What I Know: Tourism Isn't a Golf Tournament.

Can You Define Tourism? Many People Can't.

Let's start here. Do you know what tourism is? I'm not kidding. Could you define it?

So many people don't realize what tourism is, or how it can leave a lasting impression and grow into a profitable new part of the economy.

Tourism has the power to lift a community's bottom line.

The biggest problem is that “some” communities and decision makers have no idea what tourism is. They think it's a waste of time, resources and money. Others think it's a department that plans community events and local golf tournaments. I kid you not. I've met elected officials and municipal leaders who didn't care to learn what this industry could do for their community's budget.

Don't get me wrong. For every naysayer, I've met people who got it and became true advocates and champions of the sector and their community. They saw the bigger picture and the economic development opportunity. And yes some major golf tournaments, tourism events and festivals will impact the visitor economy, absolutely!

Build a golf course and you're a destination? Not quite.

One common disconnect is the belief that building a golf course or a campground, or landing a new event, makes a smaller community a tourism destination. It helps. But it's not a game changer. It's a starting point.

So think bigger. Put yourself in the visitor's shoes. They come to your community to do something, an attraction or an experience. Then what?

Where do they go next? Do they head home right after? If so, that's not tourism. That's one business transaction, and they're gone.

Now imagine you could keep them longer. What if there were a couple of other things to do, places to visit, experiences to try? What if there was a restaurant, or a selection of unique restaurants, that kept a family of four in town and spending more?

They stay and eat. Then what?

Is there a place to stay overnight that's worth a couple hundred dollars to call home for the night? Is there a campground with services where they can park, tent or hook up the trailer for a night or two?

And if you keep them overnight, guess what? They need breakfast. Then what if the places they visited the day before told them about other attractions, experiences or events to take in the next day?

Now what was one transaction has become several debit and credit card purchases in your community. That family still needs to gas up and grab sweet treats for the ride home from your local businesses.

The domino effect

That's the beauty of the visitor economy. It's a domino effect. Build it properly and you create a brand new economic body in your community, one that works together to bring in new revenue from new visitors. And with a great experience, those visitors tell others when they get home. The dominoes keep falling, and so do the revenues.

But it takes time to build it well. You have to identify, understand and acknowledge what you already have in your community, and what you don't. That's the fun part. When you know what you're missing, you've found your economic opportunity.

Now, let me be honest. Tourism isn't the answer for every community. Some simply don't have the attraction, the experience or the reason for visitors to stop, and that's okay. Not every town needs to be a destination. But if you do have something, or the potential for something, it's worth knowing what to do with it.

Build the wheel

Think of it as building a wheel that goes around and around.

If you bring a visitor here, what will they do? How will they get around? Is it easy? Do you have Ubers, taxis, or other transportation that's accessible and cost effective? Even something as simple as parking can be a game changer or a deal breaker. Do you want a visitor frustrated, hunting for a spot, or leaving with a parking ticket as their souvenir?

Do you have enough places to feed visitors, even when you're at your busiest, so they can enjoy a taste of your town?

And if you're lucky enough to keep them overnight, do you have accommodations that fit your audience, with a range of prices and quality? One good night's stay doesn't just put more money back into your community. It can also earn you that 4 or 5 star rating.

Now imagine all of those places working together as a team, making the visitor's experience slick and smooth.

Don't go it alone

If your community is fortunate enough to have a DMO (Destination Marketing Organization or Destination Management Organization), or a collaborative DMF (Destination Marketing Fund) then you're ahead of the curve. Rely on that group to build, develop and market.

And if you already have some of these businesses and can fill the gaps, you'd better have itineraries built and great tools to share them.

The bottom line

One amazing attraction, experience, event or festival can make you a great place to visit. It doesn't make you a tourism destination.

A destination takes an ecosystem of tourism and hospitality businesses working together as a team, with an inviting plan of action for visitors.

Take the time to review, plan and activate, and you have the opportunity to make a real impact on The Visitor Economy.

Let's talk about your community

I've spent nearly 30 years in communications, media and tourism development. I led Tourism Red Deer as its Executive Director, and through Travel Alberta I worked with operators, DMOs and communities. I've seen what builds a visitor economy, and what stalls one, from the inside.

So, what does the visitor economy look like in your community? If you're not sure, or you know you've got gaps and need a hand, or you don't have a DMO and don't know where to start, get in touch. I'd love to talk it through.

[Contact The Visitor Economy →] Let’s Chat!

By the way Cambridge defines tourism:

/ˈto͝oˌrizəm/

Tourism is the practice of traveling for pleasure, recreation, or business, as well as the commercial business of providing services, transport, and accommodation for travelers.