INSIGHTS
A STRATEGIC APPROACH Talking about change is quite different to effecting it. Luckily for us, Covid-19 has helped us focus on the low hanging fruits we had but could not see, writes Thami Nkadimeng.
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lbert Einstein is widely credited with saying, “Insanity is doing the same thing over and over and expecting different results.” Prior to Covid-19, we often spoke about an industrial revolution approach within the tourism industry, where we would see technology play a significant role in determining the course of action for business. When we reflect on this, however, can we honestly say that we would have been ready to fully immerse ourselves in events that are run online or that we were open to finding alternative measures to run events completely sustainably? We now know with certainty that life itself is uncertain. We cannot trust the wait and we need to be planning for future possibilities by exploring several scenarios.
DIVERSE TRAVEL Aside from existing business commitments, consider why people will travel when the pandemic is over; will they travel to fulfil a lifelong dream and check an item off their bucket lists, or will they be driven to travel only for unique experiences? We need to be ready to offer and cater to these and the many other needs that will be created by the shift each of us has had to undergo by understanding opportunities in the tourism ranges discussed below. DISCRETIONARY TRAVEL It is no secret that the extent of the devastation wreaked by the novel coronavirus pandemic has been vast. We form part of a global society that is unbalanced in privilege and, due to this, some areas will be affected differently. As a result, we could see travellers engaging in voluntarism vacations to assist the hardest hit communities by offering a helping hand in these areas.
OPULENCE TRAVEL Some travellers have taken this time to reflect and realised that the term ‘YOLO’ (you only live once) is more of a reality than just a phrase. They may feel that post Covid-19, they have weathered the storm and it is now time to seize their pot of gold at the end of the rainbow through luxury travel. These tourists will require extraordinary, unique experiences, with personal attention where cost is of no concern. GOURMET TRAVEL Most people have had to endure a lockdown for periods of time during which dining out was prohibited, leaving minimal room for indulgence. After witnessing a surge in people getting creative with cooking and experimenting with new ingredients and new cuisines, this focus on food may lead tourists to seeking out captivating culinary experiences and interacting with local communities and cooks from particular areas. OPPORTUNITY TRAVEL Post lockdown, many countries will likely have employment opportunities created by the impact of the pandemic that could see people travelling to explore these opportunities. This captivating form of travel could also potentially
contribute to driving the global economy at large. The travel and tourism industry will be fully revived again; it is a huge part of the economy, so it is only a matter of time. In the interim, we need to take advantage of the aforementioned factors that are known among all the other unknowns, and plan for specific types of tourism in the near future, while being aware that health is a priority. If we want considerable and rapid results as an industry, we have no choice but to implement focused approaches to tempt tourists.
An experienced writer, speaker, moderator and MC, Thami Nkadimeng is a message architect who conceptualises, creates and delivers messages to a wide range of audiences, across borders and boundaries, using a variety of tools and platforms to reach objectives set. For opportunities with Thami, contact her on thami@thaminkadimeng.com.
MEETINGS l JULY/AUGUST 2020 •
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