Cultural Heritage Tourism: A Sustainable Strategy - PowerPoint PPT Presentation


PPT – Cultural Heritage Tourism: A Sustainable Strategy PowerPoint presentation | free to download - id: 3f69bf-MzRiN


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation

Cultural Heritage Tourism: A Sustainable Strategy


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

Number of Views:429
Avg rating:3.0/5.0
Slides: 21
Provided by: CherylH5
Learn more at:


Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Cultural Heritage Tourism: A Sustainable Strategy

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

  • Culture heritage was not recognized as U.S.
    travel activities until 1995, although
    destinations have focused on these assets for
  • 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

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.

The Power of Place
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

The New Cultural Heritage Traveler
  • Prefer leisure travel that is educational
  • Spend more money on cultural and heritage
  • 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

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
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
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

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
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

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

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
  • Non-traditional partners, cross-marketing

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

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

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

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

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

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

For more information
  • Cheryl Hargrove