The way we frame something often
determines how we relate to it, value it, and act toward
it. Civic Tourism uses "frame flipping" in two
1. Does place
serve tourism or does tourism serve place? Historically
towns have used (some would say "exploited") nature,
culture, and other place-based assets to serve the tourism
economy. But if place is only an economic tool, we
risk undermining it. Flip the frame: use tourism to serve
place. Studies show that towns which invest in preserving
place have the healthiest economies.
2. Are you
building your town for residents or visitors?
Civic Tourism says towns should flip the frame:
design communities for the people who live there. Experience
suggests doing so will ultimately draw high-value visitors.
On the other hand, if towns put too much emphasis on attracting
and pleasing outsiders, they risk compromising their place-based products,
alienating residents, and attracting mostly "drive-by"
line: focus on developing healthy communities
rather than only growing tourism economies.