From Cultural Tourism to Creative Tourism: European Perspectives

Cultural tourism is seen as a major growth market in Europe, although empirical evidence is still relatively sparse. An analysis is presented of the ATLAS survey data for 2002 as well as research conducted at the Rotterdam Cultural Capital Event in 2001. These data indicate that cultural tourism growth is being driven by a growing supply of cultural attractions as well as increasing numbers of tourists. Market growth is accompanied by market fragmentation and greater competition. This makes it increasingly hard for new destinations to attract tourists, but also offers new market opportunities. One such opportunity, the development of creative tourism, is discussed.