Bethel Area Communities Destination Summit 1
Program for tourism summit • Welcome and Intros • Review of Bethel Area Tourism Destination Academy work – Global data and tourism trends – Bethel Area planning and vision for future – Introduce Strategic Tourism Pillars • Pillar Discussion – Review purpose and desired outcome – Review Big Ideas for action and add any additional ideas – Prioritization – add your dots on high priority projects to build a sustainable tourism industry • Report Outs – by Pillar teams - survey • Next Steps – Local Leadership Team • Closing Comments 2
Review Module 1 and 2 3
Forces impacting tourism trends in the world (and regions) What are the emerging macro drivers…. 4
Macro Trends and Forces of Change Related to . . . • Population driving regional economies • The evolving society • Technology and speed of change
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Outdoor Recreation – The Maine Woods
Does this mean people will increasingly seek outdoor experiences and escape?
The evolving society 9
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Emerging generations will have different values and expectations
Technology – and speed of change
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When will machines outperform people? Reproduced from Next Industrial Revolution, Future iQ, 2018
Key Emerging Tourism Trends
Emerging Tourism Trends 17
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What do these trends mean for the future of tourism in the Bethel area?
Presentation of Maine Office of Tourism visitor profiles, including what the emerging traveler likes and what visitor data shows in terms of trends, spending and implications for Bethel area 22
Economic impact analysis 23
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Sustainable Tourism 25
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Sustainable Tourism Definition • Is integrated with our local communities in a way that is respectful of our diverse heritage and culture; • Provides visitors with authentic, place-based, educational experiences that leave them feeling enriched and inspired; • Creates lasting financial and social benefits for local residents, businesses, and communities across our area; • Is supported by public policies with organizational support and funding ; and, • Maintains, or contributes to, the health and vibrancy of our natural environment . 28
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Growing a tourism industry – A careful balancing act Industry Community Balance of Value Impacts interests Perceived very Concern about important - environmental creates economic impacts activity / jobs Tourism industry and its impacts Tourism product People, is largely built communities and on local values services struggle to and traditional cope with rate of industries influx High quality SUSTAINABLE TOURISM Emerging abundant disruption to underlying The way out of the ‘growth paradox’ people’s ‘quality of resource of natural life’ and is to build the industry on a landscape contentment sustainable tourism model where it is viewed through the lens of: • Focus on impact management Need to balance key Seeking collaborative solution • outcomes
The Future of Tourism in the Bethel area 33
Scenarios of the future – finding the sweet spot 34
High Touch / High Service Plausible Visitors seek added amenities, a variety of curated Bethel Be l Area experiences, and a concierge approach to professionally Scenario Matrix 20 2030 guided activities including fully serviced outdoor, culinary, events, and educational experiences. Includes, destination 2030 resort development nodes (3-4 Star full service), including extended stay opportunities and infrastructure Version 1 enhancements in venues, sites, transportation, etc. Scenario A Product Development Scenario B Emerging Markets Aggressive focus on Traditional new US markets within Markets and beyond New Visitor Markets Focus on England and the mid- maintaining Atlantic; and explore current visitation opportunities to patterns. connect to international visitors Scenario C Scenario D DIY / Rustic / Outdoors Most visitors self-organize and are self-reliant for food and accommodation – activities focus on self-guided outdoor activities such as: hiking, fishing, hunting, snowmobiling, etc. Current infrastructure is maintained with some enhancements, and accommodation development focuses on campsites, RV parks, and rustic cabins. Marketing activities focus on social media, and individual and niche interest group communications.
High Touch / High Service Plausible Visitors seek added amenities, a variety of curated Bethel Be l Area experiences, and a concierge approach to professionally Scenario Matrix 20 2030 guided activities including fully serviced outdoor, culinary, events, and educational experiences. Includes, destination 2030 resort development nodes (3-4 Star full service), including extended stay opportunities and infrastructure Version 1 enhancements in venues, sites, transportation, etc. Come play in Product Development Stay in our backyard; touch we’ll help Emerging Markets Aggressive focus on Traditional new US markets within Markets and beyond New Visitor Markets Focus on England and the mid- maintaining Atlantic; and explore current visitation opportunities to patterns. connect to international Forest-bathing visitors Samesville on steroids DIY / Rustic / Outdoors Most visitors self-organize and are self-reliant for food and accommodation – activities focus on self-guided outdoor activities such as: hiking, fishing, hunting, snowmobiling, etc. Current infrastructure is maintained with some enhancements, and accommodation development focuses on campsites, RV parks, and rustic cabins. Marketing activities focus on social media, and individual and niche interest group communications.
High Touch / High Service Bethel Area CDA Instructions On the grid at the left, Scenario A Scenario B please use the following point assignments to rate Product Development the preferred and expected futures. • EXPECTED FUTURE Please assign to any Traditional Markets box on the grid: Emerging Markets • One (1) x E1 • PREFERRED FUTURE Please assign to any Visitor Markets box on the grid: • One (1) x P1 Scenario C Scenario D Be Bethel l Area 20 2030 DIY / Rustic / Outdoors
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Closing the gap 40
High Touch / High Service Bethel Be l Area 2030 20 Scenario A Scenario B Bethel Area CDA Product Development Trajectory Preferred Instructions Traditional Markets 2030 Emerging Markets • Where do you think you want to be in: 2025 • 2020 Visitor Markets • 2025 • 2030 2020 • Mark the year on the matrix Expected Scenario C Scenario D DIY / Rustic / Outdoors
Reaching higher value emerging markets 42
What makes Bethel area most What is the compelling marketing appealing to the potential emerging narrative about the Bethel area markets? destination? Great outdoors with less crowds Everything in one place • • Good infrastructure 4 season destination that’s down to • • earth and out of this world 4 Season activities; rocks; minerals and • meteorites • Small town, unpretentious – perfect place to be temporary local Authenticity • • Thriving small town Intersect of landscape / scenery/ • outdoor recreation / high quality • Sustainability amenities / lodging • We’re the place you want to be; even if Easy access to major markets you haven't found us yet • Commitment to healthy lifestyles in a • mountain town
Which higher-value emerging market How do we best reach the higher value segment(s) do you think have most emerging markets? potential? Balanced Achievers Local and regional collaboration • • Adventure Travel Strategic partnership with businesses • • Genuine originals Collaboration – across the board • • Hudson valley – Asian; Eastern Europe; Packaged experiences • • UK Extract more from existing visitors • Attract 1 st time – they will be back • • Partnership and relationships Feel-good movement • • Product mangers – targeted adventure Next gen balanced achievers travel companies • Mid-stream – mix of adventure, • Concierge style companies • cultures, food
Creating High Touch / High Service Products suitable for the Bethel area 45
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