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> Case Study - Florida-Rethinking Tourism
Case Studies: Florida
— Rethinking Tourism
Used
by permission of The
International Ecotourism Society
“The
implementation of the statewide ecotourism/heritage tourism conceptual
plan in Florida communities has been a huge job for the many parties
who have helped to make the plan a reality. We are beginning to
see the benefits of the plan that are a direct result of the giant
efforts and actions supported at all levels: state, regional,
and local. There is a ripple effect occurring in Florida communities.
When one community successfully utilizes the plan, it is an inspiration
and encouraging example for other communities to follow.”
Kerri Post,
New Product Marketing
Department Director, VISIT FLORIDA
The
“Plan”
The Plan is a conceptual model designed to help protect and promote
Florida’s natural, coastal, historical, cultural and commercial
tourism assets. It focuses on ways to provide sustainable and continued
economic benefits to Florida and conserve valuable resources. The
plan aims to improve the quality of life in Florida by encouraging
a strong sense of place, community, and multicultural appreciation.
Background
- Tourism
is Florida’s largest industry
- In the U.S.,
Florida ranks second to California in total traveler-spending,
with $48.07 billion generated in one year
- The tourism
industry is the main source of income for many people in Florida.
Florida is a large state, containing 67 counties, of which 34
are rural
- Rural counties
make up 80 percent of Florida’s land mass
- Florida’s
southern subtropical climate is very different from its northern
climate
- The two different
climates allow for increased biodiversity and thus different ecosystems
within the state’s boundaries
- Florida is
world famous for the Everglades, a vast marl prairie wetland that
extends for miles.
- Florida also
contains many historical sites and cultural traditions that represent
the past and present influences of native and immigrant inhabitants.
Planning
for ecotourism and heritage tourism
A state study
concluded that a regional tourism-promotion plan could foster positive
economic development in rural counties. The governor of Florida,
as the Commission of Tourism chair, appointed an advisory committee
with members, who represented both the public and private sector,
including:
- Department
of Agriculture’s Division of Forestry
- Department
of Recreation and Parks
- Department
of Community Affairs
- Department
of Transportation
- Florida
Greenways Coordinating Council
- Florida
Fish and Wildlife Conservation Commission
- Division
of Historical Resources
- Additional
representatives from other federal, state, regional, local, and
private-sector associations.
Definition
of ecotourism and heritage tourism
- Responsible
travel to natural areas that conserves the environment and sustains
the well-being of local peoples while providing a quality experience
that connects the visitor to nature.
- Responsible
travel to historic and cultural sites, and activities that educate
the community and visitors by connecting us to our history and
culture.
Activities
included in ecotourism:
- Nature-based
tours
- Managed access
to sanctuaries
- Wildlife
viewing
- Nature-based
attractions
- Visitation
to natural areas such as beaches, forests, lakes and greenways
- Outdoor recreational
activities such as hiking,canoeing, snorkeling, horseback riding,
boating, diving, kayaking, biking,fishing, etc.
- Native American
reservations
Activities
included in heritage tourism:
- Museums
- Historic
sites
- Cultural
events
- Agricultural
tours
- Architecture
and engineering works
- Native American
eco/cultural sites
- Performing
arts centers
- Festivals
- Interpretive
facilities
- Archaeological
sites
- Cultural
landscapes
The Plans
Five Major Components:
- Strategic
relationships
- Inventory
- Protection
- Education
- Marketing
(1) Strategic
Relationships
The strategic component developed collaboration among the many public
and
private sector entities included in the ecotourism/heritage tourism
industry.
Strategic
Goals
Create
a regional plan that links state and community initiatives and
coordinates public and private sector efforts to protect and promote
natural, coastal, historical, cultural and commercial resources.
Encourage
the integration of ecotourism and heritage tourism into comprehensive
land-use plans.
Develop necessary
initiatives to provide public access while ensuring protection
of ecotourism and heritage tourism assets.
Increase
private sector participation in natural, coastal, historical,
cultural and commercial tourism assets.
(2) Inventory
The inventories created a method for regions to identify their assets
and link them to a statewide inventory. Without identifying local
assets, it would be hard to protect and promote them.
Inventory
Goals
Develop a list of information sources (by region) that would inventory
all ecotourism and heritage tourism resources by category and
division thereof.
Develop criteria
that would “qualify” resources to be included on the
inventory list.
Assess and
improve directional and educational signage for ecotourism and
heritage tourism destinations and coordinate with other programs.
Create a
plan to identify additional infrastructure needed to access resources.
(3) Protection
The plan’s protection component seeks to maintain a balance
between the
ecotourism/heritage tourism industry and ecosystem protection, site
preservation, conservation and public access. The plan stresses
the consideration of the carrying capacity of ecotourism/heritage
tourism sites.
Protection
Goals
Identify the government and private sector roles in maintaining
ecotourism and heritage tourism guidelines.
Determine
a method for management and protection guidelines.
Define “carrying
capacity” and encourage the development of site-specific
guidelines.
Create a
model of ecotourism and heritage tourism visitor guidelines .
Create a
model of guidelines for ethical behavior of tour providers .
(4) Education
The education component of the plan established goals and strategies
that educate the tourism provider, visitor and community. The committee
proposes that visitors and tourism providers be made aware of the
place they are visiting and understand that their presence and behavior
has a direct impact on
resource quality and the quality of experience for other users.
Education
Goals
Develop local and regional training and credential/certification
programs for ecotourism and heritage tourism providers.
Encourage
and support the development of local, regional and statewide education
initiatives focusing on the natural, coastal, historical, cultural
and commercial tourism assets of Florida designed to inform and
educate residents, visitors, government officials and the tourist
industry.
Encourage
and support local, regional and statewide partnerships to develop
and share educational information, materials, programs, etc.
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