U.S. Cultural & Heritage Tourism Marketing Council‘s Partnership Services

The Cultural Traveler GuideU.S. Cultural & Heritage Tourism Marketing Council’s Mission is to market our country’s cultural and heritage tourism to both the domestic and the international traveler.

US Cultural & Heritage Tourism Marketing Council Partnerships are open to all U.S. cultural and heritage organizations and destinations engaged in cultural and heritage travel marketing.

Shopping related organizations and destinations are invited to join USCHT’s partner organization, Shop America Alliance. Shop America Alliance Partnership is open to all shopping centers, outlets, retailers, restaurants, brands, downtowns/associations and destinations actively engaged in travel marketing. Full Details

Key Partnership Benefits of USCHT Marketing Council

  1. Online Cultural & Heritage Tourism Marketing
    Dedicated web page at TheCulturalTraveler.com to promote your tourism marketing and public relations including a description of your destination and the cultural and heritage experiences available to visitors plus photos, logos and links to your packages. In addition you have a link to your website and to The Cultural Traveler’s Social Media initiatives including Facebook, Pinterest, Twitter and LinkedIn.
  2. Cultural Traveler Tour Packaging and Marketing
    USCHT partners with you to develop and market your cultural and heritage tours and offers extensive exposure on major travel websites. Your packages will be unique and go beyond the usual packaged tours, to feature “And More” experiences!  We focus on the WOW Factor-- tell a story, be memorable, add value and enrich the visitor’s experience. These commissionable tours are sold on TheCulturalTraveler.com, ShopAmericaTours.com and major travel websites such as Travelocity and Orbitz. These sites provide valuable exposure to promote your organization and the destinations in your packages.  In addition, your packages can be sold on your website and via your hotel partners.
  3. The Cultural Traveler guide
    The Cultural Traveler GuideThe Cultural Traveler guide is an attractive advertorial formatted annual publication and on companion websites, TheCulturalTraveler.com and has met with excellent reviews throughout the industry. USCHT co-publishes The Cultural Traveler in partnership with Shop American Alliance. Distribution includes 6,000 copies at IPW as well as other top U.S. and international travel trade events. In addition, participants are included in The Cultural Traveler E-blast sent to more than 30,000 travel agents and tour operators in the U.S., Canada and worldwide.
  4. ONE Travel Conference and SASI-ONE Awards
    ONE logoThe ONE Travel Conference for Shopping, Dining and Cultural Tourism is an executive level networking and business development conference held annually. It is produced by USCHT in partnership with Shop America Alliance. In addition, marketing excellence is recognized with the SASI-ONE Awards at the conference including the USCHT’s award to the Cultural & Heritage Tourism Destination of the year.  More Information.
  5. Tourism Marketing at Travel Trade Events
    USCHT promotes your packages as well as the global awareness of the major economic impact of Cultural & Heritage Tourism in more than 12 leading Travel Trade Events and sales missions annually including IPW (International Pow Wow),  La Cita, Expo Vacaciones, World Travel Market, Go West Summit, UK Sales Mission, ABA, NTA, ITB, and the ONE Travel Conference.
  6. Public Relations Services
    USCHT develops and distributes its official media kit each year at IPW featuring news and photos from all participating USCHT partners. These releases are also posted online at TheCulturalTraveler.com. In addition, USCHT features our partners in articles in The Cultural Traveler guide and other publications.
  7. Tourism Research, Media & Trends Reports
    USCHT monitors and reports on tourism trends and cultural and heritage developments via ongoing partner communications and The Cultural Traveler E-newsletter. In addition, USCHT is a recognized source for media information on cultural and heritage trends and often refers the media to our partners The “Marketing Cultural & Heritage Tourism” book, authored by Rosemary McCormick, Co-Founder of USCHT and President of Shop America Alliance, was recently published by the Museum Store Association in partnership with Shop America Alliance and USCHT. USCHT recently completed the 2013 U.S. Cultural & Heritage Traveler study conducted by Mandala Research.
  8. Educational Support & Counsel
    USCHT provides our partners ongoing education with speakers on Cultural & Heritage Tourism, by participating in major tourism meetings and offering tourism counsel to our partners upon request. USCHT is often invited to present at international, national and state conferences providing an opportunity to highlight our partners’ cultural and heritage initiatives. Among conferences that Sheila Armstrong has presented on behalf of USCHT are Marketing Outlook Forum, North Carolina Governor’s Conference, Nevada Governor’s Conference, California Cultural Conference and the Southeast Tourism Society Conference. In addition, we have a speakers bureau that offer seminars and webinars on marketing to the cultural and heritage traveler and our research findings.
  9. Tourism Partnership & Contacts
    The centrifugal force of the travel industry is the strength of the relationships and partnerships that are forged by working in tandem for the benefit of all. As the sister organization of USCHT, Shop America partners with our organization on many initiatives and provides excellent opportunities with leads, contacts and business development. In addition, USCHT has relationships with the Department of Commerce/Office of Travel & Tourism Industries, U.S. Travel Association, the U.S. Travel Experience Network (formerly known as National Council of Attractions,) Museum Store Association, American Alliance of Museums, Mandala Research, National Trust for Historic Preservation, National Geographic Traveler and Southeast Tourism Association, representing USCHT partners and providing additional representation and leadership.
  10. Leadership & National Representation
    USCHT provides cultural and heritage tourism representation and leadership on the national front. Sheila Armstrong, President of USCHT,  on the U.S. Travel Association, the National Council of Attractions and the Shop America Alliance Board of Directors and the Brand USA Marketing Advisory Committee. She participates in national events such as Destination: Capitol Hill and National Tourism Day. She recently served on the U.S. Travel and Tourism Advisory Board (TTAB) at the invitation of Gary Locke, Secretary of Commerce. An example of the results of these leadership opportunities is the support USCHT contributed to the passage of the Travel Promotion Act resulting in the formation of Brand USA. Another is the active role of the marketing committee of the TTAB to recommend to the Secretary of Commerce ways we can improve the experience of visitors traveling to the USA.
  11. Leadership Opportunities for USCHT Partners
    Partners of USCHT are invited to be active partners in the USCHT Advisory Committee, serving in a variety of capacities including the planning of the ONE Travel Conference, E-newsletter information and the development and support of USCHT initiatives such as The Cultural Traveler guide, TheCulturalTraveler.com website, market research topics and questions, etc.
  12. Affiliation with Industry Leaders
    USCHT partners include U.S. Department of Commerce/Office of Travel & Tourism Industries, Visit California, VISIT FLORIDA, Vermont Department of Tourism, The Nevada Commission on Tourism, North Carolina Department of Tourism, Travel Portland, Shop America Alliance, Atlanta CVB, New Orleans CVB, Savannah CVB, Macon CVB, Pasadena CVB, Sarasota CVB, Hilton Head VCB,  St. Johns County Cultural Council (St. Augustine & Ponte Vedra), Myrtle Beach CVB, Loveland CVB, Visit Alexandria-- and more!
“We can be much more impactful as a collective group (marketing cultural and heritage tourism) than we can marketing individually.”

– Roger Dow, President of the U.S. Travel Association

Enroll Now!

USCHT Partner Enrollment form

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“Every community is rich in culture and heritage that can be marketed to travelers. Our own communities are more layered than we realize. We need to get better at communicating all of the U.S. to all of the world.”

– Adair Margo, Past Chairman of the President's Committee on the Arts and the Humanities.

USCHT Partner Fees

The U.S. Cultural & Heritage Tourism Marketing Council LLC welcomes partnerships with all cultural and heritage organizations and destinations engaged in cultural and heritage tourism marketing. USCHT offers a wide range of services and opportunities.

$10,000 Sustaining Partnership – includes customized benefits.
$5000 Combination of Partnership – includes two packages developed and marketed and two pages in The Cultural Traveler guide.
$2000 Partnership – includes two packages developed and marketed.

USCHT’s fiscal year is January 1 to December 31. Annual dues must be current to be listed in USCHT’s publications and website and to participate in The Cultural Traveler packages, advertising, trade shows and other marketing benefits and opportunities. Partners are invoiced annually. Prorated fees apply for new members after June 1.

“Culture and Heritage Tourism-defined as travel directed toward experiencing the arts, heritage and special character of a place - is a $41 billion industry and a leading sector in tourism.”

– John Nau III, Past Chairman of the Advisory Council on Historic Preservation


The CHT Marketing Council is a direct outcome of the U.S. Cultural & heritage Tourism Summit held October 6-8, 2005 in Washington, DC. In partnership with the U.S. Department of Commerce, The President’s Committee on the Arts and the Humanities, Shop America Alliance, Partners in Tourism and American Express, the Summit successfully brought together over 400 delegates and distinguished leaders in cultural and heritage tourism from all 50 U.S. States, the District of Columbia and U.S. Virgin Islands. This event served to catalyze enhanced interest in U.S. Cultural & Heritage Tourism, one of the nation's most valuable assets. 
Cultural and Heritage Tourists are more affluent, stay longer and leave behind a greater impact on the economy. They tend to visit more destinations and seek out a well-rounded travel experience.*

U.S. Cultural & Heritage Tourism Marketing Council

U.S. Cultural & Heritage Tourism Marketing Council LLC (USCHT) is a travel trade association with a mission to market U.S. cultural and heritage tourism experiences both nationally and internationally. USCHT represents leading U.S. tourism destinations, attractions and travel partners engaged in marketing U.S. cultural and heritage to travelers throughout the United States and around the world. The council plays a vital, marketing oriented and entrepreneurial role, supporting and complementing other tourism industry groups engaged in cultural and heritage tourism initiatives at national, state and local levels.

In partnership with Shop America Alliance, USCHT produces the annual guide The Cultural Traveler and the annual ONE Travel Conference for Shopping, Dining and Cultural Tourism and markets over 60 cultural and culinary tours in 27 destinations on behalf of its partners at TheCulturalTraveler.com and through leading tour and travel partners. In addition, USCHT conducts market research on The Cultural and Heritage Traveler and publishes The Cultural Traveler E-Newsletter. For more information, please contact us.