Social Entrepreneurship in Tourism – the Conscious Travel Approach @ConsciousHost
Anna Pollock

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Anna Pollock has more than 35 years’ experience as a consultant, strategist, speaker, and change agent. Described as an irrepressibly curious “renaissance woman”, her strength derives from an ability to dig beneath surface trends to find and make sense of the real drivers of change combined with a creative capacity to develop innovative responses.

She enjoys dual Canadian and British citizenship having worked in each country for over 15 years and is now a much sought after speaker internationally, focusing on the deep changes affecting tourism and community development. While resident in Canada she undertook seminal work in human resource development, sustainable tourism, health tourism and adventure travel and received The Visionary of the Year Award from the tourism industry in western Canada in recognition of her contribution to thought leadership.

In the late 1990s, she conceived and developed the first destination IT strategy based on the Internet and later acted as CEO of a UK-based software company that developed a Destination Management System and became recognised by the UK government as “best of breed”. Three years ago, in anticipation of the need by the tourism industry to reduce its carbon footprint, Anna created The Icarus Foundation a not-for-profit agency formed to assist the Canadian tourism industry constructively address climate change and she has quickly become recognised as an innovative and creative thought leader, assisting destinations and companies face up to the challenges of growth and resource dependency.

Saddened by the hesitancy with which mainstream tourism approached the need to reduce its environmental impact and heartened by research that shows customers might be changing faster than suppliers, Anna is developing the concept of Conscious.Travel as a movement that integrates and enhances integrates the creative thinking emerging from a diverse range of interests within tourism including ecotourism, responsible tourism, adventure travel, tourism philanthropy, slow tourism, tourism 2.0, green travel, ethical tourism, community-based tourism and indigenous tourism. Conscious.Travel is a movement and an e-learning leadership program designed to develop fully conscious change agents within the tourism community.

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High Value Tourism: Low Volume Footprints


We’re living at an historic point in time when the worldviews of Indigenous Peoples are still closely connected to place and spirit might converge with the perspectives and values held by an influential segment of “western” cultures.

Traditional “push” marketing doesn’t work anymore. Power has shifted from the supplier to the customer whose trust levels are at an all time low. The days of clever marketing spin are almost over. Your customers now rely on each other for information and, thanks to the proliferation of new channels and constantly changing technologies, your investment in marketing must go up at the very time your returns are diminishing.



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If people change their perception of how the world works, then everything else changes @PembridgeAnna @ConsciousHost