transcend 2050 initiative
At the heart of the "Transcend 2050 Initiative" lies a vision for a new, healthier tourism to emerge, one rooted in regenerative community development and experience strategies that benefit travelers, hosts, communities, and bio-regions.
This initiative re-imagines and re-orients destinations and community stakeholders toward principles and practices that maximize their potential for thrivability and positive change in our lives and society.
We honor the following *destinations (DMOs) for their bold leadership and action:
Willamette Valley Visitor Association, Oregon, USA
Whidbey and Camano Islands, Washington, USA
Hamilton Halton Brant, “The Heart of Ontario,” Canada
Town of Vail, Colorado, USA
Visit Issaquah, Washington, USA
*Each have participated in a TTC Destination Accreditation Program
While technology is a vital tool in addressing our current social and climate crises, it alone can’t repair relationships with each other and the nat world; that has to come from within us, as human beings. As one of the world’s largest industries, tourism should be proud of how it has raised awareness about sustainability, social inequities, and the power of experiences; yet, a gap remains between understanding and action. At the root of these issues is our human behavior, and it is only by shifting behaviors that we build the necessary capacity, agency, and motivation to take meaningful action toward growth, goals, and ambitions and create the personal resonance and communal coherence necessary to keep striving.
Through systems thinking and design, we can gain a higher perspective and a more holistic understanding of tourism’s potential on a community-based level, as well as its societal and ecological impacts. This better equips stakeholders to not only address these challenges but also realize a community’s full potential for good.
We work with vulnerable communities to co-create a tourism development strategy that puts the people and place at the center by honoring diverse voices and cultivating local ambitions, objectives, and desired outcomes.
Our systems thinking approach helps people identify new perspectives, ideas, and potential, and can compel people to behave more consciously. The ‘cathedral thinking’ mindset cultivates purpose and advances personal awareness and motivation that increases human capacity, knowledge, and personal agency in a way that stimulates and nurtures community engagement and activation.
This approach yields powerful and holistic benefits across the entire system. The impact is deep and far-reaching, positively impacting a myriad of challenges, including destination stewardship, resource conservation, mental health, food systems, carbon reduction, social justice, economic inequities, and the overall health, well-being, and thriveability of the community and the natural world it’s nested within. To sum it up, our approach shifts how both visitors and the visited engage with their values, each other, and the world, setting the conditions for innovation, resilience, and enduring action.
inaugural circle
We’re looking for a select group of 8-10 visionary leaders to unite and address the climate crisis's impact on travel and tourism. They emphasize the need for an economic transformation by 2050, focusing on carbon neutrality and going beyond sustainability.
This Inaugural Circle will drive the Transcend 2050 Initiative, igniting a vital shift. Through transformative methods, they will lead the way to regenerative destinations, innovative designs, measurable metrics, and a commitment to well-being and the planet.
inaugural circle details below
the synoposis
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As we stand at the crossroads of environmental challenges and economic transformation, the “Transcend 2050 Initiative” boldly reimagines the future of travel and tourism. Anchored in the ethos of 'From Carbon Footprints to Global Footsteps' and committed to 'Crafting a Legacy of Environmental Stewardship and Community Empowerment.' Transcend 2050 is not just an initiative but a movement. It is set to redefine the travel and tourism sector as a dynamic force for a sustainable and regenerative future.
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This initiative will showcase a micro transformational economic model for communities and places, emphasizing regenerative practices and transformational teaching to drive the travel industry towards carbon neutrality.
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The initiative seeks to elevate collective consciousness through travel and tourism, promoting a paradigm shift in mindset and stewardship that transcends industry boundaries, aiming for a healthier, more sustainable world.
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Acknowledging the risks of inaction, the initiative stresses the importance of cohesive, global efforts in the travel and tourism sector to prevent the undermining of environmental and economic potential, highlighting its role as an essential component in the transition to a fully sustainable, transformational economy and sustainable future.
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The Transcend 2050 Initiative is guided by the principle of decisions being made about our energy, water, and natural resources, ensuring those decisions are sustainable for seven generations in the future.
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The ‘Transcend 2050 Initiative,’ spearheaded by the Transformational Travel Council, innovates a micro transformational economic model within the travel and tourism sector. Rooted in regenerative practices and transformative tourism strategy and design.
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Our mission with the “Transcend 2050 Initiative” is to authenticate and showcase this model as a viable blueprint for the global travel and tourism industry, guiding its journey towards carbon neutrality by 2050. By harnessing community-driven and collaborative approaches, we are dedicated to shaping, engaging, and measuring a sustainable and holistic economy.
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The latest research from McKinsey & Company serves as a crucial guidepost in the journey of the “Transcend 2050 Initiative” toward pioneering a sustainable future. This comprehensive analysis underscores the need for a strategic, collaborative approach to transforming the economic landscape of travel and tourism.
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We envision the transformation economy, especially within travel, as a prism that refracts the outdated, fossil fuel-driven economic system, addressing the climate-induced consequences on well-being and fostering a deeper understanding among individuals.
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The primary objective of the “Transcend 2050 Initiative” is to foster a higher level of awareness and understanding through the transformation of the travel and tourism industry. This initiative aims to use the power of travel to elevate collective consciousness, thereby transforming the sector into a conduit for positive global change and deeper insight.
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The “Transcend 2050 Initiative” operates on the theory that by equipping communities with the knowledge and skills to become more conscious leaders and stewards of our biodiversity, the travel and tourism sector can significantly accelerate the transitional shift towards a transformation economy. This sector is envisioned as the main driver in the move towards a climate-neutral global industry.
the transformative shift
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Implementing regenerative development, cultivating stewardship, and cooperation in travel destinations.
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Designing transformational experiences within the tourism industry.
Personal Development: Fostering a deep understanding of interconnectedness and nurturing a profound care for the global community and environment at the individual level.
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The risk associated with a fragmented and isolated strategy in tackling this intricate global challenge is significant and cannot be overstated. If our investments fail to align with the established climate-related goals, we risk severely undermining the entire potential of this pivotal transition.
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We will establish clear metrics to gauge our progress and celebrate our successes. Milestones will be identified and used to evaluate our progress, and celebrate achievements, and integrating new learning and awareness.
The inaugural circle will collaborate in identifying metrics, benchmarks, and indicators that consider the project in its broader and more holistic context related to the community’s health, wellbeing, and thrivability.
The Inaugural Circle is the cornerstone of our journey, forged through the intellectual backbone of the research and education methods of the Transformational Travel Council.
Event Dates: The Inaugural Circle will commence in 2026 - Taking Applications Now!
Methodology: We will utilize our transformative learning approach combined with a regenerative community development strategy.
Objective: The primary aim of this inaugural circle is to meticulously examine the structure and metrics while laying the foundation for an integrative model built on the foundational thought-leading methods and experiences of the TTC.
Scalable Model: Our goal is to create a fully scalable model that will lead the way for the travel and tourism sector. We will place special emphasis on transitioning into a carbon-neutral economy. Existing metrics will be reviewed, and integrated, and novel metrics will be devised.
Beyond Sustainability: This marks the inception of the Inaugural Circle. Quarterly virtual meetings are anticipated throughout the year, alongside an annual in-person event coinciding with the Inaugural Circle's launch anniversary.
Key Questions: Central to our journey are questions surrounding carbon neutrality and carbon negativity. We will focus on understanding the outcomes of the Transcend 2050 Initiative, charting the path to achieve these goals as individuals and organizations within the travel and tourism sector. Our collective journey will be one of mutual support, empowerment, guidance, and transformative love.
Measuring Success: We will establish clear metrics to gauge our progress and celebrate our successes. Milestones will be identified, and we will use these markers to honor our achievements while embracing new learning and awareness.
a shifting paradigm
“The Climate Crisis has invited us to forge a different relationship with nature. One that holds the planet and all of it places, ecosystems and species sacred. Not only in our conception and philosophy but in our material relationship. Nothing less will deliver us from the environmental crisis that we face”
— Charles Eisenstein
“By deepening connections between travelers and themselves, others they meet, and the natural world, they expand mindful behaviors and choices on the road and at home.”
— Jake Haupert, TTC CEO and TTI Chairman of the Board
“Regeneration isn’t something you can simply read an article, or even a book about and start “doing” tomorrow. It is, for most of us, a profound shift in being that requires ongoing work within a supportive community.”
— Unknown
