Your Dream Destination!WORK WITH OTHERS AT YOUR TABLE…Depict your dream destination -• What would you find here – what would you see, smell, taste or experience?• Where and what would you eat?• Where would you stay?• How would you get from place-to-place?• How would interact with the community?• How much would it cost? And where would your money go?
PARTICIPANT INTRODUCTIONSIn 30 seconds or less…• Name• Where you live• What kind of work you do (organization/affiliation)• What is one thing that you want to accomplish in the community as a result of this program
PROGRAM WORKSHOPS• Community Tourism Planning• Nature Based Tourism Dev: Tues March 15th• Bicycle Tourism Dev: Wed March 16th• Cultural Heritage Tourism Dev: Tues April 19• Agritourism Product Dev: Wed April 20• Marketing on a Shoestring: Tues May 17• Fundraising & Action Teams: Wed May 18
PROGRAM EVENTS• Evening for Entrepreneurs – Tues March 15 – 6:00–9:00pm @ Holiday Farm Resort – Small business development tools & resources• Community Tourism Kickoff – Wed May 18th – 5:00–7:00pm, place TBD
PROGRAM GOALSRaise the awareness and understanding of the value ofthe tourism industry and important trendsEngage a broad cross-section of the community –including civic and business leaders – in a dialogue toidentify strengths and opportunities for capitalizing ontrends in the tourism industrySpark creativity and enthusiasm in community leadersto contribute to making Oregon a premiere tourismdestination Pg. 9Connect community and business leaders withresources to help develop new authentic tourismproducts and leverage the assets they have
PROGRAM GOALSDevelop tourism experiences and products thatsustain or enhance the geographical character of aplace—its environment, culture, aesthetics, heritage,and the well-being of its residentsStimulate new local business developmentEstablish positive relationships between communityleaders and the state’s tourism development andmarketing organizations
PARTICIPANT EXPECTATIONS• Attend all sessions• Participate fully and respectfully• Arrive 15 minutes early to sessions as sessions will start right on time• Bring everything to the table!• Complete a workshop evaluation after each session (sent to you via email)• Work actively with the local steering committee to assist with implementing priority actions
MATCHING GRANT$• After successful completion of the Oregon Rural Tourism Studio, one matching grant application may be submitted by a participating member of the local Rural Tourism Studio Steering Committee for up to $10,000 in matching grant funds.• Application can contain up to three different projects; however, the grant request may not exceed $10,000.• There is a 1-to-1 match on the matching grant funds received and up to half of the match can be in-kind.• Matching grant projects must be aligned with and in support of the local priorities identified in the Rural Tourism Studio program.
TODAY’S AGENDA• Opening Dream Destination activity• Welcome and participant introductions• Program overview• Overview of the tourism industry in Oregon• Trends in tourism• Asset mapping for tourism
TOMORROW’S AGENDA• Welcome and participant introductions• Sustainable tourism – setting the context – 8 Principles• The destination experience & branding• Creating a community vision for tourism• Defining goals• Developing creative strategies for action (project ideas!!)
GROUND RULES• Keep an open mind• Actively listen• Share air time• Be early and often• Contribute to moving forward• Enjoy the process
ASSET MAPPING• Outstanding places to stay• Unique culinary experiences• Tourism amenities• Outdoor recreation assets• Unique retail or attractions• Tour opportunities• Quality events• Significant cultural and historical sites or stories• Marketing & public relations assets
SUSTAINABLE TOURISM…1. Is integrated with and respectful of the culture, homeland, heritage, and people of a place;2. Provides a unique and authentic experience for the visitor;3. Generates localized economic development benefits;4. Has a balanced or beneficial impact on the environment;
SUSTAINABLE TOURISM…5. Generates revenue that is invested in conserving and enhancing the unique features of the community;6. Provides an educational experience for the visitor that leaves them enriched and inspired to create positive change at home;7. Encourages diverse parties to work together to create new opportunities and to address common challenges; and8. Serves target markets that are profitable, with promising long term viability.
SUSTAINABLE TOURISM…Refers to a level of tourism activity that can be maintained over the long term because it results in a net benefit for the socio-cultural, economic, and natural environments of the area in which it takes place. (ICOMOS 2002)
TRIPLE BOTTOM LINEAn expanded baseline for measuring performance, addingsocio-cultural and environmental dimensions to thetraditional economic benchmark; a positive triple bottomline in tourism means a net:•Improvement in conservation of the natural environment;•Social benefit for local communities;•Profit for business owners and shareholders; and•Gain for national and regional economies.
GEOTOURISMGeotourism is defined as tourism that sustains or enhances the geographical character of a place—its environment, culture, aesthetics, heritage, and the well-being of its residents.Source: National Geographic Center for Sustainable Destinations
DESTINATION TOURISM STYLES DIFFER IN RELATION TO PLACETouring R&R Entertainment
touring‐style tourism relies on human and physical character of placeACTIVITIES• sightseeing• history• nature• scenery• hiking / Nordic skiing• local shopping• typical cuisine• photography• culture & festivals
touring‐style tourism relies on human and physical character of placeACTIVITIES CHARACTERISTICS• sightseeing • Diffuse impact • history• nature • Human powered• scenery • Supports small businesses• hiking / Nordic skiing • Requires protecting nature • local shopping and heritage• typical local cuisine• photography • Needs architecture, • culture & festivals landscapes, culture unique to the locale.
R & R tourism depends only on physical character of placeACTIVITIES• coastal resorts• golf• downhill skiing• water sports• vacation homes
R & R tourism depends only on physical character of placeACTIVITIES CHARACTERISTICS• coastal resorts • risk of sprawl• golf • environmental impacts• downhill skiing • opportunity for architecture, • water sports landscaping, cuisine, day tours, • vacation homes that suit the locale
entertainment‐style tourism manufactured attractions do not depend on character of placeACTIVITIES• theme parks• outlet malls• amusement parks • convention centers• sports arenas • casinos
entertainment‐style tourism manufactured attractions do not depend on character of placeACTIVITIES CHARACTERISTICS• theme parks • changes nature of locale• outlet malls • high impact• amusement parks • mass tourism• convention centers • high traffic• sports arenas • high employment generator• casinos
DESTINATION STYLE DRIFT . . . if development unchecked, unguided Touring R&R Entertain- mentUnspoiled SPOILED ?destination
4. Sustainable tourism has a balanced or beneficial impact on the environment;
Why do this? • 80% of American travelers consider themselves as environmentally conscious • 51% claim despite the economic downturn they still want to patron good (sustainable) businesses(Source: Travel Industry Association and Ypartnership, 2009)
Eight out of 10 (78%) U.S. adults consider themselves "environmentally conscious"• 85% turn out the lights when they leave a room;• 67% practice energy efficiency by regulating air conditioning and heating when not at home;• 53% keep showers short.(Source: Travel Industry Association and Ypartnership, 2007)
Thirty-two percent of those surveyed said they will be more environmentally conscious in their travel decisions this year, as compared with 26 percent last year. (Source: TripAdvisor 2009)
APPROPRIATE TECHNOLOGY Oregon Parks & Rec Dept. Composting Toilets Smith Rocks, Oregon • virtually odorless • solar power used to drive ventilating fan • less frequent removal of remaining solids • compost used for fertilizerThe system was designed and fabricated by Biological Mediation Systems, Inc., of Colorado.
MONTEREY BAY SHORES RESORTRooftop solar panels & living walls
5. Sustainable tourism generates revenue that is invested in conserving and enhancing the unique features of the community;
Example: Lindblad Expeditions International Ecotourism CompanyLindblad seeks to travel in anenvironmentally responsible way,leaving the places they visit as theyfound them. They raise money from their guests to support local conservation efforts in the regions where their vessels operate.Photo of research station by Holly Gordon and photo of the M/S Polaris by L, Arnold Frederick off of the LindbladExpeditions website at www.Expeditions.com.
LAPA RIOS Costa Rica Guided tours with local guides help support the ongoing maintenance and land preservation.A portion of profits to supportlocal schools.Photos from the Lapa Rios website at http://laparios.com/laparios.htm.
DOLLARS A DAYfor Conservation ProgramAlaska During 2001, 35 AWRTA business participants of the program raised over $25,000 for conservation organizations.For more information visit the Alaska Wilderness Recreation and Tourism Association website athttp://www.awrta.org/dollarsaday.html. Photo of Juneau, Alaska by Craig Dahl, 2002.
METHOW VALLEY Multi-Use Trails • 125 miles of multi-use trails (winter & summer activities) • Many public access points, connecting two towns • Links Nordic trail system, Pacific Crest trail, hikers and mountain bikers • Formed a private non-profit to coordinate marketing, events, maintenanceTaken from the Methow Valley Sport Trails Association website at http://www.mvsta.com. http://www.mvsta.com.
8. Sustainable tourism serves target markets that are profitable, with promising long term viability.
From eco‐ to geo‐Manage tourism so that it pays to Sightseeing/ protect the place, GEOTOURISMnot destroy it. Adventuring Cultural tourism Culinary tourism Ecotourism (nature) Civic Heritage tourism tourism Agri‐ Indigenous tourism tourism All place‐based types of tourism = the ENTIRE destination