Cultural Tourism:Trends and prospects

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Cultural TourismTrends and prospects

• Jane Lutz, University of Birmingham10 November
  2005

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What Im going to cover

• Policy context why is everyone so interested?
• Research what trends have been detected? What
  are cultural tourists seeking?
• Prospects some ideas of how arts organisations
  and destinations can strengthen their appeal

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Sources

• Policy literature, EU, UK, Wales
• World Tourism/European Travel Commission Report
• ATLAS research
• Insights from practice

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Why the interest?

• Culture coming in from the margins
  Intrinsic-plus conception
• Increasingly instrumentalist agenda Wales echoes
  rest of UK Cultural policy seen as having
  potential to contribute to access, education,
  economy. Urban and rural regeneration
• Culture and identity (internal) pride and
  (external) image

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Economic interest - Wales

• Tourists (overnight stay) and leisure day
  visitors generate over 2 billion
• Tourism supports around 100,000 jobs
• Spend in Wales by tourists mainly motivated by
  cultural interests 47million
• Legacy of build and they will come projects
  ERDF and millennium funded

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Research- Whats a cultural tourist?

• If you torture the data itll confess to anything
• Definitional issues breadth of definition of
  cultural tourism because of breadth of definition
  of culture the eclectic cultural consumer,
  high, popular and fusion products
• WTO definition movements of persons for
  essentially cultural motivations such as study
  tours, performing arts and cultural tours, travel
  to festivals and other cultural events, visits to
  sites and monuments, travel to study nature,
  folklore or art, and pilgrimages

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Statistics- who and what is being measured

• Not all cultural consumption is stimulated by
  cultural motivations independent studies reveal
  typology of cultural visitors Generic-specific
  (ATLAS 2001,1996) Serendipitous-incidental-casual
  -sightseeing-purposeful (Hong Kong 2003)
• Performing arts and tourism analysis (Hughes
  2002) current structure of audience surveys and
  tourism surveys dont enable capture of
  meaningful strategic marketing data because not
  structured to identify sub-segments (primary,
  multi-primary, incidental and accidental)

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Statistics- who says what

• WTO cultural tourism 37 of global tourism
  but varies from place to place Peru 93 of
  international tourism, 3.9 in Uruguay
• Independent academic studies estimate lower
  figures ATLAS specific cultural tourists 5-8 of
  total tourism market Hong Kong study 13
• Hard to estimate numbers from official WTB report
  trips not visitors measured

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ATLAS research

• Association for Tourism and Leisure Education
  (ATLAS) developed Cultural Tourism Research
  Programme in 1991 pump-primed by EU money
• Since has undertaken more than 30,000 interviews
  with visitors to cultural attractions with aim of
  understanding more about the motivations,
  profile, behaviour of cultural tourists
• Latest research covers 2004 results to follow
  based on sample of 3000 tourists at 12 cultural
  sites and events across Europe, Africa, Latin
  America, Asia and Australia.

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ATLAS research on cultural tourism Who are the
cultural tourists? How do they gather
information and make decisions? What motivates
them? What do they do? What will they do in
future?
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How do they gather information?

• Main source personal recommendation from friends
  and family (45)
• Guide books most important source of published
  information (24) tour operator brochures (6)
  tourist board information (6)
• Internet consultation growing fast 17 in 2002
  and 33 in 2004
• Internet booking up from 8 in 2002 to 15 in
  2004

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When do they make decisions?

• Almost half decide to visit a cultural attraction
  before they leave home
• About a quarter decide while en-route
• About a quarter decide when in the destination
• Need to attract attention before arrival
• Implications for collaborative destination
  marketing in developing cultural tourism

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Motivations what experiences are they seeking

• Deeper and varied experiences
• Destinations have to go beyond the traditional
  offer
• A richer more complex, richer and accessible offer

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Towards new forms of cultural tourism?
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Learning to Relax Education vacations
Holidaymakers are trading sunscreen for spiral
notebooks and hoping to gain something more than
a mere tan "Most people have done the
well-traveled path of leisure," says Edan Harvey
of Traveller, the British Museum tour operator,
whose expert-led cultural tours have grown 200
percent in the past nine years. "Now they want
to know how the world ticks."
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Consumption
Passive Active
Production
Creative tourism
Heritage tourism
Arts tourism
High culture (abstract culture) Popular
culture (living culture) Everyday
culture (embedded culture)
Cultural tourism
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• Characteristics of creative products
• Combine tangible and intangible elements
• They are experience goods
• They convey ideas, symbols and a way of life
• They are embedded in the cultural context in
  which they are produced

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Creating the new Barcelona
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New cultural products Creative talent in
Barcelona excursion, which takes you directly
to the artists and craftspeople, giving you an
insight into the creative process and
providing an opportunity to buy at advantageous
prices, before their creators become too
famous.
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Catalan cuisine...is in a category of its own
within the realms of other Mediterranean foods.
Dishes such as escalivada, esqueixada, or Bacalla
a la llauna, simple things such as pa amb
tomaquet, and famous desserts like crema
catalana... Apart from its fabulous Priorat
wines, this area also produces a delicious olive
oil made from arbequina olives. This oil is
produced right here in El Masroig, and its
acidity is no more than 0.3 degrees, a true sign
of quality.
Several times a year we offer a longer stay
during which you are able to join in picking
grapes, or picking olives, and participate in the
production of wine or olive oil.
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www.paintingincatalunya.com
Come for a relaxing break combined with painting
tuition. Capture the beauty of Catalunya in the
medium of your choice or simply relax, talk and
walk in Dalis homeland.
Latest HolidayOctober 4th - 11th 2004At Mas
Sabena, La Bisbal, Catalunya Special Offer295
per person for painting participants250 for
non-painters(prices exclude travel) Painting
tuition daily, Full board - Catalan home-cooking
Rural location close to the beautiful Costa
Brava
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• join us on an informal, hands-on workshop
• find out how New Zealanders live and work
• discover (or rediscover!) your creative talents
• work with our inspiring tutors in their own place
  
• meet lively locals and imaginative travellers
• be part of a small group with the same
  enthusiasms
• move beyond passive cultural tourism
• create your own souvenirs

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Prospects

• Increasing competition
• Diversification within the cultural tourism
  market
• Shift to creative resources
• Shift to intangible resources

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Prospects opportunities for smaller cities,
towns and villages (WTO/ETC study)

• Innovation
• Niche markets European Book towns
• Festivals and events
• Partnership and collaboration European Walled
  Town Network and Secret of Holland

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Prospects opportunities for cultural tourism

• Demographics of Europe in next 10-15 years
  strongly favour cultural tourism
• Cultural events and festivals good for attracting
  first time and repeat visitors
• Authenticity or even faux authenticity will be
  increasingly important
• Innovation important for keeping a place on the
  cultural map and attracting repeat visitors

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Prospects meeting the challenges -key structural
issues

• Co-operation between the cultural sector and the
  tourism industry not well developed each has own
  language and objectives
• Shared destination focus
• Structured dialogue needs to be developed to
  understand others needs and goals
• Development of cultural theme years good way to
  promote collaborative cultural tourism

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Prospects

• My 4 Ps
• Place
• Partnerships
• Performance
• Passion
• Culture can make a difference to locals and
  visitors experience and economy

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