Building a Cultural Tourism Program That Delivers: Spotlight at Destinations International 2025

At this year’s Destinations International Annual Conference, I am proud to join Sonya Bradley, Chief Inclusion & Community Engagement Officer at Visit Sacramento, to present a forward-looking session: "Building a Cultural Tourism Program That Delivers"

Session details~

Building a Cultural Tourism Program That Delivers

Date: Friday, July 11, 2025.

Time: 11:15 AM – 12:00 PM

Location: McCormick Place West | Room W183a

The Speakers:

• Sonya Bradley, Chief Inclusion & Community Engagement Officer

  Visit Sacramento

• Richard Peterson, President & CEO

  U.S. Cultural & Heritage Marketing Council

What to expect~

This session will offer a behind-the-scenes look at how Visit Sacramento strategically embedded cultural tourism into its core mission — bringing traditionally under-recognized neighborhoods into the tourism ecosystem while strengthening local pride and community partnerships. The journey - over a period of years - has built a pathway for forward cultural tourism sustainability - that goes well beyond visitor engagement.

Why It Matters~

With more destinations seeking to move beyond traditional campaigns toward purpose-driven tourism development, this session offers a replicable framework for:

• Building inclusive advisory structures

• Co-creating with communities rather than marketing to them

• Amplifying diverse cultural assets through storytelling

• Aligning tourism with economic and social outcomes

The Sacramento story is one of transformation—from a destination strategy to a movement that honors place, people, and possibility.

Be Part of the Conversation~

Cultural tourism is more than a trend—it’s a strategic imperative. Join us to learn how your destination can build programs that serve both visitors and residents while advancing equity and economic inclusion.

#CulturalTourism #VisitSacramento #USCHMC #DIAC25