Tourism is the second largest retail industry in the United States, exceeded only by the supermarket industry's volume in sales. Predictably, by the year 2000, tourism will be the world's leading industry. By all indications, the parks and recreation industry will continue to grow correspondingly. The service industries will be the businesses of the future. More people will be spending money for recreation and leisure at faster rates than any other segment of the economy.

Our national, state and local parks and historic sites serve as magnets for the traveling public. In consideration of this very obvious fact, planners of recreation and tourism must be fully aware of what comprises a tourism experience. Proponents of the notion that no large differences exist between tourism and recreation have to recognize tourism is recreation away from one's home community. Recreation exists without tourism; tourism alone cannot exist without recreation. It is the primary aspect of any tourism experience! Local residents may share certain services provided for tourists, such as restaurants, but other local businesses like lodging and transportation exist primarily for tourists. Tourists also require information about the local community, facts that are taken for granted by local residents.

A Matter of Terminology
Where are the differences between tourism and recreation? I maintain they are not really different. It's a matter of terminology. For instance, tourism people say "A room not sold"; parks and recreation refers to "A facility not used." Tourism says "Occupancy"; parks and recreation says "Attendance." Tourism says "Visitors and tourists"; parks people say "Participants." Tourism refers to "Rates and tariffs"; we say "Fees and charges." Tourism says "Season peaks, peaks on"; and parks people say "Seasons — in our case there are four of them." All of these terms are somewhat synonymous between the professions.

Tourism and Recreation — Common Ground
At a 1984 conference on tourism in Knoxville, Tennessee, participants discovered, among other things, that many recreation and tourism professionals considered TOURISM and RECREATION as two entirely different subjects. Parks and recreation professionals at this meeting called their promotional activities "RECREATION", while the tourism professionals identified the same activities as "TOURISM". At the conclusion of the conference, both professional groups readily agreed there was no large difference between tourism and recreation; precisely, the two are interrelated. Tourism cannot exist without recreation — it's the whole reason why people travel in the first place!

Acknowledging this fact, some states are forming very strong relationships between tourism and recreation groups. The State of South Carolina has established a Department of Parks, Recreation and Tourism.

Traveler's Preferences
Tourists frequently travel to areas of natural beauty and history. Those sites are found in our national, state and local parks and include historical landmarks and cultural centers. For several years, state tourism offices around the country have conducted surveys to determine basic motivations for travelers: what they want to see, what they like, and what they don't like. In virtually every survey, visiting historic sites has been noted as one of the top three most popular tourist activities. In Illinois, visiting historic sites was the preferred tourist activity, tied only with visiting the State Fair.

Heritage Tourism is Vital to the Industry
In many states, studies show national heritage is the highest ranking reason to determine where tourists decide to visit. They are interested in investigating their heritage and observing the historical aspects of the development of our country. This helps build pride and solidarity. People seek out these experiences.

Heritage tourism includes much more than simply visiting historic sites. Heritage tourism is an encounter with our traditions, our American culture. It encompasses encounters in history and architecture, in natural and urban landscapes, in the arts, music, painting, sports, literature, cooking . . . traditional leisure time activities of all sorts. Heritage tourism even includes social customs, accents and institutions. More and more American travelers want to have these experiences and make comparisons between regions. They want to experience elements of a way of life entirely different from their own. The same types of activities and experiences draw international tourists to the great places of America and us to other countries.

So far, most state heritage tourism activities have focused on the promotion of historic sites as part of general state tourism advertising. Yet, no state in the country has, at this time, developed a systematic program for promoting and developing Heritage Tourism. I would like to see Illinois be the first to do so.

Over the last five years, Illinois has spent more money on tourism advertising and promotion than any other state. Other midwestem states have subsequently increased their tourism budgets while some Illinois officials have begun to realize that advertising will not make the difference happen on its own.

Governor Thompson Appoints Task Force
In 1986, Governor Thompson appointed a 23-person tourism task force to address critical Illinois tourism development issues, specifically to include the financing and development of additional tourism assets. The task force was asked to make recommendations for improving the long-term economic benefits of recreation as it relates to tourism, i.e., enhancing the quality of life.

Throughout the task force report, two things stood out clearly. First, marketing alone is not enough if Illinois is to successfully develop its tourism industry. Secondly, an effective system of identifying and protecting actual and potential tourism assets is essential. As an example, New York has one of the most sophisticated tourism and marketing development programs going. The long-running "I Love New York" ad campaign is currently focusing their efforts on regional events.

Legislation in Eastern States Promotes Tourism
Other initiatives in New York, like the Environmental Quality Bond Act and the Urban Cultural Parks program, go beyond advertising alone and benefit heritage tourism directly. The Environmental Quality Bond Act was passed in 1986. It authorized $1.45 billion for a variety of purposes, with most of the money allocated for toxic waste clean-up. Even so, monies were designated for historic preservation and heritage tourism. In its first year, the program appropriated $5 million for historic preservation grants to be disbursed to non-profit organizations and municipalities; $15 million was appropriated for cultural heritage tourism; $10 million for municipal parks and $30 million for state land acquisition. ALL monies were designated to be spent on what we can refer to as Heritage Tourism.

In another case, through its Urban Cultural Parks Initiative, the State of New York has established 14 urban cultural parks in 21 communities. Each community participating has received between $1.5 and $5 million from the state for interpretive programs to be used for tourism; the state pays 25 % of the cost of new interpretive programs at the local level. Why aren't we doing this in Illinois?

New Jersey leads the country in the allocation of state bond issue money for protection and enhancement of historic sites. Their 1983 bond issue raised $83 million for open space, heritage and cultural purposes. A subsequent bond issue in 1987 raised another $35 million. Of the 1987 money, $25 million was earmarked for the restoration and repair of historic sites.

Rhode Island recently enacted a state law that authorizes residents to check off a box on their state income tax return for dedicating a portion of their state income tax refund for tourism. Similar programs need to exist in Illinois if we are going to meet the competition of other states.

Packaging Illinois. Recreation and Tourism —
A Winning Combination!
The tourism industry needs to recognize park and recreation's primary contributions — they need to work with us! Tourism professionals need to form alliances with our conservation organizations and state associations.

In Illinois we need a mix of recreation, cultural programs, heritage, good accommodations, good eating, shopping — all in one package. At this time, Illinois' "package" has been promoted in a piecemeal fashion. Future conferences on tourism should include a heritage tourism component in every conference agenda. We need to get the message out to hotel owners, franchise restaurant operators, those who do not understand yet why heritage tourism is significant and why it will benefit them. We need the tourism industry's assistance to demonstrate that parks and recreation doesn't cost. It pays!

In addition to emphasizing the value and importance of park and recreation services for state and local residents, Illinois' parks and recreation agencies should ally themselves with the growing field of tourism. Some are beginning to do just that. We are beginning to promote more local community festivals. We have begun to weigh the significant impact our services have on the state's economic structure. The linkage between public recreation and tourism interests hasn't been that strong in the past, but they are improving. Recreation and tourism should develop a long-term partnership.

We have many examples of how park and recreation areas contribute to tourism and the Illinois economy. A study on fishing this past year showed its economic effect on the state's economy was $1.76 billion! Anglers in Illinois spent an estimated $915 million on their sport. Those expenditures have a ripple effect on the state's economy which translates into a total economic impact of more than $1.76 billion. It could be said that fishing in Illinois impacts every corner of the state's economy. The guy who buys a bobber or a plastic worm doesn't realize that K-Mart is paying somebody to sell that equipment to him. That guy is going to take part of his salary down the street and buy groceries with it.

Park and Recreation Agencies Promote Tourism
Tourism has benefitted the management of the national parks ever since they were originally established. It is interesting to note that lodges and accommodations last year served 16 million people throughout the National Park Service. In 1918 there were 48 areas in the National Park Service and approximately 455,000 visitors annually. By contrast, in 1986, there were 280 million visitors to 339 park sites. Total visitation is expected to exceed well beyond 300 million in 1989!

Our national parks have had to adapt to the changing interests of their "clientele". Due to the increased popularity of winter sports like skiing and snowmobiling, national parks like Yellowstone have had to switch from a primarily summertime schedule to one that operates year-round. Last year, during the winter months, the merchants of West Yellowstone grossed as much as they gross in

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income during summer months.

What role do local parks play in tourism? In 1987 the Convention and Visitors Bureau Association (the international association of convention and visitors bureaus) conducted research to determine how convention and visitors bureaus perceive their relationships with park activities within their cities. Survey results indicated many convention and vistors bureaus look upon parks activities as very important to their tourism programs.

A Sampling of Illinois Agencies
The author spoke at the 1989 Governor's Conference on Tourism and sampled several park, recreation and conservation agencies. A survey of all park and forest preserve districts and state parks of Illinois needs to be conducted to determine our full impact on tourism.

The Chicago Park District is one of the few cities with lakefront land that is reserved almost exclusively for recreation. It is unique among public park systems. Many Chicago Park District attractions are world renowned and draw international tourism to Illinois. The park district has more than 20 miles of public beaches, logging more than 32 million visitations during 1988. The district's Grant Park is considered Chicago's front yard and features diverse activities in the very center of the city and metropolitan area. Internationally famous Buckingham Fountain resembles the historic fountain in Versailles, but Buckingham Fountain is twice as large. It's dazzling color water shows are completely computerized. It attracts extremely large audiences during its nightly displays.

Lincoln Park Zoo is one of the nation's last remaining free zoos and attracts approximately 4 million visitors annually. It is a world resource center for the captive breeding of big cats, spectacled bears and one of 20 zoos housing endangered koalas. The Garfield Park Conservancy, along with the Lincoln Park Conservancy, ranks among the finest in the horticultural world. Their collections and free flower shows are visited by more than a million plus visitors annually. The July 3rd Special Independence Day Concert and Fireworks attracted over a million listeners in 1988.

The annual lakefront air and water show attracts upwards of 2 million visitors during its two-day run. Visitors also flock to Grant Park and Monroe Harbor to view the colorfully decorated pleasure boats during the Venetian Nights. Chicago Park District is home to nine museums and historic Soldier Field, home of the Chicago Bears!

Let's not forget that Cook County is blessed with a world reknowned forest preserve system. One of the nation's finest, this forest preserve serves 5.3 million residents of Cook County alone. The forest preserve owns 67,000 acres of land, approximately 11% of all of the area of Cook County, which is undoubtedly one of the most valuable resources in the metropolitan region. It has ten golf courses, 42 fishing and boating lakes, 2,200 picnic groves and 60 miles of bicycle trails. Visitors and residents alike in the Chicago area visit forest preserve attractions like the Brookfield Zoo, the Chicago Botanical Garden and the I & M Canal National Heritage Corridor (the first of its kind in the nation). They also have six nature centers and the Bussey Lake Preserve.

At this time, the district is developing plans for a historic site in the I & M Corridor. This center will interpret the natural and manmade history of the region. It is expected to be a major attraction statewide, as well as regionally. The district's Nature Center offers many programs and annual special events like the Maple Sugar Festival, the Nature Art Fair, Pioneer Thanksgiving Dinner, and the Fall Honeyfest. We hope that convention centers and hotels help promote these kinds of events. They "endorse" tourism and help the hotel/motel business as well. The Cook County Forest Preserve District really goes to great lengths working with a variety of hotels, informing them of bicycle paths, boating, fishing and picnic opportunities which attract 2.5 million visitors annually. A promotional video was developed by the Schaumburg Visitors Bureau that features such places as Bussey Lake Preserve. Several times it is shown in different seasons, depicting the scenic and recreational diversity available to visiting tourists or conventioneers in the Woodfield area.

It is obvious the Forest Preserve District of Cook County contributes to tourism by providing multiple recreational opportunities. Its success can be measured by annual visitation, estimated to be 40 million visitors per year! The district has a non-restrictive admission policy, allowing access by tourists as well as residents, so there is no discrimination among nonresidents. The director of the Cook County Forest Preserve received a letter from the Heritage Corridor Convention and Visitors Bureau. It stated, "... Here are my thoughts on the economic impact forest preserves may have on our economy. I really don't see how an active forest preserve differs much from a state park. From statistics provided by the State Office of Tourism, we know that 39% of the visitors coming to the State of Illinois come to visit friends and relatives for one reason or another. They may come to a forest preserve for a family reunion or a picnic, or they may visit an attraction, such as a museum, or come to one of the many sponsored events. All the recreational opportunities in our forest preserves attract part of the consumer market. Hiking, biking, fishing, boating, skiing and nature walks . . . the list goes on and on. We know the money has to be spent on tackle, bait, hiking shoes, bikes, cross-country skiing and so on. Oftentimes, the monies that are spent are spent in Illinois. We know that for every dollar spent keeping them in our parks, 13 cents is added to the tax revenues — sales taxes and such. Whenever a forest preserve participates, say, in a bus tour, they're helping add $2,500 in direct spending and $1,500 in indirect spending to the local economy." This is a total of $4,000 for a bus tour. We know that bus events can draw thousands of visitors to our forest preserves every year. We need to do all we can to promote these events because they add a lot of dollars to the economy. Events help fill some hotel rooms.

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