2. Your Dream Destination!
WORK WITH OTHERS AT YOUR TABLE…
Depict your dream destination -
• What would you find here – what would you see, smell,
taste or experience?
• Where and what would you eat?
• Where would you stay?
• How would you get from place-to-place?
• How would interact with the community?
• How much would it cost? And where would
your money go?
4. PARTICIPANT 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
5. PROGRAM WORKSHOPS
• Community Tourism Planning
• Nature Based Tourism Dev: Tues March 15th
• Bicycle Tourism Dev: Wed March 16th
• Cultural Heritage Tourism Dev: Tues April 19
• Agritourism Product Dev: Wed April 20
• Marketing on a Shoestring: Tues May 17
• Fundraising & Action Teams:
Wed May 18
6. PROGRAM EVENTS
• Evening for Entrepreneurs – Tues March 15
– 6:00–9:00pm @ Holiday Farm Resort
– Small business development tools & resources
• Community Tourism Kickoff – Wed May 18th
– 5:00–7:00pm, place TBD
7. PROGRAM GOALS
Raise the awareness and understanding of the value of
the tourism industry and important trends
Engage a broad cross-section of the community –
including civic and business leaders – in a dialogue to
identify strengths and opportunities for capitalizing on
trends in the tourism industry
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
8. PROGRAM GOALS
Develop tourism experiences and products that
sustain or enhance the geographical character of a
place—its environment, culture, aesthetics, heritage,
and the well-being of its residents
Stimulate new local business development
Establish positive relationships between community
leaders and the state’s tourism development and
marketing organizations
9. 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
10. MATCHING GRANT$
• After successful completion of the Oregon Rural Tourism
Studio, one matching grant application may be submitted by a
participating member of the local Rural Tourism Studio Steering
Committee for up to $10,000 in matching grant funds.
• Application can contain up to three different projects; however,
the grant request may not exceed $10,000.
• There is a 1-to-1 match on the matching grant funds received
and up to half of the match can be in-kind.
• Matching grant projects must be aligned with and in support of
the local priorities identified in the Rural Tourism Studio
program.
11. TODAY’S AGENDA
• Opening Dream Destination activity
• Welcome and participant introductions
• Program overview
• Overview of the tourism industry in Oregon
• Trends in tourism
• Asset mapping for tourism
12. TOMORROW’S AGENDA
• Welcome and participant introductions
• Sustainable tourism – setting the context
– 8 Principles
• The destination experience & branding
• Creating a community vision for tourism
• Defining goals
• Developing creative strategies for action
(project ideas!!)
13. GROUND RULES
• Keep an open mind
• Actively listen
• Share air time
• Be early and often
• Contribute to moving forward
• Enjoy the process
19. 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;
20. 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.
21. SUSTAINABLE TOURISM…
Refers to 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.
(ICOMOS 2002)
22. TRIPLE BOTTOM LINE
An expanded baseline for measuring performance, adding
socio-cultural and environmental dimensions to the
traditional economic benchmark; a positive triple bottom
line in tourism means a net:
•Improvement in conservation of the natural environment;
•Social benefit for local communities;
•Profit for business owners and shareholders; and
•Gain for national and regional economies.
24. GEOTOURISM
Geotourism is defined as tourism that
sustains or enhances the geographical character
of a place—its environment, culture, aesthetics,
heritage, and the well-being of its residents.
Source: National Geographic Center for Sustainable Destinations
27. touring‐style tourism
relies on human and physical character of place
ACTIVITIES
• sightseeing
• history
• nature
• scenery
• hiking / Nordic skiing
• local shopping
• typical cuisine
• photography
• culture & festivals
35. touring‐style tourism
relies on human and physical character of place
ACTIVITIES CHARACTERISTICS
• sightseeing • Diffuse impact
• history
• nature • Human powered
• scenery • Supports small businesses
• hiking / Nordic skiing • Requires protecting nature
• local shopping
and heritage
• typical local cuisine
• photography • Needs architecture,
• culture & festivals landscapes, culture unique to
the locale.
36. R & R tourism
depends only on physical character of place
ACTIVITIES
• coastal resorts
• golf
• downhill skiing
• water sports
• vacation homes
37.
38.
39.
40. R & R tourism
depends only on physical character of place
ACTIVITIES CHARACTERISTICS
• coastal resorts • risk of sprawl
• golf • environmental impacts
• downhill skiing • opportunity for architecture,
• water sports landscaping, cuisine, day tours,
• vacation homes that suit the locale
41.
42.
43. entertainment‐style tourism
manufactured attractions do not depend on
character of place
ACTIVITIES
• theme parks
• outlet malls
• amusement parks
• convention centers
• sports arenas
• casinos
44.
45.
46. entertainment‐style tourism
manufactured attractions do not depend on
character of place
ACTIVITIES CHARACTERISTICS
• theme parks • changes nature of locale
• outlet malls • high impact
• amusement parks • mass tourism
• convention centers • high traffic
• sports arenas • high employment generator
• casinos
75. 4. Sustainable tourism has a balanced or beneficial
impact on the environment;
76. Why do this?
• 80% of American travelers consider
themselves as environmentally conscious
• 51% claim despite the economic downturn
they still want to patron good (sustainable)
businesses
(Source: Travel Industry Association and Ypartnership, 2009)
77.
78. Eight out of 10 (78%) U.S. adults consider
themselves "environmentally conscious"
• 85% turn out the lights when they leave a room;
• 67% practice energy efficiency by regulating air
conditioning and heating when not at home;
• 53% keep showers short.
(Source: Travel Industry Association and Ypartnership, 2007)
79. Thirty-two percent of those surveyed said
they will be more environmentally
conscious in their travel decisions this
year, as compared with 26 percent last
year.
(Source: TripAdvisor 2009)
81. 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.
87. 5. Sustainable tourism generates revenue that is
invested in conserving and enhancing the unique
features of the community;
88. Example: Lindblad Expeditions
International Ecotourism Company
Lindblad seeks to travel in an
environmentally responsible way,
leaving the places they visit as they
found them.
They raise money from their
guests to support local
conservation efforts in the
regions where their vessels
operate.
Photo of research station by Holly Gordon and photo of the M/S Polaris by L, Arnold Frederick off of the Lindblad
Expeditions website at www.Expeditions.com.
90. LAPA RIOS
Costa Rica
Guided tours with local
guides help support the
ongoing maintenance and
land preservation.
A portion of profits to support
local schools.
Photos from the Lapa Rios website at http://laparios.com/laparios.htm.
91. DOLLARS A DAY
for Conservation Program
Alaska
During 2001, 35 AWRTA business participants of the program
raised over $25,000 for conservation organizations.
For more information visit the Alaska Wilderness Recreation and Tourism Association website at
http://www.awrta.org/dollarsaday.html. Photo of Juneau, Alaska by Craig Dahl, 2002.
95. Why do this?
Globally, “voluntourism” is one of the fastest
growing segments of the travel market
96. 6. Sustainable tourism provides an educational
experience for the visitor that leaves them
enriched and inspired to create positive change at
home;
103. METHOW VALLEY
Multi-Use Trails
• 125 miles of multi-use trails (winter
& summer activities)
• Many public access points,
connecting two towns
• Links Nordic trail system, Pacific
Crest trail, hikers and mountain
bikers
• Formed a private non-profit to
coordinate marketing, events,
maintenance
Taken from the Methow Valley Sport Trails Association website at http://www.mvsta.com.
http://www.mvsta.com.
104. 8. Sustainable tourism serves target markets that
are profitable, with promising long term viability.
105. From eco‐ to geo‐
Manage tourism
so that it pays to Sightseeing/
protect the place, GEOTOURISM
not destroy it. Adventuring
Cultural
tourism Culinary
tourism
Ecotourism
(nature) Civic
Heritage tourism
tourism
Agri‐
Indigenous
tourism
tourism All place‐based
types of tourism =
the ENTIRE destination
