GW In The News – International Institute of Tourism Studies

The Future of Travel is Indigenous!

amandareiserMay 15, 2022July 26, 2022Leave a comment

GW International Institute of Tourism Studies Celebrates Indigenous Breakthroughs in Travel and Tourism

During this year’s National Travel and Tourism Week, themed “The Future of Travel”, the George Washington University International Institute of Tourism Studies (GW IITS) celebrated four ground-breaking awards achieved by its Indigenous tourism projects, project members and project managers:

CONGRATULATIONS SOUTH DAKOTA

Dew Bad Warrior—project manager of the South Dakota Native Tourism Alliance (SDNTA) from the Cheyenne River Sioux Tribe—received the Visit Rapid City Extra Mile Award this spring for her above-and-beyond support of Native tourism development.

For her leadership and contributions to Native tourism, Sarah Kills-in-Water—a South Dakota Native Tourism Alliance member from the Rosebud Sioux Tribe—was recently honored at the 2022 South Dakota Governor’s Conference on Tourism with the coveted Rising Star Award, which celebrates a tourism professional who has been in the industry for 2-4 years and is expected to make a strong impact on the tourism industry over their career.

*Sarah Kills-in-Water, who received the South Dakota 2021 Governor’s Tourism Rising Star Award in recognition of her leadership and contributions to native tourism development.*

In collaboration with GW IITS, the state of South Dakota–home to nine Native tribes–has actively embraced a destination identity that includes the state’s tribes, their cultures, land and people. GW IITS, along with tribal leaders and the Department of Tourism, have worked together to create the South Dakota Native Tourism Alliance and a five-year Native American Tourism Development and Management Plan (NATDMP) to inject indigenous culture into the state’s tourism program.

*Seleni Matus of GWU IITS presents to the South Dakota Native Tourism Alliance*

Calvin Bloemendaal, who has represented the South Dakota Department of Tourism in the Alliance from its inception, commented. “South Dakota is proud to lead in the ground-braking movement of collaboration with tribes and industry state-wide to bring Native tourism into the mainstream and support their achievements every step of the way.”

Sarah has been a source of inspiration and knowledge in the South Dakota Native Tourism Alliance from its inception to the recent roll-out of the Alliance’s strategic plan. She has endorsed and promotes the Native American Tourism Development and Management Plan, South Dakota 2020–2025 because it “represents a true collaboration between tribes, the state and the tourism industry and will demonstrate that there can be enormous benefits for everyone when Native voices are welcomed and Native communities creating visitor experiences are supported by their state.”

Tamara St. John, tribal historian and South Dakota state legislator, praised the plan as “one of the most pro-sovereignty things that a tribe can do, to take control of their cultural history and tell their stories, define their own narrative, and tell what they’d like to share with the world.”

But it’s not just South Dakota that’s breaching a historically wide gulf in Native equity and inclusion that began in the 1800s with forcing tribes off their land, or taking away their land ownership and claiming the natural resources for the U.S. North Dakota is also bridging the gap.

CELEBRATING IN NORTH DAKOTA

Vision, initiative and hard work abound in Native efforts across the Dakotas and in April, the efforts of the North Dakota Native Tourism Alliance (NDNTA) to create authentic cultural experiences for tour operators landed them the 2022 North Dakota Governor’s Trailblazer Award.

*The NDTA Board receives the 2022 North Dakota Governor's Trailblazer Award*

Native tourism was on the rise prior to the Covid-19 pandemic, with 1.9 million overseas visitors reporting visiting Native America in 2019, and popular tour companies are recognizing the demand for authentic experiences. Destination America, a sister company to Trafalgar, is offering 40-50 Native community experiences in North America this year. Intrepid Travel has also been expanding its tourism offerings in Native America.

Taking advantage of this opportunity is the North Dakota Tribal Tourism Alliance, another success story that began as a GW IITS project to bring the North Dakota tribes together to create tours and build tourism capacity.

With an increase in demand for Native tourism destinations across the country, Native community engagement is needed now more than ever to help prepare tribal communities for tourism.

CELEBRATING IN THE AMERICAS

For its “outstanding commitment to diversity and inclusion in the last year through a campaign, content, partnership or other initiative,” Wanderful awarded its 2022 Bessie Award for Inclusion to the Indigenous Tourism Collaborative of the Americas.

Also breaking new ground in sustainable tourism is the Indigenous Tourism Collaborative of the Americas (ITCA), which has Native leadership, tourism industry support, GW IITS project management and a steering collaborative that includes the Organization of American States and the U.S. Department of the Interior Office of Indian Economics Development. ITCA is thriving and building an Indigenous tourism resources portal, tackling their priorities of COVID recovery, building sustainable tourism capacity and securing inclusion in industry and government decision-making.

“We are honored to receive an award named for Bessie Coleman,” steering committee member Katherine D. Edwards said, “who was the first licensed Native American and African American female pilot. Achieving new heights in sustainable economic opportunity through inclusion in tourism is what our collaboration is about.”

Begun as a forum put on by GW IITS in 2020 and endorsed by the U.S. State Department, ITCA is tackling some of the most important issues in sustainable tourism throughout indigenous communities in North and South America with the help and support of some of the most significant forces in travel and tourism including Planeterra, Intrepid Travel, Travel Foundation, Destinations International, Tourism Cares G Adventures, Adventures Travel Trade Association and the Center for Responsible Travel (CREST).

ONTO MAINE

As the success of the Dakota Native alliances have come to the attention of other states, Maine has emerged as the next state desiring GW IITS assistance to facilitate more inclusive Indigenous tourism planning on the East Coast. GW IITS is delighted to begin work in collaboration with Four Directions Development Corporation and the Maine Office of Tourism on a Native American tourism development and management plan to support stronger, more sustainable Native tourism opportunities.

Jamaica Strives for Destination Assurance

amandareiserApril 25, 2022July 26, 2022Leave a comment

New Promise for Authentic, Safe and Seamless Jamaican Visits

Clear blue water, soft sand, and salty air make destinations in the Caribbean irresistible for travelers. Jamaica’s high-quality, sustainable resorts give it an edge as a top tourist destination, and to remain competitive, the country is striving to deliver high-value experiences to visitors beyond its many resorts.

Committed to continued tourism improvement, the Government of Jamaica’s Ministry of Tourism (MOT) has partnered with the George Washington University International Institute of Tourism Studies (GWU IITS) and developed a national tourism Destination Assurance Framework and Strategy (DAFS), the first of its kind in the Caribbean. The DAFS was accomplished through an extensive participatory planning process facilitated by GWU IITS that engaged nearly 300 stakeholders from the public, private and third (civic) sectors and spanned eight months. It is now under review by the Cabinet.

Destination assurance is Jamaica’s brand promise to visitors for an authentic, safe and seamless experience respectful of communities and the environment. The ultimate goal of destination assurance is increasing visitor satisfaction–crucial to the long-term success of the tourism industry.

Hon. Edmund Bartlett, Tourism Minister of Jamaica, asserts that destination assurance is “a promise to visitors that assures an authentic, safe and seamless experience, which is respectful to the community and environment,” and that the DAFS “aims to ensure that the integrity, quality and standards of Jamaica’s tourism product are maintained.” While destination assurance was incorporated in the country’s tourism model in the past, Bartlett noted that the current specialized framework and strategy was created “to better meet the needs of the GEN-C travelers who have a vested interest in unique experiences which are safe”.

*Minister of Tourism, Hon. Edmund Bartlett, addresses a Jamaica Information Service (JIS) 'Think Tank', on April 23, at the agency's Head Office in Kingston.” Photo by Dave Reid*

The new plan is for individual businesses as well as the overall destination. At the business level, licensing will be streamlined in order for more businesses to attain licenses and operate under safe, legal practices. The plan offers suggested voluntary business standards within a quality management system, destination assurance, and product development.

A national system for certifying business sustainability is also encouraged in the plan so tourists can identify businesses that are making an effort to be more sustainable. Once the National Destination Assurance Programme is enacted for tourism businesses, it can be expanded to include the certification of local destinations.

The development of regional destination management organizations (DMOs) are part of the plan and can help tackle infrastructure and security issues to ensure seamless and safe transit around Jamaica. Many Caribbean destinations have been historically perceived as unsafe outside resort walls. By enacting the assurance plan at the national and destination level, Jamaica intends to eliminate its inclusion in that narrative.

While a majority of the new standards are advisory and voluntary, the plan makes a persuasive case that actions stemming from the DAFS standards will put Jamaica and its businesses in a stronger strategic and competitive position in the Caribbean. When these new standards take effect, they will make Jamaica safer for visitors. Jamaica’s success in coordinated efforts to achieve greater destination assurance will result in travelers eager to visit the country beyond its resorts and enjoy Jamaica’s rich culture and engaging communities.

Overtourism Forum Draws Thought Leaders From Around the World

GW IITSOctober 18, 2018Leave a comment

In collaboration with our colleagues at the Center for Responsible Travel, on World Tourism Day—September 27th—the International Institute of Tourism Studies gathered industry leaders from around the world to share their approaches to the vexing challenges that stem from overtourism.

The forum, Overtourism: Seeking Solutions, was a great success in terms of attendance, media coverage and the sharing of ideas for possible pathways forward. As all presenters stressed, overtourism stems from a complex set of challenges; solutions will need to be multi-faceted and site-specific.

Francesca Street—who interviewed three of our panelists for her CNN feature Can the World Be Saved from Overtourism?—summarized the key takeaway as follows: “Speakers agree that government, locals and tourism companies working together is the best recipe for success. Events such as the World Tourism Day Forum also allow for cross-pollination and sharing of ideas on a wider scale."

Johanna Jainchill, in her Travel Weekly story Experts Talk Threat of Overtourism and Possible Solutions, said: "Among the clearest takeaways from the event was that governments worldwide need to step up and recognize they are the first line of defense in saving their historical cities and natural treasures from being "loved to death."

A few additional takeaways...

Recognize the tipping point: More isn't always better. Determine maximum capacity for your destination and monitor social media to determine whether it's on traveler hot lists.
Plan ahead: Make tourism part of comprehensive urban, regional and destination plans.
Stay flexible and adaptable: What works for historic sites doesn't necessarily work for beach communities, for example. Needs differ and change over time.
Rethink good governance and management: DMOs have a vital role to play beyond marketing; they need to participate in the sustainable management of destinations.
Redirect visitors: Encourage visitors to travel smarter, to seek out hidden gems and to contribute to the protection of the places they visit.

For those unable to attend the forum in person or via livestream, we've posted video recordings of the entire day on the International Institute of Tourism YouTube playlist.

Creating Resilience in the Tourism Industry 1

GW IITSJanuary 11, 2017December 11, 20171 Comment

“With the dynamic nature of tourism, there are many opportunities to adapt and recover in the face of adversity—economically, socially, environmentally and even politically,” noted Hannah Messerli, The Dwight D. Eisenhower Research Professor of Tourism Policy Chair of the International Institute for Tourism Studies.

Messerli recently moderated the 2016 Fall Colloquium: Resilience in Tourism, organized by the International Institute of Tourism Studies and Tourism for Tomorrow. Discussions focused on the importance of resilience in the face of challenges including natural resource depletion, political turmoil and the changing habits of tourists. Keynote speaker Kelly Craighead, Executive Director of the National Travel and Tourism Office, U.S. Department of Commerce, was joined by Norie Quintos, Editor at Large, National Geographic Travel Media; Neil Ardeshna, Senior Director of Business Consulting, Marriott International; Carla Portalanza, Cultural and Press Attaché, Embassy of Ecuador in Washington, D.C.

Neil Ardeshna, whose team is charged with leading strategic, enterprise-wide initiatives for Marriott’s 6,000 hotels and 500,000 associates, described how the global hospitality company has built corporate resilience by diversifying its footprint across over 110 countries and by offering 30 brands that can ensure almost any traveler can find a hotel that matches their preferences and price point. Locally, Marriott hotels are both influencing and influenced by their local economies, policies, and cultures in a number of ways…

• Marriott hotel owners, general managers, and local business councils work with local governments and businesses to help ensure local tourism is resilient
• Hotels adjust rates to balance supply and demand. If there is a shift in any given market, room rates can be adjusted to help maintain demand at a hotel, which directly helps to buoy tourism in that city.
• Marriott is constantly driving the development and adoption of innovative tools to help predict demand and react to any demand spikes or dips

Ardeshna also described how Marriott is always responding to long-term consumer trends. Rather than segmenting travelers purely on traditional demographics, for example, they instead work to focus on the traveler experience. “Whether it’s for business or pleasure, we want to make sure that travel is something people look forward to.”

Communications consultant Norie Quintos, who advises destinations and travel companies on how to effectively tell their unique stories, focused on the importance of the media. “Destinations that want coverage need to adapt and change,” explained Quintos. “The tools are affordable and now in everyone’s hands.” She cited examples of initiatives including Conversations with the Earth, a website that relies on participatory journalism and serves as a platform to allow how indigenous communities to share information on their strategies for adapting to climate change.

She also discussed strategies for engaging the media post disasters. “We know that the longer sustainable tourism lags after a natural disaster, the more damage is done to the social fabric of a place and its economic well being,” said Quintos. She described that because positive, where-to-go stories are the bread and butter for travel media, travel reporters tend to shy away from coverage of a destination following a disaster. She suggested that destinations strategically pitch journalists when they’re ready for coverage. “Focusing on the return of a destination following a disaster is always a great angle,” remarked Quintos.