Michigan State University Extension
Tourism Educational Materials - 33520069
06/06/02
Developing A Tourism Organization
List of files and visuals associated with this text.
By Phil Alexander
Cooperative Extension Service
Michigan State University
Extension Bulletin E-1958
January 1987
Introduction
Forming a tourism organization can be both successful and
beneficial in achieving your goals and the goals of
others in the community. Your ideas, knowledge, time, and
energy combined with that of other people who share a
common interest in tourism development is more powerful
and effective than individuals working alone. (Vis. 1)
But how does a tourism group get started? Who should be
included? Where can you go to get help and suggestions?
Listed below are examples of tourism organizations in
Michigan.
STATEWIDE
Dept. of Commerce
Travel Bureau
Dept. of Transportation
Dept. of Natural Resources
State Chamber of Commerce
MSU Cooperative Extension Service
Travel, Tourism and Recreation Resource Center (TTRRC)
REGIONAL
Regional Tourist Assocs. EMTA, WMTA, UPTRA, SWMTTA
Northeast Michigan Tourism Alliance
U.P. Tri-County
Tourism Council
Southwest Michigan Tourism Council
LOCAL
Convention & Visitors Bureau
Chamber of Commerce
County Commission
MSU Cooperative Extension Service
Once you find where your local organization fits into the
tourism picture, you can look at some options for getting
started.
What type of tourism council do you want to form? There
are several forms to choose from and you should select
the one that best satisfies your needs and individual
situation. The list that follows offers examples of
tourism councils. Modification and combinations of this
list are common and encouraged.
* Committee within the Chamber of Commerce
* Voluntary Membership Tourism Council
* Tourism Council of Associations
* Council based on Room Tax or Assessment.
(Vis. 2)
Committee Within The Chamber of Commerce
This is the most common type of tourism organization
because the group is already formed and has similar
goals. Many tourism councils originate as part of the
chamber and then develop into a separate organization.
Voluntary Membership Tourism Council
A new, independent organization is created to promote
tourism for a community or group of communities. Tourism
related business leaders meet and decide on a project
that benefits the group or community. They form an
official non-profit organization, attract additional
members, pool resources (money, expertise, human
resources), and become an official tourism representative
for local residents, government, and visitors. The chart
(see next page) illustrates how the council can be
organized.
Modifications to the model shown in the chart can be made
that best satisfy any situation. For example, smaller
councils may consolidate some of the committees and their
functions. The stated responsibilities for each committee
serve as a check list for any sized tourism council.
Tourist Council of Associations
Basically, this group consists of representatives from
existing tourism agencies, committees, and associations.
Typical members of this council are from the Chamber of
Commerce, Convention and Visitors Bureau, Motel
Association, Restaurant Association, Economic Development
Committee, Downtown Business Groups, Historical
Development Committee, and Festival Committees.
The association is designed for communities that have
various tourism groups working independently. By working
together, a centrally coordinated effort helps reduce the
problems of a fragmented approach.
Council Based on Room Tax or Assessment
Both arrangements are funded by an added charge on the
rental of overnight rooms. Funds are used for tourism
promotion and development. Certain requirements and
legislative approval are necessary prior to
implementation.
The main difference between the room tax and room
assessment is in administration. The room tax is
administered, collected, and allocated by the county
government. The room assessment is administered by a
separate agency, and no governmental unit is involved.
COOPERATION AND COORDINATION ARE THE KEYS
Whatever type of tourism council that you select, it
requires a diversified structure capable of handling many
responsibilities. The primary purpose of the organization
is to accomplish tourism goals set by the community. The
organization is the formal "people base" upon which the
community's tourism program will be built. It spells out
who is to do what, when, how, and where. It will only be
as successful as the competency and commitment of those
directly involved in making, implementing, and evaluating
results of the plan.
In an industry as competitive and segmented as tourism,
cooperation and coordination are essential. Cooperation
means doing things together. Coordination then occurs,
because, as people cooperate, communication channels are
established and improved. As ideas and information are
exchanged, members have an understanding of who is doing
what. Duplication, ignored concerns, activities of mutual
benefit and those of direct conflict can all be
identified and discussed.
Combine community efforts and take advantage of existing
groups in the community with similar goals. They can
provide funding assistance, expertise, labor, and
political influence.
Ten Steps to Get Started:
1. Select a name that creates an image and identifies the
group.
2. Develop a policy: statement of purpose and by-laws.
3. Develop an action program: set goals and methods of
accomplishing them.
4. Set up committees and sub-committees as needed.
5. Create awareness.
6. Unite to solve mutual problems and to achieve common
goals.
7. Establish lines of communication and develop a flow of
information.
8. Foster a spirit of close cooperation and coordination
among the various communities, agencies, and other
organizations.
9. Recognize tourism as one of the primary uses of land.
10.Recognize tourism as an important economic development
factor.
Contact the Cooperative Extension Service for assistance
in getting started. There is an Extension office in every
Michigan county. The local agents can provide additional
resource material, help facilitate organizational skills,
and put you in touch with tourism specialists at Michigan
State University.
FURTHER INFORMATION
Capacity Building Skills series by Donna Sweeny:
Extension bulletins:
E-1915-Express Yourself.
E-1916-Influencing Others.
E-1917-Local Boards-Working Together.
E-1918-Why We Don't Agree, and What We're Going To Do
About It.
E-1919-Building A Local Team.
BIBLIOGRAPHY
"Creating Coordination Among Organizations-An orientation
and planning guide." North Central Regional Extension
Publication, 80, 1982.
Michigan Travel Bureau. "Forming A Local Tourist
Council."
Breiding, George; "Guidelines For Tourism and Travel
Development." 522-75, 1977. Cooperative Extension
Service, West Virginia University.
McIntosh, Robert; "Tourism and Your Community." Extension
Bulletin E-729, 1979. Cooperative Extension Service,
Michigan State University.
"Tourism USA-Guidelines For Tourism Development." 1986.
University of Missouri for the United States Travel and
Tourism Administration.
Tourism Information Series
The Tourism Information Series is for those interested in
tourism development. To obtain the series, contact your
county Cooperative Extension Service office. Look in the
white pages under County Government.
1. E-1937, Tourism and Its Significance in Local
Development
2. E-2004, Tourism Planning
3. E-1958, Developing A Tourism Organization
4. E-1959, Tourism Marketing
5. E-1992, Feasibility Analysis in Tourism
6. E-1939, Developing A Promotional Strategy
7. E-1957, Creating A Promotional Theme
8. E-1940, Information and Traveller Decision Making
9. E-1938, Managing Tourism Information Systems
10. E-2005, Selecting Promotional Media
11. E-1999, Pricing Tourism Products and Services
12. E-1960, Direct Marketing of Agricultural Products to
Tourists
Series editor: Maureen H. McDonough, Associate Professor,
Department of Park and Recreation Resources.
This information is for educational purposes only. References
to commercial products or trade names does not imply
endorsement by MSU Extension or bias against those not
mentioned. This information becomes public property upon
publication and may be printed verbatim with credit to MSU
Extension. Reprinting cannot be used to endorse or advertise
a commercial product or company.
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