1. Creative Tourism and Cultural Development: Some Trends and Observations Brad King, PhD Principal and Director, Management Consultancy Lord Cultural Resources

2. Cultural tourism is becoming creative tourism …

3. Agenda 1. What is “creative tourism”? 2. Who are the creative tourists? 3. What do they look for? 4. How are new cultural/creative tourism projects responding to these developments? 5. Conclusions

4. Bibliotheca Alexandrina – Alexandria, Egypt

5. Bibliotheca Alexandrina

6. Images from A Landmark Building: Reflections on the Architecture of the Bibliotheca Alexandrina, by Ismail Serageldin and published by Bibliotheca Alexandrina, Egypt, 2007.

7. “ What is “creative tourism”? 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 undertaken ---- Greg Richards and Julie Wilson ”

8. “ An alternative definition … Creative tourism is travel directed toward an engaged and authentic experience, with participative learning in the arts, heritage or special character of a place, and it provides a connection with those who reside in this place and create this living culture ---- From the discussion report of the planning meeting for the 2008 International Conference on Creative Tourism ”

9. Cultural tourism continuum Traditional Cultural Tourism … Creative Cultural Tourism Visiting tribal groups African or Asian villages Visiting world heritage sites Pyramids Taj Mahal Visiting historic towns Quebec City Lunenburg Attending arts festivals Toronto Montreal

10. Cultural tourism continuum Creative Cultural Tourism … Traditional Cultural Tourism Attending carnivals Toronto Rio de Janiero Attending mega-events Expos Olympics Engaging in creative activities Melbourne Visiting culturally regenerated industrial cities Bilbao Glasgow Visiting simulated worlds Dubai Las Vegas Adapted from Melanie Smith, “Cultural Tourism in a Changing World.” Tourism, Quarter 1, Issue 131 (Spring 2007)

11. Who are the “creative tourists”?

12. Who are the creative tourists? How big is the market? Creative class workers (about 30% of the total workforce) are one source - creative tourism is a primary motivator for them But creative tourism is likely to be a secondary motivator for many more

13. What Do Creative Tourists Look For? The bar is being raised! Creative tourists expect: Excellent quality and uniqueness Choice and participation Something for everybody

14. Planned Cultural Districts West Kowloon Cultural District, Hong Kong

15. Saadiyat Island Cultural District, Abu Dhabi

16. King Abdul Aziz Center for Knowledge and Culture (“iTHRA”)

17. Conclusions Cultural tourism developments are providing a range of experiences from the traditional to the creative, in keeping with the nature of cultural tourism as a continuum

18. Conclusions New cultural developments are re-focusing on the needs of residents and local people as well as the needs of tourists

19. Conclusions The newest cultural developments are driven by the need to generate positive social transformation – to prepare people for the creative economy - as much as economic and commercial success

20. Thank you!