BERGAMO Origet du Cluzeau

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Suzanna Allen
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2 CULTURAL TOURISTS TOWARDS THE 2020s Claude ORIGET du CLUZEAU AOC and Co/ Paris 2

3 CULTURAL TOURISTS TOWARDS THE 2020s CONTENTS Cultural tourists nowadays How do they travel Motivations and imaginary world New context of years 2000 Contemporary arts Focus on new cultural tourist New products The role of European destinations 3

4 CULTURAL TOURISTS NOWADAYS (according to numerous European surveys) - belongs to most educated categories - rather <30 or >50: few families - a most experienced traveller, in terms of - cultural knowledge - uses of transportation, accomodation and services - more often eclectic than specialized on a topic 4

5 Museum goers in Europe Category % in population % in visitors Addicts 5% 30 to 35% Intensive visitors 15 to 20 % 45 to 50 % Occasional visitors, often tourists 20 to 25 % 20 % Never 50 to 60 % None 5

6 HOW DO THEY TRAVEL? From large groups, especially for Elderly travellers Prime visitors (more for long haul) to 2 people with tailor-made journeys, adjusted to preferences and budget Plus growing demand for city-breaks since 20 years from parties of all sizes 6

7 HOW ABOUT THEIR MOTIVATIONS? (Cf ethnical investigations and tracking technologies) 1 Obvious cultural motivations discover a destination attend a festival participate in a training session 2 Collateral or occasional motivations Honeymoon: cultural surroundings are romantic! Trekking, biking, horsebackriding Join a friends party Any holiday making 7

8 THE IMAGINARY WORLD OF CULTURAL TOURISTS Yearn for a mix of knowledge and emotion «Dream» places, unconscious and brought to awareness by present issue in the news Addiction to special topics: ex choir voices Search for the meaning of life Escape from the world of consumption 8

9 THE NEW CONTEXT OF THE YEARS 2000 a Cultural qualification expanding to a much wider variety of objects: ex wine, videos, ways of life, science, intangible heritage. Culture now in an intense world competition among cities and countries: Growing number of cultural events, often «exported» like White Nights Huge prestigious museums like in Bilbao Industrial derelicts transformed into cultural sites 9

10 THE NEW CONTEXT OF THE YEARS 2000 b Snow and beach resorts invest in culture: museums, festivals to expand the tourism season An attractive touch of culture required everywhere 10

11 THE RISE OF CONTEMPORARY ARTS Appear often in devastated areas, in the streets, as well as in luxury fairs and galleries Museums follow +/- carefully: rely more on «good values» of XXth Century Few artists have gained international recognition Chinese artists and collecters taking the lead But strong curiosity of the public at large for contemporary artistic productions 11

12 FOCUS ON THE NEW CULTURAL TOURISTS? a A more individualistic traveller, with more incentives: information & booking easier thanks to ICTs more to experience in a world at hand An armful of new cultural destinations, visitors attractions, ti events, with more professional organisation New products (tackled d hereafter) ) 12

13 HOW COULD BE THE NEW CULTURAL TOURISTS? b Computerized applications may favour cultural visits, but only to small extend A widening gap between those who love or distrust contemporary arts (generation gap?) Main pool of new clients: occasional cultural tourists, but they need a skillful marketing approach and interpretation 13

14 WHO ARE THE NEW ONES European families, not only pairs Millions from the richest emerging countries, enjoying cultural tourism just like the experienced tourists Semi-motivated motivated tourists, who will enjoy the cultural atmosphere of a place, more than its dedicated places and events 14

15 NEW PRODUCTS Creative tourism: workshops for amateur practices of music, arts, cuisine, photo Cultural journey in a «sharing economy»: volunteer greeters at destination, couch surfing, scambiocasa, coriding Cultural tourism with hiking, biking, cruising More «tailor-made-self-organized» products Still large demand for group tours, that will need strong updating; on t.o.s or on destinations initiative?? 15

16 EUROPE s YET LEADING ROLE Cultural travellers of the 2020s expect what Europe already has: well restaured and well presented beni culturali, plus attractive events But also more links between tourism and culture better interpretation more kindness and always an amazing array of cultural resources 16

17 THANK YOU Thank you for your attention Thank your for your questions and comments! 17

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