How can a global business create a fulfilling relationship with a local community?

As we explore the future of local, we also explore the complex relationship between global brands and local communities.

It is said that travel broadens the mind. We are multi-dimensional travellers. We enjoy the world in our own personal ways. When we travel, we want to experience the unique and the local, but we also want a certain amount of consistency and stability. How can businesses balance these needs?

How should a global brand be part of a local experience – and become part of the story of a destination, of a community, of a people?

What should the relationship between global businesses, travellers and local communities look like?