Building tomorrow through meaningful journeys
From vision to transformation through sustainable stories
Written by: Dušan Waldhütter
What if tourism were not just a retreat but a tool for shaping a better world? What if every journey allowed us to explore new destinations and discover more sustainable ways of living, building tomorrow through meaningful journeys, where travel becomes a catalyst for change and sustainability inspires growth? Stefaan Vandist, a Belgian sustainability expert, visionary, and creative consultant, recently shed light on this concept while appearing on the Slovenian podcast “Tur!zem.” In his discussion with Marjana Grčman, president of the Tourism Journalists’ Association, Vandist remarked, “People don’t know what they want until they see it.” His insight positions tourism as a transformative experience capable of shaping awareness and envisioning the future. Let’s delve into how travel can transcend pleasure and become a bridge between our present and a sustainable future.
1. STORYTELLING AS THE FOUNDATION OF MEANINGFUL TRAVEL
Stefan V.: “Tourism is a storytelling machine.”
Storytelling is the essence of tourism, forging emotional and intellectual connections between visitors and destinations. Vandist emphasizes that travel experiences need compelling narratives to avoid becoming forgettable. By highlighting unique values through stories, destinations can inspire more profound engagement with themes like sustainability, coexistence, and respect for nature.
This storytelling approach aligns with the principles detailed in the book The Business of Storytelling, which I published in 2020. The book argues that a well-told story has the power to shift perceptions. Stories intertwining local culture, nature, and sustainable practices remain not just in memory but act as catalysts for change. Through these narratives, travelers discover that journeys are not merely escapes but opportunities for growth and learning.
2. LOCAL COMMUNITIES AS SUSTAINABILITY ECOSYSTEMS
Stefan V.: “Local communities that protect their resources are the heart of sustainable tourism.”
One compelling example Vandist shares is Nusa Penida, an island near the southeastern Indonesian island of Bali, where local communities actively restore coral reefs. These reefs are critical to biodiversity and the primary draw for island tourists. Residents collaborate with scientists and volunteers, employing regenerative methods to revitalize reefs, securing their livelihood and safeguarding the ecosystem.
Sustainable tourism must benefit visitors and empower residents to shape their communities’ futures. This inclusive approach fosters cooperation between tourists and locals, contributing to the preservation of nature and cultural heritage.
3. EXPERIMENTING TO SHAPE THE FUTURE
Stefan V.: “Experiment with the future here and now.”
Vandist envisions destinations as laboratories for the future. By testing innovative solutions—whether in mobility, regenerative tourism, or reducing carbon footprints—destinations can adapt to change and set examples worth emulating.
Small but innovative projects – such as promoting electric bikes, organizing ecological workshops for visitors, or implementing sustainable accommodations – can drive more extensive systemic changes. These initiatives showcase how a harmonious future, where travel aligns with nature, can be realized.
4. PRIORITIZING BALANCE BEFORE GROWTH
Stefan V.: “Nature teaches us that everything leads to balance.”
Pursuing just growth could result in environmental degradation and over-tourism, an issue evident in many tourism-dependent countries. Vandist advocates for a paradigm shift: tourism should aim for balance, not growth. Destinations focusing on smaller, high-quality visitor groups foster long-term benefits for travelers and local environments.
This approach values the quality of experiences over quantity. Tourism in harmony with nature preserves natural resources while deepening connections between people and the environment. Rather than chasing numbers, the emphasis should be on enriching experiences that benefit visitors and communities.
5. TRANSFORMATION THROUGH SENSORY EXPERIENCES
Stefan V.: “People don’t know what they want until they see it.”
Vandist asserts that visualizing a sustainable future is crucial. Tourism has the power to demonstrate how coexistence, regeneration, and sustainability can manifest. That entails offering experiences where travelers actively participate in and contribute to positive change.
Such immersive practices — like regenerative farming, tree planting, or preserving cultural heritage — encourage tourists to rethink their travels and their role in shaping a sustainable future.
TRAVEL AS A BRIDGE TO A SUSTAINABLE FUTURE
Tourism has the potential to teach us about the world and envision how it could be even better. Vandist highlights how travel can act as a bridge between our current reality and a sustainable future. Tourism can transform consciousness and reshape our interactions with the world by integrating storytelling, engaging with local communities, and experimenting with innovative practices.
At WOOD WE GO, we firmly believe that travel is more than just a retreat — an opportunity to grow, learn, and connect with deeper values. We are convinced that the tourism of the future is not merely about discovering new places but about uncovering new ways of living, where harmony between people and nature becomes the guiding principle of our endeavors.
