CULTURAL HERITAGE

TOURISM WORKSHOP

Creating Experiences to Draw in New Customers(and Keep Your Old Ones)

Minnesota History Center

Saint Paul, MN

Monday October 5, 2009

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Group Travel Magazine

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Innovative Tourism Marketing

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Explore Southern MinnesotaVisitors Guide

WE ALL KNOW CULTURAL HERITAGE IS AN IMPORTANT COMPONENT OF TOURISM...

The National Trust’s definition of cultural heritage tourism is: “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 resources."

1. PARTNERING

2. PACKAGING

3. ITINERARIES

PARTNERING & PACKAGING = PROFITS

LET’S TALK ABOUT

WHY YOU WANT TO PARTNER...

• Making The Target Bigger

• Giving More Reasons to Come

• May Save on Advertising Dollars

WHY YOU WANT TO PACKAGE...

• Adds Value For Your Customer

• One Stop Shopping

• Win Win for Everyone

AND ITINERARIES...

Why?

• Longer Stays....

SOME SAMPLE ITINERARIES...

For both leisure and group packaging include:

- Community

- Multi-community

- Hub & Spoke / Corridor

- In-house

!

HOW DO YOU BEGIN?

Take Action:

! - Identify your target customers

! - Look for new packaging and itinerary ideas

! - Contact potential partners and put your ideas in motion

! - Think outside the box

EXAMPLES TO CONSIDER

PACKAGE:

- Festival + Evening Event

- Attraction + Hands-on, Experiential

- Shopping / Antiquing + Dining

- Performances /Theater + Hotels

- Recreation (Parks, Trails, Biking, Birding, Hunting, Fishing)

!

LOOK AROUND THE ROOM...

DO YOU SEE ANY PARTNERS?

Create a new partnership today?

LETS DEVELOP A PACKAGE

DIVIDE INTO GROUPS:

! - SET GOALS BASED ON THE PARTNERS IN YOUR GROUP

! - DETERMINE WHAT YOU WANT TO ACCOMPLISH, AND THEN... !

! - BUILD ONE PACKAGE AND ONE SAMPLE ITINERARY.

DISCUSSION

(Tell us what your group came up with)

- TODAY PICK ONE NEW PARTNER -

NOW LET’S GO OUT AND BE

LEADERS!

THANK YOU.