vimeo.com/.../704202445

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

as a global
and multifaceted phenomenon,

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

Let's see some numbers.

Before the pandemic,
global tourism made up

approximately 10.4% of global GDP

and provided over 300 million jobs.

These numbers are important,

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

Here we have a graph
form the World Tourism Organization

in which we see
pre-pandemic projections.

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

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

and this forecast was calculated

by measuring the arrivals
of international tourists,

tourist arrivals.

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

Therefore,
we can deduce that the sector expected,

and still expects
after the effects of the pandemic,

broad and significant growth.

But this isn't
the only important thing.

We'll see other questions
that are also important.

Because tourism is more than just numbers.

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

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

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

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

And to that end I propose an exercise.

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

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

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

Excitement is an activity
which is related to tourism.

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

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

OK, let's continue thinking
of random words.

We could also say the senses,

everything we experience at a destination
comes from the senses.

The environment, society, administration,

understood as government
and civil service.

Also, health and safety, investments,

education, cuisine.

There is science and research,

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

businesses, infrastructure or innovation.

I can think of many more
concepts and activities

that are related to tourism.

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

We always said that tourism
is very multidisciplinary sector,

it is sector with a very horizontal reach,

that encompasses many subsectors
and activities within one sector.

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

We want to see
within these activities and facets

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

sustainable projects,
projects for real sustainable change.

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

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

The Sustainable Development Goals
are a multifaceted representation.

Among other things
we will later analyze the success

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

But notice that it covers multiple facets.

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

If we think about these
Sustainable Development Goals,

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

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

Sure enough,
working on sustainable tourism projects

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

it can help us impact
education and training.

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

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

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

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

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

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

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

Ok, as I asked before,

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

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

it's because they add facets,

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

We can see in occasions

when we talk about
comprehending things easily,

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

approaches only centered
on calculation and technology.

What does this mean?

That when we want to do
a sustainable development tourism project

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

or to try using terms
such as monitoring, etc.

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

for example with schools,

kids, students
of all ages and developments,

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

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

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

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

about energy calculation,

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

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

from biodiversity
to natural areas and society.

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

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

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

in businesses,
governments, and destinations,

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

within their methodology and their
Corporate Social Responsibility Reports,

evaluating them one by one,

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

They have the goal's title,

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

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

We'll have to try to make
our sustainability projects

simple and minimalistic,

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

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

that multifaceted character
that we have mentioned tourism has.

We are going to quickly analyze
a tourist destination.

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

Tangible and Intangible elements.

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

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

administration, health,
security, etc...

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

We go to a specific tourist destination

and we start to observe
the tangible and intangible elements.

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

such as viewpoints, infrastructure,

certain hikes,
and certain things that can be physical

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

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

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

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

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

Imagine the amount of facets
we can analyze

joining what we saw before
about the tourism sector,

with what we are seeing now
about the tourist destination.

At the same time as we are looking
at this image

of the multifaceted nature of tourism

we also have to take into account that,

at the same time,
destinations compete among themselves.

But they compete slash collaborate.

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

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

in this case 20 destinations.

It is an index issued by Exceltur

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

in their level of tourism competitivity.

Therefore, tourist destinations compete,
they compete among themselves.

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

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

we have to think about collaboration

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

And we will so also observe this now.

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

Partnerships for The Goals.

This one, we could say,
this SDG 17,

is the king of the SDGs for us,

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

it means temporary joint ventures,

it means projects
by governments and businesses together,

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

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

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

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

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

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

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

That is why collaboration is fundamental,

why its fundamental
for me to be my own business,

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

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

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

We have been studying
the different facets of tourism,

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

and linking it
with tourism's other facets.

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

not technology,
nor sustainable development

around any project centered
on any type of measuring tool,

can be a match for people centered topics.

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

people and, specifically,
their emotions.

As we know,
human beings are emotional beings

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

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

when we visit a destination
and enjoy a series of services

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

we might even forget the restaurant
in which we ate,

but we will never forget
how we were treated,

we will never forget how we felt.

That is why this final point is important:

After seeing all of these
facet analysis work methods,

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

That is why it is also important

to foster soft skills and capabilities,

to try to foster empathy

so we can design
sustainable transformation projects,

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

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

of that tourist that lives every day
throughout their trip,

who lives that experience,

is really important to keep in mind.

In a way, and alongside those soft skills,

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

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

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

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

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

seeing a landscape.

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

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

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

As we have said,
people are important.

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

however ambitious we may be,
our values and ethics.

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

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

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

we can't forget pathos,
which means passion,

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

and we can't forget,
lastly but importantly,

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

and the way that we produce our project.

Thank you.