Tourism is the largest industry in the world – and yet it is still called the “invisible industry”. Well – maybe it isn’t invisible – but it is hidden in plain site. Tourism and the visitor economy is right under our noses – but we don’t recognize it.
In some ways this lack of awareness starts in school. For example, as a school kid, we went on field trips and camps and we often seemed to find ourselves at farms set up to welcome students and show them agriculture. While I learned about the virtues of cows and pineapples ( I lived in Queensland, Australia) no one ever said anything about how visitors (like me) contribute to economic well being. I was a tourist and I didn’t even realise it..
It can come as no surprise that the tourism industry has such a great task to inform policy makers and politicians – not to mention community members – about the value of our work. In most cases we are starting from “scratch”.
Which brings me to the fantastic work of Indiana Office of Tourism Development. Mark Newman, the CEO of IOTD, recognized the importance of building a culture of tourism early in his tenure and worked with educators on the development of a grade 4 curriculum that recognizes the connection between tourism and social studies.
That’s strategic thinking in tourism – honest to goodness !