Economic and Community Development through Tourism Improving Quality of Life and Creating Economic Opportunity

Tourism: bigger than you think…

Globally • 1 Billion International

Trips • 1 in 11 jobs • 9% Global GDP • 6 % exports

Source: United Nations World Tourism Organization

Tourism: bigger than you think…

• United States • Expenditure: $2

Trillion • $ 800 Million direct

• Taxes: $129 Billion • Employment: 7.7

million jobs • 14.6 million jobs

supported

• Indiana • Expenditure: $10.36

Billion • Taxes: $2.69 Billion • Employment: 257,000

• 181,640 direct • $ 3.88 Billion in wages

Indiana Office of Tourism Development: 2006 data

By the numbers…

Source: US Travel Association

The Two “Tourisms”

• Congestion • Clutter • Crime • Higher prices

Which tourism are we talking about ?

• Economic Development • Celebration of Heritage • Stewardship of the

environment big “E” and little “e”

This is smart tourism…

Smart Tourism for the South Central Region of Indiana

• Tourism that reflects the values and goals of the community

• Tourism that improves quality of life • Tourism that supports growth and workforce

development.

Tourism is a

Full Contact Team

Activity

Tourism: More than the Convention and Visitors Bureau…

NGOS

Hotels and Lodging

Restaurants Food and Bev

Retail

Transportation at Destination

Government (policy)

Destination Marketing

Organizations

Specialist Govt Agencies

Education / Hospitality

Development

Infrastructure

Community

Local Tourism Industry Associations

Local Tour Operators

Natural and Cultural

Attractions

Commercial Attractions

Events - Regular

Events - "Special"

Tourism “without Borders” • Visitors don’t see county lines. • Driven by experiences….

Why ?

Tourism Creates Jobs and Careers

• There are good careers in tourism and hospitality • $80K max salary average

Just as important • Tourism Jobs are placed based. • Opportunities for the young and those without degrees

• 25% are going to college/training * • A better start for the service economy…

• 2 out of 5 people earning over $100K started in tourism *

* Source: US Travel Association

Quality of Life attracts workers and companies

Smart Tourism improves Quality of Life

Smart Tourism supports Economic Development

• Diversifies the economic portfolio • Builds Brand ….. Reputation

I love this place, honey. I can see us living here…

How do we get there ?

• Tourism will just happen but Smart Tourism won’t just happen…

We need a plan.

“If you don’t know where you are going, you might end up somewhere else” Yogi Berra

Understanding our Assets…. Auditing the Destination

Product and Experience

Workforce Capital

Knowledge Capital

Marketing and Brand Development

Planning for Smart Tourism Regional Strategic Plan

Regional Tourism Plan

Product Development Strategy

Workforce Capital Development Strategy

Knowledge Development Strategy

Marketing and Brand Development Strategy

Aligning Orgs Strategic Plans Aligning Orgs Strategic Plans

Aligning Orgs Strategic Plans

Has anything like this been done before ?

• http://vancouvertourismplan.org/background/ • http://www.destq.com.au/20-year-plan

The Opportunity of Westgate Academy

Changing the conversation on business tourism More than “heads in beds” • Meeting content is more important than numbers… Tool for economic development • Conferences create

• Social capital ( and get business done) • Intellectual capital • Attract human capital

• Showcase your capacity – 360⁰

• Tourism Planning • Training and development • Faculty Advice • Student Internships and Projects

Dr Jonathon Day jonday@purdue.edu

765 337 7270