Cultural Tourism ~Planning for Economic Success
Presented by Camille FergusonExecutive Director 2013
To define, introduce, grow and sustain American Indian and Alaska Native tourism
that honors and sustains tribal traditions and values.
Get Ready Here They Come!2011
62.7 million visitors 7.5 million jobs
153- Billion in spending
Why Plan?
Secure community input on direction
Planning--process to resolve love/hate views toward tourism
Aligns the community to move forward
Resolves barriers
Useful for generating resources
Assesses Human Resources
Identify StakeholdersTribal GovernmentLocal GovernmentTour OperatorsLocal BusinessesCommunity Residents
Tourism Development
Neighboring Communities Tourism OfficesTransportation- Buses &
TaxiHospitality- Hotel & B&Bs
Involve Youth & Elders
Elders bring wisdom and authenticity and integrity
Youth are the means to perpetuation of cultural
Participation in planning process can inspire youth to learn to part of community
Participation inspires youth to come back to their culture
Assessing your Inventory for TourismScenic beautyHistoryEntertainmentRecreationTraditional foodsLodging/campingArts & other shoppingMuseums/cultural centersSpas and resortsGaming
Gather Existing Plans Related to Tourism Development
Land UseEconomic developmentManaged tourism Marketing Business Cultural center or museumArchitectural
Conduct A Resource Inventory
Natural attractions rivers, forest, scenery, mountains
Made Attractions trails, marinas, gardens
Heritage attractions museums, exhibits, missions,
galleries
Conduct A Resource Inventory Visitor services
tours, welcome center, hotel/motels, restaurants, gas stations
Recreation boating, bird watching,
bicycling, hunting, fishing, canoeing, hiking, golf
Human resources guides, artists,
entrepreneurs, web designers, grant writers, event organizers, craftspeople, singers, dancers, fundraisers, cultural committee
Define Cultural BoundariesWhat can we share?What must we protect?How will we communicate the boundaries to visitors?Listen to the critics –
they see important information
Create a Common VisionWho would come? To do what?
How many would come?
What else would they participate in?
Should we offer tours?
Do we want a museum or cultural center?
What kind of jobs could be created?
How will cultural arts be sold/protected?
PROCESS of PlanningAnalyze, research and discuss
your tribe’s:SCOT (formerly SWOT)
Strengths, challenges, opportunities, threats
Key issuesPotential positive gainsPotential negative impactsResources—internal and external
Define Visitor Strategies To Prevent Negative Impacts
And Enhance Positive Gains
Look at Visitor Surveys
Who is coming now?What is their point-of-origin?What is their party size?What do they want to see?What do they do?What and where do they eat?What is their income level?How much do they spend $?
Get Sample Visitor Surveys
Survey design help from state tourism Design help from another tribe Design help from the local Chamber of Commerce Guide to Designing and Conducting Visitor
Surveys: http://ag.arizona.edu/pubs/marketing/az1056/ http://www.azot.gov/documents/How to Create A
Visitor Survey.pdf
Other Ways to Collect Visitor Data
Information Center Guest books Zip Code Surveys License Plate Surveys Web site surveys On-line surveys Attraction/Visitor counts
Data Defines Your Potential/Market
Other Sources of Data:
State visitor surveysChambers of CommerceConvention & Visitor BureausRegional studiesUSTA (US Travel Association)Dept. of Commerce Travel and Tourism Gaming Surveys
Develop Strategies to Support Tribal Businesses
Survey Businesses to Identify Needs
Training Needs Marketing Needs
Collaborate on Filling Needs
Chamber Of Commerce
Tourism Committee
Local & State Tribal Tourism Organization
AIANTA
Define Your Theme
What works for your tribe?History? Arts? Recreation?Scenery?
Identify Specific Potential Projects
What will the project look like?
Does the size of the project match our experience?
Where will it occur?
Who will be involved?
Who will carry it out?
What is the timeframe?
Prioritize the projects
How will it be funded?
How can the project relate to other projects to maximize jobs?
Contain Your Visitors
Staged activitiesPost Restricted areasUse Clear SignageFestivals & scheduled eventsSet regulations & communicate
DEFINE VISITOR ETIQUETTE
Where are they allowed or encouraged to go?
What areas are restricted?
Are you closed for certain activities?
Are there topics you will not discuss?
Welcome them in the etiquette statement, while educating them on needs for cultural privacy.
DEVELOP TOURISM POLICYWhat will be allowedWhat is not allowedProtecting cultural privacyPreventing environmental impacts
Resolve the community’s mixed feelings toward tourism by developing a policy
Visitors will feel more welcome!
Design an Effective Marketing Campaign
Effective web site—Internet is by far #1BrochuresPanel/rack cardsAds in visitor guidesVisitor GuideStatewide tribal guidePackage tours Create synergy with the media used!
Diversify to Improve Your Bottom LineToursAdmission feesLodging Food ArtsCrafts & souvenirsCasinosCampingRecreation feesDonations
CROSS-PROMOTE TO MULTIPLY YOUR RETURNS:
To lengthen stay & increase per
capita expenditures
Winning Strategies for Attracting Funding
Community participationWell thought-out planningProjects fit community goals ID all your resources, especially
humanDo your homework with agencies
and foundationsExamine successful sample
proposalsExplain cultural differences, values
or approach
Winning Strategies for Attracting Funding
Complete proposal two months in advance
Get technical review one month prior to deadline
Be persistent. If not funded, ask for help to understand why
Carry out all activities proposed and submit reports on time—maintain impeccable record with funding agencies
Link to Everyone Already in the Tourism BusinessState TourismChambers of CommerceConvention & Visitor BureausTourism Organizations (local, state, natl)Nat’l and International Tourism Trade Shows
Create tour itineraries
Keep visitors in your area for a longer length of stay to increase per capita expenditures!
Save the Date!
2401 12th Street NW Alburquerque, New Mexico 87104
www.aianta.org