Developing a Cultural Tourism Program

Anne Ketz 106 Group

Seeking a Balance Between Authenticity and Economic

Development

Chief Smith’s vision for his people…

The Cherokee Nation shall achieve and maintain an enriching cultural identity, economic self-reliance, and a strong government.

Cherokee people in Oklahoma

The Cherokee people have faced centuries of adversity with resilience to prosper and excel, and today maintain a distinctive cultural identity.

Cultural tourism must challenge stereotypes

Strategic planning ensures a successful program

Case Study: The Trail of Tears

Illinois Campground

Successful branding:

emotionally rewarding to consumers, financially

rewarding for business

Integrating marketing &

economic development

Cultural Tourism: safeguarding

authenticity while providing economic

opportunities

1. Protect and properly maintain cultural

resources

2. Ensure a cohesive message & design

program-wide

3. Utilize established laws & systems that align with the goals & values of the cultural

tourism program

4. Have a visible

presence in the

community as a resource for redevelopment, community outreach, &

business development

5. Establish a small business network to

educate, coordinate, & support key marketing

messages

6. Certify new tourism-related businesses based on the

program’s mission, principles, and review process.

Program Success • Keep sight of the big picture• Involve the community • Commit to long-term thinking• Dare to dream

Group Discussion - Setting up a New Cultural Tourism Program1. Possible partners &

stakeholders2. Which of these people should

be part of a development team?

3. What makes an effective team? Identify characteristics of an effective team.

4. Key types of resources5. Develop a key message6. How best to convey that

message?

Questions?

Anne KetzTel. 651.290.0977

anneketz@106group.comMinnesota / Washington DC