As someone with years of experience in the travel industry—many of those spent promoting and writing about rural and Indigenous communities—I’ve developed a deep passion for cultural tourism. While it is often highlighted by media and national associations as economically significant, we rarely pause to examine why cultural tourism matters.
Let’s explore why cultural tourism matters and how it impacts destinations, locals and visitors alike.
Cultural Tourism is a Differentiator
In most industries, marketing professionals emphasize differentiation—standing out, being unique, showcasing your unique value proposition. Yet in hospitality, Destination Marketing Organizations (DMOs) often compete by blending in. Don’t believe me? Search for “CVB” alongside “Something for Everyone,” and you’ll find countless examples of destinations trying to appeal to the masses instead of focusing on what makes them unique.
As tourism grows increasingly homogenized, cultural tourism stands out as one of the most effective ways for a destination to differentiate itself. Cultural tourism invites visitors to experience the very stories, traditions, and heritage that make a place unique.
For example, many National Parks and Forests are deeply connected to Native communities who have cared for these lands for millennia. Urban centers often find their identities rooted in historic districts, such as Olvera Street in Los Angeles, the Route 66 corridor, or St. Augustine in Florida.
Visitors are drawn to this cultural uniqueness—it’s often the reason why they travel. Yet we don’t do enough domestically to celebrate these distinctions.
While many travelers will venture far and wide to experience places like Chichén Itzá or Stonehenge, they remain unfamiliar with the rich cultural heritage waiting in our own backyard.
Most travelers would struggle to name the Blythe Intaglios in Southern California or Poverty Point in Louisiana, never mind the fact that these sites pre-date the rise and fall of the Roman Empire by nearly a thousand years.
Cultural Tourism is Big Business
Cultural tourism generates a significant economic impact. In 2022 alone, nonprofit arts and culture organizations contributed $151.7 billion to the U.S. economy, supporting 2.6 million jobs, generating $29.1 billion in tax revenue, and providing $101 billion in personal income to residents.
Cultural travelers are also known to stay longer in a destination and spend more per travelers. This is is pretty much the holy grail for travel marketing pros. Importantly, these visitors often seek out rural areas because of their unique heritage, so they also provide much-needed economic boosts to communities that need these dollars the most.
Cultural Tourism Has Room For Growth
Despite its value, cultural tourism remains underrepresented and fragmented. Unlike agriculture or other industries with well-established associations and resources, cultural tourism lacks a unified voice. Definitions of cultural tourism vary—ranging from arts and heritage to farm culture to foodie travel to musical journeys—which sometimes make it seem like more of an “idea” than a concrete market demand.
Cultural Tourism is Cultural Preservation
Cultural tourism isn’t just about attracting visitors; it’s about fostering respect, understanding, and sustainability. When done right, cultural tourism matters because it strengthens community identity by preserving and sharing traditions with visitors who engage respectfully. Done poorly, cultural tourism risks leading to appropriation and inauthenticity.
Hawai’i, for example, faces ongoing challenges as non-Native guides profit from sharing stories that aren’t theirs. This diminishes both the authenticity of those experiences and economic opportunities for Native Hawaiians. True cultural tourism must empower communities to tell their own stories, in their own voices, for the benefit of visitors and locals.
A Sustainable Pathway for Growth
Cultural tourism provides a pathway for economic prosperity, or at least economic growth. By collaborating with local artists, cultural bearers, and community leaders, destinations can create distinctive experiences that leave lasting impressions. Visitors often form emotional connections with these authentic encounters, inspiring repeat visits and word-of-mouth referrals. Investing in cultural tourism doesn’t just bring visitors—it builds enduring relationships and ensures that local businesses thrive while preserving the soul of a destination.
We Must Shape the Conversation
Cultural tourism holds tremendous potential, but it’s up to the hospitality industry to shape its future. Now especially, with AI entering the scene, there’s an even greater risk of misrepresentation or culturally insensitive portrayals.
Cultural tourism matters, but now is the time to define what cultural tourism can and should be: a billion-dollar industry that respects and uplifts local communities and destinations.
Want to talk more about why Cultural Tourism Matters? Join Cultural Trails, a free community built just for cultural tourism pros.