2006-07-20
Cultural Tourism - The example of Pittsburgh
Cultural tourism is becoming a larger industry in the US. According to the Travel Industry Association of America, 81% of 146.4 million U.S. travellers surveyed included cultural, arts or heritage activities at least once on their trips in 2004, creating a higher economic impact on the visited region than other tourists. A cultural tourist spends more money in average during their trip ($623 vs. $457) and travels longer (5.2 nights vs. 3.4 nights)...
The demographic profile of the cultural heritage travel segment today is younger, wealthier, more educated and more technologically savvy. 35.3 million adults declare that a specific arts, cultural or heritage event or activity influenced their choice of destination. Cultural and heritage tourism is also a major issue for international visitors in the US. According to the U.S. Department of Commerce, there were over 10.6 million overseas visitors in 2004 who participated in cultural and heritage tourism activities.
In the US, cultural tourism planning is mainly locally driven. Pittsburgh, primarily known as a sports town in the US, has focused on marketing the citys cultural and heritage treasures during the last couple of years. The strategic approach of the Greater Pittsburgh Convention & Visitors Bureau (GPCVB) markets the citys culture and heritage to niche audiences carefully selected by research. The challenge is also to encourage visitors to return again and again. In order to attract new and returning tourists to Pittsburgh the city is creating and promoting innovative new products. As Pittsburgh lacks a first day attraction, the city tries to reach its targeted markets by packaging experiences. Examples for these efforts are the promotional activities from 2006 to 2008:
- In 2006, Pittsburgh Roars is a new image campaign promoting the city as a great place to live, work and play. It presents a platform for collaboration among different key attractions, events and activities. The major events include the arts exhibition Fierce Friends: Artists and Animals 1750-1900 at the Carnegie Museum of Art, new attractions at the Pittsburgh Zoo & PPG Aquarium, and the Major League Baseballs All-Star week July 8-11.
- In 2007, Pittsburgh celebrates its glass history with The Year of Glass featuring as a highlight the exhibition of the world-renowned glass artist Dale Chihuly at Phipps Conservatory & Botanical Gardens.
- In 2008, it is the celebration of the 250th anniversary of Pittsburgh offering the occasion for exceptional cultural highlights and events.
The efforts of GPCVB in promoting cultural tourism are showing results. A study conducted by an independent research firm showed that every advertising dollar yielded $205 in incremental visitor spending. Thus the economic impact of tourism and travel in the Pittsburgh area is essential. Ranked the fourth largest industry behind health care, education, and professional business services, tourism annually generates more than $1.5 billion for the Pittsburgh economy.
Additional information can be found here:
http://www.tia.org
http://www.visitpittsburgh.com
In the US, cultural tourism planning is mainly locally driven. Pittsburgh, primarily known as a sports town in the US, has focused on marketing the citys cultural and heritage treasures during the last couple of years. The strategic approach of the Greater Pittsburgh Convention & Visitors Bureau (GPCVB) markets the citys culture and heritage to niche audiences carefully selected by research. The challenge is also to encourage visitors to return again and again. In order to attract new and returning tourists to Pittsburgh the city is creating and promoting innovative new products. As Pittsburgh lacks a first day attraction, the city tries to reach its targeted markets by packaging experiences. Examples for these efforts are the promotional activities from 2006 to 2008:
- In 2006, Pittsburgh Roars is a new image campaign promoting the city as a great place to live, work and play. It presents a platform for collaboration among different key attractions, events and activities. The major events include the arts exhibition Fierce Friends: Artists and Animals 1750-1900 at the Carnegie Museum of Art, new attractions at the Pittsburgh Zoo & PPG Aquarium, and the Major League Baseballs All-Star week July 8-11.
- In 2007, Pittsburgh celebrates its glass history with The Year of Glass featuring as a highlight the exhibition of the world-renowned glass artist Dale Chihuly at Phipps Conservatory & Botanical Gardens.
- In 2008, it is the celebration of the 250th anniversary of Pittsburgh offering the occasion for exceptional cultural highlights and events.
The efforts of GPCVB in promoting cultural tourism are showing results. A study conducted by an independent research firm showed that every advertising dollar yielded $205 in incremental visitor spending. Thus the economic impact of tourism and travel in the Pittsburgh area is essential. Ranked the fourth largest industry behind health care, education, and professional business services, tourism annually generates more than $1.5 billion for the Pittsburgh economy.
Additional information can be found here:
http://www.tia.org
http://www.visitpittsburgh.com
An article by Britta Faust, correspondent, Pittsburgh
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