“Fear is the path to the dark side. Fear leads to anger. Anger leads to hate. Hate leads to suffering.” Master Yoda
Our Theory of change is the way in which we identify our problems and turn them into Results that become our measure of success.
1- Massive Tourism with uneven opportunities VS more equally distributed benefits brought by tourism.
2- Fearful tourists VS Confident travelers enjoying the national territory.
3- Greedy people taking advantage of tourists VS Empowered local communities becoming prosperous thanks to tourism opportunities.
4- Tourists looking down with pity and feeling sorry for locals VS Travelers inspired by locals’ lives, transformation, and resilience.
5- Prejudice based on stereotypes VS Experience-based understanding.
Our Theory of Change is:
Impulse remove fear barriers by influencing travelers and locals to embrace otherness though cultural exchange and supporting local peace leaders to keep destinations safe.
We believe tourism is the most powerful tool for contextual and personal transformation.
The outcome that is closest to our core business is the market integration of our relevant stakeholders. We have the capacity to build a narrative around them, their knowledge and life story, make it attractive to the market and generate demand through distribution.
Peace Leaders and Culture Guardians included in the tourism value chain is a precondition for two outcomes:
1. More prosperous and safe destinations: Income generated by tourism is key to allow Peace Leaders and their community to keep their destinations safe. Tourism doesn’t have the capacity to bring peace to territories and communities. That’s a huge effort carried out by third parties like government institutions, international cooperation and NGOs. Tourism is amazing to sustain peace by benefiting Peace Leaders and their communities in four ways we will see in the next section.
2. Otherness is embraced: When travelers have contact with Peace Leaders and Culture guardians, the experiences will be more immersive and meaningful in both ways. Cultural exchange is key to foster empathy, negative stereotypes are shattered and travelers find value in others’ culture and inspiration in their life stories. All this allows otherness to be embraced.
With safe destinations and no negative prejudgement, the fear barriers of travelers are eliminated. This itself is a precondition for the demand of generation of alternative products and destinations which support effective inclusion of more stakeholders. That way, a positive feedback loop is created.
Impact Strategy: When we connect our business model to our Theory of Change, and we look at the business from a much broader perspective, we get to our impact strategy.