THE VIRGINIAN-PILOT
Copyright (c) 1996, Landmark Communications, Inc.
DATE: Saturday, June 29, 1996 TAG: 9606290230
SECTION: BUSINESS PAGE: D1 EDITION: FINAL
SOURCE: BY MYLENE MANGALINDAN, STAFF WRITER
LENGTH: 74 lines
Ed Dresel could've doubled as a spokesman for the Virginia Division of Tourism.
The president of Connecticut-based Destinations Unlimited Inc. gushed endlessly about the Old Dominion, praising it as a travel destination.
``I love Virginia,'' said the dark-haired man who coordinates tours for student bands and choirs. ``I think Virginia has many, many things to offer. First, there's the diversity and then there's the history of the product. They (visitors) can do the history of Williamsburg, have the fun of Busch Gardens, travel 45 minutes, do Nauticus, take the boat to Portsmouth and go to the beach.''
That's exactly the reaction that Norfolk city officials and other tourism directors in Hampton Roads hope other tour operators will walk away with this week.
The National Tour Association is holding its annual tour operator retreat in Hampton Roads until Sunday. Norfolk is playing host to about 150 tour operator companies, the people and the firms that coordinate travel packages. It's the second-largest retreat that NTA has held.
The group is meeting in Norfolk for four days to trade ideas for tour packages and check out the region's sights. The city hosted a welcome reception for the tour operators Thursday at Nauticus, where the group enjoyed music from the Virginia Symphony and demonstrations of products from the Virginia Waterfront.
``It's kind of a coup for Norfolk and the Virginia waterfront and the state to be selected this year,'' said Patrick McMahon, director of the Virginia Division of Tourism.
That's because the travel and hospitality industry means big money pouring into Virginia's restaurants, attractions and hotels. It forms a $19 billion industry in the commonwealth alone.
Visitors traveling 100 miles or more generate $9.6 billion in Virginia's coffers. That translates into roughly 40 million out-of-state people, McMahon said.
Group travel makes up a popular component of the entire tourism picture. Many travelers, particularly older ones, enjoy the security, safety and companionship of group tours, said NTA President Bob Everidge of Staunton. Group tours generated $9 billion in 1994, he said.
And the people here this weekend are the key to tapping into that market.
``From the state or the municipality's perspective, we can't sell the packages,'' McMahon said. ``What we're trying to do is constantly get the tour operators to look at us.''
Others agreed that hosting the retreat counted as a victory for Norfolk and the region.
``It shows a commitment to the industry,'' Dresel said. ``Once they see the product, it's easier for them to package it,'' he said about the tour operators.
NTA members range from independent travel agents to wholesalers, who work with other travel professionals to market tours for international or U.S. visitors.
Many stressed the importance of building long-term relationships, whether they be with other travel people or through advertising partnerships.
Marian DiPietro, who sells tours to European groups who want to see the United States, said tourism promotion needs to be consistent so that it builds familiarity. Not only with tourists but with tour operators, said DiPietro, who operates Massachusetts-based Tourco with her husband Jerry.
``If a tour operator has a successful program, it'll run year after year after year,'' Everidge said. ``The long-term benefits are much greater than the short-term benefits.'' ILLUSTRATION: Color photo
Nauticus
KEYWORDS: TOURISM by CNB