WEBVTT

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Ok, in this class
we are going to look at tourism

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as a global
and multifaceted phenomenon,

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and at how important this is for
the sustainable transformation of tourism.

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Let's see some numbers.

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Before the pandemic,
global tourism made up

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approximately 10.4% of global GDP

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and provided over 300 million jobs.

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These numbers are important,

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but we also have to take into account
what we'll see next.

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Here we have a graph
form the World Tourism Organization

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in which we see
pre-pandemic projections.

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We can see that
the sector's growth outlook was broad.

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And as we see here
the forecast was set for 2030,

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and this forecast was calculated

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by measuring the arrivals
of international tourists,

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tourist arrivals.

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As we can see, from this viewpoint there
has been no impact from the pandemic.

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Therefore,
we can deduce that the sector expected,

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and still expects
after the effects of the pandemic,

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broad and significant growth.

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But this isn't
the only important thing.

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We'll see other questions
that are also important.

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Because tourism is more than just numbers.

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It is important to know numbers
such as GDP impact or percentage

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and other economic statistics,
such as jobs created and others.

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But it's also important
to look at other facets,

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and that is why in today's lesson
we're talking about different facets.

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And to that end I propose an exercise.

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We're going to do a kind of brainstorming,
I'll also start doing it with you,

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in which we are going to think of concepts
and activities related to tourism.

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And I'll start with, for example,
as we can see, with excitement.

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Excitement is an activity
which is related to tourism.

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When we a are going on a trip,
going with family or with friends,

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we feel excitement and it is one
of the most important aspects.

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OK, let's continue thinking
of random words.

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We could also say the senses,

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everything we experience at a destination
comes from the senses.

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The environment, society, administration,

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understood as government
and civil service.

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Also, health and safety, investments,

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education, cuisine.

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There is science and research,

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but we can also think about
art, events, communication,

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businesses, infrastructure or innovation.

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I can think of many more
concepts and activities

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that are related to tourism.

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But as we are seeing right now
there are many things.

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We always said that tourism
is very multidisciplinary sector,

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it is sector with a very horizontal reach,

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that encompasses many subsectors
and activities within one sector.

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That is why what we are trying
to do here is to look at that.

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We want to see
within these activities and facets

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how we can act
or how we can act to put forwards

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sustainable projects, 
projects for real sustainable change.

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Here we can see the United Nation's
Sustainable Development Goals.

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Ok, as we can see
there are also facets here.

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The Sustainable Development Goals
are a multifaceted representation.

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Among other things
we will later analyze the success

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of the Sustainable Development Goals
and why they're talked about.

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But notice that it covers multiple facets.

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We are talking about things that,
in most cases, are related to tourism.

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If we think about these
Sustainable Development Goals,

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the 17 we are seeing right now,
we see that most of them

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have something to do with tourism
and are related to tourism.

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Sure enough,
working on sustainable tourism projects

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can help us reduce poverty and hunger,
it can help us improve heath,

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it can help us impact
education and training.

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If we connect this
to what we were talking about before,

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we can see that even just brainstorming
we are touching on the SDGs.

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Simply developing a series of ideas
we can see they coincide with the SDGs.

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And in the end, all of the other ones,
the ones dealing with industry, energy,

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water and water management, etc...
are all related in one way or another,

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as we were saying,
and practically the majority can be seen

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from the point of view of a company
in the tourism sector or of a destination.

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Ok, as I asked before,

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why are the United Nation's
Sustainable Development Goals successful?

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Well, it's really because of
what we're seeing in this lesson,

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it's because they add facets,

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but they do it in a specific way
that makes them easy to understand.

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We can see in occasions

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when we talk about
comprehending things easily,

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that we need to think about how
society does not absorb in the same way

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approaches only centered
on calculation and technology.

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What does this mean?

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That when we want to do
a sustainable development tourism project

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it is great to try calculating
the carbon footprint or water footprint,

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or to try using terms
such as monitoring, etc.

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But if we really want
to impact society as a whole,

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for example with schools,

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kids, students
of all ages and developments,

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we have to be aware
that we have to take that language

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and make it understandable,
in a way, we can't get too technical.

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And we also have to think
that when we talk carbon footprint,

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when we talk about water footprint,
when we talk about energy,

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about energy calculation,

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we have to be aware that we are
only talking about very specific facets,

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and that sustainability is much broader
and covers the rest of things we've seen,

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from biodiversity
to natural areas and society.

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We are going to return for a moment
to this image of the SDGs,

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to the SDG image in which
we can see all the colors.

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As we say, part of their success
and part of why they are talked about

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in businesses,
governments, and destinations,

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and even that, for example,
hotel chains are implementing it right now

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within their methodology and their
Corporate Social Responsibility Reports,

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evaluating them one by one,

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is because, if we look,
they are easy to interpret.

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They have the goal's title,

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they have a color,
they have a shape, and they are organized.

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This, even though it sometimes
seems unimportant, really isn't.

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We'll have to try to make
our sustainability projects

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simple and minimalistic,

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but also have them touch on facets
that can stimulate thought in society.

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We are going to go one step further
in what would be studying

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that multifaceted character
that we have mentioned tourism has.

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We are going to quickly analyze
a tourist destination.

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Here we are only seeing two elements
though we could analyze many more:

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Tangible and Intangible elements.

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As we can see, we can even add
to the facets we have already seen,

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the ones we already commented on,
facets related to tourism,

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administration, health,
security, etc...

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To those facets, if we want to,
we can add these two we are seeing.

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We go to a specific tourist destination

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and we start to observe
the tangible and intangible elements.

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We all know that in a tourist destination
we encounter physical, tangible elements,

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such as viewpoints, infrastructure,

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certain hikes, 
and certain things that can be physical

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or they can also be non-physical,
they can be intangible.

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And in that way a tourist destination
should have an image,

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it should have design services,
it can have a logo, for example,

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but it can also have elements 
such as the culture of the destination,

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its legends, holidays, traditions
taken to the written word, etc.

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Imagine the amount of facets
we can analyze

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joining what we saw before
about the tourism sector,

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with what we are seeing now
about the tourist destination.

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At the same time as we are looking
at this image

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of the multifaceted nature of tourism

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we also have to take into account that,

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at the same time,
destinations compete among themselves.

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But they compete slash collaborate.

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It's true that tourist destinations...
we can see an image here

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in which we see a map of Spain
where we can see a series of destinations,

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in this case 20 destinations.

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It is an index issued by Exceltur

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and it is an index that compares cities,
tourist destinations that are cities,

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in their level of tourism competitivity.

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Therefore, tourist destinations compete,
they compete among themselves.

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But also, and we want to emphasize
this important lesson,

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when we are thinking about how to act,
how we are going to act with those facets,

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we have to think about collaboration

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Destinations compete, but it is also true
that they collaborate with each other.

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And we will so also observe this now.

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As we say for collaborating,
nothing is better than goal number 17,

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Partnerships for The Goals.

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This one, we could say,
this SDG 17,

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is the king of the SDGs for us,

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it's the cherry on top,
it's collaboration, alliances,

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it means temporary joint ventures,

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it means projects
by governments and businesses together,

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it means collaborative intelligence,
it means public-private cooperation,

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as we were saying,
it's all of this, really.

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And his is why
at this point of the lesson we pause,

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because after seeing all of these facets,
we might feel a bit lost.

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And really if I do an isolated project,
if I work for a tourism organization

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and I do a project isolated both in time
and in the way I am doing it,

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I can run the risk of losing value, 
the risk of not impacting other elements.

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That is why collaboration is fundamental,

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why its fundamental
for me to be my own business,

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to the one investing in tourism,
to, whatever company I work in,

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think about how I can collaborate with
other actors in the tourist destination.

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Ok, to conclude we are going to talk
about a final thought.

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We have been studying
the different facets of tourism,

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we've said that tourism is multifaceted,
linking it with the SDGs,

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and linking it
with tourism's other facets.

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But to conclude we have to see
that none of these facets alone,

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not technology,
nor sustainable development

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around any project centered
on any type of measuring tool,

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can be a match for people centered topics.

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Meaning, people will always
be at the center of tourism,

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people and, specifically,
their emotions.

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As we know,
human beings are emotional beings

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who feels a series of things
when traveling to a destination.

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As an example,
and we are all aware of this,

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when we visit a destination
and enjoy a series of services

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we might forget the hotel we stayed in,
we might forget the hike we took,

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we might even forget the restaurant
in which we ate,

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but we will never forget
how we were treated,

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we will never forget how we felt.

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That is why this final point is important:

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After seeing all of these
facet analysis work methods,

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this final facet of never forgetting
the focus on the person is important.

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That is why it is also important

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to foster soft skills and capabilities,

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to try to foster empathy

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so we can design
sustainable transformation projects,

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but also to make those projects somehow
take people's emotions into account.

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That experience of tourist customer,
which is at the heart of that emotion,

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of that tourist that lives every day
throughout their trip,

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who lives that experience,

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is really important to keep in mind.

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In a way, and alongside those soft skills,

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those skills we always
have to be aware of and honing,

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we have to also be aware
that sensoriality is attached to this,

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how the destination is perceived
through the senses will also be important.

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We have to be aware that when the tourist
is living the tourist experience

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they are tasting at a restaurant,
breathing out in nature,

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seeing a landscape.

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And we also have to take all of this
into account when developing our brand.

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And as a final conclusion, 
we also have to take into account

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the excellence we want to apply
to our sustainable development projects.

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As we have said,
people are important.

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It is true that we have to be competitive,
but we can't forget,

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however ambitious we may be,
our values and ethics.

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With that in mind we can remember
the three maxims of Greek culture

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when developing a discourse:
ethos, pathos, and logos.

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That is, we can't forget ethics,
our personal brand,

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we can't forget pathos,
which means passion,

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the passion we put into
and that is noticed in all our projects,

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and we can't forget,
lastly but importantly,

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logos, which is the logic 
and the way in which we communicate things

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and the way that we produce our project.

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Thank you.