USCHMC to keynote at sitka 2026 conference

FOR IMMEDIATE RELEASE

SAN FRANCISCO, CA (February 6, 2026) — The U.S. Cultural & Heritage Marketing Council (USCHMC) is pleased to announce that President & CEO, Richard Peterson, will deliver a Keynote General Session at the 2026 Sitka Heritage & Cultural Tourism Conference in Sitka, Alaska. Peterson’s program, “Tourism 3.0: Indigenous Cultural Heritage Tourism and the Global Shifts Reshaping Visitor Expectations,” will spotlight the international shifts influencing how travelers seek authenticity, meaning, and deeper connection—and how Indigenous destinations can position cultural experiences to protect stewardship while strengthening community benefit.

In addition to the keynote, Peterson will facilitate an educational program titled “Visitor-Ready & Community-Led: Turning Cultural Heritage Assets Into Tourism Products.” The session will provide real-time insights and applications for participants to translate cultural heritage assets into visitor-ready experiences—grounded in community voice, authentic representation, and cultural integrity—while strengthening partnerships, improving clarity for visitors, and supporting sustainable local enterprise.

As cultural heritage travel continues to grow globally, visitor expectations are evolving from passive sightseeing to values-led engagement—where travelers increasingly look for credible community voice, respectful storytelling, and transparent pathways to local benefit. Peterson’s keynote and educational session will offer destination-ready strategies to support Indigenous and community-based tourism leaders, including experience design, partnership development, and the growing importance of trust-building signals that shape visitation choices.

“Across the world, travelers are no longer simply looking to ‘see’ culture—they are seeking meaningful connection, credible community voice, and experiences that demonstrate respect and shared benefit,” said Richard Peterson, President & CEO of USCHMC. “Tourism 3.0 is about ensuring Indigenous cultural heritage tourism is community-centered and future-ready—where story governance, stewardship, and economic equity are built into the experience from the start.”

“Over the years, the Sitka Heritage & Cultural Tourism Conference has become a trusted convening place for bridging Industry and Indigenous tourism leadership—providing  expertise in grounded cultural integrity and focused on real-world pathways for communities to share their authentic stories on their own terms, to give the ultimate visitor experience ,” said Camille Ferguson, Sitka Tribe of Alaska’s cultural tourism development consultant, and founder of the Sitka Heritage & Cultural Tourism Conference. “Richard brings practical insight and a global lens that will help participants translate today’s visitor expectations into community-centered experiences that strengthen stewardship and local benefit.”

USCHMC has worked across North America with destinations, museums, arts districts, and cultural organizations to strengthen cultural tourism strategies that elevate authentic representation, improve visitor engagement, and create measurable local outcomes. Peterson has also supported the Sitka Heritage & Cultural Tourism Conference in recent years through program contributions focused on community-centered storytelling, partnership strategy, and culturally respectful experience development.

“It’s an honor to return to Sitka and continue contributing to this conference, which has consistently created a space for practical learning, shared leadership, and respectful dialogue,” Peterson added. “Over the past several years, my contributions to the Sitka program have reinforced what’s possible when cultural heritage tourism is designed with—and for—the community, and I’m excited to bring new global perspectives and actionable tools to the 2026 conference.”

The Sitka Heritage & Cultural Tourism Conference convenes Tribal enterprises, cultural organizations, artists, tourism partners, and community stakeholders for peer learning and strategies that support cultural continuity and sustainable visitor engagement. The 2026 conference will feature keynote and breakout sessions addressing visitor experience trends, cultural stewardship, partnerships, and tools to strengthen the long-term vitality of cultural and heritage tourism.

About the U.S. Cultural & Heritage Marketing Council (USCHMC)The U.S. Cultural & Heritage Marketing Council is a national organization advancing cultural heritage tourism through community stewardship, tourism engagement, and cultural diplomacy. USCHMC supports destinations and cultural organizations in developing authentic, visitor-ready experiences that strengthen resident pride, deepen visitor connection, and generate equitable economic outcomes.

About the Sitka Heritage & Cultural Tourism ConferenceThe Sitka Heritage & Cultural Tourism Conference brings together Indigenous and community tourism leaders to advance cultural heritage tourism through education, collaboration, and respectful engagement—supporting authentic representation, stewardship, and community benefit.

Media Contact (USCHMC):Richard Peterson | President & CEO, U.S. Cultural & Heritage Marketing CouncilP: 415.728.4221 | E: richard@uschmc.com | www.uschmc.com

Conference Information:sitkatribe.org/our-enterprises/heritage-and-cultural-tourism-conference/