Transforming Places, for People.

Partnering to reshape tourism for nations, neighbourhoods, countries and communities. Destination Organisations are vital stewards, and they're at an existential cross-roads, where they need to do everything they can to deliberately become more relevant, essential and engaged.  Their role and function is fast shifting, adjusting to address new challenges and leverage new opportunities.  Reconciling economic and social priorities...a return to optimised profit can enable a greater impact for communities and travellers, enabling sustainable tourism in a thoughtful way.  Practical innovation can meet idealistic theory through transformation.

As a Director, speaker, adviser, mentor and facilitator of important conversations, Jan remains obsessed with change, understanding the impact of sustainable practices and digital technology on the tourism sector, businesses and society, especially in times of accelerated tourism recovery.

"Tourism is much more than a leisure activity, it holds immense potential to set new paradigms of thinking, to encourage social and cultural changes and to inspire more sustainable behavior. With over one billion international tourists crossing borders every year, there are one billion opportunities for accelerating the shift towards a more sustainable future. Though small actions may seem inconsequential, just imagine the widespread impact of one responsible action multiplied one billion times. One billion travellers can indeed become one billion global stewards – one united, global force protecting the future of our planet and all people."  ~  Taleb Rifai Secretary-General, UNWTO

If positive purpose-led change management isn't front and center in your Destination now, it will be in a couple of years. Destination Organisations are uniquely positioned, in how they tell the story of 'place', bringing communities together, bridging government and private businesses, focusing research capability, and advocating for a better future. We need vital and supportive visitor economies. We need to work together, better, to make a significant impact.  We’re all aware of the challenges within Travel & Tourism  - this is a time when community values matter more than ever; tech distribution has to be leveraged ; data needs to actionable and applied; investment needs to be defended; digital-first is the norm, genuine sustainability is not optional; branding can't be homogeneous; aviation strategies need new thinking; and share-of-wallet competition is more fierce than ever.

"I've been privileged to work globally, at the forefront of the visitor economy, working closely with many incredible, progressive DMOs who share a sincere commitment to sustainable, purpose-led leadership, having acquired an understanding that transcends tourism into the future we need to design, together". ~ Jan Hutton