4 4-11 nrg gsc presentation

Center for Sustainable Destinations

Geotourism for West Virginia

New River Gorge GeoCouncilApril 2011

geotourism n: tourism that sustains or enhancesthe geographical character of a place – its environment,

culture, asthetics, heritage, andthe well-being of its residents

Center for Sustainable Destinations

2000 NGS Launches Geotourism• Geotourism MapGuides & Websites• Geotourism Charter for destination leadership• Focused on the fabric of local communities• Spotlights local culture, history, values, places• Goal – provide an authentic travel experience• Locally driven – you & me• Mission– Protect the world’s distinctive places

through wisely managed tourism and enlightened destination stewardship

Center for Sustainable Destinations

DESTINATION TOURISM STYLES DIFFER IN RELATION TO PLACE

Touring R & R Entertainment

Center for Sustainable Destinations

Touring-style tourism Relies on human and physical character of place.

ACTIVITIES• sightseeing• history• nature• scenery• hiking / Nordic skiing• local shopping• typical cuisine• photography• culture & festivals

CHARACTERISTICS• Diffuse impact • Supports small businesses• Requires protecting nature and heritage• Needs architecture, landscapes, culture unique to the locale.

Center for Sustainable Destinations

R & R tourism Depends only on physical character of place.

ACTIVITIES• coastal resorts• golf• downhill skiing• water sports• vacation homes

CHARACTERISTICS• Risk of sprawl• Environmental impacts• Opportunity for architecture, landscaping, cuisine, day tours, that suit the locale.

Center for Sustainable Destinations

Center for Sustainable Destinations

Center for Sustainable Destinations

Entertainment-style tourism Manufactured attractions that do not depend on character of place.

ACTIVITIES• theme parks• outlet malls• amusement parks • convention centers• sports arenas • casinos

CHARACTERISTICS• Changes nature of locale; high impact.• High employment generator.

• Mass tourism; high traffic.

Center for Sustainable Destinations

Center for Sustainable Destinations

Center for Sustainable Destinations

DESTINATION STYLE DRIFT . . .

if development unchecked, unguided

Touring R & R Entertain-ment

Unspoiled

destination

SPOILED ?

Center for Sustainable Destinations

Tourism and sustainability

UNSUSTAINABLE TOURISM

GEOTOURISM:

Now, celebrate the place

SUSTAINABLE TOURISM:First,do no harm

people, profit, planet

Chain hotels, resorts, malls, etc

• Overcrowding• Lower quality of experience• Loss of distinctiveness• Erosion of culture and environment

Center for Sustainable Destinations

Geotourism What More and More People Want From Travel

Tourism that sustains or enhances the geographical character

of a place — its • environment, • culture, • aesthetics, • heritage, and • the well-being of its residents.

Center for Sustainable Destinations

Sightseeing

Local cuisine

Cultural tourism

From eco- to geo-

Nature-basedtourism

Heritage tourism

Green tourism

GEOTOURISM

Agri-tourism

All place-based types of tourism =the ENTIRE destination

Manage tourism so that it pays to protect the place, not destroy it.

Center for Sustainable Destinations

geotourism geotourism

Tourists—How to get more out of my trip; how to be a good visitor.

Presevationist/conservationists—How tourism can protect (not destroy) our distinctive assets.

Residents—How tourism can help us,

enrich our lives.

Politicians—How we can create

prosperity, boost our govt’s popularity.

Tourism promoters—How we can claim success.

Tourism businesses—How we can grow and thrive.

A constituency of stewardship

Center for Sustainable Destinations

The Geotourists

Center for Sustainable Destinations

SEGMENT SIZE

Geo-Savvys11%

Urban Sophisticates13%

Good Citizens11%

Traditionalists11%

Wishful Thinkers14%

Apathetics13%

Outdoor Sportsmen14%

Self-Indulgents13%

Percent of 154 million who traveled in past 3 years

Center for Sustainable Destinations

$76.1

$63.8$68.5

$63.2

$67.9

$53.2$53.0$53.8

$70.3

4

6

8

10

12

14

16

18Tr

ips

in p

ast 3

yrs

$0

$10

$20

$30

$40

$50

$60

$70

$80

HH$000

GEO-SAVVYS

URBAN SOPHIS-TICATES

SELF-INDUL-GENTS

GOOD CITIZENS

OUTDOOR SPORTS-

MEN

APA-THETICS

TRADI- TIONALISTS

WISHFUL THINKERS

MEAN

HH INCOME

NUMBER NUMBER OF TRIPSOF TRIPS

Center for Sustainable Destinations

New Trends in Travel• TIA-National Geographic Study in 2002

– 73% want clean, unpolluted environment– 80% want outstanding scenery– 61% believe their trip is better if it

preserves natural, historic, and cultural sites– 62% (95M) key to learn about other cultures– 54% want places off the beaten track, local places– 41% want an authentic travel experience

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Center for Sustainable Destinations

A Geotourism Strategy

geotourism assetsEducation• Identify• Sustain • Develop • Market

Center for Sustainable Destinations

““Eco” on a Eco” on a billboard?!!billboard?!!

Center for Sustainable Destinations

NGS Geotourism DeliverablesPrinted MapGuideWebsite developed , hosted, and co-branded by

National Geographic Maps Division

Center for Sustainable Destinations

Geotourism MapGuidesCharacteristics• National Geographic co-brand with local geotourism stewardship council.• Council helps communities submit content for the map, within NGS guidelines; NGS makes final selection.

Dual purpose: 1. Creates a marketing/educational map;2. Serves as an awareness-raising catalyst for the people of the place.

Center for Sustainable Destinations

Center for Sustainable Destinations

Geotourism Websites now employGeotourism Websites now employ

Center for Sustainable Destinations

A Powerful Tool for Telling the Stories of your Places Online

Full Multi-Mediawith Images, Video,

Audio, and More

Flexible and HighlyCustomized Content& Story Development

Dynamic, Fully-Integrated

Mapping

Center for Sustainable Destinations

GeoConsensus System OverviewContent Contributors

Site Visitorsand Subscribers

Destination’Destination’s s

Geotourism Geotourism WebsiteWebsite

Portal editor

NatGeoNatGeo14M/month14M/month

GeotourismGeotourismStewardship Council Stewardship Council

determines content modeldetermines content model

Center for Sustainable Destinations

How it Works

NatGeoNatGeo14M/month14M/month

Center for Sustainable Destinations

1.1. Reviews the nominationsReviews the nominationsand edits the materialand edits the material

2.2. Works with Geo Council Works with Geo Council to develop themesto develop themes

3.3. Creates the print & online Creates the print & online map; designs the websitemap; designs the website

4.4. Promotes the launchPromotes the launchof the projectof the project

5.5. 3 site visits3 site visits

National Geographic Maps Division

Center for Sustainable Destinations

Center for Sustainable Destinations

Center for Sustainable Destinations

Center for Sustainable Destinations

NG Traveler

NG NewsNG Traveler magazineLinks to int’l editions and channelsGuidebooks

. . . linked to nationalgeographic.com14 million visitors/month

Geotourism MapGuide sites

GPS-enabled handhelds

CSD Website

QuickTime™ and aTIFF (LZW) decompressor

are needed to see this picture.

Center for Sustainable Destinations

Tourism offices pick up the theme

Center for Sustainable Destinations

Geotourism Benefits Destination Stewardship

Non-traditional authentic assets featured Birding, Ag-touring, Historic, Cultural, Working landscapes

Increased Tourism National Geographic Branding Target responsible tourists

Travelers are more resource conscious Focus on resource protection, sustainability, authenticity

Jobs are created

Center for Sustainable Destinations

A Geotourism Strategy for West Virginia• Apply• Review• Educate• Identify and Promote• Assess• Plan• Implement• Monitor and Evaluate

Center for Sustainable Destinations

Objective 1: Research and Visioning  • Research on local residents and travelers attitudes, behaviors, and preferences.• Formation of GSC’s in each targeted region. • Develop implementation plan

Objective 2: Education, Asset Inventory, and Assessment • Educational workshops throughout each targeted region• Geotourism assets nominated for the Geotourism for WV Website• First Impressions for Geotourism Assessments.

Objective 3: Promotion and Planning• NGS co-branded Geotourism for West Virginia Website goes live• Focus Groups for Geotourism planning sessions• Additional tourism regions targeted to participate

Center for Sustainable Destinations

Geotourism for West Virginia• Pilot in NRG and Eastern Panhandle• TGA Project Coordinator• Statewide Advisory Council• Regional Geotourism Stewardship Councils

– Support stewardship, Sign Geotourism Charter– Local coordination – volunteers, VISTA, intern, etc.– Help eduate– Encourage local nominations– Balanced content: arts, culture, places, geology, history, …

• National Geographic– Fact checking, editorial work, cartography, website content

development, TA

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Center for Sustainable Destinations

What is Project Status? Proposal from NGS to develop website and provide

technical assistance

Seeking funding for pilot

Need letters of support from pilot regions

Potential timetableLaunch summer/fall 2011Fall through Winter– Solidify Council, Workshops,

and website nominations

Center for Sustainable Destinations

How Can You Help?• Agree to serve on the NRG GSC

• Letter of support

• Support or resources you can provide?

• Direct or indirect funding opportunities?

Center for Sustainable Destinations

Think beyond the mapHow to promote prosperity in the New River Gorge?

• Sustain local businesses and communities

• Restore natural environment

• Enhance the well-being of local residents