Commerce, Culture, Heritage and Tourism in an OMNI World

This short article is a set of observations and reflections on the role of Culture, Heritage and Tourism in the development and promotion of Commerce and the factors which might influential the future development of urban retail.

Retail Images from Kuala Lumpur

Judging by the video promotion of Kuala Lumpur’s retail offering, the concept of linking tourism to retail is well understood in Malaysia and reflected in the substantial investment being made in centres like Pavilion and KLCC covered in more detail in my Slideshare paper at http://www.slideshare.net/dwortley/kuala-lumpur-iormaworld-retail-and-leisure

My observations in KL gave me an insight into the importance of transport infrastructure and food courts in generating traffic to drive commerce and it was also clear that regular special events such as the Malaysian Grand Prix and the Red Bull Air Race provided regular short term boosts to visitors.

Over recent weeks I was fortunate enough to visit different locations in Asia and Europe, not connected with any retail analysis but providing me with an opportunity to compare and contrast different urban retail environments in different locations.

Bangkok Retail and the newly Opened Central World

Bangkok city centre and the areas around Chit Lom, Siam and National Stadium are well established focal points for retail tourism and within a compact and easily navigated space, there is a massive spectrum of choice from well-established more traditional stores to very modern and new stores that combine elements from the tourism and hospitality industry with commerce.

Bangkok struck me as very similar to KL but better planned and easier to navigate with a good monorail and pedestrian access between locations. Like KL, their events programme and food courts are a big factor with a major Motor Bike Show held in Central World and the Comic Con Conference held at the nearby Siam Paragon Centre.

All of the major retail brands seem to be represented and the whole area spawns micro enterprise activities such as the many small food stalls and “Put-Put” taxis thriving from the only real barrier in Bangkok – gridlocked traffic jams.

Maastricht City Centre and Andre Rieu Concert

Maastricht in the Netherlands is a much smaller city but making good use of its cultural heritage and events to attract tourists and boost commerce. Much of the charm of this European city remains undisturbed and the major brands blend into existing buildings or the modest new developments that nestle amongst the narrow streets. My visit to Maastricht was to see Andre Rieu in concert and the thousands of people he attracts to his home city for these concerts is an invaluable boost to both commerce and the brand identity of the city.

Cologne City Centre

Cologne also relies on culture, heritage, tourism and a good tram network to bring in tourists. The difference between Cologne and Maastricht was very marked and modern retail developments in pedestrianised areas dominated the city centre with the more cultural and food offerings on the periphery of the centre. The World cup final featuring Germany was being held that weekend and the city shopping areas were more densely packed than I had ever seen anywhere.

The Sunday when the above images were taken was much quieter but the event attraction of a city half marathon again provided incentives to attract large numbers of people into the city.

Liverpool City Centre

Liverpool as a former cultural capital of Europe has seen massive investment in the regeneration of its dock areas and the retail development and pedestrianized areas blende the cultural heritage of the city more seamlessly than Cologne. The influence of cultural icons like the Beatles and Liverpool football club are still major attractors to the city.

Reflections

Visits to all of these cities provide rich but different experiences with the common elements of culture, heritage and tourism to stimulate commerce and create a strong brand identity. It is clear that consumers like the combination of the familiarity of global brand names with the novelty of new cultural and social experiences.

Key to the success of any urban area seeking to leverage culture, heritage and tourism are

Attractiveness (brands, identity, culture, food, events) Accessibility (pedestrianisation, transport infrastructure) Affordability (value for money and time effcicient)

David WortleyJuly 2014