Sacramento's Cultural Tourism Symposium Returns
FOR IMMEDIATE RELEASE
U.S. Cultural & Heritage Marketing Council joins Visit Sacramento and the City of Sacramento’s Office of Arts and Culture in advancing community-centered cultural tourism.
SACRAMENTO, California
The U.S. Cultural & Heritage Marketing Council (USCHMC) is continuing its collaboration with Visit Sacramento and the City of Sacramento’s Office of Arts and Culture through the 2026 Cultural Tourism Symposium and the partners’ broader work to strengthen connections among Sacramento’s cultural organizations, creative businesses, neighborhoods and visitor economy.
Building on a collaborative effort over the past several years, the symposium provides a gathering place for arts, culture, heritage and tourism professionals to exchange ideas, develop relationships and explore how Sacramento’s distinctive stories and experiences can benefit residents and visitors alike.
The work reflects a shared commitment to cultural tourism rooted in community participation, authentic storytelling and meaningful partnerships. It recognizes artists, museums, cultural institutions, local businesses and neighborhood organizations as essential contributors to both Sacramento’s identity and its visitor experience.
“Cultural tourism begins with the people who give a place its character—their stories, traditions, creativity and pride in their community,” said Richard Peterson, President & CEO of the U.S. Cultural & Heritage Marketing Council.
“The collaboration with Visit Sacramento and the Office of Arts and Culture has focused on bringing those voices together and creating opportunities for shared learning and action. The symposium is an important part of that work, helping turn conversations into relationships and ideas into experiences that serve both the community and its visitors.”
The 2026 gathering builds on previous symposium discussions exploring the connections among cultural arts, tourism and local business, along with practical approaches to co-creation, marketing, sponsorships and partnerships. These exchanges help cultural organizations consider how to reach new audiences while preserving the character and community relationships that make their work distinctive.
Beyond the symposium, the collaboration emphasizes continued engagement, education and storytelling. The broader program seeks to strengthen connections across sectors, elevate diverse cultural voices and help organizations develop their capacity to welcome and engage visitors.
For USCHMC, the Sacramento collaboration reflects an approach grounded in community, culture and commerce: supporting destination development that values local identity, encourages stewardship and creates opportunities for cultural and economic participation.
Program information and partner announcements
Visit Visit Sacramento’s Cultural Tourism Symposium page for symposium details and participation information.
About the U.S. Cultural & Heritage Marketing Council
The U.S. Cultural & Heritage Marketing Council works with destinations, cultural institutions and community partners to advance community-centered cultural and heritage tourism. Led by Richard Peterson, USCHMC supports strategic planning, stakeholder engagement, cultural storytelling, experience development and partnerships that connect local culture with meaningful visitor experiences. Learn more at uschmc.com.
Media Contact
Richard Peterson, President & CEO
U.S. Cultural & Heritage Marketing Council
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