On November 17th-19th, the 2020 International Mountain Tourism Alliance Annual Conference opened in Guiyang. The Conference is concentrated on the theme of "The Path of Mountain Tourism Development in the Post-COVID World". During the annual conference, the participants focused on this major topic, and discuss depth in how to promote the revitalization and quality of mountain tourism after the pandemic, and provide thoughts guidance and practice support for global mountain tourism management and promotion of global tourism industry.
This Annual Conference is hosted by the International Mountain Tourism Alliance. UNWTO, WTTC, PATA, GTEF, WTA, WTCF, ASEAN-China Centre, WCCO and other well-know international organizations and associations provided powerful support.
The Speech on the 2020"Dialogue among Famous Mountains in the World"
Michael Leatherbee，President of the Strategic Program of "Santiago, a Capital of World Mountain Tourism" in Chile
Hello there. I am Michael Leatherbee, President of the Strategic Program called “Santiago, a Capital of Mountain Tourism”. This is a public-private initiative based in Chile’s capital city of Santiago.
As you probably know, Chile is a thin country relative to its length. Our country is essentially one long mountain range. It is said that we are such a thin country that we all need to sleep from north to south, because if we sleep from east to west, our feet get wet in the ocean and our heads get cold in the mountains. During the last four consecutive years, Chile has been awarded the Best Adventure Destination by the World Travel Awards. The mountains have been an important part of our culture from pre-Columbian times. As Pablo Neruda, one of our most renowned poets writes, “if you do not climb the mountain, you will never enjoy the scenery.” And, what amazing sceneries you can see from our mountains.
When you land in Chile’s capital city, you are a one hour drive from the heart of the Andean range. You can find some of the finest skiing in the southern hemisphere, and some of the most breathtaking hikes and excursions. But outdoor adventure is not the only appealing attribute of our mountains. And the Incas knew this well. There is a mysticism about being in the heart of the Andes that is hard to describe. It is a place where you can find yourself and make a deeper connection with life. This is why we are working hard to make the mountains more inclusive, where there is a place for everyone to enjoy and find well-being.
Dialogue
The Host of 2020 “Dialogue among Famous Mountains in the World”
Emma Chen，Global Vice President of the Internationale Organisation Für Volkskunst (IOV)
President Emma Chen(Host): In terms of policy, what efforts has Chile made in recent years to attract mountain enthusiasts around the world?
Michael Leatherbee: Last year there was an important point of inflection. As far as I know, for the first time in the country history, four sectors of society have come together to work on the development of this destination: these sectors are the public, private, academic and civil society. Together, we are building the social capital and also a collective vision that will drive effective decision-making in the near future. As a result, by the end of this year we will have a strategic road map that will guide our development towards becoming a unmissable destination on everyone’s bucket list.
President Emma Chen(Host): What do you think is the change of consumption demand of mountain tourism after the pandemic? What measures will Chile take or have taken to cope with the change in consumer demand?
Michael Leatherbee: There are a couple forecast that I think we all need to keep in mind. The first is a reduction in international travel, which will naturally increase domestic demand. The second is the recession, which will decrease purchasing power. The third is the need to deal with anxiety (either from confinement or poverty), which may push people towards being in the outdoors, but without much income to pay for services in those locations. So, we live in a scenario of uncertainty. Will people spend less in long-distance travel and use their money to pay for domestic services? That will be a good thing, or will people be reluctant to pay for services despite visiting the outdoors, at the detriment of the infrastructure that requires upkeep? That will be a bad thing.
We must learn to change our business logic from a causal to an effectual one. Planning, which is a causal logic, works well when you can predict the future. When you can’t predict the future, it is better to work with effectuation. Touristic destinations and tourism providers need to think creatively, and ask themselves, what resources do I have at hand to make the best of the situation we currently face? It is not an easy paradigm shift, but one that is needed if you wish to increase your chances of success in the face of uncertainty. Also, politicians need to realize the importance and fragility of outdoor tourism. It is an industry that emphasizes the importance of environmental sustainability. That’s a good thing. It is an industry that provides well-being to visitors and service providers. That’s also a good thing. It is an industry that must not break down, because if it does, it will take a long time to rebuild. And that’s why we all need to work together to continue to protect this industry.
