Shopping Tours & Discounts!

Marketing Cultural & Heritage Tourism, an in-depth book on the many facets of marketing to the cultural and heritage traveler, has been published. Written by Rosemary McCormick, president of Shop America Alliance and co-founder of the U.S. Cultural and Heritage Tourism Marketing Council, the book is a “must read” for everyone interested in building their tourism business. McCormick has written an invaluable step-by-step guide to developing an organization’s tourism marketing plan with the added inspiration of insights from leaders in the industry and case studies. The American Association of Museums, Museum Store Association and U.S. Cultural & Heritage Tourism Marketing Council sell the book through their bookstores and events. The book was honored with a SASI-ONE Award at the recent ONE Travel Conference on Shopping, Dining & Cultural Tourism. The book is a power packed guide specifically written to increase visitation and retail sales in museum stores by targeting high spending travelers. It outlines how partnership strategies can be leveraged with local tourism partners with a minimum investment. It also provides new insight into the cultural and heritage traveler’s profile, decision making process and travel preferences. The book also includes the Cultural & Heritage Traveler research study with the data and trends information that gives insight on how to capture the travel market with a special focus on the important Drive Market which delivers 85% of all US travelers. Beverly Barsook, Executive Director of the Museum Store Association said, “We are so pleased to be the co-publishers of Marketing Cultural & Heritage Tourism. Rosemary McCormick has done a remarkable job of compiling all of the key element that Museum Stores need to know to be successful in marketing to visitors. Yet, while this book was written for the Museum Store Association for the express purpose of giving our members a “textbook” in marketing to the cultural and heritage visitor, everyone interested in gaining insights into cultural visitor marketing will benefit from reading this book.” To order, go to Credit cards are welcome. Retail price is $39.95, with 25% discounts for members of Museum Store Association, Shop America Alliance and US Cultural & Heritage Tourism Marketing Council. For wholesale or bulk orders call the Museum Store Association at 303- 504-9223. About the Author, Rosemary McCormick Rosemary McCormick serves as President of the Shop America Alliance, the travel trade association she co-founded in 1998, representing 200 of the nation’s premier shopping tourism destinations. She is the publisher and editor of Shop America Magazine, oversees development and marketing of Shop America Tours and co-produces the annual ONE Travel Conference. Rosemary co-produced the landmark US Cultural & heritage Tourism Summit in Washington DC and is the co-founder of the US Cultural & Heritage Tourism Marketing Council and co-publisher of The Cultural Traveler guide. Since 1993, Rosemary has directed McCormick Marketing, a strategic consulting firm specializing in global retail development, sponsorship and tourism marketing. McCormick served as Director of Marketing for Mall of America, the nation’s largest enclosed retail and entertainment center, from its ground breaking through its grand opening, where she was responsible for consumer marketing, leasing support marketing tourism, public relations, sponsorship and events. Prior to Mall of America, she co- founded and served as President of an award winning advertising and PR agency in Chicago, where she managed major national retail and boutique retail clients. Rosemary served as the shopping center industry’s official delegate at the historic White House Conference on Travel & Tourism. McCormick currently serves on the Destination & Foundation Board of Directors. She recently served a four-year term on the US Travel Association Board of Directors and Executive Committee. McCormick has authored a series of tourism white papers for the Museum Store Association and the book “Marketing Cultural & Heritage Tourism.” She lives in the St. Louis, Missouri area with her husband and children. McCormick also serves as a volunteer docent at the St. Louis Zoo where she is involved in conservation education and snake handling. She earned her BA in Marketing Management from Mundelein College/Loyola in Chicago. About the Museum Store Association Founded in 1955, MSA is a nonprofit, international association organized to advance the success of cultural commerce and of the professionals engaged in it. By encouraging high standards of professional competence and conduct, MSA helps museum store managers better serve their institutions and the public. For more information, visit or call 303-504-9223. About Shop America Alliance Shop America Alliance LLC is the exclusive travel trade organization representing hundreds of premier shopping tourism destinations, retailers, shopping centers, museum stores and outlets in America. Founded in 1998, Shop America Alliance co-produces the annual ONE Travel Conference and SASI-ONE Awards, publishes Shop America Magazine, co-publishes The Cultural Traveler guide and markets more than 200 shopping, dining and cultural tours in 40 cities at and through leading tour operators and travel partners. For more information, visit or call 707-224-3795. About the U.S. Cultural & Heritage Tourism Marketing Council The U.S. Cultural & Heritage Tourism Marketing Council (USCHT) was formed as a direct outcome of the U.S. Cultural & Heritage Tourism Summit held in Washington, DC in October 2005. The primary purpose of this travel trade association is to package, market and sell US. Cultural and Heritage Tourism experiences both nationally and internationally. The Marketing Council represents leading U.S. Tourism Destinations, attractions and travel partners engaged in marketing U.S. Cultural and Heritage to travelers from throughout the USA and around the world. The USCHT also co-produces the annual ONE Travel Conference for Shopping, Dining and Cultural Tourism and The Cultural Traveler Guide. For more information, visit the or 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