A 1997 study funded by AHC, the Arizona Community Foundation,
Arizona Office of Tourism, and the Museum Association of Arizona
(MAA), produced impressive facts and statistics regarding the
condition of cultural heritage tourism in the country at large
and the vast potential
for an improved economy
through cultural heritage
tourism that awaited Arizona.
AHC took the findings and
produced a 16-page booklet
that outlined how Arizona is
poised for success in the
cultural heritage arena, the
changes such an initiative could
produce, and the need to develop products to help cultural institutions
improve their products and market themselves more effectively.
The booklet, distributed widely throughout the state to cultural,
heritage, tourism, and government entities concerned with Arizona’s
economy and quality of life, had the positive effect of convincing
some major players to join hands over the cultural heritage tourism
table.
Through that study, AHC identified the three key communities
that had to be involved in order to advance effective cultural
heritage tourism programs: the museum and cultural sites themselves,
tourists, and economic development organizations. From there,
AHC set out to find appropriate partners to help develop methods
and products for each segment.
Working jointly with MAA, using an Institute of Museum and Library
Services grant, AHC researched and produced the 48-page workbook,
Cultural Heritage Tourism. This guide helps historical and heritage
institutions develop cultural-based tourism attractions by addressing
topics such as deciding when your community is ready for tourism,
knowing if your institution is ready, developing partnerships,
developing products to tell your story, marketing and advertising,
and where to turn for further assistance.
The preface to the 2000 workbook states “While there exists
considerable research supporting the economic and quality of
life benefits of cultural heritage tourism... little information
is available about how to actually do it…This workbook
addresses that void, by identifying issues to consider and offering
step-by-step examples, many of them drawn from case studies.”
To reach out to tourists, AHC revised its website, Arizona History
Traveler, dramatically improving the online resource to help
potential travelers plan a visit to suit their every desire.
Natural and
cultural attractions
are highlighted by clearly defined geographical regions at www.azhistorytraveler.org.
AHC addresses the business end of cultural heritage tourism
with its recently produced CD-ROM, Cultural Heritage Tourism:
Economic Development and Quality of Life. Narrated by historian
Marshall Trimble, the PowerPoint presentation describes how communities
can bolster their local economies and nourish their quality of
life through effective cultural heritage tourism. Including demonstrations
of how cultural heritage sites and businesses can work together
to develop jointly beneficial
initiatives, the CD-ROM is distributed to chambers of commerce,
offices of tourism, convention and visitors bureaus, and other
economic development agencies throughout the state. “We’re
using this tool to say to these groups, ‘If you’re
in tourism and not considering cultural heritage, you could be
overlooking something significant in your community,’” says
Shilling.
An adjunct to the CD-ROM is a brochure designed by MAA that
outlines the economic impact that museums bring to a region.
Also from MAA is a 30-second
television public service announcement that makes the same case.
MAA and AHC encourage the use of these materials by museums and
other cultural heritage sites to help them build awareness of
their potential economic contributions to the community.
Timeline
1997 - Multiple agencies fund informational
booklet to promote economic benefits of cultural heritage tourism
1998-99 - AHC seeks funding and in-kind
partners for product and program development
2000 - Cultural Heritage Tourism workbook
produced by AHC with support from four state agencies
MAA produces promotional brochure and PSAs
CD-ROM presentation completed
Arizona History Traveler website unveiled
2001 - AHC lobbies legislature for funding
on behalf of cultural heritage sites statewide
A 1997 study funded by AHC, the Arizona Community Foundation,
Arizona Office of Tourism, and the Museum Association of Arizona
(MAA), produced impressive facts and statistics regarding the
condition of cultural heritage tourism in the country at large
and the vast potential
for an improved economy
through cultural heritage
tourism that awaited Arizona.
AHC took the findings and
produced a 16-page booklet
that outlined how Arizona is
poised for success in the
cultural heritage arena, the
changes such an initiative could
produce, and the need to develop products to help cultural institutions
improve their products and market themselves more effectively.
The booklet, distributed widely throughout the state to cultural,
heritage, tourism, and government entities concerned with Arizona’s
economy and quality of life, had the positive effect of convincing
some major players to join hands over the cultural heritage tourism
table.
Working jointly with MAA, using an Institute of Museum and Library
Services grant, AHC researched and produced the 48-page workbook,
Cultural Heritage Tourism. This guide helps historical and heritage
institutions develop cultural-based tourism attractions by addressing
topics such as deciding when your community is ready for tourism,
knowing if your institution is ready, developing partnerships,
developing products to tell your story, marketing and advertising,
and where to turn for further assistance. 
To reach out to tourists, AHC revised its website, Arizona History
Traveler, dramatically improving the online resource to help
potential travelers plan a visit to suit their every desire.
Natural and
cultural attractions
are highlighted by clearly defined geographical regions at 
