The New Regionalism
Appalachia is a region defined by far more than state lines—a distinct
advantage in the travel and tourism industry. As budgets are tightened and performance
measures are made more discerning, regional tourism organizations have emerged
as cost-effective ways to leverage resources for the long term. More than 20
regional tourism organizations operate in the United States, and ARC states
are already members of several of these organizations.
Travel South USA, Capital Region USA, Southeast Tourism Society, and Great
Lakes of North America have demonstrated how marketing collectively can enhance
regional success and sustainability. Understanding what these organizations
do well and how they produce measurable results can help ARC identify its appropriate
role for building Appalachia's creative economies.
Travelers buy experiences rather than destinations. Appalachia can position
itself to satisfy potential customers' intent, motivation, and desire for specific
experiences. The Tourism Council determined that three categories—marketing,
product development, and training/education—would allow the Region to improve
consumer experiences and benefit communities through the availability of Appalachian
tourism and craft. The Tourism Council recommends that ARC focus initially on
product development enhanced by training and education, and marketing.
With a coordinated and long-term commitment, ARC can
- increase the quality and quantity of tour product available;
- educate stakeholders about Appalachia's positive assets and identity; and
- create sustainable economies through year-round travel experiences.
An integrated, comprehensive strategy will increase the return on ARC's investment
in tourism and craft, resulting in more jobs, higher traveler spending, and
increased visitation. Local communities and stakeholders will benefit from a
regionally coordinated strategy that is championed by member states.
The ARC Advantage
Over the last 30 years, ARC has funded a total of 234 tourism or craft-related
projects for an investment of over $28.3 million: 153 tourism projects funded
at over $15.6 million, and 81 craft projects funded at $12.6 million. Projects
support both individual state and regional efforts, and ranged from a regionwide
training and research center, to producing a Battlefields and Backroads
Georgia travel publication, to the construction of a state arts and craft
center.
ARC is already implementing many programs that significantly affect the growth
and sustainability of tourism and craft. ARC offers three main advantages that
can immediately benefit each member state and position Appalachia as a leader
in tourism and craft over the long term.
- Decades of Experience
Collected over the last 30 years, ARC's base of information, case studies,
and experience provides an invaluable institutional history and reference
about issues, needs, and challenges specific to tourism and craft in Appalachia.
ARC's success in other areas of economic and human development, entrepreneurship,
export, and education can easily be transferred to the tourism and craft industries.
With this foundation of knowledge, ARC can jump-start many of the strategies
identified by the Tourism Council and regional stakeholders.
- A Regional Delivery System
Providing the critical mass to attract and sustain visitors—and their
spending—is a constant challenge for communities. By banding together, rural
and urban areas can strengthen their product offering to provide diverse tour
experiences. ARC can assist with multi-state initiatives by coordinating elements
so that travelers can experience the Region easily. The Region needs established
standards and quality initiatives to ensure that deliverables meet consumer
expectations. ARC can work with member states to ensure that appropriate and
complementary messages are communicated to desired target markets.
- A Magnet for Partnerships
The investment required to sustain a successful tourism program is significant—and
requires a steady infusion of resources. ARC has a strong base of established
relationships with many federal agencies, national associations, and foundations.
The Commission also has a proven track record that demonstrates performance
to potential new partners and an experiences staff that can manage collaborative
efforts. ARC can bring a robust inventory and package of partnership opportunities
to potential federal and state government agencies, as well as private businesses.
National companies will be drawn to the deliverables and market associations
offered by a quality regional program.
The Partnership Potential
ARC's emphasis on regionalism can attract public and private partnerships through
innovative initiatives. For tourism and craft, these public and private partnerships
can result in financial investments as well as in-kind contributions, such as
airline tickets, product alliances, and marketing. These partnerships complement
regional support from specific tourism industry companies—reports, attractions,
tourism development authorities, destination marketing organizations, guide
services, and tour operators—as well as retail outlets, artists, private and
community colleges, and private foundations in Appalachia. A sampling of partnership
opportunities include:
- Federal agencies and affiliates offer partnership opportunities,
either as grants, cooperative agreements, or memorandums of understanding.
- Several national associations and companies focus on craft, tourism,
education, and community development. National tourism industry corporations,
credit card service companies, related product manufacturers, and service
providers create partnership opportunities through marketing, in-kind contributions,
and human and capital investment.
- National/private foundations often provide the base funding to create
or launch new initiatives. These funds allow organizations to leverage additional
financing from private investors or entities.
- Appalachian partners may include major corporations and foundations,
headquartered in the Region, as well as state, public and private sector entities
engaged in successful travel and tourism partnerships and sustainable growth
initiatives. ARC can establish an innovative partners program, benefiting
all involved.
Business Development
Tourism Development
State Tourism Contacts
Economic Effects of Tourism in Appalachia
Key Trends Affecting Tourism
Profiles of Potential Target Markets
Growing Appalachian Economies Through Craft
Report on Tourism and Craft
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