Travel Industry Responds to President Obama’s National Tourism Strategy Announcement

by Brittani on January 20, 2012 in Marketing, This Just In, Tourism

Yesterday, in Orlando, FL, President Obama announced new initiatives that will significantly increase travel and tourism in the United States. According to a White House statement, yesterday’s announcement calls for a national strategy to make the United States the world’s top travel and tourism destination, as part of a comprehensive effort to spur job creation. The number of travelers from emerging economies with growing middle classes – such as China, Brazil, and India – is projected to grow by 135%, 274% and 50% respectively by 2016 when compared to 2010.

The U.S. tourism and travel industry is a substantial component of U.S. GDP and employment, representing 2.7 percent of GDP and 7.5 million jobs in 2010 – with international travel to the United States supporting 1.2 million jobs alone. The travel and tourism industry projects that more than 1 million American jobs could be created over the next decade if the U.S. increased its share of the international travel market.

Key components of the President’s initiative include the creation of an interagency task force charged with developing a National Travel & Tourism Strategy, shortening visa wait times, expanding Global Entry, promoting our national parks and working to expand the visa waiver program.

Tourism advocates are touting this groundbreaking announcement as a major victory, and rightfully so, but the question remains, how will this strategy affect and assist American place marketers in the years to come?  We welcome your thoughts here.

Here are some snapshots at what some of your colleagues are saying about the announcement:

Las Vegas Convention and Visitors Authority:

LVCVA President/CEO Rossi Ralenkotter, who was in attendance for the announcement, commended the President’s actions. “Tourism is the No. 1 economic driver in Southern Nevada and one of the leading forces in our national economy, so to have a national effort to increase tourism supported by the White House is tremendous,” Ralenkotter said.

Visit California:

“International visitation remains an untapped pot of gold when people cannot get here,” said Caroline Beteta, President and CEO of Visit California and Vice-Chair of Brand USA. “With an abundance of visitor experiences and a brand loved worldwide, California has a tremendous opportunity to benefit from efforts to improve the entry process for foreign visitors and remain the number one tourist destination in the United States.”

North Carolina Department of Commerce:

“Today’s announcement marks a turning point for our industry and provides us with unparalleled opportunity to work toward a national travel and tourism strategy,” said Lynn Minges, Assistant Secretary of Tourism, Marketing and Global Branding in the N. C. Department of Commerce. Minges said. “These efforts to make it easier for international visitors to get here will have a positive impact on North Carolina’s economy because their spending supports jobs and adds to tax revenues in the state.”

The addition of Charlotte Douglas (CLT) to the Global Entry program, created by the U.S. Department of Homeland Security, U.S. Customs and Border Protection, makes the airport more inviting to international travelers. The airport, which ranks seventh in the world in takeoffs and landings, has nonstop direct service from more than 30 international cities.

About Brittani

Brittani Wood is a Senior Account Executive and Digital and Social Media Manager for Tourism. Since joining DCI in 2008, she has worked with destinations from Finger Lakes Wine Country to New Mexico to Tasmania, creating traditional and digital communications campaigns that increase awareness of travel destinations among media and consumers.

LINCOLN, NEB. (July 12, 2011) — Nebraskans know their state is home to great golf courses. The Golf Nebraska campaign is taking that message beyond the state’s boundaries to attract more golfers from around the region to play — and stay — in Nebraska. It’s a project of the Nebraska Department of Economic Development’s Travel and Tourism Division.

“Nebraska is among Golf Digest’s top 10 golf states,” said Christian Hornbaker, director of the Travel and Tourism Division. “And golf is already a $260 million business in Nebraska. We want to grow that part of our state’s economy by attracting more visitors to play our outstanding and affordable public and semiprivate courses.”

Television commercials and website advertising are targeting golfers in surrounding states, encouraging them to “Get Driving” to Nebraska for a golf vacation. The campaign also includes emails sent to golfers throughout the region and an expanded Web page at VisitNebraska.gov/golf. A mobile Web page includes a list of courses and possible trip itineraries at VisitNebraska.gov/golfers.

Social media sites also offer golfers new ways to learn about Nebraska golf courses and engage other golfers. GolfNebraskaBlog.com provides course reviews through the eyes of avid golfers who share their impressions of the courses they play and the people they meet. Blog postings with photos and videos will be added throughout the summer.

The GolfNebraska Facebook page is a place to connect with golfers who play Nebraska courses or want to travel to Nebraska for a golf getaway. Visitors will find news, photos and videos about Nebraska golf at facebook.com/GolfNebraska. Anyone who plays Nebraska courses or is considering a golf trip to the state is welcome to share their thoughts, experiences and questions about golf in Nebraska.

Nebraska has more than 200 public and semiprivate golf courses. Several have been recognized by national golf publications for their design, scenery and value.

LINCOLN, NEB. (July 12, 2011)—Communities, attractions, businesses and outfitters across the state are being affected by flooding and the perception of flooding. In some cases, the rumors are worse than the actual flooding.

The Department of Economic Development’s Travel and Tourism Division is getting the word out that Nebraska is accessible, safe and open. We are working with the Omaha World-Herald on a series of stories featuring attractions and events in communities impacted by flooding, and we are working with state, regional and national news outlets to re-enforce the message that Nebraska is “open for business.”

The Division is using its social networking sites to tell travelers about all the great things there are to do here and how few have been closed because of flooding.

We also want to give you the resources you need to proactively communicate with travelers through relevant media outlets. To assist you in this effort, we have written a whitepaper on “Three Ways to Effectively Promote Your Tourism Business This Season.” It outlines three easy-to-implement strategies for effectively communicating with travelers and the media during times of crisis. You can download it here: http://industry.visitnebraska.org/pdfs/Three_Ways.pdf.

Together, we can work to turn this potentially negative situation into a positive opportunity for growth.

Shannon Peterson at 800-228-4307, 402-471-3797,

or shannon.j.peterson@nebraska.gov

Tom Tabor at 800-228-4307, 402-471-7755

or tom.tabor@nebraska.gov

FOR IMMEDIATE RELEASE

Greener Program Expands Across Nebraska

LINCOLN, NEB (April 22, 2011)—The Greener Byways of Nebraska program is expanding. As of today, the program will be known as Greener Nebraska and will be open to all businesses across the state.

Developed in 2010 with resources from a National Scenic Byways grant, the Nebraska Department of Economic Development’s Travel and Tourism Division developed the initial program to help tourism-related businesses along Nebraska’s nine Scenic Byways become more environmentally friendly.

Going statewide enables the program to reach out to a larger audience. Not only will this open new opportunities for membership, but it will help to spread the word about all the wonderful things businesses are doing to protect the environment. Businesses that go green help keep Nebraska beautiful while attracting tourists who place strong importance on eco-friendly travel.

The program’s website—GreenerNebraska.org—includes a variety of information on ways your business can incorporate green practices and offers a free certification program. In addition to the website, media resources have been developed for you to promote your business’s certification and involvement in the program. You can find the materials at GreenerNebraska.org/mediakit.html.

Please consider becoming part of Greener Nebraska and begin reaping the rewards of your efforts to protect and preserve the environment.

Visit our new website, GreenerNebraska.org, to learn more about the new program, and feel free to share the site with other businesses that may be interested in participating.

Boulder, Colo.—The country’s favorite Western lifestyle magazine, American Cowboy, revealed its fourth annual list of “Best Places to Live The West” this week. Editors rounded up a herd of entries from the plains to the Pacific. Only the top 20 won the AC seal of approval as ideal places to hang your ten-gallon hat—for good or just for a good long weekend.

“This year’s entries truly live up to the Western ideal of places embodying the rugged, free spirit of the Western version of the American Dream,” said DeAnna Jarnagin, Associate Publisher of American Cowboy. “They’re places where you can experience authentic cowboy culture, spectacular scenery, a true dose of history and, a really, really good steak.”

Major criteria for selection include outdoor appeal, historical significance, regional ranching activity and tourism. Editors also considered population, average land price, average household price, median age and the number of Western events held throughout the year. Winners were named for five regions: Texas and The Plains, California and Nevada, The Rockies, The Southwest and The Northwest.

The section highlighting North Platte is included below, or you can check out the complete article in the April/May issue of American Cowboy magazine: http://americancowboy.com/travel/trips/texasoklahomagreat-plains.

NORTH PLATTE, NEB.

POPULATION: 25,000
LAND STARTS AT: $2,000 per acre
AVG. HOME PRICE: $114,500

Deep in the heart of Nebraska, North Platte is steeped in Wild West history and offers a diverse array of activities and a great quality of life. Get up close while touring the Buffalo Bill Ranch State Historical Park, where the legend lived during the heyday of his Wild West Show, or get a bird’s-eye view from the top of the Golden Spike Tower and Visitor Center. With natural beauty, friendly folks, and a rich history, North Platte is a well-rounded Western town.

Annual events:
HONKY TONK BBQ FESTIVAL, May (honkytonkbbq.com)
NEBRASKALAND DAYS, June (nebraskalanddays.com)
LINCOLN COUNTY FAIR, July (visitnorthplatte.com)
NEBRASKA STATE RODEO ASSOCIATION STATE FINALS, September (nebraskarodeo.com)

Others cities included on the list are:

Elko, Nev.

Red Bluff, Calif.

Temecula, Calif.

Bishop, Calif.

Pocatello, Idaho

Baker City, Ore.

Kennewick, Wash.

Lewiston, Idaho

Farmington, N.M.

Tombstone, Ariz.

Logan, Utah

Cedar City, Utah

Sheridan, Wyo.

Cody, Wyo.

Miles City, Mont.

Canon City, Colo.

Amarillo, Texas

Deadwood, S.D.

Guthrie, Okla.

Major events are an important part of tourism. Be these events conferences or conventions, sporting events or religious rallies, major events impact almost every area of a tourism industry. Major events mean hotel occupancy, shopping at local retail establishments, food being purchased for and at the event and an increase in restaurant and entertainment revenue. Major events also offer the local community a non-haphazard approach to tourism planning. While the leisure tourism market is open to economic ups and downs due to anything from a change in weather conditions to an act of violence, major events produce a much more stable population. In the world of major events most financial outlays have been made well in advance and as such the event is less subject to market fluctuations. On the other hand, there is stiff competition between locales for the major event business, and in some cases, such as in some forms of sport championship games, it is the winning team that determines who will be the host community.
Events cover a wide range of fields, from fund-raising dinners to political rallies, from sports events to school reunions, from professional and academic conferences to family reunions or religious experiences, all are events and all add to a community’s economic health. To help you get the best meetings and special events for your community consider some of the following:

-If you are attempting to attract a new special event, study every aspect of the event prior to bidding for it. Often communities competing for special events simply do not do their homework. Before speaking with an event specialist, make sure that you know the basics: what are this event’s demographics? What are its special needs? What do they not want? How do their dates match yours? For example, if you are going after a religious convention or special event, you may want to consider what drinks to serve and what you need to avoid.

_To get the best competitive advantage consider your strengths and weaknesses. Doing a good assessment of what your community has to offer an event is essential. Ask questions such as: How do you stack up against others in your price range? Are your employees multilingual? What do potential customers think about what you have to offer and about what others are offering?

-Make sure that you know the answers to what in English are called the basic “w” questions. (Who, Why, When, and What) These are the essential questions that produce not only successful events but create positive word-of-mouth advertising. Make sure that you can answer fully: Who is holding the event and for whom is it targeted? Why are they holding this event? When will the event take place? Where do they want to hold the event and are your facilities adequate? What expectations do the event planners have and can you meet these expectations?

Develop sophisticated checklists. Make sure your checklist goes beyond the basics. Include such items as: what VIP requirements will the special event need? Do the event planners need you to make appointments with the fire marshal or other city officials? What happens if the airport closes down? Do you need to coordinate with an ambulance service? What problems might attendees have when they are outside of the event venue? What special political, medical, religious or social sensitivities might the event goers have?

Know to which threats the event may be subjected. For example, are you in a hurricane zone, is this conference liable to have political infighting that might impact your locale, does this conference act as a terrorism magnet, or will the conference become a disturbance to local businesses and citizens? For example, political events often require streets to be closed off, traffic patterns to be moved and other inconveniences to local residents. While these are not a threat to the convention attendee they may become “threats” to the sanity of the local population and to other businesses.

Decide what is the best use of your time. Events are really controlled moments in time in which memories are made. As such, how you manage your time will impact the success or failure of an event. When working with an event manager spend some time to learn who is in charge of each of the events aspects.

-Learn what the event’s time necessities are and prepare a time line for your role in the event. Often it is the small things that win over a client or make an event special. Having a time line means that there is less chance of a mistake or an oversight. Time lines should indicate not only when something is to be started but also by when it is to be completed.

-Offer the best technological support possible. In today’s world that is both face paced and multi-tasking, technology is king. Hotel’s that charge for internet are doing themselves and their community a disservice. Let your event managers know what technology you have. Do not over-promise, many event managers and business people are unforgiving when it comes to not delivering on a promised piece of technology.

-Nothing wins back people as well as a smile and a willingness to make it right. No matter how well you plan an event, something will go wrong. Most people understand that mishaps will occur, what is not acceptable is refusing to recognize these mistakes and make them right. Saying merely “I’m sorry” is nothing more than a polite way to shun responsibility. Do not make excuses, make it right and make it right with a cheerful smile. The bottom line is that major events are a form of tourism and the essence of tourism is customer service. The community that forgets this basic rule is gambling with its tourism industry and reputation.

Expressing Gratitude to our Guests

On an ever-increasing basis the careful observer of tourism and travel hears phrases such as: “remember when travel used to be fun?” or “I used to love to travel and now I dread it!” Few people will disagree that the fun and elegance of travel and tourism has now given way to the mundane and world of hassles. Often the travel and tourism industry blames the events of September 11, 2001 for many of its ills. Certainly September 11th plays a role in the decline of travel and tourism, but perhaps tourism and travel professionals need to ask ourselves if this decline is also not due to factors very much within our control. There are exceptions to this rule, for example many hotels have gone out-of-their way to improve service over the past few years. Free wireless internet and breakfasts have become almost standard fare. Many hotels offer a welcome cookie or other sweet to guests, and the classical checkout times have been modified to meet the needs of the business traveler. Despite these improvements the travel and tourism industry has a long way to go if it is to regain its customers’ confidence. One of the ways to do this is to demonstrate to our customers that they are more than needed, that they are appreciated. When our visitors feel appreciated they have a higher tendency not only to return but also to recommend that other frequent your establishment. Appreciated customers often view themselves as part of your team and will go out of their way to help you develop new ideas to make your business even more successful.
Tourism & More suggests that everyone in the travel community consider some of the following ideas.
-Have an appreciative attitude. All too many people in tourism have come to think of their customers as the enemy. The best customer appreciation policies simply will not work if you forget that were there no customers, passengers, or visitors you would be out of business. It is important that our mindset is one in which we are grateful for every customer.

-Remember that tourists do not need to return. Often tourism professionals speak about the value of the repeat customer, but do nothing to gain the customer’s loyalty or desire to return. No matter in what area of tourism you work, develop a new or creative way to get visitors to want to return to your establishment.
-Put your best foot forward. Frontline personnel set the tone of a tourism experience. It does not matter if that person works in a hotel or on an airline, at a ticket booth or as a waiter or waitress. It also does not matter if the person is a repeat customer or a new one, treat every single customer as it’s the first time doing business with you. Putting your best foot forward goes a long way making your customers feel worthwhile
- Treat your frontline people as kings and queens. These are the people who are the “face of tourism”. Visitors do not care about the policies developed at the head office. What they care about is how they are treated and if they have a problem, if that problem will be handled in an efficient and kind manner. For this reason, choose your frontline people carefully. There is nothing wrong with being an introvert or shy but these people are not meant for the frontline. Choose people who like people, who are gregarious, kind and tend not to become high strung.

- Go out of your way to host as many customer appreciation parties as possible. Have a party to celebrate a new product, a new store opening, or just a party to celebrate your gratitude toward your customers. Appreciation parties do not need to be lavish; often cookies, a soft drink, coffee or tea will be sufficient. What really counts is the atmosphere that you create that says: “we care!

-Use the customer’s preferred names in conversation after the first conversation. Try to figure out if the person wishes to be addressed on an informal first name basis or on a more formal basis. Us the name that makes the customer feel the most comfortable. Remember that being appreciative is not about you, but about the customer.

-Develop a “friends and family” event where both employees and your best customers get special rewards. Remember that it is best to give something smaller to everyone than to exclude someone. People often feel better or get more upset about the small things than the big picture.
-Send a thank you card, email or letter for every purchase somebody makes. In today’s world, emails are almost instantaneous and act not only as a way to show appreciation, but permit follow=up dialogue and branding re-enforcement.
-Ask yourself if you are doing the following: When there is a problem do you become defensive or do you ask what you can do to make this person feel better? How often do my employees and I smile? Do I bring my home troubles to work? Do I make people feel so good about my business that they want to return? Have I shown a customer today that he or she is a special person?

From:    Christian Hornbaker, Director, Department of Economic Development Travel & Tourism Division

Re:         Be a featured attraction in the 2011 Nebraska Passport Program

Those of you who attended the recent Nebraska Travel and Tourism Conference heard about the tremendous success of the 2010 Nebraska’s Byways Passport Program. In fact, the program was so well received that the DED Travel and Tourism Division is bringing it back in 2011 and opening it up to attractions across the entire state, not just the Byways.

For those unfamiliar with the program, the 2010 Nebraska’s Byways Passport Program encouraged travelers to visit attractions along the state’s nine scenic and historic routes. Participants could earn prizes by collecting stamps at designated stops.

The program received overwhelming support from visitors and the industry. According to a recent follow-up survey, the program dramatically increased visitor traffic to participating attractions.

Visitors said they traveled to places they wouldn’t have otherwise because of the Passport Program. Participants came from 18 states, and 120 travelers (with families in tow) went to all 27 stops, which involved traveling nearly 1,882 miles. In addition, the media attention attracted made it one of our most successful programs.

Every effort will be made to spread the stops across the state. To meet that goal, we are now accepting applications for featured attractions in the 2011 program. Previous passport stops are welcome to apply. We expect a large number of applications, so don’t be discouraged if you aren’t selected. We will encourage each location to promote the surrounding area and increase awareness of what else there is to see and do nearby.

To be considered as a featured destination in the 2011 Nebraska Passport Program, please use the application below. All applications are due by 5 p.m. Friday, Nov. 19.

Please email your completed application to Public Relations Coordinator Shannon Peterson at shannon.j.peterson@nebraska.gov. If you prefer to have the application in a Word document, send Shannon an email requesting the form.

All applicants will be notified as to whether or not they are selected for the program as soon as the selection process is complete. By submitting an application you agree to:

•             Have your attraction staffed by a person who can stamp passports during your listed business hours as well as highlight things to do in your area.

•             Positively promote the program by displaying materials—such as posters and passports—at your attraction.

•             Purchase the program membership for $100 if selected as a featured attraction. The fee includes the two stamps required to participate and marketing materials to promote your attraction and the program.

PASSPORT ATTRACTION APPLICATION

Name of attraction:

City:

Mailing address:

Phone:

Email:

Website:

Scheduled hours of operation for 2011:

Contact person’s name:

Contact person’s email:

If your attraction is closed (for whatever reason) is there an alternate location where tourists can go to get their passports stamped?

What will your attraction add to the Passport Program?