Tourism: A Good Place to Visit Is a Good Place to Live

By Ellen Spear
Berkshire Visitors Bureau
05:39PM / Wednesday, May 13, 2009

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This is the second of three op-eds from the Berkshire Visitors Bureau on the importance of tourism to the local economy. The series marks National Tourism Week, which the BVB kicked off locally last week. The first column ran Monday.

This summer, it is increasingly important that all of us in Berkshire County consider what we can do to support a critical component of our economy. Think about how much we gain because of the business generated by tourism-related spending and by all the visitors who join us, drawn here by the natural beauty, world class cultural offerings and a way of living that has special appeal.

Now consider where we would be without them.

We have a great opportunity to share the pride we have in our history, our culture and our superb landscape. Visitors are affected by our attitudes toward them and consistently tell us that the people who live here are an important part of their experience.

Year-round, we share our region's assets with visitors. Their spending, in return, supports our local businesses, employs our neighbors and sustains our lifestyle. Tourism growth helps improve local infrastructure. It encourages the preservation of our natural environment and provides an impetus to enliven our downtowns and restore historic architecture.

Here in the Berkshires, we have world-class performing arts, theater and museums, a wide variety of restaurants, and unique events and festivals — all of which bring pleasure to both visitors and those of us who enjoy what the Berkshires have to offer year-round. For many of us, the visitor industry means full-time employment, first jobs for our youth and volunteer opportunities for retirees. There are countless ways for us to participate in this celebration of what makes the Berkshires a great place to visit.

(And for the first time this year the Berkshire Visitors Bureau and the Berkshire Chamber of Commerce are hosting a free event — the "Buy in the Berkshires" Expo on June 10 — which will provide information on all there is to see and do right in our own back yard!)

There has long been a realization that tourism is a major factor in attracting new businesses here and in helping diversify the economy by supporting creative and traditional businesses. A strong, vibrant visitor base supports all the amenities that employers need to attract the talent that is essential to their prosperity. Job creation through the attraction of new businesses, the retention of current businesses, and support for entrepreneurship provides another compelling reason for us to consider the effects of being a successful tourism destination year-round.

There are studies that show us how much a region's positive image enhances real estate values. And the presence of visitors means less spending is required by local communities for safety, education and health services, as visitors share the cost. There are no increased taxes paid by residents because of visitors. In fact, their spending on lodging includes a tax that goes back to local governments to spend on services for year-round residents. As a result, last year in Berkshire County, communities received $3.67 million in revenue from the lodging tax.

Current economic conditions have caused a change in the level of competition for visitor dollars. Destinations that have traditionally pursued other audiences are now aggressively seeking our core visitors. Not only do we risk losing revenue in the short term, we risk losing visitors who would return to the Berkshires year after year. Let's all agree that we should help preserve this vibrant part of our economy. Each of us can help.

So the next time you go to your "favorite" restaurant and find it busier than usual, remember that our visitors have an impact on our quality of life far beyond the slight delay to be seated.

Why not engage visitors in conversation? Ask them where they are from; tell them why you love it here; do what you can to make them feel welcome.

Each year at Hancock Shaker Village, we revel in the glory of spring as we celebrate the birth of baby animals. This is one of my favorite times, as the promise of new growth, new life are everywhere. Last week, we wrapped up our 7th year of inviting people in to meet and welcome the newest members of our animal family.

More and more we hear about the annual tradition this has become for families who live here. But local support alone could not create enough business to continue to provide you with this exceptional event. We need visitors just as much as all of us need the beautiful, and engaging place for family learning and respite that Hancock Shaker Village has come to represent.

We have a long history of welcoming visitors here. As the summer season gears up, join in the spirit of this custom. It's about opening our doors and letting others learn about what makes us us! As the Shakers would say, "We make you kindly welcome."

Ellen Spear is chairman of the Berkshire Visitors Bureau Board of Directors and president and chief executive officer of Hancock Shaker Village.

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