What is the first thing that comes to mind when you read “amper”? French physicist, founder of electrodynamics, a transliteration of an Armenian word, or a newly envisioned neighborhood on the top of the hill in Dilijan? Let’s find out.
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International tourism is predicted to return to pre-pandemic levels in 2024. According to the World Economic Forum’s reports on Travel & Tourism 2024, macroeconomic, geopolitical, and environmental factors still exert pressure on the global travel industry. Yet, some economies are better positioned to face these challenges (M.G. – don’t they always?). While economists calculate and predict, let’s explore this topic from the perspective of changing tourist behaviors and the narratives they shape. These transformations redefine the market, ultimately boosting global GDPs.
DEVELOPING ECONOMICS WITH CULTURAL PORTFOLIOS HAVE A CHANCE
The pandemic has significantly altered our lives, including our touristic aspirations.
This means that natural and cultural assets offer developing economies an opportunity for tourism-led economic development1. Developing economies with such portfolios can create thriving tourism sectors, as success in this area is less correlated with country income levels compared to other metrics. Fortunately, this means that poorer countries finally have a head start.
However, success depends heavily on comprehensive vision and management, including promotion, protection, and investment strategies. Not all countries can easily ride this wave of untapped potential. Sadly, it proves that – free cheese is only in the mousetrap, you still have to work for it.
CULTURE FOR LONGING FOR CULTURE IS TRENDING: “TRAVELERS” RATHER THAN “TOURISTS”
Our perceptions of the world, people, and cultures are evolving, giving rise to a new type of traveler. These individuals prioritize quality over quantity, seeking immersive experiences over standard tourist activities.
- Quality over Quantity: These travelers value deep, immersive experiences over seeing as much as possible in one trip.
- Culture over Luxury: They prefer authentic experiences and genuine interactions with local communities over generic luxury.
- Environmental Consciousness: They aim to limit their impact on local ecosystems and avoid exacerbating social inequalities, making their visits meaningful for both themselves and the destination.
THE RISE OF CREATIVE TOURISM
Creative tourism is a significant trend within the travel industry, offering travelers immersive, hands-on experiences that allow them to actively engage with local culture and communities. This approach enriches their travel experiences with authenticity and personal growth. From a global perspective, creative tourism drives sustainable economic prosperity by supporting local communities and stimulating regional economic transformation. Key benefits include:
Creating diversified employment opportunities.
Expanding and diversifying tourism offerings to spotlight diverse and lesser-known destinations.
Well-thought-out tourism offerings can mitigate overcrowding, promote sustainability, and meet the modern demand for natural and cultural tourism.
ADVANCED TRAVELERS PIONEERS OF CREATIVE TOURISM
This new breed of travelers, often referred to as advanced travelers, is at the forefront of the creative tourism movement. These individuals seek more than just passive sightseeing; they crave active participation and meaningful engagement with their destinations. Advanced travelers often:
WHY WE NEED THIS INFORMATION WHEN BUILDING A DESTINATION
Place Makers, especially in Destination and Cluster building projects, do more than just follow trends. They synergize the potential energy of a place with the aspirations of modern travelers. Today, let’s explore one of our recent projects that illustrates the
importance of marrying global context with local insights – Amper Creative Neighborhood.
AMPER, DILIJAN
Amper is a visionary property development project in Dilijan, perched on the hills of the historic Takhta settlement. It embodies a sustainable destination vision, aiming to elevate Dilijan’s profile in creative tourism by attracting advanced travelers and extending their stay. Amper redefines traditional property development, offering a decentralized, innovative experience for both locals and visitors.
Amper epitomizes our approach to place-making: build a master aspiration before the master plan.
AMPER AS A VISION OF SUSTAINABLE DEVELOPMENT
Balancing growth with sustainability is a major challenge for the global tourism sector, especially for small countries. Aligning our sustainable development agenda with Deep White, the company behind this project, was crucial.
STRATEGIC PLACE MAKING BEHIND AMPER
Creating a sense of place transforms a location into a destination. This is achieved through inclusive approaches and community engagement, ensuring that the end result supports local identity and well-being.
Using a data-driven approach, we delved into the local context of Dilijan and Takhta Settlement, uncovering fresh perspectives on familiar surroundings /Diagram 1/.
Diagram 1.
AMPER: INSPIRATION AT ALTITUDE
We merged Dilijan’s identity with the unique features of the Takhta settlement. The name “Amper” references both the clouds as a source of inspiration and the creative process of mind-wandering (from Armenian ամպերում սավառնել, meaning to be dreamy), as well as the energy current, amper.
Amper became a destination for those in search of inspiration, a place where mind flies.
INPIRATION IS ENDLESS & SUSTAINABLE
We envisioned the core visitor prototype: the one in pursuit of inspiration (including but not limited to creative professionals). We built the ecosystem around this need, catering to advanced travelers seeking immersive experiences that fuel creativity and soul, besides relaxation. Creative professionals, in particular, were seen as key contributors to the place as being constantly in nomadic pursuits of inspiration, aka fresh ideas to turn into marketable results (one time or long term). Through these creative explorations, millions of people (re)learn about places, giving regions the opportunity to (re)position themselves and become narrators of specific stories, emerging as destinations in their own right.
There are numerous examples illustrating this idea. For instance, Dolce & Gabbana’s homage to their beloved Sicily immediately shapes our perception of the island as a rich source of inspiration. This influence extends beyond fashion to include music, performing arts, local produce, and more.
INSPIRATION TURNED INTO A MODEL: HYBRID ECOSYSTEM
There are numerous examples illustrating this idea. For instance, Dolce & Gabbana’s homage to their beloved Sicily immediately shapes our perception of the island as a rich source of inspiration. This influence extends beyond fashion to include music, performing arts, local produce, and more.
Inspiration is limitless and versatile, much like the people it attracts. Aside from natural, historical, and cultural sites, Dilijan’s theme of inspiration emerged as a proven yet untapped resource. Strategic business units and experience chains were created to drive this new destination, building on Dilijan’s rich legacy.
THE AUTHENTICITY AND ECONOMICAL APEAL OF AMPER ECOSYSTEM
Our goal was to enhance Dilijan as a destination and address urban and social life organization challenges. We observed a fragmented urban identity that hindered exploration of Dilijan’s beauty.
During our urban observations, we noted a fragmented urban identity that disrupted the exploration of Dilijan’s true beauty. This insight underscored the need for an uninterrupted user experience, leading us to design a spatial division in Amper that allows for a cohesive exploration of Dilijan’s aesthetics and a fresh perspective on its rich cultural history.
After establishing the master aspiration for the place, it was time for execution. Strategically placed anchors along the envisioned route exposed visitors to traditional art, crafts, music, local cuisine, and hospitality.
Each element reflected Dilijan’s aesthetics, history, local symbols, traditions, creative vibe, and people.
The magic of travel and the protection of local economies can go hand in hand. All we need are more visionary people driving visionary projects. This will eventually yield fruitful results. Let’s keep working, not just believing. See you in Amper…
- By Marina Ghazaryan
- Concept Strategist : Maeutica
