International guidebooks, travel magazines, newspapers, radio, television, and the internet can be effective free sources to promote heritage sites. Brochures distributed to various audiences can spread information widely, while directly contacting tour operators improves the chances of piquing their interest. Producing a multilingual community guide can direct visitors to local attractions and services, benefiting the local economy. National tourism offices and embassies are also free avenues to distribute promotional materials. Holding an annual press day timed with cultural celebrations introduces the site to media contacts of stakeholders.

1. Welcome to
Culture and Heritage Tourism
Promoting Heritage Site
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2. Guidebooks are a popular source of information for trip planning and are available for
almost every country and region of the world. Because guidebook information is constantly
chaanging, new editions are regularly updated, and editors are usually willing to publish
information free of charge. This presents an opportunity to have information on a site and
local attractions and services distributed to a wide audience.
International tourist guidebooks can be a
free source of promotion.

3. Travel magazines and newspapers publish information on tourism
attractions free of charge and local radio and television stations
broadcast such information as a public service
Supplying information to travel magazines,
newspapers, radio and the internet is another cost
effective way to promote a site.

4. They can be mailed to national tourism offices, included in promotional
information sent to tour operators, newspapers, magazines, radio and
television stations and distributed to hotels. However, unlike other types of
promotional material, brochures are costly to produce, and should be
designed to remain valid over a long period of time. Most people who
receive brochures read them. However, research has found that brochures
are likely to exert more influence on people who have not visited a site before
and less likely to attract repeat visitors.
Brochures can be used to distribute site information to
a wide range of audiences.

5. Tour operators are always on the lookout for new attractions to
sell to their clients. Operators, particularly companies that
specialise in activities offered at the site, will appreciate receiving
a brochure and any information about the local community.
Direct contact with tour operators bypasses travel agencies
and improves the chances of a positive response.
Contacting tour operators directly is a
useful means of interesting them in a site.

6. Producing an information package to area attractions
and services can help direct benefits to local residents.
If one of the goals of a site’s tourism programme is to benefit local
communities, a multilingual community guide sheet may be a valuable
promotional tool. It can direct visitors to neighbouring destinations and
attractions, providing a detailed picture of what the area offers,
including dining, shopping and accommodations

7. National tourism offices or embassies can be a free and
effective means of distributing promotional materials.
Tour operators are always on the lookout for new attractions to sell to their
clients. Operators, particularly companies that specialise in activities offered
at the site, will appreciate receiving a brochure and any information about the
local community. Direct contact with tour operators bypasses travel agencies
and improves the chances of a positive response.

8. The day can be scheduled to coincide with a cultural celebration at the site,
or it could be a yearly event held to mark the beginning of the tourist
season. Tour operators, hotel owners and government officials who belong
to the site’s advisory group can be recruited to play a role. These
stakeholders usually have press contacts and may be interested in
obtaining media coverage of their activities or businesses.
Holding a press day can be an effective way to introduce a site to the media.