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Learn the Value of Cultural Tourism In Today’s Shifting Landscape

Cultural Tourism In Today’s Shifting Landscape:

Engaging Communities, Elevating Experiences, Driving Impact

with Sarah Benoit and Richard Peterson

Cultural tourism is being redefined by today’s discerning traveler, seeking authenticity, connection, and meaning. Join the US Cultural & Heritage Marketing Council for this interactive session as we explore how destinations and cultural organizations can align community stewardship, tourism engagement, and cultural diplomacy to create experiences that resonate more deeply and deliver measurable impact.

Drawing from USCHMC’s national and globally inclusive-centered work, this webinar will provide practical frameworks and real-world insights to help you move from concept to action, strengthening partnerships, activating cultural assets, and positioning your community for long-term cultural tourism success.

Why Attend?

Engage Communities as Co-Creators:
Strategies to authentically involve local voices, artists, and cultural leaders in shaping visitor-ready experiences.
Design Experiences for the Discerning Traveler:
How to translate cultural assets into compelling, bookable, and meaningful tourism products.
Align Partners for Collective Impact:
Proven approaches to connect DMOs, cultural institutions, and public/private stakeholders around shared goals.
Drive Measurable Cultural & Economic Value:
Tools and examples to demonstrate impact, sustain funding, and scale cultural tourism initiatives.

Join us for our next Learn Tourism Talks Free Webinar

📅 Date: Wednesday, April 8, 2026

🕒 Time: 12:10 – 1 PM Eastern / 9:10 – 10 AM Pacific

💻 Location: Zoom

Webinar Recordings & Recaps

A recording and the slide deck will be shared with everyone who registers by email newsletter two days after the webinar. You can also check out our webinar archives, as well as our YouTube channel.

Special Guest Richard W. Peterson

Richard is President & CEO of the U.S. Cultural & Heritage Marketing Council (USCHMC) and an internationally recognized leader in cultural heritage tourism, destination marketing, and community engagement. With 25+ years in international tourism, he leads community-centered initiatives that connect people, culture, and place, advancing sustainable
tourism and local economic vitality.

Testimonials

"The Academy is important as the success of retaining and attracting diverse talent to this industry is directly correlated to the level of involvement in outreach, education and opportunities."

Elliott ferguson President & CEO, Destination DC

"The Academy focuses on developing best practices in the tourism industry. By bringing together tourism professionals, who freely share successes and challenges, The Academy is well positioned to have an important role in sustaining the industry."

Lisa Curtin COO, Caldwell CPAs

"It's important because education and mentorship are two of the most important tools, besides experience, in expanding the knowledge base and skill sets of our rising workforce and future leaders."

Amir Eylon President & CEO, Partner at Longwoods International