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2020 hit us hard. We all spent time (which we suddenly had plenty of!) thinking about the future.
I am sure a lot of us sought alternatives to the tours we had been doing. Virtual tours? Virtual experiences? Virtual reality?
Is this the "new normal"? We don't think so. It can be used as a substitute for the "real deal", but not for long.
We, people, are real, not virtual. We seem to all be going towards a new tourism - one that is responsible, sustainable,
and ethical.
I am not using the word safe, for traveling, and living, are not existentially safe. We share the planet with numerous germs
and viruses. We live at a time when extreme weather is the norm - and hurricanes, floods, forest fires can (and do) kill.
We can't hide from all this - but being responsible means knowing the risks, and taking precautions to minimize them.
We cannot eliminate all the dangers around us, but can optimize the way we live and travel.
Traveling is not more dangerous than living our everyday life (for we can't stay forever at home - we will, at some point,
have to go shopping, visit the dentist, attend our children's wedding, even go on the roof and repair it, when it starts leaking). Closing our borders, and our homes, is closing our hearts. It is baring progress. Everything new and positive that you see around you, is the result of travel - and the exchange of ideas, of goods, of people.
We want travel to inspire, to make people think critically of the world around. We live in a world stuffed with propaganda,
fake news and social media that are hardly social any more they are commercial. It may sound cliched, but travel does fight ignorance and injustice. It helps see the world beyond. It educates, as it is a process of mutual teaching and learning.
A responsible, sustainable, smart tourism is what we need. Curiously, this is what we had been doing in Bulgaria for nearly three decades (and recently in eighteen other countries, too).
Smaller groups. Not thirty, not even twenty, hardly even twelve tour members. Make it six, or eight at most.
The price will go up - but so will the experiences. Stay at places where larger groups cannot be accommodated - cosy,
intimate lodges, where each one of our travelers gets personal care. Drive on roads where the big bus can't go.
Show parts of the country that were previously only known to enlightened, intrepid local travelers.
Support communities - and these communities will support you back. Be generous. Seek unique experiences.
Stay away from the cliche. There is so much out there to explore. Be creative.
Doing a tour of India, but afraid of not including the overcrowded Taj Mahal on the itinerary? You are the specialist.
You are there to educate, to open doors, to convince your travelers there is so much more to India than the Taj.
That there are clean and peaceful villages, valleys and sights. Your travelers they are more likely to fall in love with Kashmir
and hilly Assam, than with any 'classical' itineraries that feature Delhi, Agra and Jaipur.
Do not look at what other tour companies are doing, and do not copy them, thinking this is what tourists want.
Don't be afraid to lead the way. Be a pioneer. Do tours to places you really love, not what you think a tourist will love.
Don't be afraid to be different. This strategy may not lead to instant success, fame and riches, but it will lead to friendships and trust, and a loyal following (even if small at the beginning) of travelers. Be a traveler, not a tourist.
I must admit - we are not that perfect. We do fail in our care for the environment. We use a lot of plastic bags, cups
(sometimes paper - but they pollute, too) and single-use items. We are ashamed of this, and are seeking to change our ways in the near future. Humanity produces dangerously unsustainable levels of trash, and our company contributes to this. I want our children to be proud of their parents. And to certainly not inherit a dump of a planet. We still have a long way to go, but we are aware of it, and we believe we are taking the right steps.
I am about to start a small tour of the wild western Balkans. It may sound like a brave thing to do, but it's actually not.
Even the itinerary, facing the pandemic, required very small tweaks. Busy, crowded places were never part of the trip.
We use secret restaurants not known (or open) to many. We use quiet border crossings where hardly even a dozen cars cross per day. We use narrow roads that lead to little known historic ruins and ancient communities - communities that have survived harder times, and have a lot to tell us - some of them even communicate in non-verbal ways, with which they bridge steep valleys and gorges. It's a fascinating world, and there is so much to explore and learn, while being responsible, ethical, and yes - safe!
The crowds will not disappear. Crowded beaches and bars - this is how many choose to live in the developed world; crowded marketplaces and public transport - this is how many are forced to live in the developing world, and they may not have another choice. But we do! And we are to lead the way, bringing change in the hearts and minds of our people, our communities.
This is a fascinating world, and no one knows it better than us. We can explore it in a safe, educative, engaging, sustainable
and respectful way.
Yuri Boyanin

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