at how important this is for[br]the sustainable transformation of tourism. 0:00:16.320,0:00:17.640 Let's see some numbers. 0:00:17.640,0:00:22.520 Before the pandemic,[br]global tourism made up 0:00:23.200,0:00:27.080 approximately 10.4% of global GDP 0:00:27.840,0:00:31.560 and provided over 300 million jobs. 0:00:31.560,0:00:33.459 These numbers are important, 0:00:34.127,0:00:37.470 but we also have to take into account[br]what we'll see next. 0:00:38.320,0:00:41.920 Here we have a graph[br]form the World Tourism Organization 0:00:41.920,0:00:45.120 in which we see[br]pre-pandemic projections. 0:00:46.040,0:00:49.800 We can see that[br]the sector's growth outlook was broad. 0:00:50.520,0:00:54.040 And as we see here[br]the forecast was set for 2030, 0:00:54.520,0:00:58.360 and this forecast was calculated 0:00:59.520,0:01:02.800 by measuring the arrivals[br]of international tourists, 0:01:02.800,0:01:04.320 tourist arrivals. 0:01:04.320,0:01:09.840 As we can see, from this viewpoint there[br]has been no impact from the pandemic. 0:01:09.840,0:01:13.381 Therefore,[br]we can deduce that the sector expected, 0:01:13.381,0:01:16.175 and still expects[br]after the effects of the pandemic, 0:01:16.265,0:01:18.960 broad and significant growth. 0:01:19.260,0:01:21.120 But this isn't[br]the only important thing. 0:01:21.120,0:01:24.920 We'll see other questions[br]that are also important. 0:01:25.400,0:01:27.520 Because tourism is more than just numbers. 0:01:27.520,0:01:31.440 It is important to know numbers[br]such as GDP impact or percentage 0:01:31.840,0:01:35.800 and other economic statistics,[br]such as jobs created and others. 0:01:35.800,0:01:39.640 But it's also important[br]to look at other facets, 0:01:39.640,0:01:43.960 and that is why in today's lesson[br]we're talking about different facets. 0:01:44.280,0:01:46.360 And to that end I propose an exercise. 0:01:46.600,0:01:51.000 We're going to do a kind of brainstorming,[br]I'll also start doing it with you, 0:01:51.000,0:01:54.903 in which we are going to think of concepts[br]and activities related to tourism. 0:01:55.400,0:01:58.600 And I'll start with, for example,[br]as we can see, with excitement. 0:01:58.640,0:02:01.560 Excitement is an activity[br]which is related to tourism. 0:02:01.800,0:02:06.171 When we a are going on a trip,[br]going with family or with friends, 0:02:06.171,0:02:09.960 we feel excitement and it is one[br]of the most important aspects. 0:02:09.960,0:02:12.840 OK, let's continue thinking[br]of random words. 0:02:13.080,0:02:14.830 We could also say the senses, 0:02:15.120,0:02:18.200 everything we experience at a destination[br]comes from the senses. 0:02:18.600,0:02:22.520 The environment, society, administration, 0:02:22.680,0:02:25.211 understood as government[br]and civil service. 0:02:25.504,0:02:28.440 Also, health and safety, investments, 0:02:29.400,0:02:31.840 education, cuisine. 0:02:32.640,0:02:34.880 There is science and research, 0:02:35.360,0:02:39.920 but we can also think about[br]art, events, communication, 0:02:40.800,0:02:44.320 businesses, infrastructure or innovation. 0:02:45.040,0:02:48.440 I can think of many more[br]concepts and activities 0:02:48.880,0:02:50.320 that are related to tourism. 0:02:50.320,0:02:54.080 But as we are seeing right now[br]there are many things. 0:02:54.080,0:02:58.840 We always said that tourism[br]is very multidisciplinary sector, 0:02:58.840,0:03:01.595 it is sector with a very horizontal reach, 0:03:01.824,0:03:05.760 that encompasses many subsectors[br]and activities within one sector. 0:03:06.400,0:03:09.800 That is why what we are trying[br]to do here is to look at that. 0:03:10.000,0:03:13.520 We want to see[br]within these activities and facets 0:03:13.920,0:03:17.240 how we can act[br]or how we can act to put forwards 0:03:17.440,0:03:21.080 sustainable projects, [br]projects for real sustainable change. 0:03:22.560,0:03:28.040 Here we can see the United Nation's[br]Sustainable Development Goals. 0:03:29.080,0:03:33.160 Ok, as we can see[br]there are also facets here. 0:03:33.200,0:03:39.166 The Sustainable Development Goals[br]are a multifaceted representation. 0:03:39.691,0:03:42.128 Among other things[br]we will later analyze the success 0:03:42.128,0:03:45.220 of the Sustainable Development Goals[br]and why they're talked about. 0:03:45.220,0:03:48.560 But notice that it covers multiple facets. 0:03:48.560,0:03:53.600 We are talking about things that,[br]in most cases, are related to tourism. 0:03:53.600,0:03:56.840 If we think about these[br]Sustainable Development Goals, 0:03:57.120,0:04:01.160 the 17 we are seeing right now,[br]we see that most of them 0:04:01.440,0:04:04.330 have something to do with tourism[br]and are related to tourism. 0:04:04.360,0:04:08.000 Sure enough,[br]working on sustainable tourism projects 0:04:08.000,0:04:13.512 can help us reduce poverty and hunger,[br]it can help us improve heath, 0:04:13.937,0:04:18.320 it can help us impact[br]education and training. 0:04:18.760,0:04:21.680 If we connect this[br]to what we were talking about before, 0:04:21.880,0:04:25.560 we can see that even just brainstorming[br]we are touching on the SDGs. 0:04:25.680,0:04:31.400 Simply developing a series of ideas[br]we can see they coincide with the SDGs. 0:04:32.000,0:04:36.737 And in the end, all of the other ones,[br]the ones dealing with industry, energy, 0:04:36.737,0:04:41.650 water and water management, etc...[br]are all related in one way or another, 0:04:41.650,0:04:46.940 as we were saying,[br]and practically the majority can be seen 0:04:46.940,0:04:51.680 from the point of view of a company[br]in the tourism sector or of a destination. 0:04:54.400,0:04:56.000 Ok, as I asked before, 0:04:56.000,0:05:00.240 why are the United Nation's[br]Sustainable Development Goals successful? 0:05:00.560,0:05:03.480 Well, it's really because of[br]what we're seeing in this lesson, 0:05:03.480,0:05:04.977 it's because they add facets, 0:05:05.208,0:05:10.000 but they do it in a specific way[br]that makes them easy to understand. 0:05:13.440,0:05:15.000 We can see in occasions 0:05:15.000,0:05:17.221 when we talk about[br]comprehending things easily, 0:05:17.221,0:05:20.560 that we need to think about how[br]society does not absorb in the same way 0:05:20.560,0:05:24.440 approaches only centered[br]on calculation and technology. 0:05:24.440,0:05:25.760 What does this mean? 0:05:25.760,0:05:29.583 That when we want to do[br]a sustainable development tourism project 0:05:29.583,0:05:32.912 it is great to try calculating[br]the carbon footprint or water footprint, 0:05:32.912,0:05:36.605 or to try using terms[br]such as monitoring, etc. 0:05:36.605,0:05:40.184 But if we really want[br]to impact society as a whole, 0:05:40.184,0:05:42.640 for example with schools, 0:05:43.840,0:05:47.240 kids, students[br]of all ages and developments, 0:05:47.640,0:05:52.111 we have to be aware[br]that we have to take that language 0:05:52.111,0:05:56.311 and make it understandable,[br]in a way, we can't get too technical. 0:05:56.311,0:05:59.542 And we also have to think[br]that when we talk carbon footprint, 0:05:59.542,0:06:03.555 when we talk about water footprint,[br]when we talk about energy, 0:06:03.555,0:06:05.031 about energy calculation, 0:06:05.122,0:06:09.360 we have to be aware that we are[br]only talking about very specific facets, 0:06:09.640,0:06:14.320 and that sustainability is much broader[br]and covers the rest of things we've seen, 0:06:14.600,0:06:18.200 from biodiversity[br]to natural areas and society. 0:06:20.160,0:06:24.507 We are going to return for a moment[br]to this image of the SDGs, 0:06:24.760,0:06:27.530 to the SDG image in which[br]we can see all the colors. 0:06:27.720,0:06:31.840 As we say, part of their success[br]and part of why they are talked about 0:06:31.840,0:06:34.080 in businesses,[br]governments, and destinations, 0:06:34.520,0:06:38.712 and even that, for example,[br]hotel chains are implementing it right now 0:06:38.712,0:06:43.840 within their methodology and their[br]Corporate Social Responsibility Reports, 0:06:44.080,0:06:45.668 evaluating them one by one, 0:06:45.668,0:06:51.038 is because, if we look,[br]they are easy to interpret. 0:06:51.400,0:06:54.680 They have the goal's title, 0:06:54.880,0:06:58.418 they have a color,[br]they have a shape, and they are organized. 0:06:58.720,0:07:03.040 This, even though it sometimes[br]seems unimportant, really isn't. 0:07:03.040,0:07:05.760 We'll have to try to make[br]our sustainability projects 0:07:06.160,0:07:07.941 simple and minimalistic, 0:07:07.941,0:07:12.000 but also have them touch on facets[br]that can stimulate thought in society. 0:07:14.640,0:07:18.800 We are going to go one step further[br]in what would be studying 0:07:19.120,0:07:22.640 that multifaceted character[br]that we have mentioned tourism has. 0:07:23.160,0:07:26.320 We are going to quickly analyze[br]a tourist destination. 0:07:26.320,0:07:30.201 Here we are only seeing two elements[br]though we could analyze many more: 0:07:30.201,0:07:32.560 Tangible and Intangible elements. 0:07:33.080,0:07:36.437 As we can see, we can even add[br]to the facets we have already seen, 0:07:36.437,0:07:40.600 the ones we already commented on,[br]facets related to tourism, 0:07:41.160,0:07:45.171 administration, health,[br]security, etc... 0:07:45.171,0:07:49.551 To those facets, if we want to,[br]we can add these two we are seeing. 0:07:49.551,0:07:51.908 We go to a specific tourist destination 0:07:52.274,0:07:56.600 and we start to observe[br]the tangible and intangible elements. 0:07:57.200,0:08:01.362 We all know that in a tourist destination[br]we encounter physical, tangible elements, 0:08:01.362,0:08:05.120 such as viewpoints, infrastructure, 0:08:05.880,0:08:09.520 certain hikes, [br]and certain things that can be physical 0:08:10.000,0:08:13.360 or they can also be non-physical,[br]they can be intangible. 0:08:13.760,0:08:17.440 And in that way a tourist destination[br]should have an image, 0:08:17.440,0:08:21.000 it should have design services,[br]it can have a logo, for example, 0:08:21.160,0:08:25.280 but it can also have elements [br]such as the culture of the destination, 0:08:25.960,0:08:31.280 its legends, holidays, traditions[br]taken to the written word, etc. 0:08:31.280,0:08:34.920 Imagine the amount of facets[br]we can analyze 0:08:35.320,0:08:39.200 joining what we saw before[br]about the tourism sector, 0:08:39.480,0:08:43.720 with what we are seeing now[br]about the tourist destination. 0:08:46.440,0:08:49.400 At the same time as we are looking[br]at this image 0:08:50.160,0:08:52.880 of the multifaceted nature of tourism 0:08:52.990,0:08:54.860 we also have to take into account that, 0:08:54.860,0:08:57.480 at the same time,[br]destinations compete among themselves. 0:08:57.480,0:09:00.080 But they compete slash collaborate. 0:09:00.360,0:09:05.011 It's true that tourist destinations...[br]we can see an image here 0:09:05.011,0:09:10.560 in which we see a map of Spain[br]where we can see a series of destinations, 0:09:10.560,0:09:12.471 in this case 20 destinations. 0:09:12.870,0:09:15.680 It is an index issued by Exceltur 0:09:16.080,0:09:19.899 and it is an index that compares cities,[br]tourist destinations that are cities, 0:09:20.165,0:09:23.360 in their level of tourism competitivity. 0:09:24.320,0:09:27.680 Therefore, tourist destinations compete,[br]they compete among themselves. 0:09:28.000,0:09:31.960 But also, and we want to emphasize[br]this important lesson, 0:09:32.400,0:09:37.627 when we are thinking about how to act,[br]how we are going to act with those facets, 0:09:37.627,0:09:39.380 we have to think about collaboration 0:09:39.440,0:09:43.760 Destinations compete, but it is also true[br]that they collaborate with each other. 0:09:44.000,0:09:45.960 And we will so also observe this now. 0:09:47.960,0:09:52.969 As we say for collaborating,[br]nothing is better than goal number 17, 0:09:52.969,0:09:56.080 Partnerships for The Goals. 0:09:56.600,0:09:59.680 This one, we could say,[br]this SDG 17, 0:10:00.200,0:10:02.560 is the king of the SDGs for us, 0:10:02.680,0:10:07.491 it's the cherry on top,[br]it's collaboration, alliances, 0:10:07.491,0:10:10.320 it means temporary joint ventures, 0:10:10.320,0:10:13.560 it means projects[br]by governments and businesses together, 0:10:13.560,0:10:18.720 it means collaborative intelligence,[br]it means public-private cooperation, 0:10:18.720,0:10:21.270 as we were saying,[br]it's all of this, really. 0:10:21.620,0:10:24.184 And his is why[br]at this point of the lesson we pause, 0:10:24.184,0:10:28.440 because after seeing all of these facets,[br]we might feel a bit lost. 0:10:29.000,0:10:33.436 And really if I do an isolated project,[br]if I work for a tourism organization 0:10:33.436,0:10:38.520 and I do a project isolated both in time[br]and in the way I am doing it, 0:10:38.800,0:10:44.160 I can run the risk of losing value, [br]the risk of not impacting other elements. 0:10:44.160,0:10:46.320 That is why collaboration is fundamental, 0:10:46.680,0:10:49.480 why its fundamental[br]for me to be my own business, 0:10:49.480,0:10:52.520 to the one investing in tourism,[br]to, whatever company I work in, 0:10:52.520,0:10:56.260 think about how I can collaborate with[br]other actors in the tourist destination. 0:10:56.920,0:11:01.000 Ok, to conclude we are going to talk[br]about a final thought. 0:11:01.920,0:11:05.360 We have been studying[br]the different facets of tourism, 0:11:05.360,0:11:09.166 we've said that tourism is multifaceted,[br]linking it with the SDGs, 0:11:09.371,0:11:11.920 and linking it[br]with tourism's other facets. 0:11:12.640,0:11:16.796 But to conclude we have to see[br]that none of these facets alone, 0:11:16.796,0:11:21.000 not technology,[br]nor sustainable development 0:11:21.000,0:11:26.173 around any project centered[br]on any type of measuring tool, 0:11:26.640,0:11:29.720 can be a match for people centered topics. 0:11:29.720,0:11:33.560 Meaning, people will always[br]be at the center of tourism, 0:11:33.560,0:11:35.720 people and, specifically,[br]their emotions. 0:11:36.400,0:11:39.080 As we know,[br]human beings are emotional beings 0:11:39.320,0:11:42.250 who feels a series of things[br]when traveling to a destination. 0:11:42.400,0:11:44.960 As an example,[br]and we are all aware of this, 0:11:44.960,0:11:48.280 when we visit a destination[br]and enjoy a series of services 0:11:48.640,0:11:54.480 we might forget the hotel we stayed in,[br]we might forget the hike we took, 0:11:54.800,0:11:58.195 we might even forget the restaurant[br]in which we ate, 0:11:58.195,0:12:00.350 but we will never forget[br]how we were treated, 0:12:00.480,0:12:02.400 we will never forget how we felt. 0:12:02.400,0:12:04.840 That is why this final point is important: 0:12:04.840,0:12:08.852 After seeing all of these[br]facet analysis work methods, 0:12:09.063,0:12:14.320 this final facet of never forgetting[br]the focus on the person is important. 0:12:15.120,0:12:17.060 That is why it is also important 0:12:17.060,0:12:21.757 to foster soft skills and capabilities, 0:12:22.362,0:12:24.360 to try to foster empathy 0:12:24.400,0:12:28.760 so we can design[br]sustainable transformation projects, 0:12:28.760,0:12:33.648 but also to make those projects somehow[br]take people's emotions into account. 0:12:33.760,0:12:39.037 That experience of tourist customer,[br]which is at the heart of that emotion, 0:12:39.037,0:12:43.595 of that tourist that lives every day[br]throughout their trip, 0:12:43.595,0:12:44.840 who lives that experience, 0:12:45.120,0:12:48.080 is really important to keep in mind. 0:12:48.680,0:12:52.389 In a way, and alongside those soft skills, 0:12:52.389,0:12:58.240 those skills we always[br]have to be aware of and honing, 0:12:58.880,0:13:03.262 we have to also be aware[br]that sensoriality is attached to this, 0:13:03.262,0:13:08.480 how the destination is perceived[br]through the senses will also be important. 0:13:09.000,0:13:14.400 We have to be aware that when the tourist[br]is living the tourist experience 0:13:15.160,0:13:20.077 they are tasting at a restaurant,[br]breathing out in nature, 0:13:20.322,0:13:22.000 seeing a landscape. 0:13:22.000,0:13:27.120 And we also have to take all of this[br]into account when developing our brand. 0:13:27.760,0:13:30.840 And as a final conclusion, [br]we also have to take into account 0:13:31.960,0:13:36.280 the excellence we want to apply[br]to our sustainable development projects. 0:13:36.280,0:13:38.640 As we have said,[br]people are important. 0:13:38.960,0:13:42.800 It is true that we have to be competitive,[br]but we can't forget, 0:13:42.800,0:13:46.160 however ambitious we may be,[br]our values and ethics. 0:13:46.640,0:13:52.571 With that in mind we can remember[br]the three maxims of Greek culture 0:13:52.840,0:13:56.520 when developing a discourse:[br]ethos, pathos, and logos. 0:13:56.880,0:14:00.200 That is, we can't forget ethics,[br]our personal brand, 0:14:00.440,0:14:03.400 we can't forget pathos,[br]which means passion, 0:14:03.680,0:14:07.000 the passion we put into[br]and that is noticed in all our projects, 0:14:07.240,0:14:09.937 and we can't forget,[br]lastly but importantly, 0:14:09.937,0:14:15.078 logos, which is the logic [br]and the way in which we communicate things 0:14:15.078,0:14:17.472 and the way that we produce our project. 0:14:18.136,0:14:19.420 Thank you.