Travel Reference
In-Depth Information
Supporting Young Tourists Through Creative Tourism
Generally, creative activities, for example centred on art, music, literature,
architecture, food, theatre, have an ability to convey character, culture and
even heritage in a way that conventional tourism activities cannot. And, if
reaching a young audience is critical as they are the current tourist as well
as the future tourist, then creatively marketing a destination is a way to
connect and engage with them.
Creative tourism is a relatively new concept within the tourism industry
that in simple terms uses the creative industries to promote tourism and
travel to a destination. Creative industries include, but are not limited to,
art, music, architecture, literature, dance, fashion, design, cultural learning
and heritage. The United Nations Educational, Scientific and Cultural
Organization (UNESCO, 2006) developed a working definition of 'creative
tourism' as 'travel directed towards an engaged and authentic experience,
with
participative
learning in the arts, heritage, or special character of a place.
It provides a connection with those who reside in this place and create this
living culture.'
There are many successful examples of creative tourism that have
arisen due to local entrepreneurship or as a direct result of urban planning
initiatives. One example is Germany's Bayreuth Festival, an event that
encourages classical music lovers to visit the town through participation
at concerts. Another example is Bilbao in Spain. In Bilbao, Metropolis (an
international association of urban planning and city redevelopment) was
engaged to advise on how to rejuvenate a depressed town into one that is
a showcase of cultural activities and heritage - and specifically to attract
tourists. By working with Metropolis, the city was successful in securing
a Guggenheim Museum, which was designed by internationally acclaimed
architect Frank Gehry. Creative tourism was a key factor in revitalising the
city of Bilbao into an energetic and creative city with a distinct character
(Bilbao Metropoli-30, 1997).
These successful examples of creative tourism have been developed
specifically for adults. Young people who can and do influence families on
where they holiday should also be considered when developing creative
tourism approaches.
Barcelona, likewise, could be considered to be the embodiment of creative
tourism, with its showcase of art, sculpture, music, design, and distinct
Catalan culture. Tourism marketing in Barcelona has traditionally focused
on increasing business tourism, in particular ways to expand the large-scale,
international event industry, which is highly profitable (Barcelona Turisme,
2007). There has been limited targeted marketing to promote Barcelona as
a holiday destination. This also means there has been almost no marketing
to young travellers, even though families along with business travellers are
the biggest tourist cohorts visiting Barcelona. Barcelona consistently ranks
