Who wants to be treated like a tourist? We are now faced with creating and recreating destination communities to meet a new set of values that have rapidly shifted from the pre-recession model. Perhaps it was the financial reality check that accelerated the already growing shift in values into the mainstream. Many have shifted from seeking a tourist experience to wanting to feel belonging and experience self-discovery when we travel, invest in a second home or look for a quality place for retirement.
In 2009, Kurt Anderson began the conversation about a great reset in American values. He and others speak of a “new frugality” that has resulted from values being shifted away from a consumption-based mentality. Conspicuous consumption has lost favor as a value proposition and is being replaced with a value for simple honest and authentic experience.
This includes a shift away from credit-based lifestyle, which will slow our traditional metrics for economic growth. Those metrics do not clearly recognize the vitality that can come from formally marginalized places being rediscovered and appreciated. It doesn’t directly show the benefit of the local shops, restaurants, cafes and services being supported by a shift from corporate destination tourism to destination community based tourism patterns.
When we speak of a value shift, it begs the question “from what.” Dr. Brene Brown (brenebrown.com,) speaks of moving away from a culture where being preoccupied, over scheduled and over connected has become a status symbol and into living wholeheartedly. Technology, industrialization and automation of tasks that formally were part of basic home economics has both created a lifestyle free of what many consider preindustrial “drudgery” but it has also a disconnected us from the basic human processes of thousands of years.
In the past many experiences were designed to allow us escape into artificial environments. Destinations today should seek to bring us into a different rhythm, show as another lifestyle point of view or seek to connect us to nature and the basic systems of being human. The common denominator in this value shift to more authentic experiences is a desire for greater understanding, physical and spiritual growth and renewal. For some this may be a place for adventure, meditation, or learning. In looking at how to grow tourism or relocation in your community, don’t worry about trying to satisfy this vast array of potential interests, remember you are not trying to attract everyone, you want those visitors and new residents that appreciate the authentic subcultures of your community. Be who you are. Be inclusive. Share your passion.