Alex Naar Sustainable Tourism Outreach Coordinator East Carolina University NCLM Annual Conference October 26, 2009

Great Places to Visit are Great Places to Live: Sustainable Tourism as a Strategy for Growing Green Jobs, Protecting the Natural Environment and Supporting Community 1.Defining Tourism, Sustainable Tourism, and Green Tourism Jobs 2.Tourism as a Place-Based Economic Development Strategy 3.Great Places to Visit are Great Places to Live 4.Partnerships: A Strategy for Place-Based Sustainable Tourism Development

What is Tourism? “The activities of people traveling to, and staying in, places outside their usual environment for not less than 24 hours or one night and not more than one consecutive year for leisure, business or other purposes.” ( World Tourism Organization) The problem with this definition is that it fails to recognize that tourism is an industry. (Smith, S., 1988) “Tourism is the aggregate of all businesses that directly provide goods or services to facilitate business, pleasure, and leisure activities away from the home environment.” (Canadian National Task Force on Tourism Data)

Traits of the Tourism Industry Activity linked to visitor spending –Exchange of dollars Outside income entering local economy –Considered an export –Those dollars have a direct, indirect, and induced impact as they circulate within the local economy Not considered a “single” industry –A demand-side activity which affects multiple sectors to various degrees Lodging, recreation, retail, real estate, air passenger transport, food & beverage, car rental, taxi services…

Economic Impact of Tourism Tourism-related activities led to $23.1 billion in economic activity across the state (2007). Total GDP of tourism was $16.9 billion, 4.2% of the state economy. Responsible for 375,000 jobs in the state, or 9% of all private sector wage and salary employment in North Carolina. Contributed $4.18 billion to state’s payroll. Generated $2.5 billion in state and local taxes NC Division of Tourism, Film and Sports Development

Tourism in North Carolina Tourism jobs are found across different industry sectors Most jobs are in retail, food and beverage, and lodging. But tourism activity creates jobs in almost every industry. NC Division of Tourism, Film and Sports Development

Describing Sustainable Tourism Actions that contribute to a balanced and healthy economy by generating tourism-related jobs, revenues, and taxes while protecting and enhancing the destination’s socio-cultural, historical, natural, and built resources for the enjoyment and well-being of both residents and visitors. Center for Sustainable Tourism

Sustainable Tourism Environmental Responsibility Financial Responsibility Social Responsibility

12 Categories of Sustainable Action Ecosystem and Biodiversity Conservation Solid Waste Management and Reduction Land Use Planning & Management Responsible Purchasing Economic Benefits for Local Community Air Quality Protection and Noise Reduction Training and Education for Employees and Clients Freshwater Consumption Reduction Wastewater Management Energy Conservation & Management Greenhouse Gas Emissions Preservation Social Norms and Culture

Green Tourism Jobs Green Collar Jobs can be defined as either: –Jobs in a green industry Renewable Energy, Sustainable Farming, Wastewater Treatment –Jobs that are now greener Truck driver that drives a more fuel efficient diesel truck Tourism jobs can be in either category –Commercial landowner preserving open-space for hiking trails –Glassblower that uses renewable energy It is estimated that in 2008 there were 7,500 green tourism jobs across the state. Sustainable Economies Consulting

Place-Based Tourism Development Place-based economic development is based on the premise that a sustainable local economy must be planned and developed as an appropriate response to the possibilities and limitations of that particular place and: is rooted in a community’s interest in the “triple bottom line” of economic, social, and environmental returns on investment, is focused on unique features of a particular landscape or culture is locally driven and capitalizing on existing local assets, provides a balanced long-term approach to sustainability of resources, and is dependent on creative entrepreneurship and long-range vision. NCDENR, One NC Naturally

Place-Based Tourism Development Environmental Preservation and Conservation Local Economic Development Socio-Cultural Equality and Justice

Traits of Place-Based Tourism Development Place sensitive Historic sites are tied to a location Cultural heritage can not be boxed up and shipped Natural heritage is by definition immovable Can only be accomplished if sustainably ‘harvested’ Local community residents will push back if they bear the costs of tourism and not reap the benefits Natural amenities can become easily damaged by overuse Typically not done well without local support Place-Based Tourism Development

Sustainable Place-Based Tourism Development Tourism Resources Infrastructure Traveler Services Host Community

Great Places to Visit... Are Great Places to Live! –Attracting green oriented businesses –Attracting location neutral industries –Attracting retirees Using place-based tourism development as a venue to support other types of place based economic development –Working Lands Value added local agriculture, sustainable forestry, bio-fuels and renewable energy –Working Waters Commercial fishing

Partnerships-- Tourism Development Center for Sustainable Tourism, East Carolina University – NC Division of Tourism, Film and Sports Development – Natural Corridors, Scenic Byways, and Self-Guided Tours –NC Birding Trail –NC Civil War Trails –Mountains to Sea Trail –HomeGrown HandMade trails NC Main Street Center –

Partnerships—Economic Development ECU’s Office of Engagement, Innovation, and Economic Development – One NC Naturally – NC Cooperative Extension and Appalachian Sustainable Agriculture Project – and NC Recreation Resources Services –

Environmental Protection & Sustainability NC Division of Pollution Prevention and Environmental Assistance – NC State Energy Office – NCSU Solar Center – Sustainable North Carolina – NC Office of Environmental Education –

“Travel like Gandhi—with simple clothes, open eyes, and an uncluttered mind” Rick Steves Alex Naar, Coordinator Sustainable Tourism Outreach East Carolina University Center for Sustainable Tourism Office of Innovation, Engagement, and Economic Development In partnership with NC Division of Tourism, Film and Sports Development Telephone: (252) Center for Sustainable Tourism: Serving the Region, State and Nation.