Cultural resources: An old asset ? a new market for tourism

Abstract

Connotations of the 19th century "Grand Tour" of Europe still influence the travel profession's image of the relationship between culture and tourism namely, that cultural tourism is the province of Europe and the wealthy. U.S. tour operators have been far more active in incorporating cultural resources into trips for Americans to Europe than in promoting cultural resources within the United States for either the domestic or foreign traveller. Western concepts of cultural activities have been entrapped for centuries by notions about patronage based on the Medici model. The enduring misperception is that the arts survive on largesse alone, and that a loss in cultural activity implies a reduction in expenditures with little, if any, additional economic impact. An alternate assessment suggests that a cultural industry with demonstrable economic interdependencies and advantages has evolved officially overlooked by most policymakers. This industry encompasses profit and notprofit components of the arts, humanities, and historic preservation, and provides significant support to ancillary businesses and local tax structures. Now is a particularly opportune time for a major initiative to promote both domestic and international tourism to the United States with a specific focus on cultural resources. There has been an exponential growth of American activity and public interest in the arts, humanities, and historic preservation, which has contributed to and been reflected in the country's expanding international reputation for excellence in the arts. In addition, the United States has developed a unique quantity and quality of free outdoor programming during warm weather months. Even admission-based activities are still relatively inexpensive, a situation further reinforced on the international market by the current value of the dollar. All these elements combine to suggest a significant new market opportunity for tourism development: cultural resources. This paper juxtaposes trends and observations in American cultural and tourism development and suggests strengthened collaborative efforts between the two professions can foster mutually advantageous new markets. The term, "cultural resources", refers to profit and non-profit activities in the arts,