sustainable tourism – 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.

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

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.

Student Consultants Support Cultural Heritage Tourism in Abruzzo, Italy

GW IITSOctober 23, 2019Leave a comment

The juxtaposition of the sea and mountains makes for an ideal travel destination anywhere in the world. But in Abruzzo, Italy, this natural beauty is combined with world-class cuisine and wine, and a rich historical and cultural context.

During the summer fourteen students from The George Washington University (GWU) traveled to Abruzzo for a two-week consulting project conducted in collaboration with the local D'Annunzio University of Chieti-Pescara and DestiMed, an initiative of the IUCNCenter for Mediterranean Cooperation, which is a nonprofit working to promote sustainable tourism in the Mediterranean.

As Seleni Matus, Executive Director of GWU's International Institute of Tourism Studies explains, "the summer practicum provides Masters of Tourism Administration students with a unique opportunity to apply their theoretical knowledge and to see for themselves the actual challenges and opportunities associated with sustainable tourism." Matus, who organized and led the trip, has taken GWU students to Cuba, Mexico and Indonesia during prior years.

The student-consultants were paired with three local Italian students and tasked with researching the region's tourism landscape. Their primary focus was on developing ecotourism-related products and services, exploring market opportunities and evaluating the local and national governance structure in terms of tourism.

Presentations from area experts and professors, one-on-one interviews, and site visits to local attractions—including several national parks—provided students with an understanding of and insights into this relatively unknown part of Europe.

Fred Baldassaro, a second-year Masters of Tourism Administration candidate, summed up the experience this way: “Abruzzo gave us a chance to put all of our education and theory into practice through real-world encounters and experiences. The project also allowed us to contribute to a region that is using tourism for economic development and improving the lives of people living there.”

The students prepared for the project during a month-long class that provided a deep-dive into the general consulting process and included desktop research on the history of tourism in Abruzzo. Perhaps most importantly, the classroom preparation provided students with the confidence to successfully deliver on a project in an unfamiliar area and outside of their comfort zones.

On site, the consulting project began with a two-day seminar at the D'Annunzio University in Chieti and featured speakers from the region, including Gran Sasso National park officials and representatives of the the Italian National Institute of Statistics. Site visits brought classroom research to life and into focus. Yet it was the dozens of interviews with Abruzzo’s tourism stakeholders — mayors, museum curators, park rangers, tour guides professors, hoteliers and restaurant owners— that provided the most useful insights.

Following the interviews and field research, the students synthesized all of the information they gathered and assembled a presentation for local stakeholders— which was covered by local and national TV news-outlets—and a final consulting report that included recommendations for ushering into the region a new generation of sustainable travel.

Overtourism Forum Draws Thought Leaders From Around the World

GW IITSOctober 18, 2018Leave a comment

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

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

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

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

A few additional takeaways...

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

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

PUTTING CLASSROOM LESSONS INTO PRACTICE IN INDONESIA: STUDENTS CONSULT IN POPULAR TOURISM DESTINATIONS OF BALI AND BANDUNG

GW IITSAugust 13, 2018August 15, 2018Leave a comment

Bali’s palm-fringed Kuta beach, a former fishing village, has become one of Indonesia’s major tourist destinations. Last year, one in three of the country’s 13.7 million overseas tourists went to Bali.

While the influx of visitors has been a boon for the local economy, tourism is taking its toll on the local environment. Kuta beach is now drowning in a sea of plastic garbage, which is so overwhelming that earlier this year, local officials declared a “garbage emergency” across a 3.7-mile (6-km) stretch of coast. While much of the waste washes in from the sea, it’s also generated by tourists and residents. Bali’s infrastructure is just not equipped to handle so many people.

Trash disposal is only one challenge posed by overtourism, the recently coined term for too many visitors, which has become a rampant problem that’s plaguing popular destinations around the world. To help them deal with with their particular tourism challenges, George Washington University students and faculty working under the auspices of the International Institute of Tourism Studies recently went to Bali and Bandung—the capital of West Java— to conduct assessments and make recommendations for future development. The consulting project took place at the invitation of and in collaboration with student counterparts from STP Bali and STP Bandung, local universities whose Colleges of Tourism falls under the auspices of the Ministry of Tourism.

“While tourism brings many economic benefits to the island, it’s also creating pressure on local resources and contributing to major environmental problems such as pollution, water depletion, and waste and water management issues,” explains Taylor Ruoff who was among the group of GWU student consultants.

The team of twelve, which included students from the Masters of Tourism Administration program along with one student who is earning her Masters in International Education, used the Global Sustainable Tourism Council (GSTC) Criteria for Destinations as the basis for their assessment in Bali. These criteria are designed to help tourism destinations and businesses protect and maintain natural and cultural resources, maximizing social and economic benefits for host communities and the environment.

The students made a preliminary presentation of their findings and recommendations in Bali at the 2018 Forum for International Tourism & the Environment (FITE), an annual forum that draws students from Indonesia and around the world to participate in yearly competitions and international conferences on tourism and sustainability. They commended the many businesses on the island that had joined the voluntary certification program Tri Hita Karana, which requires that members uphold specific certification practices, and they also cited a couple of temples in particular that were at risk due to overcrowding.

For their work in Bandung—a large city on the island of Java that mostly draws domestic tourists for its commercial, cultural and culinary attractions—the GWU students worked with graduate students from STP Bandung. Together, they assessed the tourism situation in the outlying villages of Jelekong and Alamendah and offered recommendations for improving community-based offerings for tourists, including homestays with local families.

The students presented their findings to community members and government officials from the two villages. “We’d learned in destination management classes about the benefits of bringing together diverse groups of tourism stakeholders with competing opinions and priorities,” explains Ruoff. “Seeing the discussions unfold in-person was eye-opening. You have government officials looking to bring more people and revenue into the town. You also have locals, whose families have always lived in the villages and they don’t necessarily see the benefits of tourism. It’s difficult to make everyone happy. We tried our best to reflect the interests of all stakeholders in our presentation and final report.”

To discuss solutions to various challenges that Indonesia’s tourism industry faces, Anang Sutono, Senior Advisor to the country’s Ministry of Tourism, will be speaking at the World Tourism Day Forum Overtourism: Seeking Solutions. The event, a joint initiative of GW’s International Institute of Tourism Studies and the Center for Responsible Travel, will take place in the Jack Morton auditorium on September 27th. Click here to learn more.

PLACEMAKING: KEY TO SUSTINABLE COMMUNITY DEVELOPMENT AND CULTURAL CONSERVATION

GW IITSJuly 18, 2018July 18, 2018

International Institute of Tourism Studies Executive Director Seleni Matus traveled to Indonesia where she delivered the talk Placemaking, Culture & Tourism: Creating a Sense of Place at the 3^rd Forum on International Tourism and the Environment (FITE). A partnership between the Institute Français, the Embassy of France to Indonesia and the Indonesian Ministry of Tourism’s Institute of Tourism in Bali with support from The George Washington University, FITE invites students from Indonesia, France and other countries to participate in international student conferences on tourism and sustainability.

Cultural heritage tourism is a particularly fast-growing segment of the tourism sector and key to the work of the International Institute of Tourism Studies, which focuses on tourism as a means of sustainable development. To better understand the overall concept of placemaking and how it relates to cultural tourism, we sat down with Matus just before she left for her trip.

Could you define placemaking?

First we need to be clear what we mean by place. Places are environments in which people have invested meaning over time. A place has its own cultural and social identity and is defined by the way it’s used and the people who use it.

So, then, what is placemaking?

Either organically or by design, people create places. An example of a place that evolved organically is Fusterlandia, an area on the outskirts of Havana, Cuba where a mosaic tile artist decorated his house. The neighbors, who were so impressed, asked him to decorate their homes. Very soon, the entire area became covered in wonderfully festive tiles and the once-forlorn area suddenly developed a cohesive identify. Tour buses now make Fusterlandia a regular stop. Fusterlandia is not only a good example of organic placemaking but of cultural tourism.

What do you mean by planned placemaking?

Several years ago, UNESCO began a program to conserve cultural heritage in cities around the world and identified places known for particular cultural characteristics—design, folk art, literature, music, etc. There are now more than 180 UNESCO Creative Cities. The intentional conservation of culture has enabled these cities to not only protect but also to promote their unique cultural characteristics. In Indonesia, for example, there are two UNESCO Creative Cities—Bandung, a design hub, and Pekalongan, which is known as the “Batik City.” While families have been making batiks there for thousands of years, the city government created a resurgence around the art form through increased funding, which has drawn the interest of young people as well as tourists and helped to revive the city’s economy.

Do you foresee that the placemaking movement will grow?

Absolutely. We’re seeing it around the world…Cuba, Croatia, Dublin, Durbin, Mexico, Malawi—placemaking is all about identifying, cultivating and conserving culture, which is key to sustainable development and to tourism, especially as an increasing number of travelers want to visit places that feel authentic. And residents in communities with a distinct sense of place are realizing economic benefits as well as enjoying the sense of cohesion that comes from living in a well-defined place. The UN in its 17 Sustainable Development Goals identifies the conservation of culture as key to sustainable development. So I think we’re only beginning to recognize and understand the power of placemaking as a vehicle for healthy development, which economically benefits communities and protects cultural and natural heritage.