1. What can culture do for tourism? Andrew Backhouse Heritage Tourism Executive for the North West

2. Importance of heritage townscapes for shopping/business Mosaics of types of activity – cultural quarters Traditional heritage attractions need to revisit what customers want

3. What does the customer want? Quality Joined up New things Food and retail Stories and experiences

4. Quality Welcome Service Facilities Interpretation

5. Joined up From enquiry to delivery – web? Packages with other places Accommodation and other offers – a part of the cultural offer

6. New things A range of experience Events PR Repeat visits New audiences

7. Food and retail How many people invest in quality shop training and support? People like shopping! Regional foods - USPs

8. Stories and experiences Ghosts Enjoyable First person

9. What does the visitor see/experience?

11. Lancaster – a series of unpolished jewels Museums and Theatres Castle Churches and Cathedral Townscape Canal Ashton Memorial – and Park

12. Image is all…

14. Lancaster Heritage Partners – Lancaster Unlocked

16. Don’t miss... The Edwardian Costumed Ball Graffiti tours of the Castle Tea Party at the Cathedral Lord Ashton’s guided walks Puppet shows at the museum Film shows of old Lancaster And of course, ghost stories...