Cultural heritage tourism has become one of the fastest growing segments of the tourism market. More and more tourists are seeking out places where history, local culture and home-grown flavor come together to make them unique.

"Studies by the Travel Industry of America show that it is the No. 1 reason people travel — especially people in the 35-54 age group," says Wilson Martin, Utah State historic preservation officer and a member of the state's Cultural Heritage Council.

Those studies show that cultural tourists are interested in interactive learning, that they tend to stay longer and spend more money, that they seek out heritage lodging and heritage foods. "What they want is an experience, not just a vacation," Martin says.

The CHC was formed to help Utah communities and neighborhood develop strategies, events and products that will attract those travelers. The council "helps coordinate activities and awards grants," he says.

It has a dual purpose. "By enhancing the experience for visitors, we also enhance the communities. Gov. Huntsman has said that 'the most important and successful strategy to improve rural economies is the development of heritage tourism.' Our goal is to create vibrant, strong communities that will attract visitors."

To date, Utah has four designated heritage areas that are partnerships between communities, businesses and individuals who have banded together to promote the sites, products, food and lodging of their areas. Two of those areas have received national heritage designation — which is pretty good considering there are only 37 national heritage areas in the country, Martin says.

Heritage travel offers something for everyone, says Monte Bona, who has worked with developing Utah's Mormon Pioneer National Heritage Area for more than a decade. In this area, he says, "You can stay at bed and breakfasts, eat heritage food, get custom-made cowboy boots, see how the ancient Anasazi lived, take tours by ATV or horseback, find Western Legends of movie fame."

More than that, he says, "you can learn about how the Mormon pioneers colonized the West. And you can get the sheer experience of small town America. People who come from Salt Lake often tell us they want their kids to see what Utah was like when they were kids, when there were still sheep and cows around, and you could see the stars at night."

The designation not only strengthens the economy of the area, it preserves and protects important parts of the past, Bona says. While generating community-building, "the development efforts have protected and improved infrastructure."