cultural tourism
ABOUT
The Cultural Tourism Initiative (CTI) is a strategic marketing partnership between United Arts of Central Florida and Visit Orlando, designed to postion and amplify the role of arts, culture, and history as vital drivers of our region’s tourism economy.
Launched in January 2024, the initiative represents a shared commitment to position Central Florida as a world-class arts destination — where creativity and culture enhance every visitor’s experience.
Through the establishment of a dedicated Cultural Tourism Department at United Arts, this initiative brings together arts organizations, destination marketing partners, and hospitality leaders to expand awareness, engagement, and investment in our local creative ecosystem.
mission & GOALS
To integrate arts & culture into Central Florida’s tourism identity — inspiring travelers to discover, experience, and support the diverse cultural expressions that make our region America’s Most Surprising Art Scene.
- Elevate global awareness about Central Florida’s local arts & culture scene
- Extend the stay of tourists and attract new visitors
- Increase earned revenue for the cultural sector
IMPACT
Tourism is a business that contributes economically and socially to our communities, and cultural tourism is even better business. According to the Americans for the Arts’ Arts & Economic Prosperity 5 study, arts and culture travelers stay longer and spend more than other travelers, resulting in a strong economic impact for the communities with arts and culture offerings.
In addition, cultural tourism—whether you’re heading to the next town over or halfway around the world—inspires connection, empathy, and a renewed appreciation for the ways of others. Communities understand the role that arts and culture have in strengthening tourism, regional identity, and person-to- person connection. Increasingly, municipal governments have allocated local hotel/motel taxes to the arts, encouraging growth and continued investment.
The arts are the fourth largest driver of tourism and influence decisions made when planning travel. Experiences can include
brick-and-mortar establishments (e.g., museums and theaters) along with transitory events (e.g., festivals and community projects). They appeal not only to domestic audiences but also to foreign ones, with a significant number traveling specifically to experience
new cultures.
35.3 MILLION TRAVEL FOR THE ARTS
CULTURAL TOURISTS SPEND 2X MORE
ARTS ENGAGE TOURISTS OF ALL AGES
68% OF TOURISM IN U.S. DRIVEN BY ART
PROGRAMS & SERVICES
The Cultural Tourism Initiative connects audiences with arts experiences through seasonal and themed campaigns, curated programs, and industry training designed to build bridges between the local arts and culture and the travel, tourism, and hospitality sectors.
Key programs include:
A visitor-facing portal showcasing arts & cultural destinations and attractions, a calendar of events, including festivals, performances, exhibitions, and creative experiences across the region.
Development of concept and assets for multi-channel marketing campaigns around shoulder seasons: #FestivalMode (January-February), Spring into the Arts (March-May), Arts & Culture Pairings for Visit Orlando’s Magical Dining (August-September), and Fall Live + Local Music Season (September-October).
Guided tours by local experts highlighting cultural landmarks, murals, museums, and creative spaces throughout Central Florida.
Curated insider recommendations connecting visitors to neighborhood arts districts, dining, and creative attractions.
DESTINATION LOCH HAVEN CULTURAL PARK
Development of assets and a marketing campaign highlighting all the cultural organizations in Loch Haven Cultural Park.
A professional learning program for hospitality and tourism partners that equips front-line staff to promote cultural experiences with confidence.
steering committee
The United Arts Cultural Tourism Steering Committee plays a vital role in strengthening the bridge between Central Florida’s cultural community and the tourism industry. Members serve as thought partners and advocates, helping to guide strategies that position Orlando as America’s Most Surprising Art Scene.
This committee meets quarterly to share insights, foster collaboration, and ensure that cultural tourism efforts reflect both community and industry needs.
Zac Alfson
Anda Lucia Ariail
Emily Bourmas-Fry
Scottie Campbell
Colte Debbouza-Suggs
Glenn Dickerson
Flynn Dobbs
Jennifer Flood
Heather Gibson
Dominique Greco
Rob Henlon
Federico Hollander
Jasmin Hough
Nic Kessler
Vicki Landon
Laura Lewis Blischke
Cole NeSmith
Tatiana Quiroga
Janet Ray
Mabel Salazar
Cristina Venturini
Sascha Voss
Nicole Warren
1. Zac Alfson – Orlando Family Stage
2. Anda Arrail – Winter Park Arts & Culture Alliance
3. Emily Bourmas-Fry – Crealde School of Art
4. Melissa Brooks – Visit Florida
5. Rebecca Desir – Black Health Commission
6. Flynn Dobbs – City of Orlando
7. Jennifer Evins – United Arts
8. Genevive Bernard – Orlando Fringe
9. Christine Haughney – Orlando Ballet
10. Rob Henlon – Orlando International Fashion Week
11. Federico Hollander – Casa de Mexico
12. Jasmin Hough – Visit Orlando
13. Tracy Kuch – Wandering Palm Adventures
14. Vicki Landon – Orange County Arts & Cultural Affairs
15. Kawachi Clemons – Valencia College School of Arts, Entertainment, and Design
16. Laura Lewis Blischke – Rollins Museum of Art
17. Leonardo Linares – Aether Music – EcosFest
18. Tammy McCormick – Visit Orlando
19. Claudia Menezes – GoPegasus, Visit Orlando Board of Directors
20. Leah Nash – Timucua Arts Foundation
21. Cole NeSmith – Creative City Project
22. Tatiana Quiroga – Come Out With Pride, Inc.
23. Janet Ray – Dr. Phillips Center
24. Mariela Saad – Open Scene
25. Azela Santana – Orange County Regional History Center
26. Ishaan Vadhera – Visual Artist
27. Jessi VanPelt – Art & History Museums of Maitland
28. Cristina Venturini – Orlando Philharmonic Orchestra
29. Nicole Warren – Chance 2 Dance, Inc
30. Justin Williams – Curated Ascent Hospitality