Sustainable, Eco… How About Respectful Tourism?
On a recent trip, we visited the Verdon Gorge in southern France. We travelled up the famous canyon road, stopping to take pictures at designated spots. It didn’t take long before witnessing a couple of ridiculous tourist acts. First, at the top of the scenic canyon, we saw someone jump a fence barrier protecting people from falling off the cliff for a photo op. It was hard to watch as he stepped closer to the edge.
A few minutes later, as we walked to our car, we noticed a traffic jam with several vehicles at a complete stop. A family decided to stop their car in the middle of the road, step out, open their van doors on both sides and encourage a wild goat to jump in their vehicle for a picture.
There’s a lot of talk about sustainable and eco-tourism, but how about respectful tourism? In increasing instances, tourists disrespect culture, people, and monuments of historical and spiritual significance.
Selfie culture and FOMO are two of the biggest instigators of disrespectful tourism. The challenge is that the pictures and stories we share are more than just memory-making moments; they are part of our social identity. That could be why, according to a study by ResearchandMarkets, over a half billion dollars was spent on selfie sticks in 2022. Selfie Culture isn’t the only problem. A lack of awareness and education is a big culprit.
Take Joffre Lakes Park as an example. It’s a magnet for nature lovers, many seeking pictures of its glistening turquoise lakes. For all its beauty, it’s also been well-documented as a dumping ground for garbage left behind by visitors. For the Líl̓wat Nation and N’Quatqua, Joffre Lakes isn’t just another beautiful hiking trail; the entire Duffy area is known as the “banquet place” where minerals, berries, and medicines are harvested. I’ll bet that most visitors have no clue about this spiritual connection. Regardless of dialogue and partnership with the government in maintaining good stewardship of the trail, there’s a greater need to educate travellers about the cultural and spiritual importance of the places they visit.
Dialogue alone isn’t enough.
We have to find ways to raise awareness and not only market the attractions but also their cultural and spiritual significance. When we raise awareness, we increase a level of understanding, and ultimately, we raise a level of respect.
As advertisers and marketers, we often focus on the highlights and benefits of travel destinations. What if we shifted our briefs to celebrate cultural and spiritual stories behind the places we visit?
Most travellers aren’t intentionally disrespectful, but encouraging respectful tourism will protect the places, sites and attractions we all love to explore.
The End.
