DestiCorp Vision

We think it's time for the travel and tourism industry to consider some radically new approaches that include:

• truly putting our customers first and meeting all their needs (i.e. their physical, mental, emotional and spiritual well-being);
• shifting off an industrial, customer centric model that views destination resources as inputs and average profit per customer as the only prized output;
• viewing the sector as a tourism ecosystem comprising multiple communities of interest and acting in support of the ecosystem as a whole;
• dealing with the fact that the people in our business who most directly affect our guests' well-being are the most poorly paid and insecure;
• recognising that, as the world's largest industry, travel and tourism has responsibility to be a change agent.

Most tourism professionals are working with the four Ps of Marketing — Product, Place, Promotion and Price in order to achieve the Prize of Profit. We suggest that Profit will become the natural by-product of applying the Four Prosperity Principles of Respect, Relationship, Responsibility and Renewal.

The Travel and Tourism sector, while large, is especially vulnerable to external forces (the health of the global economy, international terrorism, fluctuations in currencies, labour shortages, environmental capacities). The forces of change are so deep and radical that business cannot be conducted “as usual” and projecting past performance into the future will simply not work.

Successful tourism enterprises of the future will be value and principle lead.

In light of radical change, the need to apply cause-related principle and engage the entire community, nothing less than a radical re-appraisal of strategy, tactics, values, virtues, culture, structure and processes is called for.