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Nature/Cultural Heritage Tourism Vital to Growth
Mar 19, 2007 FOR IMMEDIATE RELEASE LEE COUNTY, FL (MARCH 19, 2007) -The Beaches of Fort Myers and Sanibel on Florida's southwest coast is known all over the world for its 50 miles of shell strewn beaches, nature preserves, award-winning paddling trails and an estate that is the eighth most visited historical home in the United States. In 2006, more than 213,660 visitors came to the area to enjoy nature tourism and this important market segment generated more than 447,450 room nights. This number represents 10.3 percent of the total number of visitors to Lee County and these visitors generated more than $234,563,386 in total economic impact. "This segment of tourism is the lifeblood of our industry," says D.T. Minich, executive director of the Lee County Visitor & Convention Bureau (VCB). "Our natural resources are what we are known for throughout the world and it is the reason people come to southwest Florida. As Visit Florida, the state's tourism marketing agency, seeks to increase public funding for tourism to $59 million during the 2007 legislative session, the additional $34.3 million in public funding will enable Visit Florida to enhance its marketing program with stronger promotion of the natural, cultural and heritage resources that are unique to Florida." The proposed budget increase will enable Visit Florida to integrate network television advertising into its campaign, which unlike its competitors, has not been previously incorporated due to budget limitations. An example of nature tourism, the J.N. "Ding" Darling National Wildlife Refuge on Sanibel Island, is the jewel of the area and allows visitors to leave the world behind and connect with nature. A recent study by the U.S. Fish and Wildlife Service said that visitation to the refuge was worth $47 million dollars to the local economy. Kevin Godsea, lead refuge ranger, says that combining this with other natural resources makes the figure grow exponentially. "Having a tourism market that is primarily dependant upon a clean environment requires residents to be good stewards of our area. This is an intrinsic value of the quality of life in Florida that cannot be measured in monetary terms." Godsea says that the refuge has marketing programs in place for special events such as Ding Darling Days and the Duck Stamp anniversary. Competition in this area comes from the well-known national family parks such as Yellowstone, Yosemite and Grand Canyon. Another example of eco-tourism, the Great Calusa Blueway Paddling Trail, offers paddling enthusiasts nearly 100 miles of clearly marked waterways and trails. With a chance for visitors to explore the area's back bays and estuaries with abundant wildlife, it is treasured by those who experience this rare peek at natural Florida at its best. Paddlers go through aquatic preserves, wildlife refuges, creeks, bayous, rivers and mangrove forests. Many of the trails follow the course charted some 2,000 years ago by the area's earliest residents, the Calusa Indians. The trail is recognized as among the best U.S. kayaking destinations by both Paddler and Canoe & Kayak magazines. Betsy Clayton, waterways coordinator for Lee County Parks & Recreation, says the diversity and the opportunity for up close nature encounters are what make this waterway so important to tourism. "The Great Calusa Blueway is a major attraction for all types of visitors. Families can go out for an hour and do part of the trail. Adventure travelers can plan weeklong trips with overnight camping. Geocachers can plot outings. Competitive paddlers can train for races during cold winter months up north," she explains. "It's got the Discovery Channel effect on tourists. The moment when a novice bird watcher sees his first roseate spoonbill can happen from a kayak on the trail. Being in a mangrove tunnel for the first time can make a kid feel like she's in the pages of "Robinson Crusoe." Kayaks and canoes are stealth-like. They bring the visitor to nature on eye level." Maps of the Blueway and its highlights are available free of charge throughout the county and its Web site is utilized by guests worldwide. The return on investment of these visitors? Located in Fort Myers, the winter homes of good friends Thomas Edison and Henry Ford, the Edison & Ford Estates, offer visitors a look at a national treasure. With a $9 million restoration recently completed, the estates are the eighth most visited home in the United States. On the National Register of Historic Sites, it is one of 12 Restore America sites by the National Trust for Historic Preservation. Chris Pendleton, president and CEO of the Edison & Ford Estates, says that heritage and cultural tourism represent a critical part of the package that is offered to Florida visitors. "The value attributed to the 225,000 annual visitation to the estates is in excess of $90 million to the local community," she says. "Heritage and cultural tourism is what defines this community and makes it unique from others in Florida. Visitors to Florida do not always think of us as a cultural and heritage destination in addition to our beaches and outdoor activities. Heritage/cultural tourism help to diversify the offerings to our visitors." Pendleton would like to see the marketing that is being done by the Lee County VCB expanded by the Visit Florida budget increase with more affordable programs. Competition in this market comes from states with cities such as Asheville (with Biltmore House, winter sports, etc.) that do a better job with more funds directed to marketing the total package of outdoors, cultural and heritage tourism. In summary, the nature/cultural/heritage market is vitally important to Florida and it is important that dollars be allocated towards increasing visitation. It represents a very environmentally clean industry. It attracts upscale visitors and those who are concerned about preserving the environment. It appeals to both the international and domestic markets and encourages the preservation of heritage. Its future growth is a win-win for Florida. |