Tourism is the 1st, 2nd, or 3rd largest economic engine in every state in the nation. Still, some trends in economic development, such as the in vogue Creative Class theory, dismiss tourism, arguing that communities should focus on knowledge-based industries rather than service economies.

That's all well and good, but many towns, especially rural ones, are never going to attract a Microsoft plant or a university think tank. These places have historically depended on tourism, and no doubt the industry will continue to play a role in their economy.

Modern economic development theories, such as the New Economy, Creative Class, and Triple Bottom Line doctrines, say communities must consider economic growth alongside environmental and social "bottom lines."

Because the tourism product increasingly is the social and natural environment, Civic Tourism argues that no industry is better suited to contribute to and benefit from Triple Bottom Line thinking, but industry leaders must step forward, own it, and "rethink economics."

 

•Request a half- or full-day workshop about "Rethink Economics."