Cultural Tourism - A Place-Based Approach - University of Victoria

Monday, March 30, 2015 to Saturday, April 4, 2015

Join instructor, Steven Thorne, in Victoria, BC, from Mar 30-Apr 4, 2015 to explore how to make the most of the fast-growing market for cultural tourism. Whether you manage or market a museum, gallery, festival, heritage attraction or other cultural experience, or work for an economic development agency or destination marketing organization, this course offers marketing tools and development strategies that will help you succeed. Special emphasis will be placed on the theory and practice of "place-based" cultural tourism in the context of destination planning.

In this course you will develop your ability to: 

  • Understand the rise of cultural tourism as a market segment
  • Think critically about what cultural tourism is, and what it is not
  • Identify key factors that make cultural tourism experiences exportable
  • Appreciate the role of “place” in conceiving a cultural tourism initiative
  • Weigh the advantages of a place-based approach to cultural tourism vs. attractions-based approaches
  • Understand key principles in site interpretation and place interpretation
  • Understand key principles of cultural tourism marketing
  • Consider issues of cultural authenticity, integrity, and preservation
  • Build community support for cultural tourism initiatives 
  • Plan a cultural tourism initiative

Steven Thorne has worked in Canada’s cultural sector for 35 years as a cultural educator, manager, and consultant. For the past decade, he has specialized in planning and developing cultural tourism destinations. Steven’s clients have included Tourism BC, Tourism PEI, Ontario’s Ministry of Tourism, Parks Canada, and Canadian cities, towns, and institutions from British Columbia to Newfoundland. Most recently, he authored A Tapestry of Place: Whistler's Cultural Tourism Development Strategy, designed to help North America's pre-eminent ski destination diversify its tourism offering through cultural tourism.

Fee: CAD $642.97 (Canadian funds, credit and non-credit participation options).

For more information or to register: or contact Tusa Shea, Program Coordinator at .