How do we go about "reframing" tourism's role? Begin with these three strategies:

Rethink Economics
The so-called Creative Economy generally dismisses tourism as a responsible form of economic development. Just the same, the tourism industry overlooks the Creative Economy. Both are missing the boat!

Invest in the Story
By investing in "place" conceptually and financially, towns can create an appealing tourism product. But it's not easy work. Communities must do place-based "research and development."

Connect to the Public
Communities should extend the conversation about tourism development to include the people often the most affected by the industry's decisions: residents. Tourism is more likely to succeed with the public on your side - and vice versa.

 

•Request a presentation about the three strategies.