Idaho – if it were flat, it would be bigger than Texas.
WASHINGTON STATE TOURISM
USFWS SURVEY
Presenter
Presentation Notes
The Data for the following charts is derived from the 2006 U.S. Fish and Wildlife Service’s (USFWS) National Survey of Fishing, Hunting and Wildlife-Associated Recreation. This survey is conducted every five years by the U.S. Bureau of Census for the U.S. Fish and Wildlife Service. The 2006 USFWS Survey was designed to provide state-level estimates of the number of participants in recreational hunting and fishing, and in wildlife-watching activities (e.g. wildlife observation). Information was collected on the number of participants, where and how often they participated, the type of wildlife encountered, and the amount of money spent on wildlife-related recreation.
WASHINGTON STATE TOURISM
$265 MILLION BUSINESS
$0
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
$350,000
$400,000
Wildlife Watching Recreational Fishing Hunting
2001 2006
WASHINGTON STATE TOURISM
$1.5 BILLION BUSINESS
$0
$200,000,000
$400,000,000
$600,000,000
$800,000,000
$1,000,000,000
$1,200,000,000
$1,400,000,000
$1,600,000,000
Wildlife Watching Recreational Fishing Hunting
2001 2006
53% Increase!
Washington
Presenter
Presentation Notes
Direct expenditures on wildlife viewing of over $1,500 million exceed other fishing and hunting activities. The total economic output from wildlife watching in Washington, $2.52 billion. Nationally, over 71 million people made trips primarily to view wildlife in 2006, spending $45.7billion and creating over 1 million jobs! Total economic output was $122 billion, generating $18 billion in local, state and federal tax revenue. Washington: $203 million in state and local taxes; another $206 million in federal taxes. Source: 2006 National Survey of Fishing, Hunting and Wildlife-Associated Recreation; US Fish and Wildlife Service.
WASHINGTON STATE TOURISM
$4.2 BILLION BUSINESS
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
$4,000,000
$4,500,000
Wildlife Watching Recreational Fishing Hunting
2001 2006
42% Increase!
Presenter
Presentation Notes
Was Washington’s data unique? No. Examining California’s data, the state with the most spending on wildlife viewing tourism, showed nearly identical trends.
One million residents and nonresidents over 16 years of age fished, hunted or watched wildlife in Idaho, out of a total population of 1.5 million..
WASHINGTON STATE TOURISM
PARTICIPATION
0
100000
200000
300000
400000
500000
600000
700000
800000
Wildlife Watching Recreational Fishing Hunting
Resident427,000
Resident206,000 Resident
122,000
Non-resident, 326,000
Non-resident, 144,000
Non-resident, 65,000
WASHINGTON STATE TOURISM
EXPENDITURES GROW
$0
$50,000,000
$100,000,000
$150,000,000
$200,000,000
$250,000,000
$300,000,000
$177,000,000
$259,000,000 $265,000,000
1996 2001 2006
Presenter
Presentation Notes
The US Fish and Wildlife Service and the Bureau of Census conducted similar surveys in 1996 and 2001, showing substantial growth in expenditures over the previous decade (adjusted to constant 2001 dollars.)
WASHINGTON STATE TOURISM
EXPENDITURES
Triip related73%
Equipment24%
Other3%
Sales
Days per trip:Residents = 3Nonresidents = 5:
WASHINGTON STATE TOURISM
WHAT ARE THEY ARE LOOKING AT?
1
10
100
1,000
10,000
100,000
1,000,000
Birds Mammals
Birds , 400,000
Mammals, 419,000
Number of Viewers
WASHINGTON STATE TOURISM
WHAT ARE THEY ARE LOOKING AT?
1
10
100
1,000
10,000
100,000
1,000,000Large mammals,
366,000
Small Mammals, 272,000
WASHINGTON STATE TOURISM
WHAT ARE THEY ARE LOOKING AT?
Songbirds Birds of Prey
Waterfowl Shorebirds Game birds
050,000
100,000150,000
200,000
250,000
300,000
350,000
153,000
333,000 313,000
218,000168,000
Number of Viewers
WASHINGTON STATE TOURISM
WATCHABLE WILDIFE JOBS
1
10
100
1,000
10,000
2001 2006
5938 5903
Presenter
Presentation Notes
Created 26,000 jobs with a payroll of $863 million in salaries, wages and business owners’ income.
WASHINGTON STATE TOURISM
JOB INCOME
$0
$20,000,000
$40,000,000
$60,000,000
$80,000,000
$100,000,000
$120,000,000
$140,000,000
$160,000,000
2001 2006
$107,000,000
$149,546,066
Presenter
Presentation Notes
Created 26,000 jobs with a payroll of $863 million in salaries, wages and business owners’ income.
What is driving this increase? It is a function of the single-most important demographic: the aging baby-boom population. Children born after WW II and the Korean War are now in their 50’s and 60’s, with much different recreational interests. Many are opting for less-strenuous, more rounded experiences.
WASHINGTON STATE TOURISM
0
0.5
1
1.5
2
2.5
3
3.5
Thou
sand
s
YUKON’S AGING POPULATION
Presenter
Presentation Notes
Note the blue line in the previous slide. An almost identical graph of Yukon’s population shows the 40 to 64 age group to be the dominant segment.
WASHINGTON STATE TOURISM
0102030405060708090
Wildlife Viewing
Fishing Hunting General Population
41
7989
4959
2111
51
MaleFemale
GENDER OF PARTICIPANTS
WASHINGTON STATE TOURISM
finding our way to a community of practice
Presenter
Presentation Notes
Communities of practice are everywhere. We all belong to a number of them – at work, at school, at home, in our hobbies. Some have a name, some don't. We are core members of some and we belong to others more peripherally. Members of these communities are informally bound by what they do together from engaging in lunchtime discussions to solving difficult problems– and by what they have learned through their mutual engagement in these activities. The concept of a community of practice refers to the process of learning that occurs when people who have a common interest in some subject or problem �collaborate over an extended period to share ideas, find solutions, and build innovations. We came together to put on a conference and develop a report, but that turned out to be the first chaper.
WASHINGTON STATE TOURISM
WILDLIFE VIEWING PLAN
2003 Washington Legislature Passes SB 5011
“The departments of Fish and Wildlife and Community, Trade, and Economic Development are directed to host a conference on wildlife viewing tourism, working with interested local governments, state agencies, and stakeholders.
“The objective of the conference shall be adoption of a strategic plan and specific implementing actions for promotion of wildlife viewing tourism in a manner that provides sustainable rural economic development and maintains wildlife diversity.
“A summary of conference recommendations must be submitted to the Legislature”
Presenter
Presentation Notes
In 2003 the Washington State Legislature passed a bill which stated that The departments of Fish and Wildlife and Community, Trade, and Economic Development are directed to host a conference on wildlife viewing tourism, working with interested local governments, state agencies, and stakeholders. �“The objective of the conference shall be adoption of a strategic plan and specific implementing actions for promotion of wildlife viewing tourism in a manner that provides sustainable rural economic development and maintains wildlife diversity. �“A summary of conference recommendations must be submitted to the Legislature.” …And that’s how the story began.
WASHINGTON STATE TOURISM
WILDLIFE CONFERENCE 10.3.03
Presenter
Presentation Notes
Approximately 150 people participated in the first Wildlife Viewing Conference, held in Olympia October 3, 2003.
WASHINGTON STATE TOURISM
WILDLIFE CONFERENCE 10.3.03
WA SENATOR KEN JACOBSEN
Cultivate a Maverick Willing to Preach the Gospel
Presenter
Presentation Notes
Senator Jacobsen has lead the effort in the Washington Legislature to value wildlife viewing and an economic asset to the state.
WASHINGTON STATE TOURISM
Lack of funding - for campaign, staff, agency participation, signing, materials, future needs
Need a coherent vision of what watchable wildlife is and how to project that to the public and agencies
Need to make it easy for others to get a program going, need instructions, who to talk with, how is it done, what is the safe way to do the program both from site selection and public safety
Need to develop methods to help volunteers and keep them from being burned out
CONFERENCE FINDINGS
WILDLIFE CONFERENCE 10.3.03
WASHINGTON STATE TOURISM
Active viewer participation and economic impact
Growing community interest
Rich resource base, and let’s keep it that way
WILDLIFE VIEWING IN WASHINGTON
Presenter
Presentation Notes
This is what we knew at the outset: Washington State’s varied geography, climates, and ecosystems have created one of the richest and most diverse habitats in the nation, giving rise to over 640 vertebrate species, including 365 bird species; and thousands of invertebrates.
WASHINGTON STATE TOURISM
Promote habitat conservation
Promote sustainable economic development
Build broad-based public support for wildlife conservation programs
GOALS OF WILDLIFE VIEWING PROGRAMS
Presenter
Presentation Notes
The goals of wildlife viewing programs in Washington are threefold: protect the valuable resource that attracts visitors; promote sustainable economic development; and build a broad base of support for wildlife.
WASHINGTON STATE TOURISM
Build unique community identity
Promote historical significance
Develop Pride of Place
Conserving wildlife habitat, improve quality of life
Provide positive marketing image
Promote community cultural fabric
Promote authentic indigenous community characteristics
Create a story for the community
COMMUNITY BENEFITS
Presenter
Presentation Notes
Not only does the resource benefit, but properly-planned wildlife tourism builds the local community in many ways.
WASHINGTON STATE TOURISM
Heightened awareness of the value of natural resources and the need to conserve irreplaceable assets
Stewardship of assets
Protection of community-determined sacred places
NATURAL RESOURCE BENEFITS
Presenter
Presentation Notes
When properly planned, the wildlife will thrive and continue to be an attraction.
WASHINGTON STATE TOURISM
NEW LEGISLATION
2007 Washington Tourism Commission Created
“Promoting Washington as a tourism destination to national and international markets to include nature-based and wildlife viewing tourism.”
Presenter
Presentation Notes
In 2007, the Washington Legislature created a Tourism Commission, to set a 2-year and a 6-year course for tourism promotion. The only specific item in the legislation identified to be promoted was nature-based and wildlife viewing tourism.
WASHINGTON STATE TOURISM
NEW DIRECTION
Governor Gregoire’s priority: “Make Special Efforts to Promote Eco- and Geo-Tourism In Washington” (The Next Washington-Growing Jobs and Income in a Global Economy: 2007-2017). .”
WASHINGTON STATE TOURISM
NEW DIRECTION
• In Washington State Tourism Marketing Plan, 2009/2010, five market segments were identified as key audiences: Urban Explorers, Wine and Culinary Enthusiasts, Watchable Wildlife Adventurers, Active Cruisers, and Adventure Travelers.
Highlights from recent Tourism plans emphasizethe importance of nature as a key Washingtonattraction:
WASHINGTON STATE TOURISM
NEW DIRECTION
• Ecotourism is an emerging travel trend, particularly associated with LEED-approved (“green”) properties and practices.
• The six-year Washington Tourism Plan identifies four travel “destination drivers,” that stimulate fundamental travel decisions: natural environment, physical beauty, wildlife, and Seattle.
Presenter
Presentation Notes
Yukon has a bountiful supply of most of these destination drivers.
WASHINGTON STATE TOURISM
NEW DIRECTION
• Use Geotourism to entice visitors embracing sustainable practices. Geotourism is tourism that “sustains or enhances the geographical character of a place – its environment, culture, aesthetics, heritage and the well-being of its citizens. Wildlife and wildlife viewingare core environmental and cultural assets.”
Presenter
Presentation Notes
Geotourism is the newest trend, coined by National Geographic magazine.
WASHINGTON STATE TOURISM
CENTRAL CASCADES MAP
• Joint Washington and Oregon project (Oregon lead)• Mount Rainier to Crater Lake•National Geographic product• Ice-breaking project for geotourism concept
Presenter
Presentation Notes
New this year is the joint Washington/Oregon/National Geographic Central Cascades map.
WASHINGTON STATE TOURISM
SOAP LAKEFirst pre-conference field trip and social hour
Expanded to one day, plus previous evening
Presented Plan and conclusions
Participants want an annual conference
WILDLIFE CONFERENCE 2004
Presenter
Presentation Notes
The plan was presented at the second Watchable Wildlife Conference, with one of the suggested outcomes being a conference every two years. The participants loudly requested a conference EVERY year.
WASHINGTON STATE TOURISM
WILDLIFE CONFERENCE 2005
FRIDAY HARBORHosted by local VCBInvolved local nonprofit (Whale Museum)
Presenter
Presentation Notes
The third conference was in the San Juan Islands.
WASHINGTON STATE TOURISM
WILDLIFE CONFERENCE 2006
RICHLANDCommunity sought usFree meeting roomDonation from local VCBReturned $$ to community (local Audubon chapter)
Presenter
Presentation Notes
The fourth in the Tri-Cities along the Columbia River.
WASHINGTON STATE TOURISM
WILDLIFE CONFERENCE 2007
CRYSTAL MOUNTAIN
Flickr wildlife photographers’ sessions
Presenter
Presentation Notes
The 5th was during the off-season at a nearby ski resort.
WASHINGTON STATE TOURISM
WILDLIFE CONFERENCE 2008
LEAVENWORTH1½ day conference
Introduced “geotourism”
Limited to 3 presenters
Presenter
Presentation Notes
The 6th was in Leavenworth, where the conference expanded from the traditional one-day to a 1 ½ day event.
WASHINGTON STATE TOURISM
PARTICIPANTS
•Chamber of Commerce representatives
•Direct marketing operators
•Festival promoters
•Scenic byway developers
•Lodging owners
•Tour operators
•Land-based government agencies
•Tourism staff
Presenter
Presentation Notes
The conferences draw an interesting mix of people who normally wouldn’t get together. This is our “community of practice.”
WASHINGTON STATE TOURISM
Getting active
Presenter
Presentation Notes
The Members began developing a practice by engaging in joint activities, creating programs, documents, brochures, websites, adapting to changing circumstances, supporting each other’s efforts, and strengthening our commitment and relationships to Watchable Wildlife and each other.
WASHINGTON STATE TOURISM
MOU February 2005
WA State ParksWA Dept. of TransportationAudubon WashingtonCTEDWDFW
EXPANDED PARTNERSHIPS
Presenter
Presentation Notes
The success of the original charge to the state agencies of Fish and Wildlife, and Community, Trade and Economic Development, has led to an expanded set of partners who are committed to working together to further the goals of the wildlife viewing plan and watchable wildlife. Rounding out the list of partners are the state agencies of Parks and Transportation; and the nonprofit citizen-based Audubon Washington.
WASHINGTON STATE TOURISM
AUDUBON WASHINGTON
Presenter
Presentation Notes
Audubon Washington, our most significant nonprofit partner, has lead the effort to develop a series of birding trail maps; these “trails” are nodes connected by highways. At each node (site) visitors get out and walk, hike and bird while enjoying the scenery.
WASHINGTON STATE TOURISM
Wildlife festivals and events are increasing
Scenic highway planning stimulates interest
Washington State Great Birding Trails project sparks ideas
COMMUNITY INTEREST GROWS
Presenter
Presentation Notes
Community interest in the value of wildlife viewing is being stimulated in three ways: wildlife festivals, scenic highway planning and the development of the Washington State Great Birding Trails.
WASHINGTON STATE TOURISM
WILDLIFE LICENSE PLATE
Presenter
Presentation Notes
A special license plate was developed to help fund wildlife viewing activities.
WASHINGTON STATE TOURISM
WDFW Web site “A Community Guide to Nature Tourism”
EXISTING RESOURCES
Presenter
Presentation Notes
To assist groups and communities who want to get started in planning wildlife viewing opportunities, the WDFW created a Web site called “A Community Guide to Nature Tourism.” This is a one-stop shopping area of best practices in planning and developing viewing sites and events.
WASHINGTON STATE TOURISM
EMERGING TRENDSJudy Walden’s Travel Trends
• Search for health and well being
Presenter
Presentation Notes
The Search for Health and Well Being Travel companies that promote a healthy lifestyle are tapping into this search that transcends traveler age and income and occupation. Few people can craft a daily lifestyle that reassures them that they are taking good care of themselves; many seek it on vacation.
WASHINGTON STATE TOURISM
EMERGING TRENDSJudy Walden’s Travel Trends
•Travelers expect personalization
Presenter
Presentation Notes
Travelers expect Personalization Marian Marburg, CEO of Adventures in Good Company, writes that “we want to create a space where you feel supported in following your own agenda, whether that’s to challenge yourself or to take some much needed R & R. It’s your trip.” This pandering to personal preferences resonates in a world of personalized cell phone rings, one’s own music on iPods, and specialty coffee drinks. The Hotel Murano in Tacoma offers each traveler a choice of pillow fiber and firmness, ipod docks with preloaded music and eight different spiritual texts.
WASHINGTON STATE TOURISM
EMERGING TRENDSJudy Walden’s Travel Trends
•Weekends are the norm
Presenter
Presentation Notes
Weekends are the Norm The Travel Industry Association (TIA) reports in that during 2007, nearly 30 percent of Americans took five or more weekend trips. Most selected their destination within two weeks of their trip, and most weekend travelers (42%) made last-minute plans. A significant number (30%) used discounts, coupons, or special offers while planning their most recent weekend trip. Thirty-five percent of weekend travelers have taken their children with them on at least one trip, and report that they visit cities (33%) and small towns (26%), and visit beaches (16%), mountain areas (10%), lake areas (4%), and state or national parks (3%). TIA reports that, at the same time, 43 percent reported that they are taking fewer long vacations than they did five years ago, and count on being able to travel close to home at the last minute. Time poverty underlies this trend.
WASHINGTON STATE TOURISM
EMERGING TRENDSJudy Walden’s Travel Trends
•Americans are weary
Presenter
Presentation Notes
Americans are Weary In addition to frequent weekend getaways, many Americans are adding sabbatical-like experiences that offer a deep rest. As Judy Randall of Randall Travel Marketing writes, the definition of travel is changing from Go/See/Do to Chill Out/Immerse. Yoga retreats and spas that offer opportunities to rest at a deep level are being added to the frequent weekend trips. For many, rest is as much an indulgence as pampering. Shambala Mountain Center extols prospective guests to “unplug, slow down and unwind.”
WASHINGTON STATE TOURISM
EMERGING TRENDSJudy Walden’s Travel Trends
•Culinary tourism on the rise
Presenter
Presentation Notes
Culinary Tourism Is On the Rise Increasingly, the distinctiveness of place is described in terms of locally grown food or regional cuisines. Regions lucky enough to grow wine most easily attract the rapidly growing pack of foodies, and even small areas that serve locally grown food are becoming seasonal destinations. Duncan Hilchey of Cornell University traces the French term Gout de Terroir (Taste of Place) from the French belief that the color, fragrance, and taste of wine reflect the environmental conditions in which grapes are grown. This concept is now extended to soil and climate of other foods. Women Only Travel Women’s adventure travel continues to build, reports The Oregonian, and currently represents a $100 billion dollar business worldwide. Women bring distinctive talents to recreation, and like to push their own limits in a non-competitive environment. In travel with other women, they can express insights and ecological connections. These all provide safe and affordable choices for women traveling alone. The motto for Las Olas, a surfing camp for women, is “We make girls out of women,” describing their heartfelt belief in making time to play. Gordon’s Guide to Women’s Travel is a directory of companies offering women-only travel. Increased Development of Niche Markets Niche markets are growing across the country, built on specialty interests of travelers and distinctive assets of destinations. These include heritage tourism, ecotourism, geotourism, agritourism, gastro (culinary) tourism, and civic tourism.
WASHINGTON STATE TOURISM
EMERGING TRENDSJudy Walden’s Travel Trends
•Women-only travel
Presenter
Presentation Notes
Women Only Travel Women’s adventure travel continues to build, reports The Oregonian, and currently represents a $100 billion dollar business worldwide. Women bring distinctive talents to recreation, and like to push their own limits in a non-competitive environment. In travel with other women, they can express insights and ecological connections. These all provide safe and affordable choices for women traveling alone. The motto for Las Olas, a surfing camp for women, is “We make girls out of women,” describing their heartfelt belief in making time to play. Gordon’s Guide to Women’s Travel is a directory of companies offering women-only travel.
WASHINGTON STATE TOURISM
EMERGING TRENDSJudy Walden’s Travel Trends
•Increased development of niche markets
Presenter
Presentation Notes
Increased Development of Niche Markets Niche markets are growing across the country, built on specialty interests of travelers and distinctive assets of destinations. These include heritage tourism, ecotourism, geotourism, agritourism, gastro (culinary) tourism, and civic tourism.
WASHINGTON STATE TOURISM
EMERGING TRENDSJudy Walden’s Travel Trends
• Americans demand instant information
Presenter
Presentation Notes
Americans Demand Instant Information from qualified sources Randall Travel notes that both business and leisure travelers are impatient with “finding the good stuff.” They want someone or something that provides instant and easy information, and express frustration at the time it takes to sift through multiple websites, maps and brochures. They want someone to direct them to the best lodging, best food and best activities. Speed and convenience rule the planning process. Technology Rules from Destination Planning to In-Destination Decisions Over 50% of travelers now plan and pay for travel on the Internet. The growth of portable electronic communications are creating a new dynamic of travelers making plans for meals, recreation and shopping once they arrive in a destination not through a local person, but online. USA Today (11-28-07) lists the percentage of U.S. adults who own: Cell phone79% Notebook or laptop44% Portable MP3 player40% Digital camera64% Camcorder41% Completely wired rooms where personal devices plug into TV’s and speakers and WiFi will proliferate across the lodging industry, forecasts Kitty Yancey, a writer for USA today.
WASHINGTON STATE TOURISM
EMERGING TRENDSJudy Walden’s Travel Trends
• Americans demand instant information• Technology rules from destination planning to in-destination decisions
Presenter
Presentation Notes
Americans Demand Instant Information from qualified sources Randall Travel notes that both business and leisure travelers are impatient with “finding the good stuff.” They want someone or something that provides instant and easy information, and express frustration at the time it takes to sift through multiple websites, maps and brochures. They want someone to direct them to the best lodging, best food and best activities. Speed and convenience rule the planning process. Technology Rules from Destination Planning to In-Destination Decisions Over 50% of travelers now plan and pay for travel on the Internet. The growth of portable electronic communications are creating a new dynamic of travelers making plans for meals, recreation and shopping once they arrive in a destination not through a local person, but online. USA Today (11-28-07) lists the percentage of U.S. adults who own: Cell phone79% Notebook or laptop44% Portable MP3 player40% Digital camera64% Camcorder41% Completely wired rooms where personal devices plug into TV’s and speakers and WiFi will proliferate across the lodging industry, forecasts Kitty Yancey, a writer for USA today.
WASHINGTON STATE TOURISM
EMERGING TRENDSJudy Walden’s Travel Trends
Cell phone 79%Notebook or laptop 44%MP3 player 40%Digital camera 64%Camcorder 41%
Over 50% of travelers now plan and pay for travel on the Internet
Presenter
Presentation Notes
Over 50% of travelers now plan and pay for travel on the Internet. The growth of portable electronic communications are creating a new dynamic of travelers making plans for meals, recreation and shopping once they arrive in a destination not through a local person, but online. USA Today (11-28-07) lists the percentage of U.S. adults who own: Cell phone79% Notebook or laptop44% Portable MP3 player40% Digital camera64% Camcorder41% Completely wired rooms where personal devices plug into TV’s and speakers and WiFi will proliferate across the lodging industry, forecasts Kitty Yancey, a writer for USA today.
WASHINGTON STATE TOURISM
EMERGING TRENDSJudy Walden’s Travel Trends
• Seniors are staying active
Presenter
Presentation Notes
U.S. Seniors are Staying Active Baby Boomers currently make up 28% of the American population and four million of them are turning 50 each year. This demographic is driving the surge in leisure travel that is expected over the next 18 years. Randall Travel reports that Backroads, a 30-year old company well known for bicycle and other active travel, is working to retain its aging customers by offering 22 new itineraries that involve none of the hiking, biking and rafting that have defined its image. Instead, itineraries include trips in vans to markets, museums, temples and vineyards, and the expected walking distance per day totals just half a mile.
WASHINGTON STATE TOURISM
EMERGING TRENDSJudy Walden’s Travel Trends
•Large clans gather
Presenter
Presentation Notes
Large Clans Gather The Gale Group reports that there are more than 200,000 family reunions in the US each year attended by 8 million people. Reunions Magazine reports 73% of reunions have 50 or more attendees and 4% have more than 100. 85% of these reunions occur in June, July and August.
WASHINGTON STATE TOURISM
EMERGING TRENDSJudy Walden’s Travel Trends
•US affluence
Presenter
Presentation Notes
U.S. Affluence Peter Yesawich who forecasts for the travel industry, reports in the “2006 Portrait of Affluent Travelers” that the preferences of leisure travelers with a household income in excess of $150,000 vary significantly from less affluent travelers in preferred lodging services and amenities: Priorities include delayed checkout (89%), premium bedding (85%), premium linen (83%), five-star service (82%) and complimentary high-speed internet access from guestroom (75%).
WASHINGTON STATE TOURISM
EMERGING TRENDSAndy Dumaine’s Travel Trends
• Nothing will ever be the same again.
Presenter
Presentation Notes
This economic hiccup is not like the other hiccups. This one doesn’t end when everything goes back to normal. This crisis ends when everyone realizes that nothing will ever be the same again. . Looming behind the financial crisis is an energy crisis, an environmental crisis, a health crisis, a poverty crisis, a water crisis, an agricultural crisis and countless other cataclysms waiting for their moment in the klieg lights. Take a quick look around because everything is about to change. The international monetary system. The balance of power. Public and private sector roles. Resource cost and availability. The freedom to pollute without penalty.
WASHINGTON STATE TOURISM
EMERGING TRENDSAndy Dumaine’s Travel Trends
•Whatever the future holds, it will be green..
Presenter
Presentation Notes
No one can say with any certainty what the future holds, but whatever it is will be green. Like it or not. Ready or not. When resources are waving the white flag of surrender, pursuing a more-for-less agenda will become the corporate equivalent of showing up at an organics festival in a black Hummer. Sometime soon businesses will count inputs and outputs the way they once counted pennies. The long accepted practice of poisoning the well in the name of progress is likely to lose favor with a thirsty populace. Those unwilling to go quietly into the green beyond will find carbon taxes, trash taxes, commuter taxes and polluter taxes paving the way. Come hell or high water the era of mindless waste is over.
WASHINGTON STATE TOURISM
EMERGING TRENDSAndy Dumaine’s Travel Trends
• Shift in favor of people and place, over sweet deals.
Presenter
Presentation Notes
The expectation that every great journey begins with a sweet deal has consumed too much and contributed too little for too long. The balance needs to shift in favor of people and place. Attracting more discount hunters only increases the density of visitors who value exploitation over exploration. Making the phone ring is no longer enough. More deals will not fix the problems this time. Travel must transform itself. The beliefs and behaviors of businesses and visitors must evolve so the industry stops extracting local experiences and starts enhancing local experiences.
WASHINGTON STATE TOURISM
EMERGING TRENDSAndy Dumaine’s Travel Trends
•Stop extracting local experiences and start enhancing local experiences.
Presenter
Presentation Notes
More deals will not fix the problems this time. Travel must transform itself. The beliefs and behaviors of businesses and visitors must evolve so the industry stops extracting local experiences and starts enhancing local experiences.
WASHINGTON STATE TOURISM
EMERGING TRENDSAndy Dumaine’s Travel Trends
•Build on authenticexperiences.
Presenter
Presentation Notes
In an effort to eliminate surprises, travel constructed an impermeable cocoon through which no authentic experiences penetrate. This is no time to mourn the passing of the good old days. This is the moment to start building the better days ahead.
WASHINGTON STATE TOURISM
EMERGING TRENDSAndy Dumaine’s Travel Trends
• 100 million travelers are exploring destinations that maximize local engagement.
Presenter
Presentation Notes
Fortunately, more than 100 million travelers are not waiting for the industry to wake up. They are already exploring destinations and supporting businesses that maximize local engagement and benefit. They are searching for the deepest experience, not just the best deal. These travelers are not tree-hugging quacks, but 100 million early adopters of a trend that is growing exponentially throughout the world.
WASHINGTON STATE TOURISM
EMERGING TRENDSAndy Dumaine’s Travel Trends
•Searching for the deepest experiences, not just the best deals.
Presenter
Presentation Notes
Numerous studies have shown a rising interest in meaningful vacations since the early 1990’s Engagement seekers will sacrifice comfort and security for challenge and involvement.
WASHINGTON STATE TOURISM
EMERGING TRENDSAndy Dumaine’s Travel Trends
•Travel must engage the heart before the wallet.
Presenter
Presentation Notes
The pursuit of more only leads to less. Everywhere nature and culture are sold for peanuts they are consumed like peanuts.
WASHINGTON STATE TOURISM
EMERGING TRENDSAndy Dumaine’s Travel Trends
•Volunteerism remains the fastest-growing segment of the travel market.
Presenter
Presentation Notes
It is no coincidence that voluntourism remains the fastest growing segment of the travel market. When price and convenience evaporate, engagement seekers continue to occupy airplane seats and hotel beds. Like sharks, they can’t stop moving. Travel is in their DNA. Destinations and businesses that connect with these travelers will have friends and income for life
WASHINGTON STATE TOURISM
WRAPPING UP.
WASHINGTON STATE TOURISM
MOST EFFECTIVE TOOLAN ANNUAL CONFERENCE
WASHINGTON STATE TOURISM
Training
Networking
Networking
Networking
PURPOSE
WASHINGTON STATE TOURISM
KEY GUIDING PRINCIPLES
FOLLOW THE $$$!Wildlife-related tourism brings $$$ to rural areas.
If wildlife is recognized as an economic asset ($$$), it is more likely to be protected.
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Presentation Notes
So, how is promotion of wildlife viewing both an economic stimulant and a habitat protection tool? The answer is to embrace a different paradigm. Instead of trying to educate people about wildlife for its intrinsic value, educate them about wildlife’s value to their community’s quality of economic life. Follow the dollars! Wildlife-related tourism brings money to rural areas. If this is recognized locally as a local economic asset, it is more likely to be protected.
WASHINGTON STATE TOURISM
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Don’t be afraid to SHOUT OUT the economic message: wildlife viewing IS an industry!
WASHINGTON STATE TOURISM
WHALE TRAIL
WASHINGTON STATE TOURISM
WILDLIFE MAPS HIGHWAY 97 &I -5
WASHINGTON STATE TOURISM
DIVE INTO THE SOUND
WASHINGTON STATE TOURISM
BE GREEN - BE CONNECTED
Downloadable wildlife viewing guide
WASHINGTON STATE TOURISM
CONNECT OTHERS
WASHINGTON STATE TOURISM
Take your state’s Tourism staff on a field trip to see your special places
FINAL SUGGESTION:
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There is nothing like actually seeing the activities being promoted, yet often tourism staff are locked behind cubicles managing contracts.
WASHINGTON STATE TOURISM
and LEGISLATORS and STAFF!
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This even more true for legislators and key legislative staff. Utilize the off-legislative season to show them what they are helping to protect.
WASHINGTON STATE TOURISM
THANK YOU
Become an evangelist, and soon others will follow.
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Presentation Notes
Become an evangelist, and soon others will follow.
