In an illuminating episode of Travel Tuesday, hosted by Brian Applegarth and produced by Beard Bros Media, industry leaders delve into the vital role of culture and heritage in shaping travel experiences. This week, the spotlight is on Richard Peterson of the U.S. Cultural and Heritage Marketing Council, whose insights shed light on how destinations can authentically tell their stories and foster deeper connections with visitors.
Peterson emphasizes that today’s travelers are seeking more than just attractions—they crave meaningful engagement with the history, culture, and identity of a place. “People want to understand not just where they are, but how that place came to be, who shaped it, and what stories still live today,” he explains. His work focuses on elevating the importance of authentic storytelling that respects diverse histories and identities.
A key topic discussed is the distinction and intersection between cultural and heritage tourism. Peterson clarifies that heritage is rooted in place, preservation, and legacy, while culture encompasses living traditions, art, food, and current community expressions. When these elements come together—when a destination’s past informs its present—authenticity shines through, creating memorable experiences that resonate deeply with visitors.
The conversation also touches on the unique cultural narrative of cannabis, highlighting its historical significance in America—from hemp used to pay taxes to its role in shaping identity and land use. Peterson advocates for storytelling that centers Indigenous voices and authentic voices from communities, cautioning against outsider narratives that can distort history.
In terms of industry evolution, Peterson notes that the global shift toward deeper, more intentional travel offers opportunities for destinations to position themselves as cultural hubs. He advocates for local engagement, collaboration with chambers of commerce, and inclusive representation in destination planning—especially as cannabis and hemp industries grow and become integral parts of regional identities.
The episode underscores the importance of integrating cannabis industry stakeholders into tourism development strategies, recognizing their economic contributions and cultural significance. Peterson advises that destinations should ensure these businesses have a seat at the leadership table, helping craft narratives that reflect their history, community ties, and land relationships.
As the discussion concludes, Peterson shares his personal travel wish: a journey to New Mexico or Alaska to experience living history firsthand—places where land, community, and tradition are vividly alive. His message encourages travelers and destinations alike to approach exploration with curiosity, openness, and respect for the stories woven into their landscapes.
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