Page 181 - Tourism The International Business

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Not all communities will even want to consider a full-time director of tourism; they may want to include these
duties with those of the present Chamber of Commerce. It might do well at this point to suggest, however, the
advantages of a strong tourism association with a full-time director.

While an individual operator can advertise and promote his facility through a number of means, there are some
aspects of tourism development that are either too costly for an individual or that lend themselves to attracting
people to an area, rather than to an individual facility. An organized approach can accomplish a number of things
that could not be done individually.
Leadership, whether volunteer or hired, should be responsible at all times to a policy-making board or group.
The leader should not make all the ultimate decisions.

Exhibit 67: Chambers of Commerce help promote tourism.
(Courtesy Jamaica Tourist Board.)

Rather he should share suggestions, perspectives, and recommendations and implement policy, planning, and
direction. Never should he be in the position of being the principal advisor to the group to which he reports. This
will cause inevitable problems in the long run.
The roles that local governments and Chambers of Commerce have played in providing leadership for local

tourism are almost as diverse and numerous as the cities having tourism programs. In Springfield, Illinois, USA,
the local city council appointed an historic sites committee which ultimately led to an extensive tourism program.
While in other communities such as the American cities: Decatur, Alabama, Boise, Idaho, and Asheville, North
Carolina, the Chamber of Commerce has provided the leadership for tourism. In Asbury Park, New Jersey in the
US, a corps of newly elected city officials took the lead in promoting tourism, while in Boise and Decatur newly
appointed directors of the Chambers of Commerce took the leadership role. Even in those communities in which
the Chamber of Commerce is not providing the major leadership for tourism, the Chamber of Commerce usually
cooperates with the tourism leadership. In most communities there is a strong working relationship between local
government and the Chamber of Commerce.

In summary, no one type of organization or leadership is better than another. It depends upon the tradition, the
resources available, the organizational structure in the community, the strength of the Chamber of Commerce, or
the confidence in the local elected officials. Many ways are used and all ways have found success in some areas.

Tourism the International Business 181 A Global Text