URBAN ART SCENE IN MADRID“HOW CAN A CONTEMPORARY ART BE USED FOR TOURISM”?

Punartha J PereraCatholic Univerisity of Leuven-Belgium

INTRODUCTION & BACKGROUND FOR THE STUDY

The main subject is surrounded by Urban Art (UA) and Madrid.

Why UA?A contemporary art style which has been a growing scene

in major cities.An Important influence on society as well as role in

attracting tourists.

Why MADRID?A city where the UA scene has extensively expanded from

1980’s.Growing interest in tourists to see UA in Madrid as an

attraction. The lack of support from the government for UA and

stakeholders which forms an interesting question of solving the problem.

Does the city of world tourism headquarters regard UA for tourism?

RESEARCH QUESTION“Does urban art in Madrid have the capacity to be

developed as an attraction for the visitor who comes to Madrid and, if that if so, how and through whom can these capacities be realized?”

Sub themes ; 1. Current capacity- economical, social, cultural 2. Opportunity for more capacity 3. Realization of the extra capacity (how?) 4. Realization of the extra capacity (through whom?)

THEORETICAL FRAMEWORK-URBAN ARTUA definition: All-encompassing varied artistic expression

against an urban backdrop (Schwartzman, 1985).Current street art begins as a subculture of graffiti art,

crossing over and borrowing from one another (Hughes, 2009) which makes them 2 distinct members in one family.

STREET ART URBAN ART GRAFFITI ART Modern Urban Artists not solely relying on spray paint

and use different UA styles as sticker, sculpture, yarn bombing and street installation etc. (Ganz,2006).

Many think UA as a vandalism art (MacMaughton, 2006) but few see it as a voice for empowerment (Howze, 2008)

THEORETICAL FRAMEWORK: URBAN ART & TOURISM

UA attracts tourists through one of its indirect roles (Helneck, 2012).

Rio de Janeiro legalized UA by law-2009 (Young,2012)Toronto promotes UA tourism through by hosting TV

shows in the busy streets with celebrities (Pocock, 2016).

Paris UA fair (Paunic, 2016) is the first ever such event dedicated to UA in the French capital.

London & Barcelona included UA in their tourism plans due to the efforts of artists (Robinson & Dieke, 2011).

RESEARCH METHODOLOGY2 Weeks in Madrid for field research with primary sources

Secondary sources; books, previous researches, media through document analysis.

Policy context of

UA in Madrid

2 Policy documents ( Document

Analysis) 4 Tourism

experts (Interviews,

Questionnnaire)

2 Police officers

(Informal conversation

)

Creators of urban art in

Marid5 Local Artists

(Interviews, Questionnaire

) 2

International Artists(Inter

view)

Actors & Institutions supporting

UA

Madrid Street Art Project

(Questionnaire)

Madrid Urban Art

Tours (Interview)

Madrid Graffiti Shop Montana

(Informal conversation)

Societal perceptions

on UA Madrid

50 International tourists

(Questionnaire)

40 Local tourists

(Questionnaire)

40 Residents (Questionnaire

)

RESULTS & ANALYSISCurrent Capacity of UA in MadridMadrid’s UA style is unique compared to other cities with a

wide variety of UA types throughout the city.Madrid’s new government is more supportive towards UA

and has included contemporary art in the tourism plan.However urban artist arrests are still continuing, which

creates a “Fake Freedom” for the interested parties in UA. Local artists are creating legal as well as illegal art creations.

RESULTS & ANALYSISOpportunity for more Capacity of UA in MadridPolicy makers believe UA can be used in Madrid’s tourism.There is no proper legal procedure to recognize urban artists.Some artists like to be guides showing their creations to

tourists.An agitation is arising between government supported and

private UA stakeholders.

RESULTS & ANALYSIS

How and through whom the capacities can be realized?

The tourism plan which includes contemporary art is not mentioning if UA is included in it and has no detailed strategy.

Growing interest for an UA museum from visitors and residents.

Local artists in need of government help in various ways.Government supported UA projects have shortcomings.The UNWTO: hasn’t had and has no future plans for the

upliftment of UA tourism.

CONCLUSIONS

Madrid’s UA already has the potential to be developed for tourism (Helneck, 2010).

The government can do more in promoting UA in Madrid.Continuous support for the urban artists and urban art

project is essential as in Toronto (Torontocityhall, 2016).UA tourism is suggested to be promoted to Spanish

people.

CONCLUSION : POLICY RECOMMENDATIONS

To the government in MadridSpecify if UA is included under ‘contemporary art’ in the

tourism plan 2015-2019 and highlight relevant objectives.

The ambiguous ‘fake freedom’ for local artists to be erased.

UA development focused on residents and local tourists with more financial support for governments affiliated projects.

Encourage guiding services of Madrid’s urban artists. Set up an UA museum in Madrid for the interested local.A proper permit mechanism to give urban artists

recognition.To the UNWTOA future publication or and event related to UA tourism

CONCLUSION : RELEVANCE & IMPLICATIONS

Relevance of the researchThis research can be relevant to a future study done on

another another Spanish city on the same subject.The same research can be done in Belgium to investigate

the future impact on UA as a tourism attraction.

Social implications of the researchTourism student & experts: Cultural tourism attractions go

beyond classical art galleries and museumsUA Stakeholders: The struggle for UA is fruitful at the end.Media: UA in cities should be more valued and supported