Abstract

In the current competitive environment where commercial partnerships are often the only way to survive in the marketplace, visitor attractions are beginning to test a number of collaborative strategies which offer solutions to problems and challenges, frequently too large or prohibitive for attractions to deal with in isolation. This article outlines the conditions in the visitor attractions sector which favour a collaborative approach to marketing and management and discusses the advantages and disadvantages of such approaches. It also features a number of examples from around the country to illustrate the feasibility and desirability of these strategies in particular market conditions and the benefits derived by the participating attractions.