Doing better: Learning about destination stewardship through the First Nations in Victoria

Reflections on Victoria: A Guest Blog Series  

By: Erika Richter, VP Communications, American Society of Travel Advisors (ASTA) 

This is one blog in a series of reflections from members of the travel and tourism industry that attended the Meaningful Travel Summit in Victoria B.C. Erika Richter is the senior director of communications for the American Society of Travel Advisors (ASTA). She is well-known in the travel industry and has spent years helping travel advisors expand their education and advocating for the recovery of the industry.  

I’m relatively new to Tourism Cares, but the trade association I work for, the American Society of Travel Advisors (ASTA) has been a longtime supporter and sponsor of the good work that Tourism Cares puts forth. The Tourism Cares community believes that we can change the world through travel, and I share this belief. The Meaningful Travel Summits are where we gather around our shared beliefs and create action plans to shape the future of travel for the better. My first Meaningful Travel Summit was last year in Medellin, Colombia, and even though I didn’t know anyone, I felt a certain ease in my conversations with these new colleagues, many of whom I was delighted to see again in Victoria. These are people who just “get it”. And not only that – we’re doing something about “it”. The power of convening with like-minded travel professionals is what this is all about.  

What is “it”?  

When I reflect on my time in Victoria, I think about the people and conversations that elevated my understanding of what community really means. We’re not just passive observers attending another industry conference. We consciously participate in conversations that are, at times, challenging to metabolize. Understandably so. There are big challenges in front of us. I know it and you know it.  

 The travel and tourism industry has a front-row seat to the global climate crisis. Not only that, but our industry sees first-hand the breadth of social inequalities that are prevalent in a vast majority of the communities that we tour around the world, and the profound effects of generational injustices. What makes the Meaningful Travel Summit so valuable is our shared commitment to do better by working with partners on the ground in a focused region, showing that it is possible for travelers and travel buyers to be a part of the solution. Understanding what makes a travel product or itinerary “meaningful” is another important component of these gatherings. The Tourism Cares’ Meaningful Travel Map will help you explore this concept in more detail.  

Doing better: Learning about destination stewardship through the First Nations in Victoria 

One of the most profound elements of this program was the educational programming centered around the National Day for Truth & Reconciliation. Each year in Canada, September 30th is a day that honors survivors of residential schools and remembers the children who never returned. This is an annual federal holiday known as “Orange Shirt Day”. Learning the truth and the painful stories behind the National Day for Truth & Reconciliation was one of the most impactful aspects of this conference. It renewed my commitment to do better.  

Doing better starts with having good partners.  

 In a recent consumer study conducted by our association, we found that 53% of travelers intend to make more responsible choices regarding the impact of their travel planning. For us, the people that connect these travelers to those experiences, experiencing meaningful travel products and meeting qualified destination partners brings this summit full circle - it gives us the tools and the connections to be a part of the solution.  

On day 2, the Experience Day, I opted to join Eagle Wing Tours, a Victoria-based ecotourism company, for a day of whale watching on the Salish sea. Yes, we did see some whales! But that wasn’t the best part. Eagle Wing Tours partners with the Songhees Nation to provide guests an elevated experience by helping them understand the biodiversity of the native lands, and the history of the people who first inhabited those lands. Having the Songhees onboard (they also provided delicious catering) was such a valuable learning experience. Throughout the day, the Nation added interpretive commentary and stories from the traditional lands on which the Songhees and Esquimalt Nations have lived for the past 5,000 years.  

The meaningful experiences you remember.  

Halfway through the tour, we stopped at a small island that was home to one of our guide’s grandmothers many years ago. He spoke about some of his early memories growing up there and how much the land has changed since he left. He told us that not too long ago, the Songhees decided to monitor the environmental impact on this sacred land, and to do so they planted long measuring sticks in various parts of the island to monitor the water levels over time. Years later when they went to retrieve the measuring sticks, they found that most of them were completely submerged. He went on to explain how the rising water levels and severe weather patterns contributed to the list of reasons why he and his family left the land. Does this sound familiar to you?  

Thankfully, the travel and tourism industry has forged a path to bring these communities together for collaborative opportunities. Eagle Wing Tours is a perfect example of what’s possible through these partnerships.   

Will we accept the invitation?  

It’s easy to get overwhelmed when you are just getting started on your journey in sustainable tourism. The Tourism Cares community, and their Meaningful Travel Summits, will guide you through the process of making meaning out of meaningful travel.   

The most profound part of the entire day on the Salish sea was not the whales we saw breaching (although that was incredible), nor was it the dramatic landscapes in the backdrop as we sailed in the sun. It was something our guide from the Songhees Nation said during our stop at his island. He said, “We want to walk the path of healing together with you”. 

Take a deep breath and know that there’s a community of travel professionals who are in this with you. All you have to do is commit to do better. We have been sent an open invitation to walk the path of healing together. The question is: will you accept it? 

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If you’re ready to accept the invitation and join Erika and the other members of the travel and tourism industry check out the Tourism Cares Professional Membership. By joining the Tourism Cares Professional Membership program, as an individual, you personally share in our collective effort to use tourism as a force for good. For a $99 annual donation, you become part of a global community.