Richard Peterson

With three decades of tourism expertise in marketing, executive leadership, and strategic business development, Richard’s passion for cultural experiences, museums, music, history and all things food are not only a business focus, but a personal one as well. He is the President & CEO of the U.S. Cultural & Heritage Marketing Council - and Publisher of The Cultural Traveler – headquartered in San Francisco.

Most recently, Richard has worked with global clientele within the tourism, museum and destination marketing arenas - facilitating product launches and signature initiatives throughout North America and key international markets. This is complemented by his ongoing engagements with leading industry organizations including: Brand USA, California Travel Association, New York State Travel Industry Association, IGLTA, The Americans for the Arts, The US Conference of Mayors and U.S. Travel Association’s Board of Directors.

His career is complemented through senior leadership positions and contributions within the Los Angeles Tourism Bureau, Hilton Hotels Corporation, the Greater Fort Lauderdale CVB, the California Academy of Sciences museum and Santa Monica Travel & Tourism. Collectively, the diversity of personal travel experiences and career engagements frame the insights embodied in Richard’s continued work to strengthen the importance of cultural & heritage tourism – and the positive impact to communities and visitors alike.