INNOVATION AND CREATIVITY: RESPONDING TO MARKET TRENDS ADVENTURE TOURISM CONFERENCE FEBRUARY 2012

… the job to be done… growing the value of tourism… helping to make a DESTINATION a great place, to live work and visit…

… creating the environment to grow a sustainable, INNOVATIVE, competitive businesses and destination…

MAIN CONCERN 1: Serial reproduction: Crimes against the consumer

MAIN CONCERN 2: Market segmentation is a load of b-ll---ks… an adventure tourist is just a tourist !!

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“The Traveller with his heavy load is in need of a friend” – ETHNOGRAPHY OF EXPERIENCE Damaged Romanticism Anticipation - engagement - fulfilment - regret Recharged Optimism Anticipation - engagement - fulfilment - inspire

Fresh challenges: New opportunities

TURBULENCE EconomicsPolitical GROWTH Limited & Cautious Small can be BIG COMPETITION DynamicUncertain

Radi cal ism

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TURBULENCE EconomicsPolitical GROWTH Limited & Cautious Small can be BIG COMPETITION DynamicUncertain

UN WORLD TOURISM ORGANISATION: GOBAL INTERNATIONAL ARRIVALS FORECASTS. 2011

UK TOURISM WEF COMPETITIVE INDEX = 7/139 (- 1) ADVENTURE TOURISM DEVELOPMENT INDEX = 13 (4) FUTUREBRANDS COUNTRY BRANDS INDEX = 13 (-4) VISIT BRITAIN INTERNATIONAL ARRIVALS = -10% P.A

SLOVENIA FUTURE BRAND COUNTRY INDEX = 23 in Europe (+2) FUTURE BRAND COUNTRY INDEX = 52/113 in World TRAVELSAT INDEX = “best in class” EUROPEAN TOURISM 2011( = +9%

TURBULENCE EconomicsPolitical GROWTH Limited & Cautious Small can be BIG COMPETITION DynamicUncertain

Uber Competitiveness

RYANAIR ROUTES/ RYANAIR ROUTES

Market-focused and trend led

Experience * Creativity * Discovery * Exploration * Search for the Authentic * Local Food and Drink * Local Culture * Customised * Concierge Services * Activity * Experimentation * Lifestyle * Looking Good * Discerning * Affordable Luxury * Multi-faceted * Mobile * Open to New Ideas * Embedded Generosity * Art * Architecture * Design * Experience

CHALLENGE

CHALLENGE everything

“Dull is a really crowded market place”

IMPORTANCE OF INNOVATION = TRANSFORMATION

“The industry needs hybrid thinkers and hybrid solutions.. But this industry is NOT sufficiently innovative and creative to deliver.” Claus Sendlinger CEO, Design Hotels, 2011

Hybrid Solutions, lifestyle fusion

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“ small is the new BIG ”

“ small is DO the new BIG ”

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“… evolution or revolution…. ?”

Where do good ideas come from?

THE ADJACENT POSSIBLE.... WHO ARE YOU SITTING NEXT TO? ………………………………………………………………………………….. LIQUID NETWORKS.... POETS, MUSICIANS, ANTHROPOLOGISTS ………………………………………………………………………………….. INTUITION AND HUNCH.... COUNTERINTUITIVE, NOTIONAL ………………………………………………………………………………….. SERENDIPITY & RISK TAKING.... JUST DO IT ………………………………………………………………………………….. EXAPTATION... ACQUIRE FEATURES NOT ORIGINALLY INTENDED ………………………………………………………………………………….. HYBRID... FUSION OF IDEAS FROM DIFFERENT SOURCES …………………………………………………………………………………..

Influencers & Sources of Inspiration

Freeman Tilden (Recreation Planner/ Conservationist) “Interpreting Our Heritage” (1957) Awaken Curiosity: “ Awaken people’s curiosity... It is enough to open minds, do not overload them... Put there just a spark but in doing so address the needs of the whole person... For the body, the mind and the spirit.”

Creativity in our approach “Radicalism is required so that superficial cosiness can be avoided. In its place pin down the problems whose solutions we will create forming the basis of the values for the well-being of man that are genuinely worthy of development” Alvar Aalto Architect and Designer 1930

Jerry Garcia (Marketeer/Songwriter) “The Grateful Dead” “You cannot merely want to be considered just the best of the best. You want to be considered the only ones who do what you do.”

“We drive into the future using only the rear view mirror.” Marshall McLuhan

GROUP ONE How can the adventure tourism ‘industry’ embrace these headline trends in tourism? GROUP TWO SWOT Analysis for Fort William

GROUP THREE Innovation, fusion, hybrid solutions…. So what are the conditions that have to be created to nurture new ideas? GROUP FOUR What’s missing in OCUK?

Diolch yn fawr Thank you Professor Terry Stevens