Small-town, old America is how the five mid-west states of Missouri, Oklahoma, Kansas, Iowa and Nebraska are being promoted in the UK.
But by the very nature of this description, little impact has been made – both in product on the shelves and the fact that most of the states have no natural gateway services.
The exception is Missouri, with daily flights on TWA from Gatwick to St Louis – the carrier’s main hub.
The airline’s sister tour operator, Getaway Vacations, is also the only UKcompany featuring a self-drive tour of the three most well known states – Missouri, Kansas and Oklahoma – to support the service.
Early last summer Getaway offered a small programme of flight-inclusive self-drives featuring elements of all five states ranging from around £700 to £1,099, including flights, car, accommodation, breakfast and entry to shows and other attractions. But it is not repeating the product this year.
Product manager Dominic Hudson said: “This was a one-off and largely a promotional effort with Missouri. However, we are looking at how we can increase the product range for Missouri in our America brochure for 2000.”
Premier Holidays US general manager Rob Haynes said it will be some time before a significant number of UK holidaymakers begin travelling to America’s Heartland.
“There are so many other choices in the US that there is no real reason at the moment to choose the region before one of the more established holiday areas,” he added.
However, Haynes welcomed the move by the mid-west states to promote themselves under the Heartland banner rather than try and compete against each other.
“Banding together has worked well in other areas but requires a lot of investment,” he added. “Agents and operators need to be educated about the unique attractions of the region.”
UKrepresentative for the Heartlands, Cellet Travel Services, has already taken this advice on board.
Managing director Stella Clery-Ackland said:”We are planning a Heartlands mission for the UKfor one week from October 4 which will be very training led for both staff of mostly independent agencies and specialist tour operators.
“Then when clients ask them for somewhere different to go, the Heartland region can be put into the mix.
“We can also refer enquires to those agents.”
She said 99% of UKtravellers to the five states had made independent arrangements but hoped that a consumer-led print campaign would see product materialise to catch up with eventual demand.
Key attractions include the historic Route 66 through Kansas and Missouri from Illinois; scenic drives and outdoor pursuits; strong western and Indian heritage; and the wide range of music and museums in St Louis and Kansas City.
“We are talking to other carriers about taking a stronger interest in promoting alternative routes into the Heartlands,”said Clery-Ackland.
“We have just completed a fam trip with Delta which included Oklahoma. American Airlines has good connections through Dallas and Continental Airlines has plenty of other options.”
She added that traffic to the area for conferences, state fairs and farm tours has also led to repeat business based on leisure trips.
Missouri: historically the gateway to the west, Missouri encompasses St Louis, Kansas City, and the hills and valleys of the Ozarks mountain range. Attractions include Branson – the live music capital of the USwith over 30 theatres and the Silver Dollar City theme park. St Louis has a good selection of blues and rag-time clubs while Kansas City is a mecca for jazz.
Kansas:early pioneers carved a trail through the prairies and plains of the state and the frontier lifestyle can still be experienced in the cowboy capital of Dodge City. Follow the Yellow Brick Road at Liberal used in the 1939 classic Wizard of Oz, or walk along Wyatt Earp Boulevard in Dodge City. By night there is a lively selection of western music halls, bars and brewery pubs.
Oklahoma: the state has the largest number of horses per head of population in the US, more native Americans than any other state and one of the largest stretches of Route 66. Oklahoma City is home to the National Cowboy Hall of Fame and Western Heritage Centre and the Oklahoma Stockyards. For native culture, check out the Southern Plains Indian Museum. Walking and wildlife in the Wichita Mountains Wildlife Refuge.
Iowa: awide range of outdoor pursuits are available in this largely agricultural state. Fishing and canoeing on the many lakes and many walking trails. Highlights include the bridges of Madison County, and the new Western Historic Trails Centre at Council Bluffs.
Nebraska: follow in the footsteps of the early settlers on a one to six day trek along the Oregon Trail Wagon Train. Prairie grasslands stretching to the foothills of the Rocky Mountains characterise the state whose attractions include the Great Plains Black Museum and birthplace of Malcolm X in Omaha.
TABLE: History trail:visitors to Missouri can take in Mark Twain’s home and museum