[Slide #1-- Secretary Gale Norton]

Thank you for inviting me to be with you today to talk about tourism and the very important role the Department of the Interior plays in the tourism industry. We manage about 1 of every 5 acres of land in this country, including national parks, wildlife refuges, wilderness areas and multiple use lands. Our 70,000 employees welcome the world to visit America's scenic places. This year we expect about 475 million visits in response to our invitation. There are many ways we can work together to create more heritage and recreation tourism opportunities for American travelers and International visitors-both in our National Parks and through a variety of other programs I will highlight today.

[Slide #2-Shenandoah National Park]

Tourism is extremely important to our nation's economy. If there was ever any doubt, we can think back to September of 2001. Thousands upon thousands of workers were very quickly without jobs-the indirect, minimum wage victims of terrorism. Hotels stood nearly empty. You'll recall, after 9/11, the President dispatched each of the cabinet members to a different location around the country-simply to demonstrate that air travel was once again in business.

Since then, with your hard work, we have restored consumer confidence and look forward to even better days ahead.

Let me begin by taking you on a visual journey of a new program we have recently launched with the Travel Industry of America. I would like to acknowledge Bruce Wolf, Chairman of TIA and with the Marriott Corporation, for his leadership in helping create this new program, called "See America's Parks."

[Slide #3-Acadia National Park, Maine]

We are a nation that has preserved almost 90 million acres of spectacular land as national parks. Our National Parks dot this country with unparalleled beauty, from the stark ocean scenes of Acadia National Park in Maine…

[Slide #4-Big Bend National Park Texas]

…to the rocky eroded sculpting of Big Bend National Park in Texas…

[Slide #5-Yosemite in California]

…to the drama of cascading water in Yosemite in California. I often tell people that, as a steward of these lands and parks, I truly have the best job in government.

[Slide #6-Banner]

This administration is all about building alliances and partnerships, which is why I am so pleased to be sharing with you the story of this new partnership that encourages people to "See America's National Parks."

[Slide #7-Mt. Rushmore]

This campaign features the high-profile parks like Mount Rushmore…

[Slide #8-Cedar Creek Battlefield]

But it also opens visitors' eyes to parks and monuments close to their homes, like Cedar Creek National Battlefield in Virginia's Shenandoah Valley. This park is unit is still largely unknown, since it was only established in 2003.

[Slide #9-Banner]

"See America's National Parks" new partnership is threefold…it took the work of the National Park Service, the National Park Foundation and the Travel Industry Association to get it done.

This partnership is a natural meeting of the minds to affect the hearts of travelers.

[Slide #10-Poster]

Here is an example of some of the visuals produced for this promotional campaign. The Travel Channel has produced an email segment and TIA has produced advertising inserts to be placed in major national and international newspapers and magazines. We've also developed materials for travel writers.

I can assure you-as will this campaign-that each one of our 387 park units is worth the visit.

[Slide #11-Chart: 37% drop in visitors]

According to the World Tourism Organization, the US share of the world travel market is down 37 percent since 1992. The "See America's National Parks" partnership will hopefully turn this around.

[Slide # 12-Rocky Mountain National Park]

If you hadn't guessed by now, I have a passion for our National Parks and for all outdoors.

My career path started in the direction of natural resource policy because of my early visits to Rocky Mountain National Park in my home state of Colorado.

Its incredible beauty and awe-inspiring vistas began my lifetime interest in the outdoors and a lifelong commitment to stewardship and conservation.

My family hiked around mountain lakes, watched herds of majestic elk, took pictures of chipmunks, and toasted marshmallows around a campfire. Our family had real fun in the outdoors.

America's families should be able to enjoy our parks today for generations to come. But to assure that our grandchildren have similar experiences tomorrow, we have to take care of our parks today.

[Slide #13-Secretary with President Bush]

President Bush and I have been working to improve the quality of visitor experiences at National Parks across the nation.

Political system pays attention to high visibility projects and ignores mundane.

Over time, needed repairs and updates have built up at our nation's 387 National Parks. The President pledged $4.9 billion over five years to repair and refurbish our parks. This administration has been successful in investing almost $3.9 billion into our parks to remedy many of those issues, so we are well on the way to meeting or exceeding this goal.

[Slide #14-NPS Condition Assessment]

Not only have we put direct dollars into maintenance, we have for the first time in the history of National Park Service, conducted a condition assessment of the properties to better understand the priority of the projects that need attention.

[Slide #15-Sewage System at Old Faithful]

Some of these projects are not very glamorous, but they are critically important. For example, in Yellowstone Park, we replaced the sewage system at Old Faithful. That work improved water quality and ultimately allowed us to remove Yellowstone National Park from a world list of most endangered places.

[Slide #16-Old Faithful Inn]

Just last week, we celebrated the 100 year anniversary of the Old Faithful Inn. The President's anniversary present was a $30 million project for a face lift to the old hotel-a gift to another generation who will now be able to experience it and cherish it as much as we do.

We have insisted in our business of protecting National Parks. This should in turn help affiliated businesses flourish. We have begun an effort to work more closely with gateway communities so the overall visitor experience can benefit. Together, we are truly partners in the business of tourism.

[Slide #17-Boating/Fishing]

I bet every one of you knows that 76 million Americans, affectionately called the "baby boomers," are considered the biggest "bubble" in our population. But did you know that this group is a target audience for visitation of public lands?

[Slide #18-RV Campground]

For example, the segment of people 60 and older, with more than $100,000 incomes has jumped 27% in five years.

These millions of men and women are well-off, expect to live longer and are in the process of seeking their youth, if not, themselves again…and they are finding it in America's natural places. We expect visitation to our Interior lands from this vital tourism sector.

[Slide #19 BLM Recreation]

And visitation to National Parks is only one part of the picture. The Bureau of Land Management, for example, administers 261 million acres of the nation's public lands. And those lands have become a growing source of recreation, with recreational visits increasing by 40% over the past 10 years. Our wildlife refuges are also seeing increases and wildlife related recreation like hunting, fishing, bird watching and photography contribute billions to our economy.

[Slide #20-President Bush]

As many of you know, President Bush shares with many American's a personal love and respect for the land. His own experience is rooted in the outdoors and he is a strong advocate that others gain that same appreciation of the land. He encourages young Americans-at every opportunity-to learn about our public land heritage and responsibilities.

I think it's sad that so many of our children have become increasingly housebound-slaves to the computer and the television.

The President has recognized this. My Department is cooperating with other Departments in another new program, the President's Healthier US Initiative.

Key observation: "exercise"=negative; "recreation"=positive

[Slide #21-U.S. FIT Campaign]

It encourages the use of our public lands in active recreation like hiking, biking, and canoeing-all sports that can cure 'couch potato syndrome'…unfortunately, I'm not certain that roasting marshmallows is part of the Healthier US campaign.

On June 5, the Department of the Interior and the Department of Health and Human Services are kicking off National Trails Day to sponsor a 10,000 step walk, in partnership with Get Active Minnesota.

Focused events such as this, centered on personal fitness, will certainly bring a new generation of visitors to National Parks and the nation's other public lands. And we welcome them.

[Slide #22-TPIA]

Beyond using our parks and public lands for getting fit, there are other ways to get outdoors. For example, our volunteer program, called Take Pride in America, encourages volunteers to clean up, fix-up and repair parks and other public lands.

We already have thousands of wonderful volunteers. We want to encourage the next generation to get involved. For young people, a successful volunteer experience introduces them to America's National Parks, and other outdoor areas-creating an experience in a place the volunteer might not have visited before.

[Slide #23-Volunteer Vacations]

Volunteer Vacations are one of the newest tourism niches on the rise. Many of our Parks, Wildlife Refuges, historical sites and outdoor recreation lands are partners with groups like the American Hiking Society, the Student Conservation Corps and Volunteer America.

They offer wonderful outdoor opportunities and volunteer vacations. They have fun. They learn about our nation's conservation heritage. We have created a new army of citizen stewards. When they leave, our public lands are in better shape.

[Slide #24-Independence Hall]

Another part of our nation's heritage that is a key part of tourism is being labeled as Heritage Tourism. A visit to Independence Hall in Philadelphia, and the Liberty Bell…is a national pilgrimage-a trip taken by millions of American families that is truly an act of faith-a contract renewed between this generation and our past.

To understand who Americans are as a people, it is important to understand from where we came. To put today's troubled times in context, it is important to understand our heritage. (Wright Patterson Air Force Museum in Dayton, Ohio's World War II story) Hopefully celebrations surrounding the WWII memorial will rectify this.

That message is conveyed as we visit our nation's history where it happened.

[Slide #25-Revolutionary War Site]

To visit the battlefields and historic sites of the Revolutionary War and to look out across the same vistas seen by the Continental Army brings home in powerful ways what our ancestors did to win our liberty.

It is from stories and places like this that foreign visitors also learn who we are.

These are all great examples of Heritage Tourism-it's a growing economic sector of the tourism industry. And it is the brightest hope for many of our rural communities for economic growth.

Possibly the granddaddy of all heritage tourism opportunities in the next three years is the ongoing bicentennial of the Voyage Discovery-Lewis and Clark's epic three year adventure into the unknown frontier.

[Slide #26-Lewis and Clark]

Under orders from President Thomas Jefferson, these two explorers sought a water passageway to the Pacific Ocean and in the process discovered the vast interior of a nation.

Some 35 to 40 million people will take part in the commemoration of the 200 year ago journey that began with President Jefferson's orders in January of 1803 and ended in September 1806, with their return to St. Louis.

[Slide #27-Lewis and Clark]

Let me take you back to this month in 1804 when Lewis and Clark launched their historic adventure in Illinois near the mouth of the Missouri River. That event is being celebrated this weekend with 12,000 visitors traveling to witness this 2004 reenactment.

[Slide #28-Lewis and Clark]

There are 15 nationally significant Lewis and Clark commemorative events over the three years and literally hundreds of local events and celebrations.

[Slide #29-Ft. Clatsop]

Today's tourists, who are following the Lewis and Clark trail, will eventually end their trek at the mouth of the Columbia River in 2005. The local communities, the states of Washington and Oregon and the NPS are preparing for this influx of travelers.

As you know, Lewis and Clark wintered in Ft. Clatsop in a stockade fort they built and named after a local Indian tribe.

President Bush and I have proposed new legislation, developed from local, bipartisan support, to expand Fort Clatsop from a small memorial park in Oregon to an expanded, unique Historical Park.

The Lewis and Clark National Historical Park allows the states and local communities to tie the pieces of the Lewis and Clark winter encampment story-on both sides of the river-together. If we are successful in legislation passed this year, bicentennial visitors will enjoy a better, more cohesive experience.

[Slide #30-Preserve America Webpage]

One of the President and First Lady's newest programs is Preserve America…a program designed to help numerous communities' better preserve, protect and manage their local histories, and our nation's heritage.

Under Preserve America, we are carrying heritage tourism into almost every community in America with awards and special recognition.

[Slide #31-Elizabethtown, Kentucky]

To date, 65 communities host the distinctive honor of being named "Preserve America Communities." 31 Kentucky communities are marketing themselves as a unified region to tourists. With this new designation, they have another tool to entice visitors to their beautiful Bluegrass region.

[Slide #32-President and Mrs. Bush-Preserve America]

Two weeks ago, the President and Mrs. Bush presented the first four Presidential Preserve America awards. The awards shine a spot light on the variety of cherished historical and cultural places in America's communities.

[Slide #33-Lackawanna Heritage Valley]

Creative marketing of a community's heritage was notable in several of the awards. One awardee was the Lackawanna Heritage Valley in Pennsylvania. This old coal mining region recently revived its economic base through a focused effort to attract visitors to see its cultural history. Apparently, an old coal mine is the most popular tourist attractions!

These heritage tourists spend disposable income that directly impacts the local economy. We were proud to honor this community-based effort.

[Slide #34-Beaumont Hotel]

In my home state of Colorado, one of the Preserve America awards went to the historic Beaumont Hotel, restored to its 1880s glamour by a generous couple who, by investing millions in the beautiful old building, have been able to bring the heart of the rich mining town of Ouray back to life. The revitalization of the Beaumont helped to open the only cinema in the country, two new restaurants and retail shops. Employment in the community continues to improve.

[Slide #35-West Yellowstone, Montana]

Businesses like the Beaumont Hotel, both small and large, in communities across America, are our best partners. It is these businesses in Gateway Communities-communities adjacent to our parks and public lands-which help us serve tourists and who benefit from the increased tourism.

My philosophy of how to achieve these win/win success stories is communication, consultation, and cooperation-in the service of conservation-what I call my 4 Cs approach to land management.

What do I mean by Gateway Community and putting the 4 Cs to practice?

[Slide #36-Moab, Utah]

Take a look at Moab, Utah. Even though it is surrounded by Canyonlands National Park and Arches National Park, the biggest draw today are the millions of acres of beautiful, craggy, red cliff desert lands managed by the BLM.

Moab is the focal point, especially in spring and fall months, of the West's major four wheel drive rallies, mountain bike rallies and rock climbing challenges. It is the place to be if you love rugged western adventures in a spectacular garden of red rocks and cliffs.

Moab itself has been converted from a uranium mining town sporting several hotels and eateries in the 1970s to a town of more than 50 overnight accommodations with an equal amount of dining opportunities. It is a Chamber of Commerce, rural West success story.

[Slide #37-Red Rock country around Moab]

Once again, partnerships have allowed the community to manage the change. Moab and Grand County are partners with the federal government on several public land projects. They jointly operate a visitor's center on Main Street.

The BLM has a cooperative arrangement with the county and the state for the collection of fees and to manage a popular camping site near town. The Park Service even shares such an important job as trash collection with the community…A job that becomes pretty important with the thousands of visitors who have discovered Moab's public land playground! Many other recreation opportunities exist due to this working partnership.

[Slide #38-Scenic]

I hope these many examples of inspiring landscapes, vistas, and heritage stories have illustrated to each of you both the challenges AND opportunities facing us all.

Your challenge to improve services for tourists-is our challenge as well.

Your challenge of keeping visitors coming to your members' establishments-is our challenge as well.

I would suggest that since we are bound by the same challenges, we should also be bound together in finding opportunities.

We should work together…communities, businesses, and governments-to find cooperative solutions to the many issues facing tourism today. We need to do a better job of communication, consultation and cooperation.

[Slide #39-Scenic]

Conservation of our nation's heritage is the result. A thriving economy is our benefit. Thank you.