Cultural Tourism 101

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What, Exactly, is Cultural Tourism?
Cultural Tourism is the travel industry's term describing travel and visitation activities directed at an area's arts, heritage, recreational and natural resources. It's not a new phenomenon (tourists have come to Missoula for decades to experience these things), but it is a new way of connecting with visitors eager for a cultural excursion. These multi-cultural and multi-generation visitors make destination choices related directly to a region's performance, artistic, architecture and historical offerings. In Missoula, we have several of the world's best cultural destinations.

Why Is Cultural Tourism Hot Now?
People have always come to Missoula to visit our cultural sites, but only recently have we discovered what makes these visitors tick. Recent tourism research indicates clearly that Cultural Tourists are a force to be reckoned with. Here's why:

1. Cultural Tourism is the fastest growing sector of the travel industry.
2. Cultural Tourists spend $62 more per day and $200 more per trip than other travelers.
3. Cultural Tourists include multiple destinations during a visit and stay one half-day longer at each destination.
4. Cultural Tourists have higher levels of income.

How Can I Take Advantage of the Cultural Tourism Boom?
Getting a piece of the Cultural Tourism pie takes planning, creativity, collaboration and a good knowledge of the basics. Select a link from the menu above to get started.

Cultural Tourism Initiative

The Missoula Cultural Council (MCC) is leading a community-wide effort to develop a year-around cultural tourism program for the increasing number of visitors to the Missoula region in western Montana.

Cultural tourism is often defined as "Travel directed toward experiencing the arts, heritage and special character of a place."

Missoula's abundant cultural resources make it "a natural" site for sustainable cultural tourism. MCC links to calendars of events of current cultural events and attractions, many of them based on the magnificent landcapes and natural resources that make Missoula such a special place.

Our cultural tourism resources list some of the events and attractions that make Missoula "Montana's Cultural Superstar." Links take you directly to the Internet sites or the address of some our stellar offerings.

Cultural Tourism Report
Summer 2006

Hotel Revenue – Visitors to Missoula

• 5% increase from 2005 in Missoula – $508,000 in hotel revenue
• 11% increase from 2005 in Missoula County – $775,000 in hotel revenue Source: Montana Department of Revenue Major Art and Cultural Events in Missoula
• Out to Lunch: 13 weeks – 52,000 total attendance
• Downtown Tonight: 14 weeks – 28,000 total attendance
• Oil Painters of America at Dana Gallery: May-June 4,000 attendance – 700 for opening
• Lewis and Clark Bicentennial: June 21-July 9 – 22,500 total attendance
• Fort Missoula The 4th of July – 6,000
• International Choral Festival: July 12-15 – 19,000 total attendance
• Germanfest – September 10 – 1000 attendance
• Montana Festival of the Book: September 28-30 – 6000 total attendance
• Opening of Missoula Art Museum, Missoula Children’s Museum, Splash Montana, Currents, Mobash, Brennan’s Wave
• Inaugural River Roots Festival
• A Prairie Home Companion – Sold out Adams Center
• No Hotel room within 50 miles for Rolling Stones Concert Major Art and Cultural Articles in Missoulian June through September – Front page & B-1 only
• 84 major articles in 122 days – average of 2 every 3 days
• 32 articles in July
• 11 Lewis and Clark Bicentennial articles in 19 days
• 5 straight days of Missoula Symphony in July
• 6 straight days of International Choral Festival
• 13 articles on the Rolling Stones – concert not until October 4 Missoula’s Nonprofit Arts
• 33 nonprofit arts organizations
• 593 full or part time employees
• $9,271,478 in total wages

Source: Montana Nonprofit Association

Here are ten things that you can do immediately to tap into the tourism market:

1. Inventory What You Offer.
Consider what your organization can offer to Montana tourists. Ask questions like: What do you have that is unique? Who are the people most likely interested in your offerings? With what other organizations might you collaborate to create a package deal? But be realistic...consider how many or how many more tourists can you deal with successfully.
2. Network Around Town.
Make a list of other cultural organizations and tourist related businesses (hotels, restaurants, car rental companies, etc.) in your community. Invite them to meet with you to discuss common goals.
3. Do a Literature Review.
Take a look at currently available materials that provide information about your organization and other cultural groups. Is the information correct? Is it sending the right message? Check out websites, brochures, Chamber of Commerce listings, etc.
4. Collaborate Creatively.
Would it make sense to produce a joint brochure with, or link to, other local organizations that share your tourism goals?
5. Take the Lead in Hospitality.
Take time to meet local hotel and motel concierges and give them your materials. Don't forget inns and bed-and-breakfasts in your area. Distribute cultural materials to all these local outlets, and ask them to place cultural information in guestrooms or at the concierge stations.
6. Get the Word Out.
Call on the reporters, editors and freelance writers at your local newspapers. Send them updated information about your organization and any tourism-related activities that you are planning. Get them involved in your projects as sponsors or to write about the events.
7. Get the Art Out.
Create a traveling display of local cultural treasures that can be placed in public areas such as supermarkets or shopping malls - any place that people pass by, or visit regularly. Suggest that local tourism businesses adopt an artist, providing space for demonstrations or exhibitions.
8. Don't overlook "Local Tourists."
What do you offer specifically to a local audience, and how could you market it differently to them? Organize a "Local Children Go Free" Day at a museum, a theater and other tourism attractions in your town. When citizens know what's available in their towns, they are more likely to recommend them to friends and visitors.
9. Join your Regional Tourist Council (RTC).
Not only will you join an established network, but you have access to a host of benefits. Ask the RTC to help you set up a "familiarization tour" of your organization for regional travel agents, tour operators, bus companies, and other travel planners.
10. Review and improve your organization's customer service side.
Ensure that your "public face" staff (including box office, sales, receptionist and greeters) is friendly and informed about other local events, organizations, facilities, restaurants and so on.