Kathmandu asks travellers to consider their actions – Helpful or Harmful? in new campaign via The Bravery and Republic of Everyone

With 1.8bn global tourist arrivals anticipated by 2030, there’s a growing need for travellers to consider their impact on the people and places they visit to ensure this growth is sustainable for future generations. This largely unrecognised responsibility of travellers is at the heart of Kathmandu’s new campaign, Helpful or Harmful?, as part of the global World Ready brand campaign launched late 2018.

Underpinning the campaign is a market research study of 1,000+ Australian travellers revealing a paradox of intention versus action when it comes to our overseas travel behaviours – which are impacting the kind of experiences we really want to have, largely caused by the issues that arise when we all head to the same place at the same time.

The study is part of a broader report, (Helpful or Harmful? Travel Report 2019), reviewing the issues of unsustainable and over-tourism impacting many parts of the world, some of which are right in our own backyard. The report includes contributions from global experts, including author and journalist Elizabeth Becker, and Claudio Milano, international researcher, lecturer and consultant in tourism.

WATCH THE SERIES HERE

Helpful or Harmful? is a PR-led initiative for Kathmandu with agency partners The Bravery and Republic of Everyone which prompts travellers to question the way they currently travel, and to make some positive changes to ultimately have more fulfilling future adventures.

The research is coupled with a three-part documentary series shot by documentary adventure film company Doss Flamingoss, featuring well-known investigative journalist Jan Fran, as she goes overseas to find out firsthand from the locals, what’s happening in our travel hotspots and how we can do better.

Says Paul Stern, general manager marketing, online and international, Kathmandu: “Travel is the ultimate life experience, there’s no better way to learn and grow than discovering the world. There’s plenty of advice out there about where to go, how to get there and what to do when you arrive – but there’s no significant conversation happening about the practical things that can make a world of difference to the people and places we’re visiting. This needs to change in a sector with such unprecedented growth, to ensure it grows sustainably.”

Stern said the report confirmed the rise of “bucket-list travel” means infrastructure doesn’t cope and we don’t necessarily connect with cultures in an authentic way: “This isn’t about visiting eco-retreats, but mass travel, challenging travellers to consider if their actions match their intentions. By asking a series of questions about the way they travel, both before they go and when they are abroad, we hope to prompt more mindful travel behaviour. This not only makes for a more fulfilling experience for the traveller, but will also mean locals will be more open to welcoming us back.”

Globally, tourism accounts for 9.6 percent of employment, and by 2027, the World Travel and Tourism Council estimates the sector’s employment could rise to 380 million jobs.

Says Claire Maloney, founder and director, The Bravery: “The future economic potential for the sector is massive – but so is the responsibility to the millions of people who rely on it for their livelihoods, not only overseas but here in Australia. With this campaign, we’re capturing the attention of travellers through thought-provoking headlines, making people stop and think. Am I really the kind of traveller I think I am? Am I really having the types of experiences I want when treading the same beaten path? If we can get people to consider their behaviours can often be more harmful than they realise, they’ll be open to making some positive changes on their next adventure.”

Says Charlie Turnbull, Doss Flamingoss documentary co-director: “This project was an opportunity to continue to combine our passion for travel and storytelling, but it also made us reflect on those two things. After working on this campaign, we’re both aware that we can change a few minor travel habits and in doing so have a far more positive impact on the places we visit. It’s great to work on a project like this that not only challenges you professionally, but in more personal ways, too.”

Says Stern: “World Ready is about preparing and educating travellers through expert advice with engineered products designed especially for travel and adventure. Helpful or Harmful? arms our customers, and the broader public, with the information they need to be truly ‘world ready’. This is a chance for us to engage our audience in new ways.”

The integrated communications campaign spans PR, digital and social media. Find the report, full documentary series and tips gathered from a range of travel experts on helpful versus harmful travel on the World Ready campaign hub at www.kathmandu.com.au.

Creative: The Bravery, Republic of Everyone
PR Agency: The Bravery
Film Production: Doss Flamingoss
Media: Columbus
Kathmandu:
Paula Charmley, PR and Media Specialist
Jacinta Manivong, Brand Manager
John Sette, Group Marketing Manager
Paul Stern, General Manager Marketing, Online and International