TGA’s mission is to support, promote, and demonstrate sustainable tourism in Appalachia.
A strategy is defined as “the art of devising or employing plans or stratagems toward a goal”.
When I started TGA 5 years ago I was hired to help develop the most effective strategy for sustainable tourism in West Virginia.
When I committed myself to this end and started grad school back in 2002 The United Nations General Assembly had declared 2002 as The International Year of Ecotourism to offer an opportunity to review ecotourism experiences worldwide, in order to consolidate tools and institutional frameworks that ensure its sustainable development in the future, maximize the economic, environmental and social benefits from ecotourism, and avoid its past shortcomings and negative impacts.
Well, I can’t say that actually happened as they planned and since then a number of strategies and buzzwords have appeared from green travel to sustainable tourism to responsible travel to geotourism. Not to mention the proliferation of certification programs that have been created of varying scope, complexity, and cost.
It’s really quite confusing oftentimes for me as a “professional” in the field, not to mention the responsible traveler who simply wants to do the right thing when they’re traveling and readily find the information they’re looking for from a credible source.
We here in West Virginia have tried to sift through all of this and done quite a bit of head scratching. We’re putting together a multi-faceted approach that I’m pretty excited about. Here’s a summary of our plan of attack.
Destination Stewardship
The West Virginia Sustainable Tourism Advisory Council is collaborating with the National Geographic Society to use their Geotourism platform to educate destination leadership on the Geotourism Principles.
NGS says “If communities in attractive locations do not control their own tourism development, chances are that somebody else will. Making a town or region an attractive, sustainable destination is a complex business involving local government, civic organizations, private businesses, as well as external organizations.
In geotourism, “more” is not always better; high quality is better. Beneficial tourists create more revenue and appreciate the distinctiveness of place, supporting local character and pride. Geotourism is about making each place better in its own way.
Adopting a geotourism strategy does not instantly turn a place into a geotourism destination. Doing so requires four parallel types of activity: defining, sustaining, developing, and marketing geotourism assets.”
We are encouraging destination leadership to create a tourism management strategy under the following categories to serve as a regional roadmap for stewardship.
- Aesthetics
- Environment
- Interpretation/Tourist Education
- Tourism Management
- Community Interaction
The WVSTAC will help destinations along the way with guidance, assessments, and focus group planning sessions. WVSTAC includes representatives from niche tourism initiatives such as cultural heritage tourism, culinary tourism, arts, green, etc. We hope the Geotourism initiative can serve as an umbrella for these niches to give them additional support, recognition, and promotion.
Authentic Travel Experiences
We plan to begin developing an online Geotourism Website in 2011 to allow local residents to highlight the sites, attractions, businesses, or activities that are somehow distinctive to West Virginia.
A local dish, a vista or building with a historic story to tell, a traditional event, a place where you can see a rare bird, a local type of craft or clothing—these are all geotourism assets. West Virginia has stories to tell, many of them unrealized and under-appreciated. Geotourism thrives on such distinctiveness: What makes West Virginia unique?
When tourists visit West Virginia, they need to have an interesting, enjoyable time exploring and learning about this amazing place. Their interest creates an opportunity for community entrepreneurs and organizations to share existing or potential assets that reflect and further develop the character of the place.
NGS and the WVSTAC will work with regional destination leadership to help them understand how to engage stakeholders in the Website nomination process and how to gain maximum benefit from the Website.
You Can’t Manage What You Don’t Measure
With many states developing their own version of a green travel certification program, most of them checklist based (check off current green actions or activities, earn the minimum number of points, and you’re in) it would seem redundant to create yet another one, yet we felt there was a need to create a program driven by a recognized benchmarking system.
TGA partnered with E3Check, the West Virginia Department of Environmental Protection, and the West Virginia Division of Tourism to develop a benchmarking system for West Virginia travel and tourism organizations. itravelgreen® is currently in pilot phase in West Virginia.
itravelgreen® uses the enviroIndex™ Sustainability Rating System to assess, on a numerical scale, the relative impacts of key economic, environmental, and social performance indicators.
The enviroIndex™ Sustainability Rating System uses two types of performance indicators:
1) Measures – An organization’s sustainability levels by using direct Measures of its current impact on energy, water, and waste; and,
2) Inventories – How well an organization is operated and maintained to ensure long-term sustainability through using Inventories of actions and facilities related to communication, energy saving, water saving, waste reduction, local involvement, purchasing, transportation, natural environment, and built environment.
Look for a revamped website and additional marketing features coming out soon as pilot participants complete the itravelgreen® enviroIndex™ Sustainability Registration Form and Rating Tool.
Go, Do, Share
As John Muir put it -
“Go! Drop it and Go! Go to the beauty of life that is free and open to everyone. Go and just be there in it, as a part of it… Breathe Life deeply. Live!”
We try to Drop it and Go as often as possible, hope you enjoy reading about our Appalachian adventures via Twitter, Facebook or on the TGA blog, and invite you to share some of yours.
What do you think of this strategy? Make sense? Any suggestions?
See you on the trail.