You might ask what has tourism got to do with arts and culture? Well, there are two main reasons to consider.
Cultural tourism provides visitors with an opportunity to understand the essential character and culture of a place: its spirit, identity, heritage, values, traditions and sense of place.
Two propositions in relation to cultural tourism are now well established by various studies:
- Across the globe, cultural tourism is one of the major growth sectors of tourism so any area with an appropriate cultural product will see an increase in visitation.
- Cultural tourism has a higher yield with cultural tourists generally spend more than other tourist types. And they stay longer!
Support for these propositions can be found not only internationally but in Australia. Major references include the comprehensive research undertaken by Tourism Victoria in its Arts, Theatres and Cultural Tourism Action Plan 2010-2014 and the 2009 Snapshot of Cultural Tourism by what is now Destination NSW.
Our Potential Audience
Tourism has the potential to deliver many more people to your venue or event rather than simply focus only on the locals who live in your community. The North Coast, which includes the Mid North Coast is now the 3rd most visited destination with Australians after Sydney and Melbourne.
Latest figures indicate domestic tourists spend 10 million visitor nights on the Mid North Coast, that is 10 million days when they might take the opportunity to explore a gallery, go to an event or performance or explore our shared stories.