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Marketing Peace for Social Transformation and Global Prosperity<\/span><\/strong><\/figcaption><\/figure>\n

Initial Seeding <\/strong><\/p>\n

The original seeding of \u2018Peace through Tourism\u2019 occurred in the mid-1970\u2019s when the firm of L.J. D\u2019Amore and Associates was commissioned by the Government of Canada to conduct the world\u2019s first comprehensive study on the future of tourism. The study was conducted through a \u201cNorth American lens\u201d with findings justifiably bullish on the future of tourism with higher levels of income and education, increased leisure time, more persons retiring with pensions, smaller families, and a general trend towards a propensity to travel for life enriching experiences. Social and environmental dimensions of tourism were also introduced for the first time – both positive and negative. (1)<\/p>\n

The study was updated two years later in 1978 and subsequently an on-going futures research program was launched called \u201cTOURSCAN\u201d which produced 6 to 8 reports a year on societal trends and their implications for tourism; trends within the travel and tourism industry; and an annual forecast of tourism projections for the following year.<\/p>\n

By the early 1980\u2019s, \u201cTOURSCAN\u201d research began to be conducted through a \u201cglobal lens\u201d which in turn introduced a totally different view of the future \u2013 a future that included environmental deterioration; a growing gap between have and have not regions of the world; increasing \u201cCold War tensions\u201d; a beginning increase in international terrorism; and early signs of global warming. With a realization that by the Year 2000, travel and tourism would be one of the world\u2019s largest and fastest growing industries, consideration within L. J. D\u2019Amore and Associates was being given to how travel and tourism could be a positive force for a better world.<\/p>\n

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Louis D’Amore<\/figcaption><\/figure>\n

With travel and tourism taking on increasing importance in Canada, the First Canadian Travel Outlook Forum was organized and held in Toronto, October 1982 with the aim of identifying projections of the various industry sectors for the following year. As the \u201cFuturist\u201d for the Canadian travel and tourism industry, Louis D\u2019Amore was asked to give the keynote address to provide a broader and longer term perspective. He titled his talk \u201cThe Two Faces of Tourism\u201d \u2013 highlighting the potential future impacts of tourism both positive and negative with an emphasis on creating national strategies for positive outcomes.<\/p>\n

Coincidentally, Canada\u2019s Prime Minister, Pierre Elliot Trudeau, had recently mounted a \u2018Peace Initiative\u2019 conducting a series of meetings with global leaders with the aim of defusing the sharply rising East-West tensions of the Cold War. D\u2019Amore linked his concluding remarks with Prime Minister Trudeau\u2019s Peace Initiative suggesting that Canada\u2019s travel and tourism industry take measures to support the Prime Minister by organizing an international conference on Tourism and Peace. The response was \u201cwe should keep our focus on things we have some control over.\u201d:<\/p>\n

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Dr. Taleb Rifai and Louis D\u2019Amore following the signing of an MOU between UNWTO and IIPT<\/figcaption><\/figure>\n

In the years following the \u2018Travel Outlook Forum,\u201d D\u2019Amore continued lobbying leaders of the industry to gain support for an international conference on Tourism and Peace. Responses were:<\/p>\n

\u201cWhat\u2019s tourism got to do with Peace\u201d or \u201cPeace \u2013 that\u2019s government\u2019s job.\u201d<\/p>\n

He persevered and continued authoring thought provoking articles and new ways of thinking about the global tourism industry including another Business Quarterly Article: \u00a0\u201cA Third Generation of Tourism Thinking: Towards a Creative Thinking.\u201d The 1985 article concluded:<\/p>\n

\u201cThe three most serious threats facing are the continued build-up of military\u00a0\u00a0\u00a0\u00a0 and nuclear arms and on-going warfare in various parts of the world; the growing disparities between the poorest nations of the world and the world\u2019s affluent nations;<\/p>\n

and the continued desecration of our environment.\u201d<\/p>\n

A Table at the end of the article set out three generations of tourism, the first being 1945 -1973 when tourism had growing but limited economic significance, was fragmented; had limited political profile, etc; a second generation from 1960 to 1990 that saw the industry achieving major economic significance; a higher political profile; large scale operations; growth of industry associations and the phenomenon of \u2018mass tourism. Elements of a \u2018Third Generation of Tourism starting in 1985 (when the article was written) included:<\/p>\n