‘Doughnut’ tourism: creating ‘safe and just’ value and wellbeing

[call for interest]

Hotel chambermaids [and green consumers] as ‘safe and just’ mission-oriented innovators

Feminised poverty, hazardous employment and precarious health on the supply side of tourism can potentially be transformed by the travel choices and purchasing decisions of smart green consumers. Charles Leadbeater has argued that a social movement with the right purpose or mission can create new markets. ‘Las Kellys’, Spain’s organised hotel chambermaids are fighting for fair pay and safe employment. They are the overworked backbone of Spain’s Marca España, and evermore visible. On the heels of a regenerative and distributive mission, the chambermaid movement can co-create and strategically ‘prepare demand side innovation’ such that more people aspire to ‘ecologically safe and socially just’ products and experiences.


Demonstration (top) of what collective learning from the bottom-up for mission-oriented innovation looks like, with the participation of Las Kellys’ Myriam Barros, Ana Nacher and Marcia Díaz, and an interdisciplinary mix of ULPGC students at the TIDES – Institute of Sustainable Tourism and Economic Development, in Las Palmas de Gran Canaria


TAGORO is a systemic action research & learning project designed to put hotel chambermaids and smart green lifestyle consumers at the heart of collective learning between government, industry, academia and civil society partners to create ecologically safe and socially just tourism markets and wellbeing, using the methods and integrative practices of systemic design.

Kate Raworth developed a doughnut-shaped compass that points the way to a distributive and regenerative economy, located between the social foundations and the ecological ceiling of the Doughnut. This new way of thinking about the economy underpins the TAGORO systemic action research & learning lab launched in Gran Canaria at TIDES, in collaboration with Las Kellys Association, to collectively learn how to transform (i) key determinants and outcomes of exploitative and hazardous work endured by hotel chambermaidsand (ii) behaviours, values, needs and aspirations of green lifestyle consumersinto regenerative and distributive conditions of tourism — in the form of new products, policies, systems, services, business models, technologies, markets and organizational processes that synergistically generate value, safety, fairness and well-being for tourists, workers, business, the destination community and the environment.

Tagoro in Guanche refers to a circular stone enclosure or meeting place with an inner ring of slab seats, and outer ring also formed by large stones to demarcate the space [It’s shaped like a doughnut]


Who we are

TAGORO builds on Las Kellysfight for policy against grueling work conditions in Spain (at the picket lines, in Brussels and the Prime Minister’s office) and their deep extensive untapped knowledge about hotel guest attitudes and behaviours. The TAGORO concept grew out of systemic design practice, teaching and research across tourism, energy and violent extremism, and the hard lessons learned from connecting grassroots women and highest-level decision-makers to affect peace and security policy in the Greater Horn of Africa.

Orla de Díez is Research Associate at TIDES Institute, ULPGC

Myriam Barros is President of Las Kellys Association


Next Steps

We are looking for action research partners (across civil society, business, academia and government, in Spain and beyond) for the TAGORO Living Lab pilot. If you are interested in learning more, please send us a message


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