In October 1980, several hundred people from across the and Canada assembled in Toronto for a conference focused upon a $214 billion industry - tourism. The conference, entitled The Arts & Tourism: A Profitable Partnership, marked the first time that arts and tourism representatives had assembled at a national meeting to explore the potential for cooperative ventures. For three days, delegates listened to speeches, gathered information, asked probing questions and made new contacts, becoming both participants and observers in a form designed to broaden the horizons of two industries traditionally perceived as far apart from each other.

Straightforward and practical presentations by noted professionals from both the arts and tourism industries offered insights into how each is organized, how each functions, how the arts can create new attractions for travel, and how tourism can expand audiences for the arts. Interwoven throughout this essential framework of information were impressive examples of mutually successful partnerships between the arts and tourism. Collectively considered, this landmark conference confirmed the optimism with which it had been planned and created a foundation upon which to build a long term partnership between tourism and the arts.

Sponsored jointly by the American Council for the Arts, the Ontario Ministry of Culture and Recreation, and the Ontario Ministry of Industry and Tourism, the conference is the first of a series of efforts to forge a sound and beneficial working relationship between the arts and traditionally non-arts fields. In turn, these alliances will not only help the arts to realize their potential as an important and vital thread in our social fabric, but they will also help to ensure, wherever appropriate, that the arts are meeting needs and touching lives in all segments of society. The speeches contained in this book are a collection of those which have been requested most frequently. (p. iii)

CONTENTS
Introduction.
The Arts and Tourism partnership by Reuben C. Baetz, Minister, Ontario Ministry of Culture and Recreation.
Arts and Tourism: Processes of humanity by Roger G. Kennedy, Director, National Museum of History & Technology, Smithsonian Institution.
Travel as self-fulfillment by Thomas R. G. Fletcher, Assistant Deputy Minister, Canadian Office of Tourism.
An Overview of the tourism industry by Arnold W. Light, President, Association of Group Travel Executives.
An Overview of the arts in Canada, by J. D. McCullough, Assistant Deputy Minister, Ontario Ministry of Culture and Recreation.
Tourism, the Arts and the City: A design strategy by Carole Rifkind,. Senior associate for cultural tourism, partners for livable places.
Group travelers and the arts by Arnold W. Light, President, Association of Group Travel Executives.
Canadian Tourism: marketing our product by John Maxwell, Assistant Deputy Minister - Tourism, Ontario Ministry of Industry and Tourism.
Cultural assets: a tourism magnet by Louise Wiener, special assistant for cultural resources, U. S. Department of Commerce.
Culture and the arts as a motive for American travel to Europe by Ed Berrol, Vice President, Associate Director of Research, Ogilvy & Mather.
Tapping the services of the tour operator by Arthur Frommer, President, Arthur Frommer International.
The Holland Culture Card by Murray A. Valenstein, Executive Vice President and Director of Client Services, Leber Katz Partners.
Tourism and the arts in Italy by Luigi Chilleri, Director, Italian Tourism Office.
The Performing Arts and Tourism in Britain by Max Hanna, Manager of Socio-Economic Research, English Tourist Board.
Finding ways to interest the media by Walter A. Damtoft, Editor, American Way.
Metro Toronto by William M. Duron, Executive Vice President, Metropolitan Toronto.
Conclusions & Projections by W. Grant Brownrigg, Director, American Council for the Arts.
Conference agenda.