Local vs. non-local in slow tourism (part 1)
Who is the best person to market a place-based, authentic, tourism experience – a visitor or a local?
I believe it is both. However, I regularly grapple with this idea because so often I feel alone in the belief that tourism bodies SHOULD BE hiring non-locals. Here’s why:
In 2017 I took a working sabbatical from my role at Pan Macmillan to become a Business Development Manager at a kayaking and wild camping adventure company in Sweden. The job existed on a remote island with a company called Do The North (DTN).
Thomas, the founder of DTN, lived in Västerås (northwest of Stockholm) and spent every kayaking season (May through October) in Sankt Anna (southwest of Stockholm). In so many ways, he is Swedish culture – yet – even though he could spot the differences and indescribably feel what makes Sankt Anna so special, he couldn’t put it into words. He couldn’t feverishly market, document, write, or share about it – because he couldn’t be in that place of discovery. So he hired me.
I attribute our success . . . to working together. I had the fresh eyes, the curiosity, the alienness, the naivety, the openness, the vulnerability, and the fool-like mentality one needs to properly DISCOVER a place. Everything was different and inspiring. Whilst I found Swedish pancakes (pannkakor) a marvel, Thomas found them boring. They were what he prepared daily or ordered regularly for his young daughters. To him, they were ordinary, to me they were extraordinary.
I was even new to kayaking! And while some may have thought him crazy for hiring a Canadian turned Londoner (who designed book covers for a living) to come spend a season kayaking the Swedish archipelago – I thought he was brilliant. My sheer existence in this unique context made the trip accessible to potential visitors. If I could do it, anyone could.
By the end of my season not only did we have years' worth of marketing material but we conceived two new trips based on visitor feedback and the creation of a CRM system:
★ A trip for solo adventurers, based on the insight that many of our guests had waited years to do our trip. They didn’t have a friend to do it with and for insurance and safety reasons we cannot send guests out alone.
★ A foraged culinary experience with a Swedish chef because our guests desired to be EVEN MORE IN RELATIONSHIP with the land they came to discover.
To close, I will forever take the position that the sweet spot in tourism marketing lies in a team effort. You need the knowledge, experience, and relationship of a local and the curiosity, openness, and unfamiliarity of a non-local.
The sweet spot lies in the mandorla. The overlap and shared space.
Article FAQs
1. How does the collaboration between a local and a non-local contribute to the authenticity and richness of a tourism experience, particularly in terms of marketing and promoting a destination?
The collaboration between a local and a non-local enriches the tourism experience by combining insider knowledge and cultural immersion with fresh perspectives and curiosity. Locals offer deep insights into the destination's history, culture, and hidden gems, while non-locals bring a sense of discovery, openness, and relatability to potential visitors. Together, they create a holistic narrative that authentically showcases the destination's unique charm, fostering a deeper connection and engagement with travelers and enhancing the effectiveness of marketing efforts in promoting the destination.
2. If The Hermit (or The Empress) is one archetype how does it compare to the tarot archetype of The Fool?
The Fool, often depicted as a carefree wanderer embarking on a journey of self-discovery, shares similarities with The Hermit in terms of seeking inner wisdom and guidance through introspection and solitude. Additionally, The Fool's innocence, spontaneity, and openness to new experiences resonate with The Empress archetype, symbolizing creativity, abundance, and nurturing energies. Thus, while The Hermit and The Empress represent different facets of the human psyche, they intersect with The Fool in their emphasis on exploration, growth, and the unfolding journey of life.
3. What challenges or considerations arise when integrating local knowledge and perspectives with the fresh insights and perspectives brought by non-local team members in the context of tourism marketing and destination promotion?
Firstly, ensuring that the collaboration respects and accurately represents the local culture, traditions, and values is crucial to avoid misinterpretation or appropriation. Additionally, navigating power dynamics and addressing potential conflicts of interest between local stakeholders and non-local contributors requires sensitivity and diplomacy. Balancing the desire for innovation and creativity with the preservation of authenticity and cultural integrity is another challenge, as it may involve finding a harmonious middle ground that resonates with both local communities and global audiences. Lastly, effective communication, mutual respect, and a collaborative mindset are essential for fostering trust and building meaningful partnerships that contribute to sustainable tourism development and destination promotion.