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Cultural Tourism: a Devon Perspective

Cultural Tourism: a Devon Perspective. Perfect Moment creative industries consultancy London & Cornwall. Our survey said. Cultural Tourism. ?. Encompasses cultural activities and experiences that attract visitors and enhance their visit. STUFF + PEOPLE. Cultural Tourism. Why?.

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Cultural Tourism: a Devon Perspective

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  1. Cultural Tourism: a Devon Perspective Perfect Moment creative industries consultancy London & Cornwall Perfect Moment

  2. Our survey said.... Perfect Moment

  3. Cultural Tourism ? Encompasses cultural activities and experiences that attract visitors and enhance their visit STUFF + PEOPLE Perfect Moment

  4. Cultural Tourism Why? Perfect Moment

  5. Economic v Social • Growing market • Increased spend • Will provide competitive edge • Regeneration potential • Sustainable tourism that brings extra spend to local economy and contributes to upkeep of healthy local creative sector Perfect Moment

  6. Who are cultural tourists? • They don’t know they are! • “Certain Age” • Professional (ABs) • Highly Educated • Married – kids left home • Good Income • Live in Midlands or the South • Intellectual, technophile • Likes travelling • Books via internet • Interested in arts & heritage • Good food and accommodation • ALSO YOUNGER MARKET Perfect Moment

  7. What do they do? • Mainly Cities e.g. New York, Barcelona • Trend towards smaller or rural destinations – “slow tourism” • Museums, art galleries, festivals, performances, courses • Stay in hotels • Spend more money • Look for authenticity – experience the place and people Perfect Moment

  8. There are observable types PURPOSEFUL INCIDENTAL Perfect Moment

  9. What Devon doesn’t have Perfect Moment

  10. Cities Plymouth Exeter Perfect Moment

  11. Heritage Perfect Moment

  12. Performance Perfect Moment

  13. Visual Arts and Crafts CCANW Perfect Moment

  14. Dartington CCEP Devon Artsculture Beaford Plough Arts Centre STRAW (9 days of art) Spacex Theatre Alibi DAISI Phoenix Arts Centre Plymouth Arts Centre Villages in Action The Wharf Flameworks Wren Plym Mus Co-op Arvon Foundation etc Creative Organisations Perfect Moment

  15. Accommodation Perfect Moment

  16. Food Perfect Moment

  17. Matching Stuff with People • Make a list of your stuff (or cultural assets audit) • Find out what the people want • Make them aware of your stuff • Think of innovative ways to bring the two together i.e. target the people and package the stuff interestingly Perfect Moment

  18. Cultural Asset Audit • List everything you’ve got • Better still, put it in some form of database • Better still, link it to GIS mapping • Then, Be Honest • Rank it for interest, pulling power Perfect Moment

  19. Market Research • Get knowledgeable to understand your market and visitors • Target your market (Devon residents, VFR, incidental tourists, young, over 50 etc) • But better to develop product and services than try to market poor quality Perfect Moment

  20. Information, Information, Information PERSONAL RECOMMENDATION 2/3 DECIDE BEFORE LEAVING HOME Perfect Moment

  21. Use the technology Perfect Moment

  22. Bringing it all together • Agree the definition/mission that best suits the task in hand • Add Value to current Devon tourism offer and experiences: e.g. Discover Devon Naturally, Secondary Selling, Animate Heritage • Look at how others have done it: e.g. more marketing, themes, packages • Innovate and develop products, services • Culture as differential advantage Perfect Moment

  23. The differential between the spider and the fly is….. Perfect Moment

  24. Making it Happen • Will need working together • Can’t have one without the other! • Maintaining the balance – consumption v production – hence importance of creative industries – host v visitor • Will need resourcing • Will need some project championing • Do nothing is not really an option • It’s a long haul Perfect Moment

  25. Cultural Tourism: a Devon Perspective Perfect Moment John Lancaster 020 7539 3733 john@perfect-moment.co.uk Kevin Brownridge 01736 332094 kevin@perfect-moment.co.uk Perfect Moment

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