Uncategorized – International Institute of Tourism Studies

A Year of Firsts for Indigenous Tourism

grace.wallinJanuary 5, 2024January 5, 2024Leave a comment

As a new year begins, the International Institute of Tourism is brimming with excitement over the momentous developments made in Indigenous tourism in 2023. From the “National Parks and Native Trails of the Dakotas” tour launched in May, to the inaugural Indigenous leaders lecture series held in December, there has been a stream of firsts for GW and our partners. Here is a closer look at some of these groundbreaking events:

First Distinguished Indigenous Leaders Lecture Series

As cultural heritage tourism grows in popularity, the need to connect Indigenous leaders with leaders in the tourism industry is more important than ever. This need inspired the creation of the first Distinguished Indigenous Leaders Lecture Series, hosted in December by GW International Institute of Tourism Studies (IITS) in partnership with the International Tourism Collaborative of the Americas (ITCA).

The lecture series opened with a powerful statement by Kathy Baird, member of the Rosebud Sioux Tribe, chief communications officer of the Washington Post, and advisor to the board of Illuminative, a non-profit working to rewrite the narrative of Native peoples. Unable to attend due to illness, her statement was read by moderator Ed Hall.

“We have to break through whenever and wherever we can with the truth about Native people…to disrupt the invisibility of Native Peoples. And what is indigenous tourism development, if not a powerful disruption of Native invisibility?” her statement read.

Keynote speakers focused on the way the NATIVE Act, passed by congress in 2016, has reinforced efforts by the tribes to develop, manage and control Indigenous tourism, and how the NATIVE Act could be better implemented and supported today.

“The NATIVE Act reminded the tourism industry and national tourism strategists that we are still here and have so much to offer,” Baird’s statement read.

The event was widely attended on livestream by Indigenous and industry leaders from throughout the Americas. It brought Indigenous leaders to the Jack Morton Auditorium stage from across the country, including representatives from the Native tourism alliances in North Dakota, South Dakota and Montana and federal government leaders from the Departments of Interior, Commerce, Transportation, State and Agriculture. The success of the event highlighted how collaborations between tribes, governments, industry and universities can accelerate Indigenous tourism development.

*SDNTA Test Tour of Oglala Lakota Living History Village, Pine Ridge Reservation, Summer 2022.*

“National Parks and Native Trails of the Dakotas” Tour

In May, the South Dakota Native Tourism Alliance (SDNTA), in partnership with GW Tourism Institute and the South Dakota Department of Tourism, debuted a groundbreaking tribal lands tour. The nine-day excursion takes visitors through tribal lands in both South Dakota and North Dakota, and is currently the only experience of its kind proffered through a national tour operator, Destination America.

On the tour visitors spend time with the Sicangu Lakota Nation, Oglala Lakota Oyate, and the Standing Rock Sioux Tribe, where they meet with Native artists and performers, visit Wounded Knee Memorial and Sitting Bull Monument, sample authentic Native American food, and experience traditional storytelling. It is an opportunity to learn directly from native people about their history and culture through their own stories and landscapes.

The early stages of the tour’s development faced some pushback as the tribes expressed concerns surrounding the protection of sacred sites. Many tribal members also felt that the tour would create opportunities for economic growth and cultural education.

“There are a lot of romanticized stories written about our people,” said Sarah Kills In Water, SDNTA member, in an article on the tour for Bloomberg News. “We thought it was a great opportunity for reconciliation and educating people about who we are today.”

The tour is tribal-led and visits almost exclusively tribal-owned businesses, and ultimately the tribes decide what sites and aspects of their cultural heritage are shared with visitors.

Recently GW has been working with the SDNTA to help them establish themselves as an independently operated nonprofit organization at the state and federal level. Becoming an independently operating nonprofit will allow SDNTA to further expand as an organization, partnering with industry organizations and fundraising for native tourism initiatives.

Indigenous Tourism eLibrary Launch

Major support for Indigenous tourism development arrived in August with the launch of the Indigenous Tourism eLibrary. Created by the Indigenous Tourism Collaborative of the Americas (ITCA) – a partner of the GW International Institute of Tourism Studies – the eLibrary is the first and only repository of its kind to focus specifically on Indigenous tourism.

The eLibrary is the inaugural project for ITCA, whose vision is to help Indigenous communities across the Americas benefit from cultural tourism. This means not only economic growth for Indigenous communities but also the preservation of natural and cultural resources.

Entries on the site range from toolkits and guidelines to case studies and industry research, all aimed at helping develop and manage sustainable Indigenous tourism. Indigenous businesses, as well as government, nonprofit and industry partners, can search topics ranging from community development, environmental conservation, digital marketing, visitor management and many more. The articles can also be filtered by English or Spanish.

Contributors to the library currently include the World Indigenous Tourism Alliance, the United Nations Tourism Organization, Intrepid Travel, The Travel Foundation, Planeterra and the FSC Indigenous Foundation, to name a few, but additional resources to the eLibrary are added on a rolling basis. One may have been added as you read this post… You can check and see at https://elibrary.indigenoustourismamericas.org/

Traveling Forward: Destination Stewardship Efforts Across the U.S.

amandareiserMay 12, 2023May 12, 2023Leave a comment

Travel Forward is the theme of the 2023 National Travel and Tourism week in the United States. At George Washington University International Institute of Tourism Studies (GW IITS), we are traveling forward by assisting destinations at the forefront of tourism sustainability, stewardship and community engagement. We help tourist destinations go further and engage their communities at a deeper level to create meaningful change for locals and visitors alike.

We’ve had the privilege of working with a variety of destinations on their aspirations to travel forward. Here are a few reflections from three projects we have been working on in the past year.

Jackson Hole – Leaning into a Sustainable Future

In Jackson Hole, Wyoming, tourism was beginning to overtake the community. As visitation levels rose higher, and rose throughout the four seasons of the year, mitigating the negative visitor impacts on the environment and the community became increasingly difficult. Working with the Jackson Hole Travel and Tourism Board (JHTTB), GW IITS and Confluence Sustainability developed a Destination Stewardship Plan during an 18-month planning process. A strong focus on community impacts and engagement drove the planning process and generated record participation from the community through a resident sentiment survey and workshops. In order to fully represent the wide range of community interests and initiate the destination stewardship plan, Jackson Hole is creating a destination stewardship council to implement the plan. This month, JHTTB hired a Destination Management Coordinator to support the destination stewardship council. To learn more about GW IITS’ work in Jackson Hole visit our blog and check out the plan on the JHTTB local engagement site at https://www.visitjacksonhole.com/locals.

Maine - Connecting Cultural and Natural Assets

At the recent Governor’s Conference on Tourism, GW IITS Executive Director Seleni Matus spoke on Outdoor Recreation and Cultural Tourism: Where Discovery Meets Inspiration. Matus urged connecting Maine's cultural and outdoor recreation landscapes to create compelling new visitor experiences in Native American communities.

Native American tribes–the Wabanaki–have rich culture, landscapes and experiences to offer visitors. To help integrate Wabanaki culture and landscapes into the Maine visitors’ experience, GW IITS is partnering with the Four Directions Development Corporation (FDDC), with support from the Maine Office of Tourism, to facilitate the creation of a multi-year Native tourism development and management plan for the Wabanaki Tribal Nations in Maine. The project will assist Wabanaki Tribal Nations develop additional tourism products and experiences to offer visitors. Adopting the plan will help Maine tourism travel forward and gain new opportunities for increased visitation and enhancement of visitors’ experience while the Wabanaki Nations gain opportunities for economic development and creation of Native tourism products that share their cultures. The development and management plan is expected to be completed in August.

Ketchikan – Creating a Collaborative Sustainability Strategy

In every destination traveling forward, collaboration is key. At the southernmost boundary of Alaska, in the Southeast Panhandle, lies the Ketchikan Gateway Borough, also known as the “Gateway to Alaska”. Its natural beauty as an island rainforest and its rich cultural heritage is the first Alaskan cruise stop for many travelers to the 49th state. In 2022, more than one million cruise passengers visited Ketchikan, a destination with approximately 8,000 residents. In order to stay ahead of the crowds and manage tourism before impacts became irreversible, the Ketchikan Gateway Borough (KGB) called upon GW IITS and Confluence Sustainability to facilitate creation of the Ketchikan Tourism Strategy over a 15-month process. In order to execute an impactful strategy, cross-jurisdictional collaboration was critical, i.e. collaboration among Ketchikan Gateway Borough, City of Ketchikan, City of Saxman, Village of Saxman, Ketchikan Indian Community, and KGB lands. With so many jurisdictions present and fragmentation of tourism efforts a reality, a shared vision was needed to tackle complex challenges and balance the needs and aspirations of all communities and stakeholder groups. Read about early phases of the KTS development in our blog post here.

Taos – New Entry in the Travel Forward Movement

Taos is another destination that has committed to travel forward, recently joining a growing number of destinations – Jackson Hole, Breckenridge, Vail, Sedona, Park City – that are developing and implementing tourism plans focused on sustainability and stewardship. GW IITS is excited to assist this culturally and naturally rich destination alongside our partner, the Center for Responsible Travel (CREST), to create a destination stewardship plan of responsible tourism practices that promote, preserve, and celebrate Taos’ natural and cultural heritage.

GW International Institute of Tourism Studies Celebrates Native American Heritage Month

amandareiserNovember 30, 2022November 30, 2022Leave a comment

The George Washington University International Institute of Tourism Studies (GW IITS) celebrates big news this month. Our ongoing facilitation of the South Dakota Native Tourism Alliance makes us especially proud to announce that Alliance members Tiana and Guss Yellowhair were recently presented the “Excellence in Customer Service” Award from the American Indian Alaska Native Tourism Association (AIANTA).

We are also celebrating the addition of Ed Hall to the GW IITS team as the Indigenous Tourism and Economic Development Executive in Residence.

*Guss and Tiana Yellowhair at the AIANTA Excellence in Tourism Awards. Photo from the South Dakota Native Tourism Alliance*

The Yellowhair father and daughter, Guss and Tiana, own Tatanka Rez Tourz on the Pine Ridge Reservation, established in collaboration and partnership with many local, regional and national Native organizations. At the 2022 AIANTA conference, the Yellowhairs were cited for their “Excellence in Customer Service”, an award commending their work providing authentic Native tour experiences to visitors while educating them about Native issues.

Takanka Rez Tourz connects visitors with the Lakota language and culture and provides past and present history of the reservation. “A lot of hard work and long days went into this business in order to share knowledge, build bridges and carry-on the traditions and practices of everyday Lakota teachings,” said Gus Yellowhair to the Lakota Times.

Tanka Rez Tourz provides male, female, elder and youth perspectives. The Yellowhair team make visitors feel welcomed and at home and introduces them to etiquette that best respects Native communities.

As artists, Guss (a traditional hide drum-maker) and Tianna (an illustrator) share their work and invite local artists and performers to showcase their talents–singing, dancing, speaking, performing or storytelling. Visitors experience Lakota artistry firsthand.

GW IITS treasures their partnership in the South Dakota Native Tourism Alliance and applauds their exemplary business model and excellence in customer service.

We are also celebrating the addition of Ed Hall as Indigenous Tourism and Economic Development Executive in Residence. Ed’s distinguished background in Indigenous tourism includes three decades of experience at the U.S Bureau of Indian Affairs (BIA), including more than two decades as BIA Tourism Coordinator. Ed has spearheaded innumerable initiatives that continue to have major positive impacts in Indigenous tourism.

He established a permanent tribal presence in the National Academy of Science Transportation Research Board, which led to the Inter-tribal Transportation Association, an arm of the National Congress of American Indians (NCAI). That series of events helped raise Indian roads funding levels from $100 million in 1992 to more than $550 million in 2021.

Ed helped write and guide the Native American Tourism Improving Visitor Experience (NATIVE) Act, a law designed to increase American Indian, Alaska Native and Native Hawaiian capacity for tourism. Ed was also lead staff for the U.S. Department of Interior in the implementation of the NATIVE Act, which has been subsequently funded annually since 2018.

Ed’s work has ensured that tribal groups are included in U.S. agency programs and discussions. He created the tribal outreach program for the National Scenic Byways America’s Byways Resource Center, and was instrumental in establishing the American Indian Tourism Conference in 1998 which led to the formation of American Indian Alaska Native Tourism Association (AIANTA). He represented the BIA in the creation of the Tribal Technical Assistance Program for the Federal Highways Administration and contributed to the incorporation of Indian Country into Lewis and Clark Bicentennial and Sesquicentennial of the Civil War commemorations. A speech Ed gave on U.S. tribal tourism at the Organization of American States (OAS) Ministerial on tourism in Lima, Peru, led to a collaboration between OAS, the Office of Indian Economic Development (OIED) and GW IITS and the creation of the Indigenous Tourism Forum of the Americas and the Indigenous Tourism Collaborative of the Americas.

In addition to his new role for GW, Ed serves on the Executive Council of the Native American Food Sovereignty Alliance (NAFSA), is an Advisory Board Member for Travel Unity, is the President of the Carlisle Indian School Project Board of Directors, and is on the Advisory Board of the Anne Marie Deruyttere Indigenous Peoples Foundation.

This Native Heritage Month, we proudly celebrate the accomplishments of Guss and Tianna Yellowhair and the talents and vision of Ed Hall, whose commitment to building Indigenous community capacity, amplifying Indigenous voices, and creating positive change will lift GW IITS efforts to promote, develop, and sustain Indigenous tourism.

The Dakotas Create Culturally-Rich Visitor Tour with Help from the GW International Institute of Tourism Studies

amandareiserNovember 15, 2022November 15, 2022Leave a comment

Indigenous people living in the Great Plains, Black Hills, and Badlands have recently developed a new one-of-a-kind Dakotas tour and are excited to be able to welcome visitors and share their history and culture. Destination America, in partnership with the South and North Dakota Tribal Nations, South Dakota Department of Tourism, and the George Washington University International Institute of Tourism Studies (GW IITS), has created and will offer a nine day cultural tour of tribal lands in the Dakotas starting in Spring 2023. This tour, called “National Parks and Native Trails of the Dakotas,” is a fascinating journey through South and North Dakota. Travelers can take the tour from May through August in a 20-30 person coach.

Creating the tour took intense collaboration, time, and testing. The tour is designed to delight visitors in meaningful Indigenous tribal experiences, support local Native American communities and allow tribes to share their culture, history and legacy in their own ways through the powerful incorporation of storytelling.

GW IITS supported the South Dakota Native Tourism Alliance (SDNTA) and North Dakota Native Tourism Alliance (NDNTA) during the tour planning process which included a familiarization (FAM) tour for Destination America, in-person product development workshops, and a test run of Destination America’s multi-day tour.

*Visitors learn about the geography and culture at Pine Ridge Reservation*

Tour development began back in July 2021 with the FAM tour showcasing tourism sites and attractions in South and North Dakotas that could be included in a tour itinerary. Sites included the Lakota Youth Development Initiative and many points of interest on Pine Ridge, Rosebud and Standing Rock Reservations, as well as the Mandan, Hidatsa, and Arikara Nation. The FAM tour was led by SDNTA and NDNTA members.. GW IITS’ participation during the FAM tour helped identify technical assistance needs for development, pricing and successful operation of the new tour.

*A guide presents stories and history at the Sitting Bull Visitor Center*

GW IITS held in-person product development studio workshops and training sessions in November 2021 for each tribal nation and native organization contributing to the developing tour. Tribal participants were guided in creating engaging itineraries that are profitably priced. At the workshop’s conclusion, all the tribes and organizations were ready to submit their tour packages–itineraries and prices–to Destination America.

*Visitors got a hands-on approach to learn about Native culture during the Oglala Lakota Living History Village Tour*

The final step of the tour development process was a test tour of the multi-day itinerary. In July 2022, GW IITS and the SD Department of Tourism co-hosted a four-day test evaluating the tribal components of the upcoming tour. Planned stops in national parks and monuments were not included in the test. The twenty test participants were a mix of tour operators, marketers, guides, and SDNTA members who provided practical feedback on touring sites on the Pine Ridge Reservation, Rosebud Reservation, the Lakota Youth Development Camp in Milks Camp, and the Sitting Bull Visitor Center in Standing Rock Nation. Activities included storytelling performances, a traditional native food tasting of dishes made with fresh produce, a Native tea demonstration and touring a living history village, cultural heritage museums and art galleries.

Traditional Native food was served for lunch at the Lakota Youth Development Tour

Rated a great success, the test tour gave tour providers valuable practical insights and guidance and allowed tour providers and operators to strengthen their developing relationships.

The National Parks and Native Trails of the Dakotas tour launches to great fanfare in the Spring of 2023. Proud participants GW IITS, SDNTA, NDNTA, Destination America, and participating tribes and national parks are all excited to share the first-of-its-kind tour with curious travelers.

For more information about this tour, visit the tour package from Destination America here: https://www.trafalgar.com/en-au/tours/national-parks-and-native-trails-of-the-dakotas

It was all smiles during the FAM tour at the Rosebud Reservation

Creating a Tourism Strategy to Sustain Unique, Thriving Ketchikan, Alaska

amandareiserOctober 28, 2022November 15, 2022Leave a comment

Lovely, once-sleepy Ketchikan has evolved into the Gateway to Alaska and Salmon Capital of the World. Set within the Tongass National Forest on Revillagigedo Island in a salt-water channel, Ketchikan is a steep and narrow town with a creek running through it and a mountain rising immediately east of downtown. Bursting with natural beauty and cultural heritage, it has become one of Alaska’s most popular cruise ship stops.

Before the Covid-19 pandemic, the number of cruise passengers visiting Ketchikan began to overwhelm the town. In 2019, cruise visitors outnumbered the 14,000 locals 88 to 1. While the 2020 cruise season was cut short and the 2021 season canceled, cruise visitation made a strong comeback in 2022 with arrivals anticipated to match or pass the 2019 season.

Recognizing that the impressive rate of tourism rebound and constant outpouring of cruise visitors could overwhelm their small community, the Ketchikan Gateway Borough (KGB) government partnered with Confluence Sustainability and the GW IITS to evaluate the state of tourism in Ketchikan and help create a plan to sustain tourism, the top industry, while protecting the local people, land, and culture that makes Ketchikan such a desirable destination.

KGB Planning Director Richard Harney captured the essence of the project: “Ketchikan is a host community. Hosting and entertaining people from all over the world is what we do and who we are. We, as a community, invite people to Ketchikan so we can share our culture and heritage, but over the years, we as a community have somewhat forgotten this as the single-day visitors have overwhelmed some of the community. GW IITS has been a huge help to our community in figuring out what tourism looks like in the future. I am excited about where we have come from and where this process will take us.”

The GW IITS began working with the KGB in January 2022 to complete a destination assessment and formulate the Ketchikan Tourism Strategy (KTS).

The first phase of this project included a situation analysis evaluating the current state of tourism and sustainability in the destination. Next, the situation analysis was validated during an onsite visit in July 2022 where nearly 85 local stakeholders engaged in focus groups, interviews, and community meetings (with roughly 300 more participating in this meeting on Facebook live). Simultaneously to stakeholder meetings, a resident survey was conducted to evaluate resident sentiment towards tourism, and a visitor review analysis was completed using online reviews from Tripadvisor to gain visitors’ perspectives. Residents in Ketchikan recognize the importance of tourism in the economy but feel that it can negatively impact traffic and congestion, the natural environment, and more. Tourism management is an important factor for the future of Ketchikan, and residents would like to be actively engaged in this process.

*Richard Harney, Planning Director of the KGB, addresses tourism stakeholders during a KTS workshop*

After evaluating stakeholder, resident and visitor responses, the situation analysis was updated and the GW IITS/Confluence Sustainability team returned to Ketchikan in October 2022 to conduct visioning and planning workshops. Attended by 46 tourism stakeholders, the workshops prioritized key issues previously identified and discussed some potential solutions. To enhance the validity of those discussions with a larger sample, the GW IITS/Confluence Sustainability team set up a table at a local art walk event, an additional opportunity to meet with members of the community and engage another 50+ residents on their views about key tourism issues.

*Residents share their perspectives on tourism issues during the Ketchikan art walk*

Between the site visits, key meetings were held with local governance entities including the Ketchikan Indian Community, the Ketchikan Visitors Bureau, the City of Ketchikan, the KGB, and the Chamber of Commerce. A Steering Committee and Community Advisory Committee were regularly consulted throughout the planning process.

The development of the Ketchikan Tourism Strategy will be completed in Spring 2023, including an implementation plan and toolkit to guide Ketchikan to a more sustainable tourism future. For the dedicated community that lives and loves Ketchikan, it’s a key step toward protecting their treasured resources and rich heritage while maintaining a thriving tourism economy.

Gastronomy and Wine Tourism in the Republic of Georgia–GW Tourism Students Reflect on Their Consulting Experience Abroad

amandareiserSeptember 28, 2022November 15, 2022Leave a comment

The GW International Institute of Tourism Studies’ Consulting Practicum provides Master of Tourism Administration students with opportunities to participate in ongoing research and consulting projects that support sustainable tourism development. Each year, we partner with a select university in a host country to address tourism development issues and identify strategies, sustainable products and markets for these destinations. The 2022 consulting practicum took place in Tbilisi, Republic of Georgia in partnership with Caucasus University. Student consultants were paired with local Georgian students and tasked with assessing 36 local wineries, accommodation providers and attractions in Kakheti–the foremost wine region in Georgia. The students also developed new product ideas and identified marketing optimization strategies. Some students who were involved in the consulting program are now working with USAID-Georgia to develop and pilot test a Wine Passport initiative.

This project was made possible by funding and partnership with USAID-Georgia Economic Security Program and the Georgia National Tourism Administration.

Three student consultant participants from this program shared some of their thoughts and experiences from the recent project in the Republic of Georgia.

“Our group's contributions primarily expanded the toolbox that Georgia’s wine tourism industry planners and strategists can use to gain competitive advantage and draw new attention to the region. The field work we conducted helped to identify the needs and capacities of smaller operators and to help prioritize these needs. To me, the most significant contribution we made was to bring less-noticed voices into the conversation so that they can benefit equally.” - Ad Lane

“We provided about a dozen actionable recommendations to our Georgian project sponsors based on a combination of academic and field research. Tourism stakeholders will decide whether to adopt or modify our recommendations but we believe they’re great starting points to improve existing products, increase marketing and introduce new products to Georgia's gastronomy and wine tourism sector.” - Anthony Chu

“Before going to Georgia, we spent time in a classroom setting learning about the principles and ethics of business consultation and this knowledge proved to be helpful and applicable once onsite. The social collaboration approach we learned about to gather data and information helped to identify key issues while completing analysis.” - Abraham Soyem

“For many Georgians, wine is part of daily life, not only in consumption but also production. Georgia heritage and lineage, like the grapevines, are nurtured by the land and community appreciation for small beginnings. In the month before our project in Tbilisi and Kakheti, I visited 7 other countries but Georgia felt closest to home despite being so different to where I come from. Truly, the most surprising personal finding was how eager I was to come back and continue my work in the country as soon as I left.” - Ad Lane

“We visited more than 30 businesses and organizations that provide tourism services, with many locations marketed as small-enterprise stops on the Wine Route. I was most surprised that some of the businessowners we encountered were solidly in other professions and in some instances treated operating the winery as a hobby, a personal passion. That they are able to build a business like a winery as a part-time gig while working full-time in another city says a lot about their drive, and I hope they benefit from our team's work.” - Anthony Chu

“Personally, I learned a lot from this project on becoming a business consultant. A key consideration for businesses is to network and broaden different services they provide in order to reach goals. When setting these goals, it is important to keep them attainable for the business itself, working closely with the business along the way and considering these potential partnerships.” - Abraham Soyem

“I experienced the famous Georgian hospitality first-hand and witnessed the legacy of Georgia's "cradle of wine" region in the country’s economy.. I enjoyed the culture-sharing, observing the intellectual interactions between the staff and students at Caucasus University, and learning about the structure of Georgia’s tourism industry.” - Anthony Chu

“The most meaningful aspect of the lovely and welcoming Georgia experience was the opportunity to collaborate with future leaders of the country's tourism industry studying at Caucasus University. Their exuberance, creativity, and resourcefulness gave me confidence in the work we left behind.” - Ad Lane

“Traveling to a new country, experiencing the local sights and culture, and working with both GWU and Caucasus University staff and students were the most worthwhile aspects of the study abroad experience. I'm a history buff, but even so, I learned a lot I didn’t know about the history and culture of Georgia, the region, winemaking and gastronomy. I regret I didn't spend extra time in the area and explore further, but it gives me an excuse to travel back as a tourist!” - Anthony Chu

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

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.

“Tribally-Driven Tourism Success Is on the Horizon” Native American Tourism Development Plan Unveiled for South Dakota

GW IITSOctober 8, 2021October 8, 2021Leave a comment

Efforts are underway to ensure the inclusion of Native American communities in South Dakota tourism through the launch of the Native American Tourism Development and Management Plan, 2020-2025, South Dakota. This is one of the first initiatives of its kind under the Native American Tourism and Improving Visitor Experience (NATIVE) Act and was unveiled at an event held on August 26, 2021, at the Journey Museum in Rapid City, South Dakota.

In her virtual address to the audience, Denise Edwards, Acting Director of the Office of Indian Economic Development, commended the group’s efforts. “One fact stands out: none of the progress would be happening without the commitment to do the work and to do the work together,” she said. “The South Dakota Native Tourism Alliance is one of the first in the nation to attract these funds and begin the South Dakota tourism development journey. What this group is pursuing is groundbreaking. Now the plan is made, tribally-driven tourism success is on the horizon.”

Under the new plan, the first alliance of its kind brings together nine federally-recognized tribal nations in South Dakota to form the South Dakota Native Tourism Alliance (SDNTA), a network of more than sixty organizations and local, state, and federal partners, working together to develop Native American tourism as a catalyst for economic growth. This tourism development initiative has been steered by the George Washington University International Institute of Tourism Studies in partnership with its South Dakota and federal agency partners including the Office of Indian Economic Development, U.S. Department of the Interior.

At the event, more than 100 stakeholders, including tribal leaders and tourism industry champions, celebrated the journey to date alongside presentations of tourism tactics which will be rolled out throughout the region over the next few months.

Tribal Nations in South Dakota are stewards of a diverse array of natural and cultural resources that offer untapped possibilities for tourism. However, these communities remain hidden gems despite the many recreational opportunities available—outdoor activities including hunting and fishing, rich cultural and sporting events such as wacipis, rodeos and fairs, and gaming opportunities.

“I think the South Dakota Native Tourism Alliance is a potential revenue source for our tribes, and it’s a way for our tribes to generate income, alleviate poverty, and help us to conserve our natural resources and culture,” said Dew Bad Warrior-Ganje, a member of the Cheyenne River Sioux Tribe and vice president of the Black Hills Pow Wow, who has been working closely with the GWU IITS team over the last three years.

(Left) Ira Taken Alive, Vice-Chairman, Standing Rock Sioux Tribe; (Center) Dew Bad Warrior, Event Coordinator and Vice President, Black Hills Powwow Association; (Right) Representative Tamara St. John, Event MC and District 1 Representative, South Dakota House of Representatives, Sisseton-Wahpeton Oyate

By 2025, the SDNTA envisions Tribal Nations actively working with industry, state, and federal partners to develop Native American tourism experiences that are attracting visitors, encouraging them to stay and experience more in Tribal Nations, and ultimately bolstering local economies and the well-being of Native American communities.

The path forward for this initiative is for the SDNTA to implement the NATDMP with support from Tribal Nation Leadership, GW, the South Dakota Department of Tourism, and a range of industry partners across the state. SDNTA members hope this initiative can be a vehicle for the Oceti Sakowin (the Seven Council Fires) Oyate to enhance economic development through responsible tourism that promotes and maintains Lakota, Dakota, and Nakota values. “The idea is really that the tribal nations are working together to attract tourists and not going at it alone. Ensuring that there is this cross-cultural bridge occurring, and education occurring in tourism, along these trails and byways,” said Seleni Matus, director of the International Institute of Tourism Studies at George Washington University.

Indigenous Tourism Collaborative Of The Americas (ITCA) to Unveil Industry Network to Promote Responsible Indigenous Tourism Across the Americas, October 11, 2021

GW IITSOctober 6, 2021October 6, 2021Leave a comment

NETWORK TO BE ENDORSED BY KATHRYN ISOM-CLAUSE, U.S. DEPARTMENT OF THE INTERIOR DEPUTY ASSISTANT SECRETARY OF INDIAN AFFAIRS IN SPEECH AT 2:00 PM ET TODAY, OCTOBER 6, 2021

The Indigenous Tourism Collaborative of the Americas (ITCA) today announces the launch of an industry network of nearly 100 Indigenous and industry organizations and leaders that will work together to support sustainable Indigenous tourism development across the American continents. The new network will be endorsed by Kathryn Isom-Clause, Deputy Assistant Secretary of Indian Affairs for the U.S. Department of Interior, in her remarks to be given virtually today at 2:00 p.m. EDT to the XXV Inter-American Congress of Ministers & High-Level Authorities of Tourism meeting organized by the Organization of American States and hosted by the nation of Paraguay on Wednesday, October 6, 2021.

The Live Stream can be viewed by clicking the button below.

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An official unveiling of the network will take place Monday, October 11, 2021, at a virtual event beginning with a highly topical roundtable discussion focusing on “Tourism Recovery and Indigenous Resilience in Uncertain Times,” featuring several leading voices in Indigenous tourism development from across the Americas. The event will also encourage sign-on to the ITCA Partner Pledge, as an affirmation of commitment to actively support the launch of this movement to promote responsible Indigenous tourism across the Americas.

In October 2020, the Organization of American States and the George Washington University International Institute of Tourism Studies in partnership with the Office of Indian Economic Development at the United States Department of the Interior hosted the first-ever Indigenous Tourism Forum of the Americas that brought together more than 250 Indigenous tourism organizations, travel companies, and representatives of governments, nonprofits, and academia to discuss the development challenges that Indigenous people face and the role of tourism in driving sustainable economic development.

Join us on the ground floor of this evolution in travel, supporting your Indigenous communities and tourism industry leaders to create a new tourism network of strength, knowledge, and vision. As Indigenous tourism continues to face one of its greatest challenges with the COVID-19 pandemic, let us work together to reconstruct and rebuild a prosperous and resilient Indigenous tourism economy.

Kathryn Isom-Clause

Deputy Assistant Secretary of Indian Affairs, U.S. Department of the Interior

That event inspired a network of nearly 100 Indigenous leaders and leading organizations and public and private industry champions to join forces to create a hemispheric Collaborative that is committed to addressing some of the most pressing issues needed to assist Indigenous communities and tourism to build back stronger. The newly formed ITCA will provide a platform for community leaders, policymakers, and business owners to share their experiences, to learn from one another, to take collective action, and to better understand how to promote change through tourism without compromising their own cultural values.

The ITCA network will set out to steer the growing traveler interest in authentic experiences that provide meaningful connections, particularly with people from other cultures. Indigenous tourism across the Americas offers communities an opportunity to generate income, alleviate poverty, increase access to healthcare and education, and conserve cultural and natural resources.