Excerpt from our Cultural Tourism whitepaper. If you're interested in receiving this white paper, sign up for our newsletter from our homepage or our Facebook page at https://www.facebook.com/thegossagency/app/100265896690345/.
A set of conclusions has been offered by the World Tourism Organization with respect to planning for cultural tourism.
DEFINE TOURISM PRODUCTS
The process above is one way to take the sometimes historic, abstract, or less-well-defined, and transform it into a revenue generator. There are many tactics associated with this strategy which include:
- Creating dedicated spaces and/or facilities for cultural attractions;
- Combining or bundling offers to create a theme and stronger market appeal;
- Developing new tour routes or heritage networks;
- Using or reviving festivals;
- Brand and naming;
- Using sales promotion tactics to address seasonality;
- Understanding market segmentation around specific cultural offers.
IDENTIFY STAKEHOLDERS AND ESTABLISH PARTICIPATION MECHANISMS
Our approach is an inclusive approach which has participation “designed-into” the process. Through a series of surveys, workshops, and interactive tools, participants participate in a vigorous but organized way.
MAINTAIN AUTHENTICITY
The commercialization of living culture poses challenges and threats to the viability of that culture. Care must be taken so that the product is not overly commercialized, commodified, or contaminated beyond recognition. The needs and requirements of the “host participant” must always be carefully considered.
CREATE PARTNERSHIPS
Many opportunities for partnerships are usually available and, in fact, required to be successful. These typically include local and non-local commercial enterprises, government, NGOs, tour promotions operators, and the local business community. People implement what they help create.
Look for the remaining four conclusions about cultural tourism on our blog next week.
