In this Newsletter
Traveling that sets you free: a short guide for personal enrichment

Life is not measured by the number of breaths we take but by the places and moments that take our breath away. --Anonymous

Travel is such a wonderful industry, and we’re so very fortunate to be a part of it. But today, instead of dealing with the business of tourism marketing in this newsletter, I’m focusing on travel’s power to change lives—and I hope yours is one of them.

This past year between destination consulting assignments, I joined the growing ranks of peripatetic world travelers -- relaxing along the Mighty Mississippi while exploring some fine Memphis barbeque joints, soaking up the art and culture of Florence and Venice (not to mention the scrumptious variety of gelato), catching championship tennis at the U.S. Open, taking Tango lessons in Buenos Aires and watching some all-star little league baseball in Japan (after all, one of my grandsons was pitching).

This year, I'm really getting serious about this business of travel. My bags are just about  packed for the next break in my work schedule when I can hopefully tackle Africa's amazing Mt. Kilimanjaro before joining an extended safari with thousands of zebras, lions, giraffes and wildebeests.

Please don't think for a moment that I'm writing this newsletter to make you feel left behind…and I'm sure you take the time to compare the scenery, amenities, attractions and other visitor product in other competitive destinations when you're out traveling on business. My question is: have you fully defined and nurtured your own wanderlust? If not, I have a few suggestions for you. 

Creating lifetime travel Memories

I've long known and admired famed travel expert Arthur Frommer—not so much for his knowledge about destinations, but rather for his passionate interest in tourism and the experiences he's accumulated and wants to ceaselessly share with others.  When Arthur writes about breathtaking scenery, charming villages, and the people who live in them, he does it so his readers might also then decide to experience it for themselves, and perhaps create some personal memories that will last a lifetime.

Stop and smell the roses

Unfortunately, I think that sometimes, we in the tourism industry are so immersed in our career work that we fail to step back and see our destinations through the fresh eyes of the daily visitor, just as Arthur Frommer does. For me, that has to be the first step in achieving greater personal enrichment through travel.

One avenue to this personal enrichment is through the annual vacation(s). But unlike Europe, where the six week respite from work is standard, we in the States are stuck with the average vacation of just two short weeks, a vestige of the traditional Protestant work ethic, I suppose.

Finding Freedom for travel

How then, can we significantly find more freedom while unfettering ourselves to personally enjoy the many benefits of ongoing travel to our psyche? 

I recently came across one potential path through a quirky, fascinating new book entitled, "The 4-hour Workweek"—Escape 9-5, live anywhere. And join the new rich." Author Timothy Ferris sure can write a compelling, motivational title—though his recipe for success through the outsourcing of much of your current time allotments is not a very realistic paradigm that many are apt to embrace.  

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What's fascinating and useful, however, are the numerous case histories in this book from those who have actually redesigned their lives, allowing more time for the things they enjoy, as they seek a much fuller and richer existence.

Author Tim Ferris also outlines the development of what he calls "mini-retirements", the relocating to places away from home for extended periods of time, (say one to six months) instead of waiting for retirement later in life. This, too, isn't feasible for many. Yet throughout the book the reader can choose from an extensive menu of ideas that may free up more time for leisure in our lives. If nothing else, this book will set you to daydreaming, asking "what if" questions-- and that can be fun, too.

Taking your travel inventory

If you have the yearning to experience more of this wonderful world of travel as I suspect you do, I suggest you consider developing a list of special places for future consideration and planning. Think of it as your new "Traveler's Life List."

Your top resource should be the New York Times Bestseller, "1,000 Places to see before you die", by Patricia Schultz. Easily organized by each continent, here is the very best of what's beautiful, what's fun and what's just unforgettable on this earth, according to Newsweek Magazine.

They're all fully described here in nearly 1,000 pages; sacred ruins, grand hotels, wildlife preserves, hilltop villages, castles, festivals, reefs, restaurants, cathedrals, hidden islands, opera houses, museums and so much more. Each destination includes available websites and detailed information on rates, when to go, how to get there and why each place is essential to visit. 

Some of the more fascinating and adventurous entries off the beaten path include: A balloon safari over Masai Mara, The Island of Rhodes, Mesa Verde's Cliff Dwellings, The Pushkar Camel Fair, Sailing the Grenadines, The Highland Games of Braemar,  Oaxaca's Saturday Market and exploring the backwaters of Kerala.  

Learning about the world's special travel treasures can make for a wonderful family exercise, too. After all, who knows where it will lead you?  
 
One final thought: When I first came into the travel business, an associate in London told me over dinner, "In our country, the word leisure rhymes with pleasure." So it does, and what a great combination, I thought...and how very fortunate we in the tourism industry are to have the very special appreciation and opportunity to participate and enjoy travel as few others.

Here's hoping it's happening for you to the very fullest extent.

Need a strategic plan tailored to your DMO's specific requirements
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901-336-9170

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