A number of new cultural institutions and buildings opened, including the Museum of Education in 1990 and the Gallery of Modern Art in 1996. By 2005, almost 30,000 people were employed in Glasgow's tourism industry.
The boom continues: City officials have promised to inject $300 million into cultural buildings and projects between 2006 and 2011. The city wants to keep selling itself as a vibrant place to work, live, invest and study. "Glasgow: Scotland With Style," is a slogan the city strives never to lose--and thus reaps the rewards. In Depth: World's Culture Capitals
Glasgow is just one example of a place that has pegged itself as a culturally dynamic destination in order to attract a growing number of "cultural tourists," or those traveling for more than sun, sand and a drink with a little umbrella in it.
Culture Sells
In 2007, 898 million people were classified as cultural tourists, compared with 538 million in 1995, according to a Jan. 14 report released by the Organization for Economic Cooperation and Development (OECD), a Paris-based group of 30 democratic countries that provides economic and social statistics and data. The 159-page report, entitled "The Impact of Culture on Tourism," examines the economic and social significance of culture on tourism in several places around the world.
The report's take-home message: Follow Glasgow's lead. Reinforcing the importance of culture has stimulated economic growth, and made the city a desirable destination.
Same goes for Barcelona, Spain . Many thank the 1992 Summer Olympics for the city's revitalization. But Greg Richards, a partner at Barcelona- and London-based research firm Tourism Research and Marketing and the primary writer of the OECD report, says that it wasn't until the early 2000s--when the city launched a campaign promoting the historic importance of Catalonian architect Antoni Gaudí's work--that true culture vultures took notice.
"For quite some time and up until the 1970s, La Pedrera was a bingo hall," says Richards of one of Gaudí's most famous buildings. "What Barcelona has done very successfully is develop culture first and foremost. In return, they've seen an increase in tourism."
Due--at least in part--to its focus on cultural tourism, the city saw 11 million overnight visitors in 2005. But other than a lot of material to work with--including nine World Heritage Sites, great restaurants and captivating artwork--Barcelona had another element working in its favor. The city had the manpower to organize its cultural programs.
"You can have the cultural resources--historic buildings, etc.--but the key thing seems to be able to use those assets," says Richards. "You need to be able to manage and market it effectively."
Developing-World Challenges
That's the struggle facing places such as Kenya's Amboseli National Park. While there are special homesteads where tourists can experience Maasai culture, and learn about Kenya's 40-some ethnic groups, the politically troubled nation is on the U.S. Travel Warnings List. With few resources to help improve infrastructure and safety, it's difficult to draw in the crowds.
Singapore , by contrast, is better equipped than a developing nation like Kenya to become a center of culture. In 2008, Singapore officials branded the city-state "Global City for the Arts," drawing attention to the Singapore Art Museum (which exhibits Southeast Asian modern and contemporary art), as well as by adding a children's wing to the Asian Civilizations Museum. The new Singapore History Museum also opened last year.
While many perceive Singapore as a sterile business center, its cultural presence in the East is now undeniable.
Same goes for Luxembourg , which in 2007 became the first country ever named a European Capital of Culture. During the yearlong festivities, the area welcomed 3.3 million tourists and saw 6% growth in hotel occupancy from 2006. The event generated about $44 million for the local economy. Big draws were Musee d'Art Moderne, which opened in 2006 and the Philharmonie Luxembourg, a concert hall in Luxembourg City.
Young Travelers Fuel Growth
Ramping up the arts may not be enough, however. Richards believes that, for regions looking to cash in on their local culture, young travelers might be the key. Although youth travelers tend to spend less money per day than their elder counterparts, their vacations tend to last longer, which often generates more profit than the short, expensive trips taken by baby boomers.
Peru , for example, has marketed itself to young travelers--offering discounts for those with an International Student Identity Card--with significant results. Known both for its textiles and folk art as well as ancient structures and biodiversity, the OECD says that, today, Peru classifies 93% of its tourists as cultural tourists. And according to the Peruvian government, the country's tourism dollars reached $2.22 billion in 2008, an 11% increase from $2 billion in 2007.
"In a downturn like this, many young people will choose to travel at the end of their degree, rather than immediately embarking on a career," says Richards. "They might be the most effective target [for cultural tourism]."
So it seems there is hope for other culture-rich destinations, like Turkey's Çorum Province, the former center of the ancient Hittite civilization. Efforts there have been stonewalled by everything from a lack of accommodation to paved roads. That is, until now.
Following in the footsteps of successful centers of culture, the Turkish government's Ministry of Culture and Tourism held a workshop in 2008, encouraging local businesses to invest in cultural infrastructure. Because of this effort, a five-star hotel is now in development, according to the OECD.
It's too early to determine whether Çorum will succeed. However, Richards points out that every city has a story to tell. The better the residents tell it, the more tourists will come. In Depth: World's Culture Capitals
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