Museums, cultural organizations and heritage sites have traditionally been among the most popular visitor attractions for both domestic and international tourists. Tourism has extensive economic, social and political influence in all major markets.
Creating the cultural connection with tourism partnerships provides engagement opportunities with the museum’s key visitor markets. The cultural institution’s importance to the community is a reflection of its mission. When a cultural organisations engages with its public then it is fulfilling its highest goal. Partnerships play a key role in providing this engagement.