With Rio de Janeiro's Carnival set to kick off Friday and Mardi Gras on the horizon, CGTV America brought on travAlliancemedia president and CEO Mark Murphy this week to discuss the growing popularity of cultural tourism and how some destinations known for one specialty are working to evolve into year-round tourist hotspots.
"Travel is the largest industry in the world, and you see it very much on display this month all over the world," said Murphy, pointing out that the economic impact of Carnival in Rio is expected to be $1 billion because "it touches everything from the cab drivers, restaurants, hotels, airport workers and airlines."
Murphy also outlines some of the ways places like New Orleans have overcome their previous one-hit-wonder reputation.
"Cultural tourism is all about the experiences. It's not about going and staying at a resort it's about getting out and seeing the people," added Murphy. "What you're finding is more and more people want experiences and you're really seeing that with the millennials, and you certainly see that with the baby boomers who are traveling in the U.S."
Murphy goes on to pinpoint some parts of the world where cultural tourism is starting to boom, including Southeast Asia and explains the significance of its rise.
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"The economic impact of cultural tourism over the years has been better-educated folks spending more and staying longer so it's more profitable and it creates a bond between the people of that destination with those visitors," said Murphy.
You can view Murphy's appearance on CGTV America in its entirety below:
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