Cultural Tourism

This issue brief illustrates how states are expanding international trade opportunities through culture. Case studies demonstrate ways that the arts encourage tourism, strengthen business networks, build “brand identity” and position states for success in a global marketplace. As new international trade and investment treaty negotiations by the federal government progress, governors will be called upon to promote their states’ businesses in a tight budget environment. Several states–looking for a greater edge in an increasingly competitive marketplace–are incorporating arts and cultural exchanges in their international trade and business development approaches. This aspect of state-level diplomacy undergirds and complements more traditional trade promotion efforts that focus on generating immediate exports. This is one of a series of issue briefs on the economic importance of the arts.