Over Tourism, Wellness and New Destinations for MICE
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Over tourism is a pressing global concern, characterised by the phenomenon of popular tourist destinations becoming inundated with visitors, resulting in a range of adverse effects encompassing social, environmental, and economic dimensions. The challenge lies in finding a delicate balance, especially for towns and cities heavily reliant on tourism as a cornerstone of their economy. Paradoxically, a surplus of tourists does not always translate into substantial economic gains. Venice's recent decision to initiate a trial fee for all adults over the age of 14 exemplifies an innovative approach to this predicament, and its outcomes will be watched with keen interest.
While it remains uncertain whether this fee will effectively curtail the influx of tourists, what it undoubtedly achieves is the establishment of a dedicated fund earmarked for the maintenance and preservation of a city as culturally and historically rich as Venice. This concept holds significant promise in terms of sustainable management and resource allocation, ensuring that the very heritage attracting tourists can be preserved for future generations.
I had the privilege of being invited by the Confederazione Nazionale dell’Artigianto to embark on a visit to Sicily, where they are actively engaged in promoting lesser-known, hidden gems within Sicily and Italy as a whole. This experience afforded me the opportunity to immerse myself in a captivating journey through Sicily's diverse tapestry of destinations. We explored the well-renowned cities, such as Siracusa, each resonating with their unique history, culture, and cuisine. However, the true charm of the experience lay in our exploration of the less-frequented treasures, like Palazzolo Acreide.
By artfully blending these contrasting experiences, the organisers masterfully provided us with a total immersion into the very essence of the territory. It was a journey designed not only for tourists but with a sincere consideration for the local communities as well. Through this approach, we were able to witness and participate in the living heritage of these places, fostering a deeper and more sustainable connection between visitors and the regions they explore.
Focusing on the issue of overtourism, consciously choosing to explore less popular destinations like Abruzzo in Italy offers travellers a unique perspective and the opportunity to experience a country like Italy in an entirely different light. It is a chance to delve into Italy's unspoiled wildness, uncover its authentic traditions, and forge genuine connections with its people. These less-travelled regions often provide an untouched, unfiltered glimpse into the heart and soul of a country, allowing for a deeper and more meaningful travel experience.
Leisure travel to these less developed areas can often be more accessible and flexible. In contrast to the crowded tourist hotspots, travellers in these regions have the liberty to explore at their own pace, free from the constraints of large tourist crowds. The authentic, unvarnished experiences they encounter can be truly enriching.
When it comes to MICE (Meetings, Incentives, Conferences, and Exhibitions) events, these less developed areas present great opportunities for relaxation and a heightened focus on personal wellbeing. The tranquillity, natural beauty, and unique cultural experiences in such destinations can provide a refreshing change of pace for attendees. It is a chance to step away from the usual hustle and bustle of urban conference centres and immerse themselves in serene surroundings that encourage reflection and rejuvenation. In these areas there is great opportunity for MICE attendees to experience the wildlife, nature and outdoors to make any incentive more than memorable. In less popular destinations like Abruzzo, Italy, the great outdoors become an integral part of the experience, offering an exceptional opportunity for MICE attendees to immerse themselves in the natural world. These areas are a treasure trove of unspoiled wildlife, breath-taking natural landscapes, and thrilling outdoor adventures, making any incentive trip more than memorable.
Wildlife Encounters: Abruzzo, for instance, is known for its diverse and pristine ecosystems. Attendees can engage in wildlife safaris, birdwatching expeditions, and guided tours to witness rare and indigenous species in their natural habitats. These experiences create a profound connection with the environment and can be both educational and awe-inspiring.
Nature Exploration: The outdoors in these areas invite attendees to explore the region's natural wonders, from lush forests to rugged mountains. Guided hikes, nature walks, and even more challenging activities like rock climbing or canyoning can be integrated into the event's schedule. Such experiences offer not only physical challenges but also the chance to appreciate the beauty and serenity of the natural world.
Wellness and Wellbeing: Nature has a unique way of promoting relaxation and overall wellbeing. Outdoor yoga sessions, meditation retreats in tranquil natural settings, or simply unwinding by a serene lakeside provide participants with opportunities to de-stress and rejuvenate. This focus on personal wellbeing can enhance the overall impact of the event.
Adventure and Team Building: For MICE attendees, the great outdoors present a fantastic backdrop for adventure activities and team-building exercises. Rafting down untamed rivers, mountain biking on scenic trails, or conquering high ropes courses in the midst of nature not only foster teamwork and communication but also create lasting memories and bonds among colleagues.
Cultural Immersion: In many less developed areas, the outdoors and nature are intertwined with the local culture and traditions. Attendees can partake in hands-on experiences such as foraging for regional ingredients or learning traditional crafts from local artisans. This cultural immersion adds depth to the outdoor experience and enhances the understanding of the local way of life.
Sustainability and Conservation: Choosing less developed areas for MICE events often aligns with sustainability goals. Attendees can be involved in conservation projects, such as tree planting or habitat restoration, making the event a force for good and promoting responsible tourism practices.
Unique Experiences: Ultimately, the outdoors in these regions offer unique experiences that cannot be replicated in urban settings. From stargazing under pristine night skies to picnicking in scenic meadows, the natural environment becomes a canvas for creating memorable moments that resonate with attendees long after the event has concluded.
Incorporating the great outdoors into MICE events in less popular destinations not only
elevates the experience but also aligns with the growing trend of responsible and experiential tourism. It encourages attendees to connect with nature, each other, and the local culture, making the incentive more than memorable—it becomes transformational.
It is worth noting that while these less developed areas may lack the opulent, luxury structures often associated with major conference destinations, the accommodations they offer are typically very comfortable and cater to the essential needs of travellers. For companies considering such locations for MICE events, the choice often comes down to whether they prioritise a luxurious setting or an authentic, immersive experience.
In making this decision, companies should consider the goals of their event. If fostering a sense of camaraderie, cultural enrichment, and a connection to the local environment is important, then opting for experience over luxury can be a rewarding choice. These less developed areas provide a unique backdrop for team-building activities, workshops, and networking opportunities in an environment that encourages interaction, innovation, and personal growth.
In summary, visiting less popular destinations like Abruzzo in Italy opens the door to a genuine, unfiltered experience, allowing travellers to connect with the essence of the country. For MICE events, the decision to prioritise experience over luxury in these regions can lead to refreshing and meaningful gatherings that foster personal and professional growth.
Addressing over tourism is a complex challenge that requires a multi-faceted approach involving various stakeholders, including governments, local communities, tourists, and the tourism industry itself. The goal is to create a more sustainable and balanced travel experience for everyone involved.
OpenVentures Consulting is a international new entry marketing, strategy, business development and MICE company. Specilaising in small experiential incentives in Europe.