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Cultural vs. Creative tourism
Cultural tourism '80 ‐ '90
‘movements of persons for essentially cultural motivation
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.’ (WTO, 1985)
‘The movement of persons
to cultural attractions away
from their normal place of
residence, with the intention
to gather new information
and experiences to satisfy their
cultural needs.’ (Richards,
1996)
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‘Tourism which offers visitors the opportunity to develop
their creative potential through active participation in courses
and learning experiences which are characteristic of the
holiday destination where they are undertaken.’ (Richards,
Wilson, 2007)
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Advantages over ‘traditional’ cultural tourism:
1. Creativity can potentially add value more easily because of its scarcity
2. Creativity allows destinations to innovate new products relatively rapidly
3. Creative resources are generally more sustainable than tangible cultural
products
4. Creativity is generally more
mobile than tangible cultural
products
5. Creativity involves not just
value creation but also the
creation of values