If this summer travel season continues a trend of the last few years, a growing number of cultural tourists will customize their itineraries to include historic landmarks, local festivals, fine arts exhibitions, performances and other Ohio destinations. State agencies such as the Ohio Arts Council are key players in cultural tourism initiatives. "We are developing successful strategies that link the arts and tourism in Ohio," says Pat Henahan, an OAC program coordinator. She administers Ohio's Hill Country Heritage Area Program, which hopes to foster cultural tourism in the state's Appalachian counties. "Those strategies include collaboration, assessment, research, marketing and visitor services," Henahan says. Several trends have combined to fuel the growth of this segment of the tourism market, Henahan says. Mass marketing is being replaced by one-to-one marketing tailored to the interests of individual consumers. Surveys show a growing number of travelers are ranking the arts, heritage and other cultural activities as one of their top five reason for traveling. Technology, including the proliferation of on-line information and services, helps tourists pursue special interests. "It's easier now to visit locations once considered off-the-beaten-track," Henahan says. Many new resources are available for Ohio groups interested in taking advantage of the new travel market and cultural tourists. The Ohio Tourism Resource Guide, developed by the Ohio Division of Travel and Tourism, is available on computer disk for $10. The guide lists grant opportunities, industry resources and training. Risa Varasso, at 614/ 466-8844 can provide more information. The Ohio Arts Council offers the Ohio ArtsGuide for Travelers and the Ohio Arts Festivals and Competitions Directory to travelers who call the state's tourism hotline 1-800-BUCKEYE. Tourism Works for America Annual Report 1996, published by the Tourism Works for America Council, lists facts and trends in the US travel industry. For information call 202/ 408-2183. Exploring America Through its Culture, published by the President's Committee on the Arts and the Humanities, summarizes the best research and practices in cultural tourism. For copies call 202/ 682-5409. Three publications from the National Trust for Historic Preservation help communities enhance or develop heritage tourism activities. Getting Started: How to Succeed in Heritage Tourism is a 48-page guide to sustaining heritage tourism. Regional Heritage Areas: Approaches to Sustainable Development has case studies of regional heritage areas. Touring Historic Places tells tour operators and managers of historic sites how to develop, market and host group heritage tours. Get your copy by calling 303/ 623-1504.