Towards a realistic sustainable regional tourism?

This year’s Solidarité rurale du Québec’s annual conference highlighted the numerous challenges facing rural areas, which are a direct consequence of globalization, technological change and economic restructuring. The conference looked at many development issues, as well as solutions for a more secure, long-term rural livelihood. Discussion focused on the emergence of integrated rural policy, the mobilization of social capital, decentralization and the role of government intervention. Clearly, there is no panacea for sustainable rural and regional development on a planet where there are no borders.

A striking feature of the conference was the recurring mention of tourism, especially its potential to deliver positive economic and socio-cultural outcomes. Yet, the conference did not provide a formal discussion forum on rural tourism issues and opportunities. Given the on-going regional issues in Quebec, tourism would have really merited a more serious attention.

Many of the solutions discussed during the conference apply directly to tourism, most notably to such aspects as decentralization and governance. Tourism is a complex multifaceted, and therefore fragmented industry comprised mainly of small and medium-sized enterprises. In this sense, tourism is very different from traditional rural sectors, and its successful development hinges on factors common, as well as external to traditional rural industries.

One of the great advantages of tourism is that it can be integrated with relative ease into existing economic and social structures. However, a real inter-sectoral symbiosis, especially with traditional land uses such as agriculture, fishing, forestry and mining, is inherently complex. This challenge also applies to culture and natural resource conservation. Indeed tourism can also have adverse effects, which is the primary reason why the principles of sustainable tourism require that destinations invest in serious planning and visioning exercises involving all major stakeholders, in order to find a REALISTIC BALANCE between the pillars of economy, society and the environment. This also implies a balance between different economic sectors.

Another advantage of tourism is that it can be developed locally to many different extents with the participation of the community, and not necessarily depend on large-scale investments from outside the region. Apart from resorts or similar large-scale infrastructures, tourism can be relatively less costly to develop than other sectors.

The role of tourism varies greatly across Quebec. In most regions, its role could be enhanced in order to capitalize more on the potentials of the province’s natural and cultural resources. Of course, not all regions have the same potential, nor do all regions have a realistic tourism potential, especially in an international context. Nevertheless, a more systematic assessment of issues and opportunities could help establish a priority agenda for both public and private sectors to invest in regional tourism. The challenges of globalization and fierce competition between destinations will not disappear; in fact, they are likely to intensify, due to the rapid evolution of new destinations as well as ever-changing markets.

There is no magic formula for achieving tourism success, since every region has different environmental, economic and socio-cultural characteristics. Realistic solutions must be tailored to reflect local and regional attributes. Fortunately, there is a wide range of guidelines to assist with this endeavor.

Some of the basic key success factors for sustainable rural tourism development include:

• a diversified natural and cultural attraction base, which can be packaged as a destination and that encourages people to visit, stay, spend and preferably return in the future;
• promotion done at the destination level;
• adequate infrastructure for access (roads, rail, airports, ports), signage, parking, power, water, recreation facilities, etc.;
• adequate accommodation, restaurant, and retail services, to ensure that tourists’ needs are met and, if possible, expectations exceeded, via the delivery of high-quality services and products;
• hospitality that is genuinely welcoming and positive;
• good visitor bureaus or convention centers.

In terms of sector level organization at the local or regional scale, success factors include:

• recognition of issues and problems;
• identification of local and regional comparative advantages, and maximization of the development of nearby social and natural resources;
• reduction of overlaps with other destinations;
• an ability to mobilize and connect people, businesses and the community through appropriate networks and forums;
• good leadership;
• widespread community support for tourism;
• support and participation from government agencies (especially in terms of planning and providing information); and
• sufficient funds for maintaining and enhancing infrastructure and services.

As tourism involves a wide range of private sector enterprises, it is really important to establish a favorable environment for the development of small and medium-sized enterprises. Maximizing local growth is a major key to success. It is also important to work towards coordination and cooperation between enterprises and the local/regional authorities; collaboration creates power and synergy, which can both attracts investment and projects a positive image.

There must be a clear definition of common aims, otherwise businesses and stakeholders won’t be able to trust one another or truly cooperate. In addition, conscious efforts must be made to reduce economic leakages out of the destination; this can be done by maximizing the use of locally and regionally produced goods and services, with an aim to developing local and regionally unique brands. It is important to aim for partnership, rather than unhealthy competition.

Although government policies and strategies should guide development, it is important to achieve it through local and regional initiatives. Some regions can achieve successful tourism independently, whereas others need help.
Because sustainable tourism is not a shortcut to regional economic prosperity, successful tourism initiatives must start with strategic planning. Tourism needs to be part of a regional development framework, and its progress must be measured. It is important to acknowledge that rurality and remoteness are not necessarily obstacles to successful tourism.

In the context of current tourism and rural policy for Quebec, as well as recent debates surrounding several tourism projects, it appears there is a need for a more precise vision for tourism in each region, as well as a series of medium and long-term strategies and action plans.

It is often said that understanding the past is the key to the present, and vice versa. In a borderless, constantly changing world it is important to recognize that previously successful regional development strategies will not necessarily work in the future. This statement may also hold true for sustainable regional tourism development.

Sources:
– Branwell, B. and Lane, B. (2000). “Tourism Collaboration and Partnerships: Politics, practice and sustainability (Aspects of Tourism, 2),” Channelview Publications, Clevedon, 343 pp.
– Gouvernement du Québec (2005). “Vers un tourisme durable – Politique touristique du Québec,” 36 pp.
– Gouvernement du Québec (2001). Déclaration en faveur du monde rural, 1 p.
– Hall, D., Kirkpatrick, I. and Mitchell, M. (2005). “Rural Tourism and Sustainable Business (Aspects of Tourism, 26),” Channelview Publications, Clevedon, 370 pp.
– Paquet, G. (2006). “Gouvernance: le scandale de la bonne volonté, Notes on the 14^e Conférence nationale de Solidarité rurale du Québec,” March 9, 2006, Sherbrooke, Québec, 4 pp.
– Solidarité rurale du Québec (2006). “14^e Conférence nationale de Solidarité rurale du Québec, Background document – À l’agenda des territoires: ruptures, reconversion et prise en charge,” March 8-10, 2006, Sherbrooke, Québec, 22 pp. [http://www.solidarite-rurale.qc.ca/]
– Wilson, S., Fesenmaier, D. R., Fesenmaier, J. and Van Es, J. C. (2001). “Factors for success in rural tourism development,” Journal of Travel Research, p. 40, 132-138.
– World Tourism Organization (1994). “National and Regional Tourism Planning: Methodologies and Case Studies,” Routledge, London, 249 pp.