Tourists often have fraught relationships with the communities they visit. In Costa Rica, tourists may swell the country’s gross domestic product, but when beaches are covered in suntanned travelers, sea turtles can’t access their nesting grounds. In Hawaii, tourists may fund fancy new resort developments, but their insatiable hunger for entertainment and tchotchkes has decimated the island environments.
However, a new movement called “regenerative tourism” — which is taking root in Alaska — seeks to change the industry for good. Regenerative tourism is an effort by travelers and businesses to engage with the communities they visit and leave destinations better than they found them.
This trend has taken hold in Kauai, Hawaii, where, instead of lounging in beach chairs downing pina coladas, some island visitors opt to remove invasive species from hiking trails, clean plastic off beaches and plant trees to offset the carbon output of their flights, according to an article by the University of Hawai’i news.
According to Caitlin Cardinell, executive director of the Stikine River Jet Boat Association, the trend was frequently discussed at the Alaska Travel Industry Association conference Oct. 10-13 in Sitka.
The annual event connects industry professionals across the state and brings them up to date on best practices, business skills and recent developments. Cardinell reported on the conference at the Wrangell economic development committee meeting Oct. 19.
“Alaska is embracing this approach,” said Cardinell. Destinations across the state are marketing to environmentally conscious visitors, often passengers on small cruise ships, yachts or ferries, who seek a deep connection with the communities and environments they visit.
“Cruising is not going anywhere,” said Cardinell. “Statewide in Alaska, one in 10 jobs are in the tourism industry,” she added, citing statistics from the Resource Development Council, a nonprofit that promotes Alaska’s resources. Since tourism will continue to be an integral part of the borough economy, Cardinell suggests that Wrangell take the reins of its own development to ensure that its tourism is sustainable and beneficial to the community.
“If we want to influence how this is going to look for us, we need to get out in front of it,” she said. “Or else it’s going to happen to us.”
To “get out in front” of tourism, Cardinell thinks Wrangell should hire a tourism director, build relationships with small, upscale cruise ship lines and market itself as a destination for regenerative tourism.
“There are about 10 smaller, more upscale luxury expedition-style ships that are in the construction phase currently. Those are the companies that we want to capture and market Wrangell to as a port.”
In many ways, Cardinell suggested, Wrangell is already practicing regenerative tourism. The Tongass botanicals walking tour and Stikine jet boat tours help visitors learn about the history and environment of the area. She hopes that the community will continue to guide the direction area tourism takes as the industry grows.
“I can’t imagine anyone allowing a cruise line to come in and think they can buy up a storefront in here,” she said. If the town can market itself effectively while staying true to its roots, it could be “the poster child for regenerative tourism.”
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