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

INNOVATION AND CREATIVITY:

RESPONDING TO MARKET TRENDS

ADVENTURE TOURISM CONFERENCEFEBRUARY 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!!

.

.

.

“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

Radicalism

.

.

.

.

.

.

UN WORLD TOURISM ORGANISATION: GOBAL INTERNATIONAL ARRIVALS FORECASTS. 2011

UK TOURISM

SLOVENIA

Uber Competitiveness

RYANAIR 2000 11 ROUTES/ RYANAIR 2011 1100 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”

IMPORTANCEOFINNOVATION = TRANSFORMATION

“The industry needs hybrid thinkers and hybrid

solutions.. But this industry is NOT sufficiently innovative and

creative to deliver.”

Claus SendlingerCEO, Design Hotels, 2011

Hybrid Solutions,lifestyle fusion

.

.

.

.

“small is the new

BIG”

“small is DO

the new BIG”

.

.

.

.

.

.

“… evolution or revolution…. ?”

Where do good ideas come from?

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 AaltoArchitect 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 ONEHow can the adventure tourism ‘industry’ embrace these headline trends in tourism?GROUP TWOSWOT Analysis for Fort William

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

Diolch yn fawrThank you

Professor Terry [email protected]