This section helps you to develop an economic and profile case based on tourism.
The first part provides impressive statistics that describe the importance of heritage to Canadian and international tourists.
The second part provides ideas to help you to develop your local case.
Claiming two spots in the list of top 10 activities and experiences, heritage is a proven draw for Canadian travellers.
Visiting “historical, archaeological and world heritage sites” ranks fourth among the top 10 activities and experiences of greatest interest to Canadian travellers; “art galleries or museums” ranks seventh.
Tourists are more likely to choose heritage-related activities over other activities offered in a community.
Heritage activities rank fifth and seventh in a list of 23 activities for travellers to Canada. Travellers prioritize heritage-related activities ahead of festivals, camping, amusement parks, and shopping.
Tourists prioritize heritage over golfing, shopping, and sporting events when choosing their vacation destinations.
When considering vacation activities on which to base an entire trip, visiting “heritage sites” ranks second (out of a list of 46 options). “Art galleries or museums” ranks 11 out of 46 activities.
No matter where they come from, tourists seek out museums and heritage sites
Museums and historic sites rank among the top five trip activities for US and international tourists when visiting every region of BC.
With a return of investment of nearly 1 to 2, heritage tourism makes dollars and sense.
Heritage-related tourism is a significant contributor to BC’s economy. Of the nearly $40M invested in heritage tourism, an equal amount is generated through indirect and induced spending (e.g. hotels, restaurants, support services). The original investment also generates $34M to BC’s GDP and $5.7M in tax revenue.
$1 heritage investment = $2 spending, GDP and taxes
Use the intrinsic-instrumental-institutional framework to develop a well-rounded description of heritage tourism in your community. Here are some suggestions to help you get started. (Read this short introduction to our recommended approach to making a case.)
What are tourists saying about your site? When locals bring out-of-towners to your site, what do they say about your site?
What does your site mean to the local tourism bureau, Chamber of Commerce, and tour operators and destinations? Do they include heritage in their publications and on their websites? What do they think of your site’s contribution to tourism? Do local tourism organizations know how important heritage is to travellers?