This document summarizes a workshop on rural tourism development held in Oregon. The workshop covered definitions of nature-based, adventure, and ecotourism. Case studies from other areas highlighted challenges and opportunities in developing nature-based tourism. Groups conducted an analysis of regional attractions and amenities to identify gaps and evaluate potential. Strategies were discussed for developing themes, partnerships, and marketing to increase nature-based tourism. An action plan for next steps was proposed.

1. Rural Tourism Studio
Nature-based Tourism Development Workshop
Travel Oregon
9:00am to 4:00pm
Tuesday, December 7, 2010
Isabel Edwards Hall, Wheeler County Fairgrounds,
Fossil, Oregon

2. Agenda
9:00-10:00am Overview of Nature-based Tourism
10:00-10:15am Break
10:15-11:10am Case Studies
11:10-11:45pm Nature-based Tourism Potential
Working with the Public Lands Agencies
11:45-12:45pm Lunch
12:45-1:45pm Gap Analysis and Nature-based Tourism Inventory
1:45-2:15pm Discuss Nature-based Tourism Potential based on
Gap Analysis
2:15-2:30pm Break
2:30-3:35pm Information Analysis and Evaluation
3:00-3:45pm Ideas for Increasing Nature-based Tourism
3:45-4:00pm Evaluation and Wrap-up

3. Introductions
1. Name
2. Organization
3. What you hope to get out of the Nature-based
Tourism Workshop.
4. Bonus: Favorite Nature-based Tourism
experience and why?

4. Definitions
Nature-based tourism is responsible travel to
fragile, pristine, and usually protected areas that
strive to be low impact and oftentimes small scale.

5. Definitions
Adventure travel and may be any tourist activity,
including two of the following three components:
1.a physical activity,
2.a cultural exchange, and / or
3.interaction and engagement with nature.

6. Definitions
Ecotourism is responsible travel to natural areas
which conserves the environment and improves
the well-being of local people.

7. Definitions
Sustainable Tourism is 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.

8. Commonalities
• Promote conservation
• Provide jobs
• Focus on tourism to natural attractions
• Main attractions include local culture, flora and fauna

9. Travel Oregon Principles of
Sustainable Tourism
1. Is integrated with respect 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. Generates development that has a balanced and beneficial impact on
the environment
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
7. Serves target markets that are profitable, with promising long term
viability
8. Encourages diverse parties to work together to create new
opportunities and to address common challenges

10. Market Segmentation and Trends
• Fishing, Hunting and Wildlife
• Eco-travelers
• Adventure Travelers

11. Market Segmentation –
Fishing, Hunting and Wildlife
• 87.5 million U.S. residents
• Wildlife recreation
1.Hunting
2.Fishing
3.Wildlife viewing
• Considerable overlap

12. Market Segmentation –
Eco-travelers
• 55 million U.S. residents
• Affluent
• Educated
• Well traveled

13. Market Trends –
Adventure travel
• Resilient market
• Trending upward
• High spend per trip

14. Market Segmentation –
Adventure traveler
• 35-37 years old
• Affluent
• Educated
• Focus on new experiences

15. Marketing the Outdoors
• 41.1% - Search engine
• 41.1% - Destination’s official website
• 12.3% - Read a blog account of the destination
• 8.7% - Viewed friends photos
• 6.4% - Visited a meta-search site

16. The Opportunity
• Benefits all citizens in participating communities
• Job creation
• Economic development
• Few barriers to entry
• Clean industry
• Promotes conservation, preservation and pride
• Increases local recreational opportunities

17. The Primary Motivators
• Sales and room tax
• Permits and licenses
• Food and accommodations
• Guided services
• Improved quality of life

18. Case Studies – “Vacationland”
Nature-based Tourism Challenges
• Summer congestion along the coast
• Lack of rural destination drivers

19. Case Studies – “Vacationland”
Nature-based Tourism Opportunities
• Spreading best management practices
• Strengthening linkages to local industry
• Improving transportation
• Developing a regional brand
• Building a world-class destination
• Effectively promoting the destination

20. Case Studies – “Vacationland”
Nature-based Tourism Initiative
1. Recreational master plan
2. Green lodging certification
3. Integrating natural attractions
4. Luring visitors with events

21. Case Studies – “Vacationland”
Nature-based Tourism Initiative
•Multi-stakeholder engagement
•Capacity development
•Branding and promotions
•Strengthening linkages

22. Case Studies – Southeast Alaska
Nature-based Tourism Key Findings
• Focus is on Nature-based Tourism
• Creates an economic ripple effect
• High quality experiences attract a premium
• Overnight trips generate more revenue and
increase profitability
• Independent travelers tend to stay longer and
spend more

23. Case Studies – Southeast Alaska
Nature-based Tourism
Key Findings
• Internet and word of mouth are
paramount to your success
• Wildlife viewing is gaining in
popularity and is an important
niche
• Private / public partnerships are
important in smaller communities

24. Case Studies - Hunting & Fishing
Recreational Fishing
• Creates an economic ripple effect
• Species inventory
• Habitat protection and restoration

25. Case Studies - River Recreation
Running Rivers in the Southeastern US
• Rural regions
• Off-season opportunity
• Local spending

26. Case Studies - Mountain Biking
Fruita, CO
• High desert, arid region
• 3 1/2 hours from Denver
• Pass through en route to Moab
• Near Colorado National Monument

27. Case Studies - Mountain Biking
Western Spirit
• Small company
• Niche tours

28. Questions & Answers

29. Public Lands Management
• Nature-based Tourism Opportunities
• Trails and Infrastructure
• Permits and Licenses
• Moratoriums and Restricted Use
• Land-use Issues

30. Group Activity - Interactive Gap
Analysis
1. What are the region’s natural features?
2. What are the region’s manmade and
enhanced natural attractions?
3. What are the region’s main natural
attractions?
4. What nature-based tourism activities exist?
5. What tourist services and amenities are
available?

31. Group Activity – Summary and
Evaluation of the Results
• Overall Ratings

32. Group Activity – Evaluating the
Results
• SWOT Analysis
• Top Line Assessment

33. Group Activity – Evaluating the
Results
• Mapping Attractions, Amenities, and Activities
• Legend:
• Blue/Purple Marker = highlight water-based attractions
• Blue Stickers = label water activities
• Green/Brown Marker = highlight land-based attractions
• Green Stickers = label land-based activities
• Orange Marker = highlight wildlife habitat
• Yellow Stickers = label gas, food, lodging
• Red Stickers = label outfitters/tour operators, shuttles

34. Developing Your Theme
• Set the Region Apart
• Increase Visibility
• Improve Recognition
• Establish a Brand Image

35. Development Strategies
• Establish partnerships
• Regional and local tour operators
• State and federal agencies
• Private businesses
• Create a sense of welcome and belonging
• Provide amenities
• Create a must-see “destination”

36. Marketing Strategies
• Establish partnerships
• Maximize existing opportunities
• Develop and disseminate information
• Host outdoor recreation-oriented festivals and events
• Information centers
• Take a holistic approach
• Expand market reach

37. Marketing Tools
• Rack card or brochure
• Websites and web content
• Press releases

38. Action Plan - Next Steps
• Develop a committee
• Identify members
• Identify potential goals
• Prioritize actions

39. Wrap up
• Q&A
• One impression about today
• Evaluations

40. Credits and Sources
• Adventure Tourism Market Report, 2010, The George Washington University, School
of Business, The Adventure Travel Trade Association, and Xola Consulting
• Community Nature-Based Tourism Development, Utah Recreation and Tourism
Matters, Institute for Outdoor Recreation and Tourism, January 2010, Steven W. Burr
and Jascha M. Zeitlin
• Connecting People with America’s Great Outdoors: A Framework for Sustainable
Recreation, United States Forest Service, USDA, Recreation, Heritage and Volunteer
Resources, June 25, 2010
• Developing Naturally: An Exploratory Process for Nature-based Community Tourism,
Clemson University, Thomas D. Potts, Ph.D and Allan P.C. Marsinko, Ph.D.
• National Survey of Fishing, Hunting, and Wildlife-Associated Recreation, 2006
• Nature-based Tourism: Guidelines for Success, Clemson University, Thomas D.
Potts, Ph.D., Thomas A. Rourke, and Strom Thurmond Institute
• Planning and Developing a Nature Tourism Enterprise, Texas Parks and Wildlife,
www.tpwd.state.tx.us/landwater/land/programs/tourism/your_business/planning/
• Sustainable Tourism in Biosphere Reserves in Central and Eastern Europe,
Sustainable Tourism: Training the Trainers Programme, Ecologicial Tourism in Europe