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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 [email protected]
765 337 7270
