Sign Up for Sacramento’s Cultural Tourism Symposium on October 14

Community members are encouraged to discover the potential of Sacramento’s arts, history, cultural experiences, and traditions in attracting tourists and supporting local enterprises at the 2026 Cultural Tourism Symposium. Scheduled for October 14 from 10 a.m. to 3:30 p.m. at Aggie Square (4480 Second Ave.), check-in will commence at 9 a.m. The registration fee is $10 per person, which includes a boxed lunch and light refreshments.

This event, hosted by Visit Sacramento and the City of Sacramento’s Office of Arts and Culture, is presented by UC Davis Health. Attendees will engage in discussions focused on welcoming tourists, local storytelling, and establishing collaborations among arts and cultural organizations, hospitality sectors, event planners, and community members.

Jason Jong, the cultural and creative economy manager with the City’s Office of Arts and Culture, emphasized, “Sacramento’s cultural communities are essential partners in creating economic opportunities through tourism. Their ideas and experiences can help guide how visitors discover the city and support local businesses.”

Keynote speaker Sherry L. Rupert, CEO of the American Indigenous Tourism Association and of Paiute and Washoe descent, will address the contribution of Indigenous tourism to cultural preservation and economic prospects. This will be followed by discussions centered around storytelling, collaborations with tribal enterprises, and cultural influences on tourism.

Additional main stage and breakout sessions will cover practical strategies for arts and cultural groups to prepare for visitor engagement, links between Sacramento’s historical and cultural legacies, the significance of artists and cultural districts in tourism, and avenues for partnerships, funding, and revenue generation.

The symposium is part of the Cultural Tourism Program initiated in 2021 by Visit Sacramento and the City’s Office of Arts and Culture. The initiative supports the creative sector in crafting visitor experiences and promotes the city’s Creative Edge plan for the arts and creative economy.

Space is limited, and community members can register online for the Cultural Tourism Symposium.