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2006 Governors Conference on Tourism

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Source: TIA and National Geographic Traveler. Most Promising Geotourism Clusters ... Source: TIA and National Geographic Traveler ... – PowerPoint PPT presentation

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Title: 2006 Governors Conference on Tourism


1
2006 Governors 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 sustains or enhances the
    geographical character of a place, its
    environment, culture, aesthetics, heritage and
    the wellbeing 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 shouldnt 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
  • Score66 (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 Yellowstones 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
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