Interview with Pepijn Grau
CEO of Go Local Travel
Pepijn Grau
CEO of Go Local Travel
In a world where mass tourism has transformed many destinations into saturated and depersonalised scenarios, a new trend is emerging that seeks to recover the authenticity of travel: local and sustainable tourism. In this context, Go Local Travel has become a benchmark for those seeking genuine experiences, far from traditional circuits and more connected to local communities.
To learn more about this innovative proposal, we interviewed Pepijn Grau, CEO of Go Local Travel. With a clear vision and a commitment to sustainable development, Grau has led the company with the aim of offering travel experiences that benefit both tourists and the communities that receive them. Through partnerships with local guides, promoting responsible practices and fostering cultural respect, his approach is redefining the way we explore the world.
In this conversation, we will explore his journey, the challenges of leading a company with a strong social and environmental commitment, and the impact Go Local Travel is having on the travel industry. We will also discuss his vision for the future of responsible tourism and how travellers can contribute to a positive impact in each destination they visit.
Join us in this interview to find out how Go Local Travel is revolutionising the way we travel and how Pepijn Grau is making a difference in the industry.
Have you noticed in recent years any change in tourist expectations regarding the search for experiential tourism?
Yes, this change has been evident in recent years. It has taken time for this transformation to take place. As tour operators, we organise trips differently from backpackers who arrive in Quito without knowing what they will do once they arrive. Today, more and more clients are asking for local experiences. Not only do they want to live with the communities, such as sleeping in their homes, but they also want to work with them for a day, among other activities. This trend continues to grow. Many of our clients have commented that they have had similar experiences in other parts of the world and want to repeat them in Ecuador. People feel that the best way to get to know a country and understand its culture is through immersion in the daily activities of the locals.
Do you have any examples of experience packages that you offer to your clients or are you creating them now? What packages could you offer us if we visit us at Go Travel?
We already have several packages available. Generally, tourists choose where to stay, but they also have the option to help out on local farms. In addition, we offer the possibility to visit cocoa and coffee plantations, with daily tours. During the tours, tourists can experience 1 to 2 hours working with chocolate or coffee, or just visiting the plantations.
In which other countries does Go Local Travel generate these experiences?
We do something similar in Colombia and Peru. In Peru, the approach is much more organised. At the beginning, we organised everything ourselves, but in recent years, the communities have organised themselves and look to us to help them sell their proposals. This approach has made the work much easier for us and has generated greater trust, which ensures that we are offering quality experiences to our clients.
Do you think these experiences connecting cocoa and tourism will change the way tourists enjoy the country?
Yes, definitely. We have noticed that in the city tour we do in Quito, about three years ago a shop was opened that offers local chocolate products. Our guides tell us that tourists on the tours want to visit this shop to experience Ecuadorian chocolate. Before, we never visited shops or chocolate shops in Quito, we always went to places like Mindo or Guayaquil, where chocolate was more present. But now, people ask to do this activity within the city. The location doesn't always matter; what they are looking for is a quick and easy experience, but with a local product.
So, can we say that what tourists are looking for are experiences, no matter if they are in the jungle or in the city, but what they want is to know more about local products?
Exactly, it's the same thing that happens in France when you drink wine. It doesn't matter if you go to the vineyard or if you are in a restaurant; what you want is to taste the local wine. It's the same with chocolate. If you are in Ecuador, it doesn't matter where you are, the important thing is that you try Ecuadorian chocolate, that's a local experience. That's how tourists are thinking now.
What we are also doing in our company is inviting students or volunteers to work in these communities. We are not only looking to make an impact through tourism, but also to encourage the exchange of experiences and knowledge. We want them to be able to share what is being done here in the Netherlands with chocolate and also to learn from communities in Ecuador, Peru or Colombia.
And that is precisely what we are looking for with the network: to have the opportunity to connect the different actors that are somehow linked to these sectors so that these experiences enrich everyone: the communities, the tourists and the countries. What are your future plans regarding working with the network and creating more experiential experiences in Latin America for your clients?
This will allow us to access more producers willing to receive us. I think many of them are still afraid to open their doors because they don't understand the purpose of our visit. On the other hand, tourists don't know exactly what to expect, as their vision is different. Many are enthusiastic about the idea of learning more thanks to social media. Many producers think that it is only interesting to visit them during the harvest, but for them, that is their day-to-day life. They don't understand that for tourists, everything is interesting. That is why these visits should not be limited to a specific period of the year, but can be done throughout the year. I think there is a lot to do, but it is important to start now. So I am happy to be part of the Network and looking forward to see what we can achieve.
Totally agree, Pepijn. And as a network, we thank you for trusting us and for seeking to further promote these experiential experiences, connecting cocoa with tourism.
The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.
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