First, fix the walls

We just renovated our daughter’s room.
Fresh paint. New shelves. A better place to dream. A better place to play.
But we left a few holes in the wall. A half-finished corner. We planned to fix it later.

She noticed.
And she said:
“I don’t want to invite anyone until it’s finished.”

That’s how it should be with tourism.

A good place to live is a better place to visit.
If it’s no longer pleasant to live there for locals,
why are we still calling it a destination?

Too often, we chase visitor numbers
and forget to check in with the people who never left.

Tourism isn’t a fix.
It’s a mirror.

It reflects what’s already there.

So before we roll out the welcome mat,
let’s make sure the house is in order.

Håvard Utheim

Håvard Utheim is a strategic advisor, concept developer, with a focus on innovation, sustainability, and transparent communication in the travel industry and beyond. He is passionate about challenging the status quo and driving positive change

https://thetransparencycompany.no
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The End of Destination Marketing

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Cruise Ship Scrubbers are the perfect metaphor for our times.