Is cultural tourism key to Barbados’ tourism diversification?
Destination marketing is thriving in the United States and around the world. One significant trend is emerging and is proving to be a real economic driver that tourism offices can easily embrace and deploy today by embracing a cultural tourism strategy.
Research from the World Tourism Organisation indicates that cultural tourists stay longer and spend more than general tourists. One study revealed that the cultural tourist spends 38 per cent more per day and stays 22 per cent longer than the average traveller.
Also, cultural travellers take one more trip than the average traveller and are more likely to share their experience with friends and on social media.
Cultural travellers visit more attractions in a destination. They search out the local cuisine, visit local bars and restaurants, shop for local crafts and buy from local artists.
Destinations are coming to realise that cultural tourists generate a far greater share of local income than their numbers would indicate. A cultural tourism strategy allows the destination to get their share and more.
Numerous studies show that the cultural traveller seeks out these kinds of experiences because they are more memorable than conventional attractions and their investment in travel not only provides a much-needed escape from their daily grind but also allows them to learn and experience something new.
Today’s travellers, especially younger segments like millennials and generation Xers, want to know the bigger world around them and seek enrichment from unique cultural experiences.
Travel planning and destination choices mirror broader trends that influence today’s travelling consumers as well as consumers in general. Traditional destination strategies don’t go far enough, often leaving opportunity for their competition.
The benefits of culture tourism are amplified through the destination’s economy, so the impact is much greater than the direct spending. Cultural tourism is a real economic driver.
More visits mean new money into the area’s economy, growing businesses and increasing tax revenues. Cultural tourism also creates new jobs, businesses, events and attractions, thus helping diversify the local economy, supports small businesses and enables them to expand; spreads economic benefits to businesses and people who aren’t included in traditional destination marketing; builds vital relationships among and within local communities; and helps encourage the development and maintenance of new/existing community amenities.
Traditional destination marketing has become a real battle for more visitors. Destinations with high visibility assets have an advantage in their marketing while others struggle to rise above the noise and clutter.
Adding a cultural tourism strategy to an existing marketing programme will help.
Money isn’t the only benefit that a cultural tourism strategy conveys. It promotes the preservation and protection of important local resources, history, local traditions and customs by providing the economic support for keeping these assets and traditions alive.
In addition, it helps improve the area’s image and pride, promotes community beautification, builds opportunities for healthy and productive community partnerships, creates increased opportunities for both local residents and visitors to enjoy the cultural arts, history and preservation and boosts local investment in cultural resources and amenities that support tourism services and encourages a culture of preservation.
Although there is a risk that this can lead to over commercialisation. A smart and strategic approach can overcome any concerns and inspire investment in things like infrastructure, amenities and quality of life resources for everyone around the destination.
The Goss Agency Inc. is a full-service marketing firm headquartered in Asheville, North Carolina.