Dossier On Creative Tourism

Creative Tourism Network® www.creativetourismnetwork.org

www.creativetourismnetwork.org


Introduction ……………………………………………………………………………………………………………………….....….. 3

Creative Tourism…………………………………………………………………………………...……………………………........ 4

Who are the creative tourists? ….…………………………………………………...............……………………….…..… 5

Creative Tourism Network®, International Network for the Promotion of Creative Tourism........... 6

Creative Tourism Network® ’s objectives : Creative Friendly® destinations …......………………………. 7

Activities proposed by our members: ............................................................................................ 8

International Conferences on Creative Tourism…..………………….................……………………..…...…….. 9

Social medias and specialized platforms …………………………………………………………....…………..….....… 11

Contact …………………………………………………………....…………..…....…………………………....…………..…....… 12


Introduction:

Creative Tourism is a growing field that has been generating each time more fans in the world. These want to take part

in an artistic and creative activity, so that they can discover the destination’s culture, sharing pleasant moments with

the residents.

Blowing glass in Biot (French Riviera), dancing Rumba in Barcelona, baking “croissant” in Paris, performing a concert in

a church in Rome, participating in a cooking class in Galicia or in Bangkok, weaving according to Mayan Tradition or

finally producing chill out music in Ibiza, they are only some of the many unique experiences promoted by Creative

Tourism Network® - International Network for the Promotion of Creative Tourism, whose details are provided in this

dossier.

Please, let us give you further details about the Creative Tourism concept:

It appeared in 2000, in Greg Richards and Crispin Raymond’s research, with this definition:

‘‘Tourism which offers visitors the opportunity to develop their creative

potential through active participation in courses and learning experiences,

which are characteristic of the holiday destination where they are taken.’

Crispin Raymond and Greg Richards (2000).


Creative Tourism is recognised as a new generation of tourism by involving the tourists in creative activities

with the local population.

The markets segmentation has led to the creation of a new tourist, no longer attracted by the general

characteristics of the destination, rather by its specific offers and services.

There are endless ways of living and tourism, among others wine tourism, language tourism, slow tourism and

congress tourism. The creative tourism is one of them.

Considering this hyper-specialization, the tourist will be demanding singular experiences, which will be decisive in the

choice of the destination.

The growing interest of tourists in this new way to discover a culture regards particularly the operators and branding

managers, attentive to the possibility of attracting a quality tourism, highlighting the intangible heritage (craft

workshops, cooking classes, etc. .) and optimizing the use of existing infrastructure (for example, through the rent of

halls and auditorium).

Creative tourism offers many advantages, among which we can mention:

The opportunity to open up to a quality tourism, optimizing existing tangible and intangible heritage

(traditions, crafts, artists,...), as well as infrastructure, cultural centres, monuments, etc..

Its positive effect on the self-confidence of the local people: indeed, the interest of creative tourists for the

local culture goes beyond the mere sightseeing, as they want to "experience it” by meeting its inhabitants.

Its deseasonalizing character allows the attraction of tourists all year long.

The geographical outsourcing. The minor interest of creative tourists in traditional "tourist attractions"

contributes to a better spatial distribution within the destination. A creative tourist who goes to Barcelona for

a second time, for example, is not visiting again emblematic buildings, but will probably “living the daily life” of

the neighbourhood where he’s developing his creative activity.

The ability to mix perfectly with other tourism segments such as food tourism, language tourism, wine

tourism, slow tourism, etc, which allows creating economies of scale and synergies.

"Creative tourism is a projection of a new tourism in which natural, cultural and

personal resources are not manipulated and exploited but valued and enriched".

(Jelincic and Zuvela, 2012).


Who are the creative tourists?

It is difficult to paint a standard portrait of this new tourist who, by definition, wants to be unique!

They can be a tourist travelling alone, as a couple, with his family or group.

They can organize themselves their trip or contract specialized tour operators.

Their creative activities can refer to the learning (courses, workshops), the creation (artistic trip, co-creation

with local artists) or the representation (performing concert, acting, exhibiting).

We could provide a lot of examples like the one of a group going to Biot (French Riviera), to make a pottery workshop

and enjoying the exceptional “Provence way of life” or even a person who wants to approach the Maya culture by

taking part in a textile workshop in Guatemala, and then an American orchestra that rents a prestigious auditorium in

Barcelona to perform a concert and invite the Barcelonans to it ... etc.

On the other hand, if we consider the reasons that lead the visitor to choose this type of creative journey, we

can observe a recent development. Until five years ago the tourist was a creative person who practiced an artistic

activity in the country of residence and wanted to improve it during the holidays (e.g. painting courses, dance, guitar,

etc.), now there is a new trend, so tourists generally add to their traditional program of visits more creative and

participatory activities, with the aim of living cultural and human experiences.

General outlines of creative tourists:

They want to experience the local culture by participating in artistic and creative activities.

They want experiences whereby they can feel themselves part of the destination.

They do not look for the "monumentality" or the "spectacular" or "superlative".

They are prosumers and share their experiences on social medias.

They are exclusive regarding the way of travelling: once experienced the creative tourism, they no longer want

to come back to a conventional circuit.

They spend a substantial part of the budget for the fulfilment of these activities / experiences.

They usually combine many kinds of tourism, during the same journey: creative, culinary, eco-tourism, slow

tourism.


Creative Tourism Network®,

International Network for the Promotion of Creative Tourism.

Creative Tourism Network® was founded in Barcelona in 2010 by the Fundació Societat i Cultura (FUSIC), that also created

the Barcelona Creative Tourism pioneering platform in 2005.

The network’s main purpose is to promote creative tourism by fostering synergies among destinations that have a potential to

welcome those new travellers willing to live artistic and human experiences.

We can count among our members many destinations, like Barcelona, Biot, Louvre-Lens, Austria, Ibiza, Bangkok, Paris, Galicia,

Guatemala, etc.

“Creative tourism is developing rapidly and it does not conform to one single model or perspective, but is rather open

and flexible in its adaptation to local context”

(Richards and Marques, 2012)


“The networks are important in the sense that they join together (glocal) partners with different interests, in this case

from the tourism field, the cultural and creative industries and government.”



Creative Tourism Network® objectives:

To find and promote destinations that have a potential to attract creative tourists. They are characterized by the '"creative atmosphere" and the resources and facilities offered to visitors looking for cultural and human experiences.

To help the destinations to develop creative tourism in their territory by adapting their offers according to the

specific characteristics of this specific demand.

To identify the creative tourists through their belonging to different segments.

To create and manage a specific database, so that our members’ offers can reach their target.

To develop partnerships with other organizations and networks (international culinary tourism associations,

federations of university orchestras, artistic collectives, etc...) in order to broaden a specific target.

To provide our members with a permanent communication service which also includes community

management, presentations at conferences, fairs and international and specialized press conferences.

To design creative tourism routes between the destinations-members.

To create a free area on creative tourism, where the theoretical and practical objectives merge.

To create and warrant the "Best Practices of Creative Tourism ".

Creative Tourism Network ® promotes the

“Creative Friendly” destinations.

Creative Tourism Network ® recognises its members as

“Creative Friendly”, to ensure the originality and authenticity of

their offers and their adequacy to the “Best Practices of Creative

Tourism”.


Activities proposed by our members:

Biot Creative Tourism

Workshops of: glass blowing, jewellery, pottery, photography, botany, dance, art-

therapy, cooking, baking, etc.

CreativeParis

Workshops of: perfume making, croissants baking, sewing, “French way of life”, photographic routes,

etc..

Creative Tourism Thailand

Courses of Massage, boxing, floral art, cookery, fruit carving, traditional dances, sing painting,

ceramics, origami, etc..

Creative Tourism Galicia

Opportunity to participate in the rehearsal of a local choir, workshops of making cookies, courses of

basketry, making natural cosmetics, participation in traditional celebrations.

Creative Tourism Austria

Crafts, ceramics, and cooking workshops; traditional dances.

Creative Tourism Santa Fe

Workshops of: Jewellery, painting, ceramics, photography and cooking courses, visits to artists'

studios.

Creative Tourism Guatemala

Workshops of: coffee and chocolate making, weaving following the Maya tradition.

Le Louvre - Lens

Creative activities linked to the recent inauguration of Louvre-Lens and its area’s traditions.

Creative Tourism Ibiza

Workshops of: sandals making, sculpture, underwater photography, deejay, chill out music,

Mediterranean cooking, theatre.

Barcelone Creative Tourism

Workshop of "Gaudi-style" mosaic, cooking, Catalan rumba, photographic routes, possibility to

perform a concert in singular venues, etc..

… etc.…



International Conferences on Creative Tourism:

Barcelona, La Pedrera, December 9th – 10th, 2010.

The first international conference on Creative Tourism, Barcelona December 9th - 10th 2010, gathered

representatives and professionals from 26 countries, willing to develop creative tourism-related projects.

La I Conferencia Internacional sobre Turismo Creativo que se celebró en Barcelona los días 9 y 10 de diciembre de 2010 reunió a profesionales y representantes de 26 países deseosos de desarrollar proyectos relacionados con el turismo creativo.


Paris, Hôtel de Ville, December 6th – 7th 2012.

The second International Conference on Creative Tourism (Paris, 2012) gathered about 200 professionals in the

tourism field and confirmed the rapid and successful development of this sector.


Social Media:

Creative Tourism Network® uses the following social networks:

And Platforms:

Translation: Maria Giulia Causa


Creative Tourism Network®

c/ Consell de Cent, 347 – s/a

08007 Barcelona

[email protected]


mailto:[email protected]

Dossier On Creative Tourism

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