Cooperation

can bring

tourists

to town

'Life-experience'

opportunities are

sought by tourists

By CHRIS VETTER

Journal Staff Writer

NEW ULM -- When the tourism industry works together, everyone benefits, says Mark Hoffmann, president of the National Tourism Association.

Hoffmann spoke in New Ulm on Wednesday, offering tips to restaurant owners, hotel managers and tour coordinators on how to expand local tourism.

"You have just as much culture and heritage here -- and can present it just as well -- as the big cities," Hoffmann told the crowd, numbering about 50 people.

One way local businesses can support each other is through "bouncebacks," messages or coupons on the bottom or back of receipts. Hoffmann said the more successful tourism towns have bouncebacks in virtually every shop, hotel or restaurant. He encouraged businesses to set up a strong system of bouncebacks.

If a town offers tourists several choices and unique "life-experiencing" opportunities, they will come to town.

"If you create a compelling reason to come, I will come," Hoffmann said. "You can't presume that Oktoberfest is good enough."

Hoffmann also encourages partnership agreements in the region, which he defines as a 200-mile radius of New Ulm. For instance, a hotel manager in New Ulm could suggest a restaurant to tourists who are headed across the state, and, in turn, that restaurant would suggest the New Ulm hotel to guests.

"You need to know what opportunities are there in your region," Hoffmann said. "And don't be afraid to sell someone else."

If a business is part of the tourism industry, it is vital to have a Website, Hoffmann said. He noted that many seniors, who five years ago scoffed at the notion of using a computer, are now e-mailing their siblings. Hoffmann stressed that a Website must be posted, regardless of how much money is invested into its appearance.

Hoffmann operates Sports Leisure Vacations, a guided-tour company based in Sacramento, Calif. He spent much of the seminar discussing the changing desires and wants of groups that take his tours. For instance, tourists in the 55- to 67-year-old range are more active and more willing to try new experiences, such as kayaking.

"Now, people are going to do things based on if they can (physically) do them," Hoffmann said. "I don't sell sight-seeing. I sell 'life-seeing.'"

Currently, tourists are also more willing to spend money on vacations, Hoffmann said.

"The economy is good right now. People have money. And they eat at nicer restaurants," he said.

Terry Sveine, tour coordinator at the New Ulm Area Chamber of Commerce, said he was pleased with the seminar.

"They learned they can do more," Sveine said of the attendees. "They left with lots of new ideas."