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Center for Sustainable Destinations
Geotourism for West Virginia
Eastern Panhandle GeoCouncilJune 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• Focused on the fabric of local communities• Spotlights local culture, history, values, places• Locally driven – you & me• Goal – promote an authentic travel experience• Geotourism Charter for destination leadership• Mission– Protect the world’s distinctive places
through wisely managed tourism and enlightened destination stewardship
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
DESTINATION TOURISM STYLES DIFFER IN RELATION TO PLACE
Touring R & R Entertainment
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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
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
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.
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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
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Where in the World
__________
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A Geotourism Strategy for West Virginia• Apply• Review• Educate• Identify and Promote• Assess• Plan• Implement• Monitor and Evaluate
Center for Sustainable Destinations
Center for Sustainable Destinations
West Virginia Sustainable Tourism Advisory Council• National Geographic Maps Division• West Virginia Community Development Hub• West Virginia Division of Tourism• West Virginia Department of Environmental Protection• George Washington University’s International Institute of Tourism Studies• The National Park Service • National Parks Conservation Association• Bridgemont Community and Technical College• Concord University Department of Recreation and Tourism Studies• West Virginia University Department of Recreation, Parks, and Tourism Resources • West Virginia University Extension Service• Preservation Alliance of West Virginia• Tamarack Foundation• Collaborative for 21st Century Appalachia• Natural Capital Investment Fund• Main Street West Virginia• West Virginia ONTRAC
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
Project Status Proposal from NGS to develop website and provide
technical assistance
Seeking funding for pilot
Letters of support requested
Potential timetableLaunch late 2011Winter 2011-12– Solidify Council, Workshops, and
website nominations
Center for Sustainable Destinations
How Can You Help?• Agree to serve on the EP GSC
• Letter of support
• Support or resources you can provide?
• Direct or indirect funding opportunities?
Center for Sustainable Destinations
Thank You!