Slide 1:Tribal Tourism for Beginners by Jana Prewitt


Key Elements of Tourism Success :Key Elements of Tourism Success Needs & desires of tribe considered and planned for Good strategic plan Full range of traveler services—existing or in development Infrastructure exists or is being developed Visitor markets exist to make profit from development feasible


Keys to Great Tourism Planning :Keys to Great Tourism Planning Organizational development Get organized, recognized and funded Community Involvement Build interest & support among members Tourism product development Assess, create and enhance tribal assets, traveler services and infrastructure Tourism product marketing Market tribal resources to the right people in the right places at the right times


Top Ten Success Factors :Top Ten Success Factors 1) Clear long-term plan and short-term projects 2) Link to state-wide & national efforts, work regionally 3) Provide basics—restrooms, water, food, and lodging if possible, erect clear signage 4) Work with community to gain alignment and put safeguards in place to avoid negative impacts 5) Develop on several scales—entrepreneurs, small scale businesses, large scale tribal projects and link together


Top Ten Success Factors (cont) :Top Ten Success Factors (cont) Research visitor preferences—visitor surveys, comment cards, personal feedback—then improve services Develop a brand identify Promote tourism and educate visitors Protect the environment and cultural privacy Manage tourists—create flow, contain them, educate and create a mutually satisfying experience


Slide 7:5-7 people Marketing, public speaking, writing, art and graphics, web design, printing, advertising, organizing events, grant writing, tourism, cultural heritage Will, able, respectful of others Commitment Team player Meet own needs/get work done Views consistent with balancing community needs and tourism development Step 1—Build action group


Slide 8:Compile a list of the tribe’s natural, cultural, historic, recreational and human assets Sample tribal visitor asset inventory pg. 17 Inventory Summary Worksheets, pg. 19 Get outside and get lots of people involved— do “windshield tours” Use the list (later) to develop projects Improve community quality of life Attract and satisfy visitors Step 2— Do Tribal Assets Inventory


Slide 9:Step 3--Conduct Resident Attitude Survey Find out what tribal members really think about tourism benefits and costs Test the best ideas that come out of the community inventory Determine what areas are desirable to share or too sensitive to share with visitors Give the survey to newspapers, radio stations, local businesses & place in high traffic gathering places Actively encourage friends, relatives to complete the survey


Step 4a: Analyze your current and nearby markets :Step 4a: Analyze your current and nearby markets Successful marketing analysis will tell you: Who is already visiting and what they do. Kinds of visitors that are likely to visit if they are targeted Where marketing will do the most good What will help maximize visitation without further development What you already have you need to help protect, enhance and promote?


Research—I.D. Target Markets :Research—I.D. Target Markets Conduct visitor surveys at tribal attractions—casinos, visitor centers, attractions to find out who your customers are today. Offer incentive of some kind to fill out and turn in while on premises. Example of visitor survey in Tribal Tourism Toolkit Use available research State tourism research Canada—Travel Activities and Motivation Surveys by Lang Research National surveys of Canada and U.S. with statistics on tribal visitation interest U.S. Travel and Tourism Industries


Slide 12:Proximity from major population centers; proximity to interstates, major roads, reasonably priced airfare Number of people traveling through or near tribal land Tribal attractions and events Hospitality facilities that support those attractions and events—restaurants, motels, campgrounds, marinas, visitor centers Promotion strategy used to target market for tribal attractions and events Visitor cost to travel and stay with or near you overnight. Competition—who else is pursuing your target markets Step 4b—Analyze your market potential


Step 5—Analyze Project Impacts :Step 5—Analyze Project Impacts Look at each project for potential negative impacts and ways to mitigate, minimize or eliminate them. Work with your own natural resources folks Sample analysis available from Community Tourism Handbook, Western Rural Development Center, Oregon State University, Corvallis, Oregon. EPA, USDA Rural Development and National Resources Conservation Service can help.


Mapping Success :Mapping Success Set goals & rank by priority Express quantitatively Specify target, time lime Example: Goal: Increase overnight stays from Minneapolis/St. Paul visitors by 5% over next two years. Example: Goal: Increase successful large seven day group tours from UK from two to ten over the next two years.


Step 6—Sales &Test Marketing :Step 6—Sales &Test Marketing Give presentations to tribal groups followed by discussion periods and get informal validation of your draft (Don’t call anything a draft plan until the tribal groups have “weighed in”—use “concept paper” or “project ideas,” etc. ) Record attendance and results. Share results with the media.


Step 7—Get endorsement :Step 7—Get endorsement When the action group determines there is enough community support, make presentations to individual elected officials and get on the agenda for the tribal council or board meeting. Seek formal endorsement from the tribal government for the tourism plan. Keep modifying your plan until it is accepted and endorsed.


Mapping Success :Mapping Success Plot strategies (mixes) for different market segments—how to reach potential visitors in the most cost effective method possible Set budget for each market segment & strategy Implement Evaluate and correct


Elements of Tourism Marketing :Elements of Tourism Marketing Market research Package development & pricing Advertising & promotion Public relations and media


Marketing Starts with a Plan :Marketing Starts with a Plan Set goals—what you want to accomplish? Do internal research--product, business, service inventory Who is market ready? What are they offering? Season and hours? Can they discount price? Do external research Identify your potential market targets Who is already visiting? Age, income, geographic origin? Where do they stay, when, how long, doing what while visiting, wanting what else? Who is interested in coming? (Use the research of others—countries, states, attractions.


Mapping out success :Mapping out success Set goals & rank by priority Express quantitatively Specify target, timelime Example: Goal: Increase overnight stays from Minneapolis/St. Paul visitors by 5% over next two years. Example: Goal: Increase successful large seven day group tours from UK from two to ten over the next two years.


Marketing Plan (cont.) :Marketing Plan (cont.) Plot strategies (mixes) for different market segments—how to reach potential visitors in the most cost effective method possible Set budget for each market segment & strategy Implement Evaluate and correct


Marketing Research :Marketing Research Who is coming to your reservation? Couples, families, tour groups, affinity groups? Where are they coming from? City, state, zip? How are they getting there? Plane? Car? Bus? What are they coming to see and do? How long are they staying? How much money are they spending? What would keep them longer or cause them to stay longer and/or spend more money? What other interests do they have? Will they come back? What would entice them back? Have they/what will they tell their friends and family about their trip?


Research—Find Target Markets :Research—Find Target Markets Conduct visitor surveys at tribal attractions—casinos, visitor centers, forts—to find out who your customers are today. Offer incentive of some kind to fill out and turn in while on premises. Example of visitor survey in Tribal Tourism Toolkit Use available research State tourism and regional org tourism research Canada—Travel Activities and Motivation Surveys by Lang Research National surveys of Canada and U.S. with statistics on tribal visitation interest U.S. inadequate by comparison--needs pressure to come up to Canadian standard


Marketing Visitor EXPERIENCES :Marketing Visitor EXPERIENCES Market each element of the trip—enhance quality with attention to detail Trip Elements and Actions that Create Value: Experience at site—provide info on history and culture, local attractions, info on lodging, food Recollection—provide info on quality souvenirs, art and crafts, mementos, coupon or discount for future return trip Trip planning and anticipation—provide directions and maps Travel to site area—provide time and distance estimates, attractions info en route


National research—tribal tourism :National research—tribal tourism 26.2% of U.S. travel market participated in an aboriginal-related tourism activity or exhibited an interest in aboriginal tourism attractions 26.2% = 44.8 million Compared to 15.3% of the Canadian market 15.3% = 3.0 million In U.S. and Canada, the people most likely to be interested or participate are mainstream mature singles and couples and senior singles with higher educations than average.


Tribal Tourism Research :Tribal Tourism Research Ad & promotion materials should emphasize natural, cultural and learning-related opportunities Visitors consult more information sources when planning vacations, especially travel articles in newspapers and magazines, state travel offices and websites, and travel guides Print media-paid and earned—is the most efficient way to reach your target markets


U.S Tribal Tourism By Region :U.S Tribal Tourism By Region Percent population who traveled to Indian country in the last two years or intends to travel in the next two


Regional Interest & Participation :Regional Interest & Participation SE Coast=FL, GA, NC, SC Mountain=NM, AZ, UT, CO, NV, ID, WY, MT ES Central=AL, MS, TN, KY WS Central=TX, OK, AR, LA Pacific/Hawaii=CA, HI, OR, WA, AK WN Central=KS, NE, SD, MO, IA, MN EN Central=WI, IL, MI, OH and IN New England=ME, CT, MA, RI and VT Mid-Atlantic=PA, NY, NJ


Interest by Demographics :Interest by Demographics


Modes of Transportation :Modes of Transportation Touring by personal vehicle—39% Guided tours—30% Cruises—30% Air tours—18%


Other Activities and Interests :Other Activities and Interests Nature sightseeing Hiking, canoeing, biking Museums, arts, historical sites Cultural activities, demnostrations and festivals


Information Sources Consulted :Information Sources Consulted


Defining Travelers :Defining Travelers Group travelers-typically groups of 20 – 45 travelers by motorcoach for significant part of trip, with a tour guide and itemized itinerary FIT--Fully Independent Traveler—non-group traveller Group IT—Group Independent Traveler—small customized groups of less than 15, who may or may not stay together for the entire trip.


Tourists—How to Reach Them :Tourists—How to Reach Them Fully independent travelers (FITs) Direct mail market to those who’ve been Offer discounts for friends and family referrals Travel sections and travel magazines—earned media and /or print ads Inclusion in state fulfillment packages Travel agents—make packages 10% commissionable, reached through direct mail brochures, video/DVD, put “Travel agents welcome” in print materials Direct response TV


How to Reach Them :How to Reach Them Small & large groups (8 to 48) Travel trade marketing—domestic and international Tour operators—trade shows Packaged and priced (net/net) itineraries, brochures, booth displays, CDs and DVDs Travel agents—direct mail, CDs, commissionable rates Affinity groups (churches, youth groups)-- direct mail, CDs


Most Effective Media :Most Effective Media Internet National Geographic Travel Magazines Travel sections—newspapers General interest magazines


Targeting Travel Readers :Targeting Travel Readers Twice as likely to participate in hands-on learning experience 80% more likely to experience different cultures and ways of life 40% more likely to visit historic sites 40% more likely to want to see unspoiled nature 30% more likely to visit casinos and gamble. Travel readers are Travel Innovators Not afraid to rough it Fine arts and culinary experimentation Internet and Earned Media the most cost-effective ways to advertise and promote


Financial Viability Formula :Financial Viability Formula


Packaging Timetable :Packaging Timetable


THANKS FOR COMING :THANKS FOR COMING