Must Read | Celebrating Diverse Cultures Check your calendar – there’s a cultural heritage event almost every month. A great addition to them? Promotional products. By Audrey Sellers THE UNITED STATES BOASTS one of the world’s most diverse cultural identities. Nearly every region of the world has influenced American culture, from the traditions and customs to the food and music. How do people celebrate and preserve their culture? One way is through cultural heritage events. Every month features a colorful collection of carnivals, festivals, processions and so much more. Commemorations like Black History Month, Asian American and Pacific Islander Heritage Month and Native American Heritage Month are all opportunities for people to come together in celebration, learning and inclusivity. The phrase “cultural heritage” also encompasses physical locations like museums, monuments and groups of buildings or sites. In the United States, places like Yellowstone National Park, the Statue of Liberty and Carlsbad Caverns are designated by UNESCO as World Heritage Sites. The U.S. is home to 24 of these sites, with more than 1,150 around the world. People aren’t just checking out local destinations to immerse themselves in history and culture – they’re also embarking on journeys dubbed “heritage tourism.” According to the National Trust for Historic Preservation, heritage tourism involves “traveling to experience the places, artifacts and activities that authentically represent the stories and people of the past.” Even if people aren’t traveling specifically to attend a cultural heritage event, they still incorporate culture into their travel. A study from Americans for the Arts, a nonprofit that focuses on advancing the arts throughout the U.S., found that more than half (65%) of American travelers have included an arts or cultural event in a recent vacation. Whether people are attending cultural heritage events in their hometown or taking part in heritage tourism, promotional products can enhance their experiences. Businesses can participate in cultural events to build awareness while connecting with new audiences. Organizations that host cultural heritage events can use promos at all stages, from announcing the event to selling sponsorships and tickets to giving attendees branded items they can take home. In the next few pages, we’ll highlight some heritage findings, along with promos that could work for cultural events. ooo.photography / Shutterstock.com 52 • JUNE 2023 • PPAI
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