Cultural tourism: a how-to guide

This Ireland-based guide provides information on the tourism sector and practical approaches for including visitors in audience development strategies. This guide has been published as part of the Arts Audiences: Build your Audience scheme 2011, which focused on cultural tourism by providing the services of marketing consultant Annette Nugent to two arts organisations for particular cultural tourism audience development initiatives. This guide complements that work by providing information on the tourism sector and practical approaches for including visitors in your audience development strategies. These and other research findings indicate that a motivated and inclined subset of visitors to Ireland are interesting in knowing about and experiencing Ireland’s contemporary and ‘living’ culture. Over the following pages, this guide looks at how those of us working with contemporary culture - performing and visual arts, film, literature, architecture, etc - might engage with the Irish visitor market in a relevant and targeted way to bring those visitors to our venues and events in larger number