Archive for September, 2008

The Littlest Interpreters

by Heidi Bailey

In a small Costa Rican town, children are the beneficiaries of community development projects funded by tourism.

In a small Costa Rican town, children are the beneficiaries of community development projects funded by tourism.

“Is green tourism possible?”

My husband asked me this question when I invited him to join me on an eco-tour of Costa Rica.  The tour was an educational trip for students and small business owners with an interest in green tourism.  My husband’s question referred to the three-hour drive to the airport, the flight from Washington D.C. to Costa Rica, and our travel in-country.  The efforts made by our green accommodations would not reverse the effects of the fossil fuels we burned to get to these places.

I grappled with this question until day six of the tour, when I unexpectedly discovered my answer in the faces of a group of school children. In the town of La Gamba, the children were part of a community effort to interpret the culture of Costa Rica for visitors. That day, our tour group learned an important lesson from these little interpreters: Green tourism is as much about sustaining cultures as it is about sustaining the Earth.

The nine-day tour took place in July and August of 2005. The purpose of our trip to Costa Rica was to observe how a country that is experiencing a rapid growth in tourism is handling the pressures on both the natural and social environment.

Our group of eight toured various green lodging facilities that ranged from yurt-like tents to cabins to a plush bed and breakfast. We saw an impressive array of green technologies at each place we visited, such as a solar clothes dryer, water-powered generator, and recycled gray water system.

But our eco-tour also focused on another aspect of green tourism—the people. Costa Rica has developed a Certification for Sustainable Tourism program that consists of a scale of five levels of sustainability. One of the certification’s major criteria is that a tourism business must improve the quality of life in the local community. The project in La Gamba had earned a spot in our eco-tour for its level of achievement in this area.

On day five of the trip, our group arrived at the Esquinas Rainforest Lodge in Costa Rica’s remote southern zone. We stayed in a cluster of bungalows across the grounds from the main lodge. A pond lay between our rooms and the lodge, and a trail carefully skirted the water as if trying to avoid the caiman alligator that lurked there. We could sometimes see the gator’s eyes and nose poking out of the water, watching us disdainfully; it seemed to be daring an unsuspecting tourist to enter its domain.

The morning of our tour in La Gamba, we gathered at the main lodge. The open-air structure had a large roof thatched with 60,000 palm leaves. Exotic, brightly colored flowers grew right up to the railings that separated the human common area from the surrounding jungle. Costa Rica is warm year round, making walls an unneeded barrier to the natural world.

A serve-yourself bar and a scatter of chairs invited guests to relax. The night before, our group had sampled the bar’s offerings, jotting our choices down on a clipboard. The bar operated on the honor system. While we imbibed, a local guide taught us to craft grasshoppers out of palm fronds—a bit more challenging than the crosses I made on Palm Sunday as a child. Our little army of crooked insects awaited us there the following morning.

Across from the bar, a group of tables served as a dining area. We gathered there for a breakfast that consisted of beans and rice and the freshest pineapples and coconuts I had ever tasted. A mural on the wall separating us from the kitchen depicted brightly colored plants and trees, making the open room blend seamlessly with the surrounding jungle.

During breakfast, we met with Michael Schnitzler, a well-known violinist and founder of a nonprofit organization called Rainforests of the Austrians. He told us the story of how he became involved in protecting the Esquinas forest and the people who live there:

I came here as a tourist the first time in 1989 and fell in love with the country. I found that this whole forest, the Esquinas forest, which is about 140 square kilometers, was endangered by logging and was all in private hands. The government had declared this area a national park on paper, but only when each piece of property was bought and donated to the park system would it be a real park.

I was worried about this beautiful forest disappearing. It was the last unprotected lowland tropical rainforest on the whole coast of Central America, where primary rainforest leads right down to the coast. I talked to people from the National Park Service and they said, “What we really need is money to buy the property.” So I started the organization Rainforests of the Austrians and we started looking for donations.

To date, 70 percent of the land has been bought and donated to Piedras Blancas National Park.

Of course, any time land is incorporated into a protected area, a tricky situation arises. The local people no longer have access to lands they once depended on for survival. Schnitzler’s solution to this problem was to build the Esquinas lodge and provide employment to the people living at the edge of the park.

Eager to learn about the project firsthand, we made our way to the elementary school in La Gamba—a bright blue building with a few classrooms that opened onto a covered veranda.

We crowded into one of the rooms, where a dozen or so students sat at desks, each neatly dressed in a blue and white uniform. The children took turns standing to politely introduce themselves. “Me llamo…” They followed their introductions with a lively song, to which we responded with a badly sung rendition of “Old MacDonald Had a Farm.”

In La Gamba, conservation is a community effort that includes everyone, even the children.

In La Gamba, conservation is a community effort that includes everyone, even the children.

Following the warm welcome, the children ushered us to the veranda, where the older students had paired up and formed a circle, ready to dance. The boys looked dapper in their cowboy hats, crisp white shirts, and red bolo ties. The girls held their long skirts up like the wings of butterflies and as the music started, they swirled the bright fabric about their feet.

The little dancers skipped and bowed, dipped and spun, expertly performing several traditional folk dances. During the last set, a small hand suddenly grabbed mine and I joined the dance. I was a poor substitute for the young boy’s usual partner, but I was delighted to be included.

The children seemed to stay cool and fresh in their costumes, though the day was hot. The Esquinas forest was the most humid place I had ever visited or even imagined. My hair has a bit of natural curl that typically gives it a nice wave; there, I looked like a 1980s rock star.

Thankfully, the children didn’t seem to mind my funny hair and two left feet. They smiled with genuine pleasure, bowed, and thanked us for our visit. It was time to move on, but our school day seemed much too short; we left wishing for just one more lesson.

We were in luck. Though the children needed to return to their studies, the community had more experiences planned for us. We happily spent our money on local crafts, chatted with an enterprising group of women who owned a shampoo business, savored a homemade pastry and a tomato/rice/cola concoction that resembled a smoothie, and shook hands with two national park rangers.

Our Costa Rican guide then introduced us to a couple of beady eyed, pointy nosed critters called pacas. “This is an animal that is endangered because it has been hunted for years,” she told us. “Hunters get about $10 per kilo for the meat. If they hunt twice a week, with two animals they make the salary of a month.”

One of these hunters had been Jose, the guide at Esquinas lodge who taught us how to make grasshoppers. Now instead of hunting the paca, he uses his knowledge to run a breeding program for the rodent-like animal.

The animals of Costa Rica are one of the reasons that so many people visit the country. Costa Rica boasts a whopping five percent of the Earth’s animal and plant species, yet it is no bigger than the state of West Virginia.

There is something primal about walking through the tangled jungles of Costa Rica, listening to the scream of howler monkeys, watching sloths dangle from the treetops, brushing past all of the unearthly looking vegetation. I half expected a vine to reach out and wrap around my legs or to see a Tyrannosaurus Rex come crashing through the undergrowth. Earlier in the trip, I had been quite disturbed to see crocodiles lounging downriver from where we had been rafting.

Ironically, the diversity of life that visitors come to see is being destroyed by rampant tourism development. Tourist favorites like monkeys and leatherback turtles have been particularly hard hit. In many areas, developers have taken advantage of Costa Rica’s limited zoning laws. Now raw sewage pours into the streams and oceans, trash lies uncollected in the streets, the turtles’ beaches are overrun, and fertilized runoff feeds algae that smother coral reefs.

The explosion of tourism seems to have caught the otherwise environmentally sensitive country off-guard. The government is suffering from its failure to have the necessary zoning laws and utility plans in place prior to this rapid period of growth.

Yet Costa Rica has been a model of success in other ways. More than a quarter of its lands are in protected areas and the majority of Costa Rica’s energy is generated by wind and hydropower. The environment minister recently pledged to make Costa Rica entirely carbon-neutral by reducing and offsetting greenhouse gas emissions. In addition, consumers must pay a water tax to subsidize landowners for preserving forest “factories” that supply fresh water and clean air.

There is hope in the tourism arena as well. Though slow to respond, the government has started to impose building restrictions and to address the problems of fecal contamination along popular beaches. In addition, the World Wildlife Fund recently reported a record birthrate of leatherback turtles due to local patrols that protect nesting areas.

And many places, like Esquinas Rainforest Lodge, strive to balance the natural and social environment with the needs of visitors. All of the lodge’s proceeds are invested into the community for projects such as small business development, medical facilities, and education. The lodge’s website states, “The ultimate goal is to prove that a small, ecologically safe nature lodge can generate enough income to raise the living standard of a whole community of 70 families.”

The day’s lessons hit home when we ended our visit to La Gamba by touring a newly constructed home. The little red house only needed a few finishing touches before its family could move in. This was a tangible example of how tourism revenue was raising the standard of living in the community. A young girl with big brown eyes rushed out of a small wooden shack next door and beamed at us proudly—this was going to be her new home.

Many of La Gamba’s residents are children. Everything we had seen—the nonprofit lodge, the schoolhouse, the craft and shampoo sales, the preservation of the land and its diverse species—benefited the children.

A member of our tour group later wrote to me, “I realized I was seeing those kids as they would probably be as adults—the rabble-rousers, the thinkers, the entertainers. I was impressed with their curiosity, obedience to gentle instruction, and what seemed like genuine camaraderie with strangers. Also, the fun they had while singing and dancing. I can’t help but think that close family ties and small community cohesion had a lot to do with it.”

I thought about how often I walk into a visitor center in the U.S. and find exhibits on sustainability side-by-side with imported souvenirs and snacks. I believe that we can learn a lesson from La Gamba. Each time an interpretive site stocks its shelves, the children that call the area home should be considered. Does the site give local families a reason to embrace cultural traditions and protect the natural environment? Does it help tourists notice and seek out sustainable experiences?

If we wanted to entirely eliminate our negative impacts on the Earth, we would probably just stay home. But it is in our nature to want to see new places and meet new people. And such experiences can help us to live more gently by showing us the people, places, and life that make the Earth worth caring for.

To me, green tourism is about staying away from resource-intensive resorts, shunning familiar chains, and getting out and experiencing what the community has to offer. In turn, as a tourist, I hope that I can help the local people find value in protecting the natural environment and their cultural traditions. In this sense, green tourism is a very real possibility.

I once heard someone say, “A child is the only language that we all have in common.” In La Gamba, conservation is a community effort that includes everyone, even the littlest children. Tourism encourages the town’s residents to preserve the land and their customs and to share their culture with visitors.

My brief interaction with the children of La Gamba made a lasting impression on me. This journey allowed me to finally answer my husband’s question honestly:

Yes – green tourism is possible.

For More Information
Certification for Sustainable Tourism www.turismo-sostenible.co.cr/EN /home.shtml

Esquinas Rainforest Lodge www.esquinaslodge.com /home.html
Rainforests of the Austrians www.regenwald.at/de/home.html
Costa Rica National Parks www.costarica-nationalparks.com

Heidi Bailey, Certified Interpretive Guide, is a volunteer interpretive specialist at Florissant Fossil Beds National Monument. Contact her at geointerpretation@yahoo.com.

Green Tourism and the Interpreted Experience: Finding a Sustainable Balance

by Diane Gaede

Eco-touring in an Eastern Beach Town

Coastal Kayak guide Ken Arni

Coastal Kayak guide Ken Arni

I was biking with a mission on a perfectly clear, sun-shiny morning in June—the start of the tourist season in Fenwick Island, Delaware. Most of the attraction to this small beach town is sun, sand, and the Atlantic Ocean two blocks to the east, but I would be exploring the bayside of the barrier island this morning. I had signed up for the salt marsh eco-tour with Coastal Kayak (a local sailing and kayaking center) and I busied myself selecting my life jacket and water shoes as the other tour customers arrived—15 of us in all, some families, some couples, and some singles like myself.

Once we were all outfitted, we piled into a cargo van and drove north up the coastal highway with our guides, Ken and Mary, towing kayaks and paddles. Arriving at the launch site north of Indian River Inlet, we unloaded and sorted ourselves into nine colorful kayaks. As our group paddled off, I grinned to myself—I was on the water, in the quiet, peaceful environment of Assawoman Bay, and I was about to become immersed in bay ecology.

How the Green Consumer Movement Impacts the Tourism Industry
“All things that are considered natural, organic, authentic, and healthy are considered to be part of the green market, which is one of the fastest growing markets in the consumer marketplace,” says Peter Krahenbuhl, vice president of Sustainable Travel International.

“Green” as both a term and a theme is very “top of the mind” these days, and corporations are becoming savvier in their consideration of environmental and social responsibility as a part of their strategic development policy. Consumers have become more aware of the potential consequences of climate change, toxins in the environment, natural resource depletion, poor health and nutrition, and other social issues. And they are taking their “green” concerns to those from whom they buy goods and services.

Economist Michael Conroy describes a consumer revolution that is catalyzing a move toward sustainability within corporations and the global economy in his book Branded! How the “Certification Revolution” is Transforming Global Corporations. The book is rich with stories of polluting companies, crusading nongovernmental organizations, green marketing campaigns, and corporate successes and failures.

According to the Natural Marketing Institute (2006) the segment of “green buyers” who make purchases with preserving the environment in mind, and who aspire to live a Lifestyle of Health and Sustainability (LOHAS), has grown to 17 percent. Another 21 percent of conscientious consumers classified as “naturalites” have a strong natural/organic preference for healthy food and beverage products. Taken together, that means 38 percent of all U.S. consumers think green when making purchasing decisions. (The remaining consumer categories include “drifters” (19 percent), who have green intentions, but can let other factors such as price or current trends influence their purchasing decisions; “conventionals” (20 percent), who do not have green attitudes, but may practice environmental behaviors such as recycling; and “unconcerned” (21 percent), who do not consider the environment to be a priority.)

A recent survey by Deloitte’s Tourism, Hospitality, and Leisure research group found that U.S. business travelers are increasingly making daily choices to reduce their environmental impact, and they have specific expectations about the green practices that hotels should be adopting. About a third of travelers surveyed were very concerned about green travel, and said it affected their travel behavior. Some 34 percent “seek out hotels that are environmentally friendly,” and 38 percent have researched green lodging facilities either online or by asking friends and relatives.  Similarly, 28 percent say they would be willing to pay 10 percent more to stay in a green lodging facility.

Additionally, 71 percent say they believe the lodging industry is only “somewhat” green, with an additional 23 percent saying the lodging industry is “not at all green.” Several travelers reported that they stayed at a hotel that didn’t allow them to be as green as they wanted to be because their requests to not change sheets or towels were ignored by the hotel.

“Today, sustainability is a market imperative as customers increasingly hold the nation’s hotels accountable for green practices,” said Neale Redington, the Deloitte hospitality leader. “We found there is often a discrepancy between what travelers expect of hotels and the green initiatives that hotels ultimately undertake.  Those that do the best job of delivering on their promises of sustainability will win the day with tomorrow’s increasingly discerning business travelers.”

The Many Faces of Green Tourism
Green tourism is a broad term covering several niche categories that include ecotourism, sustainable tourism, heritage tourism, geo-tourism, responsible tourism, and even civic tourism. While each of these terms has its own definition, professionals from these fields agree that tourism can be more personally meaningful, more beneficial to the local community, and less exploitative of the environment than the mass tourism business model. As evidence of the growing demand for travel that has a positive impact on the planet, a recent study sponsored by the Travel Industry Association of America and National Geographic Traveler found that 55 million Americans could be classified as “sustainable tourists.” The study concluded: “These travelers have ceaseless expectations for unique and culturally authentic travel experiences that protect and preserve the ecological and cultural environment.”     Eco- and heritage tourism create opportunities for visitor understanding and appreciation of nature and culture to be integrated in the tourist experience. Ecotourism as a term was first used in 1987 by Hector Ceballos-Lascurain, a Mexican architect and regional planner who defined ecotourism as “environmentally responsible travel and visitation to relatively undisturbed natural areas, in order to enjoy and appreciate nature (and any accompanying cultural features—both past and present) that promotes conservation, has low negative visitor impact, and provides for beneficially active socio-economic involvement of local populations.” Ecotourism incorporates ethical elements that educate tourists on how to reduce their environmental impacts and how to relate in a meaningful way to the surrounding natural environment.

Ecotourism, when done well, directs economic and other benefits largely to local residents and maximizes their participation and control over the kind and amount of tourism that occurs. Part of the process of a community’s conversion to ecotourism engenders the creation or strengthening of social and working relationships among locals, conservation agencies, and the natural resource itself.

Ecotourism aspires to match a transformative tourist experience with environmental or socially responsible behavior—illustrated by donations made by most ecotourists to local schools, health clinics, or conservation groups at the end of their visit. As an economic engine, ecotourism also aligns well with the principles of sustainable tourism development. (Sustainable tourism is broadly concerned with the triple bottom line—the social, economic, and environmental impacts to a physical setting and its human community.) The international ecotourism community has been working hard to encourage the tourism industry as a whole to operate with integrity to promote natural ecosystems, cultural heritage, and other elements of local and indigenous communities around the world. While ecotourism professionals lament the lack of universal guidelines for eco- and sustainable tourism providers (as well as the “greenwashing” that occurs by those tourism providers who use ecological  terms, but who do not deliver a true ecotourism experience), a program to pressure truth in advertising is about to be launched.

Sustainable Tourism International has created “STEP into Sustainability,” an education and training program covering eco-certification. The STEP program hopes to demonstrate to tourism providers that getting certified has positive impacts on their bottom line. By visiting accredited sites, tourists will feel confident that the business they patronize is indeed protecting ecosystems and the well-being of local people.

Interpretation to Facilitate a Sustainable Tourism Agenda
Facilitating a sustainable interpreted experience for an area has tourism industry professionals paying attention to four primary questions:

Laughing gulls (with black heads) and herring gulls (white heads) prepare to feast on horseshoe crab remains as mating season ends.

Laughing gulls (with black heads) and herring gulls (white heads) prepare to feast on horseshoe crab remains as mating season ends.

How can interpretation make the visitor experience fun and memorable? Certainly, ecotours can be entertaining and fun for those who have selected an activity that is usually recreational (hiking, biking, kayaking, bird-watching, etc.) and educational. It is the interpreter’s touch that makes a tour personally relevant and thematic, creating good memories of the experience. The National Association for Interpretation’s training and certification programs for interpretive guides and hosts strongly contribute to the sustainable tourist experience.

How can interpretation mitigate negative tourist impacts? As part of a themed talk, interpreters incorporate examples and demonstrations that illustrate negative environmental, developmental, and human impacts. Interpreters address such topics as habitat loss, endangered species, and ethical considerations of conservation versus urban development. Sustainable development solutions and ecotourism benefits to the local community can involve the visitor through “voluntourism” opportunities. Tourists can be educated on positive environmental impacts.

How can interpretation encourage positive attitudes toward nature conservation? Tourism companies and conservation agencies that provide an advertised ecotourism experience pay attention to who their audience is and work hard to create interpreter-led experiences that stay with the visitor after they have returned home. Communication psychology can be useful in changing behavior, and invoking lessons from the theories of “reasoned action,” “planned behavior,” and the “likelihood of persuasion” helps interpreters make a difference in how other people think, feel, and behave. Interpreters convey the “so what” message that holds our attention, remains in our memory, and has a positive effect on our behavior.

How should/could interpretation be used to link tourism outcomes to corporate/strategic objectives? Interpreters and tourism providers would be well served to partner with convention and visitors bureaus, chambers of commerce, non-governmental conservation agencies, universities, consultants, and others to create a long-term strategic plan where sustainable tourism and interpretive activities are strongly linked. As award-winning ecotourism projects have found, strong interpretive programs make good business sense.

In the United States, many tourism/hospitality leaders have been looking to understand the full package of opportunities gained through implementing a sustainable heritage tourism strategy—not only the financial, profit-generating side, but also heritage tourism programming, risk mitigation, and the broader marketplace attraction of sustainability. The tourism, hospitality, and leisure industry is recognizing the importance of environmental and social responsibility as a core business strategy—along with the understanding that this philosophy involves partnering with shareholders, consumers, retailers, suppliers, employees, nongovernmental organizations, state and federal governments, and scientific and academic institutions.

Vacation Landscape, “Eco-terpretation” Opportunities
Certainly, Fenwick Island loves the mass tourist who comes to the resort town to play in the ocean, lie on the beach, eat crabs, and play miniature golf. (I have happily partaken in these activities myself.) Many seaside retail shops make their yearly living during the three lucrative months of the summer season. But that June morning, my eco-group had chosen an up-close, personal, and uncrowded experience with nature, and I was enjoying my kayak adventure through the grassy marsh.

As we paddled across Assawoman Bay, our guide, Ken, talked about his favorite recreational pastime: exploring the inland waterways on his kayak. It was his curiosity about this retirement locale that led him to read up on the area and seek employment with Coastal Kayak. Ken clearly cares about the bay as a natural resource that helps the Delaware watershed stay healthy.

As we arrived at a grassy strip of land, Ken emphasized how different the brackish bay water is from the salt-water ocean, having us pause for a moment to listen and hear that it was quiet—but with a lot going on.

“You will notice a lot of meadow cordgrass and spikegrass around you,” he said. “These grasses are important because they process the salt from the brackish water and extrude it out to the end of the blade of grass, where the salt turns up as nodules on the blade’s end. Notice the ribbed mussels just under the water? They attach themselves by sending out a thread from their ‘foot’ that attaches to the base of the cordgrass. These mussels are poisonous unless you harvest them when the mussel is open. Once they are washed and well-cooked, they can be eaten.”

We paddled up to a small, sandy island and our gaze was held by hundreds of horseshoe crabs, both living and dead, that surrounded us. “It’s mating season,” Ken began, and pointed to mating pairs beneath the surface of the water. Selecting one unsuspecting specimen, he flipped it over for our investigation. “This is a male – see his grabbers? He uses these to hang on to a female for five to six weeks.”

“But what if the female wants to go somewhere else?” asked a curious boy. Ken grinned and looked at us. “Well, she drags her mate along with her wherever she goes. How would you like your spouse to tag along with you for a month?” The boy’s eyes widened in concern. “The urge to create baby horseshoe crabs is very strong,” concluded Ken, “and as you can see, some don’t survive.” It was a reflective group of ecotourists that surveyed the chaotic scene—horseshoe crabs everywhere, and squawking gulls and sandpipers nearby, ready to feast on the remains. It was a passion play starring the cast of the local natural reality show, “Survival of the Salt Marsh Fittest.”

Disembarking from the van upon our return, I felt very satisfied with my ecotour experience. Coastal Kayak had indeed provided me with a unique and enjoyable experience that was the highlight of my vacation, while at the same time creating an appreciation and awareness of the importance of preserving local natural resources.

And as I climbed on my bicycle and headed back to my beach cottage, I mentally patted myself on the back for my low-carbon transportation footprint.

What You Can Do While Traveling
By exploring alternative travel choices, you can have a unique trip and avoid leaving negative marks on cultures, economies, and the environment.

  • At the hotel: Ask about environmental policies and practices. Talk with staff about working conditions. Does the hotel support community projects?
  • Language: Learn a few words of the local language and use them.
  • Dress: Read up on local conventions and dress appropriately. In many countries, modest dress is important.
  • Behavior: Be respectful of local citizens’ privacy. Ask permission before entering sacred places, homes, or private land.
  • Photos: Be sensitive to when and where you take photos/video of people. Always ask first.
  • Environment: Respect the natural environment. Never touch or harass animals. Always follow designated trails. Support conservation by paying entrance fees to parks and protected sites.
  • Animal products: Never buy crafts or products made from protected or endangered animals.
  • Buy local: Choose locally owned lodges, hotels, and B&Bs. Use local buses, car rental agencies, and airlines. Eat in local restaurants, shop in local markets, and attend local festivals/events.
  • Hire local guides: Enrich your experience and support the local economy. Ask guides if they are licensed and live locally. Are they recommended by tour operators?

(From the International Ecotourism Society)

For More Information
Ceballos-Lascurain, H. (ed.) 1996. Tourism, Ecotourism, and Protected Areas: The State of Nature-Based Tourism around the World and Guidelines for its Development. Gland, Switzerland: International Union for Conservation of Nature.

Conroy, M. 2008. Branded! How the “Certification Revolution” is Transforming Global Corporations. Gabriola Island, British Columbia, Canada: New Society Publishers.

“Industry Trends 2008.” Deloitte: Tourism, Hospitality & Leisure. www.deloitte.com/us/thl.

Stueve, Cook, & Drew,  2002. The Geotourism Study: Phase I, Travel Industry Association of America. National Geographic Traveler.

Krahenbuhl, P. 2008. “STEP into Sustainability.” Sustainable Tourism International. www.sustainable travelinternational.org/documents/ op_ecocertification.html.

Diane B. Gaede is associate professor of recreation and tourism at the University of Northern Colorado. She teaches commercial recreation and tourism and leads interpretive study-abroad trips to Europe and Belize. She loves to travel sustainably and seeks local ecotouism opportunities and experiences wherever she goes.

Dan Shilling: Author, “Civic Tourism: The Poetry and Politics of Place”

2008_nai_nw_keynote_shillingDan Shilling worked at the Arizona Humanities Council from 1984 until 2003, the last 14 years as director. He guided Arizona’s early research on heritage tourism, editing three publications and earning several awards, including the Arizona Office of Tourism “Person of the Year Award” and the Museum Association of Arizona “Distinguished Service Award.” Dan recently directed a three-year project on place-based tourism, resulting in the book Civic Tourism. He teaches a seminar at Arizona State University (ASU) on sustainability, and he recently received an ASU fellowship to research the connections between Aldo Leopold’s Land Ethic and sustainability.

How do you define the term “civic tourism”?
We present it as a tool for communities that are already doing place-based tourism, but maybe it’s not working as well as they had hoped. Civic tourism is a way for communities to figure out how to do place-based tourism better. It involves rethinking what tourism is for, reframing the purpose of tourism.

I had been researching and practicing cultural heritage tourism for a long time, and after about 10 years, I asked, “Why isn’t it working?” The questions I kept coming back to were: “If place is so important to tourism, why are our places being destroyed?” (Drive around the West and you’ll see what I’m talking about.); and “If museums, parks, cultural sites and heritage institutions are so important to tourism, why is their funding always in jeopardy? (In many places it’s been decreasing for the last 10 to 20 years.)

What do you mean when you say that the mission of civic tourism is to “reframe” tourism’s purpose—from an end to a means?
If you look at the way most communities talk about tourism, their annual report says, “This is how many people came, and this is how much they spent, and this is the bed taxes that were generated, etc.” That’s what we mean by seeing tourism as an end.

What we say is, don’t look at the industry as an end in itself, but look at tourism as a tool that can help people preserve and enhance the things they love, admire, and respect about their place. That’s a difficult frame flip for some in the traditional hospitality industry. If you go to most tourism conferences and listen to the people thumping their chests about what a great program they have, what they’re generally saying is, “This is how we got more people to come to Yuma, Arizona.” They are not saying, “This is how we used the industry to help the people of Yuma preserve their Native American culture.” That’s a different way of looking at tourism.

How does a community go about “investing in place”?
First we need to know what place is, and that’s what interpretation is about, telling the story of a place. We should invest in the very thing we are marketing, both conceptually and financially. In most states, funding has increased significantly in the last decade for offices of tourism, convention and visitors bureaus (CVBs), and chambers of commerce, while museums, state and national parks, heritage centers, and cultural institutions—their funding has been stagnant or actually declined.

What the heck is place and who gets to define it? That’s where the word “civic” comes in. The people most affected by the tourism industry are those who live in the community, and yet most tourism conversations are very narrow. It’s typically your chamber of commerce, and we know who sits on those boards—car dealers, hoteliers, realtors, developers, the growth industry. They’re not in the place-making business.

The question I raise naively when I talk to communities is, “If your tourism product is historic Main Street, why isn’t your office of tourism with the historical society?” Chambers of commerce are about growth, and that’s okay, but sometimes growth can get in the way of quality tourism. Tourists don’t generally travel to go to sprawl and Wal-Mart.

My friend Mark McDermott, who used to be the tourism director here in Arizona, is fond of saying, “More is not better; better is better.” If we build healthy places for our residents, tourists will come. But if we focus on designing a community to attract tourists, we may do that, but we may also alienate locals, creating an ugly us-and-them dynamic.

How does a place prevent itself from being defined by tourism instead of its tourism being defined by the place?
When we get everybody in the room, that is the question we ask: Does place serve tourism or does tourism serve place? If you look at the way many communities’ programs are designed, it is not done by locals. It’s outside corporate forces and consultants saying, “This is how to get more people to come to Tombstone.”

And look at the results: Tombstone, which has about 1,200 residents, attracts 500,000 visitors a year. Every day there are more tourists in town than residents. But they stay about two hours and spend $10. That’s no way to build a tourism economy. The National Park Service threatened to withdraw the town’s National Register status because they had so compromised their history. I mean the town had just become schlock—I call it rubber tomahawk tourism. Happily, things are changing in Tombstone.

One way to effect change is to create something like a place committee. Get this conversation out of your CVB. Get it out of your chamber of commerce and create something that’s driven by people, by citizens who care, not distant corporations.

What is the “creative economy” and what does tourism have to do with it?
Economists like Richard Florida, Herman Daly, and Paul Hawken say if you invest in the thing that makes your place special—its history, culture, environment—ultimately it is good for the economy. I argue that the tourism industry is basically out to lunch on this—still trapped in industrial-age economics. But what sector is better positioned to take advantage of history, culture, and sense of place than tourism? What industry benefits more from uniqueness, distinctiveness, character, and culture? Who gains more from a clean, healthy environment? My challenge to the tourism industry is to align yourselves not so much with the asphalt paving companies and the folks who just want to grow your town. You should be standing shoulder to shoulder with The Nature Conservancy and the museums and the sense-of-place crowd because that ultimately is going to be better for the industry and your community.

I was just in a little town called Baraboo, Wisconsin, where the Aldo Leopold Foundation is. I applaud Baraboo, there are wonderful projects going on there, but you can’t become complacent. Scott Sanders says the making of place is never done, you have to remain vigilant. One mission of civic tourism is to create an ethic in the community so that when good chamber of commerce directors like the one in Baraboo leave, or when office of tourism directors change, there is a community ethic that remains, one that says, “This is what we care about.”

Incidentally, the tourism business can learn a lot from Aldo Leopold because he was a leading voice for sustainability and community building. He wrote about our relationship to the environment and our responsibility to it, and that’s a big part of civic tourism—being responsible for place.

What is the role of heritage interpretation in civic tourism?
I’m afraid most people in the tourism business don’t know how hard place-making is. Anyone who’s worked in a museum knows that. Interpretation is not just marketing and it’s not only a financial investment—it’s conceptual, too. I go into too many museums and heritage centers where I leave and I still don’t know what their story is. It’s the “grandma’s attic” thing, where there are some cowboy boots here, a sewing machine there that says, “Circa 1872,” and I am trying to figure out what their story is, what they are proud of. We should focus on telling the story of the community so that it engages people and keeps them there. With civic tourism we talk a lot about trying to recreate the experience of place. It’s easy to get that great “Ah hah!” standing on the rim of the Grand Canyon. But how do you create that experience on Main Street in Flagstaff? Leopold said to be a good forester, you have to know more than soil and trees. You have to know the history and culture of the place, and you have to be committed to that story. It’s an attachment born of love and respect, something that should inspire interpretation.

Some towns, unfortunately, do it backwards. They bring in a consultant and pay him a ridiculous sum to come up with a brand. My sense is that a brand should grow organically. If there is a brand, it is something that emerges naturally from what you already are, not somebody holding a focus group and dumping a label on your town.

Is there economic research that compares heritage tourism with other kinds of tourism?
Oh, sure. Most states do their own research on ecotourism, cultural tourism, and heritage tourism. And while we may argue over categories and parse definitions, there is enough research out there that shows these travelers stay longer and spend more. When we did our first studies about 10 years ago, we learned that about 40 percent of people who visit Arizona come specifically to experience our history, culture, and environment. What our studies showed was that those visitors stay on average three and a half times longer than the people who come to play golf and hang out at a Scottsdale resort, and they spend considerably more money.

For those reasons alone, I doubt there is an office of tourism today that doesn’t have a cultural heritage tourism program—or at least the means to track the staying and spending habits of these visitors.

What are some places that you think are positive examples of civic tourism?
The shame is there are not a lot of them. Many are in other countries, such as Ireland or Australia. One area where we stumble is rallying communities politically. It’s one thing to sit around and talk about our history and culture, but when I say, “You need to be at the legislature. You need to be lobbying,” there is often a reluctance to do that. To which I say, “You know, there are people at the legislature every day who are lobbying for stuff that is not friendly to your mission.”

Richard Sims is the director of the historical society in Montana and he is collaborating with the office of tourism there, trying to get the conversation going in small towns, in particular. If you are in Montana, there is no doubt your tourism is place-based. Ohio and Texas have pilot programs under way as well. Iowa has a wonderful initiative called “Iowa Great Places.” The program is the perfect example of state agencies coming together to invest in the culture of communities for economic development, mostly built around tourism.

The one I consider the granddaddy of them all is what Bruce Fraser does in Connecticut. If you manage a heritage site there, you can apply to the Connecticut Humanities Council for a large grant to support a cultural tourism program—to help with capacity building, planning, product development.

Unfortunately, if you operate a museum in Colorado or Arizona, whose economies are tourism-dependent and whose tourism is largely place-based, there is often nowhere to turn. If you are in Denver, you might ask a corporation or foundation, but if you are out in Trinidad, Colorado, where do you get $100,000 for a cultural tourism program? And the funding that does exist for culture and preservation generally has no tourism connection. Why isn’t there a product development program that is the equivalent of most states’ tourism marketing agency?

What do you envision for the future of civic tourism?
The civic part is essential. When I got into tourism, the first thing I noticed was there wasn’t much public conversation about tourism, even though it’s a giant economic engine. There was a pretty narrow slice of people who were determining policy for a whole town, and they were not necessarily the people who had sense of place as their most important criteria. I also felt many tourism officials didn’t appreciate how difficult place-making is.

But things are changing; I am hopeful. First, there are exciting, creative programs being developed around the country—efforts that focus on public engagement and resource development. Also, when I visit universities today the hospitality students are reading Richard Florida and other creative economic texts. They realize that tourism is not just refrigerator magnets and T-shirt shops. They’re studying the cultural, political, and environmental consequences of tourism. As the next generation of tourism professionals, they appreciate the value of “place,” and many now understand that the industry is an important player in the whole social network.

Dan Shilling will be a keynote speaker at the 2008 NAI National Workshop in Portland, Oregon, this November. Visit www.interpnet.com/workshop for details.

Sustainable Tourism: It’s Not that Simple

by Paul Caputo

legacy-septoct08“Of all the things that confuse human beings, perhaps nothing trips us up so much as what it means for something to be simple or complex.”

At first glance, this quote from Jeffrey Kluger’s book Simplexity: Why Simple Things Become Complex (and How Complex Things Can Be Made Simple) seems easily refuted. Advanced calculus: complex. Basic addition and subtraction: simple.  The science of the human digestive system: complex. Is ice cream delicious? Simple.

End of question. I win. Jeffrey Kluger loses.

It is with this approach to the world that I take to the streets on my bicycle every day for my commute to work. Biking to work: good for the environment. Driving to work: bad for the environment. Then I read something that called this frame of mind into question. By biking to work, I burn more calories than I would if I were sitting in a car. Using simple math (ha!) to figure the resources consumed to produce and transport the extra food my body requires for fuel, my environmentally friendly, fat-burning commute suddenly loses some of its luster.

It’s not that biking to work is not environmentally friendly; it’s just that it’s not that simple. Before I can consider my commute to work environmentally friendly, I must consider further choices about what type of materials my biking gear and supplies are made of, what the construction of bike trails in Fort Collins does to natural habitats, where my food originates, and surely many other factors that I haven’t yet thought of.

Sustainable tourism, as a concept, seems that it should be relatively simple: If you’re going to travel, patronize businesses and sites with a strong environmental ethic and don’t step on the endangered species. However, as you may have already guessed, it’s not that simple.

Sustainable tourism addresses the “triple bottom line” of environmental, social, and economic factors. A tourism destination that is truly sustainable does not simply minimize its carbon footprint and promote conservation; it preserves culture, unites communities, and provides financial benefits to those who live and work at or near a site. Consumers must consider whether the detriment to one of these bottom lines (for instance, the fuel used to travel to a site has a negative impact on the environment) outweighs the positive impact on another bottom line (the financial benefit to a community that hosts an interpretive site).

Further complicating the issue, even the terminology associated with sustainable tourism can be confusing. Green tourism, responsible tourism, contrarian travel, ecotourism, place-based tourism, and heritage tourism are just a few of the terms associated with this field. Because of a lack of consensus on specific definitions, these terms are used either interchangeably or as subsets of one another.

Then, as if this is not enough to consider, there’s “greenwashing,” a term coined in the mid-1980s by environmentalist Jay Westerveld, who was frustrated with hotels that promoted green practices but did not implement them. The term has come to encompass all organizations that use “green” buzz words to appeal to an increasingly environmentally aware public, but who do not actually implement environmentally friendly practices.

So, not only do consumers need to consider the environmental, social, and financial impacts of whatever type of socially responsible tourism they think they’re participating in, they need to investigate whether what they’re being told about the environmental practices of a particular site or business is actually true.

This issue of Legacy addresses a variety of perspectives, including the traveler wishing to engage in sustainable tourism, the tour operator that seeks to conserve the environment in which it operates, and the communities that welcome and rely upon tourists.

Like any socially responsible cause, sustainable tourism takes commitment from a variety of people and institutions, whether it’s the visitor making the determination to travel responsibly, the site or business promoting itself honestly and implementing appropriate practices, and even government agencies and leaders committing to serving their communities and protecting their natural and cultural habitat.

It’s simple, really. Or maybe it isn’t.

Paul Caputo can be reached at pcaputo@interpnet.com. Send letters to the editor intended for publication to legacy@interpnet.com.