September 6, 2024
The city of Eugene, Oregon hosted the One West Education Summit September 4-6, 2024; a much-anticipated event for leaders in the travel, tourism, and marketing/technology sectors. As part of this dynamic summit, Richard Peterson, President & CEO of the US Cultural & Heritage Marketing Council (USCHMC), took to the stage to present a key spotlight session titled "Cultural Heritage Tourism Connects Communities."
Peterson, a seasoned expert with decades of experience in the diverse travel and tourism industry, is known for his strategic leadership in curating cultural connections for destinations, that not only attract visitors but also foster deeper connections between communities, residents, and local businesses. His session, as part of the One West Alliance Education Summit shined a light on the transformative power of cultural heritage tourism.
In a conversation about the session, Peterson shared his passion for building bridges between cultural experience, tourism, and local development:
"Cultural heritage tourism is much more than simply visiting a historical site, a museum or attending a local festival. It’s about understanding and celebrating the stories that define communities. It fosters a sense of pride among residents and offers visitors an authentic, immersive experience," Peterson explains. “When communities invest in their cultural heritage, they create meaningful connections that drive long-term economic sustainability."
As the travel and tourism landscape continues to evolve, Peterson emphasizes the importance of stakeholder collaboration, noting that cultural heritage initiatives are most successful when they involve a broad range of community members—government leaders, local businesses, cultural organizations, and the residents themselves.
Image: Richard Peterson
"The power of cultural tourism lies in its ability to activate a wide array of stakeholders. It’s not just about marketing a destination; it’s about creating opportunities for local artisans, small businesses, and cultural institutions to showcase what makes their community unique," Peterson said. "When everyone has a seat at the table, you not only enhance the visitor experience but also support local economies and foster community pride."
The One West Education Summit’s educational format underscores the significance of cultural tourism as a key business opportunity in the ever shifting and growing tourism sector. As Peterson's session shared, cultural heritage tourism is not only about enriching visitor experiences but also about empowering communities to thrive.
To learn more about US Cultural & Heritage Marketing Council, visit https://www.uschmc.com/
To learn more about One West Tourism Alliance, visit
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