"Cultural Tourism is a genre of special interest tourism based on the search for and participation in new and deep cultural experiences, whether aesthetic, intellectual, emotional, or psychological" (Stebbins 1996). It enables the State of Florida to market its rich and diverse cultural events to it citizens and visitors alike.

Broadening participation in the arts, increasing opportunities for artists, preserving and promoting our cultural resources and investing in communities' quality of life are among the reasons state arts agencies are key players in supporting and leading cultural tourism initiatives. Successful cultural tourism projects depend on collaboration, assessment, research, marketing and visitor service, as well as the development of successful strategies linking the arts and tourism in communities.

FLORIDA FACTS

• More than one in six tourists visiting Florida in 1997 reported they enjoyed Florida's arts and cultural programming (18%). This percentage excludes commercial entertainment such as Disney World.
• Tourists who enjoy Florida's arts and cultural programming (cultural tourists) have a larger economic impact than do tourists in general. These cultural tourists spent an average of $348.84 each while visiting Florida, compared to $291.16 spent by other individual tourists. Cultural tourists spent more than other tourists because they stayed for a longer period of time.
• The spending of cultural tourists amounted to $2.9 billion in 1997. This spending created $5.6 billion in gross state product, as well as more than 64,000 jobs, and $1.7 billion in wages.

Source: The Economic Impact of the Florida Arts and Cultural Industry, (PDF download) William Stronge, 2000

RESOURCES

Partners in Tourism: Culture and Commerce

National Assembly of State Arts Agencies

Travel Industry Association of America

The Cultural Policy & the Arts National Data Archive (CPANDA)

How States Are Using Arts and Culture to Strengthen Their Global Trade Development - A briefing from the National Governors Association illustrates how states are expanding international trade opportunities through culture. Case studies demonstrate ways that the arts encourage tourism, strengthen business networks, build "brand identity" and position states for success in a global marketplace.