The toolkit was a project of Americans for the Arts and Destination Marketing Association International. Its purpose is to open a dialogue and working relationship such as joint marketing between a community’s Destination Marketing Organizations (DMO, typically a convention and visitors or tourism organization) and local arts agency that represent its cultural and heritage organizations and facilities and presenters of various types, including those in the visual and musical arts and events such as festivals and art fairs. In a joint marketing approach the DMO in- corporates cultural-heritage resources and activities in its over- all story about a destination and in its efforts to get visitors out and experiencing the resources and spending money. The role of the cultural-heritage organizations is to help create a distinctive and authentic traveler experience, distinguishing a destination through its indigenous cultural and historical resources and events.
The toolkit also describes specific areas of mutual expectation for both DMOs and cultural-heritage organizations and stakeholders. It also describes ways in which both types of organizations can lobby together for common causes and provides data on importance of culture-heritage resources for visitors in determining travel destinations. The toolkit notes nearly 18 percent of all domestic travelers have cultural and heritage events and sites as their main destination. That includes historic sites, festivals and craft fairs, museums and art exhibitions, concerts, plays, and dance.
The toolkit can be downloaded at : www.destinationmarketing.org/sites/destinationmarketing.org/