CULTURAL HERITAGE TOURISM: A SUSTAINABLE STRATEGY

October 27, 2010 – Sustainable Tourism LaboratoryBlackstone River Valley Tourism Council, Rhode Island

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

Cultural Heritage Tourism Definitions

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.

Partners in Tourism National Trust

The Power of “Place”

ASSETS

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 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

Top activities1. Visiting historic sites (66%)2. Participating in historical re-

enactments (64%)3. Visiting art museums/galleries (54%)4. Attending an art/craft fair or festival

(45%)5. Attending a professional dance

performance (44%)6. Visiting state/national parks (41%)7. Shopping in museum stores (32%) 8. Exploring urban neighborhoods (30%)Source: Mandala Research 2009

The Global Appeal

A Growing Percentage of Foreign Visitors Participate in Arts & Culture While Visiting the U.S.

19.4 19.8 19.6 19.6 19.418.1 17.7

18.920.2 20.4

21.122.3

13.712.8 12.4 12.7 12.3

12.913.7 13.4

14.7 14.515.3

16.3

0

5

10

15

20

25

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

Art Gallery/Museum Concert/Play/Musical

1/3 of all international visitors to the U.S. engage in an historic activity the international cultural traveler’s 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

$19.53

$40.19

$0.00

$10.00

$20.00

$30.00

$40.00

$50.00

Local Audiences Nonlocal Audiences

Destination Immersion & Impact Engage in all

types of activities: Place to eat Place to shop Place to tour Place to sleep Visitor services Transportation

Meals & Refreshments

$13

Other$2.82

Lodging$5.01

Child Care$0.34

Transportation$2.72

Gifts/Souvenirs$3.90

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 ages Focus on local, regional residents, VFR New Survival Kit profiles creative Cultural

Heritage Tourism strategies: www.preservationnation.org/survival-toolkit

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

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 partnerships 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 QualitySource: 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

Cheryl Hargrovecheryl@HargroveInternational.comwww.HargroveInternational.com

For more information: