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Extension > Community > Community Features > Getting real with rural tourism

Getting real with rural tourism

Author: Joyce Hoelting
Content Sources: Cynthia Messer, Brent Olson, Matthew Schutte
Winter 2016

Leisure and hospitality jobs by county, 2013

Source: Explore Minnesota Tourism

From bass fishing to biking and skiing to snow shoeing, rural Minnesota offers tourists opportunities for fun and relaxation.

And tourists bring good things to rural Minnesota, too. Rural Minnesota has a 28% share of the nearly 13 billion dollar pie of annual gross sales in the leisure and hospitality industry, and 31% of the 250,117 jobs in private sector employment.1

Despite these numbers, professionals in the tourism industry are cautious cheerleaders. "Tourism is best thought of as a way to diversify, not replace, a rural region's economic drivers," says Cynthia Messer, Interim Director of the UMN Tourism Center. And with a vulnerability to economic and seasonal swings, communities have to be prepared for tourism's ups and downs.

That's why rural areas need to think critically – and realistically – about investing in tourism.

Why rural tourism?

A recent statewide initiative2 involved five rural Minnesota communities in a series of program activities designed to enhance their tourism potential. These five communities were strongly motivated to participate in the 18-month initiative because of the opportunity to grow revenue and jobs – but that's not all. "Creating opportunities for visitors makes our communities a more interesting place to live," says Brent Olson, a county commissioner and business owner who helped lead the Tourism Assessment Initiative in a cluster of three communities (Clinton, Graceville and Beardsley) in Western Minnesota. "And that enhances economic development in general."

Olson's Inadvertant Café is an example of such a community enhancement. People drive 50-60 miles for breakfast at Olson's café, "but it's also a place for people who live right here," says Olson. "Thing is, locals alone couldn't sustain a local restaurant. That's why we need to draw visitors."

Houston, Minnesota in Southeast Minnesota, also joined the initiative. Houston's stately landscape provides a natural barrier to growth. A flood plain and river levee borders the town to the north, and bluffs provide a barrier to the south. Town leaders are thoughtfully turning to tourism to make the most of the businesses that are there, building upon long-term efforts throughout the region to bring visitors to Southeast Minnesota.

As rural communities sunk their teeth into tourism assessment, they saw other reasons to consider tourism opportunities, too.

Seeing and nurturing local treasures

As we've previously reported, asset-based community development is an important ingredient to creating vibrant communities. The Tourism Assessment Process (see box at right) encouraged rural communities to see these assets. Matthew Schutte of Houston's City Council, elaborates: "We've got great trout fishing, hunting, beautiful bluffs for hiking, snowmobiling, cross-country skiing, not to mention our International Owl Center. Our committee really began to appreciate all we had going for us, and we realized we weren't marketing what we have."

In Big Stone County, local groups are seeing people – not just places or things to do – as local treasures. Artists in their region are creating paintings, pottery, photography, dolls, wood carvings, and more, so the local arts council is working to promote local art and artists. Now, everyone can see artists' wares online and at regional events like the Upper Minnesota Valley Arts Crawl, led by the Upper Minnesota Valley Regional Development Center.

Messer notes that an outsiders' view sometimes helps communities better realize their assets. "Communities sometimes don't see what's possible the way that outsiders do." She notes an example from Houston, which is located along the Root River Trail. "We kept hearing Houston residents say 'It's tough to be at the end of the Root River Trail. People start their bike ride close to the Twin Cities, and travelers are tired at the end.' We recommended they re-think their premise. Houston can promote their town as the starting point for bikers, rather than an end. This shift made a difference. The beautiful trailhead at the Houston Arboretum and Nature Center is only one block from downtown, so that's a perfect asset that can support bikers just starting a ride."

New connections

"In rural communities, regional connections are always important," says Messer. "But that's especially true in tourism development." Visitors look for multiple activities and attractions to draw and hold them. Smaller towns might be successful if they are part of a regional approach, but aren't likely to find payoffs on their own.

After assessing local assets, rural communities often find themselves joining regional groups and considering how to use regional outlets to market their communities. Or they create these outlets themselves. In Big Stone County, for example, the community tourism initiative inspired the idea to create a web site featuring all of the towns in the area. They branded the effort using their regional map location on the "bump" on the western border of Minnesota. Their website, now called invites visitors to read blogs written by locals and learn about places and events. They can also see videos about community life, click on links to local media, and see a calendar of events. According to the web site, the tourism assessment process pointed to online opportunities: "marketing our tourism opportunities via web was identified as a top priority. With further discussion, it was determined that web marketing could also provide an opportunity for residents to communicate."

Messer enthusiastically endorses strategies like "Big Stone County has created an online resource that authentically markets the area. This kind of online presence can attract visitors – and maybe even new residents," she says.

Advice for other rural towns

Olson and Schutte share their advice for other towns thinking about tourism. Here are their top takeaways:

Learn more

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