CULTURAL TOURISTS IN EUROPE PICTURE FINAL CONFERENCE Luxembourg Sept Claude ORIGET du CLUZEAU

PICTURE - Luxembourg COC 2 2 CATEGORIES OF CULTURAL TOURISTS Culture addicts Travellers # 7 to 10 % of total tourists Day trippers Occasionnal cultural tourists  many mixed motivations : VFRs, beach, business, snow, shopping… + culture once in a while !

PICTURE - Luxembourg COC 3 TRENDS OF CULTURAL TOURISM First visit to the city is highly cultural  « New Europeans », + young people from everywhere, foreigners Second and next visits are less and less cultural  « Old Europeans », + nationals and regionals  Cultural tourism increases at same pace than other forms of tourism

PICTURE - Luxembourg COC 4 A GROWING DEMAND IN EUROPE : CITY-BREAKS Triggered by General mobility : « splitting » families, jobs, university studies… Low cost and fast transportation (good for Amsterdam and Barcelona …) Cities « on the stage », unique characteristics, notoriety Events of every kind Transparency of €uro prices  Always both rational and emotional reasons

PICTURE - Luxembourg COC 5 PORTRAIT OF EUROPEAN CITY BREAK TRAVELLER 50 Well educated or highly educated Urban Small household Frequent traveller (Western Europe) Recent traveller (Eastern Europe)  already or soon a mature tourist English speaking Internet user

PICTURE - Luxembourg COC 6 FEATURES OF SHORT BREAK City is the destination,even if interested in surrounding region Year round journeys, but more in spring Accompanying persons : a.spouse, few friends or relatives (individually organised) b.group (with travel agency, bus) Only 40% by car (European average 75%) Accomodation near city center High daily expenditure, especially when short stay (+30% or more than average tourist)

PICTURE - Luxembourg COC 7 EXPECTATIONS DURING CITY-BREAK (1) Mix of discovery and familiarity because in Europe Memories of common history, arts Global approach : cultural sites, urban landscape, gardens, food, shopping, atmosphere, fun, shows Local population : intangible asset and characteristic of differentiation : cautious encounters if common language

PICTURE - Luxembourg COC 8 EXPECTATIONS DURING CITY-BREAK (2) Catch the spirit of the place Quality of cultural supply Variety of services on cultural sites City Card and avoid queueing Spectacular and also soft events Evenings full of life, bustle in the streets

PICTURE - Luxembourg COC 9 WHERE ? (1) Cities at 1 to 3 hours distance, including across the border  possible repeat visits Capitals as symbols of a country Legendary cities : Venice, Granada, Edimburgh, Brugge, Bergen, Bordeaux, Munich, Cracovia…  few repeat visits Cities of pilgrimage : Avila, Czestochowa, Lourdes, Assise… Cities with recent Renaissance : Manchester, Lille, Potsdam, Liege,

PICTURE - Luxembourg COC 10 WHERE ? (2) Smaller art cities (esp.if Unesco, low cost transport, « satellite » of larger city…) : Trebic, Carcassonne, Jerez, Padova, Cities hosting an event : ECC, football, Don Quijote, launching of new site (Bilbao),  the effect may last for years Cities gateways to an attractive region : Innsbruck, Faro, Bolzano…  Growing interest in a wider variety of cities, drawing the market of frequent travellers

PICTURE - Luxembourg COC 11 A SUSTAINABLE FUTURE Cultural tourism as oldest and youngest form of tourism Demand responds to increasing number of cultural destinations in Europe wider variety of « cultural objects » with better services European bodies make considerable and efficient efforts to promote it !