What can culture do for tourism?

Andrew BackhouseHeritage Tourism Executive for the

North West

Importance of heritage townscapes for shopping/business

Mosaics of types of activity – cultural quarters

Traditional heritage attractions need to revisit what customers want

What does the customer want?Quality

Joined upNew things

Food and retailStories and experiences

QualityWelcome

ServiceFacilities

Interpretation

Joined upFrom enquiry to delivery – web?

Packages with other placesAccommodation and other offers – a

part of the cultural offer

New thingsA range of experience

EventsPR

Repeat visitsNew audiences

Food and retailHow many people invest in quality

shop training and support?People like shopping!Regional foods - USPs

Stories and experiencesGhosts

EnjoyableFirst person

What does the visitor see/experience?

Lancaster – a series of unpolished jewels

Museums and TheatresCastleChurches and CathedralTownscapeCanalAshton Memorial – and Park

Image is all…

Image is all…

Lancaster Heritage Partners – Lancaster Unlocked

Don’t miss...The Edwardian Costumed BallGraffiti tours of the Castle

Tea Party at the Cathedral

Lord Ashton’s guided walks

Puppet shows at the museum

Film shows of old Lancaster

And of course, ghost stories ...