Shopping Tours & Discounts!

Shop America Alliance (SAA) and the U.S. Cultural & Heritage Tourism Marketing Council (USCHT), co-publishers of The Cultural Traveler guide, announce that Northeast Media and Birdsall Marketing Services will represent sales for The Cultural Traveler guide effective immediately. "

We are pleased to work with Larry Cohen, President of Northeast Media and Liz Birdsall of Birdsall Marketing Services to our Shop America/USCHT team as our sales representatives for The Cultural Traveler guide," said Rosemary McCormick, President of Shop America Alliance. "Larry has been a presenter and sponsor at our annual conferences for several years including the ONE Travel Conference, and he also represents our global media partners: Essentially America UK, Essentially America Mexico and Swishy Mexico. Liz, a new member to our team, has extensive media sales and marketing experience. Her company offers marketing consulting as well as coordinating sales in a myriad of travel related publications."

Sheila Armstrong, Co-Publisher of The Cultural Traveler and USCHT Executive Director, stated: "With Larry's and Liz’s world-wide connections and extensive media expertise, they will be working with our clients to help them to maximize their media investment. Our newly expanded partnership in adding Birdsall Marketing Services will further enhance participation of those interested in reaching the cultural and heritage traveler and expand our growing readership."

The Cultural Traveler guide to cultural & heritage travel and the leading museum stores is an award winning annual publication, in its fifth edition in 2013, reaching more than 40,000 consumers and travel leaders in the US and worldwide including all delegates at International Pow Wow. The Cultural Traveler is published in partnership with the Museum Store Association. View the latest issue at and

Shop America Alliance is the travel trade organization representing hundreds of the premier shopping tourism destinations, retailers, shopping centers, museum stores and outlets in North America. Founded in 1998, Shop America Alliance co-produces the annual ONE Travel Conference and SASI-ONE Awards and The Cultural Traveler guidebook, publishes Shop America Magazine and markets more than 200 shopping tours in 40 cities. For more information, visit or call 707.224.3795.

U.S. Cultural & Heritage Tourism Marketing Council (USCHT) is a travel trade association with a mission to market U.S. cultural and heritage tourism experiences. USCHT represents leading U.S. tourism destinations, attractions and travel partners engaged in marketing U.S. cultural and heritage to travelers throughout the United States and around the world, co-produces the annual ONE Travel Conference and SASI-ONE Awards and The Cultural Traveler guidebook and sponsors market research on the Cultural and Heritage Traveler. For more information, visit and or call 843.341.6392. 


White Papers

Shop America Alliance publishes a series of tourism educational white papers in partnership with the Museum Store Association and the US Cultural & Heritage Tourism Marketing Council. These are available free to members of SAA, USCHT and MSA and the media.

  • Driving Cultural Tourism in Challenging Times
  • Tourism 101 – Basic Information for Selling to Tourists
  • Partnership Strategies for Building Tourism Business
  • Public Relations and Special Events to Build and Track Tourism Business Online Travel and Tourism Marketing Strategies
  • Train Your Team To Be Tourism Ambassadors

Please email your request for PDF versions of any of these White Papers to Sheila Armstrong.

Media Contact

Rosemary McCormick