The document summarizes a community tourism planning workshop held in Oregon in November 2012-January 2013. The workshop agenda included introductions, discussing principles of sustainable tourism, developing visions and scenarios for the community, asset mapping, and action planning. The goals were to raise tourism awareness, engage the community, develop new tourism products respecting local character, and establish partnerships between communities and tourism organizations. Participants were expected to attend all sessions and work with local committees to implement priority actions identified.

1. COMMUNITY
TOURISM
PLANNING
WORKSHOP
RIVER CANYON COUNTRY
NOVEMBER 2012 - JANUARY 2013

2. INTRODUCTIONS
In 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

3. TODAY’S AGENDA
MORNING
• Participant introductions
• Program introduction
• Principles of sustainable tourism
• Refining the preferred vision
• Scenario creation: what will happen
in 10-20 years?

4. TODAY’S AGENDA
AFTERNOON:
• Surfacing actions in the next 1-5 years
• Asset mapping for tourism
• Initial action planning
• Wrap up

6. PROGRAM GOALS
 Raise the awareness and understanding of the
value of the tourism industry
 Engage a broad cross-section of the community
in a dialogue to identify strengths and
opportunities
 Spark creativity and enthusiasm in community
leaders to contribute to making Oregon a
premiere tourism destination
Pg. 9
 Connect community and business leaders with
resources to help develop new authentic tourism
products and leverage the assets they have

7. PROGRAM GOALS
 Develop new experiences and products for
locals and visitors that sustain or enhance the
geographical character of a place
 Stimulate new local business development
 Establish positive relationships between
community leaders and the state’s tourism
organizations

8. PROGRAM PARTNERS
• Future iQ Partners
• Rural Development Initiatives
• Alta Planning + Design  IMBA 
Bricker Consulting
• Great Destination Strategies
• Sustainable Travel International
• UO  Altitude Essentials

11. Committed groups - unfocused

12. Committed groups – focused

13. RESULTS

14. McKENZIE RIVER VALLEY

17. JOHN DAY RIVER TERRITORY

19. John Day River Territory
Marketing Endeavors

20. OAKRIDGE

21. Oakridge’s
IMBA Ride Center
Enhancements

22. Volunteers Connect Trail on Salmon Creek

23. Flat Creek – Salmon Creek
Trail Linkage Proposal

24. Over the Top Ride

25. Oakridge
Ukulele Festival

26. For the Love of Mushrooms!
Oakridge, Oregon

27. “We Speak”

28. WALLOWA COUNTY

30. Wallowa County
70 Bike Racks

34. YOUR WORKSHOPS
• Community Tourism Visioning & Planning
• Cultural & Agri-tourism Dev: Tues Dec 4
• Tourist for a Day Field Session: Wed Dec 5
• Nature Based Outdoor Recreation: Tues Jan 8
• Bicycle Tourism Development: Wed Jan 9
• Marketing on a Shoestring: Tues Jan 29
• Teaming for Success: Wed Jan 30

35. EVENTS
• Un-Cork Your Business’ Tourism Potential:
Tues Jan 8
• Community Tourism Kickoff: Wed Jan 30
• Oregon Governor’s Tourism Conference in
Salem: April 14-16, 2013

36. 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

37. SESSION GROUNDRULES
• Keep an open mind
• Actively listen
• Share air time
• Be early…and often!
• Contribute to moving forward
• Enjoy the process…the journey is just as
important as the destination

38. MATCHING GRANT
HIGHLIGHTS

39. 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;

40. 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; and
8. Serves target markets that are profitable,
with promising long term viability.

41. S U S T A I N A B L E :: TOURISM

42. 1. Sustainable tourism is integrated with and
respectful of the culture, homeland,
heritage, and people of a place;

43. TIMBERLINE LODGE
ON MT. HOOD

44. KAH-NEE-TA
WARM SPRINGS RESERVATION

45. KUNA YALA
PANAMA

47. 2. Sustainable tourism provides a unique and
authentic experience for the visitor;

48. LOCAL
HISTORY

49. PORTLAND BRIDGE PEDAL

50. DAS PARK HOTEL
Ottensheim, Austria

51. 3. Sustainable tourism generates localized
economic development benefits;

52. LOCAL PRODUCTS

53. LOCAL MUSICIANS

54. LOCAL CUISINE

55. UTILIZE
LOCAL
MARKETS
Photo courtesy of Jeff Behan © 2008

56. LOCAL ARTISANS
Eugene Saturday Market

57. LOCAL ARTISANS LOCAL
ART

58. LOCAL GUIDES

59. LOCAL
FISHERMEN

60. LOCAL
SHOPKEEPERS
Photo by Iercercle

61. BUSTLING MAIN STREETS
VITAL COMMUNITIES

65. 4. Sustainable tourism has a balanced or
beneficial impact on the environment;

66. Green Travel Data
Nearly 85% of those considering travel to Oregon self identified as
“environmentally conscious”
Travel Oregon/Green Traveler Analysis conducted by the U.S. Travel Association, 2009

69. USE OF NATURAL FEATURES
Sokol Blosser Wine Cellar - Dundee, OR
• underground
chamber naturally
stays cooler
• rounded profile
blends in with
landscape
Photo courtesy of Sera Architects, © Sera Architects,
www.serapdx.com
For more information, visit the Sokol Blosser Winery website at www.sokolblosser.com

70. 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
fertilizer
The system was designed and fabricated by Biological Mediation Systems, Inc., of Colorado.

75. 5. Sustainable tourism generates revenue that
is invested in conserving and enhancing
the unique features of the community;

76. Bandon Dunes

77. The
Oregon
Travel
Philanthropy
Fund
+

78. 6. Sustainable tourism provides an educational
experience for the visitor that leaves them
enriched and inspired to create positive change
at home;

79. KOTOWA COFFEE TOURS
Boquete, Panama

80. Lakeview, Oregon

81. EDUCATIONAL
VOLUNTEER
VACATIONS

82. 7. Sustainable tourism encourages diverse parties to
work together to create new opportunities and to
address common challenges; and

83. South African National Parks
Hoerikwaggo Trail
- short video -

84. Oakridge,
Oregon

85. 8. Sustainable tourism serves target markets that are
profitable, with promising long term viability.

86. Active Outdoor Rec Participation
The Active Outdoor Recreation Economy Report, Outdoor Industry Foundation, 2006

87. National Bicyclist Demographics
60 million adult bicyclists
4 billion outings
The Active Outdoor Recreation Economy Report, Outdoor Industry Foundation, 2006

88. National Bicyclist Demographics
U.S. Trip-related sales: $47 billion
Jobs generated by cycling: 1.1 million
The Active Outdoor Recreation Economy Report, Outdoor Industry Foundation, 2006

89. Sketch by Russ Roca, The Path Less Pedaled, www.pathlesspedaled.com

91. 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