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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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Design-induced tourism in Milan, Italy

There has been much debate in recent years in Italy about the role of culture for the country’s economic and social development. On the one hand, cuts in public funding and the urgent need to find models of governance that are able to open the doors to the private sector and to new resources have created new interest in this issue in civil society too. On the other hand, studies of the cultural and creative industries (Santagata, 2009) have revealed that cultural production generates considerable added value and employment in Italy: data for 2011 record almost EUR 76 billion in turnover and 1.4 million employees (Fondazione Symbola and Unioncamere, 2012).

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