CULTURAL TOURISM'S FUTURE

Cultural Tourism’s Sustained Future

Communities large and small - urban and rural are rich in cultural experiences and unique expression - but many lack the sustained investments needed to fully unlock the potential of tourism. From neighborhood museums and performing arts centers, to walking-tours, community-based festivals, local tastes and place-making initiatives these assets represent both economic opportunity and cultural identity.

But without coordinated investment plan and adaptable visitation strategies, their value remains often under-utilized - and in some cases are increasingly at risk.

Through my ongoing work with cultural organizations, destinations, arts districts, and related stakeholders, I've witnessed how closing the cultural tourism investment gap necessitates collaborative funding models that link public, private, and philanthropic sectors. These adaptable models not only preserve culture but also invigorate it. They empower arts organizations and cultural institutions to enhance their capacity, reach broader audiences, and increase their impact via tourism, all while engaging with their local communities in a tangible way.

And while tourism is a means for connecting and experiencing — it’s a strategic revenue stream that, when done right it influences:

• Economic development for the local community by boosting local businesses and hospitality partners.

• Workforce opportunities for creative professionals.

• Substantial earned income from admissions, tours, food/beverage, tours and VIP experiences.

• A focused place-based branding – often elevating lesser-known neighborhoods and experiences.

• And provides a pathway to shared equity - by including historically marginalized communities.

  
  

Support & Activate

Cultural tourism can no longer be viewed as an optional addition to destination planning, marketing, and development. It should be acknowledged as a fundamental component of economic strategy. This involves integrating city planning, destination marketing, cultural policies, and funding structures to promote long-term sustainability, rather than relying on temporary campaigns.

The investment gap is significant, but so is the potential. By cultivating deliberate partnerships between cultural institutions and tourism leaders, and by establishing revenue attribution methods that account for both community and visitor value, we can ensure that culture is both celebrated and sustainably financed.

USCHMC invites our partners across the industry from DMOs and arts leaders to funders and policymakers — to join us in rethinking how we value and invest in cultural tourism as a dynamic part of the diverse tourism economy.

Because supporting local arts isn’t just about preservation — it’s about progress.

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