International Institute of Tourism Studies – International Institute of Tourism Studies

Jackson Hole Creates Destination Stewardship Council to Implement New Plan

amandareiserMarch 2, 2023March 2, 2023Leave a comment

In the summer of 2021, driven largely by people seeking outdoor vacations during COVID, national parks and other public lands around the nation set records for visitors. That summer’s unique challenges were pivotal for Teton County, WY, home to the magnificent natural resources of Jackson Hole, Grand Teton National Park, Yellowstone National Park and Bridgerton-Teton National Forest.

The Jackson Hole community was feeling the impacts that unmitigated visitation can inflict on human and natural resources, the pillars of Jackson Hole’s destination economy. The Jackson Hole Travel and Tourism Board (JHTTB) recognized those impacts and decided to act.

They followed the lead of other major tourist destinations—Aspen, Brekenridge, Sedona and Vail among them—who were threatened by their own tourism success and had already developed or were developing destination management plans to respond to tourism sustainability issues. This trend in planning is also happening around the world. Queensland, New Zealand feared overtourism, so the destination reacted with a management plan that invested in roads, public transport, housing and parking, and created a visitor care code and communication campaigns to enhance and promote visitor responsibility.

Needing help to design a sustainable tourism future, the JHTTB called on George Washington University International Institute of Tourism Studies (GW IITS) and Confluence Sustainability to guide them in the creation of a Sustainable Destination Management Plan (SDMP).

An intense 18-month planning process ensued, wrapping up in December 2022 after engaging nearly 5,000 residents, and in January 2023 the finished plan was adopted unanimously by the JHTTB. In announcing the adoption of the plan, the Board said “together we will ensure that the power of travel and tourism contributes to the health and well-being of our community, our economy and our environment.”

JHTTB also adopted one of the plan’s cornerstone recommendations and created the Teton County Destination Stewardship Council to manage and implement the Sustainable Destination Management Plan in the short-term. Work is already on the way to bring the Destination Stewardship Council to fruition.

The destination’s engagement website https://www.visitjacksonhole.com/locals shares the plan and other previous research from the GW IITS team, and stresses the importance that residents be engaged and active in the SDMP implementation.

“For Teton County, Wyoming, sustainability means balancing the aspirations and needs of community members, businesses, and visitors with the protection of the public lands that are core to the county's heritage, culture, and economy” says Crista Valentino, Interim Executive Director, JHTTB. “GW International Institute of Tourism Studies and Confluence Sustainability played an essential role in building consensus amongst the many stakeholders within our community to build a short and long-term holistic approach towards tourism.”

JHTTB will stay involved to fund projects, events, and initiatives that are eligible for funding under the Wyoming lodging tax statutes. Full implementation funding requires collaborative approaches across jurisdictions and partner organizations named in the plan. The same commitment to collaboration that produced the plan, if brought to implementation, will guarantee Jackson Hole’s sustainable future.

World Class Destination Jackson Hole Tackles Sustainable Destination Management

amandareiserJune 2, 2022July 26, 2022Leave a comment

GW International Institute of Tourism Studies Guides Teton County Towards Destination Stewardship

Nestled between mountain ranges of Grand Teton National Park and the wondrous landscapes of Yellowstone National Park, Jackson Hole, Wyoming is a town with a distinct personality and big ambitions. It is one thing to be a place that caters to tourists attracted to world-class skiing and hiking with awe-inspiring scenery and wildlife, and another to create a world-class plan to keep the destination and the communities that serve them sustainable.

The George Washington University International Institute of Tourism Studies (GW IITS), –in partnership with Confluence Sustainability–has joined a high-profile effort to steer the mountain resort destination in the development of a sustainable destination management plan. The past lack of a destination management plan and the enormous success and year-round influx of visitors to Jackson Hole and Teton County, gateways to two of the most popular national parks in the U.S., has naturally created some questions about how to balance the need to protect the local environment and culture and make tourism more valuable for the local community. Traffic, housing, workforce shortage, and overcrowding at recreation facilities are commonly cited.

“Bringing people with differing interests and concerns together to create a destination management plan for a mature destination is never easy. The key is bringing people together and finding common ground. Our team at the George Washington University International Institute of Tourism Studies and Confluence Sustainability is well-positioned to assist Jackson Hole toward sustainability,” said Seleni Matus, executive director of George Washington University International Institute of Tourism Studies. “We’ve developed destination management plans for many global destinations including mountain resort and gateway communities, and our team has been at the forefront of shaping global destination certification standards. We also have strong ties to the community, having supported Teton County’s past sustainability assessment and certification efforts.”

The year-long project is consulting businesses, residents, local non-profits, governments and Federal land managers throughout the planning process. To ensure community buy-in and to develop a shared sense of responsibility for sustainable management, GW IITS has conducted a situational analysis with stakeholders, held stakeholder meetings and focus groups, and conducted a resident survey. The GW IITS and Confluence Sustainability team recently led two visioning and planning workshops in Jackson Hole and Idaho.

A steering committee of community stakeholders is providing oversight for the planning process, which build on past and existing sustainability efforts.

“Since our inception in 2011, the Jackson Hole Travel and Tourism Board has been integral in building a strong tourism economy for the Jackson community. The current Board recognizes the need to prioritize destination stewardship with a renewed focus on enhancing the quality of life of our community. As we embark on this process, we intend to build on our valued community partners’ well-established and pioneering work on sustainability initiatives,” said Cory Carlson, JHTTB Board Chair.

Follow the project’s progress at https://www.visitjacksonhole.com/locals

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.

St. Thomas, Jamaica, is Tapped as The Next Frontier of Tourism

GW IITSDecember 16, 2021December 16, 2021Leave a comment

New Destination Management Plan for St. Thomas, Jamaica, Promotes Community Tourism; Serves as a Model for Other More Mature Destinations including Montego Bay, Negril, and Ocho Rios

A new Destination Management Plan for the Parish of St. Thomas, Jamaica, was unveiled by the Hon. Edmund Bartlett, Jamaica’s Minister of Tourism in April, and is designed to serve as a catalyst for the wider social and economic development of the Parish. The plan’s development process was led by a team from GW IITS and provides Jamaica’s first regional sustainable destination development and management master plan, with comprehensive strategies for sustainable growth including zoning schemes, destination and infrastructure development strategies, and economic impact forecasts.

“We want to introduce our visitors to more community tourism experiences, this will give the visitor the feeling of having a multi-destination vacation without ever leaving our shores,” said Bartlett, in an unveiling ceremony for the plan, which was approved by the Cabinet.

The plan speaks to all sectors in the parish benefiting from tourism development, providing economic viability in communities beyond Jamaica’s traditional resort areas. In a multi-sectoral approach, 40 out of 51 identified projects will be implemented by the Ministry of Tourism over the next ten years.

“Our new marketing packages will encourage visitors to take excursions to local shopping establishments and restaurants, entertainment facilities and bars. We will also encourage them to wander along our beaches, rivers, and to our fishing villages. Critical in fact in our shift to increase awareness of our community tourism offerings, will be a targeted campaign to focus on our many cultural and heritage assets,” added Bartlett.

The Ministry of Tourism is now leading the development of a second TDDMP in Negril using the methodology that the GW IITS team developed.

For more information regarding the St. Thomas Tourism Destination Development & Management Plan, visit the Jamaica Ministry of Tourism Facebook page here to watch an informational video prepared by the Jamaica Information Service.

NORTH DAKOTA TRIBES LAUNCH NON-PROFIT TOUR OPERATOR TO SELL CULTURAL HERITAGE TOURS

GW IITSNovember 30, 2021November 30, 2021Leave a comment

The North Dakota Native Tourism Alliance Readies to Sell Tour Products Ahead of 2022 Summer Travel Season

The North Dakota Native Tourism Alliance (NDNTA), which represents the tourism interests of the five federally recognized tribes of North Dakota, has formed a new non-profit tour operator, Native American Cultural Tours (NACT), to educate visitors about Native American heritage and create economic opportunities within Native communities. Native American Cultural Tours will promote and sell cultural heritage tours from the five sovereign nations of North Dakota.

NACT expects to launch its website and begin selling tours for the summer of 2022 by the end of the year. As a Native American-led organization, every tour is designed and delivered by the Tribal Nation it represents. This Native-ownership model allows NACT to support the economic growth of Native American businesses and entrepreneurs and provide supplemental employment opportunities in Indigenous communities.

NDNTA has prepared for tribally-owned tour packages and implemented tour operations infrastructure under NDNTA by contracting a part-time tour operations contractor and working closely with the George Washington University International Institute of Tourism Studies (GW IITS) for technical assistance. The GW team has worked side-by-side with NDNTA’s tour operations contractor, Alicia Hegland-Thorpe, to develop tour operations procedures, a booking website, tour operator brand identity, and undertake a tour test in August of 2021.

“This tour test marks an important milestone for NDNTA on its path to bring authentic Native American experiences to visitors,” says Darian Morsette, President of the North Dakota Native Tourism Alliance. “We are committed to bringing Native American-owned tours to market so that our culture and history can be shared in our own voices.”

Lena Ross of America 4 You constructs a model earth lodge during the Native American Cultural Tour Test at Mandan Hidatsa Arikara Nation, North Dakota, August 2021

To prepare for the tour test, the Three Affiliated Tribes of the Fort Berthold Reservation (MHA), Spirit Lake Nation, and Standing Rock Sioux Tribe each put together an overnight tour package highlighting the cultural heritage of their respective nations. Highlights of the week-long tour test attended by the GW team, tour operators, and state tourism representatives included a Native American dance performance and a traditional meal in an Earth Lodge at MHA; a guided tour of the Fort Totten Historic site, which is also a former Native American residential school on the Spirit Lake Nation; the Fort Yates Powwow; and an Indian Relay race and storytelling at Standing Rock Sioux Tribe.

(Left) Lonna Street performs a traditional dance during the Native American Cultural Tour Test at White Horse Hill National Game Preserve, Spirit Lake Nation, North Dakota, August 2021; (Middle) The tour group learns about Fort Totten history as an Indian boarding school during the Native American Cultural Tour Test at Spirit Lake Nation, North Dakota, August 2021; (Right) Elder Louie Garcia, explains the significance of Devil’s Heart Butte during the Native American Cultural Tour Test at Spirit Lake Nation, North Dakota, August 2021

“This is a remarkable achievement, as all North Dakota Tribes have worked together through the North Dakota Native Tourism Alliance to develop and complete our tour packages with the assistance of George Washington University and Native American Cultural Tours,” said Douglas Sevingy, Director of Tourism for Spirit Lake Nation.

“These tours will present an opportunity for our guests to actually see our people and our cultural ways, along with our customs, traditional food and regalia of each North Dakota Tribal Nation.”

About the NDNTA: NDNTA is a non-profit coalition representing the tourism interests of the five nations of North Dakota: Spirit Lake Nation, Standing Rock Sioux Tribe, Three Affiliated Tribes of the Fort Berthold Reservation, Sisseton Wahpeton Oyate, and the Turtle Mountain Band of Chippewa Indians. Started in 2016, the NDNTA’s mission is to protect, promote, preserve, and educate the world about the culture, history and environment of our sovereign nations.

Caption for Banner Photo: MHA Tourism’s Jason Morsette discusses the impacts of the Garrison Dam during the Native American Cultural Tour Test at Crow Flies High Butte, Mandan Hidatsa Arikara Nation, North Dakota, August 2021

GW is Supporting Improved Inclusion and Diversity in Travel and Tourism

GW IITSMay 7, 2021May 7, 2021Leave a comment

The GW International Institute of Tourism Studies has been supporting Native American inclusion in the tourism industry for more than five years. We believe that tourism provides a promising approach to sustainable development—a way for Native American communities to generate income, alleviate poverty, increase access to healthcare and education, and conserve their cultural and natural resources. As part of this work, we are helping Tribal Nations in the Dakotas develop regional networks through which Tribal leaders can foster ongoing dialogue, exchange ideas and resources, tackle shared challenges and work together to leverage tourism development for sustainable economic growth. These efforts are made possible by support from the Office of Indian Energy and Economic Development at the Department of the Interior. To celebrate National Travel and Tourism Week, this blog features our work in South Dakota, which is fostering greater diversity and inclusion in the tourism industry.

Tribal Nations in South Dakota are stewards of a diverse array of natural and cultural resources that offer untapped possibilities for tourism. While South Dakota welcomed 14.5 million visitors in 2019, who contributed $2.75 billion to the state’s GDP, there is no meaningful connectivity of tourism flows occurring between Native American communities and tourists who visit the major attractions in and around the Black Hills region, Badlands National Park and Sioux Falls.

9. Team photo page 144 (credit GW International Institute of Tourism Studies)

To address this challenge, we have been working over the past year and a half with the nine federally recognized Tribal Nations in South Dakota (also known as the Očhéthi Šakówiŋ or “Seven Council Fires”) to assess the potential for native tourism. This process has led to the creation of the South Dakota Native Tourism Alliance (SDNTA), an ad hoc network of representatives from the South Dakota Tribal Nations, and local, state, and federal partners. By 2025, the SDNTA envisions tribal governments actively working with industry and state and federal partners to develop Native American tourism experiences that attract visitors, encouraging them to stay and experience more in Native American communities, ultimately bolstering local economies and the well-being of local communities.

The SDNTA has developed a five-year regional tourism plan, the Native American Tourism Development and Management Plan: South Dakota 2020–2025, which outlines a shared vision, goals, strategies and priority initiatives for cultural tourism development with an emphasis on resilience and recovery after the COVID-19 pandemic. The SDNTA is already implementing several priority projects, such as a visitor etiquette guide, that are outlined in the tourism plan. The SDNTA’s steady progress demonstrates the organization’s resilience during this unprecedented time.

We have also been working with Native American entrepreneurs to help them remain viable during the COVID-19 pandemic by providing training and mentorship aimed at developing and launching virtual tourism experiences. One of our pilot participants was Bonnie LeBeaux (Navajo and Lakota), who resides on the Cheyenne River Reservation in South Dakota. Bonnie offers a virtual tour of the traditional textiles given to mark milestones and show appreciation and gratitude. “I am just so grateful for this opportunity with the mentors and being invited into a training like this,” LeBeaux said. “I would have never done it on my own. Everybody was just so helpful and giving of their time and their talents and they just made this experience come to life.”

Bonnie is the second of five entrepreneurs who went through the training to launch her Online Experience on Airbnb. You can learn more about Bonnie’s tour and book it here.

Other tourism entrepreneurs who went through the training have created educational videos showcasing their culture. In this video, Guss and Tianna Yellow Hair of the Oglala Sioux Tribe share the history of parfleche art and explain its significance in Lakota culture. This father-daughter are partners in Tatanka Rez Tours, which is one of the very few Native American tour operators in South Dakota.

Even though most Tribal Nations in South Dakota remain closed to outsiders for now, the virus won’t last forever. As the world recovers from this pandemic, Tribal Nations will reopen and visitors will begin to explore new places and seek inspiration in new connections—with people, nature, and culture. We hope that you will consider visiting the less explored, off the beaten path Native American communities in South Dakota when it is safe to do so.

Cover photo source: the South Dakota Department of Tourism

Indigenous Women Entrepreneurs in Tourism are Paving the Way for Future Generations

GW IITSApril 1, 2021April 1, 2021Leave a comment

Today, Indigenous women in tourism must push past barriers such as access to loans and capital, lack of education and a lack of representation in the tourism industry. Despite these obstacles, a significant number of Indigenous women are demonstrating resilience and determination with their individual stories of entrepreneurship. Indigenous women entrepreneurs contribute to sustainable development by improving the living conditions for their families, upholding the traditions of their communities, and creating economic independence and work opportunities for themselves.

In celebration of International Women’s Day 2021, the Indigenous Tourism Collaborative of the Americas (ITCA) brought together Indigenous women heading up successful tourism social enterprises throughout the Americas for a virtual hour-long discussion, covering topics ranging from what a typical day on the job looks like to the most pressing challenges they’ve faced in starting tourism enterprises. The roundtable discussion, “Indigenous Women Entrepreneurs in Tourism” was a part of the George Washington University School of Business Women’s Entrepreneurial Leadership Impact Conference held on March 8.

Joining the panel discussion were:

Uhwanie Martinez, Owner and Manager, Palmento Grove Eco-cultural and Fishing Institute, Belize
Olivia Rose Williamson, Founder of Indian Battle Tours, United States
Graciela Coy, Director, Ak’ Tenamit, Guatemala
Teresa Ryder, Director of Business Development, Indigenous Tourism Association of Canada
Moderator: Seleni Matus, Executive Director of the International Institute of Tourism Studies at GWU and a member of the ITCA Steering Committee

In a Q&A style session, panelists responded thoughtfully to questions posed by the event moderator. A snapshot of the discussion is provided below. A recording of the event is also available here.

What does a typical day look like for you?

The day begins by summoning ancestors to self-realize, then moves into logistics and what I want to achieve. Then, the day starts at Palmento Grove, incorporating farming and culture in learning. The tourism component is serving customers for the day and working to make a difference in Indigenous communities in Belize.

Uhwanie Martinez

Owner and Manager, Palmento Grove Eco-cultural and Fishing Institute, Belize

A day with Indian Battle Tours looks like interacting with customers, meeting them at designated battle sites, and sharing history and culture. Since COVID-19, I (have) learned how to interact online, (creating) Airbnb experiences, and I interact in that way. It usually takes an hour before the tour to get dressed, and I also prepare by learning the history of the battlefields.

Olivia Rose Williamson

Founder, Indian Battle Tours, United States

I work with the Maya and Indigenous communities along the Caribbean coast in Guatemala to help support community tourism development, and I am also the President of a regional community tourism alliance that spans the Maya Caribbean in Guatemala and Honduras and is focused on developing sustainable tourism.

Graciela Coy

Director, Ak'Tenamit, Guatemala

Pre-Covid, I did not spend much time in my territory, (but) worked with provincial and territorial organizations to build tourism from the grassroots level, developing support and toolkits throughout the country. Since Covid-19, I have been working virtually to connect with communities across the country.

Teresa Ryder

Director of Business Development, Indigenous Tourism Association of Canada

What are some of the most difficult challenges in starting and growing social enterprises?

At the national level, there is no framework to support Indigenous women [in Belize]. We need improvement in tourism training and entrepreneurship for women. The challenge is knowing yourself and where you come from before giving of yourself and working to be meaningful and impactful. This is very challenging and women need to find mentors to help assist. There is a need for a community support network for women to know they can be catalysts for change.

Uhwanie Martinez

Owner and Manager, Palmento Grove Eco-cultural and Fishing Institute, Belize

There is a lack of resources in Indian Country–revenue or capital for women. Montana has a grant available for small business: $14k for Indigenous enterprises, but not every state does this and they should for Indians around the country.

Olivia Rose Williamson

Founder, Indian Battle Tours, United States

The lack of access to economic resources and management has been challenging. Women are also very affected by the pandemic; businesses have been closed for a long time. Protocols are now being implemented, but there is a need for training and equipment for preventing the spread of COVID-19. Women need investment and revenue following COVID closings.

Graciela Coy

Director, Ak'Tenamit, Guatemala

Teresa Ryder

Director of Business Development, Indigenous Tourism Association of Canada

How have you overcome these challenges?

When I started in tourism, I attended one of AIANTA’s American Indian Tourism Conference that pushed partnership with other businesses and building networks, so I continued trying to develop partnerships. I faced backlash and lack of interest and someone trying to shut my business down (even though the land being fought over was my ancestral land). But I continue telling myself that I own the land and have to keep going and remembering that.

Olivia Rose Williamson

Founder, Indian Battle Tours, United States

I have been reflecting on women entrepreneurs and celebrating diversity in Canada. In selling Indigenous tourism experiences, I advise that an Indigenous perspective is layering on the experience because it’s focusing on the whole story. I suggest looking into using social media to share and highlight unique stories, and overcome challenges in this way–by developing tools and celebrating success.

Teresa Ryder

Director of Business Development, Indigenous Tourism Association of Canada

In playing so many roles in educating Indigenous youth in tourism, having restaurants, gift shops, and accommodations, how do you see the values of your story integrated into what you are doing at different levels?

It was very important for me to have my Maya heritage be known and to integrate community and cultural diversity in all that I do, to incorporate protection of our lands and protected areas in our work, and to share the richness of our culture. I work as an organization leader and founding member; it’s important that I manage the whole organization based on these values.

Graciela Coy

Director, Ak'Tenamit, Guatemala

Similarly, how do you see the values of your story integrated into what you are doing at different levels?

It centers back on the reality of being Indigenous women. Cultural tourism that is authentic is never just for money; there is a deeper purpose in sharing culture and richness with the world. There is so much value in our lives as Indigenous people that so many forces are trying to silence. My uniqueness is using my role and feminine energy to encourage people around me to love who they are and preserve Indigenous culture and appreciating who I am as Garifuna whose ancestors have fought centuries to keep my culture alive in the Caribbean. I leave conferences with a notion of partnership and phantom energy, and it drives it home that it’s important to stay true to self and share my truth and share this through tourism.”

Uhwanie Martinez

Owner and Manager, Palmento Grove Eco-cultural and Fishing Institute, Belize

In thinking about resilience, how would you define it and what advice would you give?

In Belize, there is a need for more unity and structure. We need organizations that recognize Indigenous entrepreneurs for financing, training in business literacy, and cultural training to make sure the superficial standpoint is not the primary motivator.

Uhwanie Martinez

Owner and Manager, Palmento Grove Eco-cultural and Fishing Institute, Belize

There are three aspects in Guatemala that are important for Indigenous women in order to develop their communities: have access to economic opportunities; education; have policies in place that recognize full participation of Indigenous women.”

Graciela Coy

Director, Ak'Tenamit, Guatemala

I think there is a grounding energy in being “of a place”. Fundamentally being Indigenous people and being grounded in that energy and place and knowing who you are and sharing this through your business and tourism aids in resilience. My advice would be that entrepreneurship is not for the faint of heart--there has to be a grittiness and determination to push through difficulties. Go back to the foundation that you are a good business grounded in your community and network of people. Stay centered on your community experience.

Teresa Ryder

Director of Business Development, Indigenous Tourism Association of Canada

Any further advice?

My advice is to do your best, stay with your purpose, become well-rooted, and you can endure the storms. Be purpose-driven, listen to the voice of your ancestors, and let them guide you. Indigenous tourism has to be balanced between capitalism and Indigenous values.

Uhwanie Martinez

Owner and Manager, Palmento Grove Eco-cultural and Fishing Institute, Belize

My advice is to develop a business plan, then go to government or state or provincial resources to develop an LLC. Depending on what you want to do for your business, make sure you are investing in your business. Keep going one step at a time, do not get overwhelmed, and just be patient.

Olivia Rose Williamson

Founder, Indian Battle Tours, United States

In Canada, there is a checklist that is recommended to follow to figure out what is relevant in regulations. Know what your skill set is and develop that space. You don’t have to do everything for Indigenous people, just tell your story.

Teresa Ryder

Director of Business Development, Indigenous Tourism Association of Canada

The First-Ever Indigenous Tourism Forum of the Americas

GW IITSNovember 11, 2020December 21, 2020Leave a comment

A New Collaborative Network Takes Shape

The first-ever indigenous Tourism Forum of the Americas, held October 12-16, invited speakers and leaders to explore the significance of Indigenous tourism in the Americas, the impacts of COVID-19 on Indigenous tourism, and how to recover and prosper in the aftermath.

Before the spread of COVID-19, tourism was providing a very promising approach to sustainable development in Indigenous communities—to generate income, alleviate poverty, increase access to healthcare and education, and conserve cultural and natural resources.

Even as COVID-19 continues to ravage tourism and hospitality economies, thought leaders in the Americas have turned their attention to the future, to recovery and rebuilding.

Ancient Indigenous communities gained resilience and strength through exchanged knowledge and shared goods, ensuring peace and prosperity and empowering Indigenous people to determine their own fates and futures. We at the George Washington University International Institute of Tourism Studies (GW IITS) brought two other institutions with overlapping Indigenous missions together in 2019 to explore how ancient networks throughout the Americas could be re-imagined to empower Indigenous tourism.

The original Indigenous Tourism Forum of the Americas was planned as an in-person event to be held in the spring of 2020 in New Mexico, and then COVID-19 struck. Pivoting, the GW IITS and the Organization of American States (OAS), in collaboration with the U.S. Bureau of Indian Affairs (BIA), held a webinar to discuss the impacts of COVID-19 on Indigenous tourism and what could be done to mitigate them. The main takeaway was the need for stronger communication, networking and recovery planning.

Inspired by these results, the three organizing entities—led by faculty and students of GW IITS—became the driving force behind a forum held in October, a virtual gathering of Indigenous tourism leaders and tourism industry leaders from across the Americas—Canada, USA, Central America, South America and the Caribbean.

More than 230 participants came together to explore many vital topics, including a collaborative network that could attract attention, support, research, and commerce to sustain economic recovery for Indigenous communities engaged in tourism through and beyond COVID-19. Participants engaged enthusiastically in the Forum’s deep and wide program—

Each day included inspiring keynote addresses. We heard from Governor of Acoma Pueblo Brian Vallo, who has been a friend of cultural tourism for decades; the chef and TV personality Loretta Barrett Oden, with a message about the centrality and importance of food in tourism; CEO of Indigenous Tourism Ontario Kevin Eshkawkogan gave a presentation on strategic tourism planning; and Pilar Montesino Cusiyupanqui reinforced the importance of collaboration as President of the Regional Network of Community Tourism (Peru).
More than 30 Indigenous tourism practitioner panelists, including the current President of the National Congress of American Indians, discussed economic recovery, tourism planning and development, protecting intellectual and cultural property, and feasible visitor experiences post-COVID-19. For notable quotes from speakers and organizers, click here.
Panels were moderated by editors and writers from Indigenous and national media, including National Public Radio, Indian Country Today, National Geographic Traveler, and Skift.
High level participation included ministerial, federal and state and tribal government leaders from Mexico, the United States, Dominica, Panama, Peru, Ecuador and El Salvador with messages of support for Indigenous tourism.
Also outstanding were the number of sustainable tourism guideline presentations. They included global good practice (Planeterra, G Adventures, GWU), community-based rural tourism (OAS), Reconciliation Action (Intrepid Travel and Australia), Indigenous tourism (UNWTO and World Indigenous Tourism Alliance), and authentic Indigenous experiences (Indigenous Tourism Association of Canada).
With an emphasis on the need to leverage technology during COVID-19, destinations across the Americas presented entertaining, informational video tours.
Key to the recovery going forward, there was a gathering of new advisors to the collaborative made up of Indigenous tourism leaders and tourism industry leaders to discuss challenges and opportunities of a COVID-19 and post-COVID-19 environment.

GW IITS looks forward to continuing to work with OAS and BIA to build on this very strong beginning. The collaborative network’s aspirations—led by GW, OAS and BIA—are worthy of investment: thriving Indigenous tourism communities through increased knowledge and capacity, leaders valuing their contributions and supporting their development, and visitors from across the globe able to experience the wonders of Indigenous lands and life.

To listen to excerpts from speakers and organizers, please subscribe to the Indigenous Tourism Forum of the Americas on Youtube.

Students Rise to COVID-19 Recovery Challenges in Belize and Grenada

GW IITSOctober 7, 2020December 21, 2020Leave a comment

Every year, students from the George Washington University Master of Tourism Administration program (MTA) spend two weeks over the summer working on consulting projects for a travel destination. They tackle real life tourism challenges and assist countries beyond the U.S. in their sustainable tourism development aspirations.

Seleni Matus, Executive Director of GW International Institute of Tourism Studies explains: "the summer practicum provides MTA students with unique opportunities to apply theoretical knowledge and see for themselves the challenges and opportunities associated with sustainable tourism." Matus has organized and led the short-term study away programs with GW students in prior years to Italy, Indonesia, Mexico and Cuba.

In pandemic 2020, traveling was out of the question, so digital strategy, adaptation and resilience were required. GW students who would have been traveling to Kazakhstan for on-the-ground experience performed instead in the first-ever virtual summer practicum assisting the Belize Ministry of Tourism and the Grenada Tourism Authority with COVID-19 recovery planning efforts.

By the time the international tourism consulting project began in May, tourism industries throughout the Caribbean were diligently preparing to begin reopening their borders, and there was an urgent need to help micro and small tourism businesses to prepare to reopen safely. To assist where Belize and Grenada most needed it, the students developed digital strategies for the most pressing needs.

Prior to engaging with stakeholders, student teams conducted background research on their destinations and on global COVID-19 recovery best practices. Initial research done, the student teams proceeded to engage stakeholders virtually. They conducted surveys, business focus groups, and interviews with industry professionals.

The student teams created a COVID-19 Tourism Dashboard framework and a Digital Communications Toolkit for Tourism Businesses with specific advice for hoteliers. One of the team leaders, Monica Schmidt reflected, “Our team’s most significant contribution was initiating a deeper conversation around digital transformation for the Belize tourism sector.”

Reflections from other students on their experiences can be found here.

The challenges of conducting virtual practicums were real, but so were the students’ results, and the students’ products were very well-received. Being inside a country you are trying to assist in its tourism development efforts has obvious advantages, but the GW MTA students working virtually created and developed digital strategies for Belize and Grenada that prove mastery of the virtual space can be just as useful.