Presentation to increase Cultural Tourism to Palau

1. Sustainable Cultural Tourism For Palau A Plan with a vision, “Experience it!” Without emotion, there is no experience!

2. What is meant by “Sustainable Tourism?” Continuous flow of visitors Repeat visitors More money spent per visit More jobs created Community acceptance of roles

3. What is meant by the Cultural Tourist? Special interest travelers who rank the arts, heritage and/or other cultural activities as one of the top five reasons for traveling. Travelers who engage in cultural tourism visit the following: Art galleries, theatres and museums Historic sites Cultural events, festivals and fairs Architectural and archaeological treasures

4. Collaboration is essential between the community and tourism to ensure that tourism efforts are sustainable for the long term. Today’s cultural travelers are not only better traveled but better educated than any previous generation of travelers. They expect more from their travel experiences – making quality and authenticity more important than ever before. Things to know

5. The cultural tourist is younger, wealthier, more educated, and more technologically savvy than those of 10 years earlier. Are more likely to have graduate degrees Are more likely to travel longer Ages 18 to 34 are more apt than “Matures” aged 55 + to want trips where they can “learn” something (75% vs. 63%) Baby Boomers (ages 35 to 55) are most likely to participate in culturally related activities. Things to think about

6. Getting involved does not mean publishing a brochure or launching a new website i.e. “promotion” is actually the final step! It is important to know what you have and what you want to share with visitors. Then match it up. More things to know

7. ChallengeHow to make tourism growth not imply the destruction of cultural values and qualities.

8. Steps to “success!”

9. Step 1

10. Assessing Assests Museums Villages Galleries Ethnic Restaurants Special Events and Craft Fairs Fishing

11. Assessing Assests Artists and Craftspeople Exhibit Works of Master Artists like Charlie Gibbons and Sbal Francisco Story boards and story telling Legends: Uwab a story about a legendary giant Surech ma Tulei is the story about two lovers Melechotech-a-chau is a legend about a giant with…

12. Traditional lifestyles (dance, music) Omengat Rock Paintings Monoliths (a whole quest by itself) Terraces Assessing (Cont.)

13. Battlefields and Japanese occupation - Peleliu is probably the most preserved battlefield in the Pacific occupation

14. Natural Resources Rock Islands Undersea life (diving, snorkeling) Birding (great special interest) Kayaking Hiking trails (stone paths) Assessing (Cont.)

16. While the missions of the various organizations are different, can all agree on common ground for developing a cultural heritage tourism partnership? What can and will each organization contribute? Are the financial resources required available? Challenge

17. Step 2

18. Plan & Organize Who? How?

19. The Plan should… Articulate specific steps to accomplish measurable goals and objectives Outline the budget and the allocation of funds Identify responsible individuals or groups Calendar of benchmarks

20. Who do you want to target? General group tours (scuba, and special interest groups like birders, rock paintings, etc.) Families Adult couples From where? When? Who?

21. First Step – Database Learn as much as possible about visitors “The Market” Learn as much as possible about asset resources “The Product” The Plan

22. How to capture? What information should be collected? How to keep it updated? Identify resources – Inventory of assets Sources: local historian, arts council, newspaper editor, chamber of commerce, TV station, etc. Artists – studio tours Story telling – settlement, legends (story boards) History Museum archives: photos, videos, artifacts, legends Database Information

23. Special wholesale tour rates Who is target customer? Asset mapping – a way to see if attractions and visitor services can be combined into a cultural itinerary When would visitors not be welcome at events? Specific themes Develop tour Itineraries

24. Build a “consensus” in the community that supports cultural tourism Bring in all the “movers and shakers” Local government involvement– Additional leadership and funding Outside organizations and people who can supply additional expertise and resources Human Resources

25. Newspaper – write guest editorials TV – interviews and news coverage Surveys – send out to local residents asking for opinions Brainstorm cultural tourism strategies Organize visits to other regions that have cultural programs Bring in speakers who have been successful in how to achieve results Building a “consensus”

26. Mission Create a cultural tourism “mission” Don’t underestimate how long it will take to achieve financial viability and reach new markets Self survey What are the greatest cultural opportunities? What are the greatest challenges? Note: lack of internet access in hotels a severe limitation, signage – needs improvement Five year goal, 18 month goal with measurable results

27. Economics Financial Resources - Long term goal is stable funding From where? Public funds Grants and loans Dues Access fees to databases Other

28. Step 3

29. How to make Palau hospitable to visitors? REMEMBER: Visitors take home memories. Much of the pleasure of a trip comes from how the visitor is treated. How to make Palau’s history, culture and natural resources EMOTIONAL to visitors? How to make Palau’s physical resources physically available to visitors? Pilot Program Walk Thru Evaluation Prepare, Protect and Manage

30. Cannot be purchased individually or locally Be able to accommodate 10 to 20 individuals, who are: Well traveled, highly educated Interested in “specific” themes (diving, art, birding, eco, etc.) Note: “the Special Interest” may not have anything necessarily common to Palau (e.g. a quilting group) Wide range of ages Low cancellation rates Not rate sensitive High value on sustainable tourism Sold directly through tour operators Guide Book for tour operators “TA DA”, Something “Special”

31. Step 4

32. Marketing Develop a multi-year, many tiered marketing plan Goal: Reach specific target markets

33. The “Experience it!” Plan Gather information Create database and restricted access to it Create Image Library Interface with infrastructure in Palau Create “Package” Plan elements Market to tour operators and special interest groups

34. Baby Boomers Born between 1944 – 1963 Note: this group likely still employed! Generate highest travel volume Spend more on trips than other age groups Best travel packages: Special Interest, Family travel, Cultural, easy to purchase packages Specific market targets

35. Cultural Heritage Traveler Older More affluent Better educated Spend more Stay longer Not always motivated primarily by cultural heritage activities Visit museums Engage in more activities Sold through tour operators either as group or independent package Market targets (cont.)

36. Market targets (cont.) Mature Traveler Age 55 or older Stay away from home longer High discretionary income High potential for growth (baby boomer market) Sold as “group”, “soft adventure”, or “special interest tours”

37. Solo Travelers – Not a primary target! One fourth of US travelers vacationed by themselves in the past three years Explore at own pace Sold thru independent tour itineraries Market targets (cont.)

38. Components of Marketing Plan Public Relations Press kit Educational tours for travel writers Image library Advertising Compelling message and supporting visuals Appropriate media

39. Graphic Materials Image package that can easily be transferred to graphic materials Logo Website Print brochures (who is the audience?) Develop and print “special” itineraries Promotions Travel industry shows Consumer trade shows Components (cont.)

40. Possible “Experiences” Village visit to Anguar with Meal Dancing Story telling ( and cultural sharing Omengat is different, how?) Overnight on Peleliu Battlefield tour following day When they get here…

41. Home stay Fishing day with local fisherman Museum behind the scenes visit with artifacts and story telling Turtle hatching visit on Kayangle More possible "Experiences"

42. Experience it! “Much more can be accomplished by working together than by working alone. Successful cultural heritage tourism programs bring together partners who may not have worked together in the past.”

44. Special thanks to the family of Megan for inviting me to her Omengat and Motol’s family for the Omengat photograph of her sister.

45. Peleliu photographs from WWII Multimedia Database http://www.worldwar2database.com/ with permission

46. Aerial photographs by Vanessa Overton

47. Storyboards and bird stamp photos from the web

48. All other photography by Mick Hutchins