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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Wellington, “Creative Capital” of New Zealand

Wellington’s collaboration with its creative industries justifies the city‘s claim to be New Zealand‘s “Creative Capital”. This collaboration – particularly over the past 20 years – is now paying dividends into the city’s economy and has gained recognition throughout the country. The city and the creative industries have an inclusive relationship with Wellington’s citizens, who frequently buy tickets to festivals, events, exhibitions and shows. They can also attend fringe events that sometimes occur in the streets, restaurants, cafés and Wellington’s waterfront area.

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