LOCAL GOVERNMENTS in the Baltimore region long ago abandoned a plan to increase funding for the arts and culture. The 1990-1991 recession waylaid a pledge by the counties and city to designate a fraction of their budgets for the arts.

Some area governments contribute roughly the same -- or less -- to the arts than they did at the start of the decade in spite of growing populations and revenue.

Howard County, for example, gives $105,000 to regional museums, down from $150,000 in 1991. Baltimore contributes about $6 million toward those institutions.

It's time to create -- and fulfill -- an initiative for the millennium. In an editorial series last year, "Regionalism that Works," we proposed a half-cent addition to property tax rates to fund culture, similar to programs in Denver and St. Louis. Another strategy worth exploring comes from the Greater Philadelphia Tourism Marketing Corp., which recently described its work to the Mount Vernon Cultural District in Baltimore.

Philadelphia, struggling to compete with the saturation tourism advertising of New York and Virginia, helped launch a public/private marketing arm in 1986 to sell the attractions of its entire metro area.

Its slogan, "Philadelphia the place that loves you back," was a subtle jab at the Big Apple's long-running "I Love New York" campaign. City and state government and the Pew Charitable Trusts underwrote the effort.

Like Baltimore, Philadelphia maintains a convention bureau. But wooing conventions is a different task than promoting the region for vacationers and day-trippers.

Officials in Philadelphia say the campaign has fueled $97 million in visitor spending on $2 million of advertising (not much less than Maryland spends as a state on tourism promotion). Good news for Philadelphia's suburbs: With attractions such as Longwood Gardens and the arty village of New Hope, Pa., the counties totaled as much in travel spending -- $2 billion -- as the historic city itself.

A broad marketing program in greater Baltimore might ease pressure on county leaders, who fear voter retribution for giving large amounts of money to institutions outside their borders, even though their own residents and business recruiting benefit greatly.

The campaign could publicize major attractions, such as the new Port Discovery children's museum near the Inner Harbor, as well as underpromoted county attractions, such as Ellicott City, Ladew Topiary Gardens and Benjamin Banneker's restored homesite in Oella.

This region has many top-flight attractions. It needs the collective will to nurture them.

Cultivating tourism

State Promotional Tourism

spending budgets

Maryland $2.7 $9.1

Pa. $4.6 $19

Virginia $5.1 $17

State avg. $4.5 $9

* In millions for FY '98; Promotion includes advertising, brochures, other public relations

SOURCE: Travel Industry of America