Which would you rather have in your community…. massive crowds of drunken, puking college kids like Fort Lauderdale….
by James A. Bacon
Promoting tourism is a major part of Virginia’s economic development strategy for good reason. Tourism supports jobs, expands the tax base and helps pay for amenities — restaurants, arts, cultural institutions — that can be enjoyed by the whole community. But it can create problems, too, such as crowding, traffic congestion, noise and tacky, haphazard development. Handled poorly, tourism actually can degrade a community’s quality of life.
It is critical to differentiate between mass-market tourism and what Edward T. McMahon, writing in the May issue of Virginia Town & City, calls “responsible” tourism. Mass market-tourism is all about putting “heads in beds.” It is high volume, high impact but low yield. Think Fort Lauderdale, the “spring break capital” of the United States, which attracted millions of college kids who slept six to a room and spent money on little but beer and t-shirts.
… or a recreational amenity like the beautiful Virginia Creeper Trail?
“Mass market tourism is … about environments that are artificial, homogenized, generic and formulaic,” writes McMahon. By contrast, “responsible tourism is about quality. Its focus is places that are authentic, specialized, unique and homegrown. … Think about unspoiled scenery, locally owned businesses, historic small towns and walkable urban neighborhoods.”
The challenge for Virginians, suggests McMahon, a senior resident fellow at the Urban Land Institute, is to promote tourism without losing our soul. There is more to building a tourism industry than spending marketing dollars to lure visitors. It involves making destinations more appealing. “This means identifying, preserving and enhancing a community’s natural and cultural assets, in other words protecting its heritage and environment.” Continue reading


