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2006 Governor’s Conference on Tourism. Cultural and Heritage Tourism. The Market for Cultural & Heritage Tourism. A recent influx of inbound tourism has been spurred by an economic shift that benefits the dollar exchange.

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2006 Governor’s Conference on Tourism

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2006 Governor’s Conference on Tourism

Cultural and Heritage Tourism


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The Market for Cultural & Heritage Tourism


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  • 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?


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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.


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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.”


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Geotourism

  • Integrity of Place

  • Market Selectivity

  • Market Diversity

  • Tourist Satisfaction

  • Community involvement

  • Interactive interpretation

  • Evaluation


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SENSE OF PLACE

  • What makes a sense of place?

  • Can you tell where you are?

  • Or are you anywhere USA?


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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.”


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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


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Success

  • How do you measure success?

  • Yellowstone Park had nearly 3 million visitors per year.

  • Does it need more visitors?


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81% of U.S. Travelers Included Cultural/Arts/Heritage Activities At Least Once on Trips in Past Year

Source: TIA and Smithsonian Magazine


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Cultural, Arts, Heritage or Historic Activities Included on Trips in Past Year(% of U.S. Adults)

Source: TIA and Smithsonian Magazine


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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


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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


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Other Activities Among Cultural/Heritage Travelers, 2004

  • Shopping46%

  • City/Urban Sightseeing23

  • Outdoor Recreation21

  • Rural Sightseeing17

  • National/State Parks17

Source: Travel Industry Association of America


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Cultural/Heritage Activities Among Overseas Visitors, 2004

  • Visiting Historical Places33%

  • Cultural/Heritage Sites19

  • Art Gallery/Museum19

  • Concert, Play, Musical13

  • Ethnic/Heritage Sites5

  • Visit American Indian

  • Communities4

Source: Office of Travel & Tourism Industries


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Trends Stimulating Growth in Cultural/Heritage Tourism

  • Aging of population


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Percent Change in Population by Age, 2010/2000 and 2020/2000

(Percent Change)

Source: U.S. Bureau of the Census


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Trends Stimulating Growth in Cultural/Heritage Tourism

  • Aging of population

  • Cultural/Ethnic diversity


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Ethnic Groups to Grow to 50% of Population by 2050

% Distribution of Population

Source: U.S. Bureau of the Census


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Trends Stimulating Growth in Cultural/Heritage Tourism

  • Aging of population

  • Cultural/Ethnic diversity

  • Geographic shifts


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Population Growth Most Rapid in West, 2020/2000

Source: U.S. Bureau of the Census


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Trends Stimulating Growth in Cultural/Heritage Tourism

  • Aging of population

  • Cultural/Ethnic diversity

  • Geographic shifts

  • Reprioritization of Values


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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


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Most Promising Geotourism Clusters

  • Geo-Savvys16.3 million

  • Urban Sophisticates22.3 million

  • Good Citizens19.9 million

  • Traditionals16.1 million

  • Wishful Thinkers21.2 million

  • Apathetics17.6 million

Source: TIA and National Geographic Traveler


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Trends Stimulating Growth in Cultural/Heritage Tourism

  • Aging of population

  • Cultural/Ethnic diversity

  • Geographic shifts

  • Reprioritization of Values

  • Increasing International Tourism


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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


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www.tia.org


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