sustainability – 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.

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

A FEW WORDS FROM SPEAKERS AT THE INDIGENOUS TOURISM FORUM OF THE AMERICAS

GW IITSOctober 28, 2020December 21, 2020Leave a comment

The first-ever Indigenous Tourism Forum of the Americas kicked off on Indigenous People’s Day and brought together key leaders and stakeholders in the development and promotion of Indigenous Tourism across the Americas. Though our speakers and 241 attendees connected online instead of in-person, the dialogue, engagement, and passion for sustainable tourism development in Indigenous communities was palpable.

With many talented and experienced speakers present, several well-articulated key themes emerged from the conference.

THE POWER AND IMPORTANCE OF INDIGENOUS TOURISM

Resilience, Leadership, and Reframing the Conversation Around Indigenous Tourism

Seleni Matus, Executive Director, George Washington University International Institute of Tourism Studies

"COVID has called on all of us to draw on our resources for resilience. Who embodies this quality more than Indigenous people? Despite the odds, here you are to tell and share your stories, to teach, to learn, to listen and ultimately, to lead. We have new opportunities to reframe the conversation around Indigenous development and tourism."

Tourism as a Form of Intellectual Empowerment

Mark Cruz (Klamath), Deputy Assistant Secretary Policy & Economic Development, Office of Indian Affairs, U.S. Department of the Interior

"We as Indigenous people have our own stories, art, foods and histories. Through tourism we are able to share aspects of our culture and to do so on our own terms."

Indigenous Tourism will be Key in Mexico’s Recovery

Honorable Miguel Torruco, Secretary of Tourism, Secretariat of Tourism, Mexico and Chair, Inter-American Committee on Tourism (CITUR), Organization of American States

"Mexico has a historic opportunity to dignify their Indigenous communities that for a long time have been outsiders in the national development and quality of life. After COVID, tourists will prefer to visit smaller areas with nature. As the historic guardians of our mother earth, Indigenous people will play a key role in reactivation of tourism in Mexico and in the world."

Indigenous Tourism Engages Visitors on a Fundamental Level

Brian Vallo, Governor, Pueblo of Acoma, New Mexico, USA

"Tourism engages people. It also connects us to the places and spaces that make up the cultural fabric of our Mother Earth. It is no surprise that Indigenous peoples of the world are engaged in this industry. After all we know the history, we know the landscape and many of the cultural attractions remain a part of our own connections in this time."

Food is Life: Indigenous Cuisine Anchors Indigenous Tourism

Loretta Barrett Oden (Potawatomi), Host of Seasoned with Spirit, USA

"Food is the key to who we are as Indigenous people. Food connects us to our trade roots, in our stories, songs and ceremonies."

KEYS TO SUCCESS FOR INDIGENOUS TOURISM

Taking Ownership of Tourism Enterprise

Ben Sherman (Oglala Lakota Sioux), Chairman, World Indigenous Tourism Alliance, USA

"It is extremely important that indigenous people have ownership of the tourism enterprise. We have seen foreign owners who have taken the profits for themselves. Then, Indigenous people must develop their own knowledge base of tourism and business."

Tourists Want Indigenous Tourism but Research and Resources are Lacking

Keith Henry (Métis), President and Chief Executive Officer, Indigenous Tourism Association of Canada, CanadaImage

"We know visitors want Indigenous Tourism. It is as high as one in three visitors asking (for) Indigenous tourism. But in our country, there is a disparity between the visitor demand and the resources invested in Indigenous tourism. There is just not enough research done on Indigenous tourism and policymakers don’t want to invest in this research, and they support what they know how to support."

By, Not About: Owning the Narrative to Develop Authentic Experiences

Teresa Ryder (Musqueam), Director of Business Development, Canada, Indigenous Tourism Association of Canada

"Indigenous tourism is BY Indigenous Peoples, not about Indigenous Peoples. It is a first-person perspective as an Indigenous person and that is what the tourist is looking for as well. Authenticity and a first-hand perspective, ownership of the narrative, personal connection, unique experiences and positive economic benefit are key to developing authentic Indigenous tourism experiences. "

Tips for Growing Indigenous Tourism

Kevin Eshkawkogan (Anishnabek), President and Chief Executive Officer, Indigenous Tourism Ontario, Canada

Pillars of Tourism

"Build your tourism in four directions or four pillars. Those pillars are cultural integrity guidelines, marketing and branding, product development, and labor support and training. You need to build on all four of those elements to build the industry in whatever region you are in. We also needed different partners supporting us like Indigenous tourism businesses."

Four Tips

Tell your story on your terms. We are the messengers and we are the ones who have been living on this land for thousands of years.
We need to rely on industry experts. We can’t do this alone. Whether they are Indigenous or non-Indigenous, we need to work with them. People want to help us.
Be a good neighbor. Look at our neighbors and see who their needs and wants are. We might be able to offer something complimentary. Tourism is not meant to be done alone.
Collaborate, collaborate, collaborate. We need to work with whoever is willing to help us advance our agenda. It needs to be done on our terms in a mutually beneficial way.

RESILIENCE AND RECOVERY IN THE FACE OF COVID-19

Travel Trends Provide Opportunities for Indigenous Communities

Keith Henry (Métis), President and Chief Executive Officer, Indigenous Tourism Association of Canada, CanadaImage

"Instead of focusing on where to go in 2021, we’re focusing on how we want to travel in 2021. We’ve identified five key trends that we foresee for next year. These trends present a great opportunity for Indigenous Tourism in many communities."

Key Trends

People want to go slower and have more immersive trips. They will be taking in fewer destinations and spending more time in each destination.
People want to go to the wild away from large urban city centers and go into the countryside and in nature. Many of the Indigenous communities we work with are located in remote destinations so we think that is another opportunity.
People will want to go on human-powered activities like trekking and biking.
Next is regenerative travel. It is not just about going to a destination and making sure we don’t have a negative impact, but we are making sure we have a positive impact.
Above everything, safety is a top priority.

Pivot in the Face of Adversity

Carla George (Squamish), Council Member, Squamish Nation, Canada

"When COVID-19 hit, Squamish Lil'wat Cultural Center staff decided to pivot and look at regalia making, dances, and other activities. They were able to take a step back and think about how to improve our organization post-COVID."

Adapting National and State Protocols to Meet the Practical Needs of Indigenous People

Roman Caamal Coh (Maya), President, Network of Community-Based Indigenous Tourism Businesses in Quintana Roo, Mexico

"We have created a semi-insular alliance to redesign our own safety and health protocols. The protocols that have come from the national or state level are very technical and it is hard for the community to implement them. So, we have redesigned them so they can be implemented in accordance with the new reality we are seeing. The communities are working with partners like local leaders and academia to help implement these new protocols."

Supporting Indigenous Tourism Communities Now

Carla James (Akawaio), Director, Guyana Tourism Authority, Guyana

"We are able to give support to Indigenous communities in the tourism value chain. That included helping them change their marketing messages to keep travelers informed on what they are doing and what is happening at their property. We have also provided training in marketing, and more recently hygiene and sanitation protocols that were developed by the Guyana Tourism Authority and aligns with UNWTO protocols. We have also been able to provide small grants for businesses to acquire hygiene and sanitation supplies that are needed in preparation for reopening. "

Seizing Opportunities to Build Strength and Resilience

Honorable Morena Valdez, Minister of Tourism, Ministry of Tourism, El Salvador

"We're working on strengthening our institutional structure. We need to work alongside the Ministries of Culture to preserve the intangible culture like dance because we don't work in isolation. COVID-19 has given us the opportunity to strengthen our work on tourism with Indigenous governments, and we have a new plan."

For more information about the Indigenous Tourism Forum of the Americas, please visit the forum website and scroll down on the Home page to join the mailing list and stay up to date with news and events. Also, be sure to subscribe to the Indigenous Tourism Forum of the Americas Youtube channel where videos from the forum will be uploaded.

THE INTERNATIONAL INSTITUTE OF TOURISM STUDIES PARTNERS ON TWO REPORTS CRITICAL TO HELPING DESTINATIONS REASSESS AND REBUILD POST-PANDEMIC

GW IITSJune 2, 2020June 3, 2020Leave a comment

Of all the industries impacted by the COVID-19 pandemic, tourism has been most devastated. Because one in ten jobs globally is tourism-dependent, the industry’s collapse is profoundly impacting communities and economies everywhere. In fact, the World Travel and Tourism Council (WTTC) forecasts that the crisis will cost 100 million tourism jobs worldwide.

What’s the key to rebuilding, once travelers feel safe enough to take to the skies, roads and rails again? As International Institute of Tourism Studies Executive Director Seleni Matus explains, “An intentional and sustainable future is critical now more than ever. We need to ensure that people living in travel destinations—whether they’re coastal, rural or urban— benefit financially from visitors and that they have the incentive to conserve their environmental and cultural resources for now and the future.”

For thirty years, George Washington University’s International Institute for Tourism Studies has been working with destination stakeholders—including tourism managers, business owners, policy makers and local community members—to guide the sustainable development of tourism generally. As part of this work, the institute has partnered with the Adventure Travel and Tourism Association to produce the Adventure Tourism Destination Index (ATDI), which ranks destinations according to criteria including health care, protected areas and environmental performance. These key indicators help to determine how ready a destination is to host visitors seeking adventure experiences.

While the index is designed as a tool for anyone working in tourism development, it’s particularly relevant for Destination Management Organizations (DMOs). As Matus notes, “Given current needs and realities, the newly released ATDI 2020 is particularly timely and important for adventure destinations preparing for the arrival of post-pandemic visitors.”

This year’s winners for destination competitiveness: Iceland and the Czech Republic remained in the lead, and Iceland held the distinction of first place for the third year in a row.

In addition to the ADTI, the International Institute of Tourism Studies partnered with the Global Sustainable Tourism Council to produce the Global Destination Sustainability Report—a companion to the ADTI— with a specific focus on 24 destinations ranked on criteria such as waste management, wildlife protection and the preservation of cultural heritage, for example. While the GSTC report is not adventure destination specific, it may be used by any destination manager seeking insights into sustainable management, which basically leads to a balance between the short-term benefits and the long-term interests of local communities.

Over the past few years, destination managers, business owners and policy-makers have had to contend with an additional reality, if they are to remain competitive in the marketplace. That is their ability to adapt to climate change. As the GSTC report concludes, destinations everywhere need to put in place a plan to address the impact of more frequent and intense weather-related events, water shortages and carbon emissions, for example.

While during the year leading up to the pandemic destinations were focused on managing for overtourism—or the unsustainable influx of visitors—those same destinations must continue to manage strategically and intelligently, no matter how many visitors they’re currently hosting, so that they remain competitive in the marketplace. As Matus stresses, “Only destinations that are healthy and have a solid sustainable management plan in place are likely to remain viable over the long term.”

TOURISM IN THE FACE OF CLIMATE CHANGE

GW IITSNovember 13, 2019Leave a comment

Rising seas, melting snowcaps and rampant wildfires make destinations increasingly vulnerable to the effects of climate change. While the tourism industry is certainly responsible for contributing to the emission of greenhouse gases that lead to a warming climate, the solution is not to stop travel. Because tourism plays a vital role in driving economic growth and development, as well as conservation, travel companies, tour operators and individuals need to find new approaches to responsible travel in the face of climate change.

On October 30, The George Washington University’s International Institute of Tourism Studies and the Adventure Travel and Trade Association (ATTA) co-hosted AdventureConnect, which brought together adventure travel industry leaders, educators and students to discuss the future of sustainable tourism. The event was moderated by attorney Chunnie Wright, who provides legal counsel to adventure travel companies, and featured panelists Karl Egloff, Director of Travel & Conservation at the World Wildlife Fund; Jeff Bonaldi, founder & CEO of The Explorer’s Passage; and Russell Walters, who serves as ATTA’s North America Strategic Director and AdventureEDU Educator.

Panelists and participants addressed a number of key issues during a lively discussion that drew an engaged crowd. The following are some of the key takeaways from the evening:

SUSTAINABILITY MUST BE A SHARED RESPONSIBILITY.

While the tourism industry as a whole—including airlines, cruise ships and hotels— needs to take the lead on adopting practices that reduce greenhouse gas emissions, consumers must do their part to drive efforts by demanding more of businesses and supporting those that demonstrate good environmental stewardship and leadership.

TOUR OPERATORS HAVE A KEY ROLE TO PLAY.

By fully understanding the sustainability of their own supply chains—including guides, vendors, and other suppliers—and by engaging with those companies and individuals who are demonstrably reducing their environmental footprint, tour operators can wield significant influence. They, too, can drive environmental initiatives internally by offsetting all of their trips.

TOUR OPERATORS AND DESTINATIONS CAN WORK TOGETHER TO EDUCATE TRAVELERS.

Around the world, tour operators are partnering with destinations to increase public awareness through climate-focused, educational trips. For example, renowned primatologist Jane Goodall recently joined a group to plant trees at the base of Mount Kilimanjaro, an area that is exhibiting the harsh effects of climate change, partly due to large-scale deforestation. The expedition, a partnership between adventure travel company The Explorer’s Passage and conservation group ClimateForce, raised proceeds to fund large tree-planting projects. And in Iceland, where higher temperatures are melting glaciers, companies like Into the Glacier, which leads visitors through ice tunnels, are educating the public about the impacts of climate change.

TRAVELERS SHOULD MAKE INFORMED CHOICES WHEN FLYING.

While overall air travel is responsible for 2.5 percent of the world’s gas emissions, studies estimate that by 2050, aviation could take up a quarter of the world’s total carbon budget—or the amount of carbon dioxide emissions permitted to keep global temperature rise to within 1.5 degrees Celsius above preindustrial levels. Tour operators and travelers can contribute to lower emissions by adhering to the NERD rule: Choose NEWER aircrafts, buy ECONOMY seats, fly on REGULAR (medium-sized) jets and fly DIRECT, without layovers.sus

SPREAD THE WORD.

Because it can be challenging to understand—much less adopt—sustainability-oriented solutions, small businesses in particular often need support. Destinations and experienced businesses could help to scale sustainability by sharing their stories, experiences and recommendations for best practices.