The Place Paradigm™: A New Approach to Tourism Development

Tourism can be fraught with controversy, or at least differing viewpoints.  In many destinations worldwide, divergent views on tourism's impact reflect differing priorities and values. On the one hand, there are many who view tourism as a driver of economic growth and development, particularly in areas that don't attract other types of industry development. This growth is seen as essential for creating employment, prosperity and community.  On the other hand, there are many who view tourism as an infringement on the local way of life and culture and a threat to the environment and quality of life.

Whereever people land on the spectrum of opinion, however, we've noticed that one fundamental truth emerges: the place is a point of common purpose. Whether out of duty or love, the place itself unites stakeholders on all sides.

We've come to recognise that this shared commitment to place is at the very heart of tourism. In fact, it is the purpose of tourism. Whether advocating for or against tourism development, stakeholders ultimately seek the long-term well-being of their community and its natural and cultural heritage. This realisation inspired "The Place Paradigm™" – a holistic approach to tourism that we use in our work with destinations and stakeholders, 

The Transition from The Numbers Paradigm to The Place Paradigm

For decades, the prevailing model of tourism development could be referred to as The Numbers Paradigm. This approach emphasises metrics like visitor volume, revenue, and satisfaction as indicators of success. While effective in driving economic growth initially, concerns have emerged over time - overtourism, climate impact, social licence and impact on natural and cultural ecosystems. 

In response to these challenges, The Place Paradigm™ offers a paradigm shift – moving away from a narrow focus on numerical metrics towards a more comprehensive understanding of tourism's value. Rather than solely measuring success by economic indicators, The Place Paradigm™ assesses the value of tourism and the potential outcomes in terms of tourism activity on local businesses, communities, and environmental conservation.

The 5 Objectives of Place

At the core of The Place Paradigm™ are the 5 Objectives of Place - in other words, the outcomes a purpose-driven model of tourism would deliver for places: 

1. Profitable Local Businesses: Sustainable tourism is rooted in the success of local enterprises, providing economic stability and continuity for local communities
2. Measurable Climate Action: Addressing climate change is essential for the long-term viability of tourism destinations, requiring proactive measures to reduce carbon emissions and environmental impact.
3. Enriched, Thriving Communities: Tourism should contribute to the well-being of host communities, involve them in decision-making and include them in the distribution of benefits.
4. Delighted, Empowered Visitors: Empowering visitors to make sustainable choices enhances their experience and fosters a sense of responsibility towards the destination.
5. Flourishing Nature and Culture: Protecting natural and cultural heritage ensures the sustainability and authenticity of tourism destinations.

Encircling all of this is the principle of 'working together', emphasising that these outcomes can only be achieved through collective and collaborative effort.

Key Features of The Place Paradigm

The Place Paradigm™ embodies several key features that distinguish it from traditional approaches:

1. Circular, Not Linear: The interconnected nature of the objectives emphasises collaboration and balance among stakeholders.
2. Journey, Not Destination: Sustainable tourism is an ongoing process of adaptation and improvement, rather than a fixed endpoint.
3. Collaborative: Success requires collective action and cooperation among diverse stakeholders, recognising the complexity of tourism development.
4. Principles, Not Prescriptions: While global principles guide sustainable tourism, local adaptation and innovation are essential for implementation.
5. Balanced: Excelling in one area cannot compensate for shortcomings in others, highlighting the importance of holistic and integrated approaches.

Engagement in The Place Paradigm™

Implementing The Place Paradigm™ requires meaningful engagement and collaboration among stakeholders. Key guidelines for practical application include:

1. Collective Approach: Engage all stakeholders in collaborative decision-making and problem-solving.
2. Local Relevance: Tailor sustainable tourism practices to the specific needs and context of each destination.
3. Capacity Building: Invest in training and support to empower stakeholders to embrace sustainable practices.
4. Measurable Impact: Establish clear targets and metrics to track the social, economic, and environmental benefits of tourism.
5. Incentivise Participation: Provide incentives for businesses and policymakers to adopt sustainable tourism strategies.
6. Long-Term Commitment: Recognise that sustainable tourism is an ongoing journey, requiring continuous adaptation and investment.

By embracing The Place Paradigm™, destinations can chart a course towards a more sustainable and equitable tourism future, where prosperity is measured not just in numbers, but in the well-being of places and all who live there, human and non-human.

© The Tourism Space