Cultural Tourism

Your cultural tourism editorial argued that, with nearly five million visitors each year, Springdale does not need to attract more tourists. I agree. However, cultural tourism deserves consideration from another perspective: it may not increase visitor numbers, but it can benefit residents and improve the experience of those who will continue to visit Zion National Park. Several years ago, while preparing a grant proposal for Zion Canyon Mesa, I researched cultural tourism as both an economic driver and a means of strengthening communities. Although some of that research is now dated, its central findings remain relevant.

Key findings include:

• Heritage travelers tend to stay longer at their destinations and spend more than other travelers.
• Travelers report that trips are more memorable when they include a heritage or cultural activity that offers an opportunity to learn.
• Many visitors report extending their stays because of cultural activities, and most of these travelers use local lodging, including hotels, motels, bed-and-breakfasts, and campgrounds.
• Heritage travelers also tend to contribute more to local economies, spending an average of $166 more per trip than other travelers. (http://www.destinationanalysts.com/wp-content/uploads/2016/03/TheStateoftheAmericanTravelerJuly2008.pdf) (http://culturalheritagetourism.org/category/tourism-faqs/)

As with any form of tourism, cultural tourism can also have adverse effects, including a higher cost of living for residents, increased pollution, and environmental strain. Nevertheless, its potential economic, social, and environmental benefits merit consideration:

Economic benefits:

• Cultural tourism can create opportunities for businesses and residents to benefit financially from the community’s heritage, strengthening incentives to value and preserve it.
• It can broaden visitors’ perspectives and encourage support for the preservation of local heritage and culture.

Social benefits:

• It can support the preservation of local traditions, customs, and culture. Demand for authentic experiences and traditional products can provide economic support for sustaining related skills and practices.
• It can strengthen community identity and pride, encourage beautification, and foster productive relationships and partnerships.
• It can create meaningful opportunities for residents and visitors who value the arts, history, and preservation, while encouraging investment in heritage resources and amenities.

Environmental benefits:

• It can foster a culture of preservation.
• It can increase awareness of the area’s significance.
• It can encourage residents and visitors alike to consider their impact on the natural and built environment.

Cultural tourism can enhance Springdale’s healthy, vibrant, and well-rounded community—not by attracting more visitors, but by encouraging more positive and respectful behavior among those who already come. Achieving that benefit will require careful planning to ensure that adverse effects do not outweigh the gains, but that is something we know we can do. Cultural tourism has a legitimate place as a goal or objective in Springdale’s General Plan.