Tourism for many communities is a key engine for economic growth, and civic leaders are closely examining ways to increase the number of visitors that enrich the local economy.

For years, communities have employed innovative marketing techniques to promote their natural and man-made attractions. As the tourism industry becomes more competitive, communities are recognizing that promotion and positioning alone will not guarantee success. In addition to the attractions themselves, they need to offer appealing “sub-attractions,” such as retail stores and restaurants that appeal to the throngs of people that visit their communities.

Retail is a potentially effective and profitable way to expand and deepen the visitor’s experience and extend the stay in the host community. Tourist retail has, of course, been around for a long time. These days, however, this type of retail must consist of more than T-Shirt and souvenir shops. To ensure adequate shopping and dining experiences for their out-of-town visitors, many communities are integrating aggressive programs to expand their retail and restaurant base.

An expanded offering of tourist retail provides these benefits:

• Tourism is an "export" industry that brings new dollars to the community
• Tourism enhances the visibility of the community and opens up other economic development opportunities
• Residents benefit from a more diverse and larger mix of retailers and restaurants.