Coalition to Tout Cultural Diversity to Lure Visitors

A coalition including California’s three largest cities is expected to announce today an ambitious public-private campaign to lure tourists to cultural attractions and into neighborhoods beyond Disneyland and other major attractions.

The California Cultural Tourism Coalition, formed to promote the state’s cultural attractions in Los Angeles, San Diego and San Francisco, will unveil its $1.5-million campaign at the Japanese American National Museum.

The campaign features booklets and a Web site highlighting ethnic and cultural destinations in the three cities.

By coaxing tourists into neighborhoods, organizers hope visitors will stay in Los Angeles and the other cities for longer periods and spend more money on their visits.

There are, for instance, 13 itineraries being promoted that highlight Latino, African American, Asian, Jewish heritages and gay and lesbian culture. Other tours include architecture, cars and transportation and contemporary art. “We would like people to come more often and to stay longer,” said Robert Barrett, who heads the cultural tourism office at the Los Angeles Visitors and Convention Bureau. “By organizing our rich cultural destinations, we hope to capture extra nights and more return visitors.”

Los Angeles remains one of the nation’s most popular destinations, drawing tourists to its vast retail and entertainment districts. But, over the last decade, the number of nights tourists stay here has declined from five to three as other Western cities, like Las Vegas, have drawn visitors from their California adventures.

Cultural tourism is one of the travel industry’s fastest growing sectors, helping to pump millions of dollars into local coffers and turn cities around across the country.

More than 65 million people said they visited a historical site or cultural event at least once while traveling in the past year, a recent study by the Travel Industry Assn. of America shows.

Harlem, the New York neighborhood that had fallen into decline, now draws throngs of tourists daily, especially from Europe and Asia, and is enjoying a surge in popularity not seen since the 1920s.

In Kansas City, Mo., boarded up, blighted buildings have been changed into the Museums at 18th & Vine, a complex that houses separate shrines to jazz musicians and Negro league baseball players. Across the street, a renovated 1920s era movie house called the Gem Theater has reopened.

Cultural tourism is one of the few developments that have the potential for bringing economic revitalization to poor neighborhoods, said Ken Smikle, editor of Target Marketing News in Chicago. It’s also one of the least expensive methods of attracting commerce to such areas.

“These neighborhoods, in partnership with the city, can create ways for everyone to have a win-win situation” by tapping into tourists’ desires for new experiences, Smikle said.

Observers praised the California venture and pointed out that the three cities can attract more ethnic conference business as outsiders are drawn by the cultural enrichment found in the cities.

“I think it’s ultimately good because it benefits this community, and the art and culture generated in this community,” said Tomas Benitez, assistant director of Self Help, which showcases a range of Latino art.

“It will get our name out there, and create new support for the artists and the culture makers,” he said.

James Burks, director of the Los Angeles Cultural Affairs Department, said the effort will continue the struggle of reversing South-Central’s image into a better one.

“This change will help people see that these communities have museums, galleries, theaters and wonderful places to eat,” said Burks, who launched a 10-acre retail, arts and crafts and entertainment site called the African Marketplace in South-Central Los Angeles.

“If we can get one day of every tourist in South-Central, it will affect the economy drastically,” he said.

The 13 trips will be printed in booklets and distributed to tour packagers, travel agents and American Express Travel offices, Barrett said.

Itineraries, completed with 350 community volunteers who helped choose which cultural sites should be highlighted, will be expanded in the future.

The coalition’s Web site is https://www.californiasedge.com