Cultural Impact of Tourism Positives vs. Negatives

May 2009

Division of Tourism, Film and Sports Development

New Harmonies: Celebrating American Roots Music 12008 Economic ImpactGenerates more than $16.8 billion in annual revenueProduces more than $1.38 billion in state and local taxesEmploys more than 190,500 North Carolinians

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The mission of the Tourism Development Program is to support sustainable efforts to protect, preserve and promote the states natural, historic and cultural resources.

Development Officers serve as liaisons with local communities to develop tourism across the state.

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AuthenticityTravelers are looking for the real experiences.

Sincerity is crucial.

With social networks, blogs , texting and other means of new word-of-mouth communication tools, a bad experience leads to a near-instant death

The traveler can see right through whether you mean it or not or worse promising more than you can deliver.5Heritage and Cultural Tourism ThemesHighway Corridors

Work with NCDOT program to promote Scenic Byways

Work with NCDOT on promoting historic markers across the state (History on a Stick)

Highways 17, 158, 95, 85, 70, 26, 77, 40, 64, etc.

African-American History

Underground Railroad

Rosenwald Schools

Civil Rights

Historically Black Colleges & Universities

6Native American History

Cherokee Trail of Tears

Meaning behind Native American county names (Pasquotank, Perquimans, Chowan, Catawba, Cherokee, Alleghany)

Pre-Colonial/Colonial

First settlers (Lost Colony)

Colonial capitals/governments

Civil War and Other Military

Revolutionary War

World War II

Military Branches (Army, Marines, Air Force, Coast Guard)

Motorsports/Sports

NASCAR (StatewideMoonshine Trail)

Dirt Tracks

Drag Strips

Waterways

Paddle Trails

Fishing

Boating

LighthousesIndustrial

Textile Industry (Norma Rae)

Boat-building

Bio-technology (Research Triangle Park)

9Aviation

Wright Brothers

Blimps

Military Aviation

Buckhorn Baptist Church, Hertford CountyReligion

Statewide Historic Church Trail

Arts & Culture

Work with NC Cultural Resources

Local music

Local artisansAgriculture/Winemaking/Distilled Spirits

Sir Walter Raleigh

Growth of vineyards and wineries

11Ghost Lore

Ghost stories and events

Ghost Walk in New Bern

Food

Seafood

BBQ

Eateries/Restaurants

Culinary excursions along corridorsEnvironmental

New heritage environmentally sustainable initiatives

Melding the past with the future

Cultural Economic ImpactNorth Carolinas Creative Economy is responsible for providing 159,000 jobs statewide and $3.9 billion in payroll, according to the NC Dept. of Cultural Resources

The economic impact from the arts and cultural industry is estimated to be $743 million, according to the NC Dept. of Cultural Resources

Heritage Economic ImpactRural sightseeing14.0%Beach13.0%State/National Park8.7%Urban sightseeing6.9%Historic sites/churches6.5%Museums5.0%Wildlife viewing5.0%Fishing4.7%Old homes/mansions3.9%Special events/festivals3.9%Hiking/backpacking3.5%Gardens3.2%Nature travel/ecotouring2.7%

Total:81%Much of what heritage tourism is about is to get visitors to experience the small towns and the attractions within those communities chronicling North Carolinas uniqueness. 14

Cultural Economic ImpactFine dining13.0%Museums5.0%Gardens3.2%Art galleries2.5%Wineries2.5%

Total:26.5%

Site Schedule 2010Mount Airy Museum of Regional History (March-April)

Warren County Memorial Library in Warrenton (May-June)

The Museum of the Albemarle in Elizabeth City (June-July)

The Arts Council of Wayne County in Goldsboro (August-September)

Mars Hill College Museum of Rural Life (September-November)

The Don Gibson Theater in Shelby (November-January)

MoMS Featured MusicAppalachian GospelBluegrassPolkaBlues SacredCajunSixtiesCountrySpiritual

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MoMS Examples of ArtifactsLP CoversHymnalsHarmonicasSpoonsRub BoardAccordion

Panel replicas of art, photos, sheet music

Assorted ephemera: pamphlets, posters

Assorted flutes, rattles, and drums

Assorted string instruments: mandolin, fiddle, dulcimer, guitar, banjo

18CROSS PROMOTIONAL OPPORTUNITIESHeritage and Cultural Tourism ThemesBlue Ridge Parkway 75thNew Bern 300thCivil War 150thInvolve local communities by tapping into local productLocal websitesLocal mediaLocal visitors bureaus

LOCAL COUNTY CONTACTSMt. Airy: Jessica Icenhour Greater Mt. Airy Chamber of Commerce

Elizabeth City: Charlotte Underwood Elizabeth City Area Convention & Visitors Bureau

Warrenton:Toni Haavisto Warren County Chamber of Commerce

Goldsboro: Betsy Roseman Goldsboro-Wayne County Tourism

Mars Hill: Lila Nikila Madison County Tourism Development Officer

Shelby: Jackie Sibley Cleveland County Chamber of Commerce

Utilize the resources at the NC Division of Tourism, Film & Sports Development

9 Welcome Centers

Partnerships and collaborations along highway corridors with themed motorcoach itineraries

Themed itineraries for international travelers

Cooperative marketing and public relations campaigns with NC Division of Tourism

VisitNC.com downloadable brochures, itineraries and journeys

nccommerce.com/tourism22