2006 Governor’s Conference on Tourism

1. 2006 Governor’s Conference on Tourism Cultural and Heritage Tourism

2. The Market for Cultural & Heritage Tourism

3. A recent influx of inbound tourism has been spurred by an economic shift that benefits the dollar exchange. • We need to focus on not just getting the inbound tourist, but also getting Americans to spend their money on vacations here giving them a quality experience. • The traveler is changing. What are we doing to satisfy the new traveler?

4. GEOTOURISM • Tourism based on geographical character • Geotourism: Tourism that sustainsor enhancesthe geographical character of a place, its environment, culture,aesthetics, heritage and thewellbeing of its residents.

5. Strategy UNITES everything that goes into a character of place To the visitor it is all on package Makes the trip memorable Roger Dow “We shouldn’t be talking about tourism satisfaction we should be talking about tourism enthusiasm.”

6. Geotourism • Integrity of Place • Market Selectivity • Market Diversity • Tourist Satisfaction • Community involvement • Interactive interpretation • Evaluation

7. SENSE OF PLACE • What makes a sense of place? • Can you tell where you are? • Or are you anywhere USA?

8. Glacier National Park • Score:66 (Doing OK) • Glacier draws praise for scenery, ecological integrity and its historic open-top red busses. Needed restoration has begun for the Depression-era lodge buildings and the oft-crowded crumbling Going-To-The-Sun Road. Typically, panelists fret about global warming: “What will Glacier be called when there are no longer any Glaciers?” Also, “the area around the park needs sprucing up.”

9. Yellowstone National Park • Score 55 (Facing Trouble) • “Yellowstone, our oldest national park, faces some of the most serious threats--water quality, erosion, overuse, wildlife issues. The local community is informed and supportive” except perhaps for the controversial snowmobile proponents, lambasted by many panelists, with a minority mildly dissenting. “Teton is in better shape than Yellowstone, but both are overrun” except for Yellowstone’s big back country

10. Success • How do you measure success? • Yellowstone Park had nearly 3 million visitors per year. • Does it need more visitors?

11. 81% of U.S. Travelers Included Cultural/Arts/Heritage Activities At Least Once on Trips in Past Year Source: TIA and Smithsonian Magazine

12. Cultural, Arts, Heritage or Historic Activities Included on Trips in Past Year(% of U.S. Adults) Source: TIA and Smithsonian Magazine

13. 161 Million U.S. Domestic Person-Trips Included Cultural/Heritage Tourism Activities in 2004 Including: • Historic Places, Sites, Museums (61%)* *Percent of Cultural/Heritage Travelers • Performing Arts (27%) • Cultural Events/Festivals (23%) • Art Museums/Galleries (13%) Source: Travel Industry Association of America

14. Characteristics of Travelers Participating in Cultural/Heritage Activities • Longer durations • Greater use of air travel and rental cars • Greater use of hotel accommodations • Summer travel more prevalent • More activities per trip • Higher trip spending Source: Travel Industry Association of America

15. Other Activities Among Cultural/Heritage Travelers, 2004 • Shopping 46% • City/Urban Sightseeing 23 • Outdoor Recreation 21 • Rural Sightseeing 17 • National/State Parks 17 Source: Travel Industry Association of America

16. Cultural/Heritage Activities Among Overseas Visitors, 2004 • Visiting Historical Places 33% • Cultural/Heritage Sites 19 • Art Gallery/Museum 19 • Concert, Play, Musical 13 • Ethnic/Heritage Sites 5 • Visit American Indian • Communities 4 Source: Office of Travel & Tourism Industries

17. Trends Stimulating Growth in Cultural/Heritage Tourism • Aging of population

18. Percent Change in Population by Age, 2010/2000 and 2020/2000 (Percent Change) Source: U.S. Bureau of the Census

19. Trends Stimulating Growth in Cultural/Heritage Tourism • Aging of population • Cultural/Ethnic diversity

20. Ethnic Groups to Grow to 50% of Population by 2050 % Distribution of Population Source: U.S. Bureau of the Census

21. Trends Stimulating Growth in Cultural/Heritage Tourism • Aging of population • Cultural/Ethnic diversity • Geographic shifts

22. Population Growth Most Rapid in West, 2020/2000 Source: U.S. Bureau of the Census

23. Trends Stimulating Growth in Cultural/Heritage Tourism • Aging of population • Cultural/Ethnic diversity • Geographic shifts • Reprioritization of Values

24. Geotourism “Tourism that sustains or enhances the geographical character of the place being visited – its environment, culture, aesthetics, heritage and the well-being of its residents” Source: TIA and National Geographic Traveler

25. Most Promising Geotourism Clusters • Geo-Savvys 16.3 million • Urban Sophisticates 22.3 million • Good Citizens 19.9 million • Traditionals 16.1 million • Wishful Thinkers 21.2 million • Apathetics 17.6 million Source: TIA and National Geographic Traveler

26. Trends Stimulating Growth in Cultural/Heritage Tourism • Aging of population • Cultural/Ethnic diversity • Geographic shifts • Reprioritization of Values • Increasing International Tourism

27. The Threat of “Generica” “The homogenization of the landscape through commercialization. If the destination begins to look like the origin, the visitor has every right to ask - why go.” By Barry Pitegoff, VP – Research, VISIT FLORIDA

28. www.tia.org