Tribes looking at ways to showcase culture

PHOENIX — A survey that has surprised the state's tourism officials indicates that although American Indian casinos draw a fair share of customers, the real travel jackpot is the wealth of tribal culture.

As a result, Arizona's Office of Tourism is working with tribes statewide to devise an ad campaign to take advantage of an increased interest in Indian culture.

"There is a keen curiosity in what Native American culture is like," said Jacki Mieler, director of media relations and communications for the tourism office. "People are willing to take the time to explore. We need to connect with that audience to increase tourism."

The survey says that people who visit tribal lands stay longer and spend more on lodging, shopping and entertainment than Arizona visitors in general.

The study is a clear indication that the time is ripe for a marketing campaign focusing on the Indian experience, Mieler said.

Past ads and commercials have touched on Indian culture, but this is the first time tourism officials are working directly with tribes to create a campaign aimed directly at travelers curious about the Navajos, Hopis, Apaches and others.

Results could be lucrative for tribes and the state, if the survey is any indication, Mieler said.

The average household income of those visiting Indian communities was $102,000, compared with the $72,700 average household income for all of Arizona's domestic overnight visitors.

"Native Americans are drawing quality tourists, people willing to spend the time and money to do it right," she said. "It is an educated, wealthy group. We were unaware certain opportunities existed until the study."

Shortly after the Tourism Office saw study results earlier this year, it contacted the 22 tribes across the state to ask if they were interested in increasing tourism. Most were eager to become involved, Mieler said.

Tribes have since been asked to submit information on events, landmarks and cultural sites so the state can help them develop brochures and publicity campaigns.

The effort has led one tribe to explore the possibility of building a visitor and cultural center.

For years, the Fort McDowell Yavapai Nation has lured tourists with a casino, hotel and golf course, enhancing the experience with tribal dances and art shows. Shortly after the results of the study were revealed, members started to think about ways that would showcase their culture, said Steve Geiogamah, Fort McDowell's tourism manager.