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Cultural Heritage Tourism: A Sustainable Strategy

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CULTURAL HERITAGE TOURISM: A SUSTAINABLE STRATEGY October 27, 2010 Sustainable Tourism Laboratory Blackstone River Valley Tourism Council, Rhode Island – PowerPoint PPT presentation

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Title: Cultural Heritage Tourism: A Sustainable Strategy


1
Cultural Heritage Tourism A Sustainable
Strategy
  • October 27, 2010 Sustainable Tourism Laboratory
  • Blackstone River Valley Tourism Council, Rhode
    Island

2
Background
  • Culture heritage was not recognized as U.S.
    travel activities until 1995, although
    destinations have focused on these assets for
    centuries
  • New definitions, principles and efforts to
    integrate and distinguish cultural, heritage and
    natural assets launched 20 years ago as an
    alternative to mass-market, manufactured tourism

3
Cultural Heritage Tourism Definitions
  • Partners in Tourism
  • National Trust
  • Based on the mosaic of places, traditions, art
    forms, celebrations and experiences that define
    this nation and its people, reflecting the
    diversity and character of the U.S.
  • Traveling to experience the places and activities
    that authentically represent the stories and
    people of the past and present. It includes
    historic, cultural and natural attractions.

4
The Power of Place
ASSETS
5
The Cultural Heritage Traveler
  • Older
  • More Affluent
  • Educated
  • Often Married
  • Frequent traveler 5.01 leisure trips vs. 3.98
  • Spend more 994 vs. 611
  • 78 of all U.S. leisure travelers
  • 118.3 million adults annually
  • Source Mandala Research 2009

6
The New Cultural Heritage Traveler
  • Prefer leisure travel that is educational
  • Spend more money on cultural and heritage
    activities
  • Want to engage with locals do something
  • Will travel farther to get the experience
  • On-line important for
  • Trip planning
  • Community engagement
  • Consumer content generation

7
Top activities
  • Visiting historic sites (66)
  • Participating in historical re-enactments (64)
  • Visiting art museums/galleries (54)
  • Attending an art/craft fair or festival (45)
  • Attending a professional dance performance (44)
  • Visiting state/national parks (41)
  • Shopping in museum stores (32)
  • Exploring urban neighborhoods (30)
  • Source Mandala Research 2009

Museum Store Statistics Average Visitation -
85,000 visitors Annual Sales - 200,000 Up
16.5 since 2006 Source 2009 Museum Store
Association Retail Industry Report
8
The Global Appeal
  • 1/3 of all international visitors to the U.S.
    engage in an historic activity
  • the international cultural travelers length of
    state is just over 3 nights longer than general
    international visitors to the U.S.

Source Americans for the Arts 2007 Tourism
Industries, US Dept of Commerce
9
Non-local Audiences Spend 2x More
  • Survey of 95,000 visitors to arts and cultural
    events shows appeal, interest and impact
  • Source Americans for the Arts

10
Destination Immersion Impact
  • Engage in all types of activities
  • Place to eat
  • Place to shop
  • Place to tour
  • Place to sleep
  • Visitor services
  • Transportation

Source Americans for the Arts
11
General Trends in Tourism
  • Increased competition, increased demand
  • Different types of destination, different return
    on investment
  • Homogenization of product forcing destinations to
    define unique selling proposition
  • Pressure to balance visitor needs with resident
    desires, environmental impact

12
Trend 1 Survival Store, Door, More
  • Creative solutions to increase visitation, cut
    costs, enhance service
  • More interactive programming, experiences for all
    ages
  • Focus on local, regional residents, VFR
  • New Survival Kit profiles creative Cultural
    Heritage Tourism strategies www.preservationnatio
    n.org/survival-toolkit

13
Trend 2 Regional Partnerships
  • Thematic trails to increase capacity, critical
    mass to encourage linger longer
  • Multi-day, multi-destination itineraries no
    boundaries, no borders seamless travel
    experiences
  • Non-traditional partners, cross-marketing
    strategies

14
Trend 3 Designation Branding
  • Heritage Areas
  • Scenic Byways
  • Distinctive Destinations
  • Preserve America Communities
  • Capitals/ European Cities of Culture
  • World Heritage Sites
  • Geoparks

15
Trend 4 Immersive Storytelling
  • Focus on major events, commemorations as hook
  • Rotate exhibits, profile different programs to
    attract repeat visitors
  • Integration into whole experience
  • Viral, social media

16
Sustainable Cultural Heritage Tourism
  • Competitive advantage for destinations
  • Increases local benefit
  • Focuses on long-term ROI
  • Opportunity for collaboration and to leverage
    partnerships
  • Demand for authentic experiences rising among
    high-valued visitors

17
Sustainable Cultural Heritage Tourism Development
  • Balance of Benefits Resident, Resource, Visitor

18
Five Guiding Principles
  • Collaborate
  • Preserve Protect Resources
  • Make Sites Programs Come Alive
  • Find the Fit between Community Tourism
  • Focus on Authenticity and Quality
  • Source National Trust for Historic Preservation

19
Managing Cultural Heritage Tourism Programs
  • An Integrated Approach
  • Tourism DMOs
  • Planning Offices, Architects
  • Transportation Agencies
  • Marketing Departments
  • Preservation Conservation Agencies
  • Interpretation Programs (Arts Humanities)
  • Recreation Parks
  • Business Finance
  • Government/ Elected Officials

20
For more information
  • Cheryl Hargrove
  • cheryl_at_HargroveInternational.com
  • www.HargroveInternational.com
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