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As the world is evolving at a faster pace than ever before, so are the needs, motivations, and concerns that drive the evolution of modern societies, and hence the kind of relationship that customers wish to develop with brands, as well as what they expect from them, which ultimately challenges business models to reinvent themselves towards the so called Marketing 3.0 approach.

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As explained by Philip Kotler in his book “Marketing 3.0”, this new approach considers customers as values-driven people and potential collaborators. They are increasingly concerned about issues such as poverty alleviation, sociocultural change and environmental sustainability, and expect brands to address its related challenges. Companies are increasingly expected to embed these issues deeply within their mission, leading to a new perspective that ultimately transforms the lives of the stakeholders.

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Such a mission needs to be spread to all potential stakeholders with compelling stories that engage them to become part of the solution. Such stories raise the concept of marketing to the field of values, intending to leap forward from functional and emotional marketing to human spirit marketing.

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Marketing 3.0 also embraces the new social wave, where customers are more aware and active, empowering them not only to participate by giving their opinions about products and marketing campaigns but also to co-create them, thus becoming key active players within the marketing strategies. This new approach demands marketers to understand human anxieties and desires, which nowadays are increasingly rooted in creativity, culture, and sustainability.

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The tourism industry has embraced many of these trends and concerns with the raise of concepts such as ecotourism and responsible tourism. However, these businesses usually remain at small scale and niche focused, at a disadvantage to most conventional ones, mostly in terms of marketing power. Tourism 3.0 intends to make these niche concepts leap forward expanding sustainable development practices to a greater scale by leveraging the storytelling power of their visitors and other stakeholders motivated by their human spirit and the will to share the life-changing experiences lived in the destination.

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The next destination generation intends to address these drawbacks by fostering collaboration among all destination stakeholders (employees, customers, shareholders, suppliers, government, partners, travel agents, local community, etc.) to create authentic and life-transforming experiences that appeal not only to the tourists’ functional and emotional needs, but also to their human spirit.

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Furthermore, this collaboration and community involvement is leveraged to create stories about the experiences taking place in the destination, which ultimately become the main marketing content drawing attention and engaging tourists and other potential stakeholders.

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Therefore, the Vision of Tourism 3.0 consists of a tourism development based upon collaborative business models operating as open innovation ecosystems, where all stakeholders are empowered to participate in the generation of experiences and stories that address their concerns and focus on their functional, emotional, and spiritual fulfillment.

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In brief, the key value proposition of developing the Tourism 3.0 concept is to integrate the social and environmental mission into the business models, creating positive impacts in these areas, while optimising the marketing system through the association of the brand with these values and the alliance with partners working in these areas, which help us to reach new target audiences and contribute to reducing operating costs.

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The White Paper The Vision of Tourism 3.0 explains in further detail all the key concepts and approaches to better envision Tourism 3.0.