A 100% Canadian-owned company leaving travellers feeling truly pampered and cherished
Today, we sat down with Lisa Lau, President of Okushu Tours, to discuss the evolving landscape of travel and the role of sustainability in shaping the future of tourism.
- How would you describe your company brand in one sentence?
A 100% Canadian-owned company specializes in crafting unforgettable journeys that leave travellers feeling truly pampered and cherished. Discover the remarkable difference of our experience-focused approach.
- Considering the overtourism protests of 2024, what does “exploring more sustainable travel choices” mean to you?
As Okushu Tours explores more sustainable travel choices, we can offer more product choices, differentiate our business, and attract conscious consumers. When we promote sustainability, we also preserve the destinations for long-term viability. In addition, we are about to enhance the company’s branding by building trust and brand image.
3a. Should we move away from the terms “high season” and “low season”?
The teams have been using it in the industry for a long time to label when the demand is highest and when there will be less demand. And yes, doing so relieves the stress on all resources during the high season and balances the economic cycle. The issue is switching travellers from a highly demanded travel period to a not-so-popular one.
3b. Could there be a better way to promote meaningful, sustainable travel options?
- Explore what the country has to offer, develop year-round products, and promote them to different markets with different interests.
- Highlight the benefits on both the supplier’s and consumer’s sides about the importance of balancing the seasonalities and resources.
- Emphasize how sustainable travel protects destinations and supports local communities. This can include showing travellers how their choices make a positive impact.
- Offering concrete examples by providing specific sustainable options within tours.
- Educate and inspire travellers by providing positive impacts and success stories.
- Encourage travellers to make more conscious choices and appreciate the value of responsible tourism.
- What are the keys to success in today’s changing travel industry?
- Have a grand vision for your company and the world.
- Focusing on tourism sustainability is the key.
- Make good use of technology and stay up-to-date on the latest technological advances to improve work efficiency, communication, and insightful marketing analysis.
- Preserve nature and preserve culture: The success will go to those who serve a higher purpose.
- Keep learning
- Which CATO initiatives resonate with you the most, and why?
The CATO initiative that matters most to us is that it addresses a critical issue that many tour operators face. By providing a platform for us to come together and discuss their challenges, CATO creates a more level playing field for all tour operators, regardless of their size.
In addition, this initiative can foster a sense of community among tour operators.
- If you could design your dream tour without any limits, what would it look like?
My dream tour would take me somewhere not even found on the Google map, a place that needs our attention. A place where I see beauty not from any social media but in my own eyes.
A place that allows me to help the less fortunate communities by improving their lives. I could volunteer at a local school, painting classroom walls, fixing furniture and providing supplies to create a vibrant learning environment. I can see myself cooking traditional local food and sharing stories and flavours that connect us. I want to make a meaningful impact, helping make someone’s dreams come true. That’s the kind of enriching experience I yearn for.