150528_cultural tourism in the black sea area @ brussels
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Balkan & Black Sea Regional Commission General Assembly, Brussels, 28 May 2015
cultural tourism in the Black Sea area
George Drakopoulosspecial adviser, UNWTOcounselor, EESCpresident & ceo, tourism generis
in the next few minutes
• sustainability & commercial dimension • volume of business• methodological framework
culture as a tourism product technical, functional, administrative issues challenges
sustainability dimension
Environment
People
sustainability dimension
Demand
Supply
Environment
People
commercial dimension
Profit
Demand
Supply
Environment
People
volume of business
European outbound trips 2009 2014
sun & beach 23% 29%
city break 11% 21%
touring 12% 23%source: world travel monitor
culture as a tourism product
cultural heritage
culture as a tourism product
creative industries
lifestyle elements
cultural heritage
modern arts
culture as a tourism product
archaeological sites
museums
cultural heritage
culture as a tourism product
visual arts
performing
modern art
culture as a tourism product
gastronomy
local customs
lifestyle elements
culture as a tourism product
fashion
graphic design
creative industries
by the way…
reconsider?
EUROPEAN CULTURE
LABEL
road map
administrative &
political
functional
technical
road map: technical
• audit sites • inventory infrastructure• info gaps• visitor mgt guidelines• official travel routes
road map: functional
• travel facilitation visa
connectivity
• branding
branding exercise
• many countries, too many branding approaches
branding tip
brand products, not areas
road map: administrative-political
• governmental policies• legal instruments• governance framework
the challenge: tourism
enrichment
diversification
complementarity
the challenge: society
intellectuality
creativityquality of life
Balkan & Black Sea Regional Commission General Assembly, Brussels, 28 May 2015
cultural tourism in the Black Sea area
George Drakopouloswww.tourism-generis.com
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