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National Geographic Society Proposal for a Geotourism Website and Stewardship Council Program

for the Heart of the Continent Partnership

Submitted To: Heart of the Continent Partnership Submitted By: National Geographic Society, Maps Division Date: March 12, 2012 (excerpted from larger proposal document) Background & Project Rationale Founded in 1888, the National Geographic Society (NGS) is one of the world’s largest nonprofit scientific and educational organizations. Its mission is to increase and diffuse geographic knowledge while promoting conservation of the world’s cultural, historical, and natural resources. National Geographic reflects the world through its five magazines, television programs, films, radio, books, videos, maps, interactive media and merchandise. National Geographic magazine, the Society’s official journal, published in English and 27 local-language editions, is read by 40 million people each month in every country in the world. The National Geographic Channel reaches more than 230 million households in 27 languages in 153 countries. Nationalgeographic.com averages around 50 million page views per month. National Geographic has funded more than 8,000 scientific research projects and supports an education program combating geography illiteracy. In 2003, the NGS Mission Programs inaugurated a constantly evolving collaborative product combining the expertise and the design capabilities of the NG Maps Division, and the involvement of local people in tourism destinations to facilitate wise stewardship of cultural, historic, and natural resources. Called a Geotourism Map Guide, the map (print, online, or both) functions as a catalytic tool to implement geotourism, 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.”

NGS has been introducing the geotourism approach into economic-development planning globally through its work with the World Bank, International Finance Corporation, Inter-American Development Bank, United Nations World Tourism Organization, United Nations Environment Program, and United Nations Education Scientific and Cultural Organization—along with various national agencies in different countries. Seventeen Geotourism Map Guide projects have been completed or are underway in six countries; demand has been rising. More than two million Map Guides have been printed and distributed. The National Geographic name and message can help to convene the local Geotourism Stewardship Council required for each project. National Geographic’s reputation elicits grassroots participation, with extensive local media coverage over the course of a year. People enjoy engaging in this personal way with a renowned media organization.

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Interactive Geotourism websites have been created for:

• Crown of the Continent – Alberta, British Columbia, Canada; Montana, USA (http://www.crownofthecontinent.net)

• East Tennessee River Valley – Tennessee, USA (http://www.tennesseerivervalleygeotourism.org/)

• Sierra Nevada – California, USA (http://www.sierranevadageotourism.org), • Redwood Coast, California, USA (http://www.visitredwoodcoast.com), • Yellowstone – Idaho, Montana and Wyoming USA

(http://www.yellowstonegeotourism.org) • Geotourism websites are currently being developed for: Four Corners – Arizona,

Colorado, New Mexico, Utah USA, Lakes to Locks Passage – Quebec, Canada and New York, USA

The National Geographic Society welcomes an opportunity to create a National Geographic co-branded Geotourism website for the Heart of the Continent Partnesrhip. We believe this collaborative undertaking will create a public-private alliance to enhance economic vitality, develop local geotourism-based businesses and opportunities, and preserve the natural and cultural heritage of the Heart of the Continent region. The Catalytic Project: A Collaborative Geotourism Website The National Geographic Society proposes collaborative creation of a Geotourism website for The Heart of the Continent Partnership (HOCP) in order to:

• catalyze local participation in tourism planning and growth, • help local residents learn about their natural, cultural, historic, and scenic

resources, • promote wise destination stewardship, and • inform tourists about the distinctive attractions and qualities of the region.

Superior cartographic standards, web design, content management and expertise in the geotourism approach make NGS uniquely qualified to cooperate with local partners on this project. Geotourism Map Guides promote both responsible economic development and stewardship of the resources revealed on the website.

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Methodology (2pp) The following is a list of steps for creation of the Map Guide: 1. Initiate key stakeholder outreach and recruit geotourism stewardship council’s -

Program partners engage diverse regional stakeholders (conservation, community, business, cultural, and ethnic) to apply for participation in the project, conceptualize the Website development strategy, identify and recruit a broadly representative Geotourism Stewardship Council (GSC).

2. Develop methodology for submitting nominations for the map

NGS and program partners develop a plan for gathering site nominations for the Geotourism Website. Identify possible information sources and organizations/ individuals who can ensure that community members, tourism business owners, industry members, etc., are included in the process. Design and create site nomination web site with interactive base map viewer NGMD adopts GIS data and begins preliminary cartographic design for the map. Interactive information and site nomination website goes live, using GeoConsensus when a permanent interactive website is planned.

3. Geotourism Map Guide launch events

Participatory Workshops will be held with key stakeholders. Educational workshops will be planned at various venues throughout each participating region to ensure that all interested stakeholders understand the geotourism principles, how to apply them, and the process for nominating assets and supporting destination stewardship. Project partners explain how to identify and nominate sites for the Website. Group members develop lists of how regional tourism business owners, NGOs, and residents can be included on the Website, creating action plans for further outreach.

4. Execute community outreach and collect data NGS and the HOCGSC organize community outreach activities, equipped with action plans, an interactive website with on line site nomination capacity, nomination forms, and other guidelines. Local residents and organizations discuss the nature of geotourism and nomination of appropriate sites, attractions, or businesses. Potential local participants and contributors include:

• Local craft cooperatives, music groups, or other heritage groups • Church groups, school associations, universities, volunteer/charity organizations • Historic preservation, agricultural and conservation groups • Community leaders or individuals with special knowledge of the area’s heritage, especially older individuals and including historians, naturalists, librarians, etc. • Local minority heritage groups and experts • Travel-related organizations and businesses • Experts in locally traditional food and drink

5. Verify data

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Check data on all nominations to ensure accuracy of names, spellings, locations, contact info, websites, and other information. Ensure that nominations describe specifically and clearly the geotourism aspects of the site. This may require numerous requests for additional information.

6. Develop database of nominations

Incorporate all data from the Website nomination forms into an online content management system, using the geoconsensus technology where all data can easily be entered into, and retrieved from specific fields, and imported onto an interactive map viewer. These fields will allow sorting and evaluation of sites by specific criteria. Work with local participants to collect any missing information along with any feedback from the Geotourism Stewardship Council on specific submissions. Intermediate conversations or e-mails between NGS, the HOCGSC, and the regional GSC are recommended to discuss editorial content matters and questions.

7. Advise NGS as it selects sites for the Map Guide NGS will monitor the database as nominations are entered, providing feedback on content and problem areas. The Field Manager and, HOCGSC and GSC should expect numerous queries on specific sites. Once the master database is relatively complete, NGS and the geotourism council then select sites for the Website. NGS reserves the right to reject unsuitable submissions. NGS will also consult on information gaps and geographic areas where nominations may be lacking, and these areas will be targeted for further data collection.

8. Write supporting text (NGS, or designated affiliates) NGS will write the map notes and consult with HOCGSC members on the best local experts and voices to develop thematic content for the website. NGS takes full and final responsibility for editorial content.

9. Cartographic design, research, edit NG Maps places the selected information on the website, researching and locating each map point, placing text and photos, securing photo rights, and editing text.

10. Rigorous verification of notes and text To ensure Website accuracy, the local Geotourism Council will assist in verifying all data for each site chosen for the map, by on-site verification where needed or review by a third party. NGS will provide specific instructions.

11. Final Map Guide edit NGS incorporates all changes from the verification phase, finalizes all content for website

13. Distribution Execute and further develop the distribution plan with specific strategies to target the appropriate audiences. NGS is available for consultation.

14. Next phase Establish procedures for ongoing updating of the interactive website; solidify structure of the GSC; establish agenda for next steps of the geotourism strategy.

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Appendix: Geotourism Principles (2pp)

1. Integrity of place and destination appeal: Enhance geographical character by developing andmaintaining it in

waysdistinctiveandsustainabletoHeartoftheContinent,reflectiveof itsnaturalandculturalheritage,soasto

encouragemarketdifferentiationandculturalpride,andtransmittofuturegenerationswhatwenowenjoy.

2. Internationalcodes:AdheretotheprinciplesembodiedintheWorldTourismOrganisation’sGlobalCodeofEthics

for Tourism and the Principles of the Cultural Tourism Charter established by the International Council on

MonumentsandSites(ICOMOS).

3. Marketselectivity:IdentifyandbuildawarenessoftheHeartoftheContinentGeotourismbrand.Strivetoattract

tourismmarket segmentsmost likely to appreciate, respect, and disseminate information about the distinctive

assetsofHeartoftheContinent.

4. Marketdiversity:Encouragea full rangeofappropriate foodand lodging facilities, soas toappeal to theentire

demographic spectrumof thegeotourismmarketand somaximizeeconomic resiliencyoverboth the shortand

longterm.

5. Tourist satisfaction: Ensure thatenthusiastic,excitedgeotouristsenjoya satisfyingand rewardingexperience in

Heartof theContinent thusprovidingpositiveendorsementsandcontinuingdemandandsupport forauthentic

travelexperiences.

6. Community involvement: Base tourism on community resources to the extent possible encouraging small

businesses and community groups to build partnerships to provide a distinctive, authentic visitor experience.

Facilitate the inclusionofyouth incommunitygeotourismpartnerships.Help local residentsdevelopsustainable

approachestotourismthatbuildonHeartoftheContinent’snature,wildlife,historyandculture,foodanddrink,

artsandcrafts,etc.Ensurethatthedirectandindirectconsequencesofsuchapproachesuponalllivingbeingsare

considered.

7. Communitybenefit:Encouragemicro‐tomedium‐sizeenterprisesandtourismbusinessstrategiesthatemphasize

sustainableeconomicand socialbenefits to involvedcommunities,with clear communicationof thedestination

stewardship policies required to sustain those benefits. Create mechanisms to encourage use of locally‐

made/grownproductsandservices,andtohirelocalworkforce.

8. Protection and enhancement of destination appeal: Encourage businesses to sustain natural habitats, heritage

sites,aestheticappeal, and local culture.Preventdegradationbykeepingvolumesof touristswithin sustainable

limits. Seek business models that can operate profitably within those limits. Use persuasion and incentives as

needed.

9. Landuse:Anticipatedevelopmentpressuresandapplytechniquestopreventoverdevelopmentanddegradation.

Preserveopenspacebydiscouragingandcontainingresidentialandcommercialsprawlsoastoretainadiversity

ofnaturalandscenicenvironments,protectculturalandhistoriccharacteristics.Ensurecontinuedresidentaccess

topubliclands.

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10. Conservation of resources: Encourage and provide incentives for businesses tominimizewater pollution, solid

waste, energy consumption, carbon emissions, water usage, landscaping chemicals, and lighting that degrades

night sky enjoyment. Advertise these measures in a way that attracts the environmentally‐conscious tourist

market.

11. Planning:Recognizeandrespectimmediateeconomicneedswithoutsacrificinglong‐termcharacterandthegeo‐

tourism potential of the destination. Strive to diversify the economy and limit population influx to sustainable

levels.Adoptpublicstrategiesformitigatingpracticesthatareincompatiblewithgeotourismanddamagingtothe

substanceandimageofthedestination.

12. Interactiveinterpretation:Engagebothvisitorsandhostsinlearningabouttheplace.Encourageresidentstoshow

offthenaturalandculturalheritageoftheircommunities,sothattouristsgainaricherexperienceandresidents

developpride in their locales.Conductpublic andmediaoutreach tobuild awarenessof community assets and

geotourismbenefits.

13. Evaluation: Establish an evaluation process to be conducted on a regular basis by an independent panel

representingallstakeholderinterests,andpublicizeevaluationresults.Includeresearchaboutgeotourismtrends

inHeartoftheContinenttoguidepublicandprivatedevelopment,funding,andmarketingefforts.

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