Brexit and climate change loomed large but, despite the challenges, the STA’s conference was also full of opportunity and optimism for the future
Brexit and climate change loomed large but, despite the challenges, the STA’s conference was also full of opportunity and optimism for the future
With Brexit and climate change to be key topics discussed at the STA conference you might have expected it to have a downbeat vibe but, to the contrary, the atmosphere was optimistic and uplifting.
Even the economist, Philip Bartlett of the RBS Group, who kicked off the agenda instilled hope, despite confirming that a global downturn is pretty inevitable. While he predicted that a “major global slowdown” is on the cards, he managed to reassure the audience too. He implored us all to “ignore everything you hear about the next recession, put it out your mind”, reminding us how wrong economists often get it but also how much the media loves a gloom and doom prediction about the economy.
He also offered up some inspiration on Brexit, urging the audience not to keep plans on hold in the hope there would be some “resolution” soon: there won’t, in his opinion, so the best thing to do is get on with business as usual and invest in those promising projects.
As for how consumer spend is holding up, he was surprisingly positive explaining that while business has been impacted by the uncertainty on Brexit, consumers are much less affected. “Consumer sectors are much more resilient,” he said. He singled out the 60+ consumer group in particular as a lucrative group to target with much disposable income that they’re keen to spend on experiences.
Bartlett encouraged us to, instead, give our fuller attention to the climate emergency, describing Brexit as a “drop in the ocean” compared to the response business is going to need to give to climate change to hit government targets. Politicians will usher in big changes quickly, he predicted.
Indeed another inspiring speaker, senior director at Glasgow Chamber of Commerce Alison McCrae, talked of how Glasgow is rapidly reinventing itself to be known as a city with a “circular economy”. Sometimes it can be a challenge to engage business in action around climate change because it seems like such an overwhelming and expensive endeavor to change business models – McCrae cleverly subverted this challenge by firstly personalising the challenge by getting us all to picture a young person we love and hold this person in our mind’s eye whilst listening. This made what she had to say resonate all the more deeply.
She then hit home that reinvention and innovation needn’t be a hassle but can be a huge opportunity; one worth, she said, a $4.5trillion opportunity for business. “It’s good for business, society and the planet,” she said, going on to cite exciting, cutting edge examples from around the globe. For instance, the Instock high end vegan restaurant in the Netherlands, New York’s first 100% carbon neutral restaurant and the QO Hotel in Amsterdam, biofuelled and electric powered planes and 3D printing. She called on all the businesses present to, rightly, see the news that Glasgow is to host COP26 as a huge opportunity and a chance to show the world – via serving its 200 world leaders and 30,000 delegates who will be in attendance – that Scotland is leading on the sustainable tourism front.
This fitted perfectly with the unveiling of the STA’s ambitious new strategy: for Scotland to be the world leader in 21st century tourism. Marc Crothall, chief executive of the STA, also explained that this strategy, which he described as “bold, optimistic and realistic”, has four main pillars, which each have their own key aim and outcomes: our passionate people, our thriving places, our memorable experiences and our diverse businesses. Crothall heralded the start of a “brave new journey” for Scotland facing the climate crisis and taking the lead.
But while the climate challenge undeniably looms large and is serious, and sometimes daunting, another theme that came across was the need to continue having fun working in tourism in Scotland, and convey this culture to the rest of industry and, particularly, potential recruits.
As always, recruitment and retention of staff was highlighted as an ongoing issue that many tourism businesses struggle with. Panellist Amy Browne, relationship and events manager at Fazenda Rodizio Bar & Grill, urged the audience to show people that “what we do is fun and interesting”. She also talked about the importance, to millennials, of senior management having strong values that they are committed to, like transparency, trustworthiness, openness and honesty. “Are you willing to actually let your employees make mistakes and grow from them?” she challenged, too.
One person enthused by the industry and fully aware of how rewarding and enjoyable it can be is speaker, 14 year old Jessica Mitchell, who won the Springboard Future Chef 2019 competition. She explained how her positive experiences of hospitality had challenged the misperceptions of those around her, such as her fellow school pupils and teachers.
Employability consultant Richard Scothorne, managing director of Rocket Science, echoed the need for the industry to “get the message out about the appeal of your sector”, especially to potential talent including retirees and young parents returning to work.
“Marketing needs to get more personal” said Scothorne in relation to recruitment, however this is true in all parts of a business today, not just HR. Business is now personal – it has to be because, while we may be professionals who make our living out of tourism, we are also consumers in a world facing a huge climate challenge. For this reason, it’s important to keep that young person constantly looming large in our minds when making business decisions, as McRae suggested.
We have to get personal as we strive for the STA’s ambition of being the world leader in 21st century tourism, which Crothall, for one, has every faith we can. And sometimes faith and hope are the main things you need to get through adversity. I, certainly, left feeling inspired to, not only think about sustainable tourism in my job doing digital marketing for VisitCairngorms, but also as an individual living and consuming on this beautiful planet, and in this awesome country, that I am lucky enough to call home.
Article by Suzy Bashford, Little Miss Copywrite on LinkedIn
