Program designed to help organizations (cities, museums, libraries) market themselves as literary destinations

1. What is Literary Tourism?
Visiting destinations that feature in works of fiction,
Visiting destinations linked to famous authors – their childhood
homes, museums, graveyards, etc.
Visiting rare book libraries, used/antiquarian bookstores; attending
writers festivals, writing and book arts workshops
Visiting destinations that are steeped in literary history

2. Why Literary Tourism?
Affluent travelers are seeking personal, authentic vacation activities
and experiences
Cultural tourism represents one of the fastest growing sectors in
travel
Niche markets are growing in importance to tourism marketers –
mass selling is becoming less effective (and more expensive)
Book lovers are typically, passionate, well educated frequent
travelers

3. Who Is The Literary Tourist?
Nigel Beale
– writer, broadcaster, bibliophile, owner & publisher of
literarytourist.com
- passionate about visiting rare book libraries, hunting
through used/antiquarian bookstores, attending author
readings and writers festivals and generally enjoying the
literary things in life
- has developed a database of 10,000+ bookstores,
literary landmarks, book fairs, writers festivals and more

4. Who Is The Literary Tourist?
- LiteraryTourist.com generates over 10,000 unique visits
per month and is only 10 months old
- now working with destinations around the world
helping them to identify and promote their literary assets

5. Become a Literary Destination
The Literary Tourist Destination Marketing Program:
- innovative new turnkey program for DMOs
- established four step process
- provides new destination content, promotional
opportunities, and potential new markets
- developed by Nigel Beale, The Literary Tourist and
Cathy Kirkpatrick, Tourism Marketing Specialist

6. Become a Literary Destination
Step One – Audit & Ranking
- literary audit of your destination – personal visit from
Nigel
- self-guided and planned in advance, little to no
coordination required from the DMO
- reveals key literary assets, attractions, activities and
events
- provides your destination with a Literary Tourist City
Ranking

7. Become a Literary Destination
Step Two – Visitors Guide & Marketing Tools:
- development of Literary Visitors Guide as pdf file to
post on your site, provide as download; includes:
- photographs of visited destinations
- “must-see” assets as determined by The Literary
Tourist
- preparation of multi-media tool kit for promoting your
destination as a Literary destination

8. Become a Literary Destination
Step Two – Visitors Guide & Marketing Tools
- destination page on literarytourist.com reaching those
passionate about literature and travel. Includes mobile app
- series of short feature articles written by The Literary Tourist
for repurposing in media, blogs & social media (FB, Twitter,
You Tube, Trip Advisor)
- video(s) and podcast(s) of interviews with key literary
people in your city – to be used on your site, You Tube and
literarytourist.com
- interactive map of literary highlights in your city – to be
mobile friendly in 2012

9. Become a Literary Destination
Step Three – Sales, Marketing & Communications
- the Literary Tourist audit identifies location-specific areas of
literary interest and expertise for use in generating tourism
business
- includes a list of organizations, groups and consumer
audiences that can be targeted with the marketing tools
developed by Literary Tourist; audiences include:
- meeting planners
- group resellers, tour operators
- niche consumer audiences
- media – journalists/bloggers
- member and partner organizations

10. Become a Literary Destination
The Literary Tourist Investment

11. Become a Literary Destination
Step Four – Literary Tourism Marketing Consulting
Services (optional)
- opportunity to work with The Literary Tourist team of
Nigel Beale and Cathy Kirkpatrick in further development
of marketing strategies and concepts for your destination

12. Case Study: Rochester, NY
What the Literary Audit Revealed
Rochester achieved a Literary Tourist City rating of 93
Rochester has a strong contingent of rare book libraries, that
house impressive collections dealing with;
- Graphic Design
- Typography
- Book Binding
- 20th Century American Poetry
- Photography
- The History of Gaming

13. Case Study: Rochester, NY

14. Case Study: Rochester, NY

15. Case Study: Rochester, NY

16. Case Study: Rochester, NY
Potential Convention Clients (sectors)
- Book Producer & Seller Associations
- Publishers
- Game Developers & Companies
- Graphic Design & Typography Associations
- Photographic Industry Associations

17. Case Study: Rochester, NY
Potential Niche Consumer Markets
- Gamers
- Graphic Designers
- Photographers
- associations & clubs within key proximity markets
Potential Media Outlets
- list of relevant media and online publishers related to these areas
provided

18. Case Study: Rochester, NY
Potential Next Steps
- add literary assets to “Distinctly Rochester” section of visitors guide
- add literary as a category of experiences in existing database
- promote literary tourist link on visitrochester.com
- populate Rochester Tourism social sites with literary content
- develop literary packages with overnight stay – engage literary
partners to become active in tourism promotion
- build a pr and social campaign around Rochester’s Literary Ranking
- feature The Literary Tourist as a guest speaker to your next
conference or partner meeting

19. Thank You!