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