The following information has been excerpted from the

Executive Summary of the Tourism Assessment Report.

Public understanding and support for tourism

Even though tourism has become a key part of the economy of the Four Corners region, a perception exists among tourism professionals that the public has a limited understanding of tourism and what it does for our communities. It is generally felt that too often tourism is characterized as providing only low paying service jobs. Ignored are the many small-business owners that derive most, if not significant portions, of their income from visitors' expenditures and tourism industry workers. Tourism industry professionals are quick to point out that many of these businesses, which are also used by locals, would not exist without tourism. Besides helping support businesses that improve residents quality of life, visitors also pay considerable sales and lodging taxes that are in turn used to help pay for local and state government services.

Fragmentation of the tourism industry

The tourism industry is made up of many different segments - lodging, restaurants, air and ground transportation, retail shops, service stations, and public and private attractions. These segments of the industry typically are not aware how they are all part of the visitors' experience (delivering customer services), thus there is very little communication and cooperation within an industry that the public already does not understand very well.

Closely related to the lack of public understanding of the tourism industry is the growing awareness among communities throughout the region that the traditional view of tourism benefits and costs needs to be addressed. For tourism to truly be a sustainable industry, it must address the issues of benefits and costs to the host communities and to the natural and cultural resources that are the primary visitor-attraction products. Communities must understand and appreciate the benefits they receive from tourism. Natural, cultural and recreational resources must at a minimum not be diminished by tourism, and where possible, enhanced; for example, by generating revenue for trail improvements, resource protection, and interpretation.

     Many people within these rural Four Corners communities have experienced strong growth within their tourism industry, which has led to the feeling that they are losing a sense of place. Not only does the seasonal crowding of their towns and resource areas by visitors sometimes become burdensome, but residents understand that many newcomers moving to the community often came first as a visitor.

Increasing difficulty to manage public lands

Large increases in outdoor recreation are occurring while land management budgets decrease. This issue is very closely related to the benefits and costs issue of tourism. The tourism industry within the Four Corners uses public lands and resources as one of their main tourism products. These public resources have helped to develop and sustain this industry; however, if the tourism industry wants to be truly sustainable, it must become engaged in helping to sustain the very resources people come to see and enjoy. 

Public land agencies should assist with rural tourism development

Most rural communities feel that through improved working relationships and communications, the federal land management agencies can help with both developing improved recreational opportunities for visitors, but also improve their experiences through better information.

     While the tourism and recreation industry has experienced significant growth, many rural areas have benefited very little, while others have come to be dominated by this industry - forever changing the sense of place these communities once had. And it is this fear of losing community identity that has also made many communities with real potential for reaping the benefits of tourism, wary of tourism. 

     While the traditional model of tourism development that focuses almost exclusively on marketing continues to be the norm in most areas within the region, there is a growing awareness among both tourism and community leaders that the development model needs to be adjusted to address visitor experiences, the host community and regional product development if the industry is going to be sustainable, both from a community-support and resource-protection perspective.

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Gateway Report