My home office, where I spent most of May, looks out on a wild meadow. When my attention drifts from the screen, it really feels like the whole place is rising - grass is high, bees are everywhere, there are so many different birdsongs. It feels much more abundant than last year for some reason
We’re nearing the Summer Solstice, the longest day of the year. The Irish word for solstice is Grianstad, which literally translates as the sun stands still. I’ve always been taken with that image. It seems like nature is hovering for just a short while. It's on a threshold.
A question seems to be hovering for me this month:
What if tourism itself is at a threshold?
You'll find some thoughts in this month's article and a few reflective questions to reflect the time of year.
Beir bua,
Is Place the Anchor for Re-Imagining Tourism's Purpose?
With World Travel Market London placing purpose at the heart of its 2025 theme, it’s clear the conversation around tourism is evolving.
The question of purpose appears to no longer be tucked away in the side rooms of sustainability forums. It has stepped into the spotlight, now voiced from the main stage by some of the industry’s most commercially driven platforms.
What does it mean for public sector leaders when the conversation shifts from how we grow to why we exist in the first place?
That’s the question that prompted this month’s article. It explores what it means to reimagine tourism through the lens of purpose, place, and long-term value.
6 Threshold Questions
In the world of public sector tourism, this time of year can offer a threshold moment. A chance to step back, even briefly and ask: Where are we now? What are we bringing into the next half of the year?
Here's a handy tool that offers six structured questions to support strategic reflection through a stewardship lens.
Use it as a personal checkpoint, in a team planning session, to prepare a strategy review or to re-ground place priorities.
Re-Imagining Travel's Purpose in a Changing World
That's the brave and bold theme that World Travel Market 2025 has set for itself - not just for the Sustainability Track but across all tracks - from marketing and geo-economics to DEAI and technology.
It's been interesting to hear so far what this brings up for people. What does it bring up for you?
We're gathering ideas and would love to hear from as many people as possible.
- What would you most like to hear about?
- Who would you most like to hear from?
- How can we bring 're-imagining' to the conference stage?
Monthly Minis
Social Value of Tourism
Visit England just published a report on the Social Value of Tourism, that 'explores the wide-ranging social, cultural, and community value of tourism, particularly through the lens of local communities, whose lives it directly impacts.' Good to see some data on this area.
Destinations Guide to new EU Regulations
A White Paper published by The European Travel Commission and the GDS-Movement, this is a very readable guide to 3 EU Directives that will directly affect tourism. It's written for National Tourism Organisations and Destination Management organisations - handy and practical.
Free Webinar on the EU Directives for Destinations
To accompany the White Paper, you can also hop on a free webinar next week. The webinar promises to give practical steps to ensure compliance and reduce risk, and guide the local tourism ecosystem through regulatory changes.
Congratulations Sustainable Tourism Graduates
Two inspiring cohorts of learners completed Tourism Northern Ireland's Tourism Business Sustainability programme in May. We are delighted to develop and deliver this on behalf of Tourism NI and in partnership with Ulster University. It was a privilege for us to listen as they formallly presented their reflections on their collective journey at the final assessment session. We were also very impressed with the quality of their sustainability action plans. As many reflected, it turned about to be about much more than just solar panels and recycling!
Read more about this accredited programme
Learners from Ards & North Down District Council area with representatives from Tourism Northern Ireland, Ulster University and The Tourism Space
Thought for June
The Celtic poet and philosopher John O'Donohue wrote about thresholds: "a threshold is a sacred space where the old falls away and the new can begin. It is a place of potential, of becoming of transformation"
Now there's a thought to take into the Threshold Month of June - no pressure!
We love to hear from you. Contact us anytime you want to create a talking or learning space in the areas of sustainability, regeneration or collaboration. Think speaking, training, facilitation and leadership coaching!
Responses