Shopping Tours & Discounts!

Shop America Alliance (SAA), The Museum Store Association (MSA), and U.S. Cultural & Heritage Tourism Marketing Council (USCHT) announce the publication of The Cultural Traveler 2012 guide with an enhanced distribution program and more editorial content. Beverly Barsook, Museum Store Association Executive Director, stated: “MSA is proud to continue to be involved in The Cultural Traveler. This forward thinking creative initiative proactively promotes our unique cultural heritage organizations to the travel industry.” Building on continued success, this fourth annual edition of The Cultural Traveler guidebook was published in collaboration with U.S. Cultural & Heritage Tourism Marketing Council and Shop America Alliance. With additional exposure on the and websites, the 2012 edition features enhanced circulation of the attractive, full color guide to cultural and heritage travel and museum store shopping with editorial spotlighting trends and the “Travel Planner” section. Print circulation of 40,000 is augmented with online exposure for total estimated readership of 200,000. Delta Airlines Sky Lounges throughout the USA and AAA/CAA clubs now distribute the publication. Response to the The Cultural Traveler guide has been very positive at major travel events in the USA including ONE Travel Conference, Go West Summit, La Cumbre, International Pow Wow and globally at World Travel Market in London, Expo Vacaciones in Mexico and ITB in Germany. In addition, the guide was showcased and distributed at the Cultural Exchange Meeting in DC and the Page 2 of 3--The Cultural Traveler 2012 Museum Store Association Conference. Participating Museum Stores and Cultural Destinations are also distribution points for The Cultural Traveler guidebook along with airport locations in New Orleans and Texas. Distribution of the 2012 edition will continue to reach this large, influential travel market. “With global distribution of the guidebook through travel trade events and increased online marketing, The Cultural Traveler represents an excellent opportunity for Museums, Museum Stores and Restaurants, Cultural and Heritage Destinations and travel partners to reach the growing cultural travel market,” says Sheila Armstrong, Executive Director of USCHT. “Consumers and travel professionals tell us that they are reading and keeping their The Cultural Traveler guide on hand as a reference for their future travel planning and also going to the web sites for more info, which is very valuable for all involved,” notes Rosemary McCormick, President of Shop America Alliance. Leslie Hartman, Retail Manager/Buyer of Sauder Village said of the guide, “We see The Cultural Traveler as having great value in our marketing of Sauder Village. It reaches the cultural and heritage traveler and also the travel trade and media.” Nancy Hahn Bono, Sr. Director of Global Development of Visit Orlando® said, “Advertising in The Cultural Traveler gives us an opportunity to introduce a new audience to Orlando’s flourishing arts and cultural offerings. Although our cultural attractions are less known than our world-famous theme parks, they offer visitors a taste of our local community.” The Media Kit for the 2013 Edition of The Cultural Traveler is posted online at or can be obtained by calling 843.341.6392. The Cultural Traveler showcases a broad array of cultural institutions from museums to historic homes and gardens providing a rich resource filled with unique travel ideas. Plus the convenient Travel Planner section links to online shopping and booking. To view or download a copy of this issue, go to and Page 3 of 3—The Cultural Traveler 2012 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. Museum Store Association (MSA) is a nonprofit, international association organized to advance the success of museum retail professionals. By encouraging high standards of professionalism, MSA helps cultural commerce professionals better serve their organizations. MSA also is focused on helping increase awareness about museum stores as unique shopping destinations for tourists and cultural travelers. As part of a strategic alliance with the U.S. Cultural & Heritage Tourism Marketing Council (USCHT) and Shop America Alliance (SAA), MSA provides expertise in the cultural and heritage tourism arena to its members and the general public. For additional information about the Museum Store Association, visit or call (303) 504-9223. 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 both nationally and internationally. 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 conducts market research on the Cultural and Heritage Traveler, co-produces the annual ONE Travel Confrence and publishes The Cultural Traveler guidebook annually. For more information, visit and 


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