cultural heritage tourism: a sustainable strategy october 27, 2010 – sustainable tourism...
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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 activities
1. 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 19.4
18.1 17.7
18.9
20.2 20.421.1
22.3
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
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