The importance of and how to attract immediate revenue should be understood before resources are invested in preservation because the underlying rule of thumb is that preservation must be economically sustainable. A successful program is professionally organized to generate the greatest revenue with the least investment in the most expedient time frame. While authenticity and quality are essential for good heritage tourism, most people believe, incorrectly, that it takes many years before significant tourism dollars can be realized. This attitude has stifled many good intentions. Sacrificing quality is not necessary to attract immediate tourists and group tours, and our small communities must be able to generate revenue today.
Historic preservation can also be vulnerable when there is a lack of protection.
Several years ago, with support from the National Endowment for the Arts, the National Trust for Historic Preservation launched the Heritage Tourism Initiative. Sixteen pilot programs were established in four states - Indiana, Tennessee, Texas and Wisconsin. As a result of lessons learned in that program, five principles were developed to guide communities in developing successful heritage tourism programs while preserving and enhancing fragile resources. Focus on authenticity and equality. Preserve and protect resources.