This document discusses cultural heritage tourism and opportunities for partnerships. It defines cultural heritage tourism as focusing on historical, artistic and lifestyle experiences. Some key points made include: - Cultural heritage tourism can provide economic and social benefits to communities. - There are three main types of partnerships and packaging opportunities between cultural heritage attractions and other tourism businesses: attractions of the same type, different attraction types, and partnerships between cultural and non-cultural attractions. - Successful partnerships require cultural heritage attractions to consider how they can meet the needs of tourism businesses and wider community goals through approaches, schedules and descriptions. - Governments and organizations can help bring potential partners together to communicate and develop mutually beneficial opportunities.

1. AN EXCITING
EU PROJECT
This programme has been funded
with support from the European
Commission
The author is solely responsible for this
publication (communication) and the Commission accepts
no responsibility for any use that may be made of the
information contained therein.

2. Cultural Heritage
Cultural Heritage
Partnership & Packaging
Successful
Cultural Heritage Tourism?
What is1
To the Community
Benefits2
Tourism Products
3
Tourist Profile
4
This programme has been funded with support from the European Commission. The author is solely
responsible for this publication (communication) and the Commission accepts no responsibility for any use
that may be made of the information contained therein.
Opportunities
3
Cultural Heritage Tourism Partnerships
4

3. •Focuses on historical, artistic and
lifestyle/heritage
•The visitor experience cultural environments,
visual and performing arts, lifestyles, values,
traditions and events
•Includes: festivals, banquets, music, theatre,
gastronomy, buildings and “atmosphere”, historic
and religious monuments and ruins.
What is
Cultural Heritage Tourism?
ROOTS | Recognising Cultural Heritage Opportunities For Tourism SMES

4. Intangible Heritage
ROOTS | Recognising Cultural Heritage Opportunities For Tourism SMES
What is
Cultural Heritage? Cultural Heritage
Tangible Heritage
Immovable Heritage
(buildings, monuments, gardens,
etc.)
Movable Heritage
(books, paintings, pottery etc.)
Intangible Heritage
(local traditions, music,
dance, crafts, religious
ceremonies, language,
theatre, literature etc.)

5. 04 Expand business and
tax revenue
05
Create an innovative habitat
– to attract knowledge-based
employees
06 Create a sense of pride and
belonging by residents
ROOTS | Recognising Cultural Heritage Opportunities For Tourism SMES
Benefits
To the Community
01 Economic Vitality
02 Leveraging human
capital
03 Restore, revitalize a
geographical area

6. • Religious tourism
• Diaspora tourism
• Culture tourism
• Historic cities and built heritage
• Archaeological sites and ancient
monuments
• Industrial heritage
THE CULTURAL HERITAGE
Tourism Products

7. • Earns more money and spends more
money while on vacation;
• Spends more time in an area while on
vacation;
• Is more likely to stay at hotels or
motels;
• Is far more likely to shop;
• More highly educated than the general
public; higher levels of education, since
all studies show that persons in higher
education categories are more likely to
be culturally oriented.
PROFILE OF
The Cultural Heritage Tourist

8. • Includes more women than men.
(Women, of course, represent a
disproportionate share of shoppers and
bus tour passengers); the increasing
numbers of women in our society in
positions of power and authority, since
women tend to be more culturally
oriented than men.
• Tends to be in older age categories.
(This is particularly important with the
aging of the large baby boom
generation.)
PROFILE OF
The Cultural Heritage Tourist

9. 1.
Cultural or Heritage
products of the same
type. For example,
theatres packaging with
theatres and museums
with other museums. One
common example is a
passport package among
museums or historic sites.
2.
Cultural or Heritage products of different
types. Illustrations include festivals, which
concentrate cultural products in a period of
time, and arts districts, which concentrate
products in a particular place.
The advantage of these approaches is that
they create a wider level of appeal to more
people, reducing competition among a
larger number of cultural products,
increasing perceived value for time and
money spent, and widening the market
both geographically and in terms of market
segments to those who are motivated in
part by cultural tourism, adding another
20%-30% to the potential market.
3.
Cultural Heritage and Non-Cultural
Heritage tourism products: such as
hotels, resorts, retail areas, sports
and outdoor recreation, bus tours,
amusement attractions, etc.
This form of packaging offers the
variety of experiences that most
people are seeking and greatly
widens the market for cultural
hertiage to the adjunct and
accidental cultural tourists, or
some 60% of the resident market
and 85% of the tourist market.
ROOTS | Recognising Cultural Heritage Opportunities For Tourism SMES
PARTNERSHIPS AND PACKAGING OPPORTUNITIES
Three Main Types:

10. INTRODUCTION
There are many ways for museums and historic sites
etc. to develop policies and practices that reflect the
approach of "what can I do for you." These are
potentially even more successful if such methods
also solve problems of tourism operators and meet
wider community needs such as inner city
revitalization. For example:
ROOTS | Recognising Cultural Heritage Opportunities For Tourism SMES
SUCCESSFUL
CULTURAL HERITAGE TOURISM PARTNERSHIPS
Museums can help
hotels develop
weekend escape
packages to
overcome a
common problem
of high occupancy
during the week
and low occupancy
on weekends.
“
”

11. INTRODUCTION
There are many ways for museums and historic sites
etc. to develop policies and practices that reflect the
approach of "what can I do for you." These are
potentially even more successful if such methods
also solve problems of tourism operators and meet
wider community needs such as inner city
revitalization. For example:
ROOTS | Recognising Cultural Heritage Opportunities For Tourism SMES
SUCCESSFUL
CULTURAL HERITAGE TOURISM PARTNERSHIPS
They can help
event and
exhibition
planners who
need convenient
destinations and
activities for
delegates or
spouses
programs.
“
”

12. INTRODUCTION
There are many ways for museums and historic sites
etc. to develop policies and practices that reflect the
approach of "what can I do for you." These are
potentially even more successful if such methods
also solve problems of tourism operators and meet
wider community needs such as inner city
revitalization. For example:
ROOTS | Recognising Cultural Heritage Opportunities For Tourism SMES
SUCCESSFUL
CULTURAL HERITAGE TOURISM PARTNERSHIPS
Cultural and
Heritage sites can
describe their
admission ticket as
a full-day pass to
encourage visitors
to come and go
during the day to
shop, dine at local
restaurants or visit
other attractions.
“
”

13. INTRODUCTION
There are many ways for museums and historic sites
etc. to develop policies and practices that reflect the
approach of "what can I do for you." These are
potentially even more successful if such methods
also solve problems of tourism operators and meet
wider community needs such as inner city
revitalization. For example:
ROOTS | Recognising Cultural Heritage Opportunities For Tourism SMES
SUCCESSFUL
CULTURAL HERITAGE TOURISM PARTNERSHIPS
They can
develop
operating
schedules that
coordinate as
much as
practical with
common retail
hours.
“
”

14. INTRODUCTION
There are many ways for museums and historic sites
etc. to develop policies and practices that reflect the
approach of "what can I do for you." These are
potentially even more successful if such methods
also solve problems of tourism operators and meet
wider community needs such as inner city
revitalization. For example:
ROOTS | Recognising Cultural Heritage Opportunities For Tourism SMES
SUCCESSFUL
CULTURAL HERITAGE TOURISM PARTNERSHIPS
The
opportunities
are limitless if
everyone
recognises that
the benefits of
partnership and
packaging must
flow two ways.
“
”

15. INTRODUCTION
The key to the success of partnership and packaging
relationships is to bring potential cultural heritage
and other tourism partners together. In this regard,
government and the academic community, in
collaboration with Visitor and Convention Bureaus,
Chambers of Commerce or Economic Development
Offices, must play an important role.
ROOTS | Recognising Cultural Heritage Opportunities For Tourism SMES
SUCCESSFUL
CULTURAL HERITAGE TOURISM PARTNERSHIPS
www.rootsproj
ect.eu can
help!
“
”

16. INTRODUCTION
Bringing potential cultural heritage and other
tourism partners (private SMEs) together is the first
step along a path of communication and
understanding of what culture and tourism
operators need from each other, and
implementation of mutually beneficial opportunities.
ROOTS | Recognising Cultural Heritage Opportunities For Tourism SMES
SUCCESSFUL
CULTURAL HERITAGE TOURISM PARTNERSHIPS
www.rootsproj
ect.eu can
help!
“
”

17. www.rootsproject.eu
1. ROOTS Promotional Campaign
2. ROOTS Implementation
Manual
3. ROOTS Promotion Manual
4. ROOTS Setup Manual
5. ROOTS Training Kit
6. ROOTS online platform of
resources and community
ROOTS | Recognising Cultural Heritage Opportunities For Tourism SMES

18. www.facebook.com/rootsprojecteu/
www.rootsproject.eu
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