The document outlines an agenda and materials for a nature-based tourism development workshop hosted by Travel Oregon. The workshop covers topics such as defining nature-based tourism, analyzing case studies of existing nature-based tourism initiatives, conducting a gap analysis of tourism potential and assets in the McKenzie River region, and developing strategies and action plans to increase nature-based tourism in the area in a sustainable manner. Participants will work in groups to evaluate the region's tourism strengths and opportunities, and discuss next steps to create an action plan. The goal is to provide lessons and tools to leverage the McKenzie River Valley's natural assets to attract visitors and benefit local communities through nature-based tourism.

1. Rural Tourism Studio
Nature-based Tourism Development Workshop
Travel Oregon
9:00am to 4:00pm
Tuesday, March 15, 2011
McKenzie River Mountain Resort, 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 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
Source: 2006 National Survey of Fishing, Hunting, and Wildlife-Associated
Recreation

12. Market Segmentation –
Fishing, Hunting and Wildlife
• 2.8 million Oregon residents and
nonresidents
• Wildlife recreation expenditures
1. Travel-Generated
2. Local Recreation (less than 50
miles from home)
3. Equipment Purchases (includes
boats and recreation vehicles)
Source: Fishing, Hunting, Wildlife Viewing, and Shellfishing in Oregon 2008 State
and County Expenditure Estimates

13. Market Segmentation –
Eco-travelers
• 55 million U.S. residents
• Affluent
• Educated
• Well traveled
Sources: 2002-2003 TIA - National Geographic Geotourism Study, 2010 CMIGreen
Traveler Study Report

14. Market Trends –
Adventure travel
• Resilient market
• Trending upward
• High spend per trip
Source: Adventure Tourism Market Report, 2010

15. Market Segmentation –
Adventure traveler
• 35-37 years old
• Affluent
• Educated
• Focus on new experiences
Source: Adventure Tourism Market Report, 2010

16. 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
Source: Adventure Tourism Market Report, 2010

17. Questions?

18. 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

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

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

21. 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

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

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

24. Case Studies – Southeast Alaska
Key Findings
• Region’s specialization is Nature-based Tourism
• Creates jobs through an economic ripple effect
• High quality experiences attract a premium
• Overnight trips generate more profitability

25. Case Studies – Southeast Alaska
Key Findings
• Internet, word of mouth, and
repeat business paramount to
success
• Wildlife viewing is gaining in
popularity
• Private / public partnerships are
important in smaller communities

26. Case Studies - Fishing
• Creates an economic ripple effect
• Provides economic benefits
• Supports habitat protection and restoration

27. Case Studies - River Recreation
• Benefits rural regions
• Provides off-season income
• Supports local businesses

28. Case Studies - Mountain Biking
• Volunteers building trails with the BLM
• Supported the local economy
• Evolved into a world-class mountain bike
destination

29. Discussion and Reflection
• What lessons from the case studies are relevant to
the McKenzie River Valley?
• What mix and types of nature-based tourism activities
will benefit the greatest number of residents?
• What do you think your strengths are and how can
you best leverage them?

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

31. 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?

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

33. Group Activity – Evaluating the
Results
• SWOT Analysis

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
• Group Notes
• Presentation download
http://industry.traveloregon.com/McKenzie

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.
• Fishing, Hunting, Wildlife Viewing, and Shellfishing in Oregon 2008 State and County
Expenditure Estimates
• National Survey of Fishing, Hunting, and Wildlife-Associated Recreation (FHWAR) National
Report 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