Collaboration is about mindset and relies on generous, ambitious leadership, which Manchester has in spades. Cluster activity created our agency. Today, a range of partners are involved from cultural organisations to tourism networks, hoteliers and universities. Through Manchester’s Cultural Destinations programme, managed by Marketing Manchester on behalf of the cultural tourism partnership, we worked closely with all partners to share messages and itineraries for international PR and travel trade familiarisation trips; converting academic tourists to leisure and culture; developed appealing new ways of experiencing the city (events, trails, itineraries); created new online bookable product with some of the city’s museums and galleries; and a behind the scenes B2B integrated online listings platform – CultureHosts – to develop the cultural confidence and knowledge of visitor-facing colleagues in hotels and other centres.
Since then, channelling Manchester’s collaborative spirit and infectious energy, we now count a diverse range of cultural organisations, tourism agencies, networks, hoteliers and universities in our cultural destination partnership.
Helped to secure over £350,000 of Arts Council England investment in cultural tourism activity
Manchester's profile within the national and international media has positively changed and coverage now regularly references the city as a cultural destination of significance
Created a series of new museum and gallery tours on sale for international visitors via visitmanchester.com
Working with Liverpool's Everyman and Playhouse Theatres to create a new ambitious business planFind out more
Looking at ways to grow Manchester's classical music audienceFind out more
Maximising Buxton's contemporary and heritage assets to grow its visitor economyFind out more
A road map for a sustainable visitor economyFind out more
Five cities come together to develop international cultural tourism markets.Find out more