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Prof. dr. Annick Schramme University of Antwerp/AMS Director Competence Center Creative Industries
Cultural Tourism – Can it contribute to economic development?
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Competence Center Creative Industries
@ Antwerp Management School (°2010)/University of Antwerp
Focus:
Creativity /innovation inside organizations
Making the creative industries more entrepreneurial
Research collaborations:
Flanders District of Creativity (2010-2014)
Flemish Agency of Entrepreneurship (2010-2012)
Institute for Science and Technology (2012-2016)
Team
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Content
• Definition Creative industries
• Economic impact of the Creative Industries in Flanders
• Symbolic value
• Value of heritage
• Socio economic impact of the immovable heritage in Flanders
• Impact of heritage on Tourism
• conclusions
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1. Definition Creative Industries
definition in Flanders
“Different sectors and activities that call on the input of creativity for the creation of economic, symbolic and societal added value, according to the various stages of the value chain (creation, production, distribution, and consumption), and which contribute to the "creative advantage” of Flanders.”
Performing Arts Advertising & Communication
Fashion
Audiovisual sector New media Music
Visual Arts Printed media Design
Heritage & Patrimony Gaming Architecture
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2. Economic impact of the Creative Industries
The Creative Industries account for 3% of the Gross Domestic Product (GDP) of Flanders
GDP Flanders Creative Industries
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2. Economic impact of the Creative Industries
Proportion of employees in the Creative Industries
Flanders CI
Proportion of self-employed (main occupation) in the Creative Industries
Flanders CI
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3. Symbolic value of the creative industries
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3. Symbolic value
Value that goes beyond the economic value
No consensus on the definition/concept of the symbolic value
“Someone who buys a chair of a designer, also buys
meaning: the chair says something about your taste
and personality”
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3. Symbolic value
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4. The value of heritage
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4. The value of heritage
• Definition of immovable heritage in Flanders: includes architectural, archeological, heraldic, landscape and maritime relicts
• Overall impact is far-reaching and complex
• The economic and culture value of heritage (D. Throsby, 2006)
• Importance of heritage for the different stakeholders (X. Greffe, 2003)
• Non-competitive and non-exclusive
• Heritage as an ecosystem
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4. The value of heritage
• Difference between ‘use value’ an ‘non-use value’ (De la Torre, M. ed, 2002)
• ‘Non-use value’
– Existence value
– Altruistic value
– Option value
– Bequest value
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5. Economic impact of the immovable heritage in Flanders
• No standard methodology
• Quantitave and qualitative analysis
• Satellite accounts and regression analysis
• Set of indicators
• Immovable heritage plays an important role in multiple domains
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5. Economic impact of the immovable heritage in Flanders
INPUT authorities Immovable heritage
INPUT authorities Operating funds (mio euro)
Subsidies (mio euro) Employment (FTE)
Flanders 33 125 502
OUTPUT executive industry Heritage
OUTPUT executive industry
Turnover (mio euro) Cumulated added value (mio euro)
Cumulated employment (FTE)
Construction 269 235 3066
Architecture 25 22 284
Archeology 45 39 513
TOTAL 339 296 3 863
% GDP of the FR 0,14% 0,15%
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6. Impact of heritage on Tourism in Flanders
• 3 touristic macro-products: arts cities, the coast and the green regions
• 5 Art cities: Antwerp, Gent, Bruges, Louvain and Mechelen
• Focus on architectural heritage
• Importance of horeca and hotel overnight stays
• Heritage tourism = tourism whereby the presence of immovable heritage is a necessary condition.
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Art cities: city of Antwerp
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6. Impact of heritage on Tourism
• Hotel overnight stays
Local Tourism From abroad Total % Total
Regions (1993) 1.273.506 1.577.139 2.850.645 34%
Art cities (5) 785.668 2.824.198 3.609.866 43%
Coast (10) 1.342.126 550.163 1.892.289 23%
% Total 41% 59% 100%
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Hotel overnight stays linked to heritage
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6. Impact of heritage on Tourism
• Share of hotel overnight stays linked to heritage
Local tourists From abroad
Regions (1993) 8% 5 %
Art cities (5) 63% 100%
Coast (10) 82% 73%
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6. Impact of heritage on Tourism
Share of hotel overnight stays linked to heritage
• Interesting findings:
– Green regions and coast: 10% of the overnight stays is related to heritage
– Art cities: 70%
– Total of 35% is related to heritage
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Direct heritage visits
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6. Impact of heritage on Tourism
• Direct heritage visits
Number of visitors
(mio/Year)
Number of attractions
Sightseeing 3,8 11
Heritage museums 1, 45 112
Non-museal heritage
attractions
1,2 30
Total 6,45 153
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6. Impact of heritage on Tourism
• Comparison of residential tourism, day tourism and recreation
Residential
Tourism
(local)
Residential
Tourism
(from
abroad)
Day tourism Recreation
Green
regions 127 351 157 714 1 425 233 1 425 323
Art Cities 549 968 1 976 939 12 634 531 12 634 531
Coast 134 213 55 016 946 145 946 145
TOTAL 811 531 2 189 669 15 005 998 15 005 998
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6. Impact of heritage on Tourism
Conclusions for Flanders: – Much more tourism for one day than residential tourism (factor 10)
– Not much ‘direct heritage related’ expenses
– More important is the heritage environment (decor)
– 6,5 mio visitors of heritage/ total of 33 mio tourists (30 mio day tourism and recreation versus 3 mio residential tourism)
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6. Impact of heritage on Tourism
• Average expenses/tourist/macro product
Residential
Tourist
(local)
Residential
Tourist
(from
abroad)
Day tourist Recreation
green
regions 66 66 12 4
Art Cities 130 130 27 10
Coast 80 120 35 10
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6. Impact of heritage on Tourism
Conclusion about the expenses:
The tourists from abroad who is staying in an art city is spending more money (40%)
Expenses (mio euro)
Residential
Tourist
(inland)
Residential
Tourist
(abroad)
Day tourist Recreation
green
regions 8,4 10,4 17,1 5,7
Art Cities 71,5 257,0 342,2 126,3
Coast 10,7 6,6 33,1 9,5
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6. Impact of heritage on Tourism
• Total impact of heritage on Tourism (horeca + others)
OUTPUT tourism
Turnover (mio euro)
Cumulated added value (mio euro)
Cumulated employment (FTE)
Horeca 503 351 7 912
Other 394 255 3 605
TOTAL 898 606 11 517
% of the GDP of FR
0,34% 0,45%
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6. Impact of heritage on Tourism
• Total impact on Tourism
OUTPUT tourism
Turnover (mio euro)
Cumulated added value (mio euro)
Cumulated employment (FTE)
Direct 898 363 8063
Indirect 243 3453
cumulated 898 606 11 517
% of the GDP of FR
0,3% 0,5%
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6. Global impact of heritage on Tourism
Conclusions • Cultural heritage sector represents a significant economic activity in
Flanders: the total added value is about 60% of the annuel added value of the agriculture sector. Stable and non-allocating economic asset that could become increasingly important.
• Total impact of heritage on tourism = almost 1 bio Euro or 0,3% GDP
Total impact of tourism = 2,5 of the GDP
Share of heritage tourism = 12%
Cumulated Added Value of 606 mio Euro/year
Employment of 11 500 people
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6. Global impact of heritage on Tourism
Conclusions • Direct heritage expenses are relatively low.
Indirect heritage expenses are more important (food, drinks, shopping,
mobility)
• Importance of heritage as a background/decor for a city trip (40% >
residential tourism)
• The economic importance of tourists from abroad
• The combination of activities is important for the attractivity of a region. Looking for innovative combinations, not only between Culture and Tourism, but also between the public and private sector.
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6. Global impact of heritage and culture on Tourism
Conclusions • Expected growth of cultural tourism by the increasing numbers of
active mediors/seniors, that are specifically interested in culture and heritage
• need for more qualitative and quantitative research on a regular basis about the impact of cultural heritage on tourism (not only of the immovable heritage but also of the tangible and intangible heritage)
• More cooperation between economic researchers and creative/artistic people.
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Thank you for your attention!
More information:
www.flandersdc.be
http://www.antwerpmanagementschool.be/nl/faculty-research/competence-centers/creative-economy/publicaties-creative-economy.aspx
www.ua.ac.be/cultuurmanagement
http://www.oecd.org/cfe/tourism/theimpactofcultureontourism.htm
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OPENING MINDS TO IMPACT THE WORLD