Transcript What Customers Want: Authenticity

CULTURAL HERITAGE
TOURISM:
A SUSTAINABLE STRATEGY
October 27, 2010 – Sustainable Tourism Laboratory
Blackstone River Valley Tourism Council, Rhode Island
Background
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Culture & heritage was not recognized
as U.S. “travel activities” until 1995,
although destinations have focused on
these assets for centuries
New definitions, principles and efforts to
integrate and distinguish cultural,
heritage and natural assets launched 20
years ago as an alternative to massmarket, manufactured tourism
Cultural Heritage Tourism Definitions
Partners in Tourism
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Based on the mosaic
of places, traditions,
art forms, celebrations
and experiences that
define this nation and
its people, reflecting
the diversity and
character of the U.S.
National Trust
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Traveling to
experience the places
and activities that
authentically represent
the stories and people
of the past and
present. It includes
historic, cultural and
natural attractions.
The Power of “Place”
ASSETS
The Cultural Heritage Traveler
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Older
More Affluent
Educated
Often Married
Frequent traveler – 5.01
leisure trips vs. 3.98
Spend more – $994 vs.
$611
78% of all U.S. leisure travelers
= 118.3 million adults annually
Source: Mandala Research 2009
The New Cultural Heritage Traveler
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Prefer leisure travel
that is educational
Spend more money on
cultural and heritage
activities
Want to engage with
locals; “do” something
Will travel farther to
get the experience
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On-line important for:
Trip planning
Community engagement
Consumer content
generation
Top activities
1.
2.
3.
4.
5.
Visiting historic sites (66%)
Participating in historical re-enactments
(64%)
Visiting art museums/galleries (54%)
Attending an art/craft fair or festival
(45%)
Attending a professional dance
performance (44%)
6.
Visiting state/national parks (41%)
7.
Shopping in museum stores (32%)
8.
Exploring urban neighborhoods (30%)
Source: Mandala Research 2009
Source: 2009 Museum Store Association
Retail Industry Report
The Global Appeal
A Growing Percentage of Foreign Visitors
Participate in Arts & Culture While Visiting the U.S.
25
22.3
20
19.4
19.8
19.6
19.6
20.2
19.4
18.1
20.4
21.1
18.9
17.7
16.3
14.7
15
13.7
13.7
12.8
12.4
12.7
12.3
12.9
14.5
15.3
13.4
10
5
0
1997
1998
1999
2000
2001
Art Gallery/Museum
2002
2003
2004
2005
2006
2007
2008
Concert/Play/Musical
Source: Americans for the Arts 2007; Tourism Industries, US Dept of Commerce
 1/3 of all
international visitors
to the U.S. engage in
an historic activity
 the international
cultural traveler’s
length of state is just
over 3 nights longer
than general
international visitors
to the U.S.
Non-local Audiences Spend 2x More

Survey of
95,000
visitors to arts
and cultural
events shows
appeal,
interest and
impact
Source: Americans for the Arts
$50.00
$40.19
$40.00
$30.00
$20.00
$19.53
$10.00
$0.00
Local Audiences
Nonlocal Audiences
Destination Immersion & Impact

Engage in all types of
activities:
 Place
to eat
 Place to shop
 Place to tour
 Place to sleep
 Visitor services
 Transportation
Gifts/Souvenirs
$3.90
Meals &
Refreshments
$13
Lodging
$5.01
Child Care
$0.34
Transportation
Other
$2.72
$2.82
Source: Americans for the Arts
General Trends in Tourism
Increased competition, increased demand
 Different types of destination, different return
on investment
 Homogenization of product forcing
destinations to define “unique selling
proposition”
 Pressure to balance visitor needs with resident
desires, environmental impact
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Trend 1: Survival = Store, Door, More
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Creative solutions to increase visitation, cut costs,
enhance service
More interactive programming, experiences for all
ages
Focus on local, regional residents, VFR
New Survival Kit profiles creative Cultural Heritage
Tourism strategies:
www.preservationnation.org/survival-toolkit
Trend 2: Regional Partnerships
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Thematic trails to increase capacity, critical
mass to encourage “linger longer”
Multi-day, multi-destination itineraries – no
boundaries, no borders = seamless travel
experiences
Non-traditional partners, cross-marketing
strategies
Trend 3: Designation Branding
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Heritage Areas
Scenic Byways
Distinctive Destinations
Preserve America Communities
Capitals/ European Cities of Culture
World Heritage Sites
Geoparks
Trend 4: Immersive Storytelling
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Focus on major events, commemorations as
“hook”
Rotate exhibits, profile different programs
to attract repeat visitors
Integration into whole experience
Viral, social media
Sustainable Cultural Heritage Tourism
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Competitive advantage for destinations
Increases local benefit
Focuses on long-term ROI
Opportunity for collaboration and to leverage
partnerships
Demand for authentic experiences rising among
high-valued visitors
Sustainable Cultural Heritage
Tourism Development
Capacity
Authenticity
Quality
• Consistency of Products, Services
• Opportunity to Exceed Expectations
Balance of Benefits: Resident, Resource, Visitor
Five Guiding Principles
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Collaborate
Preserve & Protect Resources
Make Sites & Programs Come Alive
Find the Fit between Community & Tourism
Focus on Authenticity and Quality
Source: National Trust for Historic Preservation
Managing Cultural Heritage Tourism Programs
An Integrated
Approach
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Tourism DMOs
Planning Offices, Architects
Transportation Agencies
Marketing Departments
Preservation & Conservation Agencies
Interpretation Programs (Arts & Humanities)
Recreation & Parks
Business & Finance
Government/ Elected Officials
For more information:
Cheryl Hargrove
[email protected]
www.HargroveInternational.com