The "Values Visitor" Trend in Tourism: Attracting Travelers Who Share Your Community’s Ethos

Introduction

The tourism industry is evolving. No longer is it just about attracting as many visitors as possible; today, destinations and businesses are increasingly focused on drawing travelers whose values align with those of the local community. This "values visitor" trend is reshaping how destinations define success and sustainability.

What Is a "Values Visitor"?

A "values visitor" is a traveler who seeks experiences that resonate with their personal beliefs and ethics—and, crucially, with the values of the host community. Rather than simply chasing popular trends or mass tourism, destinations are now encouraged to identify and attract visitors who will appreciate, respect, and contribute positively to the local culture, environment, and economy.

Why Does It Matter?

Dr. Santiago Rodriguez, a leading expert in tourism, emphasizes that tourism should be seen as a tool for community well-being, not just economic gain. Destinations that focus on attracting visitors who share their values foster more meaningful, sustainable, and mutually beneficial relationships. This approach helps avoid the pitfalls of superficial marketing and infrastructure investments that don’t serve the community’s long-term interests.

Key Insights from the "Values Visitor" Approach

1. Start with Community Values

Before launching marketing campaigns or building new attractions, destinations must first define what they want from tourism. What are the community’s core values? What kind of impact do they want tourism to have? Only after answering these questions should they identify the types of visitors who will best fit.

2. Move Beyond Surface-Level Strategies

Traditional approaches often focus on marketing and building infrastructure. However, Dr. Rodriguez’s research shows that the most important determinants for attracting the right visitors are:

• The capacity for collective action within the community.
• A clearly defined target market that matches the community’s values.

3. Build Social Capital

Tourism is inherently collaborative. Success depends on the ability of local stakeholders—businesses, government, and residents—to work together. Building trust, networks, and shared goals (social capital) is essential for creating experiences that attract values-aligned visitors.

4. Use the "I Model" Framework

Dr. Rodriguez introduces the "I Model," a practical tool for destinations to analyze and improve their approach:

• Conception Phase: Define the product, assess infrastructure, and configure services based on community values.
• Pre-Trip Phase: Develop content and marketing that authentically communicate what makes the destination unique.
• Involvement Phase: Ensure the visitor experience matches expectations and gather feedback for continuous improvement.

At each step, ask:

• What do we already have?
• What is lacking or not working?
• How can we address these gaps?

Practical Steps for Tourism Professionals

1. Define Your Vision: Clarify the type of tourism and visitors that align with your community’s values.
2. Profile Your Ideal Visitor: Go beyond demographics—consider interests, behaviors, and ethical alignment.
3. Foster Collaboration: Build partnerships and trust among local stakeholders.
4. Communicate Authentically: Share stories and experiences that reflect your values.
5. Monitor and Adapt: Use feedback to refine your approach and ensure ongoing alignment.

Conclusion

The "values visitor" trend is more than a marketing strategy—it’s a holistic approach to tourism that prioritizes community well-being, sustainability, and authentic connections. By focusing on attracting visitors who share your values, you can create a thriving, resilient tourism sector that benefits everyone involved.