Community members are invited to learn how Sacramento’s arts, history, cultural experiences and traditions can attract visitors and support local businesses at the 2026 Cultural Tourism Symposium.
The event will be held Oct. 14 from 10 a.m. to 3:30 p.m. at Aggie Square (4480 Second Ave.), with check-in beginning at 9 a.m. Registration costs $10 per person and includes a boxed lunch and light morning refreshments.
Visit Sacramento and the City of Sacramento’s Office of Arts and Culture are once again hosting the Cultural Tourism Symposium, presented by UC Davis Health.
Arts and cultural organizations, hospitality businesses, event organizers, creatives and interested community members can attend discussions on welcoming visitors, sharing local stories and developing partnerships.
“Sacramento’s cultural communities are essential partners in creating economic opportunities through tourism,” said Jason Jong, cultural and creative economy manager with the City’s Office of Arts and Culture. “Their ideas and experiences can help guide how visitors discover the city and support local businesses.”
Keynote speaker Sherry L. Rupert, who is Paiute and Washoe and serves as CEO of the American Indigenous Tourism Association, will discuss how Indigenous tourism can support cultural preservation and economic opportunity. Her remarks will be followed by a conversation about storytelling, partnerships with tribal businesses and the role of culture and community in tourism.
Additional main stage and breakout sessions will explore:
- Practical ways for arts and cultural organizations to prepare to welcome visitors.
- Connections between Sacramento’s history, heritage and cultural traditions today.
- The role of artists, artisans and cultural districts in tourism.
- Opportunities for partnerships, funding and earned revenue.
The symposium is part of the Cultural Tourism Program, launched in 2021 by Visit Sacramento and the City’s Office of Arts and Culture. Through educational and neighborhood programs, videos and other initiatives, the partnership helps the creative community develop experiences for visitors and advances the City’s Creative Edge plan for the arts and creative economy.
Space is limited. Community members can register online for the Cultural Tourism Symposium.