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Northern Forest Tourism Network

WHY IT STARTED

In the spring of 2007, several individuals from Maine, New Hampshire, and Vermont working in the economic development and tourism industries began to discuss how best to expand the rural destination tourism (RDT) initiatives being implemented around the Northern Forest region of the northeast. Many organizations were engaged in a variety of activities and several efforts had come together successfully as networks, but little information was shared among organizations and there was no one place where practitioners could come together regionally, where partners could make the whole region “sing” as a destination for tourists.

Initial meetings were held drawing together people who were already implementing coordinated tourism efforts in western Maine, northern New Hampshire, and Vermont’s Northeast Kingdom. The purpose was not to invent a new entity, but to help organizations learn from one another, cross-fertilize among the many network projects, and cultivate a regional sensibility to position the Northern Forest as a world-class tourism destination, composed of numerous excellent rural destinations. By 2009 the Northern Forest Tourism Network had developed into the regional umbrella for rural destination tourism efforts in the four northern states of VT, ME, NH, and NY.

As the Network has developed, it has clarified its interest in collaborative tourism product development and marketing focused on authentic place-based tourism experiences. Partners have identified a focus on both process and outcomes. The process is network-based, where multiple stakeholders join together around shared tourism goals to create models that attract, serve, and sustain visitor interest in rural locales. The Network’s intended outcomes include increased tourism capacity through shared marketing, training, research, and product development; best practices at the community, county, state, and regional levels; and rural capacity gains for the long-term through increasingly successful collaborations and partnerships.

WHO IS INVOLVED

Although there are many partners involved in the annual meetings, the Network is guided by a small Steering Committee with representation from four states. Steering Committee members include Kate Williams from the Northern Forest Canoe Trail, Mike Wilson from the Maine Woods Consortium, Samantha Kenney-Maltais from the Northern New Hampshire Marketing Initiative (part of the Northern Community Investment Corporation), and Gloria Bruce from the Northeast Kingdom Travel and Tourism Association.

HOW THEY WORK TOGETHER

The Network comes together through annual meetings, where 40 or more participants gather to move the work forward. Through these meetings, members make new connections, learn about the successful components of rural destination tourism strategies, and develop and focus on priority action areas together. In March 2010, the Network took a step forward by developing priority action plans in the areas of training, research, tourism product development, and internal network coordination. Individual leaders volunteered as point persons for each action area; these priority areas were revisited at the November 2010 meeting. Another network meeting, a Summit for the Northern Forest, is planned for May 4-5 2011 at the Mountain View Grand Resort in Whitefield, NH.

The Network Steering Committee meets by conference call roughly every other month. Their focus is primarily action-oriented. Through the conference calls, the Steering Committee develops the content of the e-newsletter and blog, as well as strategies for moving the priority action areas forward.

Over the past few years, partners have gradually realized that to accomplish the Network’s outcomes, someone needs to “tend” the network. Kate Williams of the Northern Forest Canoe Trail has taken on the role of network steward, with some resources gained through a grant. She convenes the Steering Committee every other month, writes the e-newsletter, and maintains the Northern Forest Tourism blog.

Kate travels often throughout the region, learning about what’s happening and sharing that information with partners through the newsletter, or making direct connections and introductions among network members. Because of this regional awareness, she is in a good position to steward the overall Network.

CHALLENGES

Because the Network is so diffuse and geographically dispersed, it is difficult at times to keep people engaged throughout the year. When people are together, there is great enthusiasm and clarity about approach; once people disperse, it is difficult to maintain momentum. The blog is a great help in this regard, but face-to-face meetings do not occur often. In addition, the priorities of the Network are “add on” work for everyone; building the Network’s capacity to accomplish the priority action plans is the next challenge the Network faces. For instance, in March 2010, over 40 people met in St. Johnsbury, VT, coming to consensus about priorities through challenging discussions. The group left with leaders identified for each of the priority areas, and initial workplans for each area, but this work has been slow to get underway.

PROGRESS TOWARDS GOAL

The Network’s Steering Committee is committed to moving the Network forward; they ensure the content and focus of the newsletter. In addition, very clear goals have been established for the priority action areas. The Network identifies the blog and newsletter as successful vehicles for communication and knowledge sharing about destination tourism and collaborative initiatives across the northern state region.

The Northern Forest Tourism Network is still in its early stages; the next step partners envision is the Network becoming clearer about strategies to knit initiatives together year round in between meetings. Developing Network leadership capacity is a goal for the coming year. Additionally, partners plan on involving more businesses and resorts so that the Network is truly representative of all the stakeholders involved in developing the rural region around the northeast forest as an attractive successful tourist destination.