Cultural Tourism is Big Hit
Easy Ways for Artists to get Involved

by Andrea Detlefsen

We’ve all done it. Perhaps it was a visit to a museum or a local concert on a weekend getaway. Maybe you attended a live theatre performance or went to a local arts festival while visiting relatives. In one way or another nearly everyone has participated in Cultural Tourism

What is it? Cultural tourism is defined by the White House Conference on Travel and Tourism as: "Travel directed toward experiencing the arts, heritage and special character of a place."

Why is this important for artists? According to the Travel Industry Association of America (TIA), 80 percent of adult travelers (over 118 million people) have included an historic or cultural activity while traveling. That is roughly the population of United Kingdom and Italy combined. That’s a lot of travelers who have the potential to bring business to your art studio, museum or festival.

Who can participate? With such a broad appeal, it’s easy to get involved with cultural tourism. You don’t have to be “big city” to participate. Local artists give places their unique flavor and make the visit memorable. For an example of cultural tourism that focuses on heritage think Amish Acres in Nappanee, Indiana. Visitors to Amish Acres soak in the Amish culture by visiting an Amish homestead, savoring home cooked food, and browsing handmade Amish quilts and crafts.

If you are looking for the arts angle, it can be as simple as partnering with a local museum to provide hands on activities that correspond to the current exhibit. For example, if the museum is having a ceramics exhibit, and then coordinate with the museum to provide interactive activities with clay or a potter’s wheel.

Or partner with your local convention and visitors bureau to package your offering. For example, Fort Wayne, Indiana, offers the Destination Relaxation package that includes tickets to a concert or play, hotel accommodations and dinner at unique, local restaurants. And local restaurants have been a hit with the package. “It’s easy to get involved,” says Lacey Anderson, Marketing and Communications Manager at the Fort Wayne Convention and Visitors Bureau. “We’ve sold over 100 packages in three months. It’s a win-win for both visitors and restaurants.”

The special character of a place can be found in festivals, special events and arts clusters. The Village at Winona in Winona Lake, Indiana, offers visitors the chance to shop local artisan studios, dine at local restaurants and soak in the local culture. “I love being here,” says artist Merna Eisenbraun who runs the Canal Street Gallery. “I wouldn’t be selling my art in a gallery if I wasn’t here.”

What are the results? You’ll have fun, establish new partnerships and increase your potential to generate more revenue. To learn how you can become involved with cultural tourism, simply contact your local museums, Convention and Visitors Bureaus or Arts Councils and let the conversations and ideas begin.

Andrea Detlefsen is a public relations professional specializing in the arts and tourism. andrea.detlefsen@verizon.net.

Edited by Robyn Kelly, Web Publications Manager: rkelly@iac.in.gov.
The IAC, a public catalyst, partner, and investor in the arts, serves the citizens of Indiana by funding, promoting, and expanding the arts. Funding is provided by the State of Indiana and the National Endowment for the Arts.