Tourism and the Creative Economy

image of Tourism and the Creative Economy

As the significance of the creative economy continues to grow, important synergies with tourism are emerging, offering considerable potential to grow demand and develop new products, experiences and markets.These new links are driving a shift from conventional models of cultural tourism to new models of creative tourism based on intangible culture and contemporary creativity. This report examines the growing relationship between the tourism and creative sectors to guide the development of effective policies in this area. Drawing on recent case studies, it considers how to strengthen these linkages and take advantage of the opportunities to generate added value. Active policies are needed so that countries, regions and cities can realise the potential benefits from linking tourism and creativity. Key policy issues are identified.

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Contemporary art and tourism on Setouchi Islands, Japan

The Seto Inland Sea is surrounded by the Japanese islands of Honshu, Shikoku and Kyushu. It has been an important transport route linking the Kinki region, including Kyoto, Nara, Osaka and Kobe, with the Kyushu region and other Asian countries. Since the 1980s, Naoshima Island, one of the islands in the Seto Inland Sea, has housed several contemporary art projects, such as museums, outdoor artworks and workshops. Known as the Benesse Art Site Naoshima (www.benesse-artsite.jp/en), these projects have been supported by Benesse Holdings, Inc., an Okayama Prefecture-based correspondence education and publishing company, and the Fukutake Foundation, which was established under Benesse’s patronage. As Naoshima became known as “the island of contemporary art”, similar art projects spread to other islands. This long-term art project is the first topic of this case study.

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