Canada's Heritage Tourism Enthusiasts – A Special Analysis of the Travel Activities and Motivation Survey (TAMS): Executive Summary
Canadian Tourism Commission, September 2002. Profile of Canadian Domestic Heritage Tourists 2002. This report focuses on Heritage Tourism Enthusiasts – "Canadians who have taken leisure trips in Canada and exhibit a particular interest in heritage-related activities when they travel." Document (PDF, 120KB)

U.S. Heritage Travel Enthusiasts – A Special Analysis of the Travel Activities and Motivation Survey (TAMS): Executive Summary
Canadian Tourism Commission, September 2002. Profile of U.S. Heritage Tourists in Canada 2002. This report focuses on Heritage Tourism Enthusiasts – "Americans who have taken leisure trips in Canada and exhibit a particular interest in heritage-related activities when they travel." Document (PDF, 116KB)

Ontario Analyses of Travel Activities and Motivations Survey
Ontario Ministry of Tourism and Recreation. A series of research reports based on special analyses of the Travel Activities and Motivation Survey can be downloaded from the website of the Ontario Ministry of Tourism and Recreation. Some cultural tourism-related examples: Cultural and Entertainment Segmentation Report; The Opera Market of the Toronto–Oshawa Hamilton Region; The Market for Live Theatre in the Toronto–Oshawa Hamilton Region; The Market for Live Theatre, Opera & Ballet in Selected U.S. States & Cities; Aboriginal Tourism Report; The Impact of Aging the Canadian Market on Tourism in Ontario ... Document (PDF, 96KB)

Attracting Audiences in Ontario's Big Cities: Attractions at Home and while Travelling among Toronto and Ottawa Residents
City of Toronto et al., January 2002. Major attractions in the Toronto area (including the Art Gallery of Ontario, McMichael Canadian Art Collection, Ontario Science Centre, Royal Botanical Gardens, Royal Ontario Museuem, the Ontario Tourism Marketing Partnership, and the City of Toronto) provided support for Research Resolutions & Consulting Ltd. to undertake a special analysis of Statistics Canada's Tourism Activity and Motivation Survey (TAMS) from a resident perspective. The project was designed to provide attractions in the Toronto and Ottawa/Hull Census Metropolitan Areas (CMAs) with a better understanding of what types of cultural and entertainment activities residents participate in at home and when they travel. Document (PDF, 288KB)

Ontario's Overnight Cultural Tourist Market 2004 and Its Economic Impact in Ontario
Ontario Ministry of Tourism and Recreation, 2006. Document (PDF, 632KB)

Canadian – Other reports, articles, and presentations

Built Heritage: Assessing a Tourism Resource
Heritage Canada Foundation, 2001. A research report produced to stimulate discussion about built heritage as a resource for heritage tourism. The report calls for better economic impact assessment of hertiage conservation and its role in tourism development. Printed publication available from the Heritage Canada Foundation, Ottawa. Website

From the Executive Summary:
"One of the outcomes of heritage conservation is the development of tourism, which has itself become both an important element of economic development, and a key issue for the management of cultural heritage resources. This is particularly so with regard to built heritage, which is often considered to be at the heart of cultural and heritage tourism. HCF is concerned that the positive impact of built heritage on the tourism industry in Canada is not recognized to its full extent.

In addition to the important role of discrete heritage sites, such as historic buildings and museums, a sense of place is essential to the tourism product. Created by the combination of heritage buildings, their setting and relationship to other aspects of culture and landscape, sense of place is the essence of the attraction. ..."

Capitalizing on Cultural and Heritage Tourism
Greg Young (TCI Management Consultants), September 2002. Presentation at the Ontario Professional Planners Institute conference, London, ON. Website

Cultural Tourism and Business Opportunities for Museums and Heritage Sites
Ted Silberberg (Lord Cultural Resource Planning and Management), 2002. Article. Document (PDF, 228KB)

Abstract:
"Cultural tourism represents an area of significant economic benefit to museums and heritage sites. Challenging economic times in particular require cultural and heritage facilities to explore ways and means to increase attendance and self-generated revenues and to control operating expenses. Doing so requires them to look carefully at their operating policies and practices to focus on issues such as customer service, partnerships and packaging opportunities and to be open to entrepreneurial approaches while continuing to meet their heritage preservation and education mandates."

Cultural Tourism vs. Sport Tourism vs. Event Tourism (Creative City Network of Canada)
Ian Kerr-Wilson (Curator, Hamilton Civic Museums), 2003. Brief discussion paper on the frequent competition between culture and sport for tourism development funding and keeping the focus of tourism development on community development. Written for the Creative City Network. Document (PDF, 60KB)

"In a reasonable world, we would not be talking about these as separate or competing ideas... Done well, large events can kick start long term cultural, sport and recreational development. We do not always live in a reasonable world. We find ourselves competing for tourism development dollars... The key may be to stay focused on tourism (whether sport, cultural or event) as a means to an end - community development. If we lose sight of that, if we let cultural tourism be a justification for our existence rather than an aid to our viability, we may be lost. Tourism is a good servant but a bad master..." —Ian Kerr, City of Hamilton

Creative Tourism, A Global Conversation
By Rebecca Wurzburger, Tom Aageson, Alex Pattakos, & Sabrina Pratt, Editors, August 1 2009, Sunstone Press | Website

Discovering Heritage Tourism: Practical Ideas for the Tourism Industry
Canadian Tourism Commission/Heritage Canada Foundation, March 2004. Report from a Heritage Canada Foundation conference in Halifax, 2002. PDF of report available on Canadian Tourism Commission website, in Publications section. To access Publications, you need to create a (free) account on the site. Website

"Authentic tourism experiences: these are among the fastest-growing, highest-demand products in the tourism industry today.

The Heritage Canada Foundation 2002 annual conference showed that Heritage Tourism is one of the strongest segments of the market in authentic tourism experiences in Canada. More sophisticated, knowledgeable and wealthy travellers today want to learn, understand and taste authentic experiences—and heritage tourism can deliver.

Presented here are highlights of this conference specially selected for the tourism audience: destination management organizations, provincial and territorial tourism organizations, travel agents, specialty package wholesalers, and others.

The purpose is to help tourism planners and businesses to develop new products, grow their markets, and prosper in a sustainable way."

Factors Influencing Visitor's Choices of Urban Destinations in North America
Global Insight Inc. for the Ontario Ministry of Tourism and Recreation, May 21, 2004. The purpose of this study was to quantify the factors that influence consumers’ choices of large urban destinations in North America. The results of the study are meant to help planners in evaluating the tourism impacts of projects under consideration. The study includes 10 Canadian cities and 40 US cities. "Attractors" were grouped into 4 categories: Arts & Culture, Environment & Built Form, Entertainment, and Accommodation & Food. Document (PDF, 1.2MB)

The Power of Cultural Tourism
Gail Dexter Lord (Lord Cultural Resources Planning and Management), September 1999. Keynote presentation at the Wisconsin Heritage Tourism Conference. Document (PDF, 304KB)

Toronto, ON – Tourism Investment Study: Final Report (2001)
Cameron Hawkins & Associates/The Tourism Company (2001), prepared for the City of Toronto and the Province of Ontario, December 2001.
Document #1 (PDF, 4.1MB)
Document #2 (PDF, 344KB)

From Executive Summary:
"There has been a gradual decline in leisure tourism visitation to Toronto for the past decade. The decline in leisure tourism is of particular concern as it will be critical to the future success of Toronto’s tourism effort that the city be positioned as one of the top leisure and business destinations in North America.

In order to improve its tourism industry, Toronto must:

Create a favourable economic climate by removing or reducing barriers to profitability, and providing public and private sector stakeholders the tools required to compete effectively in the North American marketplace.

Continually introduce new/rejuvenated products and experiences in order to attract the urban tourist for first time and repeat visits.

Build and promote an exciting and modern image of Toronto in the marketplace.

Seek investment that will enhance tourism infrastructure such as accommodations, festival and event space and information/gathering facilities.

Support initiatives that improve and enhance internal accessibility including parking for the group tour market, public transportation and communication of street and roadway closures."

Understanding Placemaking: Economics, Politics and Everyday Life in the Culture of Cities
Bonner, Kieran. (2002). Institute of Urban Studies, Canadian Journal of Urban Research, Volume 11, Issue 1, pages 1-16. Document (PDF, 1 MB)

Visiting Audiences: A Tourism Guide for Cultural Organizations
Fraser, Scott (2001). The Greater Vancouver Alliance for Arts and Culture and Tourism Vancouver, January 2001. A document to assist cultural organizations assess their tourism opportunities. Document (PDF, 232KB)

International

Cultural and Heritage Tourism in Australia
Snapshot. Tourism Australia (2006). Document (PDF, 588 KB)

Creative Tourism New Zealand. Website

United States – Two Steps Back from an Ersatz Cultural Rendition: An Overview of Recent U.S. Heritage Tourism Success Stories
Nat Trimarchi (Principal Consultant, Rainwater Productions), 2001
Paper delivered at the Museums Australia Queensland 2001 State Conference (15-16 September) in Cairns, Australia. Website

Trimarchi provides a general overview on the subject of cultural tourism, then examines U.S. markets, products, best practices, and programs as a potential model for Australia. He highlights some useful aspects of the American model:

a concerted national thrust behind cultural tourism

a genuine broad based agenda for cultural tourism

a workable infrastructure and funding support base

real private sector involvement

a cooperative national framework to match best expertise with underdeveloped products

profiling and marketing of products across state boundaries

an expanded vision of what the ‘product’ is – and targetting artists working in communities to develop it

Case studies include the Lower East Side Tenement Museum, Connecticut's Impressionist Art Trail, the Handmade in America Festival, Harlem Heritage Tours - Jazz, Chicago Neighbourhood Tours, Walking Mary's Tour of Bisbee, the national Partners in Tourism initiative, and California's Culture Edge marketing programme.