The Cultural Traveler Guide

The Cultural Traveler Guide

The Cultural Traveler guide features exciting cultural and historic destinations along with superb shopping at the leading museum stores. The Cultural Traveler is published annually by the US Cultural & Heritage Tourism Marketing Council in partnership with Shop America Alliance. The guide reaches more than 100,000 domestic and international visitors, tour operators and travel partners through print and online versions.

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Shop Texas

Shopping in Texas is as big and exciting as its scenic vistas and rich cultural history. No matter what type of shopping experience you are craving, you are sure to find it in the Lone Star State's premier shopping malls, historic small towns, or hip urban shopping districts. From high-end couture, to outlet centers, to antique treasures, you will find just what you are looking for on your next trip to Texas.

For more information on all there is to see and do in Texas, visit

U.S. Cultural & Heritage Tourism Marketing Council‘s Partnership Services

The Cultural Traveler GuideU.S. Cultural & Heritage Tourism Marketing Council’s Mission is to market our country’s cultural and heritage tourism to both the domestic and the international traveler.

US Cultural & Heritage Tourism Marketing Council Partnerships are open to all U.S. cultural and heritage organizations and destinations engaged in cultural and heritage travel marketing.

Shopping related organizations and destinations are invited to join USCHT’s partner organization, Shop America Alliance. Shop America Alliance Partnership is open to all shopping centers, outlets, retailers, restaurants, brands, downtowns/associations and destinations actively engaged in travel marketing. Full Details

Key Partnership Benefits of USCHT Marketing Council

  1. Online Cultural & Heritage Tourism Marketing
    Dedicated web page at to promote your tourism marketing and public relations including a description of your destination and the cultural and heritage experiences available to visitors plus photos, logos and links to your packages. In addition you have a link to your website and to The Cultural Traveler’s Social Media initiatives including Facebook, Pinterest, Twitter and LinkedIn.
  2. Cultural Traveler Tour Packaging and Marketing
    USCHT partners with you to develop and market your cultural and heritage tours and offers extensive exposure on major travel websites. Your packages will be unique and go beyond the usual packaged tours, to feature “And More” experiences!  We focus on the WOW Factor-- tell a story, be memorable, add value and enrich the visitor’s experience. These commissionable tours are sold on, and major travel websites such as Travelocity and Orbitz. These sites provide valuable exposure to promote your organization and the destinations in your packages.  In addition, your packages can be sold on your website and via your hotel partners.
  3. The Cultural Traveler guide
    The Cultural Traveler GuideThe Cultural Traveler guide is an attractive advertorial formatted annual publication and on companion websites, and has met with excellent reviews throughout the industry. USCHT co-publishes The Cultural Traveler in partnership with Shop American Alliance. Distribution includes 6,000 copies at IPW as well as other top U.S. and international travel trade events. In addition, participants are included in The Cultural Traveler E-blast sent to more than 30,000 travel agents and tour operators in the U.S., Canada and worldwide.
  4. ONE Travel Conference and SASI-ONE Awards
    ONE logoThe ONE Travel Conference for Shopping, Dining and Cultural Tourism is an executive level networking and business development conference held annually. It is produced by USCHT in partnership with Shop America Alliance. In addition, marketing excellence is recognized with the SASI-ONE Awards at the conference including the USCHT’s award to the Cultural & Heritage Tourism Destination of the year.  More Information.
  5. Tourism Marketing at Travel Trade Events
    USCHT promotes your packages as well as the global awareness of the major economic impact of Cultural & Heritage Tourism in more than 12 leading Travel Trade Events and sales missions annually including IPW (International Pow Wow),  La Cita, Expo Vacaciones, World Travel Market, Go West Summit, UK Sales Mission, ABA, NTA, ITB, and the ONE Travel Conference.
  6. Public Relations Services
    USCHT develops and distributes its official media kit each year at IPW featuring news and photos from all participating USCHT partners. These releases are also posted online at In addition, USCHT features our partners in articles in The Cultural Traveler guide and other publications.
  7. Tourism Research, Media & Trends Reports
    USCHT monitors and reports on tourism trends and cultural and heritage developments via ongoing partner communications and The Cultural Traveler E-newsletter. In addition, USCHT is a recognized source for media information on cultural and heritage trends and often refers the media to our partners The “Marketing Cultural & Heritage Tourism” book, authored by Rosemary McCormick, Co-Founder of USCHT and President of Shop America Alliance, was recently published by the Museum Store Association in partnership with Shop America Alliance and USCHT. USCHT recently completed the 2013 U.S. Cultural & Heritage Traveler study conducted by Mandala Research.
  8. Educational Support & Counsel
    USCHT provides our partners ongoing education with speakers on Cultural & Heritage Tourism, by participating in major tourism meetings and offering tourism counsel to our partners upon request. USCHT is often invited to present at international, national and state conferences providing an opportunity to highlight our partners’ cultural and heritage initiatives. Among conferences that Sheila Armstrong has presented on behalf of USCHT are Marketing Outlook Forum, North Carolina Governor’s Conference, Nevada Governor’s Conference, California Cultural Conference and the Southeast Tourism Society Conference. In addition, we have a speakers bureau that offer seminars and webinars on marketing to the cultural and heritage traveler and our research findings.
  9. Tourism Partnership & Contacts
    The centrifugal force of the travel industry is the strength of the relationships and partnerships that are forged by working in tandem for the benefit of all. As the sister organization of USCHT, Shop America partners with our organization on many initiatives and provides excellent opportunities with leads, contacts and business development. In addition, USCHT has relationships with the Department of Commerce/Office of Travel & Tourism Industries, U.S. Travel Association, the U.S. Travel Experience Network (formerly known as National Council of Attractions,) Museum Store Association, American Alliance of Museums, Mandala Research, National Trust for Historic Preservation, National Geographic Traveler and Southeast Tourism Association, representing USCHT partners and providing additional representation and leadership.
  10. Leadership & National Representation
    USCHT provides cultural and heritage tourism representation and leadership on the national front. Sheila Armstrong, President of USCHT,  on the U.S. Travel Association, the National Council of Attractions and the Shop America Alliance Board of Directors and the Brand USA Marketing Advisory Committee. She participates in national events such as Destination: Capitol Hill and National Tourism Day. She recently served on the U.S. Travel and Tourism Advisory Board (TTAB) at the invitation of Gary Locke, Secretary of Commerce. An example of the results of these leadership opportunities is the support USCHT contributed to the passage of the Travel Promotion Act resulting in the formation of Brand USA. Another is the active role of the marketing committee of the TTAB to recommend to the Secretary of Commerce ways we can improve the experience of visitors traveling to the USA.
  11. Leadership Opportunities for USCHT Partners
    Partners of USCHT are invited to be active partners in the USCHT Advisory Committee, serving in a variety of capacities including the planning of the ONE Travel Conference, E-newsletter information and the development and support of USCHT initiatives such as The Cultural Traveler guide, website, market research topics and questions, etc.
  12. Affiliation with Industry Leaders
    USCHT partners include U.S. Department of Commerce/Office of Travel & Tourism Industries, Visit California, VISIT FLORIDA, Vermont Department of Tourism, The Nevada Commission on Tourism, North Carolina Department of Tourism, Travel Portland, Shop America Alliance, Atlanta CVB, New Orleans CVB, Savannah CVB, Macon CVB, Pasadena CVB, Sarasota CVB, Hilton Head VCB,  St. Johns County Cultural Council (St. Augustine & Ponte Vedra), Myrtle Beach CVB, Loveland CVB, Visit Alexandria-- and more!

The Archives

Our archive collection offers convenient online search of all of the cultural and heritage destinations and museum stores featured in the past 4 years of The Cultural Traveler Guidebook. Start your search now!