Welcome to

Culture and Heritage Tourism

Promoting Heritage Site[ ]

Guidebooks are a popular source of information for trip planning and are available for

almost every country and region of the world. Because guidebook information is constantly

chaanging, new editions are regularly updated, and editors are usually willing to publish

information free of charge. This presents an opportunity to have information on a site and

local attractions and services distributed to a wide audience.

International tourist guidebooks can be a

free source of promotion.

Travel magazines and newspapers publish information on tourism attractions free of charge and local radio and television stations

broadcast such information as a public service

Supplying information to travel magazines, newspapers, radio and the internet is another cost

effective way to promote a site.

They can be mailed to national tourism offices, included in promotional information sent to tour operators, newspapers, magazines, radio and

television stations and distributed to hotels. However, unlike other types of promotional material, brochures are costly to produce, and should be designed to remain valid over a long period of time. Most people who

receive brochures read them. However, research has found that brochures are likely to exert more influence on people who have not visited a site before

and less likely to attract repeat visitors.

Brochures can be used to distribute site information to a wide range of audiences.

Tour operators are always on the lookout for new attractions to sell to their clients. Operators, particularly companies that specialise in activities offered at the site, will appreciate receiving a brochure and any information about the local community. Direct contact with tour operators bypasses travel agencies and improves the chances of a positive response.

Contacting tour operators directly is a useful means of interesting them in a site.

Producing an information package to area attractions

and services can help direct benefits to local residents.

If one of the goals of a site’s tourism programme is to benefit local

communities, a multilingual community guide sheet may be a valuable

promotional tool. It can direct visitors to neighbouring destinations and

attractions, providing a detailed picture of what the area offers,

including dining, shopping and accommodations

National tourism offices or embassies can be a free and effective means of distributing promotional materials.

Tour operators are always on the lookout for new attractions to sell to their clients. Operators, particularly companies that specialise in activities offered

at the site, will appreciate receiving a brochure and any information about the local community. Direct contact with tour operators bypasses travel agencies

and improves the chances of a positive response.

The day can be scheduled to coincide with a cultural celebration at the site, or it could be a yearly event held to mark the beginning of the tourist

season. Tour operators, hotel owners and government officials who belong to the site’s advisory group can be recruited to play a role. These

stakeholders usually have press contacts and may be interested in obtaining media coverage of their activities or businesses.

Holding a press day can be an effective way to introduce a site to the media.