USCHMC annouNces collaboration with George Washington University
- Richard W. Peterson
- Jan 6
- 2 min read
USCHMC collaborating with George Washington University to Launch New Learning Pathway for Community-Centered Cultural Tourism
SAN FRANCISCO, CA — As destinations face rising demand for authentic cultural experiences—and growing expectations for community benefit, cultural integrity, and sustainability—the U.S. Cultural & Heritage Marketing Council (USCHMC) is proud to announce its collaboration with The George Washington University School of Business’ International Institute of Tourism Studies (GW IITS) to support the Professional Certificate in Community-Centered Cultural Tourism.
Designed as a six-course online program, the certificate equips tourism and cultural-sector practitioners with adaptable tools and frameworks to strengthen cultural tourism initiatives, deepen community collaboration, and respond to real-world shifts impacting destinations—from technology disruption and changing traveler motivations to the need for more inclusive representation.
USCHMC’s involvement underscores a shared commitment to practical, field-relevant learning. Richard Peterson, President & CEO of USCHMC, will serve as an instructor for Course 805: Experiential Product Development, guiding participants through applied approaches to building cultural heritage experiences that are community-driven and market-responsive.
“Tourism doesn’t succeed long-term unless communities see themselves in the story and are the storytellers to their diverse experiences —and benefit from the outcomes,” said Richard Peterson, CEO of USCHMC.
“This program meets the moment by giving professionals a credible, applied learning pathway to design bespoke experiences that are story-forward, values-aligned, and ready for implementation.”
To welcome prospective participants and share details on course timing and expectations, GW IITS will host a free Certificate Information Session on Wednesday, January 14, 2026 (12:00–1:00 PM ET), featuring an overview of program structure and offering live Q&A.
The program’s curriculum spans capability areas increasingly demanded across the tourism ecosystem, including foundations of cultural heritage tourism; cultural agency and representation; destination marketing’s evolution including technology; campaign strategy and messaging; experiential product development; and the connection between tourism and the creative economy.
“Tourism professionals are being asked to do more than promote places; they must also show up responsibly for the communities within them,” said Seleni Matus, Executive Director of the GW International Institute of Tourism Studies.
“This certificate equips practitioners with practical tools to center community voices and build tourism strategies that are ethical, inclusive, and sustainable.”
Program Registration (USCHMC Partner Discount Links)
USCHMC is pleased to provide exclusive registration links for USCHMC partners extending a discount to course registrants:
● Register for Courses 801–803: https://cvent.me/8VOm25 Deadline: February 9, 2026
● Register for Courses 804–806: https://cvent.me/eWy100 Deadline: July 7, 2026
About the U.S. Cultural & Heritage Marketing Council (USCHMC) USCHMC represents the dynamic intersections of communities, cultural experiences, and tourism development—providing thought leadership, curated marketing solutions, and strategic engagement applications that support arts, culture, heritage, and place-making.
About the International Institute of Tourism Studies (IITS), The George Washington University School of BusinessThe International Institute of Tourism Studies at GW supports tourism education, research, and professional development—offering certificate programs and specialized learning opportunities that shape the future of tourism policy, development, and stewardship.
Media Contact (USCHMC): info@uschmc.com | 833-872-4862
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