cultural tourism: a devon perspective

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Cultural Tourism: a Devon Perspective

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creative industries consultancyLondon & Cornwall

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Cultural Tourism

Encompasses cultural activities and experiences that attract

visitors and enhance their visitSTUFF + PEOPLESTUFF + PEOPLE

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Cultural Tourism

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Economic v Social

Growing marketIncreased spendWill provide competitive edgeRegeneration potentialSustainable tourism that brings extra

spend to local economy and contributes to upkeep of healthy local creative sector

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Who are cultural tourists?

They don’t know they are! “Certain Age” Professional (ABs) Highly Educated Married – kids left home Good Income Live in Midlands or the South Intellectual, technophile Likes travelling Books via internet Interested in arts & heritage Good food and

accommodation ALSO YOUNGER MARKET

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What do they do?

Mainly Cities e.g. New York, Barcelona

Trend towards smaller or rural destinations – “slow tourism”

Museums, art galleries, festivals, performances, courses

Stay in hotels Spend more money Look for authenticity –

experience the place and people

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There are observable types

PURPOSEFUL

INCIDENTAL

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What Devon doesn’t have

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Cities

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Heritage

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Performance

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Visual Arts and Crafts

CCANW

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Creative Organisations

Dartington CCEP Devon Artsculture Beaford Plough Arts Centre STRAW (9 days of

art) Spacex Theatre Alibi

DAISI Phoenix Arts Centre Plymouth Arts Centre Villages in Action The Wharf Flameworks Wren Plym Mus Co-op Arvon Foundation etc

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Accommodation

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Food

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Matching Stuff with People

Make a list of your stuff (or cultural assets audit)

Find out what the people wantMake them aware of your stuffThink of innovative ways to bring the two

together i.e. target the people and package the stuff interestingly

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Cultural Asset Audit

List everything you’ve got Better still, put it in some form of databaseBetter still, link it to GIS mappingThen, Be HonestRank it for interest, pulling power

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Market Research

Get knowledgeable to understand your market and visitors

Target your market (Devon residents, VFR, incidental tourists, young, over 50 etc)

But better to develop product and services than try to market poor quality

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Information, Information, Information

PERSONAL RECOMMENDATION

2/3 DECIDE BEFORE LEAVING HOME

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Use the technology

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Bringing it all together

Agree the definition/mission that best suits the task in hand

Add Value to current Devon tourism offer and experiences: e.g. Discover Devon Naturally, Secondary Selling, Animate Heritage

Look at how others have done it: e.g. more marketing, themes, packages

Innovate and develop products, services Culture as differential advantage

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The differential between the spider and the fly is…..

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Making it Happen

Will need working together Can’t have one without the other! Maintaining the balance – consumption v

production – hence importance of creative industries – host v visitor

Will need resourcing Will need some project championing Do nothing is not really an option It’s a long haul

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Cultural Tourism: a Devon Perspective

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John Lancaster 020 7539 3733

john@perfect-moment.co.uk

Kevin Brownridge 01736 332094

kevin@perfect-moment.co.uk