Dr Philip Long Centre for Tourism and Cultural Change Sheffield Hallam University, UK Cultural Festival Tourism and European Integration: research and management applications

The (potential) contribution of festival and cultural event tourism to European integration Festivals and cultural events are a vibrant expression of the diversity and vitality of culture(s) in Europe They help to define and animate places and they may attract special-interest, 'cultural' tourists They may provide a focus for inter-communal and cross- border dialogue, networking, development and participation in tourism They may promote pride in the community, social inclusion, co-operation and voluntarism

Issues in the integration of cultural tourism and festivals Cultural events, festivals and tourism can make uneasy partners Cultural and community development agencies may see potential benefits from festivals being viewed as tourism attractions, but they have other (possibly conflicting) social and artistic priorities Tourism tends to exploit culture and festivals because they are seen to be “public goods” Some festivals will not attract (nor perhaps welcome) tourists

Some observations on cultural festivals in Europe New festivals are being created and 'traditional' events revived (Why? How important/welcome is tourism for festival organisers and 'host' communities?) There may be increasing professionalism in (some) festival planning and organisation (What is professionalism in this 'sector'? What is the role of associations, education and research institutions?) There are emerging networks between European festivals and researchers (How may these best be supported by EU and Council of Europe programmes?)

Existing research and management tools for festivals and festival tourism Various models exist for the analysis and management of festivals and associated tourism (often applications from business, management and marketing), e.g. Assessing economic impacts through input-output and multiplier models Identification of stakeholder needs and views Developing networks, partnerships and collaboration Managing quality

Developing research and management tools for European festivals and festival tourism Some existing research and management models are designed for application in North American contexts Need to develop European models that explore: The meanings and importance that audiences attach to cultural events and festivals. Connections between festival tourism, community and economic development. The involvement of minority and diasporic communities in cultural event and festival tourism.

Identifying research issues in European festivals and festival tourism Production and management Economic development – sme/supply chain linkages Multi-culturalism, social inclusion Social cohesion – e.g. animation of new communities Transnational practices Cultural enrichment

Making the connections between cultural tourism, festivals and European integration There are de facto synergies between cultural tourism and festivals but there is a need to integrate research in these areas There are potential synergies between the research needs and interests of practitioners, policy makers and researchers – the role of professional development programmes