IAAPA Attractions Expo 2018

Richard Peterson
President & CEO
US Cultural & Heritage Tourism Marketing Council


With more than thirty years of tourism expertise in destination marketing, executive leadership, and strategic business development, Richard’s passion for cultural attractions, global travel and historic preservation are not only a business focus, but a personal one as well. He is the President & CEO of US Cultural Heritage Tourism Marketing Council (USCHT) and Publisher of The Cultural Traveler – headquartered in San Francisco. Most recently, Richard has worked with global clientele within the tourism, museum and digital marketing arenas - facilitating product launches and signature marketing initiatives in North America, Asia Pacific, South America and throughout Europe. This is complemented by his ongoing engagements with US Travel Association, Brand USA, Visit California, California Travel Association, New York State Travel Industry Association, the International Association of Amusement Parks & Attractions and the American Alliance of Museums. Giving back to the tourism industry is a key professional tenet. In that capacity, Richard’s diverse background with organizations includes board and committee contributions with the California Travel Association, The ONE Travel Conference, San Francisco Travel Association, the Golden Gate Park Cultural Collaborative, and as a guest lecturer at San Francisco State University. His career is complemented through senior leadership positions and contributions within the California Academy of Sciences, Los Angeles Tourism Bureau, Greater Fort Lauderdale Visitors Bureau, Hilton Hotels Corporation and Santa Monica Travel & Tourism.

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